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4550: Integrating Marketing Communications: Part II

4550: Integrating Marketing Communications: Part II. Professor Campbell 4/12/05. Plan for Remaining Classes. Thursday, April 14 Guest Speaker: Clay Timon, CEO Emeritus of Landor Associates Tuesday, April 19 Exam III (in class) Thursday, April 21 Project Prep . Final Projects.

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4550: Integrating Marketing Communications: Part II

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  1. 4550: Integrating Marketing Communications: Part II Professor Campbell 4/12/05

  2. Plan for Remaining Classes • Thursday, April 14 • Guest Speaker: Clay Timon, CEO Emeritus of Landor Associates • Tuesday, April 19 • Exam III (in class) • Thursday, April 21 • Project Prep

  3. Final Projects • IMC proposals due Monday, April 25, by 12:00 noon (hard copy) • Final presentations: Tuesday 4/26, Thursday 4/28, Tuesday, May 3.

  4. Plan for next 3 2 sessions • Part I of IMC • Why is IMC important? • What is IMC? • How does this differ from past approaches? • The Diamond Mind • What was the “IMC” plan used by DeBeers? • How do you respond to this? • Part II of IMC • How can we make powerful IMC?

  5. Old Way PR Advertising Trade Shows Direct Marketing Product Promotions Selling/ Proposals Packaging Merchandising

  6. “Snorkeler's” IMC PR Trade Shows Direct Mail Communication Idea (Advertising) Sales Packaging Promotions Merchandising

  7. “Scuba” IMC Advertising PR Trade Shows Direct Marketing Customer- Based Idea Promotions Packaging Selling/ Proposals Merchandising

  8. The Diamond Mind • Do you believe that DeBeers’ marcom program is IMC? • If so, which type?

  9. Marcom & Society • Do you believe that marketing communications can influence society in general? • What types of influence might marketing communications have?

  10. Important Questions… • Do we have a responsibility to consider the impact of our marketing communications messages on general society? • How do we balance this with our responsibility to be profitable?

  11. Decision Framework for IMC Analysis Planning strategy objective tactics budget Monitoring Control

  12. IMC Campaign Planning • Analyze the situation • Define the marketing objectives • Analyze situation and segments • Select the target audience(s) • Define the desired positioning • Establish communication objectives • Select IMC tools • Identify the media strategy and Determine the creative strategies • Select measurement method(s) • Set the budget

  13. IMC Campaign A series of marketing communication messages designed to meet a set of objectives and delivered over time, through several IMC activities, through various channels with multiple targets.

  14. Steps in Building the Brand 1. Determine desired customer positions 2. Conduct Brand Audit - “brand inventory” (firm perspective) - “brand exploratory” (customer perspective) 3. Build and Maintain Tracking Systems - marketing communications database - brand equity/meaning tracking

  15. “Brand Journey” • Go through the “life of a customer” • Figure out all the points at which “touch” your customers • Identify those that are most important, that carry the biggest weight or impact. • Make sure these are completely aligned with the key communication points

  16. Integrating the Brand into the Communications Program • Awareness Building Activities • Advertising • Promotion • Event or Other Types of Sponsorship • Publicity • Web presence

  17. Integrating the Brand into the Communications Program • Association Building Activities • Advertising and Promotions (Tradeoffs) • Sponsorships • Product Placement • Public Relations • Publicity • Web content • Endorsements • Celebrities • Corporate advertising • The marketing mix

  18. Integrate Brand Marketing • Zero-based communication planning • Focus on the task to be done and the best ways and media to accomplish the task • “Menu” approach to mix • Use different marketing activities for different tasks and targets • Database development and management • Whole is bigger than the sum of the parts • 360 view of consumer-brand interactions • Every brand contact matters!

  19. Brand Awareness Brand Associations Tools for Creating Strong Brands Loyalty Resistance to competition Larger margins More elastic for price decreases Less elastic for price increases Communications efficiency/effective. Licensing opps. Brand extensions Brand Elements Name Symbol Logo Character Pkg. Slogan Marketing Programs Product Distribution Price Communications Secondary Associations Company Other brands Places Events

  20. Demands of a Successful IMC Program • Customer focus • Established marketing communications objectives • Recognition of IMC as an important competitive tool • Top-level commitment • Coordination • Flexibility!

  21. Integrated Marketing Communications Outcome Brand Position

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