integrated marketing communications jeremy kees, ph.d
TRANSCRIPT
Integrated Marketing Communications
Jeremy Kees, Ph.D.
So, what is the best way for marketers to reach you??
What resonates with you??
Integrated Marketing Communications• The means by which firms attempt to inform,
persuade, and remind consumers—directly or indirectly—about the products and brands they sell
• IMC includes all marketing communications
An example…
• Includes advertising, but is much broader…– Mastercard’s “priceless” campaign– Spots 1, 2, 3– Website – priceless.com– Viral/WOM Marketing…
To understand and utilize IMC, we need to get back to the basics…
• The Basic Communication Process
Elements of the IMC “Promotional Mix”• Advertising• Sales Promotions• Direct Marketing• Product Placement• Public Relations• Publicity• Event Marketing• Interactive Marketing• Personal Selling
Models of Communication Effectiveness
Process
• Identify the target audience
• Determine the objectives
• Design the communications
• Select the channels
• Establish the budget
• Decide on the media mix
• Measure the results
• Manage integrated marketing communications
Advertising
Some thoughts…
“I know I’m wasting half of my ad spend….I just don’t know which half.”
We’re in a advertising/promotions world…full of clutter…and it’s a
vicious cycle”
General approaches…
• “Selling”– Targeted at our head– Cognitive appeals
• “Brand Building”– Targeted at our heart– Affective/Emotional appeals
Video
Overview of Advertising…
• Paid and non-personal communication through various media by business firms, not-for-profit organizations, and individuals who are identified in the advertising message and who hope to inform or persuade members of a particular audience
Step 1: Setting Objectives
• Inform
• Persuade
• Remind
• Reinforce
What is the goal?• Heinz?
• Honda? Cog
• Based on the PLC…
Developing an Ad Campaign
Creative development and execution
Creative development and execution
Message generation and execution
Message generation and execution
Legal and social issuesLegal and social issues
Message Generation and Execution
• Comparative Advertising– Pepsi
Message Generation and Execution
• Celebrity Testimonials
• Risks??
Message Generation and Execution
• Interactive Advertising– Wrigley's
Message Generation and Execution
• Message Appeals…• Fear
– Example 1– Example 2
• Sex– Example 1– Example
• Humor– Example – Example 1– Example 2
• Emotion Evoking (sadness and humor)– Example
Creative Development and Execution
• Just as important as the ad itself
• Radio
• Newspapers
Creative Development and Execution
• Magazines
• Direct Mail
• Outdoor– Human Billboards
• http://www.tatad.com/
• Interactive Media
• Television
Creative Development and Execution
• Key considerations…– Reach– Frequency– Impact
Legal and Social Issues
• Common sense (e.g., don’t be false or misleading)
• Not-so-common sense (e.g., reaching your target market—and ONLY your target market)– Cigarettes/Alcohol– Norelco and other risqué ads
Legal and Social Issues
• The value in being proactive in spending ad/promo $$ on tangential social issues– Corporate Social Responsibility
(CSR)
• An example…– Dove