IMC for Brand Equity Chapter 6

Definition of IMC  IMC is the process of developing and implementing various forms of persuasive communications programs with customers and prospects over time.

IMC is designed to:  Affect behavior  Use all forms of contacts  Start with the customer  Achieve synergy  Build relationships  Affect behavior  Use all forms of contacts  Start with the customer  Achieve synergy  Build relationships

Information Processing Model  Exposure - see or hear ad  Attention - pause to notice ad  Comprehension - get message  Intention - will purchase  Behavior - purchase  Exposure - see or hear ad  Attention - pause to notice ad  Comprehension - get message  Intention - will purchase  Behavior - purchase

Advertising Strategy Step 1 Define positioning - attributes & benefits Points of parity- necessary/ competitive Points of difference - desirable/ deliverable Define positioning - attributes & benefits Points of parity- necessary/ competitive Points of difference - desirable/ deliverable

Advertising Strategy Step 2 Identify creative strategy to communicate positioning Informational - benefit (prob-sol, demo, comparison, testimonial) Transformational - imagery (usage, user, personality/values) Motivational - borrowed (humor, sex) Identify creative strategy to communicate positioning Informational - benefit (prob-sol, demo, comparison, testimonial) Transformational - imagery (usage, user, personality/values) Motivational - borrowed (humor, sex)

Customer Relationship Mangement  Data base usage 1. tracking customer activity 2. Manage customer interactions  Data base usage 1. tracking customer activity 2. Manage customer interactions

Direct Response  Mail - catalogues  Telephone number ordering  TV Infomercials - dramatic  Web pages - informational  Interactive ads - skyscrapers  Mail - catalogues  Telephone number ordering  TV Infomercials - dramatic  Web pages - informational  Interactive ads - skyscrapers

Non-traditional Ads Place advertising billboards, posters movies, airports, retailers Product placement Point of Purchase supermarket radio cart video Place advertising billboards, posters movies, airports, retailers Product placement Point of Purchase supermarket radio cart video

Sales Promotion: Consumers User aggregate - continue to use; increase usage Potential aggregate - try product; put brand into category evoked set User aggregate - continue to use; increase usage Potential aggregate - try product; put brand into category evoked set

Sales Promotion: Trade  Increase purchase frequency - deals  Support brand advertising - co-op  Increase inventories of brand products - shelf space and display options  Increase purchase frequency - deals  Support brand advertising - co-op  Increase inventories of brand products - shelf space and display options

Event Marketing: Types  Arts  Festivals, fairs, annual events  Cause marketing  Entertainment, tours, attractions  Arts  Festivals, fairs, annual events  Cause marketing  Entertainment, tours, attractions

Event Marketing: Objectives  Identify with consumer target market or lifestyle  Increase brand awareness  Create or reinforce perceptions of brand image associations  Enhance corporate image dimensions  Create experiences and evoke feelings  Entertain clients, reward employees  Permit merchandising opportunities  Identify with consumer target market or lifestyle  Increase brand awareness  Create or reinforce perceptions of brand image associations  Enhance corporate image dimensions  Create experiences and evoke feelings  Entertain clients, reward employees  Permit merchandising opportunities

Sponsorship  To meet specific brand objectives  Audience delivered must meet needs of brand consumers  Events, naming opportunities  Measurement - supply side - potential exposure from media coverage demand side - reported exposure from consumers  To meet specific brand objectives  Audience delivered must meet needs of brand consumers  Events, naming opportunities  Measurement - supply side - potential exposure from media coverage demand side - reported exposure from consumers

PR and Publicity Company and brand image protection  PR - annual reports, fund raising, membership drives, lobbying, event management, public affairs  Publicity - press releases, media interviews, press conferences, feature articles, newsletters, photographs, films Company and brand image protection  PR - annual reports, fund raising, membership drives, lobbying, event management, public affairs  Publicity - press releases, media interviews, press conferences, feature articles, newsletters, photographs, films

Buzz Marketing  Word of mouth techniques for high- interest product categories (Krispy Kreme, Blair Witch Project)  Cultural corruption?  Word of mouth techniques for high- interest product categories (Krispy Kreme, Blair Witch Project)  Cultural corruption?

Personal Selling  Sales reps become customer advocates  Corporate sales attitude  Recognition for performance through customer satisfaction not sales  Data based contact to reinforce  Frequent face-to-face interaction with consumer  Sales reps become customer advocates  Corporate sales attitude  Recognition for performance through customer satisfaction not sales  Data based contact to reinforce  Frequent face-to-face interaction with consumer

IMC Mix Criteria  Coverage - reach and impressions  Contribution - main effects of communications on consumers  Commonality - consistent and cohesive brand image in every communication  Complimentary - linkages of different communications  Versatility - degree of appeal to all aggregates  Coverage - reach and impressions  Contribution - main effects of communications on consumers  Commonality - consistent and cohesive brand image in every communication  Complimentary - linkages of different communications  Versatility - degree of appeal to all aggregates

IMC Example: San Diego Zoological Society MAIN ATTRACTIONS Zoo species of animals in native habitat cages Wild Animal Park acre preserve with 2500 animals living together in recreated African habitat MAIN ATTRACTIONS Zoo species of animals in native habitat cages Wild Animal Park acre preserve with 2500 animals living together in recreated African habitat

SDZS Competetition  Sea World  LegoLand  Disneyland  Knott’s Berry Farm  Universal Studios  Magic Mountain  Sea World  LegoLand  Disneyland  Knott’s Berry Farm  Universal Studios  Magic Mountain

SDZS Target Consumers  40% San Diego County  14% other parts of CA  35% from continental US  05% from outside US  40% San Diego County  14% other parts of CA  35% from continental US  05% from outside US

SDZS Communication Objectives  Raise funding for society’s programs  Provide public education  Maintain image on local, regional, national & international levels  Draw visitors to main attractions  Raise funding for society’s programs  Provide public education  Maintain image on local, regional, national & international levels  Draw visitors to main attractions

IMC Strategy: Advertising  Objective: drive attendance; uphold image; educate and inform  Audience: Members/ non-members; households in 5 CA counties; tertiary market of 7 states; tourist group sales  Media: TV, radio, newspaper, magazine, direct marketing, outdoor, film locations  Objective: drive attendance; uphold image; educate and inform  Audience: Members/ non-members; households in 5 CA counties; tertiary market of 7 states; tourist group sales  Media: TV, radio, newspaper, magazine, direct marketing, outdoor, film locations

IMC Strategy: Sales Promotion  Objective: Drive attendance  Audience: Southern CA co-op  Media: Coupons, sweepstakes, tours, broadcast tradeouts, direct maiol, fliers, postcards  Objective: Drive attendance  Audience: Southern CA co-op  Media: Coupons, sweepstakes, tours, broadcast tradeouts, direct maiol, fliers, postcards

IMC Strategy: Public Relations  Objective: Inform, educate, maintain image, reinforce advertising message  Audience: local to international  Media: event coverage; features in local, national and global media; talk show appearances; web site  Objective: Inform, educate, maintain image, reinforce advertising message  Audience: local to international  Media: event coverage; features in local, national and global media; talk show appearances; web site

IMC Strategy:

IMC Strategy: Corporate Sponsorships & Events  Objectives: Provide event funding, promote special programs with corporate sponsors; develop business- zoo partnerships  Audience: Zoo supporters and corporate partners  Media: Ad, PR, co-ops, ticket trades, hospitality centers  Objectives: Provide event funding, promote special programs with corporate sponsors; develop business- zoo partnerships  Audience: Zoo supporters and corporate partners  Media: Ad, PR, co-ops, ticket trades, hospitality centers

IMC Strategy: Direct Mail  Objective: Maintain large supporter base  Audience: local, regional, national and global children, seniors, couples and single memberships  Media: Direct mail and on-grounds visibility  Objective: Maintain large supporter base  Audience: local, regional, national and global children, seniors, couples and single memberships  Media: Direct mail and on-grounds visibility

IMC Strategy: Group Sales  Objective: Maintain group traffic and revenue with group tours  Audience: Conventions, incentive groups, bus tours, associations, scouts, schools, military, organizations, etc.  Media: Travel and tourism trade shows, telemarketing, direct mail, trade publications, advertising, web alliances  Objective: Maintain group traffic and revenue with group tours  Audience: Conventions, incentive groups, bus tours, associations, scouts, schools, military, organizations, etc.  Media: Travel and tourism trade shows, telemarketing, direct mail, trade publications, advertising, web alliances

Measurement  Ticket sales  Media coverage  Web inquiries  Positive attitude and awareness research  New memberships and renewals  Business alliances  Ticket sales  Media coverage  Web inquiries  Positive attitude and awareness research  New memberships and renewals  Business alliances