Integrated Marketing Communications

MKT 846

Professor West

What is IMC?

According to Ogilvy & Mather…

IMC is “orchestration”

Orchestral Analogy

An orchestra consists of many instruments, each of which produces a different sound…

Whereas, marketing communication involves multiple media with differing characteristics.

Orchestral Analogy

If the sounds are not coordinated, the orchestra produces noise rather than music…

Similarly, an ill-conceived communications plan can send inconsistent messages, detracting from the brand.

Orchestral Analogy

An orchestra performs according to a musical score and under the direction of a conductor…An IMC plan should detail which marketing

communications functions and what media will be used a which times and to what extent.

The plan must be clearly communicated internally and overseen to make sure that everyone understands their role

What is the Purpose of IMC?

According to Duncan…

The primary responsibility of IMC is to help the organization to:

Acquire, Retain, and Grow Customers!

Focus on Brand Building

Strong brands add value From the firm’s perspective…

Brand equity can be leveraged through extensions, collaborations, licensing

From the customer’s 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.

Transactions to Relationships

The marketplace has changed: Increased Competition Distrustful Customers New technologies Recognition that it’s more profitable to retain than

acquire customers Managing customer relationships drive brand

value Communication is the foundation of all

relationships, including brand relationships

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 marketing

communication functions and media for a brand Helps ensure that a brand has one voice, one look Takes advantage of new media and new

communication and information technologies Builds trust in a brand by creating an open,

customer-focused culture

Building Relationships WithBoots The Chemists

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 perceptions – “man 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

Case Study: Boots The Chemists

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

Case Study: Boots The Chemists

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

Relationship Intensity

Stages of Relationships Awareness: brand is included in customer’s evoked set Identity: customers display the brand, indicating an

emotional 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

Four Basic Components

A sound IMC plan will be based on research and careful consideration of the situation and environment in which the effort will take place.

The plan will include four basic components:Objectives – What you want accomplishedStrategies – Ideas for accomplishing objectivesTactics – Actions for executing the strategy Evaluation – Measures for evaluating success

Marketing Plan

Situation Strategy Marketing Target Analysis Development Mix Market

Promotion tofinal buyer

Promotion to trade

Purchase

Marketing Plan

Situation Strategy Marketing Target Analysis Development Mix Market

Promotion tofinal buyer

Promotion to trade

Purchase

•Advertising

•Direct

Marketing

•Interactive

Marketing

•Sales

Promotion

•Publicity and

PR

•Personal

Selling

•Internal

Communication

Course Overview

Syllabus highlights… Materials:

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

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 & Paper – 40%

Course Overview

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

Syllabus Schedule (daily slides) Project Information Resources

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

Project Details

Use of mini-projects to foster a systematic approach and provide feedback Step 3: Sales & Trade Promotions Step 4: Direct Marketing

Additional Elements Budget, Evaluating Success

Various team members should adopt differing perspectives to be sure that all stakeholders are considered

Team Selection

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

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

Ten pairs of names will be drawn to form four person teams

The remaining names … Will be separated and drawn one at a time If your name is picked you will have the opportunity to join

any team with only four members

Next Time…

Catch up on readingDuncan Chapters 1 - 4

Set up “weekly meeting time” with your team and get cracking on picking your product or service