Transcript IMC for Brand Equity

IMC for Brand Equity
Chapter 6
Definition of IMC
 IMC is the process of developing and
implementing various forms of
persuasive communications programs
with customers and prospects over
time.
IMC is designed to:
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Affect behavior
Use all forms of contacts
Start with the customer
Achieve synergy
Build relationships
Information Processing Model
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Exposure - see or hear ad
Attention - pause to notice ad
Comprehension - get message
Intention - will purchase
Behavior - purchase
Advertising Strategy Step 1
Define positioning - attributes &
benefits
• Points of parity- necessary/
competitive
• Points of difference - desirable/
deliverable
Advertising Strategy Step 2
Identify creative strategy to
communicate positioning
• Informational - benefit (prob-sol,
demo, comparison, testimonial)
• Transformational - imagery (usage,
user, personality/values)
• Motivational - borrowed (humor,
sex)
Customer Relationship
Mangement
 Data base usage
1. tracking customer activity
2. Manage customer interactions
Direct Response
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Mail - catalogues
Telephone - 800 number ordering
TV Infomercials - dramatic
Web pages - informational
Interactive ads - skyscrapers
Non-traditional Ads
Place advertising
• billboards, posters
• movies, airports, retailers
Product placement
Point of Purchase
• supermarket radio
• cart video
Sales Promotion:
Consumers
User aggregate - continue to use;
increase usage
Potential aggregate - try product; put
brand into category evoked set
Sales Promotion:
Trade
 Increase purchase frequency - deals
 Support brand advertising - co-op
 Increase inventories of brand products
- shelf space and display options
Event Marketing:
Types
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Arts
Festivals, fairs, annual events
Cause marketing
Entertainment, tours, attractions
Event Marketing:
Objectives
 Identify with consumer target market or
lifestyle
 Increase brand awareness
 Create or reinforce perceptions of brand
image associations
 Enhance corporate image dimensions
 Create experiences and evoke feelings
 Entertain clients, reward employees
 Permit merchandising opportunities
Sponsorship
 To meet specific brand objectives
 Audience delivered must meet needs
of brand consumers
 Events, naming opportunities
 Measurement - supply side - potential
exposure from media coverage demand
side - reported exposure from
consumers
PR and Publicity
Company and brand image protection
 PR - annual reports, fund raising,
membership drives, lobbying, event
management, public affairs
 Publicity - press releases, media
interviews, press conferences, feature
articles, newsletters, photographs,
films
Buzz Marketing
 Word of mouth techniques for highinterest product categories (Krispy
Kreme, Blair Witch Project)
 Cultural corruption?
Personal Selling
 Sales reps become customer advocates
 Corporate sales attitude
 Recognition for performance through
customer satisfaction not sales
 Data based contact to reinforce
 Frequent face-to-face interaction with
consumer
IMC Mix Criteria
 Coverage - reach and impressions
 Contribution - main effects of
communications on consumers
 Commonality - consistent and cohesive
brand image in every communication
 Complimentary - linkages of different
communications
 Versatility - degree of appeal to all
aggregates
IMC Example: San Diego
Zoological Society
MAIN ATTRACTIONS
Zoo - 800 species of animals in native
habitat cages
Wild Animal Park - 1800 acre preserve
with 2500 animals living together in
recreated African habitat
SDZS Competetition
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Sea World
LegoLand
Disneyland
Knott’s Berry Farm
Universal Studios
Magic Mountain
SDZS Target Consumers
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40% San Diego County
14% other parts of CA
35% from continental US
05% from outside US
SDZS Communication
Objectives
 Raise funding for society’s programs
 Provide public education
 Maintain image on local, regional,
national & international levels
 Draw visitors to main attractions
IMC Strategy:
Advertising
 Objective: drive attendance; uphold
image; educate and inform
 Audience: Members/ non-members;
households in 5 CA counties; tertiary
market of 7 states; tourist group sales
 Media: TV, radio, newspaper,
magazine, direct marketing, outdoor,
film locations
IMC Strategy:
Sales Promotion
 Objective: Drive attendance
 Audience: Southern CA co-op
 Media: Coupons, sweepstakes, tours,
broadcast tradeouts, direct maiol,
fliers, postcards
IMC Strategy:
Public Relations
 Objective: Inform, educate, maintain
image, reinforce advertising message
 Audience: local to international
 Media: event coverage; features in
local, national and global media; talk
show appearances; web site
IMC Strategy:
IMC Strategy: Corporate
Sponsorships & Events
 Objectives: Provide event funding,
promote special programs with
corporate sponsors; develop businesszoo partnerships
 Audience: Zoo supporters and
corporate partners
 Media: Ad, PR, co-ops, ticket trades,
hospitality centers
IMC Strategy:
Direct Mail
 Objective: Maintain large supporter
base
 Audience: local, regional, national and
global children, seniors, couples and
single memberships
 Media: Direct mail and on-grounds
visibility
IMC Strategy:
Group Sales
 Objective: Maintain group traffic and
revenue with group tours
 Audience: Conventions, incentive
groups, bus tours, associations, scouts,
schools, military, organizations, etc.
 Media: Travel and tourism trade shows,
telemarketing, direct mail, trade
publications, advertising, web alliances
Measurement
Ticket sales
Media coverage
Web inquiries
Positive attitude and awareness
research
 New memberships and renewals
 Business alliances
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