integrated marketing communication anuchit sirikit d.b.a. certified professional marketer(asia...

Integrated Marketi Integrated Marketi ng Communication ng Communication

Anuchit Sirikit D.B.A. Certified Professional Mark eter(Asia Pacific)

Marketing Focuses on Exchange

–exchange Relationship Marketing

– relationship marketing•superior customer value

–mass customization•lifetime value

The Evolution of IMC– integrated marketing

communications (IMC)•new advertising•orchestration•seamless communication •all sources of brands or company contact

The Evolution of IMC– integrated marketing

communications (IMC)•new advertising•orchestration•seamless communication •all sources of brands or company contact

Reason for the Growing Importance of IMC– A shifting of marketing dollars

from media advertising to other forms of promotion, particularly consumer and trade-oriented sales promotions.

– A movement away from relaying on advertising-focused approaches, which emphasize mass media such as network television and national magazines, to solve communication problems.

– A shift in marketplace power from manufacturers to retailers.

– The rapid growth and development of database marketing.

– Demands for greater accountability from advertising agencies and changes in the way agencies are compensated.

– The rapid growth of the Internet, which is changing the very nature of how companies do business and the ways they communicate and interact with consumers.

Instrument of the marketing m Instrument of the marketing mixix

Source: Pelsmacker, Patrick De., Geuens, Maggi e and Bergh , Joeri Van den 2 0 0 0 . Marketi

ng Communications Essex, England: PearsonEducationLt d. pp. 3

Product Price Place Promotion

Benefits List price Channels Adverising

Features Discounts Logistics Public relations

Options Credit terms Inventory Sponsorship

Quality Payment periodsTransport Sales promotions

Product Price Place Promotion

Design IncentivesAssortmentsDirect marketing

Branding Locations Point-of-purchase

Packaging Exhibitions and trade fairs

Services Personal selling

Warranties Interactive marketing

Personal versus mass marketing com Personal versus mass marketing communicationsmunications Personal communications Mass communications

Reach of big audienceSpeed Slow (selling), faster (DM)Fast

Costs/reached person High Low

Influence on individualAttention value High Low

Selective perception Relatively lower High

Comprehension High Moderate-low

Source: Pelsmacker, Patrick De., Geuens, Maggie and Be rgh , Joeri Van den 2 0 0 0 . Marketing Communicati

ons Essex, England : Pearson Education Ltd. pp. 6

Personal communicationsMass communications

FeedbackDirection Two-way One-way

Speed of feedback High Low

Measuring effectivenessAccurate Difficult

The marketing mix and Integrated m The marketing mix and Integrated m arketing communications (1) arketing communications (1)

Publ i c r elat i ons

Mar ket i ng commu ni cat i ons

Advert i si ng

Mar ket i ng

( f )(a)

( b)

(d)

(e)

(c)

-Source: Hutton, J.H. (1996), ‘IntegratedMarketingCommunicationandtheEvolutionofMarketingThought’ , JournalofbusinessResear ch, 37, 155 62.

(a) Corporate advertising (b) Salesforce and channel com

munications, trade shows, packaging, direct marketin g, sales promotions, etc.

-(c) Distribution, logistics , pricing, new prod uct development, etc.

(d) Investor relations; community relations; empl oyee communications; public affairs/government relati

ons; most media relations; crisis communications, etc, (e) Product publicity; b

rochures and other collateral materials; parts of media relations, crisis communications and corporate identit

y; sponsorships, etc. - ( f ) Traditional mass media advertising

The marketing mix and Integrated market The marketing mix and Integrated market ing communications (2 ) ing communications (2 )

Source: Hutton, J.H. (1 9 9 6 ), ‘Integrated Marketin g Communication and the Evolution of Marketing Tho

-ught’ , Journal of business Research, 37, 155 62.

BRANDINGBRANDING

Determinants of successful brand Determinants of successful brand s s

Differenti ation

- Long t erm pe

rspective

Success ful bran

d

Additio nal service

Good quality

Integratedcommunic

ations support

Originality

1997Source; Dibb, S., Simkin, L., Pride, W.M. and Ferrell, O.C. ( ), M BBBBBBB BBBBBBBB BBBBBBBB . .:.

Basic brand strategies Basic brand strategies National National Interna

tional

Interna tional

One brand

CategoryExisti

ngNew

Li neext ensi on

Br an d ext

ension

Corporate branding-Multi b

rands New br

ands

Global branding

Local branding

Existing

New

Two brands

Two brands

Endorsement Ingredient branding -Co branding

Endorsement Ingredient branding -Co branding Source: Pelsmacker, Patrick De., Geuens, Maggie and Ber

gh , Joeri Van den 2 0 0 0 . Marketing Communication s Essex, England : Pearson Education Ltd. pp. 4 0

Components of consumer brand e Components of consumer brand equityquity

Brand equit y

• BB BBBBBBB• Perceived quali t y

• Strong brand associ at i ons

• B BBBBB BBBBBB• B BBB BBBBB BBBal t y

Determinants

Benefits

Source: Aaker, D.A. (1991), Managing Brand Equ ity. New York; The Free Press.

The loyalty pyramid The loyalty pyramidCommitt

ed buyer

-Like the brand consi ders it a friend Satisfied buyer with switchin

g costs Satisfied/habitual buyer who ha s no reason to change

- Switchers/price sensitive indiffere- nt no brand loyalty

Source: Pelsmacker, Patrick De., Geuens, Maggie and Ber gh , Joeri Van den 2 0 0 0 . Marketing Communication

49s Essex, England : Pearson Education Ltd. pp.

Brand equity components BenefitsBrand awareness Brand in evoked set

Influence on attitude andperceptions

Anchor for associations Signal of substance/ commitment

Perceived quality Price premium Differentiation/positioning Reason to buy Channel member interest Brand extension potential

Brand equity components and bra Brand equity components and bra nding benefits(1) nding benefits(1)

Brand equity components Benefits

Strong brand associations Differentiation/positioning High price premium Memory retrieval potential Reason to buy Brand extension potential

High brand loyalty Reduced marketing costs Trade leverage Attracting new customers Time to respond to competitivethreats

Brand equity components and bra Brand equity components and bra nding benefits(2) nding benefits(2)

Brand equity components and advert Brand equity components and advert ising models ising models-Awareness s

alienceSymbolismLikeabilit

yEmotionsPer suasi on

Rel at i onshi p

Sal es r eponse

Br ands awareness

Strong brand associations

High quality perception

High custome r loyalty

Basedon: Franzen, G. (1998), MerkenenReciame(Brandsand Adver t i si ng). Kl uwer Bedr i j f si nf or mat i e.

PositioningPositioning

Market Positioning – Approaches to Positioning – Developing a Positioning Strategy

Market Positioning – Approaches to Positioning – Developing a Positioning Strategy

Positioning by Product Attributes and Benefits

Positioning by Price/QualityPositioning by Use or Application Positioning by Product ClassPositioning by Product User Positioning by Competitor Positioning by Cultural SymbolsRepositioning

Positioning by Product Attributes and Benefits

Positioning by Price/QualityPositioning by Use or Application Positioning by Product ClassPositioning by Product User Positioning by Competitor Positioning by Cultural SymbolsRepositioning

Requirements for effective segme Requirements for effective segmentationntation

Attaina ble

Measurable

Effectivesegment

ation

Di ff er en t

Lar ge enough

Source: Pelsmacker, Patrick De., Geuens, Maggie and Bergh , J oeri Van den 2000. Marketing Communications Essex, Englan

d : Pearson Education Ltd. pp. 102.

Targeting strategies Targeting strategies Concentration on one segment Selective specialization Product specialization Market specialization Full market coverage

Identifying competitors Assessing consumers’ perceptions of

competitors Determining competitors’ positions. Analyzing the consumers’ preferences

. Making the positioning decision.

– Is the segmentation strategy appropriate?

Identifying competitors Assessing consumers’ perceptions of

competitors Determining competitors’ positions. Analyzing the consumers’ preferences

. Making the positioning decision.

– Is the segmentation strategy appropriate?

Making the positioning decision.– Is the segmentation strategy

appropriate?– Are there sufficient resources

available to communicate the position effectively?

– How Strong is the competition?– Is the current positioning strategy

working?

Monitoring the position.

Making the positioning decision.– Is the segmentation strategy

appropriate?– Are there sufficient resources

available to communicate the position effectively?

– How Strong is the competition?– Is the current positioning strategy

working?

Monitoring the position.

Positioning strategies Positioning strategies Product attributes or benefits Price / quality Use or application Product class Product userCompetitor Cultural symbols

Product attributes or benefits Price / quality Use or application Product class Product userCompetitor Cultural symbols


108s Essex, England : Pearson Education Ltd. pp. .

Communications objectives: the Communications objectives: the DAGMAR model DAGMAR model Cat egor y n

eed Brand awareness Brand knowledge / co

mprehension Br and at t i t ude Br and pur chase i nt

ent i on Purchase facilita

tionPur chase

Satisfaction

Br and l oyal tB Source;Colley,R.H.(1 9 6 1 ),Defi ni ng Adver t i si ng Goal s f or Measur ed A

dvertising Results. New York: Association of National Advertisers.

- Stages in the product life cycle and c - Stages in the product life cycle and c ommunications objectives ommunications objectives

Stage Ma rketing c

ommunic ations obj

ectives

BBBBBBBBBBB n Category

need Brand awareness

Brand know ledge Bran

d attitude

Growth Brand attit

ude Brandpreference

Marketin - -g Top of

mind awa reness Br

and attitu de Brand

loyalty C ustomer

satisfactiBB

DeclinePurchas

e New t arget gr

oups

Sales

Time

Factors affecting the consumer c Factors affecting the consumer c hoice situation hoice situation

Choi ce process

Choi ce process

Consumer

Consumer

Pr oduct char act eri st i cs

Pr oduct char act eri st i cs

Choice s ituation

Choice s ituation

Consumer/ pr od uct r e

l at i on

Consumer/ pr od uct r e

l at i on

- -Point of purc hase charact

eristics

- -Point of purc hase charact

eristics

Advice in volved wi

th purchase

Advice in volved wi

th purchase

Source: Pelsmacker, Patrick De., Geuens, Maggie and Bergh , J oeri Van den 2 0 0 0 . Marketing Communications Essex, En

gland : Pearson Education Ltd. pp. 132.

Advertising objectives Advertising objectives Cognitive ob

jectives

Affective objectives

Conative objectives

Product category need

Brand awareness Brand knowledge

Feelings evoked by t he ad Attitude towards the ad

Liking of the brand Attitude towards the brand

Brand conviction Brand satisfaction

Purchase intentionPurchase

-Repeat purchase Brand loyalty

Advertising formats Advertising formatsTestimonial Expert endorsement Celebrity endorsement - -Slice of life Comparative advertisingMusic

Testimonial Expert endorsement Celebrity endorsement - -Slice of life Comparative advertisingMusic

Moderating variables affecting Moderating variables affecting the effectiveness of humour in the effectiveness of humour in

advertisingadvertising

Existing or new products

BBBBBBBB BB new products

Relation be tween hum

aour and product

Relation be tween hum

aour and product

Effectivehumorou

s ads

Effectivehumorou

s ads Humour t

ype Humour t

ype

Prior bra nd evalu

ations

Prior bra nd evalu

ations

Producttype



Strengths of public relations Strengths of public relations

Cr i si smanagem

ent

Cr i si smanagem

ent

Message flexibility

Message flexibility

Cost eff ect i ve

Cost eff ect i ve

Public re lations

Public re lations

Di ffi cul- -t t o r eac h audi enc

es

Di ffi cul- -t t o r eac h audi enc

es More objective

More objective

Advice o n import

ant trends

Good ci t i zenshi p



Weaknesses of public relations Weaknesses of public relations

Effective ness hard

to measure

Lack of cont r ol

Publ i c r elat i ons

J our nal i s t s as gat e

keeper s Source: Pelsmacker, Patrick De., Geuens, Maggie and Ber

gh , Joeri Van den 2 0 0 0 . Marketing Communication 249s Essex, England : Pearson Education Ltd. pp. .

Trends and challenges in publi Trends and challenges in publi c relations c relations

Bad reputation

Bad reputation

GlobalizatiBB

GlobalizatiBB New tech

nologies New tech

nologies

PR PR Corporate

branding Corporate

branding

-Single issu e publics

-Single issu e publics

Good empl o yee r el at iBB

Measuri ng effec

B

Growing con sumer awar

eness

Specialization



RESEARCHRESEARCH

–Motivation Research in Marketing •In-depth interviews•Projective techniques•Association tests•Focus groups

–Problems and Contributions of Psychoanalytic Theory and Motivation Research

–Motivation Research in Marketing •In-depth interviews•Projective techniques•Association tests•Focus groups

–Problems and Contributions of Psychoanalytic Theory and Motivation Research

Strategic communication rese Strategic communication researcharch - Pre test of Advertising - Post test of Advertising Campaign evaluation Research

-Objectives of pre testing -Objectives of pre testing Optimise e

sposure frequency

Optimise e sposure fr

equency

Assess communicat

ions effecBB

Assess communicat

ions effecBB

- Pre tests- Pre tests

Selection of appropriate

stimuli

Selection of appropriate

stimuli

Test i ng a fi ni sh

ed ad

Test i ng a fi ni sh

ed ad Source: Pelsmacker, Patrick De., Geuens, Maggie and Ber

gh , Joeri Van den 2 0 0 0 . Marketing Communication 224s Essex, England : Pearson Education Ltd. pp. .

- Pre testing techniques- Pre testing techniques Internal evaluation

Checklists Readability analysisCommunications Physiological testsRecall Direct opinion measurement

Behavioural effects

Internal evaluationChecklists Readability analysisCommunications Physiological testsRecall Direct opinion measurement

Behavioural effects

-Limitations of pre testing -Limitations of pre testing

I nfl uenc e of ext e

r nal f act or s

I nfl uenc e of ext e

r nal f act or s

Limited tim e between

exposure a nd test

Limited tim e between

exposure a nd test

Effect ofrepetitio

n

Effect ofrepetitio

n

Limitatio ns of pre

- testing

Limitatio ns of pre

- testing

Artificial setting

Artificial setting

ConsumerBBBB BBB

ect

Consumer j ur y eff

ect

Never th e best p

ossiblead

I ndi v i dual

t est ing



- Post testing techniques- Post testing techniquesExposure Message processing

– recall– recognition

Behaviour

Exposure Message processing

– recall– recognition

Behaviour

-Limitations of post testing -Limitations of post testingI sol at

e eff e ct of s

i ngl ead

I sol at e eff e ct of s

i ngl ead

Message p rocessing

and buyinB

Message p rocessing

and buyinB

Pr oducti nvol ve

ment

Pr oducti nvol ve

ment

Limitatio ns of pos- t test

Limitatio ns of pos- t test

Consum er’s hon

esty

Consum er’s hon

esty

Rel evanc e of r eca

l l

Rel evanc e of r eca

l lBBBB BBBBBBB BBBBBBBB B

nd measur ement

Ti me bet wee n exposur e a

nd measur ement



Interactive Marketing Com Interactive Marketing Communicationmunication

Social presence and communicati Social presence and communicati ons style in communications medi ons style in communications medi

aa Per sonalsel l i ngTel emar

ket i ngElectro nic com

merce

X

Di r ectmai l Traditional a

dvertisingAsynchronous

Synchronous Communi

cations

Higher

Socia l presence

Lower

Based on : RezaKiami, G. (1998), ‘Marketingopportunitiesint he Di gi t al Wor l s’ , Internet Rese arch: Electronic Networking Applications and Policy , 8(2),

- 185 94. Reproduced with permission of MCB University Press.

Consumer control on contact and Consumer control on contact and content in communications media content in communications media

Consumer contro l of content

LesserLess

er

Greater

Greater

Consu mer co ntrol o

f content

Di r ect mai l a dver t i si ng

Tel emar ket i n g

Per sonal sel l i ng

Electronic co mmerce

Based on : Reza Kiami, G. (1 9 9 8 ), ‘Marketing op portunitiesint he Di gi t al Wor l d’ , Internet Research: Electroni

c Networking Applications and Policy, - 8(2), 185 94. R eproduced with permission of MCB University Press.

Development cycles for websit Development cycles for websit es on the net es on the net

Multinationals -- Information model Tr ansaction model

1. Information about imageaaa aaaaaaaa

-2. /Information gathering maraaa aaaaaaaa

3. /Client support services 4. Internal support 5. Transactions

Internet starters --- Transaction model I

nformation model 1. Transactions

2. /Client support services 3. Information about image aaa aaaaaaaa

-4. /Information gathering maraaa aaaaaaaa

Based on : Quelch, J.A. and Klein, L.R. (1 9 9 6 ). ‘Th BBB BBBBBBBBBBBBB BBBBBBBBBB B ’, Sloan Managem

ent Review - 6075(Spring), . Reproduced with permiss ion of Sloan School of Management.

Business models for websites Business models for websites on the net on the net

Primary consequenc es for the companyInter

nal

External

Custo mer ori

entati on

Technical, l egal and admi n istration support

Managing databas es Internal resear ch Internal reporti ng

Mar ket i ng an d sal es suppo

r t i nf or mat i on Cust omer ser

vi ce Tr ansac t i ons

Product informat ion Promotion D

eveloping datab ases Market res

earch TransactioBB

-Cost reduction

Returns incteasing

Based on : Quelch, J.A. and Klein, L.R. (1 9 9 6 ). ‘Th BBB BBBBBBBBBBBBB BBBBBBBBBB B ’, Sloan Managem

ent Review - 6075(Spring), . Reproduced with permiss ion of Sloan School of Management.

Internet advertising technique Internet advertising techniquess

BBBBBBBBals

Adertorials

I nt er sBBBBBBI nt er sBBBBBB

But tons

But tons

World Wi de Web

World Wi de Web Bann

er sBanner s Pushed

advertising

Pushedadverti

sing

Banners on chat

sites

Good ci t i zenshi p

-E mail

Classifi ed ads

Di r ect-e mai l

Sponsorshi - p of e mail

newsletter

Banner s -on e mai

B

Internet advertising in the futu Internet advertising in the futurere

Sponso red con

tent

Sponso red con

tent

Tar get e d cont e

nt

Tar get e d cont e

nt

Internetadvertisi

ng

Internetadvertisi

ng

Experienc e rated content

Experienc e rated content

Anchor te nancy de als

Anchor te nancy de als

Purchase rela ted content

Based on : Cartelliert, C., Rao, V., Parsons, A. andZeisser, M. (1997), ‘TheImpactofI nt er net Adver t i si ng’, The

McKinsey Quarterly -, 3, 45 62.

Four types of relationship effor Four types of relationship effortsts CommunicationDifferentiationPersonalisingRewarding

CommunicationDifferentiationPersonalisingRewarding

integrated marketing communication anuchit sirikit d.b.a. certified professional marketer(asia...

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