Lecture 1-overview of imc
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Transcript of Lecture 1-overview of imc
An Overview of Integrated Marketing Communications
Dr. George BelchSan Diego State University
Corporate Level Message Sources
Administration Manufacturing/ Marketing Finance Human Legal
Operations Resources
Cross-Functional Brand Equity (IM) Team
Marketing Level Message Sources
Product Price Marketing Distribution Mix Mix Communication Mix
Cross-Functional IMC Team
Marketing Communication Level Message Sources
Personal Adver- Sales Direct Public Pack- EventsSales tising Promotion Marketing Relations aging
Interactivity
Other StakeholdersEmployeesInvestorsFinancial CommunityGovernmentRegulators
CustomersDistributorsSuppliersCompetition
ConsumersLocal CommunityMediaInterest Groups
Communication-Based Marketing Model
Communication Levels
Corporate Level Messages sent by a company’s overall business
practices and philosophies such as its mission, labor practices, philanthropies, culture and other processes
Marketing Level Messages sent or inferred from various aspects of
a company’s marketing mix such as product quality and performance, design, appearance, pricing, and distribution
Marketing Communication Level Strategic and executional consistency among all
forms of marketing communication
Marketing Communications
(Advertising, Publicity/ Public Relations, Web Site)
Marketing Level(Products, Price, Store
Atmosphere)
Corporate Level(Social Responsibility)
Nike
What is Integrated Marketing Communications (IMC)?
IMC is a strategic business process used to:
plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs
with consumers, customers, prospects employees and other relevant external and internal audiences
goal is to generate short-term financial returns and build long-term brand value
The Integrated Marketing Communications Perspective
The concept of integration: Combining or coordinating separate elements so as to
provide a harmonious integrated whole
The logic of integration: Communications emanating from a single strategic platform
will be more effective than those that are independent and not coordinated
The reality of integration: Companies must consider how a variety of MARCOM tools
can be used to deliver messages about their company and/or brands
Effective integration begins with discipline excellence: It requires individuals in various disciplines to think about
how they contribute to the overall process and outcome rather than their own specific goals.
The Marketing Revolution
Shift from traditional media ads to other forms of promotion/nontraditional media
Internet and social media changing how companies interact with consumers
Power shift: manufacturers to retailers
Growth of Database marketing
Greater ad agency accountability
Greater Role of IMC in Brand Building
Skyy Spirits Uses a Variety of TouchPoints to Reach Consumers
IMC Communication Tools
Traditional IMC Communication Tools
AdvertisingDirect
MarketingInteractive/
Internet Marketing
SalesPromotion
Publicity/PublicRelations
PersonalSelling
IMC–Audience Contact Points
TargetAudienceTarget
Audience
Broadcast Media
(TV/Radio)
Broadcast Media
(TV/Radio)
Print Media (NewspapersMagazines)
Print Media (NewspapersMagazines)
Public Relations/Publicity
Public Relations/Publicity
Internet/InteractiveInternet/
Interactive
DirectMarketing
DirectMarketing
Sales Promotion
Sales Promotion
Product Placements
(TV and Movies)
Product Placements
(TV and Movies)
Events andsponsorshipsEvents and
sponsorshipsWord-of-Mouth
(Buzz)Word-of-Mouth
(Buzz)
Point-of-Purchase(Displays/Packaging)
Point-of-Purchase(Displays/Packaging)
Personal Selling
Personal Selling
Out-of-homeMedia
Out-of-homeMedia
Assessing Touch/Contact Points
Companies/brands connect to customers through contacts Contact = each and every opportunity the
consumer has to see or hear about the company’s product/brand or have an experience/encounter with it.
Contacts are not neutral conveyors of messages as they add or subtract value “Net promoter” value vs. “Detractor”
Contacts are not all equal - some are more influential than others, e.g. an in-store demonstration will have more impact than a TV or print ad
Company-Created
Planned Messages •Advertising, web sites,
news releases, packages, brochures, store displays
Intrinsic Messages received
from interactions that occur during the process of purchase or use
•Instructions, manuals, web sites, packages, retail sales personnel
Unexpected Unanticipated messages
received that are beyond the control of the company
• Word-of-mouth/buzz• Messages from suppliers,government officials, channels,
retailers, analysts
Customer-InitiatedInteractions that occur whena customer or prospect contactsa company.• Help lines, web sited, e-mail responses, CRM efforts
Types of Touch Points
Company XProducts/Services
High
RelativeImpact
LowAbility to control/influence
High
Planned: Company-Created
Unexpected
Customer Initiated
Intrinsic
Touch Points: Control vs. Impact
Touchpoint Planning
Determining the optimal mix of MARCOM tools or channels to ensure that we deliver the right message, the right way to the right customer, at the right time
Taking a discipline agnostic perspective with no preconceived roles for one MARCOM discipline over another
Zero-based communication planning. Focusing on the objectives to be achieved, the tasks required to achieve them, what MARCOM elements should be used and to what extent
Levels of Integration
Vertical integration – within a specific campaign to a specific audience or market segments All IMC elements working synergistically
Horizontal integration – across campaigns to a specific audience or market segments Alignment across communications to a given
audience to maximize their cumulative impact
Cross-audience integration – across multiple campaigns and across audiences and market segments Delivering a consistent value proposition, message
and image across all markets segments and globally
The Role of Integrated Marketing Communications
IMC perspective can help address these issues and ensure that we:
determine the right wayto deliver the right messageto the right customer at the right time
General Mills Used an Integrated Campaign to Introduce New Wheaties Fuel