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MKTG 405-2

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MKTG 405-2 Integrated Marketing Communications Spring 2007 Week of January 22, 2007 What is IMC? What are the elements of IMC? What is the IMC planning model? – PowerPoint PPT presentation

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Title: MKTG 405-2


1
MKTG 405-2
  • Integrated Marketing Communications
  • Spring 2007

2
Week of January 22, 2007
  • What is IMC?
  • What are the elements of IMC?
  • What is the IMC planning model?
  • What is market analysis, and how important is it
    to IMC?
  • How do the marketing mix elements affect IMC, and
    vice-versa (push pull, etc.)?
  • What is the difference between client
    organizations and IMC agencies?
  • How are IMC agencies structured?

3
What is Integrated Marketing Communications (IMC)?
IMC is the coordination and integration of
all marketing communication tools, avenues, and
sources within an organization that results in a
seamless program, which has the desired impact on
consumers and other end users at an acceptable
cost to the organization.
4
Advertising brands
5
A focus on brands
  • Most valuable brands

6
What is a brand?
  • The word brand is derived from the Old Norse
    word brandr, which means to burn.
  • According to the AMA, a brand is a name, term,
    sign, symbol, or design, or combination of them
    intended to identify the goods and services of
    one seller or group of sellers and to
    differentiate them from those of competition.

7
What distinguishes a product from a brand?
  • A product is any entity offered to a market for
    attention, acquisition, use or consumption that
    might satisfy a need or want (Kotler,2000).
  • A brand is the sum total of consumers
    perceptions and feelings about the products
    attributes and how they perform, about the brand
    name and what it stands for, and about the
    company associated with the brand.
  • (Achenbaum, 1993)

8
Customer-Based Brand Equity
. . . the differential effect that brand
knowledge has on customer response to the
marketing of that brand. Kevin Lane Keller,
1998
9
Brand Knowledge
  • . . . is a function of awareness, which relates
    to consumers ability to recognize or recall the
    brand, and image, which consists of consumers
    perceptions of and associations for the brand.
  • Keller, 1998

10
Brand Knowledge
Non-Product Related
Price
Brand Recall
Attributes
User Usage Imagery
Brand Awareness
Product- Related
Brand Recognition
Benefits
Brand Personality
Functional
Types of Brand Associations
Attitudes
Brand Knowledge
Feelings Experiences
Experiential
Favorability of Brand Associations
Symbolic
Brand Image
Strength of Brand Associations
Unique Nature of Brand Associations
11
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12
Positive brand equity results in
  • Greater perceived differentiation
  • Stronger brand loyalty
  • Larger profit margins
  • Higher trade support
  • Increased marketing communication effectiveness
  • Opportunities to extend and license brand name

13
Brand Equity 2005 Big Winners
14
Brand Equity 2005 Big Losers
15
Other elements of IMC
  • Direct
  • Interactive/Internet
  • Sales Promotion
  • PR/Publicity
  • Personal Selling

16
IMC Planning Model
  • Review of the marketing plan
  • Analysis of promotional program situation
  • Analysis of communications process
  • Budget determination
  • Develop IMC program
  • Integrate and implement marketing communication
    strategies
  • Monitor, evaluate, and control IMC program

17
A Fundamental Approach to Marketing Strategy
  • Segmentation
  • Targeting
  • Positioning

18
Definitions of Market Segmentation, Targeting,
and Positioning
  • Market segmentation a process of dividing a
    heterogeneous market into homogeneous subparts
  • Targeting a process of selecting a market
    segment(s) to pursue.
  • Positioning a process of creating and serving
    a market niche defined by the customer (often
    relative to the competition)

19
What Constitutes a Good Segment?
  • Uniqueness - Are there large between-group
    differences in segments?
  • Responsiveness - If we design specific strategies
    for a segment, will that segment respond?
  • Actionability - Can we take action with this
    segment?
  • Stability - Will the segment be stable over time?
  • Profitability - Will this segment benefit the
    organization?

20
Purposes of and Bases for Segmenting Consumer
Markets
Decision-making purpose Product
design Advertising message Advertising
media Packaging Distribution Price
Bases for segmentation Benefits or attributes
sought Product usage situation Benefits or
attributes sought Product usage situation Buyer
characteristics Heavy user characteristics Volume
or size of purchase Product usage
situation Shopping patterns Significance of
purchase Price sensitivity Volume or size of
purchase
21
Purposes of and Bases for Segmenting
Business-to-Business Markets
Decision-making purpose Sales force allocation
to accounts Product design and communication
appeals Communication targets
Bases for segmentation Volume Location Product
usage (industry type) Product usage
(application type) Benefits/attributes
sought Buying center members
22
The Targeting Decision
  • Segment size and growth rate
  • Firm objectives and resources
  • Does this segment fit with our objectives?
  • What are the success requirements for this
    segment?
  • Do we possess the needed competencies?

23
Positioning
  • What is positioning?
  • Why positioning?
  • How do you know your position?

24
Approaches to Positioning
  • Attribute
  • Price/quality
  • Use or application
  • Product user
  • Product class
  • Competition

25
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26
Push vs. Pull?
27
Chapter 3
  • Please prepare questions 1, 4, 6, and 9 for the
    next class.
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