1 matakuliah: g0384/public relations tahun: 2006 integrated marketing communications 2nd edition ft...

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Matakuliah : G0384/Public Relations

Tahun : 2006

IntegratedMarketing Communications 2nd edition

FT Prentice Hall

Dave Picktonand

Amanda Broderick

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What is Integrated Marketing Communications?

Is ‘Marketing Communications’ a fancy term for ‘Promotions’?

- in many ways it is, but it is a more comprehensive and more accurate term.

- it is a collection of promotional and communications activities.

- how well this collection is brought together and managed is a function of integrated marketing communications.

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Something to think about and doIdentify as many different marketing communications (promotions) activities as you can (be specific).

e.g. newspaper advertisements, press releases, promotional giveaways such as pens and diaries, company stationery, leaflets and brochures, packaging, etc.

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A definition of integrated marketing communicationsIMC is a process which involves the management and organisation of all agents in the analysis, planning, implementation and control of all marketing communications contacts, media, messages and promotional tools focused at selected target audiences to derive the greatest enhancement and coherence of marketing communications effort in achieving product and corporate marketing communications objectives.

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Agents: Includes all individuals and organisations involved in the marketing communications process.

Contacts: Any personal or non-personal communication between selected target audience members and the organisation.

Product: Refers to brands, goods, services and any specific object of promotion and can include, for example, events and personalities.

Corporate: Corporate level marketing communications.

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be• Enhancing• Economical• Efficient• Effective

have• Coherence• Consistency• Continuity• Complementary

communications

The 4Es and 4Cs of integrated marketing communications IMC should

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Key Features of IMC

• Clearly identified marketing communications objectives that are consistent with other organisational objectives.

• Planned approach which covers the full extent of marketing communications activities in an enhancing and coherent (synergistic) way.

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Key Features of IMC

• Range of target audiences not confined to just customers or prospects.

• Management of all forms of contact which may form the basis of marketing communications activities.

• Effective management and integration of all promotional activities and people involved.

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Key Features of IMC

• All product/brand (‘unitised’) and ‘corporate’ marketing communications efforts are incorporated.

• Range of promotional tools – all elements of the promotional mix should be included (personal and non-personal communications).

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Key Features of IMC

• Range of messages (not necessarily the same message).

• Range of Media as defined as any ‘vehicle’ able to transmit marketing communications messages and not just mass media.

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Integration?

The integrated campaign that was the most successful ever car launch

In the IPA Advertising Effectiveness Awards, the marketing communications for Daewoo cars was commended with a special award for integration. In the preceding year, Daewoo were voted the Marketing Society’s Durables Brand of the Year.

That’ll be the Daewoo

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Integration? That’ll be the Daewoo

Their campaign, devised and headed by agency Duckworth Finn Grubb Waters, was particularly praised for its strategic thinking and positioning as ‘the customer-focused car company’. The campaign resulted in the most successful ever car launch.

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Advertising was used in an integrative framework to develop awareness of what was a completely unheard of Korean company in the UK, to build a database, to establish a new network of company-owned outlets, to develop a unique style of selling and merchandising and to establish and communicate the brand proposition.

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In 1994, Daewoo was totally unknown to the British market. In July of that year Daewoo Cars UK consisted of only three personnel; a managing director, a deputy managing director and a marketing director. They had been in post for just three weeks. They set an ambitious target of obtaining a 1% share of market within three years.

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To put this into context, at the time of launch, the shares of three other Far Eastern car companies were Hyundai (0.64% after 12 years), Proton (0.65% after 5 years), and Kia (0.21% after 3 years). One other market entrant, Korean company, Ssangyong, launched its cars on the UK market one month before Daewoo. They remain relatively unknown in the UK marketplace today.

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Having completed research, the campaign affected every aspect of customer contact that extended from interactive in-store displays, free café and crèche facilities, a free customer helpline and non-intrusive personal selling techniques to novel, memorable creative treatments and slogan, advertising, direct mail, exhibitions and PR.

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On awareness, perception and sales measures, Daewoo results were phenomenal. If sales response is the ultimate measure of success, Daewoo practically achieved its 3 year,1% share of market target within its first year of launch.

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This was an exceptional example of what integrated marketing communications can achieve. But even the best campaign cannot guarantee continued success. Management of integrated marketing communications is a continuous activity. (Unfortunately for Daewoo their success story did not continue because of a variety of international environmental circumstances beyond the scope of IMC).

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Let’s remember that the book is broken into three Parts with each part based on an integrated marketing communications model. Remember the models as you read the book chapters. Here they are in outline.

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The IMC Process Model (1)

The IMC RABOSTIC Planning Model (2)

The IMC Mix Model

(3)

The Three Models

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The IMC Process Model

How Integrated Marketing Communications work from sender to receivers

Model 1

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The IMCRABOSTICPlanning

ModelHow Integrated Marketing Communications are planned, organised and managed

Model 2

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The IMC Mix ModelWhat mix is appropriate for

Integrated Marketing Communications?


Model 3

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We shall go through each model in turn.

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Model 1



Model 1 describes how messages are sent from the sender to receivers. There are four basic components, all of them vital elements of the marketing communications process. The sender, the message, the media (which carries the message eg a leaflet or poster or TV, etc) and the receivers, the audiences for the message.

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Simple IMC Process Model

Sender

WHO?



Message

SAYS WHAT?

Media

BY WHICHMEANS?

WITHWHAT

EFFECT?

Receiver

TOWHOM?

Model 1

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Of course, the process is quite a complicated one that can involve miscommunication through distortion and ‘noise’ created as the sender decides on the messages to be sent (encoding) and the receivers try to make sense of them (decoding).

Model 1

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SENDER

MESSAGE

MEDIA

RECEIVER

encoding

decoding

noise

Communications often include

miscommunications

Model 1

Noise and interference can often create confusing marketing communications

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The complete IMC Process Model contains a few other refinements.

Model 1

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Customer/audience relationship management



Receiver Respons

eBrand

awareness

Familiarity

Perceived quality

Relevance

Satisfaction

Loyalty

Brand

Equity

Image and Brand Management

SENDER

MESSAGE

MEDIA

RECEIVER

The Marketing Communications context (macro / micro environment)

The Communications Loopencoding decoding feedback and noise

Model 1

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In IMC the aim should be to focus on those people (the receivers) who are selected as the target audiences, although problems can arise in not reaching all of them and in others receiving the message that were not intended to do so.After sending the message a variety of things can happen.

Model 1

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The IMC Process Model • Message is not received• Message is received but not by the target audience

• Message received by target audience(s)

• No Direct Action may be taken or …….

• Action• Purchase/Consumption• Communication with others (Word of Mouth)• Other actions

Model 1

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In IMC target audiences are not the same as the target market(s). Target market(s) are typically defined in terms of customers and consumers. Target audiences can include these as well as other influencing groups.But first, let’s look at how target markets are defined.

Model 1

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Target marketing results from first segmenting the larger market and then selecting which ‘sub-markets’ or segments will be chosen as the target markets. In other words, which segments will be selected for focused marketing activity.Targets can range from the whole market in which no differentiation is made to a very specific niche target market.

Model 1

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The Target Market

Model 1

Undifferentiated

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The Target Market

Model 1

Differentiated

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The Target Market

Model 1

Concentrated

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The Target Market

Model 1

ConcentratedNiche

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In looking more closely at customers and consumers in the chosen target(s) it is frequently the case that a range of people influence decisions to buy, use or take whatever form of action may be intended by the marketing communicator. This range or group of people is called the decision making group or decision making unit (DMU).

Model 1

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The IMC Process Model Target Audience(s)

DECIDER

USER

BUYER

SPECIFIER

The Decision Making Unit

(DMU)

Model 1

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Here’s an example of the DMU in practice. Research conducted by BMRB revealed the influencers involved in the purchase of consumer durable goods.BMRB asked husbands and wives to rank in order of importance, factors that would affect their purchase decisions for specific goods.Notice how the rankings vary for different products and how they differ between husbands and wives especially for products E and F.

Model 1

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A B C D E F

H W H W H W H W H W H W

Manufacturer’s Reputation Price Overall Size Appearance Good Servicing Good Guarantee Safety Reliability

3 1 7 8 6 4 5 3

3 2 7 7 5 4 6 1

7 1 3 8 5 4 6 2

6 1 2 6 5 4 6 3

6 1 3 8 5 4 7 2

5 1 1 8 5 4 7 3

3 1 7 8 4 5 6 2

3 3 7 8 2 5 6 1

6 1 5 8 7 4 3 2

7 3 5 2 8 6 4 1

3 1 6 8 5 4 7 2

4 2 3 8 6 5 6 1

A - Vacuum Cleaners B - Fridges/ Fridge Freezers C - Washing Machines D - Cookers F - Spin/ Tumble Dryers H - Husbands W - Wives


The IMC Process Model Target Audience(s) BMRB - Major Spending

Survey

Model 1

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The IMC Process Model Target Audience(s) Other

Influencers

Think about the range of people who might influence our potential customers/consumers either favourably or unfavourably.

Eg Friends, Relations, Peers, Social Groups, Opinion Leaders

Model 1

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Influencers

Are there other people that you can think of? Think of others who might influence our company or brand performance either favourably or unfavourably.

Eg Employees, Trade/Channel Members, The Media

Model 1

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Influencers

Integrated marketing communications is about recognising any and all relevant target audience members towards whom our communications can be directed.

Model 1

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The IMC Process ModelChubb Security Systems - an example

Chubb Security researched their market and decided to target small edge of town factory units for one of their security system products. They did their homework and understood the decision making unit involved. They also identified the target audiences they wanted to reach with their integrated marketing communications campaign.

Model 1

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The IMC Process ModelChubb Security

Systems

The Target Market• Small Edge of Town

Factory Units

Target Audiences• Finance

directors/managers• Factory managers• The trade media• Their own employees• The security trade

Model 1

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The IMC Process ModelChubb Security Systems

Their campaign was a success. It was a combined and integrated effort to communicate with all the relevant people, not just those who might be their customers.

Model 1

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The IMC Process ModelActivity

You are the marketing manager for a successful FMCG brand. Identify all the target audiences you may focus your integrated marketing communications towards. Think about the intermediaries in the trade as well as the final customers and consumers. Be specific.

Model 1

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The IMC RABOSTIC Planning Model

The IMCRABOSTICPlanning

ModelHow Integrated Marketing Communications are planned, organised and managed

Model 2

Model2

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