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Transcript of IIntegrated marketing communication
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Integrated Marketing Communication
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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
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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
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Changing Rules of Marketing Communications
What are the trends today?
-media trends -consumer behaviour -technology advancements
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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
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Why IMC ?
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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
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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.
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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.
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Working of the Communication System
Interpersonal Model of Communication
Sender Message Receiver
Noise
FeedbackField of experience Field of experience
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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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Aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it deosn't mttaer inwaht oredr the ltteers in a wrod
are, the olny iprmoetnt tihng is that the frist and lsat ltteer be at the rghit pclae. The rset can be a total
mses and you can sitll raed it wouthit porbelm.Tihs is bcuseae the huamn mnid deos not raed ervey lteter
by istlef,but the wrod as a wlohe.
Tihs is aslo the tset of speed raeidng.
Amzanig huh?
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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
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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 ?
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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
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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
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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
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Crocin ad
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90% Awareness
70% Knowledge/comprehension
40% Liking
25% Preference
20% Trial
5%
Repurchase/
regular use
Communication Effects Pyramid
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Key Learnings
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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?
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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
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Sales Objectives
Vs
Communication Objectives
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Setting Objectives
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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)
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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)
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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
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CRITICISMS OF DAGMAR
• Problems with the response hierarchy
• Sales objectives
• Practicality and costs
• Inhibition of creativity
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pfizerPFIZER
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Alpenleibe lollipop
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Pantene
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ujjala
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Setting Objectives for the IMC Strategy
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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.
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THE TARGET BUYING INCENTIVE
• 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.
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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.
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•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
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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 ?
THE TARGET BUYING INCENTIVE
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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
THE TARGET BUYING INCENTIVE
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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?
THE TARGET BUYING INCENTIVE
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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.
THE TARGET BUYING INCENTIVE
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V.How will marketing communications make the benefit believable to the customer ?
A. Product reason why
B. Perceptual support
C. Communication support
THE TARGET BUYING INCENTIVE
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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?
THE TARGET BUYING INCENTIVE
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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?
THE TARGET BUYING INCENTIVE