Managing the IMC Process Deciding on the Marketing Communication Mix Developing Effective Marketing Communication Role of Marketing Communication Integrated

Managing theIMC Process

Deciding on the MarketingCommunication Mix

Developing Effective Marketing Communication

Role of Marketing Communication

Integrated Marketing Communication (IMC)





The Role of Marketing Communication• The changing marketing communication environment• Marketing communication, brand equity, and sales

Marketing Communication Mix

1. Advertising 2. Sales promotion 3. Public relations and publicity 4. Events & experiences 5. Direct & interactive marketing 6. Word of mouth marketing 7. Personal selling

Marketing communication increases in brand equity

1. Brand awareness2. Brand image 3. Brand responses 4. Brand relationship

• The communication process models

Macro model of the communication process (Fig 17.2, p.514)

Micro model of the communication process (Fig 17.3, p. 515)





Developing Effective CommunicationsIdentifying Target

Audience

Determine Objectives

Design Communications

Select Channels

Establish Budget

Decide on Media Mix

Measure Results

Manage IMC

Primary/Secondary/Influencer

Category need/Brand awareness/Brand attitude/Brand purchase intention

• Message strategy (what to say)• Creative strategy (how to say it)• Message source (who should say it)

• Personal communication channels (social channels, advocate, expert)

• Non-personal communication channel• Media• Sales promotion• Events & experiences • Public relations

• Integration of communication channels





Developing Effective CommunicationsIdentifying Target

Audience



Select Channels

Establish Budget

Decide on Media Mix

Measure Results

Manage IMC

1. Affordable method 2. % of sales method 3. Competitive parity method 4. Objective & task method

• Establish the market share goal • Determine the % of the market that should be

reached by advertising • Determine the % of aware prospects that should be

persuaded to try the brand• Determine the number of advertising impressions

per 1% trial rate • Determine the number of gross rating points that

would have to be purchased • Determine the necessary advertising budget on the

basses of the average cost of buying a gross rating point





Identifying Target Audience



Select Channels

Establish Budget

Decide on Media Mix

Measure Results

Manage IMC

Deciding on the Marketing Communication Mix Factors in setting the marketing communication mix

• Type of product market (B2B/B2C)• Buyer’s readiness stage • Product lifecycle stage

Characteristic of marketing communication mix1. Advertising

• Persuasiveness• Amplified expressiveness • Impersonality

2. Sales promotion• Communication• Incentive • Invitation

3. Public relations & publicity• High credibility• Ability to catch buyers off-guard• Dramatization

4. Event & experiences• Relevant • Involving • Implicit

5. Direct & indirect marketing • Customised• Up-to-date• Interactive

6. Word of mouth • Credible • Personal• Timely

7. Personal selling • Personal interaction• Cultivation• Response





Identifying Target Audience



Select Channels

Establish Budget

Decide on Media Mix

Measure Results

Manage IMC

Deciding on the Marketing Communication Mix Measure Result

• Intermediate outputs (reach, frequency, recall, recognition scores, persuasion changes, cost per thousand)

• Behavior change





Managing the IMC Process

• Coordinating media • Implementing IMC

• Coverage • Contribution• Commonality• Complementary • Versatility • Cost





Managing Mass Communications:Advertising, Sales promotion, Events & Experiences, Public Relations





Developing & Managing an Advertising Program1. Setting the objective

• Informative advertising • Persuasive advertising• Reminder advertising • Reinforcement advertising

2. Deciding on the advertising budget • Factor that effects budget consideration

a. Stage in the product lifecycle b. Market share & consumer base c. Competition & clutter d. Advertising frequency e. Product substitutability

• Advertising elasticity 3. Developing the advertising campaign

• Message generation & evaluation• Creative development & execution (TV/print/radio)• Legal and social issues





Deciding on Media & Measuring Effectiveness1. Deciding on reach, frequency, and impact

(p.545 – reach, frequency, impact, total number of exposure)2. Choosing among major media types

• Target audience • Media habits • Product characteristics • Message characteristics • Cost

3. Alternative advertising options • Place advertising (out of home)• Product placement • Point of purchase • Evaluating alternative media

4. Selecting specific media vehicles • Circulation• Audience • Effective audience • Effective ad – exposure audience

5. Deciding on media timing & allocation• Continuity • Concentration• Flighting• Pulsing

6. Evaluating advertising effectiveness• Communication-effect research (Pre-test,

Post-test)• Sales-effect research (fig 18.4 p. 554)





Sales Promotion1. Objectives2. Advertising VS Promotion3. Major decisions

• Establishing objectives • Selecting consumer promotion tools – table 18.5 p. 557• Selecting trade promotion tools –table 18.6 p.558• Selecting business and sales promotion tools –table 18.7 p. 559• Developing the program • Pretesting, implementing, controlling, and evaluating the program





Events & Experiences1. Event Objectives

• To identify with a particular target market or lifestyle• To increase awareness of company or product name• To increase or reinforce perceptions of key brand image associations• To enhance corporate image• To create experiences and evoke feelings• To express commitment to the committee or on social issues• To entertain key clients or reward key employees• To permit merchandising or promotional opportunities

2. Major sponsorship decisions i. Choosing events ii. Designing sponsorship programsiii. Measuring sponsorship activities

• Direct tracking of sponsorship-related promotions • Qualitative research• Quantitative analysis

3. Creating experiences





Public Relations1. Marketing Public Relations (publicity)

• Launching new product • Repositioning a mature product • Building interest in a product category• Influencing specific target groups • Defending products that have encountered public problems • Building the corporate image in a way that effects favorably on its products•

2. Major decisions in marketing Public Relations • Establishing objectives • Choosing message and vehicles (table 18.8 p.568)• Implementing the plan and evaluating results





Managing personal communication:Direct & interactive marketing, word of mouth





Direct Marketing1. The benefit of direct marketing 2. Direct mail

• Objectives • Target markets and prospects • Offer elements • Testing elements • Measuring campaign success

3. Catalog marketing 4. Telemarketing 5. Other media for direct-response marketing6. Public and ethical issues in direct marketing

• Irritation• Unfairness • Deception and fraud • Invasion of privacy





Interactive Marketing1. Advantage and disadvantage of interactive marketing 2. Placing ads and promotions on-line

I. Websites • Ease of use

• The site download quickly• The 1st page is easy to understand• Easy to navigate to other pages that open quickly

• Physical attractiveness • Individual page is cleaned not crammed with content • Type faces and font sizes are very readable • Good use of color (and sound)

• 7Cs:context/content/community/customization/communication/ communication/connection/commerce

II. Microsites VII. Sponsorships

III. Search ads VIII. AlliancesIV. Display ads IX. Online communitiesV. Interstitials X. E-mail VI. Internet –specific ads & videos XI. Mobile Marketing





Word of Mouth 1. Buzz and viral marketing

• How to start a buzz fire p.588• Buzz agent’s word-of-mouth dos and don’ts

2. Opinion leaders 3. Blogs 4. Measuring the effects of word of mouth (WOM)

Documents

Managing the IMC Process Deciding on the Marketing Communication Mix Developing Effective Marketing Communication Role of Marketing Communication Integrated