Marketing Communication-3 - Integrated MarCom (IMC)

Integrated MarComwww.marketingPlanNOW.com1

MarketingCommunication

Integrated Marketing CommunicationPart THREE out of Four

Danny AbramovichMarketing Plan Specialist

http://www.marketingPlanNOW.com


Course Introduction, Main Topics

Background: CBHuman CommunicationMarketing CommunicationCreativityIntegrated MarComGlobal IMC

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4. Integrated MarCom4Definition

Integrated MarCom is . . .

Speaking with one voice!

Integrated MarCom Plan is . . .

Learning how to speak with one voice!0. Background: CB 3. Creativity1. Communication 4. Integrated MarCom2. MarCom 5. Global IMC



4. IMC4Definition

A concept of marketing communicationsplanning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency and maximum communications impact.



4. IMC4Objectives 1 out of 2

The primary goal of an IMC program is to support perceptual values:

ocTIQQV SP

C ..++

=Vc = Value to customer

Qp = Quality of product

Qs = Quality of service

I = Image and status

T.c.o = Total cost of ownership



4. IMC4Objectives 2 out of 2

The primary goal of an IMC program is to communicate. Planning should be based on communication objectives such as brand awareness, knowledge, interest,attitudes, image and purchase intention.

Note:Sales are a function of many factors, not just advertising and promotion!



4. IMC4Who?

Parties in the IMC Process?Ø Advertiser or Client

Ø Advertising Agency

ØMedia Organizations

Ø Collateral Services

ØMarCom Specialists:§ Direct Marketing Agencies§ Sales Promotion Agencies§ Interactive Agencies§ Public Relations Firms



4. IMC4Who?

Services of an advertising agencyØ Account services§ The link between agency and clientØ Marketing services§ Research department § Media departmentØ Creative services

Copywriters, designers, other specialists



4. IMC4Who?

Who is the integrator of MC . . . ?

CopywriterCreative Media PlannerTraffic CoordinatorAccount Manager



4. IMC4Who?

CopywriterCreative Media PlannerTraffic CoordinatorAccount Manager4 Account Manager serve as

a liaison between the clientand the various departmentsof an advertising agency.Account Managers

coordinate all activities provided by each of the departments in order to offer the client the best service possible.



4. IMC4Who?


4The Traffic Coordinator isresponsible for coordinating,developing timetables,meeting deadlines, obtainingapprovals at each stage of the

ad development process and overseeing all aspects of the production of an ad.



4. IMC4Who?


4

Media Planners areResponsible for the evaluationand selection of media as wellas the development of themedia plan. The Media

planner will suggest a plan of action for the client. In many agencies the Media Planner purchases the media.



4. IMC4Who?


4

The Creative Director is askilled professional who hasthe know-how to manage anentire creative staff. TheCreative Director is

responsible for all aspects of producing an ad, including the copyrighting, design and commercial production.



4. IMC4Who?


4



4. IMC4Who?


4

A Copywriter is responsiblefor supplying the copy of anad. For example, in acommercial the copy neededis a script. In a magazine,

the copy is a headline plus the main body. The copywriter is expected to come up with “catch phrases”.



4. IMC4Who?


4

Have a break…Have a Kit Kat



4. IMC4Who?


4 There are some things money can’t buy

It’s everywhere you want to be

Don’t leave home without it



4. IMC4Who?


4



4. Integrated MarCom4



4. Integrated MarCom4

Example of the Commission System



4. IMC4Application

Objectives Setting•Communication

objectives•Sales objectives

Budget Decisions•Affordable approach•Percent of sales•Competitive parity•Objective and task

Message Decisions•Message strategy

•Message execution

Media Decisions•Reach, Frequency

•Media types•Media timing

Campaign Evaluation•Communication impact

•Sales Impact



4. IMC4ApplicationEvaluation

MediaMessageBudget

Objectives

1. Basic issue the advertising must address.2. Communication/ advertising objectives.3. Target audience (English-speaking).4. Major theme or unique selling points to

communicate.5. Creative issues (how is the message

encoded visually & verbally, appeal).




MediaMessageBudget

Objectives

Select an approach or two for a givenbudget of EURO 600K

• Marginal Approach• Available Funds Approach• Percentage of Sales Approach• Return on Investment Approach• Market Share Approach




MediaMessageBudget

Objectives

Headline

Visual

Body Copy

Identification Marks

Elements of a Print Ad:




MediaMessageBudget

Objectives

Elements of a Print Ad:HeadlineHeadline§ Attract reader’s attention & interest.§ Direct Headline – straightforward about the product.§ Indirect Headline – provokes curiosity.

SubheadsSubheads§ Smaller than the headline, larger than the copy.§ Can be used to break up large amounts of copy.

Body copyBody copy§ The main text portion of a print ad.




MediaMessageBudget

Objectives

Visual ElementsVisual Elements§ Must attract attention!§ Communicate idea or image.§ Work in synergistic fashion with headline and

copy.§ Illustrations such as drawings or photos.§ Identification marks such as trademarks, logo

and brand name.





MediaMessageBudget

Objectives

Layout or FormatLayout or Format§ The physical arrangement of the various

elements of a print ad including headline, subheads, body copy, illustrations, and identifying marks.§ Decisions include size, color, white space.





MediaMessageBudget

Objectives

Elements of anElectronic or Vocal Ad:Commercials can be plannedby using a s t o r y b o a r dformat as part of the creative process.




MediaMessageBudget

Objectives

Inter, Intra and non media

Another approach: separate MarCominvestments into Messages and Incentives:– Messages = values in the head– Incentives = values in the hand

Inter-media: Vocal (radio) or electronic (TV)?Intra-media: Le Figaro or le Monde?Out-of-home media: Billboards, in-store…Non-media: Direct marketing, PR, exhibitions!




MediaMessageBudget

Objectives

Types of Media (Typology)

Impersonal Personal

Dynamic

Static

Journal of Marketing, 1996, vol. 60, no. 3




MediaMessageBudget

Objectives

Types of Media (Typology)

Impersonal Personal

Static

Journal of Marketing, 1996, vol. 60, no. 3

Dynamic




MediaMessageBudget

Objectives

Basic Media TerminologyØØPrint MediaPrint Media – Publications: newspapers, magazines, etc.ØØMedia VehicleMedia Vehicle - The specific message carrier: CNN, etc.ØØCoverageCoverage - The potential audience that might receive the

message through the vehicle.ØØFFrequencyrequency - The number of times the receiver is exposed

to the vehicle in a specific ¾ period (quantitative).ØØRReacheach - The % of the targeted audience that had the

chance to be exposed to the ad in the vehicle at least ones by in a given period of ¾ (qualitative).




MediaMessageBudget

Objectives

Frequency (F) & Reach (R)ü One exposure of an ad to a target group within a purchase

cycle has little or no effect!

ü The central goal of productive media planning should beto enhance F rather than R!

ü An exposure F of two (2) within a purchase cycle is aneffective level!

ü An ad wear out is not a function of too much F. It is moreof a creative or copy problem!




MediaMessageBudget

Objectives

Media Trends, an example

Personal Video Recorders such as TIVO may change the way people watch television!

DVR – digital video recorder



EvaluationMedia

MessageBudget

Objectives

Satellite Radio may change the way people listen to the medium!

www.xm.com

www.sirius.com




MediaMessageBudget

Objectives

What is anEXPERTevaluation?




MediaMessageBudget

Objectives

The advanced Web evaluation!

User Generated Content - UGC by research companies such as




MediaMessageBudget

Objectives

What is a RATING evaluation?

FFrequencyrequency - The number of times the receiver is exposed to the vehicle in a specific time period.RReacheach - The % of the targeted audience that had the chance to be exposed to the ad in the vehicle at least ones by in a given period of ¾ (Reach+1)

GRPGRP - Gross Rating Points, F X R = points




MediaMessageBudget

Objectives

Evaluating COST of media

Cost of ad space(absolute cost)

CirculationCPT = X 1,000

Cost Per Thousand (CPT)The cost to reach one thousand people.




MediaMessageBudget

Objectives

How to evaluate cost of media?If CPT = The cost to reach thousand people,what is Cost Per Effective Thousand (CPeT)?Cost Per Response (CPR)?Cost Per Effective Response (CPeR)?Gross Impressions is the cumulative number of exposures!




MediaMessageBudget

Objectives

Age: 30-54 ü Income/ Education: average

budget/ vehicle

i / gh X cFreq=3b X cFreq=1

Cost of 1000

exposures

Accumul-ativeno. of

exposures

Cost to reach

targeted1000 ind.

¼ of target

audience exposed <3 times

Rating points

Targeted audience exposed more than

twice

¾ of target

audience exposed<1 time

10 appear-ences

(day & time)

70,000 Euro

43.10 Euro

1,624people

94.8Euro

25.7%

165points

2.2times

75.1%

10times

Total Budget

CPT impressions

Gross impressions

(000)

CPTReach+3GRPFrequencyNet Reach %(Reach+1)

Appear-ences

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4. IMC

Next Issue: Global IMC



MarketingCommunication

Integrated Marketing CommunicationPart THREE out of Four

Danny AbramovichMarketing Plan Specialist


Chapter 4

global marketing

communication

Marketing Communication-3 - Integrated MarCom (IMC)

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