integrated marketing communications - studentvip
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IntegratedMarketingCommunications
Week1Advertising&theMarketingProcess
MainIssues- Whatismarketing?- Managementprocess- Promotionalmix- IMC
WhatisMarketing?Definemarketing.- Satisfyingneeds&wantsthroughtheexchangeprocess.
Ø Activity&processesforcreating,communicating&deliveringvalueforend-users.
Ø Exchange:involvedbothpartiesinanexchangeof‘value’&awaytocommunicate.
Ø Value:Customer’sperceptionofbenefitsversuscosts(acquiring&consuming).
- Thesetofactivitieswherebybusinessesandotherorganisationscreatetransfersofvalue(exchanges)betweenthemselvesandtheircustomers.
TheMarketingManagementProcess
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MarketingMixWhatdoestheMarketingmixconsistof?- Product,price,placeandpromotion- Todevelopandeffectivemarketingmix,marketersmust:
Ø Beknowledgeableabouttheissuesandoptionsofeachelementofthemix.
Ø Knowhowtocombinetheelementstoformaneffectivemarketingprogram.
Ø Analysethemarkerandusethedatatodevelopthemarketingstrategyandmix.
TheMarketing&PromotionalMixes- Productorservice- Pricingpolicy- Distribution(place)method- Promotionalmix:
Ø AdvertisingØ DirectmarketingØ Interactive/internetmarketingØ SalespromotionØ Publicity/PublicRelationsØ Personalselling
ThePromotionalMix
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IntegratedMarketingCommunicationsWhatisIMC?- Amarketingcommunicationsplanningconcept.- Recognizesthevalueofacomprehensiveplan.- Aplanthatevaluatesthestrategicrolesofseveralcommunicationsdisciplines:
Ø AdvertisingØ DirectmarketingØ SalesPromotionØ PublicRelations
- Combinesdisciplinestoprovide:Ø ClarityØ ConsistencyØ Maximumcommunicationsimpact
ModeloftheIMCPlanningProcess
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Week2IMCintheMarketingProcess
MainIssues:- Promotionalmixdefinitions–toolsofIMC- Marketing&PromotionsProcessModel- IMCPlan- IMCParticipants–Advertisers,Ad,Agencies,MediaandPotentialCustomers
AdvertisingWhatisAdvertising?- Anypaidformofnon-personalcommunicationaboutanorganisation,product,service,orideabyanidentifiedsponsor(e.g.BusinessFirms,individuals,non-profitorganisations).
AdvertisingtoConsumerMarketsNationalAdvertising- Doneonanationwidebasisorinmostregionsofthecountry.
Retail/localadvertising–Encourageconsumersto:- Shopataspecificstore.- Usealocalservice.- Patronizeaparticularestablishment.
PrimaryVSSelective-DemandAdvertising- Primary-demand:stimulatesdemandforthegeneralproductclassofentireindustry.
- Selective-demand:createsdemandforaspecificcompany’sbrands.Business-to-BusinessAdvertising- Targetsindividualswhobuyorinfluencethepurchaseofindividualgoodsorservicesfortheircompanies.
ProfessionalAdvertising- Targetsprofessionals,encouragingthemtouseacompany’sproductintheirbusinessoperations.
TradeAdvertising
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- Targetsmarketingchannelmembers,encouragingthemtostock,promote,andresellthemanufacturer’sbrandedproducttotheircustomers.
DirectMarketingDefine.- Wherebyorganisationscommunicatedirectlywithtargetcustomerstogeneratearesponseand/oratransaction.
- E.g.telemarketing,directselling,directresponseads–directmail,directresponseTV,directradioetc.
- DirectMail:letters,flyers,brochures,cataloguesetc.Interactive/InternetMarketing- Allowsforaback-to-forthflowofinformationwherebyuserscanparticipatein&modifytheformandcontentoftheinformationtheyreceiveinrealtime.
Ø Userscanreceiveinformationandimages,makeenquiries,respondtoquestions,andmakepurchases.
Ø Interactivemedia:Internet,socialmedia,mobiles,kiosksandCD-ROMs.
SalesPromotion- Thosemarketingactivitiesthatprovideextravalueorincentivetothesalesforce,distributors,ortheultimateconsumerandcanstimulateimmediatesales.
Ø Consumer-oriented(e.g.discounts,point-of-purchasematerials)
Ø Trade-oriented(e.g.salescontests,pricedeals).Publicity- Non-personalcommunicationsregardinganorganisation,product,service,orideathatisnotdirectlypaidfororrununderidentifiedsponsorship.
- Comesintheformofanewsstory,editorial,orannouncementaboutanorganisationand/oritsproductsandservices.
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PublicRelationsWhatisPR?- It’samanagementfunction,whichmanages&controlsaprogramofactiontoearnpublicunderstandingandacceptance.
Ø Itencompassesawidevarietyofcommunicationeffortstofostergoodwillandgainpublicunderstanding.
Ø Usedtobuildrapportwiththevariouspublics(e.g.employees,customers,stockholders,voters,competitorsorthegeneralpopulation.)
PersonalSelling- Aformofperson-to-personcommunicationinwhichasellerattemptstoassistand/orpersuadeprospectivebuyerstopurchasethecompany’sproduct/serviceoractonanidea.
IntegratedMarketingCommunications- Integratedmarketingcommunicationisastrategicbusinessprocessusedtoplan,develop,executeandevaluatecoordinated,measurable,persuasivebrandcommunicationsprogramsovertimewithconsumers,customers,prospects,employees,associatesandothertargetedrelevantexternalandinternalaudiences.
- Thegoalistogeneratebothshort-termfinancialreturnsandbuildlong-termbrandandshareholdervalue.
IMCAudienceContactTools
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TouchPointsWhatisatouchpoint?- Atouchpointreferstoeachandeveryopportunitythecustomerhastoseeorhearaboutthecompanyand/oritsbrandsorhasanencounterorexperiencewithit.
TraditionalMarketingApproachContemporaryIMCApproach- Aconceptofmarketingcommunicationsplanningthatrecognisestheaddedvalueofacomprehensiveplanthatevaluatesthestrategicrolesofavarietyofcommunicationdisciplines—forexample,generaladvertising,directresponse,salespromotion,andpublicrelations—andcombinesthesedisciplinestoprovideclarity,consistency,andmaximumcommunicationsimpact.
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MarketingandPromotionsProcessModelA.MarketingStrategyandAnalysisOpportunityAnalysis- Favourabledemandtrends.- Customerneeds&/orwantsnotbeingsatisfiedwhereafirmcouldcompeteeffectively.
CompetitiveAnalysis- Otherbrandcompetition(DIRECT)orotherproductcompetition(INDIRECT)
- Searchforacompetitiveadvantage- Reactionsofcompetitorstoacompany’smarketingandpromotionalstrategy
TargetMarketSelection- Afterevaluatingmarketingopportunitiesforproducts/servicesinvariousmarkets,acompanyselectsoneormoreasatargetmarketforwhichitwilldevelopamarketingprogram(s).
- Selectingtargetmarketshasimplicationsforadvertisingandpromotionalstrategyandtactics.
B.TargetMarketingProcess
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C.MarketingPlanningProgramDevelopment - Involvescombiningthevariouselementsofthemarketingmixintoacohesiveandeffectivemarketingprogram.
- AllelementsofthemarketingmixmustbeconsistentwithoneanotherandmustcontributetotheoverallIMCprogram.
- ProductDecisions- PricingDecisions- DistributionDecisions
PromotionalDecisions
D.PromotiontoTradeandTargetMarket(i.e.ultimatecustomer)- TheMarketingandPromotionsProcessModelendswithpromotionto:
- TargetMarket(Endorultimateconsumer–consumersandbusinesses)&/orTrade(resellers/channelmembers).
IMCPlanWhatisanIMCPlan?- Providestheframeworkfordeveloping,implementing,&controllingtheorganisation’sintegratedmarketingcommunicationsprograms&activities
Structureofan IMCPlan
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- Introduction- SituationAnalysis:Market,Environment,Company,Customer,Competitor,&SWOTanalysis
- Objectives- Budget- TargetAudience- CommunicationStrategy- CreativeStrategy- MediaPlanning- MediaStrategy- CampaignResearch&Evaluation- Conclusion- Appendix
ParticipantsoftheIMCProcess
v Advertiser(client)v AdAgenciesv Mediav PotentialCustomer
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Advertiser/Client- Organisationswiththeproducts,services,orcausestobemarketedandforwhichadvertisingagenciesandothermarketingpromotionalfirmsprovideservices.
AdvertisingAgency- Afirmthatspecialisesinthecreation,production,and/orplacementofadvertisingmessagesandmayprovideotherservicesthatfacilitatethemarketingcommunicationsprocess.
In-HouseAgencies- Advantages:
Ø CostsavingsØ MorecontrolØ Bettercoordination
- Disadvantages:Ø LessexperienceØ LessobjectivityØ Lessflexibility
ReasonsforusinganAgency- Obtainservicesofhighlyskilledspecialists
Ø ArtistsØ WritersØ MediaanalystsØ ResearchesØ Otherswithspecificskills
- ObtainanobjectivepointofviewØ Freeofinternalpolicyconstraintsandbiases.Ø Broadrangeofexperience,havingworkedwith:*diversemarketingproblems*varioustypesofclients.
OtherAgenciesandServicesCreativeBoutiques- Provideonlycreativeservices.- Otherfunctionsprovidedbytheinternalclientdepartments.- Full-serviceagenciesmaysubcontractwithcreativeboutiques.
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MediaBuyingServices- Specializeinbuyingmedia,especiallybroadcasttime- Agenciesandclientsdevelopmediastrategy- Mediabuyingorganisationsimplementthestrategyandbuytimeandspace
WhyAgenciesLoseClients- Poorperformanceorservice- Poorcommunication- Unrealisticdemandsbytheclient- Personalityconflicts- Personnelchanges- Changesinsizeoftheclientoragency- Changesintheclient’scorporateand/ormarketingstrategy- Conflictsofinterest- Decliningsales- Conflictingcompensationphilosophies- Changesinpolicies- Disagreementsovermarketingand/orcreativestrategy- Lackofintegratedmarketingcapabilities
HowAgenciesgainClients- Referrals- Solicitations- Presentations- PublicRelations- ImageandReputation
Media- Organisationwhosefunctionistoprovideinformation/entertainmenttosubscribers,viewers,orreaderswhileofferingmarketersanenvironmentforreachingaudienceswithprintorbroadcastmessages.
PotentialCustomer- You