Transcript Advertising and Marketing Communications: 266B

4550:
Integrating Marketing
Communications: Part II
Professor Campbell
4/12/05
Plan for Remaining Classes
• Thursday, April 14
– Guest Speaker: Clay Timon, CEO Emeritus
of Landor Associates
• Tuesday, April 19
– Exam III (in class)
• Thursday, April 21
– Project Prep
Final Projects
• IMC proposals due Monday, April 25, by
12:00 noon (hard copy)
• Final presentations: Tuesday 4/26,
Thursday 4/28, Tuesday, May 3.
Plan for next 3 2 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 powerful IMC?
Old Way
PR
Advertising
Trade
Shows
Product
Promotions
Selling/
Proposals
Direct
Marketing
Packaging
Merchandising
“Snorkeler's” IMC
PR
Trade
Shows
Direct
Mail
Communication
Idea
(Advertising)
Sales
Promotions
Packaging
Merchandising
“Scuba” IMC
Advertising
PR
Trade
Shows
CustomerBased Idea
Direct
Marketing
Promotions
Packaging
Selling/
Proposals
Merchandising
The Diamond Mind
• Do you believe that DeBeers’ marcom
program is IMC?
• If so, which type?
Marcom & Society
• Do you believe that marketing
communications can influence society in
general?
• What types of influence might marketing
communications have?
Important Questions…
• Do we have a responsibility to consider the
impact of our marketing communications
messages on general society?
• How do we balance this with our
responsibility to be profitable?
Decision Framework for IMC
Analysis
strategy
objective
Monitoring
Planning
tactics
Control
budget
IMC Campaign Planning
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Analyze the situation
Define the marketing objectives
Analyze situation and segments
Select the target audience(s)
Define the desired positioning
Establish communication objectives
Select IMC tools
Identify the media strategy and
Determine the creative strategies
• Select measurement method(s)
• Set the budget
IMC Campaign
A series of marketing
communication messages
designed to meet a set of
objectives and delivered
over time, through several
IMC activities, through
various channels with
multiple targets.
Steps in Building the Brand
1. Determine desired customer positions
2. Conduct Brand Audit
- “brand inventory” (firm perspective)
- “brand exploratory” (customer perspective)
3. Build and Maintain Tracking Systems
- marketing communications database
- brand equity/meaning tracking
“Brand Journey”
• Go through the “life of a customer”
• Figure out all the points at which “touch”
your customers
• Identify those that are most important, that
carry the biggest weight or impact.
• Make sure these are completely aligned
with the key communication points
Integrating the Brand
into the Communications Program
• Awareness Building
Activities
– Advertising
– Promotion
– Event or Other Types of
Sponsorship
– Publicity
– Web presence
Integrating the Brand
into the Communications Program
• Association Building Activities
– Advertising and Promotions
(Tradeoffs)
– Sponsorships
– Product Placement
– Public Relations
•
Publicity
– Web content
– Endorsements
•
Celebrities
– Corporate advertising
– The marketing mix
Integrate Brand Marketing
• Zero-based communication planning
– Focus on the task to be done and the best ways and
media to accomplish the task
• “Menu” approach to mix
– Use different marketing activities for different tasks
and targets
– Database development and management
• Whole is bigger than the sum of the parts
• 360 view of consumer-brand interactions
– Every brand contact matters!
Tools for Creating Strong Brands
Loyalty
Brand Elements
Name
Logo
Pkg.
Symbol
Character
Slogan
Brand
Awareness
Distribution
Communications
Secondary Associations
Company
Other brands
Places
Events
Larger margins
More elastic for
price decreases
Marketing Programs
Product
Price
Resistance to
competition
Brand
Associations
Less elastic for
price increases
Communications
efficiency/effective.
Licensing opps.
Brand extensions
Demands of a Successful IMC Program
• Customer focus
• Established marketing communications
objectives
• Recognition of IMC as an important
competitive tool
• Top-level commitment
• Coordination
• Flexibility!
Integrated Marketing Communications
Outcome
Brand
Position