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IMC for Brand Equity

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IMC for Brand Equity – PowerPoint PPT presentation

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Title: IMC for Brand Equity


1
IMC for Brand Equity
  • Chapter 6

2
Definition of IMC
  • IMC is the process of developing and implementing
    various forms of persuasive communications
    programs with customers and prospects over time.

3
IMC is designed to
  • Affect behavior
  • Use all forms of contacts
  • Start with the customer
  • Achieve synergy
  • Build relationships

4
Information Processing Model
  • Exposure - see or hear ad
  • Attention - pause to notice ad
  • Comprehension - get message
  • Intention - will purchase
  • Behavior - purchase

5
Advertising Strategy Step 1
  • Define positioning - attributes benefits
  • Points of parity- necessary/ competitive
  • Points of difference - desirable/ deliverable

6
Advertising Strategy Step 2
  • Identify creative strategy to communicate
    positioning
  • Informational - benefit (prob-sol, demo,
    comparison, testimonial)
  • Transformational - imagery (usage, user,
    personality/values)
  • Motivational - borrowed (humor, sex)

7
Customer Relationship Mangement
  • Data base usage
  • 1. tracking customer activity
  • 2. Manage customer interactions

8
Direct Response
  • Mail - catalogues
  • Telephone - 800 number ordering
  • TV Infomercials - dramatic
  • Web pages - informational
  • Interactive ads - skyscrapers

9
Non-traditional Ads
  • Place advertising
  • billboards, posters
  • movies, airports, retailers
  • Product placement
  • Point of Purchase
  • supermarket radio
  • cart video

10
Sales PromotionConsumers
  • User aggregate - continue to use increase usage
  • Potential aggregate - try product put brand into
    category evoked set

11
Sales PromotionTrade
  • Increase purchase frequency - deals
  • Support brand advertising - co-op
  • Increase inventories of brand products - shelf
    space and display options

12
Event MarketingTypes
  • Arts
  • Festivals, fairs, annual events
  • Cause marketing
  • Entertainment, tours, attractions

13
Event MarketingObjectives
  • Identify with consumer target market or lifestyle
  • Increase brand awareness
  • Create or reinforce perceptions of brand image
    associations
  • Enhance corporate image dimensions
  • Create experiences and evoke feelings
  • Entertain clients, reward employees
  • Permit merchandising opportunities

14
Sponsorship
  • To meet specific brand objectives
  • Audience delivered must meet needs of brand
    consumers
  • Events, naming opportunities
  • Measurement - supply side - potential exposure
    from media coverage demand side - reported
    exposure from consumers

15
PR and Publicity
  • Company and brand image protection
  • PR - annual reports, fund raising, membership
    drives, lobbying, event management, public
    affairs
  • Publicity - press releases, media interviews,
    press conferences, feature articles, newsletters,
    photographs, films

16
Buzz Marketing
  • Word of mouth techniques for high-interest
    product categories (Krispy Kreme, Blair Witch
    Project)
  • Cultural corruption?

17
Personal Selling
  • Sales reps become customer advocates
  • Corporate sales attitude
  • Recognition for performance through customer
    satisfaction not sales
  • Data based contact to reinforce
  • Frequent face-to-face interaction with consumer

18
IMC Mix Criteria
  • Coverage - reach and impressions
  • Contribution - main effects of communications on
    consumers
  • Commonality - consistent and cohesive brand image
    in every communication
  • Complimentary - linkages of different
    communications
  • Versatility - degree of appeal to all aggregates

19
IMC Example San Diego Zoological Society
  • MAIN ATTRACTIONS
  • Zoo - 800 species of animals in native habitat
    cages
  • Wild Animal Park - 1800 acre preserve with 2500
    animals living together in recreated African
    habitat

20
SDZS Competetition
  • Sea World
  • LegoLand
  • Disneyland
  • Knotts Berry Farm
  • Universal Studios
  • Magic Mountain

21
SDZS Target Consumers
  • 40 San Diego County
  • 14 other parts of CA
  • 35 from continental US
  • 05 from outside US

22
SDZS Communication Objectives
  • Raise funding for societys programs
  • Provide public education
  • Maintain image on local, regional, national
    international levels
  • Draw visitors to main attractions

23
IMC StrategyAdvertising
  • Objective drive attendance uphold image
    educate and inform
  • Audience Members/ non-members households in 5
    CA counties tertiary market of 7 states tourist
    group sales
  • Media TV, radio, newspaper, magazine, direct
    marketing, outdoor, film locations

24
IMC StrategySales Promotion
  • Objective Drive attendance
  • Audience Southern CA co-op
  • Media Coupons, sweepstakes, tours, broadcast
    tradeouts, direct maiol, fliers, postcards

25
IMC StrategyPublic Relations
  • Objective Inform, educate, maintain image,
    reinforce advertising message
  • Audience local to international
  • Media event coverage features in local,
    national and global media talk show appearances
    web site

26
IMC Strategy
27
IMC Strategy Corporate Sponsorships Events
  • Objectives Provide event funding, promote
    special programs with corporate sponsors develop
    business-zoo partnerships
  • Audience Zoo supporters and corporate partners
  • Media Ad, PR, co-ops, ticket trades, hospitality
    centers

28
IMC StrategyDirect Mail
  • Objective Maintain large supporter base
  • Audience local, regional, national and global
    children, seniors, couples and single memberships
  • Media Direct mail and on-grounds visibility

29
IMC StrategyGroup Sales
  • Objective Maintain group traffic and revenue
    with group tours
  • Audience Conventions, incentive groups, bus
    tours, associations, scouts, schools, military,
    organizations, etc.
  • Media Travel and tourism trade shows,
    telemarketing, direct mail, trade publications,
    advertising, web alliances

30
Measurement
  • Ticket sales
  • Media coverage
  • Web inquiries
  • Positive attitude and awareness research
  • New memberships and renewals
  • Business alliances
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