Transcript Introduction: Course Overview

Integrated Marketing
Communications
MKT 846
Professor West
What is IMC?

According to Ogilvy & Mather…
IMC is “orchestration”
Orchestral Analogy
 An
orchestra consists of many
instruments, each of which produces a
different sound…

Whereas, marketing communication
involves multiple media with differing
characteristics.
Orchestral Analogy
 If
the sounds are not coordinated, the
orchestra produces noise rather than
music…

Similarly, an ill-conceived
communications plan can send
inconsistent messages, detracting from
the brand.
Orchestral Analogy
An orchestra performs according to a
musical score and under the direction
of a conductor…

 An
IMC plan should detail which marketing
communications functions and what media
will be used a which times and to what
extent.
 The plan must be clearly communicated
internally and overseen to make sure that
everyone understands their role
What is the Purpose of IMC?

According to Duncan…
The primary responsibility of IMC is to
help the organization to:
Acquire, Retain, and Grow
Customers!
Focus on Brand Building
 Strong
 From
brands add value
the firm’s perspective…
 Brand
equity can be leveraged through extensions,
collaborations, licensing
 From
the customer’s perspective…
 Brands
provide assurance, simplify our lives, reflect our
personality
transform products – goods as well as
services – into something larger than the
product itself.
 Brands
Transactions to Relationships
 The
marketplace has changed:
 Increased
Competition
 Distrustful Customers
 New technologies
 Recognition that it’s more profitable to retain than
acquire customers
 Managing
customer relationships drive brand
value
 Communication
is the foundation of all
relationships, including brand relationships
IMC Helps Build Profitable
Customer Relationships
 Focuses
on relationships instead of transactions
 Establishes more personal, two-way communication
with customers
 Determines the best mix of marketing
communication functions and media for a brand
 Helps ensure that a brand has one voice, one look
 Takes advantage of new media and new
communication and information technologies
 Builds trust in a brand by creating an open,
customer-focused culture
Building Relationships With
Boots The Chemists
Case Study: Boots The Chemists
 Largest

pharmacy chain in Britain
J. Walter Thompson launched a strategic relationship
building IMC campaign
 Elements

Consumer perceptions – “man in the white coat”


Trusted authority
New positioning “look good and feel good”


of the campaign
Understanding, stimulating, personalized, fulfilling, enjoyable
Campaign Objectives



Increase profitability by increasing frequency of visits and amount
spent per visit
Enroll 8 million cardholders in 12 months
Achieve an incremental sales increase of 3.2 percent
Case Study: Boots The Chemists
 Elements

Target Audience



of the campaign (cont.)
83% of customers are women
Focus on young women who could be motivated to “treat
themselves” rather than “deal-seekers”
Creative Strategy


Boots Rescue
Resolution
Case Study: Boots The Chemists
 Elements

Message Delivery


of the campaign (cont.)
In-store material & staff training followed by television
Evaluation



Launch produced a database of 8 million BTC customers
More than 3 percent sales increase in year 1, 8 percent in year 2
Cardholders’ average purchase was 8 percent high than noncardholders
Relationship Intensity
 Stages
of Relationships
Awareness: brand is included in customer’s evoked set
 Identity: customers display the brand, indicating an
emotional attachment to it
 Connected: customers communicate with the company
in-between purchases
 Community: customers communicate with each other
 Advocacy: customers communicate with prospects,
make referrals

Four Basic Components
A
sound IMC plan will be based on research
and careful consideration of the situation and
environment in which the effort will take place.
 The plan will include four basic components:
 Objectives – What you want accomplished
 Strategies – Ideas for accomplishing objectives
 Tactics – Actions for executing the strategy
 Evaluation – Measures for evaluating success
Marketing
Plan
Compa
y
Situation
Analysis
Compet
itors
Collab
orator
s
Cosum
ers
Strategy
Development
Marketing
Mix
Promotion to
final buyer
Target
Market
Product
Ideti
Decisios
fy
Marke
Custom
ts
Marke
Pricig
er:
t
Decisios

Cosum
Segme
er
tatio
Select
Chael

a
Decisios
Busie
Promotion
Target
ss
to trade
Marke
Promotioal
Develo
t
Reseller
Decisios
p
Positio
Purchase
ig
Marketing
Plan
Compa
y
Situation
Analysis
Compet
itors
Collab
orator
s
Cosum
ers
Strategy
Development
Marketing
Mix
Promotion to
final buyer
Target
Market
Product
Ideti
Decisios
fy
Marke
•Advertising
Custom
ts
Marke
Pricig •Direct Marketing
er:
t
Decisios •Interactive
Cosum
Segme
Marketing er
tatio
Select
Chael •Sales Promotion

a
Decisios
Busie
•Publicity
and
PR
Promotion
Target
ss
to trade
•Personal
Selling
Marke
Promotioal•Internal
Develo
t
Reseller
Decisios
p
Communication
Positio
Purchase
ig
Course Overview

Syllabus highlights…
 Materials:
 Duncan,
“IMC: Using Advertising & Promotions to Build
Brands”
 Purvis, “Which Ad Pulled Best,” 9th edition
 Objectives:
 To
experience IMC planning by working together to
develop a communications plan
 To sharpen your skills at evaluating existing marketing
communication material
Course Overview

Syllabus highlights…
 Requirements
 Your
performance will be assessed through a
combination measuring including:
Daily participation – 10%
Final (in-class) – 30%
Four “Mini-Projects” – 20%
Final Presentation & Paper – 40%
Course Overview
 Webpage (http://fisher.osu.edu/~west_284/mkt846w04)
 Syllabus
 Schedule
(daily slides)
 Project Information
 Resources
Project Details
 Teams
will develop a marketing communications
plan for a product or service of their choosing

Criteria for selecting a product/service:



The brand could improve its market position by changing its
communications strategy.
The brand is suited to TV advertising
Access to members of the target market for research purposes
 Use
of mini-projects to foster a systematic approach
and provide feedback
Step 1: Situation Analysis
 Step 2: Target selection, positioning, communication
objectives, creative development

Project Details
 Use
of mini-projects to foster a systematic approach
and provide feedback
Step 3: Sales & Trade Promotions
 Step 4: Direct Marketing

 Additional

Elements
Budget, Evaluating Success
 Various
team members should adopt differing
perspectives to be sure that all stakeholders are
considered
Team Selection
 Each

class member selects one “teammate”
However, you may not end up on the same team
 Write
your name and your intended teammate’s
name on the form provided

You and your teammate should only submit one page
 Ten
pairs of names will be drawn to form four person
teams
 The remaining names …
Will be separated and drawn one at a time
 If your name is picked you will have the opportunity to join
any team with only four members

Next Time…
Catch
up on reading
 Duncan
Set
Chapters 1 - 4
up “weekly meeting time” with your
team and get cracking on picking your
product or service