Transcript Advertising - Binus Repository

Mata kuliah
Tahun
: 00274 - Integrated Marketing Communication
(IMC)
: 2009/2010
KEY FEATURE OF IMC
Pertemuan 7 & 8
KEY FEATURE OF IMC
(Terence A Shimp,2000: 18-22)
1. Affect Behavior
 The goal of IMC is to affect the behavior of the
communications audience. This means that marketing
communications must do more than just influence
brand awareness or enhance consumer attitudes toward
the brand.
 The objective, in other words, is to move people to action.
 Communication efforts directed at accomplishing these
intermediate, or pre-behavioral, goals are fully justified.
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Key Feature of IMC
2. Start with the customer or prospect-(1)
• A second key feature of IMC is that the process
starts with the customer
or prospect and then works back to the brand
communicator in determining the most appropriate
and effective methods through which persuasive
communications programs should be developed.
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Key Feature of IMC
2. Start with the customer or prospect-(2)
• The IMC approach avoids an “inside-out” (from
company to customer) approach in identifying contact
methods and communication vehicles and instead stars
with the customer (“outside-in”) to determine those
communication methods that will best serve the
customers’ information needs and motivate them to
purchase the brand.
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Key Feature of IMC
3. Use Any and All Forms of Contacts.
uses all forms of communication and all sources of brand or company contacts
as potential message delivery channels.
The term contact is used here to mean any message medium that is capable of reaching targets
customers and presenting the communicator’s brand in a favorable light.
The key feature of this third element of IMC is that it reflects a willingness to use whatever
communications outlets (contacts) are best for reaching the target audience rather than precommitting to any single medium or subset of media.
The value of this particular IMC feature, i.e., using whatever form of contact that is most
appropriate.
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Key Feature of IMC
4. Achieve Synergy
Inherent in the definition of IMC is the need for synergy. All of the
communication elements (advertising, point-of-purchase, sales promotions,
events, and so on) must speak with a single voice; coordination is absolutely
critical to achieving a strong and unified brand image and moving consumers
to action.
The failure to closely coordinate all communication elements can result in
duplicated efforts or—worse yet—contradictory messages about a brand
being conveyed to consumers.
In general, the single-voice, or synergy principle, on which IMC rests
involves selecting for a brand a specific positioning statement.
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Key Feature of IMC)
5. Build Relationships
A fifth characteristic of IMC is the belief that successful
marketing
communications
requires
building
a
relationship between the brand and the customer.
It can be argued, in fact, the relationship building is the
key to modern marketing and that IMC is the key to
relationship building. It entails repeat purchases and
perhaps even loyalty.
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Reasons for the Growing Importance of IMC
• Several shifts in the advertising and media industry have caused IMC to
develop into a primary strategy for marketers:
1. From media advertising to multiple forms of
communication
2. From mass media to more specialized (niche) media,
which are centered around specific target audiences.
3. From a manufacturer-dominated market to a retailerdominated, consumer-controlled market.
4. From general-focus advertising and marketing to databased marketing.
5. From low agency accountability to greater agency
accountability, particularly in advertising.
6. From traditional compensation to performance-based compensation
(increased sales or benefits to the company).
7. From limited Internet access to 24/7 Internet availability and access to
goods and services.
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The Role of IMC in Branding (1)
Major role in the process of developing and
sustaining brand identity and equity.
1. It encompasses the entire spectrum of consumer’s
awareness, knowledge, and image of the brand as well as
the company behind it.
2. It is the sum of all points of encounter or contact that
consumers have with the brand, and it extends beyond the
experience or outcome of using it.
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The Role of IMC in Branding (2)
 These contacts can also result from various forms of integrated
marketing communications activities.
 The challenge is to understand how to use the various IMC tools
 A successful IMC program requires the right combination of
communication tools and techniques, their role and the extent to
which they can or should be used, and coordinate their use.
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The world’s 10 most valuable brands, 2002
Rank
Brand
2002 Brand Value (Billions)
1.
Coca-cola
$69.6
2.
Microsoft
64.1
3.
IBM
51.2
4.
GE
41.3
5.
Intel
30.9
6.
Nokia
30.0
7.
Disney
29.3
8.
McDonald’s
26.4
9.
Marlboro
24.2
10.
Mercedes
21.0
Source: Advertising and Promotion (Belch & Belch), sixth edition
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Advertising investments undeniably help build a brand.
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The Promotional Mix: The Tools for IMC
• The basic tools often referred to as the promotional mix
The Promotional Mix
Advertising
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Direct
Marketing
Interactive/
Internet
marketing
Sales
Promotion
Publicity /
Public
relations
Personal
selling
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1. Advertising (1)
 Advertising is defined as any paid form of nonpersonal
communication about an organization, product,
service, or idea
by an identified sponsor
Reasons why advertising is such an important part :
Cost-effective method for communicating with large audiences
used to create brand images and symbolic appeals
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2. Advertising (2)
 Popular advertising campaigns attract
consumers’ attention and can help generate sales
 Can also sometimes be leveraged into successful
integrated marketing communications programs
 For example, Eveready Energizer Bunny
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Classifications of advertising
Advertising to Consumer Markets
National advertising
Retail/Local advertising
Primary-versus Selective-Demand advertising
Primary-Demand advertising is designed to stimulate demand
for the general product class or entire industry.
A specific company’s brands
Stimulating selective demand
Emphasizes reasons for purchasing a particular brand
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Advertising to Business And Professional Markets
Business-to-Business Advertising
Targeted at individuals who buy or influence the purchase
of industrial goods or services for their companies
Professional Advertising
Targeted to professionals such as doctors, lawyers, dentists,
engineers, or professors to encourage them to use a
company’s product in their business operations.
Trade advertising
Targeted to marketing channel members (wholesalers,
distributors, and retailers). To encourage channel members
to stock, promote, and resell.
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2. Direct Marketing (1)
• Organizations communicate directly with target customers to
generate a response and/or a transaction
Much more than direct mail and mail-order catalogs. Its involves
a variety of activities, including database management, direct
selling, telemarketing, and direct response ads through direct
mail, the Internet, and various broadcast and print media

Tupperware, Discovery Toys, and AmWay, relying on

independent contractors to sell their products directly to consumers

L.L.Bean, Lands ’End, and J.Crew successful

Dell computer and Gateway
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Direct Marketing (2)
 Direct Response advertising, product is promoted
through the manufacturer
 income but less
 The rapid growth of the Internet,credit cards and toll-free
phone numbers is fueling the growth of direct marketing.
 Direct-marketing techniques are also used to distribute
product samples
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THANK YOU!
THE WINNER WILL NOT QUIT… BUT,
THE QUITER WILL NOT WIN……!
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