Integrated Marketing Communications

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Integrated Marketing Communications

• Lecture 11
• Research and Evaluation 2 other marcomms tools

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OBJECTIVES

• To understand the nature and role of research and
  evaluation in relation to other marcomms tools
• To outline research issues at the varying stages
  of a marcomms plan
• To explain the types of research and data
  collection methods that are appropriate and
  available at each stage
• To explain how research and evaluation of
  marcomms can add value and how it can be used to
  improve marketing performance

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Scope of IMC research

• Traditionally measures focussed on advertising
  element
• Advent of IMC means
• Other marcomms tools will need to be evaluated
• Degree of integration needs to be assessed

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Research and Evaluation

• Sales Promotion
• Public Relations
• Personal Selling
• Direct Marketing
• Sponsorship
• Evaluating Integration

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Research and Evaluation Sales Promotion

• Can be complicated due to
• Nature and diversity of objectives e.g.
  stimulating immediate action, enhancing brand
  equity/positioning
• Techniques e.g. coupons, sampling
• Targets consumers, sales staff, retailers
• Role of intermediaries e.g. retailers may need to
  implement

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Research and Evaluation Sales Promotion

• Timing pre, post and tracking?
• Pre developmental
• Post financial
• Tracking longer term impact

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Research and Evaluation Sales Promotion - Pre
testing (developmental)

• Picton and Broderick (2005)
• How good is the general idea? objectives
• Will it appeal to target audience? Call to action
• Is it unique or a me-too?
• Can it be clearly presented/understood? AIDA
• Will it be cost effective and efficient? ROI
• Piloting/test marketing should be used to
  identify potential problems
• Impact on brand image/position should be assessed

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Research and Evaluation Sales Promotion post
testing

• Test results against objectives
• Can be qualitative or quantitative
• Can include sales type measures, financial
  analysis
• Could be related to awareness, brand
  attitudes/perceptions etc.
• Technology (bar code/scanner data)
• Methods will vary depending on targets e.g.

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Objectives Tests
Manuf. to reseller Stock/try new products Increase shelf space/display Tracking studies (stock levels) Retail audits
Reseller to consumer Sales Trial Increase usage Informal feedback Sales and stock levels
Manuf. to consumer Sales Trial Increase usage Coupon redemption Self-liquidating offers Retail audits
Manuf. to sales force Sales New clients Boost morale Sales against target New Business
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Public Relations

• Corporate PR
• Corporate image
• Recruitment
• Crisis management
• Marketing PR
• Actual activities undertaken (quantity not
  effect)
• Audience reaction (effect not behaviour)
• Audience behaviour (behaviour/action)

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Public Relations CPR

• Mostly ongoing research, tracking studies likely
  to be used to measure attitudes towards the
  organisation, or goodwill
• Cuttings services can measure volume of media
  coverage, but not impact or behaviour e.g. Labour
  Party Shylock advert generated 300,000 worth
  of advertising spend in media coverage/PR

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Public Relations MPR

• Marketing PR harder to gauge effectiveness as it
  often works with other marcomms tools in a
  supportive role
• Pre and post measures should be taken
• Quantitative tests such as cuttings service,
  awareness can be measured
• Qualitative can include perceptions, feelings
  towards products/brands etc.

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Personal Selling

• Evaluation can occur for
• The function as part of the marcomms mix
• The person who is doing the selling
• Individual sales staff will need to be set
  targets that collectively will help achieve the
  marcomms objectives, as they relate to sales.

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Personal Selling salesperson

• Input measures
• Cost
• Knowledge and skills e.g. product and market
  knowledge
• Calls e.g. number of, type (persuasive, order
  taking, promotional etc)
• Output measures
• Sales
• Profitability
• Customer accounts number, size, new,
  profitability

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Personal Selling marcomms mix

• Measures could include Quantitative
• Sales volume
• Sales value
• Effectiveness of different channels
• Integration with other marcomms tools
• Relationships developed/maintained
• Qualitative

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Direct Marketing

• One of the easier marcomms tools to evaluate as
  spend and revenue are more precisely connected
  due to the nature of the activities
• Evaluation should include
• pre and post measures
• Quantitative and qualitative research

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Direct Marketing

• Pre testing includes
• Creative approaches
• Incentive
• Test marketing
• Post testing includes
• ROI
• Sales value/volume
• Profitability
• Response by media/target/incentive/creative etc

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Sponsorship

• Easy to measure activity but not effect/ impact
• Quantitative measures easy to assess e.g. crowd
  size at sponsored sports event
• Qualitative tests need to examine impact,
  attitudes etc, so tracking studies may be useful

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Sponsorship

• Like PR, effect can be measured in terms of media
  coverage/costs (as if it were advertising)
• E.g. Ellen MacArthur sponsorship by B Q cost
  them 2-3million, media coverage of recent
  success generated an estimated 100million worth
  of exposure

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Evaluating Integration

• To what extent is a campaign integrated?
• Picton and Broderick talk about levels of
  integration from tactical (e.g. ad hoc
  integration between one or two elements of the
  marcomms mix) to strategic a holistic approach
  taken at the highest level
• Another approach is to evaluate in terms of
  element e.g.

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Evaluating Integration

• Promotional Mix Integration
• Integrated objectives and activities at marcomms
  mix level
• Promotional/Marketing Mix Integration
• Through the line approach
• Promotional activities integrated with the rest
  of the marketing mix

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Evaluating Integration

• Creative Integration
• Using creative themes/strategy across the
  marcomms tools
• Clear positioning approach articulated and
  applied across marcomms mix and campaigns
• Information/database
• Use at analysis and planning stages
• Can be instrumental in implementing DM
  campaigns/activities

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Evaluating Integration

• Intra-organisation
• Linking departments internally, ensuring customer
  focussed approach
• Some organisations may treat e.g. marketing,
  sales, PR as separate functions (with objectives,
  budgets, staff etc) which will need co-ordinating
• Inter-organisation
• Integration of all external agencies working on
  marcomms e.g. advertising, sales promotion etc.
• Developing a virtual agency

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Evaluating Integration

• Internal/external audience integration
• Internal audiences (e.g. staff) will see consumer
  facing communication so integration should work
  at this level too
• Corporate/product integration
• Equally, product (marketing) and corporate
  communication will overlap in publics minds
• Geographical
• May be vital in global marketing situations to
  use common branding, themes etc, if not actual
  executions

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Any Questions?