IMC - STRATEGIC PLANNING Pertemuan 15 & 16 Mata kuliah: O0274 - INTEGRATED MARKETING COMMUNICATION...

IMC - STRATEGIC PLANNING Pertemuan 15 & 16

Mata kuliah : O0274 - INTEGRATED MARKETING COMMUNICATION

Tahun : 2009/2010

Bina Nusantara University 3

IMC—STRATEGIC PLANNING

The Nature of Marketing Communication Learning Objectives Understand that marketing communications seeks to change ideas Be able to distinguish between intended and unintended communications Recognize centrifugal and centripetal marketing

organizations Be aware of current levels of expenditure on communications mix Know how the communications tools available from internal and external programme can be used to create a consistent image of the business.


The Nature of Marketing Communication

Communication is concerned with : Sending and Receiving Knowledge Ideas Facts Figures Goals Emotions and Values

Subject to discuss Marketers need to take in managing communications Examines the key organisational role for marketers Discuss how that role now needs to change quite fundamentally as we

move into 21st century.


Intentional and Unintentional Communication

Intentional Communication aimed at communicating specific lifestyle values to other identified people on a specific occasionThe way a person dresses may be important for a specific occasion such as wedding party, which require a carefully constructed style of dress to communicate a particular self-image

Unintentional Communication when the style and dress will be observed by others and will send unintended message to other people about style, tidiness, convention and social role


Intentional and Unintentional Communication

IntendedSelf-image

UnintendedPersonalAttributes

IntendedMessage

UnintendedSelf-image

If A and B are inconsistent, credibility is reduced.

If A and B are consistent, credibility is increased

Other people receive the unintended message B

A

B

Send of Message Receive of Message

Impact of Intended and Unintended Communication on Person To Person Communications


Centrifugal and Centripetal Communication

In such business, all of unintentional message sent to the market will contradict the message intended to achieve its market objectives, this is characteristic of Centrifugal Marketing

The more effective kind of organization, in which all activities are focused towards achieving specific marketing objectives

with specific customer, termed Centripetal Marketing.


Centrifugal and Centripetal Communication

Impact of Intended and Unintended Communication on Business Communications

CompanySending Message

IntendedCreativeStrategy

UnintendedCorporateAttributes

Packaging

Sales Rep

Delivery

After Sales

Product

Intended MessageA

UnintendedMessage

BUnintended attributes can be any aspect ofthe selling companywhich negative theintended creative

strategy

If A and B are inconsistent, credibility is reduced.

If A and B are consistent, credibility is increased

Potential customer receivethe unintended message B= lost of potential market

Customer Receiving Message

Session 1. The Nature of Marketing Communication


The Scope of Marketing Communications

The Scope of Marketing Communications therefore encompasses

Both The Internal Information and Decision Making System The Messages and Images Put Across by The Business to Its

Present Potential Customers and Others StakeholdersThe Marketing Communications Mix consists of the

following Communications Tools Sales Force (Personal Selling)—advertising—sales promotion

—direct marketing—public relations—sponsorship—exhibitions—corporate sales promotion and merchandising—Word of Mouth—Internet identity—packaging—point of and New Media.


The Scope of Marketing Communications

$9,000 26%

$1,400 4%

$8,250 24%

$12,400 37%

$3,000 9%

Sales Promotions

PR and Exhibitions

Advertising

Personal Selling

Direct Marketing


Internal Programmes and Communication Tools (1)

Internal Programmes with which the marketer must be involved

Internal Programmes Intended and Unintended Communications Tools

Corporate identity and image

Internal Marketing Communications

Sales force training and development

Dealer/ Distribution Network

Corporate identity design manual and policy, eg logo, design signature, signage, van livery, uniforms, letterhead, compliment slips, personal cards, gifts, annual report, design specifications for packaging and promotional literature

This is a system for telling staff what is happening in the business in order to reinforce motivation, eg new campaign about to break, news letter, training awards, news from international subsidiaries. Staff are also important sources of world of mouth communication, 24 hours a day

Brochures, sales manuals, technical manuals, sales conference

Conferences, training, manuals, brochures, dealer agreement



Internal Programmes with which the marketer must be involved

Internal Programmes Intended and Unintended Communications Tools

Retailer merchandising plans

First-contact-customer service

After-sales service

Production quality assurance

Managing global/ international brands

Display and shelf-facing in own outlets, point-of-sales materials, annual market analysis

Training telephonists and reception staff, brochures, name badges, security clearance

Training, manuals, brochures, point-of-sales literature

Product/ service design to reach the required quality level for the market, training, quality assurance procedures and manuals, motivation of staff to achieve target quality

Contact with world staff, setting common standards, after-sales service, training, sales conferences



External Programmes with which the marketer must be involved

External Programmes Intended and Unintended Communications Tools

Marketing Mix : Promotion

Marketing Mix : Place

Marketing Mix : Price

Marketing Mix : Product

Marketing Mix : People

Communications mix should also plan the integration of all message produced by ingredients of the marketing mix

Distribution is in itself a major method of communication with the market, through gaining effective shelf-facings and merchandising for product

Message about quality and status

Quality must be consistent with advertising, sales and packaging message. This plays a significant role in stimulating repeat purchase

More marketing budget is invented in personal selling than in any other communications tools. The sales force both sells and listens (the voice, eyes and ears of the business) and its effectiveness depends on the quality of individual sales rep, training and level of preparation





Marketing Mix : Processes

Marketing Mix : Physical evidence

In service-based businesses, production often take place at the same time as customers use the service, so the method and technology of production conveys messages to the customers and others. A cash machine which says “out of order” or chews up a bank card is negative and unintended communications

The overall visual presentation of the business is a major communications tool. Van livery and cleanliness of transport is a mobile message with high but immeasurable market cover. Shop signs and window display should be treated as reminder advertising. Product packaging is the 3 D advert of the shelf.





Market Research

Public Relations

Most market research is not about discovering new markets, but about what the established customers are thinking. Many large businesses also use routine market research monitor the image which customers have of them. Unfortunately, instead of this prompting these businesses to develop cohesive communication strategies, it appears to drive them to more advertising spend

PR is only occasionally under marketing control and is difficult to cost within a marketing budget. Some PR cover, such as sponsorship of sports and cultural events, can be measured and coasted


Case StudyLeaky Communications ?

For example, UK water companies have generally much higher water wastage through, leaks in the main supply pipes than water suppliers in other European countries. This contributes significantly to the annual summer water shortages and consumers tend to point the finger of blame at the water companies for paying too much out in dividends to shareholders and investing too little in improving the quality of the main piping. The water companies respond by advertising, but this has little effect in changing consumer attitudes because of the high inconsistency between the water companies’ intended and unintended communication. This reduces the credibility of all communications from these companies, who then have to spend even more on advertising, and carry more administration costs from customers querying their water bills.


BE A WINNER ALWAYS!!

THE WINNER WILL NOT GIVE UP!THE WINNER WILL NOT GIVE UP! EVOKE YOURSELF!EVOKE YOURSELF! MINDMAP YOUR THINKING!MINDMAP YOUR THINKING! BE A LEARNER AND YOU WILL BE A LEARNER AND YOU WILL SEE….!SEE….!

GOODLUCK!!

IMC - STRATEGIC PLANNING Pertemuan 15 & 16 Mata kuliah: O0274 - INTEGRATED MARKETING COMMUNICATION...

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