BA 230 Marketing Communications

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• BA 230 Marketing Communications

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(No Transcript)
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What is Marketing?

• Marketing the sum of all the activities involved
  in the planning, pricing, promoting, distributing
  and selling of goods and services to satisfy
  consumers needs and wants.
• Marketing is the process that connects suppliers
  with end users

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What is Marketing?

• An organizational function and a set of processes
  for creating, communicating, and delivering value
  to customers and for managing customer
  relationships in ways that benefit the
  organization and its stakeholders.

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Our task is to focus
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Two Types of Marketing Efforts

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Communication Process
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How Brand Communication Works
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• Marketing Communications
• Focus on customers
• Defined set of channels
• Controlled communication types
• Positions a product or service
• More room for creativity
• Needs to be consistent with product
• and brand attributes

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Corporate and Marketing Communications

• http//www.youtube.com/watch?v1iBZ59mDgww

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What is Marketing Communications?

• Creating, delivering, managing, and valuating
  brand messages which are the information and
  experiences that impact how a brand is perceived.
• Marketing communications is any communication
  that flow from an organisation to its customers,
  potential customers and other groups who may
  influence its success.
• Informs
• Persuades
• Differentiates
• Reminds

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What is Integrated Marketing Communication?

• IMC is designed to make all aspects of marketing
  communication such as advertising, sales
  promotion, public relations, and direct marketing
  work together as a unified force, rather than
  permitting each to work in isolation.
• IMC, as a philosophical concept, dictates that
  all parties involved in the firms communication
  efforts co-ordinate to speak to target
  audience(s) with
• one voice,
• a unified message and
• a consistent image

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What is Integrated Marketing Communication?

• Early definitions of IMC
• a concept of marketing communications planning
  that recognizes the added value of a
  comprehensive plan that evaluates the strategic
  roles of a variety of communications disciplines
  (for example, general advertising, direct
  response, sales promotion, and public relations)
  and
• combines these disciplines to provide clarity,
  consistency, and maximum communications impact.
• (Schultz, 1993, p. 10)

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What is Integrated Marketing Communication?

• IMC is the process of developing and implementing
  various forms of persuasive communications
  programs with customers and prospects over time.
• The goal of IMC is to influence or directly
  affect the behaviour of the selected
  communications audience. IMC considers all
  sources of brand or company contacts which a
  customer or prospect has with the product or
  service as potential delivery channels for future
  messages.
• In sum, the IMC process starts with the customer
  or prospect and then works back to determine and
  define the forms and methods through which
  persuasive communications programs should be
  developed.
• (Schultz, 1993a, p. 17)

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What is Integrated Marketing Communication?

• Tactical coordination of marcom elements
• Redefining the scope of marcom
• Application of information techolology
• Financial and strategic integration
• Stages in IMC Development (Source Schultz and
  Kitchen, 2000b)

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What is IMC?

• A process that entails the planning, creation,
  integration and implementation of diverse forms
  of marketing promotion.

All marketing communications should be (1)
clearly positioned, (2) directed to a particular
target market, (3) created to achieve a specific
objective, (4) undertaken to accomplish the
objective within budget constraint.
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The Focus of IMC

• Traditional
• Transactions
• Consumers
• One-to-many
• Product driven

• Integrated
• Relationships
• Stakeholders
• One-to-few
• Customer driven

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Important Names for IMC

• Don Schultz
• George E.Belch, Michael A. Belch
• Tom Duncan
• Philip J. Kitchen

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Changes in Marketing Communication Practices
Changes in the consumer market

• complexity and change in FMCG markets,
• increasing media interest in social behaviour of
  companies,
• increase reliance on highly targeted
  communication methods.,
• increased efforts to assess communications
  return on investment.

• Information overload,
• advertising overload,
• media fragmentation,
• media choices,
• smaller audiences,
• increasing number of me-too products,

Changes in the supplier market

• Multiple acquisitions and structural changes,
• focus on short-term results,
• interest in strategic importance of
  communication,
• interest in internal communication,
• heightened demands on suppliers

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Changes in Marketing Communication Practices

• http//www.youtube.com/watch?vQPr0iRKQ7IM

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Why Is Integration So Important?
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2
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2 2 5 Statement

• Not TrueInteraction
• Results Depend on Interaction of the two (or
  more) variables
• Example
• 10 Billboard 20 Sales
• 10 TV Ad 30 Sales
• But
• 20 TV/Billboard 60 Sales

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IMC Mix
Social Media
Word of Mouth
Mobile Media
Guerilla
Events
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Benefits of IMC

• CLARITY - Avoid giving conflicting messages
• CONSISTENCY - All messages convey the core
  values/attributes of corporate identity and brand
• SYNERGY - Messages reinforce each other through
  repetition and development

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Contemporary IMC Approach
IMC is like an orchestra
Musical score guides all the members of the
orchestra to play together
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At the end of the course we can say IMC is like

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But not like this....

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• http//www.youtube.com/watch?vygcav6X1d_4

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• Cadbury promised consumers free sporting goods if
  they will save and submit special wrappers from
  Cadbury products.
• The campaign was supported with advertising,
  sponsorship, sales promotion, package design, and
  marketing public relations.
• However, there is a distinct unease in the minds
  of customers, consumers, and industry experts on
  the links between chocolate and obesity, and
  between chocolate and sporting prowess.
• Integration is both a way to develop campaigns
  that maximize consistency among all the marcom
  tools and a philosophy that monitors and manages
  all brand messages with all stakeholders at all
  contact points.