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INTEGRATED MARKETING COMMUNICATIONS

INTEGRATED MARKETING COMMUNICATIONS. LECTURE 5: THE DECISION SEQUENCE MODEL (DSM) AND THE FIRST STEP OF APIC – ANALYSIS (LEADING TO PLANNING – TARGETS, OBJECTIVES & POSITIONING). Objectives. Understand the nature and principles of the decision sequence model (DSM)

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INTEGRATED MARKETING COMMUNICATIONS

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  1. INTEGRATED MARKETING COMMUNICATIONS LECTURE 5: THE DECISION SEQUENCE MODEL (DSM) AND THE FIRST STEP OF APIC – ANALYSIS (LEADING TO PLANNING – TARGETS, OBJECTIVES & POSITIONING)

  2. Objectives • Understand the nature and principles of the decision sequence model (DSM) • Gain recognition of a variety of DSMs and appreciate the subtle differences between DSMs • Understand the elements of DSMs and in particular key analysis factors • Appreciate the importance of the identification of targets at an early stage in the process • Appreciate the nature and importance of objectives in the planning process • Understand the ideas behind positioning as part of the planning process

  3. WHAT IS A DECISION SEQUENCE MODEL (DSM)? • A framework for the development of an integrated marketing communications strategy • A way to develop integration through and across the line i.e. • marcomms strategy emanating from corporate and marketing strategy; • and all marcomms mix factors working together synergistically

  4. DSM MODELS • Most contain the following elements • analysis • objectives } planning • marcomms strategy } • budgeting } implementation • implementation } • evaluation/control

  5. DSM MODELS • There are many to choose from to assist marketers • APIC (Copley 2004) • Rothschild (1987) • Shimp Brand Equity (1997) • SOSTAC (Smith, Berry and Pulford 1997) • Rossiter and Percy(1997) • Belch and Belch • Fill KFA (1995) and Context Analysis (2002)

  6. Marketing Communications Planning Models

  7. Marketing Communications Planning Models

  8. Marketing Communications Planning Models

  9. DSM: ANALYSIS (APIC) • Targets (existing customers, prospects or other key influentials) • Product • Company/Organisation • Environment (micro and macro)

  10. DSM: Analysis (APIC) • Targets • Customer databases • Product differentiation and branding  • Decision processes and influences • Segmentation (descriptors) • Demographics • Geographics/geodemographics • Psychographics • Behavioral

  11. DSM: Analysis (APIC) 2. Products • Assessment of product class • USP? • Perceptions • Benefits analysis • Decision type

  12. DSM: ANALYSIS (APIC) 3. Assessment of the company/ organisation • Mission, objectives etc • Resources and capabilities • Culture and trends

  13. DSM: ANALYSIS (APIC) 4. Environment • Ref lecture 4 • Micro – stakeholders, competition, suppliers • Marco - PEST

  14. DSM: PLANNING (APIC) • Target Audiences • Objectives • Positioning • Strategy

  15. DSM: PLANNING (APIC) • Target audiences • Who is the target of the campaign • Primary targets • Secondary targets

  16. DSM: Planning (APIC) 2.Objectives • Hierarchical from the mission down to marketing communications • SMART i.e. specific, measurable, achievable, relevant, timed. • 3 T’s – time, target and task • Don’t forget to quantify them

  17. DSM: Planning (APIC) Objectives models  DAGMAR • Measure the result of a specific communication task in terms of the think-feel-do/cognitive-affective-behavioural hierarchy of effects on a defined audience • Measure the degree of change in a given time period as one moves through the hierarchy 70% aware 50% understand 40% convinced 20% purchase

  18. DSM: Planning (APIC) Objectives examples MARKETING AND MARKETING COMMUNICATIONS •  Marketing objective to achieve 20% market share in the first trading period (say) year. • Marketing communications objectives to help achieve this could be many and varied with the first being creation of 70 % awareness through (say) advertising and so on.

  19. DSM: Planning (APIC)  3. Positioning • Customer’s perspective • Strategic positioning is a result of communicated perceptions about a product or brand • Position is a reference point vis-à-vis the competition • Position involves product attributes/features with related perceived or otherwise benefits • BMW thus becomes ‘the ultimate driving machine’, Volvo is first of all safe, then has longevity and now is well designed.

  20. DSM: Planning (APIC) Example of a positioning map (cars)

  21. DSM: Planning (APIC) Developing a positioning strategy - a seven point system:  1. Determine relevant product/market - or more than one if applicable 2. Identify the competition - whether primary (Perrier versus other bottled water) or secondary (Perrier versus other soft drinks) 3. Determine how consumers evaluate options - marketers must understand the standards by which consumers evaluate and reach decisions

  22. DSM: Planning (APIC) 4.Learn how competitors are perceived - based on the same kinds of parameters. 5. Identify gaps in positions held - this helps pinpoint gaps that are attractive and that are not! 6. Plan and carry out the position strategy - design a programme 7. Monitor the position - seek to check for adjustments

  23. Any Questions

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