imc & brand

8/7/2019 IMC & Brand

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Complex,

Varied

Marketing

Activity

Comprehensive,

RobustMarketing

Measures

Detailed,

RichMarketing

Models

MARKETING PLANNING PROCESS


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Role of Integrated MarketingCommunications

Marketing communications

are the voice of the brand and are a means

by which it can establish a dialogue and buildrelationships with consumers.

allow marketers to inform, persuade, incent,and remind consumers directly or indirectly

can contribute to brand equity by establishingthe brand in memory and linking strong,favorable, and unique associations to it.


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Role of Integrated MarketingCommunications (Cont.)

Consumers can be told or shown how and why aproduct is used, by what kind of person, and whereand when;

Consumers can learn about who makes the product

and what the company and brand stand for Consumers be given an incentive or reward for trial or

usage

Brands can be linked to other People

Places

Events

Brands

Experiences

Feelings

Things


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Simple Test forMarketing Communications

1. 3. 2.

Current Desired

Brand Brand

Knowledge Knowledge


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Integrated Marketing Communicationsand Customer-Based Brand Equity

One implications of the CBBE framework isthat the manner in which brand

associations are formed does not matter --only the resulting strength, favorability,and uniqueness


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Designing Integrated MarketingCommunications Programs

From the perspective of customer-based brandequity, marketers should evaluate all possible

communication options available to createknowledge structures according to effectivenesscriteria as well as cost considerations.

Different communication options have different

strengths and can accomplish differentobjectives.


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Alternative Communication Options(Consumer)

Media Advertising (TV, radio, newspapers, magazines)

Direct Response Advertising

Interactive (on-line) Advertising & Web Sites

Outdoor Advertising (billboards, posters, cinema)

Point-of-Purchase Advertising

Trade Promotions

Consumer Promotions Sponsorship of Event Marketing

Publicity or Public Relations


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Alternative Communication Options(Business-to-Business)

Media Advertising (TV, radio, newspaper, magazines)

Trade Journal Advertising

Interactive (on-line) Advertising & Web Sites

Directories Direct Mail

Brochures & Sales Literature

Audio-Visual Presentation Tapes

Giveaways Sponsorship or Event Marketing

Exhibitions, Trade Shows, Conventions

Publicity or Public Relations


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PrintAd Evaluation Criteria

Is the message clear at a glance?

Is the benefit in the headline?

Does the illustration support the headline?

Does the first line of the copy support orexplain the headline and illustration?

Is the ad easy to read and follow?

Is the product easily identified?

Is the brand or sponsor clearly identified?


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Ad Campaign Considerations

Campaigns make brands -- not single ads

Be creative and develop creative themes

Avoid slavishly sticking to executional formulas

Brand communications should sing like a choir Multiple voices

Multiple notes

Find fresh consumer insights & compelling brand

truths

Productively conduct ad research


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IMC Case StudyCMPB Success Factors

Smart strategy

Relative deprivation

Imaginative creative

Funny but relevant

Clever hook

Got milk? slogan

Timely secondary media In store

Right partners


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Common Mistakes inDeveloping Advertising

Failure to distinguish ad positioning (whatyou say) from ad creative (how you say it)

Mistaken assumptions about consumerknowledge

Improperly positioned

Failure to break through the clutter

Distracting, overpowering creative in ads


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Common Mistakes in

DevelopingA

dvertising(cont.)

Under-branded ads Failure to use supporting media

Changing campaigns too frequently

Substituting ad frequency for ad quality


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Communication

Option A

Communication Option C

Communication

Option B

Audience Communication Option Overlap

Note: Circles represent the market segments reached by various communication options.Shaded portions represent areas of overlap in communication options.


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Evaluating IMC Programs

Coverage - what proportion of the targetaudience is reached by eachcommunication option employed, as well as

how much overlap exists among options

Cost - what is the per capita expense


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Evaluating IMC Programs (cont.)

Contribution - the collective effect onbrand equity in terms of

enhancing depth & breadth of awareness improving strength, favorability, & uniqueness

of brand associations

Commonality - the extent to whichinformation conveyed by differentcommunication options share meaning


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Evaluating IMC Programs (cont.)

Complementarity - the extent to whichdifferent associations and linkages areemphasized across communication options

Versatility - the extent to whichinformation contained in a communicationoption works with different types of

consumers Different communications history Different market segments


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Keller Bes

Be analytical: Use frameworks of consumer behaviorand managerial decision-making to develop well-reasonedcommunication programs

Be curious: Fully understand consumers by using all

forms of research and always be thinking of how you cancreate added value for consumers

Be single-minded: Focus message on well-definedtarget markets (less can be more)

Be integrative: reinforce your message throughconsistency and cuing across all communications


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Keller Bes

Be creative: State your message in a uniquefashion; use alternative promotions and media tocreate favorable, strong, and unique brandassociations

Be observant: Monitor competition, customers,channel members, and employees throughtracking studies

Be realistic: Understand the complexities

involved in marketing communications Be patient: Take a long-term view of

communication effectiveness to build andmanage brand equity


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Pick a brand and gather all its marketingcommunication materials. How effectively have

they mixed and matched marketing

communications? Have they capitalized on thestrengths of different media and compensated for

their weaknesses at the same time? How

explicitly have they integrated their

communication program?

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