Marketing Communication PDF

Marketing Communication DR. P.C.DASH Evolution of Marketing Production Product Selling Marketing Holistic Holistic Marketing Relationship Marketing Integrated Marketing Internal Marketing Performance Marketing HOLISTIC MARKETING R...

Marketing Communication DR. P.C.DASH Evolution of Marketing Production Product Selling Marketing Holistic Holistic Marketing Relationship Marketing Integrated Marketing Internal Marketing Performance Marketing HOLISTIC MARKETING Relationship Marketing Collaboration Relationship Transaction Internal Marketing Integrated marketing The Meaning of Synergy The payoff from IMC is that brand managers achieve: The integration of multiple communication tools and media yield more positive communication results than the tools used individually 8 Performance Marketing Impact is about result not efforts Result oriented Measurement ROI Marketing Communication Inform Persuade Recall Marcom Mix Advertising Sales PR promotion Marcom mix Personal Publicity Selling Direct Marketing Owned, Paid and Earned Media Examples of the “Tools of Marcom” Promotion Management and Objectives of Promotion Promotion Management: coordination of promotional mix elements in setting objectives, establishing budgets, designing programs, evaluating performance, and taking corrective action. General Objectives of Promotion: 1. Inform 2. Persuade 3. Induce Action Integrated Marketing Communications (IMC) The coordination of the promotional mix elements with each other and with other elements of the brand’s marketing mix such that all elements speak with one voice.  The Integration of Marketing Communications Why Not Always Integrated? Tradition of separate communication tools Influence of specialized outside suppliers Managerial parochialism Fear of budget cutbacks Loss of power and authority Resistance of outside suppliers to broadening their functions Skeptics who consider IMC to be a fad Five Key Features of IMC IMC Feature #1: Start with Customer or Prospect 18 IMC Feature #2: Use Any Form of Relevant Contact An example of a Touch Point, or 360° Marketing: Apple Pay ©Copyright Line looks like this 19 Figure 1.3: Brand Touchpoint Matrix  IMC Feature #3: Achieve Synergy Multiple messages must speak with a single voice Takeaway: A brand’s positioning statement must: Present a clear idea of the brand in its target market’s mind Consistently deliver the same unified message across all media channels on all occasions. ©Copyright Line looks like this Oreo: “World’s Favorite Cookie” 21  IMC Feature #4: Build Relationships Build relationships (e.g., Harley Davidson) rather than engage in flings Costs 5-10x more to acquire a new customer than keep a current one Takeaway: Loyalty programs promote long-term relationships between customers and brands that lead to customer retention. Experiential marketing programs can create brand experiences that make positive and lasting impressions on customers. 22  IMC Feature #5: Affect Behavior Don’t lose focus of the ultimate objective: Affect Behavior IMC must do more than just influence brand awareness or enhance consumer attitudes – the objective is to move people to action. 23  Changes in Marketing Communication Practices Reduced dependence on mass media advertising. Increased reliance on highly targeted communication methods. Heightened demands on suppliers. Increased efforts to assess communications’ return on investment. Obstacles to Implementing IMC Few providers have the skills required to execute. Mass media campaigns easier than direct- to-customer. The real challenge is to make sure that tools are consistently executed SWOT Analysis Thank you