Transcript The IMC Process Model

Matakuliah
Tahun
: G0384/Public Relations
: 2006
Integrated
Marketing Communications 2nd edition
FT Prentice Hall
Dave Pickton
and
Amanda Broderick
1
What is Integrated Marketing Communications?
-
-
Is ‘Marketing Communications’ a fancy term for
‘Promotions’?
in many ways it is, but it is a more
comprehensive and more accurate term.
it is a collection of promotional and
communications activities.
how well this collection is brought together and
managed is a function of integrated marketing
communications.
2
What is Integrated Marketing Communications?
Something to think about and do
Identify as many different marketing
communications (promotions) activities as you
can (be specific).
e.g. newspaper advertisements, press releases,
promotional giveaways such as pens and diaries,
company stationery, leaflets and brochures,
packaging, etc.
3
What is Integrated Marketing Communications?
A definition of integrated marketing
communications
IMC is a process which involves the management and
organisation of all agents in the analysis, planning,
implementation and control of all marketing
communications contacts, media, messages and
promotional tools focused at selected target audiences to
derive the greatest enhancement and coherence of
marketing communications effort in achieving product
and corporate marketing communications objectives.
4
What is Integrated Marketing Communications?
Agents: Includes all individuals and organisations
involved in the marketing communications process.
Contacts: Any personal or non-personal communication
between selected target audience members and the
organisation.
Product: Refers to brands, goods, services and any
specific object of promotion and can include, for
example, events and personalities.
Corporate: Corporate level marketing communications.
5
What is Integrated Marketing Communications?
The 4Es and 4Cs of integrated marketing
communications
IMC should
•
•
•
•
be
Enhancing
Economical
Efficient
Effective
•
•
•
•
have
Coherence
Consistency
Continuity
Complementary
communications
6
What is Integrated Marketing Communications?
Key Features of IMC
• Clearly identified marketing communications
objectives that are consistent with other
organisational objectives.
• Planned approach which covers the full extent of
marketing communications activities in an
enhancing and coherent (synergistic) way.
7
What is Integrated Marketing Communications?
Key Features of IMC
• Range of target audiences not confined to
just customers or prospects.
• Management of all forms of contact which
may form the basis of marketing
communications activities.
• Effective management and integration of all
promotional activities and people involved.
8
What is Integrated Marketing Communications?
Key Features of IMC
• All product/brand (‘unitised’) and ‘corporate’
marketing communications efforts are
incorporated.
• Range of promotional tools – all elements of the
promotional mix should be included (personal
and non-personal communications).
9
What is Integrated Marketing Communications?
Key Features of IMC
• Range of messages (not necessarily the same
message).
• Range of Media as defined as any ‘vehicle’ able
to transmit marketing communications messages
and not just mass media.
10
Integration?
That’ll be the Daewoo
The integrated campaign that was the
most successful ever car launch
In the IPA Advertising Effectiveness Awards, the
marketing communications for Daewoo cars was
commended with a special award for integration.
In the preceding year, Daewoo were voted the
Marketing Society’s Durables Brand of the Year.
11
Integration?
That’ll be the Daewoo
Their campaign, devised and headed by agency
Duckworth Finn Grubb Waters, was particularly
praised for its strategic thinking and positioning
as ‘the customer-focused car company’. The
campaign resulted in the most successful ever
car launch.
12
Integration?
That’ll be the Daewoo
Advertising was used in an integrative
framework to develop awareness of what was a
completely unheard of Korean company in the
UK, to build a database, to establish a new
network of company-owned outlets, to develop a
unique style of selling and merchandising and to
establish and communicate the brand
proposition.
13
Integration?
That’ll be the Daewoo
In 1994, Daewoo was totally unknown to the
British market. In July of that year Daewoo Cars
UK consisted of only three personnel; a
managing director, a deputy managing director
and a marketing director. They had been in post
for just three weeks. They set an ambitious
target of obtaining a 1% share of market within
three years.
14
Integration?
That’ll be the Daewoo
To put this into context, at the time of launch,
the shares of three other Far Eastern car
companies were Hyundai (0.64% after 12
years), Proton (0.65% after 5 years), and Kia
(0.21% after 3 years). One other market
entrant, Korean company, Ssangyong, launched
its cars on the UK market one month before
Daewoo. They remain relatively unknown in the
UK marketplace today.
15
Integration?
That’ll be the Daewoo
Having completed research, the campaign
affected every aspect of customer contact that
extended from interactive in-store displays, free
café and crèche facilities, a free customer
helpline and non-intrusive personal selling
techniques to novel, memorable creative
treatments and slogan, advertising, direct mail,
exhibitions and PR.
16
Integration?
That’ll be the Daewoo
On awareness, perception and sales measures,
Daewoo results were phenomenal. If sales
response is the ultimate measure of success,
Daewoo practically achieved its 3 year,1% share
of market target within its first year of launch.
17
Integration?
That’ll be the Daewoo
This was an exceptional example of what
integrated marketing communications can
achieve. But even the best campaign cannot
guarantee continued success. Management of
integrated marketing communications is a
continuous activity.
(Unfortunately for Daewoo their success story
did not continue because of a variety of
international environmental circumstances
beyond the scope of IMC).
18
What is Integrated Marketing
Communications?
Let’s remember that the book is broken
into three Parts with each part based on
an integrated marketing communications
model.
Remember the models as you read the
book chapters.
Here they are in outline.
19
What is Integrated Marketing
Communications?
The Three Models
The IMC Process
Model (1)
The IMC
RABOSTIC
Planning
Model (2)
The IMC
Mix Model
(3)
20
What is Integrated Marketing
Communications?
Model 1
The IMC Process Model
How Integrated Marketing Communications work
from sender to receivers
21
What is Integrated Marketing
Communications?
Model 2
The IMC
RABOSTIC
Planning
Model
How Integrated
Marketing
Communications
are planned,
organised and
managed
22
What is Integrated Marketing
Communications?
Model 3
The IMC Mix Model
What mix is appropriate for
Integrated Marketing
Communications?
23
What is Integrated Marketing
Communications?
We shall go through each model in turn.
24
What is Integrated Marketing Communications?
The IMC Process Model
Model 1
Model 1 describes how messages are sent from
the sender to receivers. There are four basic
components, all of them vital elements of the
marketing communications process. The sender,
the message, the media (which carries the
message eg a leaflet or poster or TV, etc) and
the receivers, the audiences for the message.
25
What is Integrated Marketing Communications?
The IMC Process Model
Model 1
Simple IMC Process Model
Sender
Message
WHO?
SAYS
WHAT?
Media
BY WHICH
MEANS?
Receiver
TO
WHOM?
WITH
WHAT
EFFECT?
26
What is Integrated Marketing Communications?
The IMC Process Model
Model 1
Of course, the process is quite a
complicated one that can involve
miscommunication through distortion and
‘noise’ created as the sender decides on
the messages to be sent (encoding) and
the receivers try to make sense of them
(decoding).
27
What is Integrated Marketing Communications?
The IMC Process Model
SENDER
Communications often
include miscommunications
encoding
noise
MESSAGE
Noise and
interference can
often create
confusing marketing
communications
Model 1
MEDIA
decoding
RECEIVER
28
What is Integrated Marketing Communications?
The IMC Process Model
Model 1
The complete IMC Process Model contains
a few other refinements.
29
What is Integrated Marketing Communications?
The IMC Process Model
Model 1
Customer/audience relationship management
The Marketing Communications context
(macro / micro environment)
Receiver
Response
SENDER
MESSAGE
Brand awareness
Familiarity
MEDIA
Perceived quality
RECEIVER
Brand
Equity
Relevance
Satisfaction
Loyalty
The Communications Loop
encoding decoding feedback and noise
Image and Brand
Management
30
What is Integrated Marketing Communications?
The IMC Process Model
Model 1
In IMC the aim should be to focus on those
people (the receivers) who are selected as
the target audiences, although problems can
arise in not reaching all of them and in
others receiving the message that were not
intended to do so.
After sending the message a variety of
things can happen.
31
What is Integrated Marketing Communications?
The IMC Process Model
•
•
Model 1
Message is not received
Message is received but not by the target audience
• Message received by target audience(s)
•
No Direct Action may be taken or …….
• Action
• Purchase/Consumption
• Communication with others (Word of Mouth)
• Other actions
32
What is Integrated Marketing Communications?
The IMC Process Model
Model 1
In IMC target audiences are not the same as the
target market(s). Target market(s) are typically
defined in terms of customers and consumers.
Target audiences can include these as well as
other influencing groups.
But first, let’s look at how target markets are
defined.
33
What is Integrated Marketing Communications?
The IMC Process Model
Model 1
Target marketing results from first segmenting
the larger market and then selecting which ‘submarkets’ or segments will be chosen as the
target markets. In other words, which segments
will be selected for focused marketing activity.
Targets can range from the whole market in
which no differentiation is made to a very
specific niche target market.
34
What is Integrated Marketing Communications?
The IMC Process Model
The Target Market
Model 1
Undifferentiated
35
What is Integrated Marketing Communications?
The IMC Process Model
The Target Market
Model 1
Differentiated
36
What is Integrated Marketing Communications?
The IMC Process Model
The Target Market
Model 1
Concentrated
37
What is Integrated Marketing Communications?
The IMC Process Model
The Target Market
Model 1
Concentrated
Niche
38
What is Integrated Marketing Communications?
The IMC Process Model
Model 1
In looking more closely at customers and
consumers in the chosen target(s) it is
frequently the case that a range of people
influence decisions to buy, use or take whatever
form of action may be intended by the
marketing communicator.
This range or group of people is called the
decision making group or decision making unit
(DMU).
39
What is Integrated Marketing Communications?
The IMC Process Model
Model 1
Target Audience(s)
The Decision Making
Unit (DMU)
USER
DECIDER
BUYER
SPECIFIER
40
What is Integrated Marketing Communications?
The IMC Process Model
Model 1
Here’s an example of the DMU in practice.
Research conducted by BMRB revealed the
influencers involved in the purchase of
consumer durable goods.
BMRB asked husbands and wives to rank in
order of importance, factors that would affect
their purchase decisions for specific goods.
Notice how the rankings vary for different
products and how they differ between
husbands and wives especially for products E
and F.
41
What is Integrated Marketing Communications?
The IMC Process Model
Target Audience(s)
Model 1
BMRB - Major Spending Survey
A
B
C
D
E
F
H W H W H W H W H W H W
Manufacturer’s Reputation
Price
Overall Size
Appearance
Good Servicing
Good Guarantee
Safety
Reliability
3
1
7
8
6
4
5
3
3
2
7
7
5
4
6
1
7
1
3
8
5
4
6
2
6
1
2
6
5
4
6
3
6
1
3
8
5
4
7
2
5
1
1
8
5
4
7
3
3
1
7
8
4
5
6
2
3
3
7
8
2
5
6
1
6
1
5
8
7
4
3
2
7
3
5
2
8
6
4
1
3
1
6
8
5
4
7
2
4
2
3
8
6
5
6
1
A - Vacuum Cleaners B - Fridges/Fridge Freezers C - Washing Machines
D - Cookers F - Spin/Tumble Dryers
H - Husbands W - Wives
42
What is Integrated Marketing Communications?
The IMC Process Model
Target Audience(s)
Model 1
Other Influencers
Think about the range of people who might
influence our potential customers/consumers
either favourably or unfavourably.
Eg Friends, Relations, Peers, Social
Groups, Opinion Leaders
43
What is Integrated Marketing Communications?
The IMC Process Model
Target Audience(s)
Model 1
Other Influencers
Are there other people that you can think of?
Think of others who might influence our
company or brand performance either favourably
or unfavourably.
Eg Employees, Trade/Channel Members,
The Media
44
What is Integrated Marketing Communications?
The IMC Process Model
Target Audience(s)
Model 1
Other Influencers
Integrated marketing communications is about
recognising any and all relevant target audience
members towards whom our communications
can be directed.
45
What is Integrated Marketing Communications?
The IMC Process Model
Model 1
Chubb Security Systems
- an example
Chubb Security researched their market and decided to
target small edge of town factory units for one of their
security system products. They did their homework and
understood the decision making unit involved. They also
identified the target audiences they wanted to reach
with their integrated marketing communications
campaign.
46
What is Integrated Marketing Communications?
The IMC Process Model
Model 1
Chubb Security Systems
The Target Market
• Small Edge of Town
Factory Units
Target Audiences
• Finance
directors/managers
• Factory managers
• The trade media
• Their own employees
• The security trade
47
What is Integrated Marketing Communications?
The IMC Process Model
Model 1
Chubb Security Systems
Their campaign was a success. It was a
combined and integrated effort to communicate
with all the relevant people, not just those who
might be their customers.
48
What is Integrated Marketing Communications?
The IMC Process Model
Activity
Model 1
You are the marketing manager for a successful
FMCG brand. Identify all the target audiences
you may focus your integrated marketing
communications towards. Think about the
intermediaries in the trade as well as the final
customers and consumers. Be specific.
49
What is Integrated Marketing Communications?
The IMC RABOSTIC Planning Model
Model 2
Model
2
The IMC
RABOSTIC
Planning
Model
How Integrated
Marketing
Communications
are planned,
organised and
managed
50