IIntegrated marketing communication

Integrated Marketing Communication

So many Messages….. So many Sources….

TV

Newspaper

Shop displays

Exhibitions

Hoardings

Magazines

Packaging

FM

Brochures

Articles

Banners

Internet

Friends

Lux

Pepsi

Lee

Arrow

Parle G

LG

Tata

ICICI

Ariel

Maruti

IMC

» Advertising» Sales Promotion» Direct Marketing» Personal Selling» PR

The “Big Picture Approach- How all of a firm’s marketing activities, not

just promotion communicate with its customers

Changing Rules of Marketing Communications

What are the trends today?

-media trends -consumer behaviour -technology advancements

The Scenario today

• Focus shifting from verbal to visual• Media fragmentation• Growth in value of perception vs facts• Shifting of marketing dollars from media advertising

to other forms of promotion-splly trade/consumer promotions

• Rapid growth and development of database marketing• Changes in media buying practices

Why IMC ?

Why IMC ?• Consumer’s perceptions of a co/product are a synthesis of the

bundle of messages they receive or contacts they have

• Consistent, unified image

• Avoid duplication /contradiction

• Synergy across communication tools

• More effective/efficient marketing communication programs

• Enables marketers to respond better to changes in demographics, lifestyles, media use, buying & shopping patterns

In considering how best to communicate with any audience you should make sure you understand each individual, the environment, the information processing process and all the media choices at his/her disposal.

Working of the Communication System

Marketing Communication Messages seek to place bits of information in the prospect’s

mind that hopefully will influence future purchase decisions.

Working of the Communication System

Interpersonal Model of Communication

Sender Message Receiver

Noise

FeedbackField of experience Field of experience

Understanding Information Processing

• Perception- how we select,process and store information in memory

• Access, addition to and use of information previously stored

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are, the olny iprmoetnt tihng is that the frist and lsat ltteer be at the rghit pclae. The rset can be a total

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The Perception Process

• If the message from a marketer is to be selected and processed it must

• Consist of sights, sounds and experiences that can be easily transformed into concepts & categorised in the mind

• Be clearly identifiable and categorizable

• Fit into categories that people have already created

Marketers need to know..

• Where & how the brand is located & stored in a customer’s/prospect’s mind ?

• What are the concepts attached to the marketer’s category ?

Storage Mechanism Hierarchy

• Concepts are made up of chunks of info networked together

• Human mind is a network of concepts & categories

• 3 levels of storage– Superordinate– Basic– Sub-ordinate

BEVERAGE HIERARCY ILLUSTRATION

BEVERAGELiquid

Thirst quenching

Good with food

SOFT DRINK

Carbonated Cola

Cold Preservatives

Slightly sweet

SOFT DRINK

Fruit Nutritious

Slightly sweet All Natural

Cold

All natural soft drink only

Unusual

Healthy

Diet Cola

Artificial sweetener

Diet

Orange Juice

Orange

Breakfast

High Preservative

Fruit Juice

Unhealthy

Artificial taste

Stores well

Superordinate

Subordinate

Basic

Impact of Marketing Communication

New concept

Memory

Old/existing concept

Replacement Model Accumulation Model

New

conc

ept

or m

essa

ge

Existing Concepts

Idea

Concept

MessageRelationship

Crocin ad

90% Awareness

70% Knowledge/comprehension

40% Liking

25% Preference

20% Trial

5%

Repurchase/

regular use

Communication Effects Pyramid

Key Learnings

Key Learnings• Consumers continuously exposed to different messages

from different sources in different forms

• Key promotional tools of reaching out to consumers- Advertising, Direct Marketing, Sales Promotion, Personal Selling, PR

• Why is it important to have an integrated marketing communications approach?

• How does information processing take place?

Key Learnings

• Implications of the information processing process for the marketer-– important to have 2 way communication– important to understand consumer’s filed of experience

and his/her concept/category networks– important to be consistent in communication

Sales Objectives

Vs

Communication Objectives

Setting Objectives

DAGMAR AN APPROACH TO SETTING OBJECTIVES

Colley’s rationale for communication based objectives

– Advertising’s job, purely and simply is to communicate to a defined audience, information and a frame of mind that stimulates action.

– Advertising succeeds or fails depending on how well it communicates the desired information and attitudes to the right people at the right time and the right cost.

– Communication tasks are based on a hierarchical communications process (Awareness, Comprehension, Conviction & Action)

DAGMAR AN APPROACH TO SETTING OBJECTIVES

Advertising objectives should be stated in terms of

– concrete and measurable communication tasks

– specific target audience

– a benchmark starting point

– the degree of change sought

– time period for accomplishing the objective (s)

Conviction

Preference

Liking

Knowledge

Awareness

Effect of Communication on Consumer Movement from Awareness to Action

AnnouncementsDescriptive copyClassified adsSlogans, Jingles

Teaser Campaigns

CognitiveThe realm of thoughts.Ads provide information and facts

Competitive adsAugmentive copy‘Image’ copyStatus.glamour appeals

AffectiveThe realm of emotions.Ads change attitudes or feelings

Point of purchaseRetail store adsDealsLast chance offersPrice appealsTestimonials

Purchase

ConativeThe realm of motives. Ads stimulate or direct desires

Example of types of promotion or advertising relevant to

various steps

Movement towards purchaseRelated Behavioral Dimensions

CRITICISMS OF DAGMAR

• Problems with the response hierarchy

• Sales objectives

• Practicality and costs

• Inhibition of creativity

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Setting Objectives for the IMC Strategy

THE TARGET BUYING INCENTIVE

• What people think about a product category

• Why they think that way

• What problems they have with the category (or brand/s)

• What would it take for a product to overcome those problems and thus make a sale.


• Source of Consumer Information-• behavioral data • primary research • hypothesis based on personal interviews• observations or experience

• The investigation of the consumer should result in a one sentence TBI summary -

Clearly stating what incentive or product benefit will get this particular consumer segment to consider switching from the brand he or she is currently using

• After a TBI sheet is made up for each discrete consumer segment ,a decision must be made on which group or groups would be most profitable to pursue.

THE COMPETITIVE CONSUMER BENEFIT

• What is the one key benefit that can motivate the customer to buy your product rather than a competitor’s ?

• The TBI segment has given us their buying incentive : I would buy another brand of aspirin if it gave me more confidence that it was working better than the brand I am currently using.

• This statement of benefit-or promise is what consumers have told you they want from a brand.The statement is directional. It is no way intended to be the words in a communication message.

•There is an important distinction between a benefit and a feature.

•The product feature is what the product is/ has.

•The product benefit is what the product does for the consumer.

How good I am –is boring.The consumer does not care what’s in your product.

Its ‘whats in it for me” that counts.

THE COMPETITIVE CONSUMER BENEFIT

I.The ConsumerA Target Buying Incentive Product Category ------------------------- Group Number -----------------------------

1.How does this group perceive the products in the category ?2.What do they buy now? How do they buy and use the products?3.Lifestyles, psychographics, attitude towards category

Key group insightWhat does the group want from the product category that they are not now getting ?

Target buying Incentive :I will buy a product that------------------ than any other product in the category.

B.Recommend Target Buying Incentive for the group.Why ?


II. Does the product fit the group ?

A. The reality of the product 1.Whats in it ?2.Why is it different ?

B. How does the consumer perceive the product ?1. How does it look,feel,taste etc ?

C. How does the consumer perceive the company behind the product?

D. The naked truth

E. Does the product fit the group? Recommendation


III How will the competition affect our objectives ?

A What is the network,the competitive frame ?Why?

B What do competitors now communicate to the customer ?

C How are competitors perceived by the customer ?

D How will competition retaliate against your program ?

E How vulnerable is competition ? From whom will we take business?


IV.What is the competitive consumer benefit ?

A. Must be a benefit -solve a consumer problem, better the consumer’s way of life

B. Must be one benefit

C. Must be competitive-better than the competitive frame

D. Must not be a slogan or ad phrase

E. Must be one sentence only.


V.How will marketing communications make the benefit believable to the customer ?

A. Product reason why

B. Perceptual support

C. Communication support


VI What should be the personality of the brand?

A. What unique personality will help further determine the product and discretely differentiate it from the competitive frame?

VII A What main point do you want the consumer to take away from the communication?

B What action do you want the consumer to take as a result of the communication ?• Try product?• Send for more information• Use product more often?• Other?


VIII Perceptual Effect

A If communication is successful ,(month/years)from now the consumer will perceive the product as ---------------------compared to the competition.

IX Consumer Contact Points

A To most effectively reach the consumer with a believable, persuasive message ,the following consumer contact points should be considered? Why?

X Future Research

A List types of research needed in the future to further develop the communications strategy.Why?


Documents

IIntegrated marketing communication