IMC to Build Brand Equity

Why IMC

Identify a target market Increase awareness Reinforce consumer perceptions of key brand

image associations Enhance corporate image

Why IMC

Create experiences & evoke feelings Express commitment to community & social

issues Entertain Helps in merchandising & promotional

activities

Effective IMC

Current Brand

Knowledge

DesiredBrand

Knowledge

Communication

Effective IMC

Current Brand Knowledge Desired Brand Knowledge – define POP,POD

& Brand Values

How does communication help company move from current to desired brand knowledge ?

Persuasion Process

Exposure – See & hear Attention - Notice Comprehension - Understand Yielding – Respond favorably Intention – Plan to act in a desired manner Behavior - Act in a desired manner

Marketing Communication Options

1. Media Advertising

2. Direct Response Advertising

3. Online Advertising

4. Place Advertising

5. POP Advertising

Marketing Communication Options

6. Trade Promotions

7. Consumer Promotions

8. Event Marketing& Sponsorships

9. Publicity& PR

10. Personal Selling

Media Advertising

TV Radio Newspaper Magazines

Direct Response Advertising

Mail Telephone Broadcast media Print media

Place Advertising

Billboards & posters Movies, Airlines, lounges Product Placement POP

POP Advertising

Shelf talkers Aisle Markers Shopping cart ads In-store Radio/TV

Trade Promotions

Trade Deals & buying allowances POP display allowances Push money -incentives Dealer contests Training Programs Trade shows Co-operative advertising

Consumer Promotions

Samples Coupons Premiums Refunds & rebates Contests Bonus packs Price- offs - EDLPs

Events & Sponsorships

Sports Arts Entertainment Fairs & Festivals Cause - related

Developing IMC Programs

1. Determining optimal communication mix

2. Matching Communication options

3. Using IMC Choice criteria

2. Matching Communication Options

Criteria –

1. Coverage- proportion of audience it reaches

2. Contribution- ability to create desired response

3. Commonality – create a cohesive & consistent brand image

2. Matching Communication Options

Criteria - • Complementarities – extent to which

different associations & linkages are emphasized across communication options

• Versatility – ease of moving effectively across different groups of consumers

• Cost

3. Using IMC Choice criteria

Evaluating Communication Options Establishing priorities & trade offs between

various criteria Final design & execution