The use of basic marketing activities to create and sustain relationships with customers A well defined and thought out Integrated Marketing Communication (IMC) plan... Strategically maximizes advertising and promotional mix elements to drive long term sales and revenue growth The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The customer's perception of all of the benefits of a product or service weighed against all the costs of acquiring and consuming it. What are the elements of the (Old School) marketing mix? 1. Product 2. Price 3. Place 4. Promotion Integrated Marketing Communication A strategic business process used to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs with consumers, customers, prospects employees and other relevant external and internal audiences. The coordination of all seller-initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote and idea. The basic tools used to accomplish an organization's communication objectives Any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor. Integrated Marketing Communications Management The process of planning, executing, evaluating, and controlling the use of the various promotional-mix elements to effectively communicate with target audiences. Integrated Marketing Communications plan The framework for developing, implementing, and controlling the organization's IMC program. A written document that describes the overall marketing strategy and programs developed for an organization, a particular product line, or a brand. A strategy that focuses on keeping and improving relationships with current customers Tailoring goods or services to the tastes of individual customers on a high-volume scale. customer relationship management (CRM) A company-wide business strategy designed to optimize profitability, revenue, and customer satisfaction by focusing on highly defined and precise customer groups. Why does a rapidly changing media environment make it difficult to target audiences and communicate effectively?
What is the goal of the IMC? To generate short-term financial returns and build long-term brand value IMC is changing the focus from... IMC plays a major role in... Developing and sustaining brand identity and equity Brand Identity is a combination of
How are consumers driving the trend to find New ways to build brands? 1. They view brands as a form of self-expression 2. They Know more about brands and the companies that make them 3. Cynicism for corporations is at an all time high 4. They seek & share info with others online Examples of how companies get consumers involved 1. Apple Computer lets consumers test products in store 2. Starbucks positions stores as a community gathering place Organizations communicate directly with target customers to generate a response and/or a transaction A two-way flow of communication whereby users can participate and modify the form and content of the information they receive in real time Marketing activities that provide extra value or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales. Non-personal communications regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship. The management function which evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance. A form of person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company's product or service or to act on an idea. The basic tools used to accomplish an organization's communications objectives What are the elements of the promotional mix? 1. Advertising 2. Direct Marketing 3. Interactive Marketing 4. Sales promotion 5. Publicity/public relations 6. Personal Selling What are the most common forms of advertising for consumers?
What are the most common forms of advertising for organizations?
Advertising targeted to wholesalers and retailers to motivate them to purchase its product for resale to their customers. What are the different types of direct Marketing 1. Direct Mail 2. Direct Response Advertising 3. Telemarketing 4. Catalogs 5. Shopping Channels 6. Internet Sales How is the internet used as an IMC tool? 1. It educates or informs customers, it obtains customer database information 2. It is a persuasive advertising medium b/c it communicates & interacts with buyers & provides customer service & support 3. It is a sales tool b/c it builds & maintains customer relations What are examples of consumer-oriented sales promotions? coupons, sales, premiums, contest/sweepstake, refunds/rebates, bonus packs, loyalty programs, events
What are examples of trade-oriented sales promotions? - Trade Allowances - POP Displays - Training Programs - Trade Shows - Coop Advertising Why does most of the promotional budget now go to sales promotions? 1. There is a decline in brand loyalty 2. There is an increased consumer sensitivity to "deals" 3. Larger and more powerful retailers are demanding more trade and promotional support What are the common Public Relation vehicles? 1. Feature Articles 2. Interviews 3. Special Events 4. Press Conferences 5. News Releases What are the Public Relations tools? 1. Cause-related marketing 2. Publicity vehicles 3. Special publications 4. Community Activities/ Public Affair Activities 5. Corporate Advertising 6. Special Event Sponsorship How do different factors compare Advertising vs. Publicity? An Integrated Marketing Communication plan requires... 1. Planning 2. Executing 3. Evaluating 4. Controlling (Adjusting) What are the basic elements of a marketing plan? 1. A detailed situation analysis 2. Specified Marketing Objectives 3. A marketing strategy & program 4. A program for implementing the strategy 5. A process for monitoring and evaluating performance What does the model for the IMC planning process look like? Who are the participants in the IMC process? 1. Advertiser (Client) 2. Advertising Agency 3. Media Organizations 4. Marketing Communications specialist organizations 5. Collateral Services What does the advertiser (client) play in the IMC process? They have the products, services, or causes to be marketed, and they provide the funds that pay for advertising and promotions What role does the advertising agency play in the IMC process? It is an outside firm that specializes in the creation, production, and/or placement of the communications message and that may provide other services to facilitate the marketing and promotions process. What role do media organizations play in the IMC process? They provide an environment for the firm's marketing communications message. What role do specialized marketing communications services play in the IMC process? They provide services in their areas of expertise, which could include direct-marketing, sales promotion, digital/interactive marketing, and/or public relations. What role do collateral services play in the IMC process? They provide companies with specialized services such as package design, advertising production, and marketing research What does the advertising department under a centralized system look like? What are the PROS of a centralized system? 1. Better communications 2. Fewer personnel 3. Continuity 4. More top management involvement What are the CONS of a centralized system? 1. Less goal involvement 2. Longer response time 3. Impractical for multiple brands, products, divisions What does a De-centralized advertising system look like? What are the PROS of De-centralization? 1. Concentrated attention 2. Rapid problem response 3. Increased flexibility What are the CONS of a De-centralized system? 1. Ineffective decision making 2. Internal Conflicts 3. Unequal distribution of funds 4. Lack of authority Why do firms use ad agencies? 1. They are highly skilled specialists 2. They have specialization in a particular industry 3. They have an objective viewpoint on the market 4. The offer of a broad range of experiences What is the full range of the marketing communication and promotion services? 1. Planning Advertising 2. Creating Advertising 3. Producing Advertising 4. Performing Advertising 5. Selecting Media What is the full range of the non-advertising services? 1. Strategic Market Planning 2. Creating Advertising 3. Direct Marketing 4. Interactive Capabilities 5. Package Design 6. Public relations and publicity What role do account services serve in an Agency? The link between agency and client What role(s) do marketing services serve in an agency? 1. Research department 2. May include account planners 3. Media dept. obtains media space, time What role(s) do creative services serve in an agency 1. Creation, execution of ads 2. Copywriter artists, other specialists What role(s) do Management and finance services serve in an agency? 1. Accounting 2. Finance 3. Human resources 4. New business generation What role do creative boutiques serve? 1. Provide only creative services 2. Full-service agencies may subcontract with them 3. Ability to turn out inventive creative work quickly What role do media specialist companies serve? 1. Specialize in buying media, especially broadcast time 2. Agencies and clients develop media strategy 3. Media buying organizations implement the strategy and buy time and space What are the methods of agency compensation?
What activities will a Top agency add to increase value 1. integrated disciplines & functions 2. creative ideas 3. collaboration 4. ideas/programs for multi comm. programs 5. talented people 6. brand driver evaluation 7. new media guidance, solutions
Why do agencies lose clients? 1. poor performance, poor communication, unrealistic client demands, personality conflicts 2. declining sales, payment conflicts, policy changes 3. personnel changes, changes in size of client or agency, conflict of interest, change in client's strategy What activities do direct marketing agencies provide? 1. database management & development 2. direct mail 3. research 4. production 5. media services 6. creative What activities do sales promotion agencies provide? 1. promotional planning 2. creative research 3. Tie-in coordination 4. Fulfillment 5. Premium design & manufacturing 6. Catalog production 7. Contest/sweepstakes management What functions are performed by Public Relations Firms? - Strategy development, Public affairs, Special Events - Generating Publicity, News releases, communication, - Lobbying, research, coordination with promotional areas What functions are performed by interactive agencies?
What functions do Market research companies offer? 1. Helping clients understand target audience 2. Qualitative Research 3. Quantitative Research What are the PROS of integrated services? 1. Greater synergy 2. Convenience 3. Single image for product or service What are the CONS of Integrated services? 1. budget politics 2. poor communication 3. no synergy What are the key obstacles to implementing IMC? 1. Lack of people w/ the broad perspective & skills 2. Internal turf battles & fear of
budget reductions, compensation 3. Agency egos 4. Ensuring consistent execution 5. Measuring success Understanding how & why consumers respond to stimulus What fields of study are involved in consumer behavior? 1. Psychology 2. Sociology 3. Economics 4. Social Psychology 5. Anthropology What are the steps in consumer decision making? 1. Problem recognition 2. Information search 3. Alternative Evaluation 4. Purchase decision 5. Post-purchase evaluation What psychological process is associated with Problem recognition? What psychological process is associated with information search? What psychological process is associated with alternative evaluation? What psychological process is associated with purchase decision? What psychological process is associated with Post-purchase evaluation? What are the keys to a successful relationship? 1. customer value 2. high level of customer satisfaction 3. strong sense of customer trust 4. customer retention What are the sources of problem recognition? 1. Out of stock 2. Dissatisfaction 3. New Needs or Wants 4. Related Products, Purchases 5. Market-Induced recognition 6. New Products What prompts new
needs/wants? 1. Financial changes 2. Employment Status 3. Lifestyle 4. Knowledge 5. Culture 6. Personality Physiological (or biogenic) needs that are considered primary needs or motives. Learned in response to our culture or environment. They are generally
psychological and considered secondary needs. What is Maslow's Hierachy of Needs Order? What is the freudian psychoanalytic approach? The subconscious mind has: - strong inhibitions - symbolic meanings - complex and unclear motives - surrogate behaviors How do we probe the minds of the consumers? 1. in depth interviews 2. association tests 3. projective techniques 4. focus groups What are the PROS to the Psycho-Analytic approach? 1. Reveals hidden feelings, drives, and fears 2. Highlights importance of symbolic factors 3. Shifts attention from "What" to "How" and "Why" What are the CONS to the psychoanalytic approach? 1. Qualitative results from very small sample 2. Varying, subjective interpretation 3. Difficult or impossible to verify or validate What are types of consumer information search? 1. personal sources 2. market sources 3. public sources 4. personal experience What do Marketers want to know about perception? 1. How consumers sense external information 2. How they select and use sources of information 3. How information is interpreted and given meaning? What is the perception process? 1. Receive 2. Select 3. Organize 4. Interpret What does product positioning do? 1. Establishing a specific image for a brand in the consumer’s mind in relation to competing brands 2. Conveys to product in terms of how it fulfills a need 3. Successful positioning creates a distinctive, positive brand image What are examples of objective attributes? 1. Price 2. Features 3. Warranty 4. Service What are examples of subjective attributes? 1. Image 2. Style 3. Performance number of alternatives a consumer actually considers in making a purchase decision What is the marketers evaluative view? The product is a bundle of attributes or characteristics What is the consumers evaluative view? Product Is Seen As A Set of Outcomes What are the ways to change attitudes? 1. Change beliefs about an important attribute 2. Change perceptions of the value of an attribute 3. Add a new attribute to the attitude formation mix 4. Change perceptions or beliefs about a competing brand What psychological processes are involved in the pre-evaluation purchase decision? 1. Integration processes 2. Heuristics 3. Affect referral decision rule What psychological processes are involved in the decision step? 1. Purchase Intention 2. Brand Loyalty What psychological processes are involved in the post-evaluation process? 1. Satisfaction 2. Dis-satisfaction 3. cognitive dissonance Based on observable behaviors (responses) that occur as the result of exposure to stimuli - Learning based on mental information processing - Often in response to problem solving A behavioral learning theory according to which a stimulus is paired with another stimulus that elicits a known response that serves to produce the same response when used alone. Learning based on a trial-and-error process, with habits forced as the result of positive experiences. - Learning involves
complex mental processing of information Cognitive Learning Process 1. Goal 2. Purposive Behavior 3. Insight 4. Goal Achievement External influences on consumer behavior Term 1. Individual interviews 2. Participant observation 3. Ethnographies 1. Social Influences 2. Cultural Influecnces 3. Environmental Influences The nature of communication 1. Verbal 2. Graphic 3. Musical 4. Animation Examples of Verbal Communication 1. Spoken word 2. Writte word 3. Song lyrics Examples of graphic communication: 1. Pictures 2. Drawings 3. Charts Examples of Musical Communication: •Arrangement •Instrumentation •Voices Examples of animation communication - Action/ Motion - Pace/ Speed - Shape/ Form Studies the nature of meaning and asks how our reality –words, gestures, signs, products, symbols – acquire meaning. Direct interpersonal (face-to-face) contact with target individuals or groups. Media that carry messages without personal contract or feedback Field of Experience Overlap What are the foundations of successful communication? 1. Select and appropriate source 2. Develop a properly encoded message 3. Select appropriate channel for target audience 4. Receive feedback Pyramid for identifying the target audience What are the 4 key variables of persuasion? 1. Receceiver compehension 2. Chanel Presenation 3. Message Yielding 4. Source Attention What is the relationship between source attribute and process 1. Credibility --> internalization 2. Attractiveness--> identification 3. Power --> compliance What gives a source credibility 1. Ethical 2. Kowlegable 3. Trustworthy 4. skillful 5. experienced 6. unbiased & honest 7.believable What gives your source attractiveness 1. Similarity 2. familiarity 3. likeability Factors involved in choosing a celebrity endorser 1. match with audience & product 2. image 3. cost 4. trust 5. risk 6. familiarity 7. likeability Advertising risks of using celebrities 1. celeb may overshadow product 2. celeb may be over exposed, reducing credediblity 3. Target audience may not be receptive to celeb endorsers 4. celeb behavior may pose a risk to comapny What is the appeal of Comparative Ads? - Especially useful for new brands - Often used for brands with small market share - Used often in political advertising
What is the appeal of Fear in an Ad? - May stress physical danger or threats to health - May identify social threats - Can backfire if level of threat is too high What is the appeal of Humor in an Ad? - Can attract and hold attention - Often the best remembered - Put consumers in a positive mood What are the PROS of Humor in an Ad? - Aids attention and awareness - May aid retention of the message - Creates a positive mood & enhances persuasion - May aid name and simple copy registration - May serve as a distracter, reducing counter arguing What are the CONS of Humor in an Ad? - Does not aid persuasion in general - May harm recall and comprehension - May harm complex copy registration - Does not aid source credibility - Is not effective in bringing about sales - May wear out faster than non-humorous ads What are examples of specific objectives? 1. Communications 2. Planning & Decision Making 3. Measurement & Evaluation What are the characteristics of objectives? 1. Specific 2. Measurable 3. Quantifiable/Timely 4. Realistic 5. Attainable
What are Marketing Objectives? • Generally stated in the firm’s marketing plan • Achieved through the overall marketing plan • Quantifiable, such as sales, market share, ROI • To be accomplished in a given period of time • Must be realistic and attainable to be effective What are the communication objectives? • Derived from the overall marketing plan • More narrow than marketing objectives • Based on particular communications tasks • Designed to deliver appropriate messages • Focused on a specific target audience What are the sales objectives? 1. Increased Market Share 2. Increased Sales 3. Brand Extension Factors Influencing Sales 1. Competition 2. Technology 3. Advertising/Promotion 4. Distribution 5. Price 6. Product Quality 7. The economy Realm of motives. Ads stimulate or direct desires
Realm of emotions. Ads change attitudes and feelings Realm of thoughts. Ads provide information and facts Moving from Awareness to Action 1. Awareness 2. Knowledge 3. Liking 4. Preference 5. Conviction 6. Purchase |
In the imc planning process, marketing objectives are paired with an understanding of:
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