14 Integrated Marketing Communications IMC

1
14Integrated Marketing Communications (IMC)

• Dr. Close

2
"Doing business without advertising is
like winking at a girl in the dark. You know what
you are doing, but nobody else does." -- Steuart
Henderson Britt
3
Example of IMC- Axe

• Axes campaign for their Axe Unlimited with some
  tv commercials online components.
• The new TV spot leads to www.mojomastergame.com
• a Sim-like game.

4
Marketing Communication Process

• Precondition for promotion communication
• Need common frame of reference b/w sender and
  receiver (Language, impairment)
• 5 Step Process
• 1. Sender
• Ad agency
• Intends to share
• meaning
• 2. Encoding translating meaning of message into
  some form (Got Milk?)

5
Marketing Communication Process

• 3. Message Channel / Medium
• Means of reaching target (print ad, T.V.,
  salesperson)
• Be appropriate (print vs. T.V. Newsweek vs.
  Playboy)
• 4. Decoding the Message
• Target makes sense of message
• Noise anything decreases clarity (e.g., Nova
  KFC in Japan)
• Message always changes (teaching)
• 5. Receiver decoder of message (different
  markets see same message differently). What
  examples can you think of?
• Feedback is response circular
• Difficult to measure, so use feedback channels
  (research, sales)

6
Communication Promotion

• Communicate information between sellers and
  potential buyers to influence attitudes and
  behavior
• Main concern explains product, place, and
  price (may only hint Infiniti)

7
Goals of Promotion

• Inform this is what we offer (especially new,
  car financing)
• Persuade we are better (Kia Honda) (similar to
  competition)
• Remind have them already (well established with
  loyal base JC Penney)

VS
8
AIDA Attention?

• Attention-gt Interest-gt Desire -gtACTION!!!
• It gets harder as you go.
• Attention (e.g., sign-flippers, clowns)
• Headline (New York Post only part read)
• Visuals (sex)
• Layout
• Colors
• Size (Times Square)
• Electronic sound music animation
• Gross images (this nasty eyeball gets your
  attention!)

9
AIDA Interest?

• Keep Interest difficult in our ADD world
• Tactics
• Drama/story (Tasters Choice couple)
• Cartoons (MMs)
• Dialog (Diet Coke Thing Wusssssup?)
• Cuts (MTV)

10
Doritos CommercialWhat tactics do they
attempt to hold your interest?
11
AIDA Desire?

• Arouse desire
• Tactics
• USP Unique selling proposition (Gillette razor
  clear deodorant, clear soda)
• Provide a rationale (Im worth it)
• Address you with their needs/problems
• (Do you want to make more ?
• Have you been injured in an
  accident?)

12
"A good ad should be like a good sermon
It must not only comfort the afflicted, it also
must afflict the comfortable." -- Bernice
Fitz-Gibbon -What do you think this ad exec
means by this?
13
AIDA Action?

• Action if consumers desire, hope action is
  natural (and realistic for them)
• Ask consumers to do something (log on to
  call..)
• Imperative Drink Coke, Get Met, Fly the
  Friendly Skies
• Facilitate 1-800 or web
• Direct competitive supplies are limited!!
• Do you view ads after purchasing that product?
  Why? To prevent dissonance
• (I should have ordered milk.)

14
The Marketing Mix (i.e., Toolkit)

• Your Tools
• Advertising
• Public Relations
• Sales Promos
• Personal Selling
• Event Marketing
• Internet Marketing (blogs, banners)
• Mix and match.

15
Framework for Marketing Mix/
IMC

• Marketing Organization
• Marketing Plan
• Goal Objectives
• Customer/Prospect Databases

IMC Management
Personal Selling

• Advertising Agency
• Research
• Creative Strategies
• Production
• Message Placement

Public Relations
Advertising
Sales Promotions P-O-P Supportive

• Specialized Promotion Organizations
• Media Organizations
• Event Management Firms
• Web Site Designers
• Sales Promotions Agencies
• Direct Marketing Agencies
• Public Relations Firms
• P-O-P Agencies Designers

Internet Advertising
Sales Promotions
Direct Marketing e-Commerce
16
IMC

• Integrated marketing communications
• Disjointed campaigns are horrible
• Use SYNERGISTIC combination of your tools
• Message should be complementary/ consistent (VW
  Bug as retro-hip)
• Experts who specialize must work together
• Dont have to choose between sales promo,
  personal selling, ads (use some of each to
  reach more of your target market)

17
IMC Tool Advertising

• Promotion Methods a.k.a. The Promotion Mix
• Advertising paid, impersonal promotions by
  identified sponsor(s)
• Traditional big markets, but
• adaptable to smaller
• Low cost/contact (LA Times
• 2 cents/per)
• Difficult to measure impact
• Not adaptable, inflexible

18
What does this McDonalds Adcommunicate to you?
19
IMC Tool Publicity and The Media

• Promotion Methods (cont)
• Publicity unpaid, impersonal promotions (talk
  show, movie premiere, charity, cars, etc
  Rosanne)
• Do not pay media costs (magazine article)
• Perceived credibility negativity

Publicity has far more value than advertising,
but you must give reporters a reason to write
about you. Photo Michel OSullivan
20
IMC Tool Sales Promos

• Promotion Methods (cont)
• Sales promotion (coupons, POP, samples,
  tradeshow)
• Added value or incentive in regard to a
  particular product
• May complement personal and mass selling (bonus)
• Targets
• Final consumers coupons, freq. shopper
• Middleman gifts, price breaks
• Company sales force bonuses, training
• 3 SP for 1 ads

21
IMC Tool WOM/eWOM

• Promotion Methods (cont)
• Word of mouth WOM is the most important
  marketing element that exists Gordon Weaver,
  Paramount Pictures. Do you agree?
• Unpaid, personal promotions (after ads PLC)
• Very high credibility (friends, business
  acquaintances, employees)
• Try for opinion leaders (may pay to stimulate
  teens movies fashions)
• Usually negative (respond to complaints)

22
IMC Tool Personal Selling

• Promotion Methods (cont)
• Personal selling paid, personal promotions
  direct spoken communication
• Adaptable to each target
• Immediate feedback
• Very expensive (200/contact)
• More spending on p.s. than ads

23
Factors Affecting Promotional Mix

• Nature of Product
• Stage in the PLC (When should you promote?)
• Target Market Characteristics
• Type of Buying Decision (Impulse?)
• Available Funds (Do you want a Bentley?)

24
"What helps people, helps business." --
Leo Burnett
25
Summary

• Marketing Mix/Toolkit
• Promotion Objectives
• Marketing Communication Process
• AIDA
• Factors Impacting Promotional Mix
• IMC
• Any questions??