Transcript Slide 1
Marketing Principles IMC – Integrated Marketing Communications Oct 23rd, 2009 Chap 12 of book IMC – What is it? Commonly known as MarCom It is the mix of different media used to communicate the marketing message; Personal selling, Advertising, Public Relations, Sales Promotion, Sponsorship Marketing & Point-Of Purchase Communications Good Examples? Also, Service company who uses IMC??? Key Aspects of IMC/MarCom 1. Start with the customer or prospect – work 2. 3. 4. 5. backwards – when deciding what IMC strat to use Use any form of relevant contact – if you can afford Achieve synergy (speak with one voice). Same colours, same brand message Build Relationships- frequency or loyalty programmes Affect Behaviour – consumer should be moved to physically buy your product Changes to MarCom you need to make 1. If you start to use integrated MarCom you need to: Reduce dependence on mass-media advertising – there are better ways. Increase reliance on highly targetted advertising (database marketing) Keep a firm eye on your IMC effort’s return on investment. Is it financially worth it? How to choose MarCom mix o Ask the following : *Who is the intended market – b2b, older? *What objectives must MarCom achieve,Profit/sales? *What is the nature of the product – ind. Machine vs toothpaste *What is the Product Life Cycle stage? *What are competitors doing? – Dunnes vs Tesco *What is the available budget? Managing the MarCom Process o As a marketing manager following steps apply: * Select Target Margets * Establish Objectives * Formulate a Positioning Strategy * Set a budget(Top Down, Bottom Up) * Formulate and implement message and media startegies – hire a marketing company * Evaluate Programme Effectiveness The MarCom Process o Advertising – ads value to your brand by altering consumers perceptions – what’s your budget, pg 429 book, what’s your advertising message pg 430 book what’s the media you will use – pg 433 book – (reach/portion of target audience, frequency, continuity/times, cost) What is the effectiveness of each medium? Table pg 435 The MarCom Process o Sales Promotion – there has been a shift from advertising to sales promotion…there’s less “spray and pray” involved o Review Sales Promotion Pg. 438 of book Facilitate the intro of new products Obtain Trial Purchases from customers Invigorate Sales of a mature brand The MarCom Process o Public Relations – PR is the “hidden” MarCom Tool o Proactive PR; your aim is to have product announcements done by a newspaper editor or TV broadcaster. Sometimes in advertising “personalities” are paid to do this, but Proactive PR achieves this for almost free o Reactive PR is usually undertaken in response to something (bad) Sponsorship o Corporate Sponsorship – Event Marketing, sponsor music festivals, horse racing etc Cause Related Marketing: Donations to good causes etc o See Book pg. 444 Point of Purchase Comms o Signs, Banners, Display units etc Give examples in supermarkets at the moment Good for simplifying the shopping exp for shopper Good for retailer by increasing sales Good for marketer by increasing brand awareness o See pg 445 book