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Integrated Marketing Communications to Build Brand Equity

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Title: Integrated Marketing Communications to Build Brand Equity


1
Integrated Marketing Communications to Build
Brand Equity
  • Session 7 (I think)

2
Day Summary
  • Finish Up Group Presentations
  • Where you should be with your BA
  • Integrated Marketing Communications

3
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

4
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?

5
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.

6
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.

7
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

8
Relationship Between Promotion, the Promotional
Mix, and Integrated Marketing Communications
(cont)
  • Promotion Process
  • Promotion Mix Tools
  • IMC Management of the Promotion Mix

9
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

10
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

11
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

12
Promotion and IMC Help Cut Through the Clutter
of Advertising
13
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

14
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

15
Case Study MMs global color vote
16
What Integrated Components were used?
17
Synchronized Communication (MM Example)
18
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

19
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

20
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

21
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

22
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.

23
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?

24
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

25
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?

26
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

27
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

28
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

29
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

30
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

31
How coordinated are these ads?
32
Business to Business Advertisements
33
At what level can we stratify geographically?
  • Globalized Advertising
  • International Advertising
  • National Advertising
  • Regional Advertising
  • Local Advertising
  • Co-op Advertising

34
Not All Advertising is International or Even
National- This Ad Targets a Local Audience
35
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

36
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

37
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

38
What type of ad is this?
  • Information
  • Brand Image
  • Hard sell

39
  • What Message Strategy is Being Used Here?
  • Identity
  • Demonstration

40
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?

41
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

42
Common Mistakes in Developing Advertising (cont.)
  • Under-branded ads
  • Failure to use supporting media
  • Changing campaigns too frequently
  • Substituting ad frequency for ad quality

43
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

44
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
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