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Integrated Marketing Communications 2nd edition FT Prentice Hall

Integrated Marketing Communications 2nd edition FT Prentice Hall. Matakuliah : G0384/Public Relations Tahun : 2006. Dave Pickton and Amanda Broderick. What is Integrated Marketing Communications?. Is ‘Marketing Communications’ a fancy term for ‘Promotions’?

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Integrated Marketing Communications 2nd edition FT Prentice Hall

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  1. IntegratedMarketing Communications2nd edition FT Prentice Hall Matakuliah : G0384/Public Relations Tahun : 2006 Dave Pickton and Amanda Broderick

  2. What is Integrated Marketing Communications? Is ‘Marketing Communications’ a fancy term for ‘Promotions’? • in many ways it is, but it is a more comprehensive and more accurate term. • it is a collection of promotional and communications activities. • how well this collection is brought together and managed is a function of integrated marketing communications.

  3. What is Integrated Marketing Communications? Something to think about and do Identify as many different marketing communications (promotions) activities as you can (be specific). e.g. newspaper advertisements, press releases, promotional giveaways such as pens and diaries, company stationery, leaflets and brochures, packaging, etc.

  4. What is Integrated Marketing Communications? A definition of integrated marketing communications IMC is a process which involves the management and organisation of all agents in the analysis, planning, implementation and control of all marketing communications contacts, media, messages and promotional tools focused at selected target audiences to derive the greatest enhancement and coherence of marketing communications effort in achieving productand corporate marketing communications objectives.

  5. What is Integrated Marketing Communications? Agents: Includes all individuals and organisations involved in the marketing communications process. Contacts: Any personal or non-personal communication between selected target audience members and the organisation. Product: Refers to brands, goods, services and any specific object of promotion and can include, for example, events and personalities. Corporate: Corporate level marketing communications.

  6. What is Integrated Marketing Communications? be • Enhancing • Economical • Efficient • Effective have • Coherence • Consistency • Continuity • Complementary communications IMC should The 4Es and 4Cs of integrated marketing communications

  7. What is Integrated Marketing Communications? Key Features of IMC • Clearly identified marketing communications objectives that are consistent with other organisational objectives. • Planned approach which covers the full extent of marketing communications activities in an enhancing and coherent (synergistic) way.

  8. What is Integrated Marketing Communications? Key Features of IMC • Range of target audiences not confined to just customers or prospects. • Management of all forms of contact which may form the basis of marketing communications activities. • Effective management and integration of all promotional activities and people involved.

  9. What is Integrated Marketing Communications? Key Features of IMC • All product/brand (‘unitised’) and ‘corporate’ marketing communications efforts are incorporated. • Range of promotional tools – all elements of the promotional mix should be included (personal and non-personal communications).

  10. What is Integrated Marketing Communications? Key Features of IMC • Range of messages (not necessarily the same message). • Range of Media as defined as any ‘vehicle’ able to transmit marketing communications messages and not just mass media.

  11. Integration? That’ll be the Daewoo The integrated campaign that was the most successful ever car launch In the IPA Advertising Effectiveness Awards, the marketing communications for Daewoo cars was commended with a special award for integration. In the preceding year, Daewoo were voted the Marketing Society’s Durables Brand of the Year.

  12. Integration? That’ll be the Daewoo Their campaign, devised and headed by agency Duckworth Finn Grubb Waters, was particularly praised for its strategic thinking and positioning as ‘the customer-focused car company’. The campaign resulted in the most successful ever car launch.

  13. Integration? That’ll be the Daewoo Advertising was used in an integrative framework to develop awareness of what was a completely unheard of Korean company in the UK, to build a database, to establish a new network of company-owned outlets, to develop a unique style of selling and merchandising and to establish and communicate the brand proposition.

  14. Integration? That’ll be the Daewoo In 1994, Daewoo was totally unknown to the British market. In July of that year Daewoo Cars UK consisted of only three personnel; a managing director, a deputy managing director and a marketing director. They had been in post for just three weeks. They set an ambitious target of obtaining a 1% share of market within three years.

  15. Integration? That’ll be the Daewoo To put this into context, at the time of launch, the shares of three other Far Eastern car companies were Hyundai (0.64% after 12 years), Proton (0.65% after 5 years), and Kia (0.21% after 3 years). One other market entrant, Korean company, Ssangyong, launched its cars on the UK market one month before Daewoo. They remain relatively unknown in the UK marketplace today.

  16. Integration? That’ll be the Daewoo Having completed research, the campaign affected every aspect of customer contact that extended from interactive in-store displays, free café and crèche facilities, a free customer helpline and non-intrusive personal selling techniques to novel, memorable creative treatments and slogan, advertising, direct mail, exhibitions and PR.

  17. Integration? That’ll be the Daewoo On awareness, perception and sales measures, Daewoo results were phenomenal. If sales response is the ultimate measure of success, Daewoo practically achieved its 3 year,1% share of market target within its first year of launch.

  18. Integration? That’ll be the Daewoo This was an exceptional example of what integrated marketing communications can achieve. But even the best campaign cannot guarantee continued success. Management of integrated marketing communications is a continuous activity. (Unfortunately for Daewoo their success story did not continue because of a variety of international environmental circumstances beyond the scope of IMC).

  19. What is Integrated Marketing Communications? Let’s remember that the book is broken into three Parts with each part based on an integrated marketing communications model. Remember the models as you read the book chapters. Here they are in outline.

  20. The IMC Process Model (1) The IMC RABOSTIC Planning Model (2) The IMC Mix Model (3) What is Integrated Marketing Communications? The Three Models

  21. What is Integrated Marketing Communications? The IMC Process Model How Integrated Marketing Communications work from sender to receivers Model 1

  22. What is Integrated Marketing Communications? The IMC RABOSTIC Planning Model How Integrated Marketing Communications are planned, organised and managed Model 2

  23. The IMC Mix Model What is Integrated Marketing Communications? Model 3 What mix is appropriate for Integrated Marketing Communications?

  24. What is Integrated Marketing Communications? We shall go through each model in turn.

  25. What is Integrated Marketing Communications?The IMC Process Model Model 1 Model 1 describes how messages are sent from the sender to receivers. There are four basic components, all of them vital elements of the marketing communications process. The sender, the message, the media (which carries the message eg a leaflet or poster or TV, etc) and the receivers, the audiences for the message.

  26. Sender Message Media Receiver SAYS WHAT? BY WHICH MEANS? TO WHOM? WHO? What is Integrated Marketing Communications?The IMC Process Model Model 1 Simple IMC Process Model WITH WHAT EFFECT?

  27. What is Integrated Marketing Communications?The IMC Process Model Model 1 Of course, the process is quite a complicated one that can involve miscommunication through distortion and ‘noise’ created as the sender decides on the messages to be sent (encoding) and the receivers try to make sense of them (decoding).

  28. What is Integrated Marketing Communications?The IMC Process Model Model 1 Communications often include miscommunications SENDER encoding noise MESSAGE MEDIA Noise and interference can often create confusing marketing communications decoding RECEIVER

  29. What is Integrated Marketing Communications?The IMC Process Model Model 1 The complete IMC Process Model contains a few other refinements.

  30. The Marketing Communications context (macro / micro environment) Receiver Response Brand awareness Familiarity Perceived quality Relevance Satisfaction Loyalty SENDER MESSAGE Brand Equity MEDIA RECEIVER The Communications Loop encoding decoding feedback and noise What is Integrated Marketing Communications?The IMC Process Model Model 1 Customer/audience relationship management Image and Brand Management

  31. What is Integrated Marketing Communications?The IMC Process Model Model 1 In IMC the aim should be to focus on those people (the receivers) who are selected as the target audiences, although problems can arise in not reaching all of them and in others receiving the message that were not intended to do so. After sending the message a variety of things can happen.

  32. What is Integrated Marketing Communications?The IMC Process Model Model 1 • Message is not received • Message is received but not by the target audience • Message received by target audience(s) • No Direct Action may be taken or ……. • Action • Purchase/Consumption • Communication with others (Word of Mouth) • Other actions

  33. What is Integrated Marketing Communications?The IMC Process Model Model 1 In IMC target audiences are not the same as the target market(s). Target market(s) are typically defined in terms of customers and consumers. Target audiences can include these as well as other influencing groups. But first, let’s look at how target markets are defined.

  34. What is Integrated Marketing Communications?The IMC Process Model Model 1 Target marketing results from first segmenting the larger market and then selecting which ‘sub-markets’ or segments will be chosen as the target markets. In other words, which segments will be selected for focused marketing activity. Targets can range from the whole market in which no differentiation is made to a very specific niche target market.

  35. What is Integrated Marketing Communications?The IMC Process Model Model 1 The Target Market Undifferentiated

  36. What is Integrated Marketing Communications?The IMC Process Model Model 1 The Target Market Differentiated

  37. What is Integrated Marketing Communications?The IMC Process Model Model 1 The Target Market Concentrated

  38. What is Integrated Marketing Communications?The IMC Process Model Model 1 The Target Market Concentrated Niche

  39. What is Integrated Marketing Communications?The IMC Process Model Model 1 In looking more closely at customers and consumers in the chosen target(s) it is frequently the case that a range of people influence decisions to buy, use or take whatever form of action may be intended by the marketing communicator. This range or group of people is called the decision making group or decision making unit (DMU).

  40. USER DECIDER BUYER SPECIFIER What is Integrated Marketing Communications?The IMC Process Model Model 1 Target Audience(s) The Decision Making Unit (DMU)

  41. What is Integrated Marketing Communications?The IMC Process Model Model 1 Here’s an example of the DMU in practice. Research conducted by BMRB revealed the influencers involved in the purchase of consumer durable goods. BMRB asked husbands and wives to rank in order of importance, factors that would affect their purchase decisions for specific goods. Notice how the rankings vary for different products and how they differ between husbands and wives especially for products E and F.

  42. Target Audience(s) BMRB - Major Spending Survey What is Integrated Marketing Communications?The IMC Process Model Model 1

  43. What is Integrated Marketing Communications?The IMC Process Model Model 1 Target Audience(s) Other Influencers Think about the range of people who might influence our potential customers/consumers either favourably or unfavourably. Eg Friends, Relations, Peers, Social Groups, Opinion Leaders

  44. What is Integrated Marketing Communications?The IMC Process Model Model 1 Target Audience(s) Other Influencers Are there other people that you can think of? Think of others who might influence our company or brand performance either favourably or unfavourably. Eg Employees, Trade/Channel Members, The Media

  45. What is Integrated Marketing Communications?The IMC Process Model Model 1 Target Audience(s) Other Influencers Integrated marketing communications is about recognising any and all relevant target audience members towards whom our communications can be directed.

  46. What is Integrated Marketing Communications?The IMC Process Model Model 1 Chubb Security Systems - an example Chubb Security researched their market and decided to target small edge of town factory units for one of their security system products. They did their homework and understood the decision making unit involved. They also identified the target audiences they wanted to reach with their integrated marketing communications campaign.

  47. What is Integrated Marketing Communications?The IMC Process Model Model 1 Chubb Security Systems The Target Market • Small Edge of Town Factory Units Target Audiences • Finance directors/managers • Factory managers • The trade media • Their own employees • The security trade

  48. What is Integrated Marketing Communications?The IMC Process Model Model 1 Chubb Security Systems Their campaign was a success. It was a combined and integrated effort to communicate with all the relevant people, not just those who might be their customers.

  49. What is Integrated Marketing Communications?The IMC Process Model Activity You are the marketing manager for a successful FMCG brand. Identify all the target audiences you may focus your integrated marketing communications towards. Think about the intermediaries in the trade as well as the final customers and consumers. Be specific. Model 1

  50. What is Integrated Marketing Communications?The IMC RABOSTIC Planning Model Model 2 The IMC RABOSTIC Planning Model How Integrated Marketing Communications are planned, organised and managed Model 2

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