Complex,Varied

MarketingActivity

Comprehensive,Robust

MarketingMeasures

Detailed,Rich

MarketingModels

MARKETING PLANNING PROCESS

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Role of Integrated Marketing Communications

• Marketing communications …– are the “voice” of the brand and are a

means by which it can establish a dialogue and build relationships with consumers.

– allow marketers to inform, persuade, incent, and remind consumers directly or indirectly

– can contribute to brand equity by establishing the brand in memory and linking strong, favorable, and unique associations to it.

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Role of Integrated Marketing Communications (Cont.)

– Consumers can be told or shown how and why a product is used, by what kind of person, and where and when;

– Consumers can learn about who makes the product and what the company and brand stand for

– Consumers be given an incentive or reward for trial or usage

– Brands can be linked to other …• People • Places • Events • Brands • Experiences• Feelings• Things

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Simple Test for Marketing Communications

1. 3. 2. Current Desired

Brand Brand Knowledge Knowledge

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Integrated Marketing Communications and Customer-

Based Brand Equity• One implications of the CBBE

framework is that the manner in which brand associations are formed does not matter -- only the resulting strength, favorability, and uniqueness

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Designing Integrated Marketing Communications

Programs• From the perspective of customer-based

brand equity, marketers should evaluate all possible communication options available to create knowledge structures according to effectiveness criteria as well as cost considerations.

• Different communication options have different strengths and can accomplish different objectives.

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Alternative Communication Options(Consumer)

• Media Advertising (TV, radio, newspapers, magazines)

• Direct Response Advertising• Interactive (on-line) Advertising & Web Sites• Outdoor Advertising (billboards, posters, cinema)• Point-of-Purchase Advertising• Trade Promotions• Consumer Promotions• Sponsorship of Event Marketing• Publicity or Public Relations

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Alternative Communication Options(Business-to-Business)

• Media Advertising (TV, radio, newspaper, magazines)• Trade Journal Advertising• Interactive (on-line) Advertising & Web Sites• Directories• Direct Mail• Brochures & Sales Literature• Audio-Visual Presentation Tapes• Giveaways• Sponsorship or Event Marketing• Exhibitions, Trade Shows, Conventions• Publicity or Public Relations

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Print Ad Evaluation Criteria• Is the message clear at a glance?• Is the benefit in the headline?• Does the illustration support the

headline?• Does the first line of the copy support or

explain the headline and illustration?• Is the ad easy to read and follow?• Is the product easily identified?• Is the brand or sponsor clearly identified?

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Ad Campaign Considerations• Campaigns make brands -- not single ads• Be creative and develop creative themes

– Avoid slavishly sticking to executional formulas• Brand communications should sing like a

choir – Multiple voices– Multiple notes

• Find fresh consumer insights & compelling brand truths

• Productively conduct ad research

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IMC Case StudyCMPB Success Factors

• Smart strategy – Relative deprivation

• Imaginative creative – Funny but relevant

• Clever hook – “Got milk?” slogan

• Timely secondary media– In store

• Right partners

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Common Mistakes in Developing Advertising

• Failure to distinguish ad positioning (what you say) from ad creative (how you say it)

• Mistaken assumptions about consumer knowledge

• Improperly positioned• Failure to break through the clutter• Distracting, overpowering creative in

ads

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Common Mistakes in Developing Advertising

(cont.)• Under-branded ads• Failure to use supporting media• Changing campaigns too frequently• Substituting ad frequency for ad

quality

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CommunicationOption A

Communication Option C

CommunicationOption B

Audience

Audience Communication Option Overlap

Note: Circles represent the market segments reached by various communication options. Shaded portions represent areas of overlap in communication options.

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Evaluating IMC Programs• Coverage - what proportion of the

target audience is reached by each communication option employed, as well as how much overlap exists among options

• Cost - what is the per capita expense

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Evaluating IMC Programs (cont.)

• Contribution - the collective effect on brand equity in terms of – enhancing depth & breadth of awareness– improving strength, favorability, &

uniqueness of brand associations

• Commonality - the extent to which information conveyed by different communication options share meaning

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Evaluating IMC Programs (cont.)

• Complementarity - the extent to which different associations and linkages are emphasized across communication options

• Versatility - the extent to which information contained in a communication option works with different types of consumers

• Different communications history• Different market segments

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“Keller Be’s”• Be analytical: Use frameworks of consumer

behavior and managerial decision-making to develop well-reasoned communication programs

• Be curious: Fully understand consumers by using all forms of research and always be thinking of how you can create added value for consumers

• Be single-minded: Focus message on well-defined target markets (less can be more)

• Be integrative: reinforce your message through consistency and cuing across all communications

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“Keller Be’s”• Be creative: State your message in a

unique fashion; use alternative promotions and media to create favorable, strong, and unique brand associations

• Be observant: Monitor competition, customers, channel members, and employees through tracking studies

• Be realistic: Understand the complexities involved in marketing communications

• Be patient: Take a long-term view of communication effectiveness to build and manage brand equity

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• Pick a brand and gather all its marketing communication materials. How effectively have they “mixed and matched” marketing communications? Have they capitalized on the strengths of different media and compensated for their weaknesses at the same time? How explicitly have they integrated their communication program?