Integrated Marketing Communications MKT 846 Professor West.
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Transcript of Integrated Marketing Communications MKT 846 Professor West.
Orchestral Analogy
An orchestra consists of many instruments, each of which produces a different sound…
Whereas, marketing communication involves multiple media with differing characteristics.
Orchestral Analogy
If the sounds are not coordinated, the orchestra produces noise rather than music…
Similarly, an ill-conceived communications plan can send inconsistent messages, detracting from the brand.
Orchestral Analogy
An orchestra performs according to a musical score and under the direction of a conductor…An IMC plan should detail which marketing
communications functions and what media will be used a which times and to what extent.
The plan must be clearly communicated internally and overseen to make sure that everyone understands their role
What is the Purpose of IMC?
According to Duncan…
The primary responsibility of IMC is to help the organization to:
Acquire, Retain, and Grow Customers!
Focus on Brand Building
Strong brands add value From the firm’s perspective…
Brand equity can be leveraged through extensions, collaborations, licensing
From the customer’s perspective… Brands provide assurance, simplify our lives, reflect our
personality
Brands transform products – goods as well as services – into something larger than the product itself.
Transactions to Relationships
The marketplace has changed: Increased Competition Distrustful Customers New technologies Recognition that it’s more profitable to retain than
acquire customers Managing customer relationships drive brand
value Communication is the foundation of all
relationships, including brand relationships
IMC Helps Build Profitable Customer Relationships
Focuses on relationships instead of transactions Establishes more personal, two-way communication
with customers Determines the best mix of marketing
communication functions and media for a brand Helps ensure that a brand has one voice, one look Takes advantage of new media and new
communication and information technologies Builds trust in a brand by creating an open,
customer-focused culture
Case Study: Boots The Chemists
Largest pharmacy chain in Britain J. Walter Thompson launched a strategic relationship
building IMC campaign Elements of the campaign
Consumer perceptions – “man in the white coat” Trusted authority
New positioning “look good and feel good” Understanding, stimulating, personalized, fulfilling, enjoyable
Campaign Objectives Increase profitability by increasing frequency of visits and amount
spent per visit Enroll 8 million cardholders in 12 months Achieve an incremental sales increase of 3.2 percent
Case Study: Boots The Chemists
Elements of the campaign (cont.) Target Audience
83% of customers are women Focus on young women who could be motivated to “treat
themselves” rather than “deal-seekers”
Creative Strategy Boots Rescue Resolution
Case Study: Boots The Chemists
Elements of the campaign (cont.) Message Delivery
In-store material & staff training followed by television
Evaluation Launch produced a database of 8 million BTC customers More than 3 percent sales increase in year 1, 8 percent in year 2 Cardholders’ average purchase was 8 percent high than non-
cardholders
Relationship Intensity
Stages of Relationships Awareness: brand is included in customer’s evoked set Identity: customers display the brand, indicating an
emotional attachment to it Connected: customers communicate with the company
in-between purchases Community: customers communicate with each other Advocacy: customers communicate with prospects,
make referrals
Four Basic Components
A sound IMC plan will be based on research and careful consideration of the situation and environment in which the effort will take place.
The plan will include four basic components:Objectives – What you want accomplishedStrategies – Ideas for accomplishing objectivesTactics – Actions for executing the strategy Evaluation – Measures for evaluating success
Marketing Plan
Situation Strategy Marketing Target Analysis Development Mix Market
Promotion tofinal buyer
Promotion to trade
Purchase
Marketing Plan
Situation Strategy Marketing Target Analysis Development Mix Market
Promotion tofinal buyer
Promotion to trade
Purchase
•Advertising
•Direct
Marketing
•Interactive
Marketing
•Sales
Promotion
•Publicity and
PR
•Personal
Selling
•Internal
Communication
Course Overview
Syllabus highlights… Materials:
Duncan, “IMC: Using Advertising & Promotions to Build Brands”
Purvis, “Which Ad Pulled Best,” 9th edition Objectives:
To experience IMC planning by working together to develop a communications plan
To sharpen your skills at evaluating existing marketing communication material
Course Overview
Syllabus highlights…Requirements
Your performance will be assessed through a combination measuring including:Daily participation – 10%Final (in-class) – 30%Four “Mini-Projects” – 20%Final Presentation & Paper – 40%
Course Overview
Webpage (http://fisher.osu.edu/~west_284/mkt846w04)
Syllabus Schedule (daily slides) Project Information Resources
Project Details
Teams will develop a marketing communications plan for a product or service of their choosing Criteria for selecting a product/service:
The brand could improve its market position by changing its communications strategy.
The brand is suited to TV advertising Access to members of the target market for research purposes
Use of mini-projects to foster a systematic approach and provide feedback Step 1: Situation Analysis Step 2: Target selection, positioning, communication
objectives, creative development
Project Details
Use of mini-projects to foster a systematic approach and provide feedback Step 3: Sales & Trade Promotions Step 4: Direct Marketing
Additional Elements Budget, Evaluating Success
Various team members should adopt differing perspectives to be sure that all stakeholders are considered
Team Selection
Each class member selects one “teammate” However, you may not end up on the same team
Write your name and your intended teammate’s name on the form provided You and your teammate should only submit one page
Ten pairs of names will be drawn to form four person teams
The remaining names … Will be separated and drawn one at a time If your name is picked you will have the opportunity to join
any team with only four members