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Week 3 Session 3 Integrated marketing communications - Coggle Diagram
Week 3 Session 3 Integrated marketing communications
integrated marketing communications (IMC)
Recent definition: ‘[the process of] carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent and compelling message about the organisation and its products’.
(Kotler et al., 2017, p. 411)
simple terms: IMC is about creating one-voice messaging – a clear and consistent brand image, position, message and creative theme across all marketing communications activities.
importance and benefits of IMC
IMC and brand identity
main drivers behind the increasing importance of IMC is the vital role it plays in the process of developing and sustaining brand identity.
build and maintain their brand identity by creating favourable and memorable associations in their target audiences’ minds.
IMC and efficiency
lots of messaging out there, IMC has synergy
IMC and changing consumer behaviour
Mass media, mass auidence are changing, IMC offers alternative option that helps combat challenges
1.3. The benefits of IMC
Unified messaging
More effective messaging
Brand loyalty
Improved performance
Improved recall and recognition
1.4. IMC in non-commercial contexts
non profit or social campigns or orgs
Differences in customer-centric approaches between commercial and social marketing, especially the centrality of a ‘shared experience’
Leveraging resources and partnerships to create a unified message
1.5. What to integrate?
integrating the different elements of the marketing communications mix - providing a clear and consistent message
Integrating the creative theme
many organisations will also integrate the message appeal
rational appeals) or emotional appeals (using emotions such as fear, guilt, shock, humour or sex).
Integrating the media strategy
media classes (TV, radio, print, etc.) and media vehicles (content such as a specific TV show,
1.6. Barriers to IMC
Power, coordination, and control issues
Creativity and execution issues
Flexibility and responsiveness issues
The IMC strategy framework
Figure 3.3: The IMC strategy framework
Fundamental decisions
Implementation decisions
evaluating the campaign
Developing an IMC strategy: fundamental decisions
Fundamental issues include:
setting the objectives for the campaign
determine their objectives before designing their IMC campaigns
Who is the audience? – this will inform the segmentation and targeting strategy.
What is the key message/ what do we want this campaign to say?- this will inform the positioning strategy.
How will the message be communicated? – this will inform the media strategy and the communications mix.
What should the tone of the message be? – this will inform the creative execution.
SMARTT
(double t- time and targeted)
establishing the budget
identifying the target audience for the campaign
deciding how the brand will be positioned in the marketplace.
3.2. Budgeting
(Andrews and Shimp, 2018). For example:
If £x is invested in a television advertising campaign, then what amount of sales revenue is this projected to generate?
If £y is spent on sales promotion, then what percentage increase in sales can be expected?
entails a significant amount of upfront expenditure before any returns from the campaign can be measured.
assigning marketing managers to assign communications budgets:
Percentage-of-sales method: setting a budget as a fixed percentage of the last reporting period’s sales
Objective-and-task-method: this method involves setting clearly defined objectives for a campaign
Identifying target audience
Identifying the target audience is a critical step in developing an effective IMC strategy
1st step to segment the total market into more discrete groupings
‘dividing a market into smaller groups of buyers with distinct needs, characteristics or behaviours that might require separate marketing strategies or mixes’ (Kotler et al.,2017, p. 194).
process of segmenting the market, marketers look for shared characteristics such as
common needs, common interests, similar lifestyles or similar demographic profiles
(Camilleri, 2018).
Different segmentation approaches
(Kotler et al., 2016; Armstrong et al., 2015)
Demographics
population, eg age
geographics
Geodemographics
phsychographics
lifestyle
behavourial
customer knowledge and relationship to brand
Targeting criteria
‘ADMARS’
Accessible:
Differentiated:
Measurable:
Actionable
relevant
substantial
Targeting approaches
is to determine how to target those groups.
Mass marketing
Segment marketing
niche marketing
micro marketing
3.4. Positioning and IMC
aim of the positioning strategy is to identify a set of potential differentiating factors that can help to create a competitive advantage and then communicate the brand through this point of differentiation (called the value proposition).
Positioning strategies
Attributes and benefits of the offering
Price
quality
competitors
Integrating the marketing communications mix
4.1. Integrating advertising
The strategic role of advertising in an integrated campaign includes:
reinforcing sponsorship campaigns –
endorsers and events being leveraged in advertising
capitalising on product placement
B2B contect is helpful:
advertising can provide an introduction to the company and its portfolio
if the product or service offering has new features, advertising can explain them
advertisements offering brochures and carrying the company’s phone number are an effective way to generate leads for sales representatives
sales representatives can use copies of the company’s advertisements to legitimise their company and its product offerings
advertising can remind customers how to use and benefit from product or service offerings and reassure them about their purchase.
integrating advertising with sales promotion
complementary
4.3. Integrating direct marketing
Direct marketing, when integrated with other communications tools, reinforces the other channels and helps customers take action on an organisation’s website or in-store.
4.4. Integrating public relations
to help build and maintain the brand
4.5. Integrating personal selling
4.6. Integrating online and offline communications
youtube
Ethical issues in marketing communications
5.1. Ethics and advertising
Deceptive or misleading advertising
untruthful advertising
puffery
exaggerating claims
artifical endorsements
Disrespectful advertising
negative advertising
blatant sex appeal
intrusive adveristing
Advertising and society
Murphy et al. (2005, pp. 154–5) summarised criticisms of advertising as falling into the following four categories:
i.advertising violates people’s inherent rights
ii.advertising encourages certain human addictions
iii.advertising is motivated by the quest for money rather than truth, and
iv.advertising often compromises human dignity.
some argue that advertising ‘is a mirror that helps shape the reality it reflects, and sometimes it presents a distorted image of reality’ (Foley and Pastore, 1997, p. 2).
The ethical concern is that advertising can lead to ‘misinformed perceptions’ in people’s minds, and there is a potential for misleading stereotypes to be promulgated (Borgerson and Schroeder, 2002, p. 571).
5.2. Ethics and sales promotion
The wow factor
Multi-buy deals
New-yet-old low price
Less is more – much more
5.3. Ethics and direct marketing
sharing of data
pressuring customers
tricking people with prizes, disguisied emails etc
5.4. Ethics and personal selling
overstocking
overselling
overpromising
overtelling
under-performing
gift giving
product tampering
5.5. Ethics and online marketing communications
spam
violation of privacy
deciteful marketing
Cookies
access for children damgerous
manipulation online - forumsor bots