Title: Integrated Marketing Communication
1Integrated Marketing Communication
- Anuchit Sirikit D.B.A.
- Certified Professional Marketer(Asia Pacific)
2What is Marketing
- Marketing Focuses on Exchange
- exchange
- Relationship Marketing
- relationship marketing
- superior customer value
- mass customization
- lifetime value
3Integrated Marketing Communications
- The Evolution of IMC
- integrated marketing communications (IMC)
- new advertising
- orchestration
- seamless communication
- all sources of brands or company contact
4- Reason for the Growing Importance of IMC
- A shifting of marketing dollars from media
advertising to other forms of promotion,
particularly consumer and trade-oriented sales
promotions.
5- A movement away from relaying on
advertising-focused approaches, which emphasize
mass media such as network television and
national magazines, to solve communication
problems. - A shift in marketplace power from manufacturers
to retailers.
6- The rapid growth and development of database
marketing. - Demands for greater accountability from
advertising agencies and changes in the way
agencies are compensated. - The rapid growth of the Internet, which is
changing the very nature of how companies do
business and the ways they communicate and
interact with consumers.
7Instrument of the marketing mix
Source Pelsmacker, Patrick De., Geuens, Maggie
and Bergh , Joeri Van den 2000. Marketing
Communications Essex, England Pearson Education
Ltd. pp. 3
8Personal versus mass marketing communications
Source Pelsmacker, Patrick De., Geuens, Maggie
and Bergh , Joeri Van den 2000. Marketing
Communications Essex, England Pearson Education
Ltd. pp. 6
9The marketing mix and Integrated marketing
communications (1)
Public relations
Marketing communications
Advertising
( f )
(a)
(c)
(e)
( b)
(d)
Marketing
Source Hutton, J.H. (1996), Integrated
Marketing Communication and the Evolution of
Marketing Thought , Journal of business
Research, 37, 155-62.
10The marketing mix and Integrated marketing
communications (2)
- (a) Corporate advertising
(b)
Salesforce and channel communications, trade
shows, packaging, direct marketing, sales
promotions, etc. (c)
Distribution, logistics , pricing, new-product
development, etc. (d) Investor
relations community relations employee
communications public affairs/government
relations most media relations crisis
communications, etc,
(e)
Product publicity brochures and other collateral
materials parts of media relations, crisis
communications and corporate identity
sponsorships, etc.
( f ) Traditional mass-media
advertising
Source Hutton, J.H. (1996), Integrated
Marketing Communication and the Evolution of
Marketing Thought , Journal of business
Research, 37, 155-62.
11BRANDING
12Determinants of successful brands
Additional service
Originality
Successful brand
Good quality
Differentiation
Integrated communications support
Long- term perspective
Source Dibb, S., Simkin, L., Pride, W.M. and
Ferrell, O.C. (1997), Marketing. Concepts and
Strategies. Boston Houghton Mifflin.
13Basic brand strategies
National
International
Category
Existing
New
Line extension
Brand extension
One brand
Existing
Global branding
Corporate branding
Multi-brands
New brands
New
Local branding
Two brands
Endorsement Ingredient branding
Co-branding
Source Pelsmacker, Patrick De., Geuens, Maggie
and Bergh , Joeri Van den 2000. Marketing
Communications Essex, England Pearson Education
Ltd. pp. 40
14Components of consumer brand equity
- Brand equity
- Awareness
- Perceived quality
- Strong brand associations
- Others assets
- High brand loyalty
Determinants
Benefits
Source Aaker, D.A. (1991), Managing Brand
Equity. New York The Free Press.
15The loyalty pyramid
Committed buyer
Like the brand-considers it a friend
Satisfied buyer with switching costs
Satisfied/habitual buyer who has no reason to
change
Switchers/price sensitive - indifferent-no brand
loyalty
Source Pelsmacker, Patrick De., Geuens, Maggie
and Bergh , Joeri Van den 2000. Marketing
Communications Essex, England Pearson Education
Ltd. pp. 49
16Brand equity components and branding benefits(1)
17Brand equity components and branding benefits(2)
18Brand equity components and advertising models
Awareness-salience
Brands awareness
Symbolism
Likeability
Strong brand associations
Emotions
Persuasion
High quality perception
Relationship
High customer loyalty
Sales reponse
Based on Franzen, G. (1998), Merken en Reciame
(Brands and Advertising). Kluwer
Bedrijfsinformatie.
19Positioning
20- Market Positioning
- Approaches to Positioning
- Developing a Positioning Strategy
-
21Developing a Positioning Strategy
- Positioning by Product Attributes and Benefits
- Positioning by Price/Quality
- Positioning by Use or Application
- Positioning by Product Class
- Positioning by Product User
- Positioning by Competitor
- Positioning by Cultural Symbols
- Repositioning
22Requirements for effective segmentation
Measurable
Attainable
Effective segmentation
Large enough
Different
Source Pelsmacker, Patrick De., Geuens, Maggie
and Bergh , Joeri Van den 2000. Marketing
Communications Essex, England Pearson Education
Ltd. pp. 102.
23Targeting strategies
- Concentration on one segment
- Selective specialization
- Product specialization
- Market specialization
- Full market coverage
24Determining the Positioning Strategy
- Identifying competitors
- Assessing consumers perceptions of competitors
- Determining competitors positions.
- Analyzing the consumers preferences.
- Making the positioning decision.
- Is the segmentation strategy appropriate?
25- Making the positioning decision.
- Is the segmentation strategy appropriate?
- Are there sufficient resources available to
communicate the position effectively? - How Strong is the competition?
- Is the current positioning strategy working?
- Monitoring the position.
26Positioning strategies
- Product attributes or benefits
- Price / quality
- Use or application
- Product class
- Product user
- Competitor
- Cultural symbols
Source Pelsmacker, Patrick De., Geuens, Maggie
and Bergh , Joeri Van den 2000. Marketing
Communications Essex, England Pearson Education
Ltd. pp. 108.
27Communications objectives the DAGMAR model
Category need
Brand awareness
Brand knowledge / comprehension
Brand attitude
Brand purchase intention
Purchase facilitation
Purchase
Satisfaction
Brand loyalty
Source Colley, R.H. (1961), Defining Advertising
Goals for Measured Advertising Results. New York
Association of National Advertisers.
28Stages in the product life-cycle and
communications objectives
Sales
Time
Marketing Top-of-mind awareness Brand attitude
Brand loyalty Customer satisfaction
Stage Marketing communications objectives
Introduction Category need Brand awareness Brand
knowledge Brand attitude
Growth Brand attitude Brand preference
Decline Purchase New target groups
29Factors affecting the consumer choice situation
Consumer / product relation
Choice process
Choice situation
Point -of-purchase characteristics
Consumer
Advice involved with purchase
Product characteristics
Source Pelsmacker, Patrick De., Geuens, Maggie
and Bergh , Joeri Van den 2000. Marketing
Communications Essex, England Pearson Education
Ltd. pp. 132.
30Advertising objectives
Product category need Brand awareness Brand
knowledge Feelings evoked by the ad Attitude
towards the ad Liking of the brand Attitude
towards the brand Brand conviction Brand
satisfaction Purchase intention Purchase Repeat-pu
rchase Brand loyalty
Cognitive objectives Affective
objectives Conative objectives
31Advertising formats
- Testimonial
- Expert endorsement
- Celebrity endorsement
- Slice-of-life
- Comparative advertising
- Music
32Moderating variables affecting the effectiveness
of humour in advertising
Product type
Effective humorous ads
Existing or new products
Humour type
Relation between humaour and product
Prior brand evaluations
Source Pelsmacker, Patrick De., Geuens, Maggie
and Bergh , Joeri Van den 2000. Marketing
Communications Essex, England Pearson Education
Ltd. pp. 177.
33Strengths of public relations
Good citizenship
Advice on important trends
Crisis management
Public relations
Difficult-to-reach audiences
Message flexibility
More objective
Cost effective
Source Pelsmacker, Patrick De., Geuens, Maggie
and Bergh , Joeri Van den 2000. Marketing
Communications Essex, England Pearson Education
Ltd. pp. 240.
34Weaknesses of public relations
Effectiveness hard to measure
Lack of control
Public relations
Journalists as gatekeepers
Source Pelsmacker, Patrick De., Geuens, Maggie
and Bergh , Joeri Van den 2000. Marketing
Communications Essex, England Pearson Education
Ltd. pp. 249.
35Trends and challenges in public relations
Measuring effect
Good employee relation
Bad reputation
Corporate branding
Specialization
PR
Growing consumer awareness
Globalization
Single-issue publics
New technologies
Source Pelsmacker, Patrick De., Geuens, Maggie
and Bergh , Joeri Van den 2000. Marketing
Communications Essex, England Pearson Education
Ltd. pp. 251.
36RESEARCH
37- Motivation Research in Marketing
- In-depth interviews
- Projective techniques
- Association tests
- Focus groups
- Problems and Contributions of Psychoanalytic
Theory and Motivation Research
38Strategic communication research
- Pre-test of Advertising
- Post-test of Advertising
- Campaign evaluation Research
39Objectives of pre-testing
Selection of appropriate stimuli
Optimise esposure frequency
Pre-tests
Testing a finished ad
Assess communications effects
Source Pelsmacker, Patrick De., Geuens, Maggie
and Bergh , Joeri Van den 2000. Marketing
Communications Essex, England Pearson Education
Ltd. pp. 224.
40Pre-testing techniques
- Internal evaluation
- Checklists
- Readability analysis
- Communications
- Physiological tests
- Recall
- Direct opinion measurement
- Behavioural effects
41Limitations of pre-testing
Individual testing
Never the best possible ad
Influence of external factors
Limitations of pre-testing
Artificial setting
Limited time between exposure and test
Consumer jury effect
Effect of repetition
Source Pelsmacker, Patrick De., Geuens, Maggie
and Bergh , Joeri Van den 2000. Marketing
Communications Essex, England Pearson Education
Ltd. pp. 230.
42Post-testing techniques
- Exposure
- Message processing
- recall
- recognition
- Behaviour
43Limitations of post-testing
Isolate effect of single ad
Consumers honesty
Message processing and buying
Limitations of post-test
Product involvement
Relevance of recall
Time between exposure and measurement
Source Pelsmacker, Patrick De., Geuens, Maggie
and Bergh , Joeri Van den 2000. Marketing
Communications Essex, England Pearson Education
Ltd. pp. 233.
44Interactive Marketing Communication
45Social presence and communications style in
communications media
Personal selling
Higher
Telemarketing
X
Electronic commerce
Social presence
Direct mail
Traditional advertising
Lower
Synchronous
Asynchronous
Communications
Based on Reza Kiami, G. (1998), Marketing
opportunities in the Digital Worls , Internet
Research Electronic Networking Applications and
Policy, 8(2), 185-94. Reproduced with permission
of MCB University Press.
46Consumer control on contact and content in
communications media
Consumer control of content
Lesser
Greater
Lesser
Direct mail advertising
Telemarketing
Consumer control of content
Personal selling
Electronic commerce
Greater
Based on Reza Kiami, G. (1998), Marketing
opportunities in the Digital World , Internet
Research Electronic Networking Applications and
Policy, 8(2), 185-94. Reproduced with permission
of MCB University Press.
47Development cycles for websites on the net
- Multinationals
- Information model-- Transaction model
- 1. Information about image and products
- 2. Information-gathering/market research
- 3. Client support/services
- 4. Internal support
- 5. Transactions
- Internet starters
- Transaction model--- Information model
- 1. Transactions
- 2. Client support/services
- 3. Information about image and products
- 4. Information-gathering/market research
Based on Quelch, J.A. and Klein, L.R. (1996).
The Internet and International Marketing ,
Sloan Management Review (Spring), 60-75.
Reproduced with permission of Sloan School of
Management.
48Business models for websites on the net
Primary consequences for the company
Cost-reduction
Returns incteasing
Internal
Technical, legal and administration support
Managing databases Internal research Internal
reporting
Marketing and sales support information
Customer orientation
Product information Promotion Developing
databases Market research Transactions
Customer service Transactions
External
Based on Quelch, J.A. and Klein, L.R. (1996).
The Internet and International Marketing ,
Sloan Management Review (Spring), 60-75.
Reproduced with permission of Sloan School of
Management.
49Internet advertising techniques
E-mail
Banners on e-mail
Direct e-mail
Good citizenship
Sponsorship of e-mail newsletter
Classified ads
Banners on chat sites
Adertorials
World Wide Web
Banners
Interstitial
Pushed advertising
Buttons
50Internet advertising in the future
Purchase related content
Experience rated content
Sponsored content
Internet advertising
Targeted content
Anchor tenancy deals
Based on Cartelliert, C., Rao, V., Parsons, A.
and Zeisser, M. (1997), The Impact of Internet
Advertising, The McKinsey Quarterly, 3, 45-62.
51Four types of relationship efforts
- Communication
- Differentiation
- Personalising
- Rewarding