Transcript Advertising and Marketing Communications: 266B

4550:
Integrating Marketing
Communications: Part I
Professor Campbell
4/5/05
Plan for next 3 sessions
• Part I of IMC
– Why is IMC important?
– What is IMC?
– How does this differ from past approaches?
• The Diamond Mind
– What was the “IMC” plan used by DeBeers?
– How do you respond to this?
• Part II of IMC
– How can we make IMC more powerful?
Purposes of Marcom
• Inform prospective customers about your
products, services, terms of sale,
distribution channels,etc.
• Persuade as to the benefits provided
• Induce action
Enact the positioning that is the basis of
brand equity
Consumer Decision Process
Post Learning
Purchase
Decision
Integration
Evaluation/
Preference
Search/
Knowledge of Alternatives
Attitude formation
Perception
Motivation
Problem Awareness
Communication is Challenging!
• High clutter and noise characterize today’s
consumer environment
• Consumers may lack motivation, ability or
opportunity to process
– Getting attention for any one message is
very difficult
– Gaining enough processing attention to
create memory is especially difficult
The current, best solution is “Integrated
Marketing Communications”
Integrated Marketing Communications
• Recognizes the importance of the
integration and coordination of all elements
of the marketing communications mix
– More focused
– More consistent
– More effective
– More efficient
Key Message
Advertising
PR
Promotions
Sales
IMC Breaks Through the Clutter
• IMC involves coordinating communications
activities to solve specific marketing problems and
to achieve overall strategic objectives -- based on
an understanding of consumer needs
– The old way
•
Always invest in advertising and promotion to solve
specific communication problems
– The IMC way
•
Select the best combination of marketing
communication tools to achieve consumer-based
objectives
Old Way
PR
Advertising
Trade
Shows
Product
Promotions
Selling/
Proposals
Direct
Marketing
Packaging
Merchandising
Implications of the Brand Equity Approach
• The manner in which a brand association is
formed doesn’t matter
• What matters is:
– Favorability
– Strength
– Uniqueness
• Thus, evaluate the wide variety of
marketing communication options available
to create these knowledge structures in
terms of:
– Cost
– Effectiveness
The Snorkeler's View of IMC
“One look, one feel”
Physical Continuity
• Increases motivation, opportunity, and
ability to process
• Builds stronger linkages in memory
Direct Reinforcement
• Within advertising media
– 15 second excerpts sustain frequency and
maintain association strength
– An ad at the end of a campaign that
“compiles” the ads in the ad pool helps
consumers to make connections across ads
Excerpts from past ads/campaigns leverage
existing knowledge, feelings, and attitudes
Direct Reinforcement
• Across communication media
– Advertising retrieval cues
•
Improve motivation and ability to retrieve
communication effects
– TV-Radio: consumers replay visuals (but at the
expense of other processing)
– Radio-TV may lead to enhanced processing due to
curiosity or resolution
– TV-Print increases probability that consumers will:
•
•
•
notice the print ad
actively process the print ad contents
favorably respond to the ad
Physical Continuity...
• Stronger associations may be created by
explicitly linking marketing communications
to the brand
– Cues to earlier communications
• All forms of variation increase likelihood
that consumers form and retrieve links
between brand and communications
“Snorkeler's” IMC
PR
Trade
Shows
Direct
Mail
Communication
Idea
(Advertising)
Sales
Promotions
Packaging
Merchandising
The Scuba Diver’s View of IMC
• Strategic planning
and coordination
for communication
impact
– Multiple tools
– Multiple audiences
– Multiple stages
Proposals
Ads
IMC
Steps for Achieving
Integrated Marketing Communications
1. From a thorough marketing analysis of the
company, the marketing situation, and the
customers’ wants and needs, create a competitive
advantage.
2. This should drive the definition of the role and
objectives of marketing communications within the
overall marketing mix.
3. The specific marketing communications tools and
messages are derived from the overall marketing
communications strategy.
“Scuba” IMC
Advertising
PR
Trade
Shows
CustomerBased Idea
Direct
Marketing
Promotions
Packaging
Selling/
Proposals
Merchandising