IMC AND BRANDING: GOING BEYOND

IMC AND BRANDING

Brand Identity is a combination of factors: Name, logo, symbols, design, packaging, product or service performance, and image or associations in the consumer’s mind.

IMC plays a major role in the process of developing and sustaining brand identity and equity.

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

BRANDING COMMUNICATIONS Marketing Communications’ Objective

To enhance brand equity by moving customers to favorable action toward the brand—trying it, repeat purchasing it, and becoming loyal toward the brand.

Brand Equity The degree to which consumers favorably

perceive the brand’s features and benefits as compared to competitive brands and how strongly these views are held in memory

Making Brand-Level Marcom Decisions and Achieving Desired Outcomes

From IMC to IBP

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Advertising

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Coordinated promotional activities reinforce one another

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Integrated Brand Promotion (IBP) is the process of using a wide range of promotional tools working together to create widespread brand exposure.

IBP is a process IBP uses a wide ranges of tools including:

– Advertising– Point of Purchase (in-store) materials– Direct Marketing (catalogs, infomercials, email)– Personal Selling– Internet advertising– Blogs– Podcasting– Event sponsorship– Brand entertainment (product placement on TV shows, in movies)– Outdoor signage/billboards– Public relations– Influencer (peer-to-peer) communications– Corporate advertising

What is Integrated Brand Promotion?

MARCOM: MAIN OBJECTIVES

INFORMING•Product Launch phase•Explanations ofProduct’s features & benefits

REMINDING•Product Sales Growth phase•Competitive positioning

PURSUADING•Product Maturity phase•Applies to consumers’ memory(brand specific)

TARGETAUDIENCE

VALUE OF OBJECTIVES Communication.

Help to orient everyone involved in the IMC program toward one, common goal.

Planning and decision making. Serve as criteria for developing plans and

making decisions. Measurement and evaluation of results.

Provide the standards and benchmarks for evaluating results.

TYPES OF OBJECTIVESMarketing objectives.

Statements of what is to be accomplished by the overall marketing program within a given time period.

Defined in terms of specific measurable outcomes.

TYPES OF OBJECTIVESIMC Communication objectives. Statements of what the communications

will accomplish. Based on the particular communication tasks

required to deliver the appropriate messages to the specific target audience.

The message is delivered at a relevant point within the targets purchase decision making process and consumption experience.

TYPES OF OBJECTIVESSales objectives.

Carryover effect- money spent on advertising does not necessary have an immediate impact on sales.

Sales objectives offer little guidance for planning and development of the IMC program.

Poor sales can be the result of many factors.

FACTORS AFFECTING SALES

Product QualityPromotion

Distribution

Competition

Technology

The Economy Price Policy

SALES

THE DAGMAR APPROACH

Define

Advertising

Goals for

Measuring

Advertising

Results

THE DAGMAR APPROACH Using DAGMAR, an advertising goal

involves a communication task that is specific and measurable.

It is based on a hierarchical model of the communication process.AwarenessComprehensionConvictionAction

CHARACTERISTICS OF OBJECTIVES Well-Defined Target Audience Concrete Measurable Communication Tasks Existing Benchmark Measure Degree of Change Sought Specific Time Period Specific – Measurable-Attainable-Realistic-

Timely

LIMITATIONS OF DAGMAR Problems with response hierarchy

Consumers do not always go through this sequence of the communication effects before making a purchase.

Practicality and costs Research costs more than it is worth.

Inhibition of creativity Imposes too much structure.

COMPREHENSIVE RESPONSE MODEL APPLICATIONS

Lavidge and Steiner Hierarchy of Effects Model

As consumers proceed through the three stages, they move closer to purchase.

Cognitive -- Affective -- Conative Consumers are not expected to respond to

advertising immediately.

Ads must provide relevant information and create favorable predispositions toward the brand before purchase behavior will occur.

EFFECTS OF ADVERTISING ON CONSUMERS

ConativeRealm of motives.Ads stimulate or direct desires.

AffectiveRealm of emotions.Ads change attitudes and feelings

CognitiveRealm of thoughts.Ads provide information and facts.

Purchase

Conviction

Preference

Liking

Knowledge

Awareness

Point of purchaseRetail store ads, Deals“Last-chance” offersPrice appeals, Testimonials

Competitive adsArgumentative copy“Image” copyStatus, glamour appeals

AnnouncementsDescriptive copyClassified adsSlogans, jingles, skywritingTeaser campaigns

COMMUNICATIONS EFFECTS PYRAMID Lower level objectives such as awareness

and knowledge or comprehension must be accomplished first.

The initial stages are easier to accomplish than than those toward the top.

The percentage of prospective customers will decline as they move up the pyramid.

COMMUNICATIONS EFFECTS PYRAMID

90%

Awareness

70%

Knowledge

40% Liking

25%

Preference

20% Trial

5% Use

Conative

CognitiveAffective

TRADITIONAL ADVERTISING-BASED VIEW OF COMMUNICATIONS, FOCUSES ON WHAT THE MARKETER

WANTS TO SAY, WHEN THE MARKETER WANTS TO SAY IT.

PurchaseBehaviorAttitudes Knowledge Preference Conviction

One-Way

Linear

Advertising Through Media

Acting on Consumers

SETTING IMC OBJECTIVESTARGET AUDIENCE

In setting the direction for any IMC plan or component, there must be a clear idea of the customer status of the target audience.

The key question Is the communication directed towards current customers or non customers?

TARGET AUDIENCECurrent Customers Brand Loyal Customers – regularly buy the firm’s

products.

Favorable Brand Switchers – buy the focal brand, but also buy other brands within the product category.

TARGET AUDIENCENon-customers New category users – customers not currently

purchasing in the focal brand’s product category.

Other brand switchers – purchase a few different brands within the product category, but not the focal brand.

Other brand loyals – purchase only one brand and are completely loyal.

BEHAVIORAL OBJECTIVESTrial Brand trial purchase – a consumers first

purchase of a focal brand. Brand trial objectives – are established as

consumers naturally enter the market as they reach a certain age or have income.

Brand re-trial purchase – a consumers first purchase of a focal brand after some time delay.

Brand re-trial objective – focuses on the length of delay between purchases.

BEHAVIORAL OBJECTIVESTrial Category trial objective

Category trial purchase – a consumers first purchase in a product category that the consumer had not purchased previously.

Repeat purchase A customers continued purchase of a focal

brand within a specified time period. Repeat purchase objective – how often to purchase,

how much to purchase, when to purchase.

BEHAVIORAL OBJECTIVESPurchase Related Behaviour

An action that consumers take that will lead to a higher probability of consumption.

Repeat Consumption The continued consumption of a brand once

purchased. Repeat Consumption Objective – For

communicating with current brand purchasers who have the product.

COMMUNICATION OBJECTIVES Category Need

Pertains to whether the target audience feels the need to purchase within the actual product category.

Category can be: omitted, reminded or emphasized

Brand Awareness Creating a deeper understanding and knowledge

of the brand. Forms of Brand Awareness: recognition and recall

COMMUNICATION OBJECTIVES Brand Attitude

Prior understanding of the existing brand attitude is needed to choose an option.

Brand Attitude Options: established, maintained, increased, modified, or changed.

Brand Purchase Intention Brand Purchase is assumed or generated.

Purchase Facilitation Purchase facilitation is included or omitted.

THE MARKETING PLANThe importance of marketing planning

Marketing plan

Effect of the marketing plan on advertising

Top-down marketing Situation analysis

Marketing objectives

Marketing strategy

Marketing tactics

THE ADVERTISING PLANReviewing the marketing plan

SWOT analysis

Setting advertising objectives

Understanding what advertising can doThe advertising pyramidThe old model vs. the new

THE PLANNING CYCLE

Are we there?

If not,why not?

Where arewe?

Where couldwe be?

MarketConsumers

Results Feedback

SituationAnalysis

Co. Potential

Where doWe want to go?Objectives

and Strategy

How do we get there?

Let’s get there

Plan

Implementation

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Advertising creativity is a product of teamwork between copywriters, art directors, and even broadcast directors work together to generate concept, word, and picture ideas.

In advertising, creativity if both a job description and a goal.

Creativity is a special form of problem solving.

THE ROLE OF CREATIVITY IN ADVERTISING

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CREATIVE BRIEF Spells out the creative strategy and

key execution details Prepared by the account planner to

summarize the basic marketing and advertising strategy

Provides direction to the creative team to develop a creative concept

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KEY POINTS IN A CREATIVE BRIEF Problem that can be solved by communication. Target audience and key insights into their

attitudes and behavior. Brand position and other branding decisions, such

as personality and image. Communication objectives that specify the desired

response to the message by the target audience. Proposition or selling idea that will motivate the

target to respond. Media considerations about where and when the

message should be delivered Creative direction that provides suggestions on

how to stimulate the desired consumer response. These aren’t creative ideas but may touch on such execution or stylistic direction as the ad’s tone of voice.