Transcript 9 - Week Nine

Week Nine
Integrated
Marketing
Communications
Ajax Persaud
Dhruv Grewal
Copyright © 2012 McGraw-Hill Ryerson Limited
Shirley Lichti
Michael Levy
Chapter Objectives
LEARNING OBJECTIVES
LO1 Outline the process that firms use to
communicate with consumers
LO2 Explain the six tools of integrated marketing
communication campaigns
LO3 List the steps in planning an integrated
marketing communication campaign
LO4 Describe what appeals advertisers use to get
customers’ attention
LO5 Identify how firms determine which media to
use
LO6 Summarize how firms budget for and measure
integrated marketing communications success
14-2
Chapter Roadmap
14-3
LO1
I’m Lovin’ It




New tagline introduced in
2003
Platform for global integrated
marketing communications
Campaign is well-recognized
and well-liked worldwide
Delivers a consistent
message and lowers costs
14-4
LO1
Communicating with Consumers:
The Communication Process
14-5
Test Your Knowledge
Which of the
A)
B)
C)
D)
following is NOT considered a form of feedback?
A customer’s purchase of an item
A complaint or compliment
The redemption of a coupon or rebate
A customer telling their friend about a purchase
14-6
How Consumers Perceive
Communication


Receivers decode
messages differently
Senders adjust
messages according
to the medium and
receivers’ traits
14-7
LO1
Decoding the Message
How does the
advertiser help the
receiver decode this
as a breakfast food
14-8
LO1
Is It Deception to Disguise
the Message Sender?



Marketers use websites
to promote movies and
TV shows
Some sites do not identify
that they are promotional
tools
Is this deception?
14-9
LO2
Integrated Marketing Communication
Tools
14-10
LO2
Advertising


Most visible element
of IMC
Extremely effective at
creating awareness
and generating
interest
Terry Tate/Reebok
Commercial
14-11
LO2
Personal Selling



Some products require
the help of a salesperson
More expensive than
other forms of promotion
Salespeople can add
significant value, which
makes the expense
worth it
14-12
LO2
Sales Promotions



Can be aimed at both end
user consumers or
channel members
Used in conjunction with
other forms of IMC
Can be used for both
short-term and long-term
objectives
14-13
LO2
Direct Marketing
14-14
LO2
Direct Marketing Characteristics
• Annual growth rates outstrip
retail sales
• One of the fastest-growing
forms of retailing with $51 billion
in annual sales
• Four defining characteristics:
•
•
•
•
targeted
motivates an action
measurable
can provide information for a
marketing database
14-15
LO2
Forms of Direct Marketing
Direct Mail
targeted, printed
communication sent
to a prospective
consumer’s mailbox
FedEx customer acquisition
campaign direct mail cube
14-16
LO2
Forms of Direct Marketing
Catalogues
• hard copy and online
• welcomed in 80% of
Canadian homes
• E.g. Sears, Ikea, and
Business Depot
14-17
LO2
Forms of Direct Marketing
DRTV
• short television
commercials and/or
infomercials
• strong call to action via
1-800 number, mail or
website
• For example, Canadian
Blood Services Save a
Life campaign
14-18
LO2
Forms of Direct Marketing
Kiosks
• Facilitate service
delivery, e.g. airline ticket
printing
• Sell services and
products to consumers,
e.g. Dell, Virgin Mobile,
Hallmark
14-19
LO2
Online Marketing
Websites
Blogs
Social Media
14-20
LO2
Public Relations (PR)



“Free” media attention
Importance of PR has
grown as cost of other
media has increased
Consumers becoming
more skeptical about
marketing, PR becoming
more important
14-21
LO2
PR Toolkit
14-22
LO2
Sponsorship in Motion
What do sponsors do when top athletes change teams?
14-23
Test Your Knowledge
What is the key benefit of public relations versus other forms of
marketing communications?
A)
it is “free”
B)
it is often more credible
C)
can reinforce the advertising
D)
these are all benefits of PR
14-24
LO3
Steps in Planning an IMC Campaign
1. Identify
Target
Audience
4. Convey
the Message
2. Set
Objectives
5. Evaluate
and Select
Media
3. Determine
the Budget
6. Create
Communication
7. Assess
Impact
Marketing Magazine
Website
14-25
LO3
1. Identify Target Audience
Tone of
Message
Appeal
Inform
Persuade
Remind
Generate
Awareness
or Trial
Mass or
Niche Media
Tracking
14-26
LO3
2. Set Objectives
• Pull strategy
• Push strategy
• Nature of the market
• Nature of the product
• Stage in the product life cycle
14-27
Test Your Knowledge
Which of the following attempts to motivate the retailers to
purchase one firm’s product, rather than the products of
competitors?
A)
advertising plan
B)
informative advertising
C)
push strategy
D)
pull strategy
14-28
LO3
3. Determine Budget
Considerations
Role that advertising plays in their
attempt to meet their overall
promotional objectives
Expenditures vary over the course of
the Product Life Cycle
Nature of the market and the product
influence the size of the budget
14-29
LO3
Budgeting Methods
Objective-and-task
method
Sets communication objectives first,
then determines best tools and
media to reach target markets
Competitive parity
Match budgets of competitors
Percentage of sales Fixed percentage of forecast sales
Affordable budgeting Money available after accounting
for operating costs and profits
14-30
LO3
Budgeting
14-31
Test Your Knowledge
In which budgeting method assumes communication expenses
do not stimulate sales and profit?
A)
competitive parity
B)
objective and task
C)
affordable budgeting
D)
percentage-of-sales
14-32
LO4
4. Convey the Message
Unique selling proposition
Boost Mobile….Where you at?
Nokia….. Connecting People
14-33
LO4
The Appeal
Rational appeal
Emotional appeal
14-34
LO4
The Appeal
Rational appeal
Emotional appeal
14-35
LO5
5. Evaluate and Select Media
Media planning
Media mix
Media buy
14-36
LO5
Mass and Niche Media
Mass media reach
large anonymous
audience
Niche media reach a
smaller more targeted
audience
14-37
LO5
Choosing the Right Medium
14-38
LO5
Choosing the Right Medium (continued)
14-39
LO5
Determine the Advertising Schedule
Continuous
Pulsing
Flighting
14-40
LO5
6. Create Communications
Creativity plays
a major role in
the execution
stage
Creativity
should not
overshadow
the message
The type of
medium
determines the
execution style
Communications
The execution
style must
match the
medium and
objectives
14-41
LO5
Creative Elements
What appeal is being
used in this ad?
Is the ad effective in
delivering the selling
message?
14-42
Test Your Knowledge
When employing a combination of media, why must advertisers
maintain consistency across the execution styles?
A)
To deliver a consistent and compelling message
B)
To reduce costs on the advertising budget
C)
To impact the largest part of their target audience
D)
To increase exposure time
14-43
LO5
Managing Creative Elements
What to do if creative
elements don’t deliver
the selling message?
14-44
LO6
7. Assess Impact
Using Marketing Metrics
Pretesting
Tracking
Protesting
14-45
LO6
Results: Measuring IMC Success



Understand desired outcome at outset
Short-term or long-term
Should be explicitly defined and measured
Frequency
Reach
Gross rating points
Web Tracking
14-46
LO6
Search Engine Marketing
Clicks
Impressions
Click through rate
Return on investment (ROI)
Transit, an upscale sneaker store in New York City modeled
after vintage New York City subway trains.
14-47
LO6
Transit
Click through results
What does the data tell you?
14-48
LO6
Transit IMC goals and results
14-49