integrated marketing communications lecture 5: the decision sequence model (dsm) and the first step...

INTEGRATED INTEGRATED MARKETING MARKETING COMMUNICATIONSCOMMUNICATIONS

LECTURE 5:LECTURE 5:

THE DECISION SEQUENCE THE DECISION SEQUENCE MODEL (DSM) AND THE FIRST MODEL (DSM) AND THE FIRST

STEP OF APIC – ANALYSIS STEP OF APIC – ANALYSIS (LEADING TO PLANNING – (LEADING TO PLANNING – TARGETS, OBJECTIVES & TARGETS, OBJECTIVES &

POSITIONING)POSITIONING)

ObjectivesObjectives• Understand the nature and principles of the Understand the nature and principles of the

decision sequence model (DSM) decision sequence model (DSM) • Gain recognition of a variety of DSMs and Gain recognition of a variety of DSMs and

appreciate the subtle differences between DSMsappreciate the subtle differences between DSMs• Understand the elements of DSMs and in Understand the elements of DSMs and in

particular key analysis factorsparticular key analysis factors• Appreciate the importance of the identification of Appreciate the importance of the identification of

targets at an early stage in the processtargets at an early stage in the process• Appreciate the nature and importance of Appreciate the nature and importance of

objectives in the planning processobjectives in the planning process• Understand the ideas behind positioning as part Understand the ideas behind positioning as part

of the planning processof the planning process

WHAT IS A DECISION WHAT IS A DECISION SEQUENCE MODEL (DSM)? SEQUENCE MODEL (DSM)?

• A framework for the development of A framework for the development of an integrated marketing an integrated marketing communications strategycommunications strategy

• A way to develop integration through A way to develop integration through and across the line i.e. and across the line i.e. – marcomms strategy emanating from marcomms strategy emanating from

corporate and marketing strategy;corporate and marketing strategy;– and all marcomms mix factors working and all marcomms mix factors working

together synergisticallytogether synergistically

DSM MODELSDSM MODELS

• Most contain the following elementsMost contain the following elements– analysisanalysis– objectivesobjectives } planning} planning– marcomms strategymarcomms strategy }}– budgetingbudgeting } implementation } implementation – implementationimplementation }}– evaluation/controlevaluation/control

DSM MODELSDSM MODELS

• There are many to choose from to assist There are many to choose from to assist marketersmarketers– APIC (Copley 2004)APIC (Copley 2004)– Rothschild (1987)Rothschild (1987)– Shimp Brand Equity (1997)Shimp Brand Equity (1997)– SOSTAC (Smith, Berry and Pulford 1997) SOSTAC (Smith, Berry and Pulford 1997) – Rossiter and Percy(1997)Rossiter and Percy(1997)– Belch and BelchBelch and Belch– Fill KFA (1995) and Context Analysis (2002)Fill KFA (1995) and Context Analysis (2002)

Marketing Communications Marketing Communications Planning Models Planning Models

DSM: ANALYSIS (APIC)DSM: ANALYSIS (APIC)

1.1. Targets (existing customers, Targets (existing customers, prospects or other key influentials)prospects or other key influentials)

2.2. ProductProduct

3.3. Company/OrganisationCompany/Organisation

4.4. Environment (micro and macro)Environment (micro and macro)

DSM: Analysis (APIC)DSM: Analysis (APIC)

1.1. TargetsTargets• Customer databasesCustomer databases• Product differentiation and branding Product differentiation and branding • Decision processes and influencesDecision processes and influences• Segmentation (descriptors)Segmentation (descriptors)

– DemographicsDemographics– Geographics/geodemographicsGeographics/geodemographics– PsychographicsPsychographics– BehavioralBehavioral

DSM: Analysis (APIC)DSM: Analysis (APIC)

2. Products2. Products• Assessment of product classAssessment of product class• USP?USP?• Perceptions Perceptions • Benefits analysisBenefits analysis• Decision typeDecision type


3. Assessment of the company/ 3. Assessment of the company/ organisationorganisation

• Mission, objectives etcMission, objectives etc

• Resources and capabilitiesResources and capabilities

• Culture and trendsCulture and trends


4. Environment4. Environment

• Ref lecture 4Ref lecture 4

• Micro – stakeholders, competition, Micro – stakeholders, competition, supplierssuppliers

• Marco - PESTMarco - PEST

DSM: PLANNING (APIC)DSM: PLANNING (APIC)

1.1. Target AudiencesTarget Audiences

2.2. ObjectivesObjectives

3.3. PositioningPositioning

4.4. Strategy Strategy

DSM: PLANNING (APIC)DSM: PLANNING (APIC)

1.1. Target audiencesTarget audiences

• Who is the target of the campaignWho is the target of the campaign– Primary targetsPrimary targets– Secondary targetsSecondary targets

DSM: Planning (APIC)DSM: Planning (APIC)

2.Objectives2.Objectives

• Hierarchical from the mission down to Hierarchical from the mission down to marketing communications marketing communications

• SMART i.e. specific, measurable, SMART i.e. specific, measurable, achievable, relevant, timed. achievable, relevant, timed.

• 3 T’s – time, target and task3 T’s – time, target and task• Don’t forget to quantify themDon’t forget to quantify them


Objectives models Objectives models DAGMARDAGMAR• Measure the result of a specific Measure the result of a specific

communication task in terms of the think-feel-communication task in terms of the think-feel-do/cognitive-affective-behavioural hierarchy do/cognitive-affective-behavioural hierarchy of effects on a defined audienceof effects on a defined audience

• Measure the degree of change in a given Measure the degree of change in a given time period as one moves through the time period as one moves through the hierarchyhierarchy

70% aware 50% understand 40% convinced 20% purchase70% aware 50% understand 40% convinced 20% purchase


Objectives examplesObjectives examples

MARKETING AND MARKETING MARKETING AND MARKETING COMMUNICATIONS COMMUNICATIONS

• Marketing objective to achieve 20% market Marketing objective to achieve 20% market share in the first trading period (say) year. share in the first trading period (say) year.

• Marketing communications objectives to help Marketing communications objectives to help achieve this could be many and varied with achieve this could be many and varied with the first being creation of 70 % awareness the first being creation of 70 % awareness through (say) advertising and so on.through (say) advertising and so on.

DSM: DSM: Planning (APIC)Planning (APIC) 3. 3. PositioningPositioning• Customer’s perspective Customer’s perspective • Strategic positioning is a result of Strategic positioning is a result of

communicated perceptions about a product or communicated perceptions about a product or brandbrand

• Position is a reference point vis-à-vis the Position is a reference point vis-à-vis the competition competition

• Position involves product attributes/features Position involves product attributes/features with related perceived or otherwise benefits with related perceived or otherwise benefits

• BMW thus becomes ‘the ultimate driving BMW thus becomes ‘the ultimate driving machine’, Volvo is first of all safe, then has machine’, Volvo is first of all safe, then has longevity and now is well designed. longevity and now is well designed.


Example of a positioning map (cars)Example of a positioning map (cars)


Developing a positioning strategy - a seven Developing a positioning strategy - a seven point system: point system:

1. Determine relevant product/market - or more 1. Determine relevant product/market - or more than one if applicablethan one if applicable

2. Identify the competition - whether primary 2. Identify the competition - whether primary (Perrier versus other bottled water) or (Perrier versus other bottled water) or secondary (Perrier versus other soft drinks)secondary (Perrier versus other soft drinks)

3. Determine how consumers evaluate options - 3. Determine how consumers evaluate options - marketers must understand the standards by marketers must understand the standards by which consumers evaluate and reach which consumers evaluate and reach decisionsdecisions


4.4. Learn how competitors are perceived - Learn how competitors are perceived - based on the same kinds of parameters.based on the same kinds of parameters.

5. Identify gaps in positions held - this 5. Identify gaps in positions held - this helps pinpoint gaps that are attractive helps pinpoint gaps that are attractive and that are not!and that are not!

6. Plan and carry out the position strategy 6. Plan and carry out the position strategy - design a programme- design a programme

7. Monitor the position - seek to check for 7. Monitor the position - seek to check for adjustmentsadjustments

Any QuestionsAny Questions

integrated marketing communications lecture 5: the decision sequence model (dsm) and the first step...

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