Integrated Marketing Communications - PowerPoint PPT Presentation

About This Presentation
Title:

Integrated Marketing Communications

Description:

Integrated Marketing Communications Professor Carl Mela BA 460 Product Management Fuqua School of Business Brand Management System On Building A Brand – PowerPoint PPT presentation

Number of Views:43
Avg rating:3.0/5.0
Slides: 18
Provided by: peopleDu5
Learn more at: https://people.duke.edu
Category:

less

Transcript and Presenter's Notes

Title: Integrated Marketing Communications


1
Integrated Marketing Communications
  • Professor Carl Mela
  • BA 460 Product Management
  • Fuqua School of Business
  • Brand Management System
  • On Building A Brand
  • Managing Across Brands

2
Agenda
  • Elements of Integrated Communications
  • Developing the Communications Plan

3
Elements of Communications
  • Advertising
  • Creates favorable associations, but does it work?
  • Sales Promotion
  • Event Marketing
  • PR and Publicity
  • Personal Selling

4
Ignoring Commercials?
  • How many ads is a typical American exposed to in
    a single day?

Source USA Today 2/23/99
5
Ignoring Commercials?
  • How many ads is a typical American exposed to in
    a single day?
  • How many people think they saw
  • of Ads Men Women
  • 1-30 15 25
  • 31-50 20 25
  • 51-100 30 27
  • 101-300 18 15
  • 301 17 9
  • Actual 270

Source USA Today 2/23/99
6
Your Marketing Strategy Drives Your Advertising
Strategy
  • Marketing strategy
  • What benefit is being offered MESSAGE
  • Who is the target segment AUDIENCE
  • Advertising strategy
  • How do we convey the message effectively
    CREATIVE STRATEGY
  • How do we get to the audience effectively MEDIA
    PLANNING

7
Promotional Planning for Brand Equity
  • 1. Identify the target market
  • 2. Establish objectives
  • Establish brand in memory and create strong,
    favorable, and unique associations

8
Brand Associations Exist at Several Levels
  • Brand Objectives
  • maintain awareness increase share
  • focus on selective demand (i.e., pick us over a
    competitor)
  • Category Objectives
  • attract new users to the category
  • Corporate Objectives
  • umbrella branding

9
Effects Hierarchy
Adoption Trial Favorable Attitude Brand
Knowledge Structures Brand Awareness
10
Promotional Planning forBrand Equity
  • 3. Design the Message
  • Content (What the communication conveys)
  • Favorability, strength, and uniqueness of brand
    associations (e.g, brand personality)
  • Format (How it is conveyed - break through the
    clutter)
  • Source (Next Page)

11
Promotional Planning forBrand Equity
  • 3. Design the message (cont.)
  • Source (Where it is conveyed)
  • TV radio newspapers magazines direct mail
    outdoor other (e.g., placement in a movie)
  • what media mix? what media schedule?
  • exposure reach x frequency
  • of target group reached of times an
    individual is exposed

12
Promotional Planning for Brand Equity
  • 4. Decide on the Promotional Mix
  • Push v. pull
  • Stage in the decision process
  • Consumer v. industrial
  • Consistency of message across elements
  • Complementarity of promotions (ads make deals and
    sales more effective)

13
Promotional Planning for Brand Equity
  • 5. Develop the budget
  • 3.1. objective (e.g,. mkt share goal)
  • 3.2. task (e.g., desired reach and frequency)
  • 3.3. budget (budget to do it)
  • 6. Measure the result
  • Recall, recognition, persuasion, behavior
  • Share of voice GRP against sales
  • ( of target who saw ad at least once during
    specified time period) x ( of exposures for
    average person)
  • 7. Manage the process

14
Lodish et al. (1995)
  • Advertising weight has no correlation with sales!
  • T.V. ads work when
  • Objective is to increase penetration or change
    attitudes, or the copy is changed
  • Media levels shift over time, or high at
    beginning and end
  • In categories that are growing or have short
    purchase cycles
  • For new brands/extensions
  • In earlier periods of campaign and in prime time

15
Lodish et al. (1999)
  • Little relation between recall/ persuasion
    measure and brand sales
  • Ad elasticity is 0.13

16
Marketing Causes of Low Levels of Customer
Response
  • Poor Response Problem Underlying Cause
  • Low Awareness Mktg - poor media selection
  • Commun. - insufficient frequency
  • - poor ad. copy
  • Poor Mktg - insufficient frequency
  • Comprehension Commun. - poor ad. copy
  • Low Interest Product - insufficient benefits
  • Positioning - high price
  • - poor ad. copy

Sourse Best (1997), p.244
17
Marketing Causes of Low Levels of Customer
Response
  • Poor Response Problem Underlying Cause
  • Low Intentions Product - weak value proposition
  • Positioning - need for low-cost trial
  • - not readily available
  • Low Purchase Distribution - not available
  • Level and In-Store - hard to find in-store
  • - insufficient in-store
  • services

Sourse Best (1997), p.244
18
Trends inCommunications Strategy
  • IMC - Integrated Marketing Communications
  • look at information flow as the customer sees it
  • Accountability
  • justify your communications expenditures
  • Relationship Marketing
  • capitalizing on database information about
    customers
  • Interactive Media

19
Summary
  • Evaluate marketing communications options
    strategically to determine how they can
    contribute to brand equity. - Keller
  • Communications Include
  • Ads, PR, Sales, Sales Promotion, Event Marketing
  • The Communications Planning Process
Write a Comment
User Comments (0)
About PowerShow.com