Integrated Marketing Communications The Process of Planning a Synergistic Approach to Promotions and Communications

Integrated Marketing Communications(IMC) u process of developing and implementing various forms of persuasive communications programs with customers and prospects over time

Features of IMC u Affect Behaviors u Uses All Forms of Contact u media, face-to-face, specialty u Starts with the Customer u Achieves Synergy u Builds Relationships u enduring link between customer, brand and firm

Making Brand Level Marketing Communications Decisions Implementation Decisions Mixing Elements Creating Message Selecting Media Establishing Momentum Enhancing Brand Equity Affecting Behavior Program Eval Fundamental Decisions Positioning Targeting Setting Objectives Budgeting MarCom Program Outcomes

Fundamental MarCom Decisions u Positioning u The key feature or image that stands out in consumers’ collective mind u Calvin Klein u Targeting u Deliver precise messages to segments of the market u Psychographics, demos, geos,VALS

Communication Objectives u Building Category Wants u Primary Demand u Creating Brand Awareness u Enhancing Attitudes and Influencing Intentions u Facilitating Purchase

Budgeting u Objective/Task Method best u Set objectives and then determine strategies and costs accordingly u Top Down or Bottom Up u Build upon objective task by allowing area manager to request budget dollars based on costs of strategies

Guiding Structure Ideals u All marketing communications should be: u 1) Clearly positioned u 2) Directed at a particular target market u 3) Created to achieve a particular objective u 4) Undertaken to accomplish objective within budget constraint

Implementation Decisions u Mixing Elements u Look to achieve synergy u Pr, advertising, personal selling, sales promotion u Creating Messages u Use of appeal type, matches objectives and creates synergy u Selecting Media u Matching TM/TA u Minimize wasted coverage

Implementation Decisions Establishing Momentum investing and timing promotional efforts to maximize potential launch effectiveness

MarComm OutComes u Program Evaluation u Sales? u Brand awareness u Message comprehension u Attitude formation

Brand Equity u AMA defines brand as, “name, term, sign, symbol, or design or combination of them intended to identify the goods and services of one seller or a group of sellers and to differentiate them from competition.”

Five Dimensions u Sincerity u Honest, wholesome I.e., Campbell’s soup u Excitement u Imaginative, spirited, up to date I.e., Calvin Klein, Sony u Competence u Reliable, intelligent, successful I.e., Maytag u Sophistication u Charming, high end, fashionable, I.e., Rolex, Louis Vuitton u Ruggedness u Tough, durable, outdoorsy I.e., Timex and Timberland

Brand Equity u Components u Brand Awareness u Does the brand name come to mind when consumers think of the product category u Recall vs. recognition u Brand Image u Types of associations that come to mind for the consumer u Feelings, status, quality

What makes a brand successful? u Excels at delivering benefits customers desire u Is consistent u Portfolio of products makes sense u Brand is properly supported over time u Stays relevant to consumer (M&Ms and colors; Sony and innovations) u Pricing system matches impressions of value

Trends in Promotions and IMC u Reduced Use of Advertising u Greater Use of Targeted Communications u Increased Demands on Suppliers u Assess ROI

Marketing Communications Process - The Model u Marketing Structure - constrains actions u Environment u Brand Level Decisions u General - Target Markets, Obj, Budget u Specific Choices - Media, Message, Mix u Evaluation - action, awareness, recall u Brand Equity Enhancement

Brand Concept Management u Introduce u generate awareness u Fortify u utilize frequency to generate memorability and recall u Elaborate u introduce new products under the family name

Market Structure u organizational arrangement used to achieve goals u Issues of Interest u Reorganization u move away from brand to category management u Concept of Category Management u Category Management u Reviewing Product Categories u Targeting Consumers u Merchandising u Implementation u Evaluation

Environmental Issues u Monitoring u SA u SWOT u ID Problems and Opportunities u Managing u anticipate!

Brand-Level Communications Process u General Choices u Specific Choices u Evaluation u ***SEE CHART

Brand Level Decisions

General Choices u Target Markets u who is my prospect? u Segmentation and Positioning Strategies u Objectives u Communication, Persuasion, Awareness, Action u Which Elements of the Mix are Best? u Budgets - judgmental and data-oriented

Specific Choices u Mixture of Elements u Reliance on Each of the Elements of the Promotional Mix u Message u encoding, appeals u Media Selection and Planning u Momentum u Evaluation

Evaluation u Review Measurable Objectives u Then Compare Progress Towards u Communication Objectives u Action Objectives