Marketing Communication Week One Review MKTG-211 / 212

Module Focus: Integrated Marketing Communications Design and management of all communications around core values and identity MKTG-211 / 212

THE MARKETING CYCLE BUSINESS CUSTOMER EXCHANGE COMMUNICATE DELIVER VALUES COMMUNICATE CREATE UNDERSTAND CUSTOMERS EXCHANGE MKTG-211 / 212 3 3

Purposes of Marketing Communication Persuade Action MKTG-211 / 212

Marketing Communications Management Strategy , Values and Identity Target Customer Groups Product/Brand Identity Message Media Money Control and Impact Evaluation MKTG-211 / 212

Basic Communications System NOISE SENDER RECEIVER Message Channel Feedback Mktg – 211/212 Spring 2011

Integrated Marketing Communications (Re. Shimp pp7) Aim is to inform, persuade and prompt action Customer is starting point for design and delivery All “Touchpoints” have potential communications impact All communications deliver a consistent message Mktg – 211/212 Spring 2011

Touchpoints… … any contact /potential contact between the business/ product/ brand and the customer that has the potential to communicate message to customer Mktg – 211/212 Spring 2011

Brand Identity The outward expression of the brand, includes : - its name - visual appearance. Brand identity is its fundamental means of: consumer recognition symbolizes the brand's differentiation from competitors.

Brand Image The customer's “take“ on the brand. For users - this is based on practical experience of the product or service concerned (informed impressions) and how well this meets expectations For non-users - it is based almost entirely upon uninformed impressions, attitudes and beliefs.

Brand Personality The attribution of human personality traits (e.g seriousness, warmth, imagination) to a brand as a way to achieve differentiation. Usually done through long-term above-the-line advertising , packaging and graphics. These traits inform brand behavior through both prepared communication/packaging, and through the people who represent the brand - its employees.

Integrated Brand Communications “ IBC is the process of developing and implementing various forms of persuasive communications programs with customers and prospects over time. The goal of IBC is to influence or directly affect the behaviour of the selected communications audience. IBC considers all sources of brand or company contacts which a customer or prospect has with the product or service as potential delivery channels for future messages.” (Shimp, 2000,)

Message 3 Variables: Code Appeal Execution

The Communications Mix Personal selling Advertising Sales promotion Sponsorship Public relations Point of purchase media Exhibitions E-marketing etc…. TOUCHPOINTS!!

Setting Budgets Complicated by difficulty in measuring effects Range of Methods for setting Objective and Task – most managerial approach

Control and Evaluation Systems to ensure plans actually implemented Measure against plans EVALUATION: Systems to measure performance of communications Measure against Objectives

Reading: In Shimp: Chapters 1 and 2 Pre reading Chapter 4