Integrated Marketing Communication Lecture PDF

Week 2 Lecture Wednesday, January 15, 2025 11:39 AM Integrated Marketing Communication What Does Marketing Do? Builds brand and customer relationships that generate: Sales and profits For nonprofits, memberships and donations Traditional goals have been to sell: Goods Services...

Week 2 Lecture Wednesday, January 15, 2025 11:39 AM Integrated Marketing Communication What Does Marketing Do? Builds brand and customer relationships that generate: Sales and profits For nonprofits, memberships and donations Traditional goals have been to sell: Goods Services Ideas Marketing is the activity, set of institutions, and processes for creating, communicating The Marketing Process: Creating and Capturing Customer Value g, delivering, and exchanging offerings that have value for customers, clients, partners, and soc ciety at large.  The Marketing Mix Marketing accomplishes its goal by managing the four Ps: 1.Product 2.Place 3.Pricing 4.Promotion Marketing and Messages Marketing communication (marcom) involves: Advertising Marketing communication (marcom) involves: Advertising Public relations Sales promotion Direct response Events and sponsorships Point of sale Digital media Packaging Personal sales How Does the Marketing Mix Send Messages? Product Design, performance, and quality Communication works to: build awareness of a brand. explain how the new product works. explain how it differs from competitors. Pricing Based on: What the market will bear Competition Relative value of the product Consumer’s ability to gauge that value  Competition Relative value of the product Consumer’s ability to gauge that value The price sends a “quality” or “status” message! Place/Distribution Includes channels used to make the product accessible to customers. Distribution channel also sends a message. Marketers may use a “push” or “pull” strategy. Other functions in the mix Personal sales Lead generation Customer service What is Integrated Marketing Communication? (IMC) IMC is the practice of coordinating all brand communication messages and messages Integration means every message is focused and works together. This creates synergy: the whole has more impact than the sum of its parts. from the marketing mix decisions.  IMC is the practice of coordinating all brand communication messages and messages Integration means every message is focused and works together. This creates synergy: the whole has more impact than the sum of its parts. Principle “The challenge is to manage all of the messages delivered by all aspects of marketing c from the marketing mix decisions. communication so that they work together to present the brand in a coherent and consistent w way.” Principle “The challenge is to manage all of the messages delivered by all aspects of marketing c IMC is like a musical score that helps the various instruments play together. The song i Why Focus on Brands? Let’s define “brand:” "a perception, often imbued with emotion, that results from experiences with and info Products carry brands, but so do organizations. Figure 1.3: The Hierarchy of Brand Communication Brand communication begins with a brand strategy that is outlined in a marketing plan communication so that they work together to present the brand in a coherent and consistent w is the meaning of the brand. ormation about a company, an organization, or a line of products.” n. Then specific plans are developed for the relevant marcom areas that are needed to impleme way.” ent the marketing and brand strategy. How Does a Brand Acquire Meaning? Marketing communication delivers meaning-making cues and images to brands. This perception, called brand meaning, is the one aspect of a brand that can’t be copi A brand is: a perception loaded with emotions and feelings. tangible elements such as a trademark or package design. How Does Brand Transformation Work? Successful brands: ied. How Does Brand Transformation Work? Successful brands: Are distinctive Create an association Offer a benefit Carry a heritage Are simple Are often based on a distinctive graphic: a logo, trademark, character or other visual c Brand position and promise Brand position identifies the location a product or brand occupies in consumers Brand promise identifies key selling points for the product. Brand image Brand image is a mental picture or idea about a brand that contains both associ Brand personality humanizes an organization or a brand. It symbolizes the perso Brand Value and Brand Equity - STOPPED CUE CARDS HERE cue s’ minds relative to competitors. iations and emotions. onal qualities of people you know. Brand Value and Brand Equity - STOPPED CUE CARDS HERE Brand value comes in two forms: Its value to a consumer Its value to the corporation Cause marketing helps communities and nonprofit organizations while generating goo Brand equity is the intangible value of the brand based on the relationships with its sta Brand Communication: Controlling the Narrative Convergence Consumers are empowered and engage in both sending and receiving messages. Media forms are becoming blurred: print, television, online, cell phones, and watches Advertising, public relations, and other marcom areas are blurring their functions as w Word-of-mouth communication has emerged because of its inherent persuasiveness You tend to believe what you hear from a friend, family member, or other important Viral marketing refers to information spread quickly on the Internet through a wide n odwill, positive word of mouth takeholders as well as its intellectual property value. s. well as integrating their programs. s. person in your life. network of contacts.  Word-of-mouth communication has emerged because of its inherent persuasiveness You tend to believe what you hear from a friend, family member, or other important Viral marketing refers to information spread quickly on the Internet through a wide n Stakeholders and Brand Relationships A customer focus is critical in most IMC strategies. Although we say “customer,” we are really referring to all the stakeholders who have Relationship marketing shifts the focus from a one-time purchase to long-term involv Interactive communication is the glue that joins brands and their stakeholders in resp Relevant messages delivered through media that drive positive experiences create va Negative impact can come from mishandling the type and amount of messages direct The less relevant the messages, the more irritating they become. Although we talk about stakeholders as if they were independent groups, stakeholder Permission marketing invites consumers to sign up for messages and self-select into a This mirrors the shift from one-way to two-way communication. Total Communication In 360° communication planning, many message delivery points impact how a compa A total communication program monitors all these sources of brand messages. Everything a brand does, but also what it doesn’t do, can send a message. You can’t n Moving from Channels to Contact Points The concept of contact points has redefined our understanding of media as a messag Contact points are the various ways a consumer comes in contact with a brand. This moves from traditional advertising and marketing communication media to expe IMC planning is designed to maximize and leverage the good contact points and minim s. person in your life. network of contacts. e an impact on that customer relationship. vement from by all stakeholders. pectful long-term relationships. alue for consumers. ted to stakeholders rs may overlap. a brand’s target market. any does business. not communicate. ge delivery system. eriential contacts. mize the bad ones.  The concept of contact points has redefined our understanding of media as a messag Contact points are the various ways a consumer comes in contact with a brand. This moves from traditional advertising and marketing communication media to expe IMC planning is designed to maximize and leverage the good contact points and minim Brand touch points are contact points that touch emotions. Connect with consumers to create greater emotional engagement, which leads to bra Message Synergy STOPPED CUE CARDS HERE Brand communication is about impressions and brand meanings evolving as messages Messages reinforcing one another have a multiplier effect that cements a brand impr Synergy happens when all the messages work together to create a coherent brand pe Brand stewards and IMC planners insist that strategic consistency be at the brand cor Strategic consistency drives synergy, and synergy drives the brand impression. A Brand is an Integrated Perception Message synergy is the basis for seeing a brand as an integrated perception. People automatically integrate brand messages and experiences—it’s a natural proce Integrated perception is just the way we make sense of things, and that’s how a bran Brand Integrity An integrated brand is one that has brand integrity. It is more believable because what it says and does matches what others say about it. Being a good corporate citizen adds trust to brand relationships and embellishes a bra Integration leads to brand integrity. IMC Campaign Planning A key objective is to create consistency among all the marcom tools and platforms. Spherical branding means that no matter what your angle of vision, the brand always This is called 360° planning. It refers to looking at a brand from all directions and poin ge delivery system. eriential contacts. mize the bad ones. and liking and lasting bonds. es interact, reinforce each other. ression, and polishes and magnifies it. erception. re and clear in every message. ess in perception. nd impression is created.. and’s reputation. s looks the same. nts of view.  A key objective is to create consistency among all the marcom tools and platforms. Spherical branding means that no matter what your angle of vision, the brand always This is called 360° planning. It refers to looking at a brand from all directions and poin What is a Campaign Plan? (1 of 2) An IMC campaign is a complex set of interlocking, coordinated activities with a beginn An IMC campaign plan: outlines objectives and strategies for different but related marketing comm uses different marketing communication tools. conveys different but complementary messages. A typical plan includes: I.Situation analysis II.Key strategic campaign decisions III.Marcom mix IV.Message strategy V.IMC media and contact points VI.Management and campaign controls Let’s take a look at each of these…… THE EXTERNAL ENVIRONMENT IS CONSTANTLY CHANGIN Competitors, customers, media, channels, macro trends, etc. rs, customers, media, channels, macro trends, etc. Major Forces in the Company’s Macroenvironment s looks the same. nts of view. ning and end. munications efforts. NG Major Forces in the Company’s Macroenvironment Market Analysis Then, characterize your market ØWhat are the basic care variables (price of entry into the market)? ØHow attractive is the market? ØAre there any macroenvironmental trends that could impact the business? PESTEL Analysis: tool for systematically scanning the environment for threa Major environmental factors affecting the busines Political Economic Sociocultural Technological ats and opportunities. ss Impact Implications (+ and/or -) How do these factors affect my operations s? In other Political Economic Sociocultural Technological Environmental Legal Competitors Marketers must gain strategic advantage by positioning products strongly against com No single strategy is best for all companies. Competitor Analysis 1.Develop detailed competitor profiles (e.g., size, strategies, strengths, weaknesses). 2.Determine what competitors are doing to take business away. Top 3-5 Differentiation factors (Mark competitors  (+ and/or -) How do these factors affect my operations words, what are the opportunities and/or th mpetitors. keting Mix) s? In other hreats?  Top 3-5 Differentiation factors (Mark competitors Product Situation Analysis SWOT Analysis The primary tool to make sense of the information and identify a key brand or produc Strengths/weaknesses are internally focused; opportunities and threats lie in the exte The idea is to leverage the strengths and opportunities and address the weaknesses a The strengths of a business are its positive traits, conditions, and good situations. The weaknesses of a business are traits, conditions, and situations that are perceived An opportunity is an area in which the company could develop an advantage over its c A threat is a trend or development in the environment that will erode business unless Key communication problems Planners look for communication problems that affect the successful marketing of a p IMC can solve only message-related problems such as image, attitude, perception, an A campaign must create desired brand impression, influence people to respond, and s Campaign Strategy A strategy can focus on branding, positioning, countering the competition, or creating The strategy may be designed to change consumers’ perception of the brand’s price o The strategy may also seek to increase the size of the market or share of wallet. keting Mix) Price Chann Communicati el ons ct problem. ernal marketing environment. and threats. as negatives. competition. s the company takes action. product, as well as opportunities. nd knowledge or information. separate the brand from competition. g category dominance. or price–value relationship. Key differential advantage (if any)  A strategy can focus on branding, positioning, countering the competition, or creating The strategy may be designed to change consumers’ perception of the brand’s price o The strategy may also seek to increase the size of the market or share of wallet. Objectives Every campaign must be guided by specific, clear, and measurable objectives. cannot overstate the importance of writing focused and measurable objectives. In benchmarking, the planner uses a comparable effort, such as a prior brand campai Targeting and engaging stakeholders A stakeholder refers to any group of people who have a stake in the success of a comp Employees are particularly important, and their buy-in is managed through internal m Brand strategy Message consistency needs a heart, core, soul, or DNA; a central concept around whic This is brand essence, what makes the brand different and distinctive from all other b Effective IMC plans lead to profitable long-term brand relationships. The IMC mix Main IMC areas: 1.Advertising g category dominance. or price–value relationship. ign, to predict a logical goal. pany or brand. marketing. ich messages can be unified. brands in its product category. The IMC mix Main IMC areas: 1.Advertising 2.Public relations 3.Consumer sales promotion 4.Trade sales promotion 5.Point of purchase 6.Direct marketing 7.Sponsorship and events 8.Packaging 9.Specialties 10.Guerilla marketing 11.Customer service Message Strategy Message strategies are matched to stakeholders based on insights into what moves th Message strategy decisions support the overall campaign objectives and direction. Strategic consistency comes from the creative theme and the consistent presentation IMC Media and Contact Points When most people think about media, they think about traditional mass media and a Media planning in an IMC context does more than just deliver targeted messages. Media also involve, engage, and connect consumers to the brand and to one another.  hem. n of the brand position, personality. advertising. r.