Day 1 Handout

7/29/2019 Day 1 Handout

1/24

Integrated Marketing

CommunicationsMKT 846

Professor West


2/24

What is IMC?

According to Ogilvy & Mather

IMC is orchestration


3/24

Orchestral Analogy

An orchestra consists of manyinstruments, each of which produces adifferent sound

Whereas, marketing communication

involves multiple media with differingcharacteristics.


4/24

Orchestral Analogy

If the sounds are not coordinated, theorchestra produces noise rather thanmusic

Similarly, an ill-conceived

communications plan can sendinconsistent messages, detracting fromthe brand.


5/24

Orchestral Analogy

An orchestra performs according to amusical score and under the directionof a conductorAn IMC plan should detail which marketing

communications functions and what mediawill be used a which times and to what

extent.The plan must be clearly communicated

internally and overseen to make sure thateveryone understands their role


6/24

What is the Purpose of IMC?

According to Duncan

The primary responsibility of IMC is tohelp the organization to:

Acquire, Retain, and GrowCustomers!


7/24

Focus on Brand Building

Strong brands add value

From the firms perspective

Brand equity can be leveraged through extensions,

collaborations, licensing

From the customers perspective

Brands provide assurance, simplify our lives, reflect our

personality

Brands transform products goods as well as

services into something larger than the

product itself.


8/24

Transactions to Relationships

The marketplace has changed:

Increased Competition

Distrustful Customers

New technologiesRecognition that its more profitable to retain than

acquire customers

Managing customer relationships drive brandvalue

Communication is the foundation of allrelationships, including brand relationships


9/24

IMC Helps Build Profitable

Customer Relationships

Focuses on relationships instead of transactions

Establishes more personal, two-way communication

with customers

Determines the best mix of marketingcommunication functions and media for a brand

Helps ensure that a brand has one voice, one look

Takes advantage of new media and newcommunication and information technologies

Builds trust in a brand by creating an open,

customer-focused culture


10/24

Building Relationships With

Boots The Chemists


11/24

Case Study: Boots The Chemists

Largest pharmacy chain in Britain J. Walter Thompson launched a strategic relationship

building IMC campaign

Elements of the campaign Consumer perceptionsman in the white coat

Trusted authority

New positioning look good and feel good Understanding, stimulating, personalized, fulfilling, enjoyable

Campaign Objectives Increase profitability by increasing frequency of visits and amount

spent per visit

Enroll 8 million cardholders in 12 months

Achieve an incremental sales increase of 3.2 percent


12/24


Elements of the campaign (cont.)

Target Audience

83% of customers are women

Focus on young women who could be motivated to treat

themselves rather than deal-seekers

Creative Strategy

Boots Rescue

Resolution
http://www.jwt.co.uk/work/casestudies/media_boots.asp?media=tv&pluginType=qt&adName=boat_rescuehttp://localhost/var/www/apps/conversion/tmp/advertising/ads/resolution.movhttp://localhost/var/www/apps/conversion/tmp/advertising/ads/resolution.movhttp://www.jwt.co.uk/work/casestudies/media_boots.asp?media=tv&pluginType=qt&adName=boat_rescue


13/24


Elements of the campaign (cont.)

Message Delivery

In-store material & staff training followed by television

Evaluation Launch produced a database of 8 million BTC customers

More than 3 percent sales increase in year 1, 8 percent in year 2

Cardholders average purchase was 8 percent high than non-

cardholders


14/24

Relationship Intensity

Stages of Relationships

Awareness:brand is included in customers evoked set

Identity: customers display the brand, indicating anemotional attachment to it

Connected: customers communicate with the company

in-between purchases

Community: customers communicate with each other

Advocacy: customers communicate with prospects,

make referrals


15/24

Four Basic Components

A sound IMC plan will be based on research

and careful consideration of the situationand

environmentin which the effort will take place.

The plan will include four basic components:

Objectives What you want accomplished

Strategies Ideas for accomplishing objectives

Tactics Actions for executing the strategy

Evaluation Measures for evaluating success


16/24

Marketing Plan

Situation Strategy Marketing TargetAnalysis Development Mix Market

Compay

CompetitoqsCollaboqatoq

sCosumeqs

IdetifyMaqketsMaqketSegmetatioSelectaTaqgetMaqketevelop

Positioig

PqoductDecisios

PqicigDecisios

ChaelDecisios

PqomotioalDecisioseselleq

Customeq:CosumeqBusiess

Promotion to

final buyer

Promotion

to trade

Purchase


17/24

Marketing Plan

Situation Strategy Marketing TargetAnalysis Development Mix Market

Compay

CompetitoqsCollaboqatoq

sCosumeqs

IdetifyMaqketsMaqketSegmetatioSelectaTaqgetMaqketevelop

Positioig

PqoductDecisios

PqicigDecisios

ChaelDecisios

PqomotioalDecisioseselleq

Customeq:CosumeqBusiess

Promotion to

final buyer

Promotion

to trade

Purchase

Advertising

Direct Marketing

Interactive

Marketing

Sales Promotion

Publicity and PR

Personal Selling

Internal

Communication


18/24

Course Overview

Syllabus highlightsMaterials:

Duncan, IMC: Using Advertising & Promotions to Build

Brands Purvis, Which Ad Pulled Best, 9th edition

Objectives: To experience IMC planning by working together to

develop a communications plan To sharpen your skills at evaluating existing marketing

communication material


19/24

Course Overview

Syllabus highlights

Requirements

Your performance will be assessed through a

combination measuring including:

Daily participation 10%

Final (in-class) 30%

Four Mini-Projects 20%

Final Presentation & Paper40%


20/24

Course Overview

Webpage (http://fisher.osu.edu/~west_284/mkt846w04)

Syllabus

Schedule (daily slides)

Project Information

Resources
http://fisher.osu.edu/~west_284/mkt846w04http://fisher.osu.edu/~west_284/mkt846w04


21/24

Project Details

Teams will develop a marketing communications

plan for a product or service of their choosing

Criteria for selecting a product/service:

The brand could improve its market position by changing its

communications strategy.

The brand is suited to TV advertising

Access to members of the target market for research purposes

Use of mini-projects to foster a systematic approach

and provide feedback

Step 1: Situation Analysis

Step 2: Target selection, positioning, communication

objectives, creative development


22/24

Project Details

Use of mini-projects to foster a systematic approach

and provide feedback

Step 3: Sales & Trade Promotions

Step 4: Direct MarketingAdditional Elements

Budget, Evaluating Success

Various team members should adopt differing

perspectives to be sure that all stakeholders are

considered


23/24

TeamSelection

Each class member selects one teammate However, you may not end up on the same team

Write your name and your intended teammatesname on the form provided You and your teammate should only submit one page

Ten pairs of names will be drawn to form fourperson teams

The remaining names Will be separated and drawn one at a time

If your name is picked you will have the opportunity to joinany team with only four members


24/24

Next Time

Catch up on reading

Duncan Chapters 1 - 4

Set up weekly meeting time with yourteam and get cracking on picking your

product or service

Documents

Day 1 Handout