4550: integrating marketing communications: part ii professor campbell 4/12/05
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4550: Integrating Marketing Communications: Part II
4550: Integrating Marketing Communications: Part II
Professor Campbell4/12/05
Plan for Remaining ClassesPlan for Remaining Classes
• Thursday, April 14– Guest Speaker: Clay Timon, CEO
Emeritus of Landor Associates
• Tuesday, April 19– Exam III (in class)
• Thursday, April 21– Project Prep
Final ProjectsFinal Projects
• IMC proposals due Monday, April 25, by 12:00 noon (hard copy)
• Final presentations: Tuesday 4/26, Thursday 4/28, Tuesday, May 3.
Plan for next 3 2 sessionsPlan for next 3 2 sessions
• Part I of IMC– Why is IMC important?– What is IMC?– How does this differ from past
approaches?
• The Diamond Mind– What was the “IMC” plan used by
DeBeers?– How do you respond to this?
• Part II of IMC– How can we make powerful IMC?
Old WayOld WayPR
Product
Merchandising
TradeShows
Promotions
DirectMarketing
Packaging
Advertising
Selling/Proposals
“Snorkeler's” IMC“Snorkeler's” IMC
PR
CommunicationIdea
(Advertising)
Merchandising
TradeShows
Promotions
DirectMail
PackagingSales
“Scuba” IMC“Scuba” IMC
PR
Customer-Based Idea
Merchandising
TradeShows
Promotions
DirectMarketing
Packaging
Advertising
Selling/Proposals
The Diamond MindThe Diamond Mind
• Do you believe that DeBeers’ marcom program is IMC?
• If so, which type?
Marcom & SocietyMarcom & Society
• Do you believe that marketing communications can influence society in general?
• What types of influence might marketing communications have?
Important Questions…Important Questions…
• Do we have a responsibility to consider the impact of our marketing communications messages on general society?
• How do we balance this with our responsibility to be profitable?
Decision Framework for IMCDecision Framework for IMC
strategy objective tactics budget
PlanningAnalysis
ControlMonitoring
IMC Campaign PlanningIMC Campaign Planning
• Analyze the situation• Define the marketing objectives• Analyze situation and segments• Select the target audience(s)• Define the desired positioning• Establish communication objectives• Select IMC tools• Identify the media strategy and
Determine the creative strategies• Select measurement method(s)• Set the budget
IMC CampaignIMC Campaign
A series of marketing communication
messages designed to meet a set of objectives and
delivered over time, through several IMC activities, through
various channels with multiple targets.
Steps in Building the BrandSteps in Building the Brand
1. Determine desired customer positions
2. Conduct Brand Audit- “brand inventory” (firm perspective) - “brand exploratory” (customer perspective)
3. Build and Maintain Tracking Systems- marketing communications database- brand equity/meaning tracking
“Brand Journey”“Brand Journey”
• Go through the “life of a customer”
• Figure out all the points at which “touch” your customers
• Identify those that are most important, that carry the biggest weight or impact.
• Make sure these are completely aligned with the key communication points
Integrating the Brand into the Communications Program
• Awareness Building Activities– Advertising
– Promotion
– Event or Other Types of Sponsorship
– Publicity
– Web presence
Integrating the Brand into the Communications Program
• Association Building Activities– Advertising and Promotions
(Tradeoffs)
– Sponsorships
– Product Placement
– Public Relations• Publicity
– Web content
– Endorsements• Celebrities
– Corporate advertising
– The marketing mix
Integrate Brand MarketingIntegrate Brand Marketing
• Zero-based communication planning– Focus on the task to be done and the best
ways and media to accomplish the task
• “Menu” approach to mix– Use different marketing activities for different
tasks and targets– Database development and management
• Whole is bigger than the sum of the parts
• 360 view of consumer-brand interactions– Every brand contact matters!
Tools for Creating Strong BrandsTools for Creating Strong Brands
Brand Elements
Name SymbolLogo CharacterPkg. Slogan
Marketing Programs
Product DistributionPrice Communications
Secondary Associations
Company Other brandsPlaces Events
Brand Awareness
Brand Associations
Loyalty
Resistance to competition
Larger margins
More elastic for price decreases
Less elastic for price increases
Communications efficiency/effective.
Licensing opps.
Brand extensions
Demands of a Successful IMC ProgramDemands of a Successful IMC Program
• Customer focus
• Established marketing communications objectives
• Recognition of IMC as an important competitive tool
• Top-level commitment
• Coordination
• Flexibility!
Integrated Marketing Communications OutcomeIntegrated Marketing Communications Outcome
Position
Brand