Integrated Marketing Communications to Build Brand Equity

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Integrated Marketing Communications to Build
Brand Equity

• Session 7 (I think)

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Day Summary

• Finish Up Group Presentations
• Where you should be with your BA
• Integrated Marketing Communications

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Where should we be on our Brand Audits?

• You have completed
• Brand Portfolio
• Marketing Research
• Understand Brand and Org Drivers
• You can describe both of these, or define what
  they should be if they do not exist
• Understand SKS/psychology of creating BE
• How to measure as well

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Where should we be on our Brand Audits?

• What is left
• Write up Brand and Org drivers
• Describe
• Evaluate
• Assess MR results
• Do your results match your teams beliefs
  regarding the Brand?
• Make recommendations about the Brand
• Changes to Brand or Org drivers?
• New ideas for Brand Conveyors?

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Role of Integrated Marketing Communications

• Marketing communications
• are the voice of the brand and are a means by
  which it can establish a dialogue and build
  relationships with consumers.
• allow marketers to inform, persuade, incentivize,
  and remind consumers directly or indirectly
• can contribute to brand equity by establishing
  the brand in memory and linking strong,
  favorable, and unique associations to it.

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Integrated Marketing Communications and
Customer-Based Brand Equity

• One implications of Kellers CBBE framework is
  that the manner in which brand associations are
  formed does not matter -- only the resulting
  strength, favorability, and uniqueness
• Different communication options have different
  strengths and can accomplish different
  objectives.

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Participants in IMC Management

• Marketing Organization
• Marketing Plan
• Goal Objectives
• Brand Audit (what you are doing now

IMC Management

• Advertising Agency
• Research
• Creative Strategies
• Production
• Message Placement

Advertising Internet advertising Direct
Marketing Sales Promotions Public
Relations Personal Selling

• Specialized Promotion Organizations
• Media Organizations
• Event Management Firms
• Web Site Designers
• Sales Promotions Agencies
• Direct Marketing Agencies
• Public Relations Firms
• P-O-P Agencies Designers

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Relationship Between Promotion, the Promotional
Mix, and Integrated Marketing Communications
(cont)

• Promotion Process
• Promotion Mix Tools
• IMC Management of the Promotion Mix

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Relationship Between Promotion, the Promotional
Mix, and Integrated Marketing Communications

• PROMOTION
• Communication Process in Marketing
• Used to Create a Favorable Predisposition Toward
• Brand of Product
• Service
• Idea
• Person
• PROMOTIONAL MIX
• Blend of Communications Tools and Activities Used
  by a Firm
• Carries out the Promotion Process
• Communicates Directly with Target Markets

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Relationship Between Promotion, the Promotional
Mix, and Integrated Marketing Communications
(cont)

• INTEGRATED MARKETING COMMUNICATIONS (IMC)
• Manages the Processes and Activities of Using
  Promotional Tools
• Unified Way
• Produces a Synergistic Communications Effect

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Integrated Marketing Communications

• FACTORS CONTRIBUTING TO IMCs RISING PROMINENCE
• Fragmentation of Media
• Better Audience Assessment Through Database
  Technology
• Consumer Empowerment
• Increased Advertising Clutter
• Shifting Channel Power
• Desire of Greater Accountability

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Promotion and IMC Help Cut Through the Clutter
of Advertising
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IMC History

• Disney (1950-60s)
• Synergy coordinated marketing efforts (print,
  television, movies, merch, and theme park
• Each part of the Disney MM promoted other aspects
  of the mix that together built the Disney Brand
  revenue stream

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Simple vs. synchronized integration

• Simple
• Secondary media (radio, print, in-store) designed
  to support the primary medium (television) using
  consistent messaging across channels
• Synchronized
• No medium dominates All are equal
• Surround Sound analogy
• Example of synchronized integration MM new
  candy color

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Case Study MMs global color vote
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What Integrated Components were used?
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Synchronized Communication (MM Example)
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Integrated Communication Options(Business-to-Cons
umer)

• Media Advertising (TV, radio, newspapers,
  magazines)
• Direct Response Advertising
• Interactive (on-line) Advertising Web Sites
• Outdoor Advertising (billboards, posters, cinema)
• Point-of-Purchase Advertising
• Trade Promotions
• Consumer Promotions
• Sponsorship of Event Marketing
• Publicity or Public Relations

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Integrated Communication Options(Business-to-Busi
ness)

• Media Advertising (TV, radio, newspaper,
  magazines)
• Trade Journal Advertising
• Interactive (on-line) Advertising Web Sites
• Directories
• Direct Mail
• Brochures Sales Literature
• Audio-Visual Presentation Tapes
• Giveaways
• Sponsorship or Event Marketing
• Exhibitions, Trade Shows, Conventions
• Publicity or Public Relations

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The Risks of Integration

• In order for IMC to work, there must be strong
  coordination amongst the different marketing
  disciplines
• This need creates an Achilles heel for
  integration
• Can prevent rapid responses to unexpected
  situations and emerging opportunities
• Failure of any one component can have dire
  consequences for other reliant components

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Common causes of IMC failure

• Incorrect strategic assumptions
• Inferior tactical execution
• Unanticipated marketplace changes
• Unforseen delays
• Product to market, integrated marketing elements
• Conflicts between integration partners
• Rogue partner behavior

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How do we address these changes?

• Overall, the difficulty is the result of
  inflexibility due to centralized command of IMC
• Col. John Boyd
• Competitiveness is dependent on the rate at
  which decisions can be made and applied
• Faster maneuvering can destabilize opponents by
  continually short-circuiting their normal
  decision-making structures, thus providing even
  more tactical opportunity as the opponent
  struggles continually to reorient itself.

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How does this relate to IMC?

• Competitiveness is best achieved by relaxing
  command structures, thus allowing team members to
  react fluidly to a changing competitive landscape
  that they can observe firsthand.
• Central leadership exists to provide high-level
  direction
• Was there any mention of MM doing any specific
  marketing-related activity?

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Harmonizing IMC

• Allow adequate feedback and flexibility to
  facilitate response amongst various marketing
  elements
• Do not allow elements to get distracted from
  ultimate strategic goals of IM program
• Leadership should allow elements to spontaneously
  work together, to address issues that may be
  missed
• MM Color vote example

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Evaluating IMC Programs

• Coverage - what proportion of the target audience
  is reached by each communication option employed,
  as well as how much overlap exists among options
• Cost - what is the per capita expense
• Are we getting good eyeball return on
  investment?

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Evaluating IMC Programs (cont.)

• Contribution - the collective effect on brand
  equity in terms of
• enhancing depth breadth of awareness
• improving strength, favorability, uniqueness of
  brand associations
• Commonality - the extent to which information
  conveyed by different communication options share
  meaning

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Evaluating IMC Programs (cont.)

• Complementarity - the extent to which different
  associations and linkages are emphasized across
  communication options
• Versatility - the extent to which information
  contained in a communication option works with
  different types of consumers
• Different communications history
• Different market segments

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Special focus Advertising

• While channel opportunities are expanding, most
  communication strategies involve advertising at
  some level
• There are a number of considerations for ad
  campaigns related to creating BE

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The Nature and Scope of Advertising

• Advertising Paid, Mass-Media Attempt to
  Persuade
• Advertisement Specific Message Placed to
  Persuade an Audience
• Advertising Campaign Series of Coordinated
  Advertisements that Communicate a
  Reasonably Cohesive Integrated Theme
• Theme May Be Made Up of Several Claims Should
  be Essentially
• One Theme
• Advertising Campaigns may be Developed Around a
• Single Advertisement, or Several Advertisements

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Ad Campaign Considerations

• Campaigns make brands -- not single ads
• Be creative and develop creative themes
• Brand communications should sing like a choir
• Multiple voices
• Multiple notes
• Find fresh consumer insights compelling brand
  truths

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How coordinated are these ads?
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Business to Business Advertisements
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At what level can we stratify geographically?

• Globalized Advertising
• International Advertising
• National Advertising
• Regional Advertising
• Local Advertising
• Co-op Advertising

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Not All Advertising is International or Even
National- This Ad Targets a Local Audience
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Advertising Message Strategies

• Message Strategy Consists of the Objectives to
  Pursue and Methods Used in an Advertisement or
  Advertising Campaign
• Promote brand recall
• Link attributes to brand name
• Create brand preference
• Scare customer into action
• Transform consumption experience

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Promoting Recall

• Repetition
• Multiple advert buys
• Multiple mentions of brand in appeal
• Slogans
• You deserve a break today
• The best part of waking up is Folgers in your
  cup
• You are in good hands with Allstate
• Jingles
• Example 1, example 2, example 3

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Advertising Message Strategies

• Situate the brand socially
• Define the brand image/identity
• Customer Persuasion
• Reason-Why Ads
• Hard-Sell Ads
• Comparison Ads
• Information-Only Ads
• Testimonial Ads
• Demonstration Ads
• Advertorial Ads

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What type of ad is this?

• Information
• Brand Image
• Hard sell

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• What Message Strategy is Being Used Here?
• Identity
• Demonstration

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Print Ad Evaluation Criteria

• Is the message clear at a glance?
• Is the benefit in the headline?
• Does the illustration support the headline?
• Does the first line of the copy support or
  explain the headline and illustration?
• Is the ad easy to read and follow?
• Is the product easily identified?
• Is the brand or sponsor clearly identified?

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Common Mistakes in Developing Advertising

• Failure to distinguish ad positioning (what you
  say) from ad creative (how you say it)
• Mistaken assumptions about consumer knowledge
• Improperly positioned
• Failure to break through the clutter
• Distracting, overpowering creative in ads

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Common Mistakes in Developing Advertising (cont.)

• Under-branded ads
• Failure to use supporting media
• Changing campaigns too frequently
• Substituting ad frequency for ad quality

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Keller Bes for IMC

• Be analytical Use frameworks of consumer
  behavior and managerial decision-making to
  develop well-reasoned communication programs
• Be curious Fully understand consumers by using
  all forms of research and always be thinking of
  how you can create added value for consumers
• Be single-minded Focus message on well-defined
  target markets (less can be more)
• Be integrative reinforce your message through
  consistency and cuing across all communications

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Keller Bes for IMC

• Be creative State your message in a unique
  fashion use alternative promotions and media to
  create favorable, strong, and unique brand
  associations
• Be observant Monitor competition, customers,
  channel members, and employees through tracking
  studies
• Be realistic Understand the complexities
  involved in marketing communications
• Be patient Take a long-term view of
  communication effectiveness to build and manage
  brand equity