Integrated Marketing Communications
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A synchronous online lesson. Check web links before running in class as things may have changed since it was written

A synchronous online lesson. Check web links before running in class as things may have changed since it was written

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Integrated Marketing Communications Integrated Marketing Communications Document Transcript

  • LESSON PLAN DAY ONE
    COURSE INTRODUCTION
    OPENING:
    Attendance and sound check:
    Announcements:

    INTRODUCTION:
    Explanation of course syllabus and requirements
    LEARNING OBJECTIVES:
    1.Recognize the critical role communication plays in marketing programs.
    Review the nature of the communication process.
    Apply a communications model to marketing issues.
    Discover the nature of a totally integrated advertising and marketing communications approach.
    Expand the concept of Integrated Marketing Communications to the global level
    Understand the nature of a corporation’s image and why it is important.
    Develop tactics and plans to build an effective corporate image.
    Discover the advantages of a quality logo, package, and label.
    Cultivate effective brand names, family brands, flanker brands, brand extensions, co-brands, private brands, brand recognition, and brand equity.
    Recognize the importance of effective brand and product positioning, and utilize the strategies that help establish a positive position.
    Exercise 1: Papa John's Pizza: An Integrated Marketing Communications Approach
    The Papa John's story is used as an example of a firm that was able to develop a totally integrated approach to marketing communications. Advertising, location, staff, menus, delivery trucks, and other components of the company's approach to the marketplace demonstrate the firm's commitment to one unified theme centered on quality.
    Visit the site: http://www.papajohns.com/pj_story/index.htm to learn more how this plan to rescue a failing tavern has moved to nearly 3000 restaurants in 49 states and 20 international markets. Papa John's also owns or franchises 100+ Perfect Pizza restaurants in the United Kingdom.
    Re-read pages 2 & 3 of your text for a description of this enterprise from a marketing perspective.
    You will have 20 minutes to complete your reading and prepare for the class discussion to follow.
    Questions for Students:
    Do you agree with the textbook’s assessment of Papa John’s? Does the company present a clear message?
    Can you name another food chain with an equally effective message and voice? Are there other companies in other industries with similar strengths in the area of marketing communications?
    OVERVIEW:
    The global marketplace consists of an increasingly complex arena of competitors within a rapidly changing international environment. A wide variety of venues beckon company leaders to invest their advertising and marketing dollars as the number and types of ways to reach out to customers continually increases.
    In the face of these sophisticated and cluttered market conditions, firms endeavor to be heard. Two important consequences emerge from this turbulent new marketing context. First, the issue of accountability has become a primary concern to advertising agencies and for company leaders that hire those agencies. Currently, company leaders recognize that they cannot simply spend unlimited dollars on marketing and advertising programs. The funds must be spent wisely, and marketing managers increasingly demand tangible results from their advertising efforts. Thus, a marketing campaign must yield measurable gains in sales, brand awareness, or customer loyalty in order to be considered successful.
    There has been a change in the nature of the job of account executive. With increasing demands for accountability, the advertising or marketing account manager is now on the " hot seat." He or she must respond to the more careful scrutiny placed on individual marketing efforts. As a result, the increased responsibility has generated a new " job description" for the account manager. Rather than simply serving as a go-between working with the people who prepare commercials and the company, the account manager is increasingly expected to be involved in the strategic development of the marketing plan, and to make sure efforts are garnering tangible results.
    Previously, creatives were often the most visible individuals in a promotional efforts. Creatives have seen their roles change as well, particularly in this era in which attracting attention to a company, product, or service is such a difficult task. Creatives are being asked to contribute to the strategic marketing direction of the firm, to develop effective advertisements, and to share accountability (both in terms of rewards given as bonuses and lost accounts when campaigns fail) with the account manager.
    The third person facing issue of increased accountability is the brand or product manager. When sales of a brand slow down, it becomes the responsibility of the brand manager to find ways to boost them. He or she also must coordinate efforts with others so that every marketing endeavor used to promote the brand speaks with one voice. The brand manager must work diligently to make sure the advertising agency, the trade promotion specialist, the consumer promotion specialist, and any other individual or agency involved conveys the same message to customers. The brand manager must be a master at organizing the activities of many individuals while integrating each marketing campaign.
    I.Communication and IMC Programs
    INSTURCTOR NOTE: Have the students turn to Communication Model resource
    The Communications Model
    For this model, I take my cue from the Internet and the computer revolution itself, because it is a superset of almost everything else. Telecommunication engineers and other people who deal with the technical aspects of communication have created a very common model of communication that has six components, which are a sender, an encoder, a medium, a decoder, a receiver, and a message, as in figure 10.
    Figure 10: Standard Communication Model
    The parts of this model are as follows:
    Sender: The sender is what or who is trying to send a message to the receiver.
    Encoder: In the general case, it is not possible to directly insert the message onto the communications medium. For instance, when you speak on the telephone, it is not possible to actually transmit sound (vibrations in matter) across the wire for any distance. In your phone is a microphone, which converts the sound into electrical impulses, which can be transmitted by wires. Those electrical impulses are then manipulated by the electronics in the phone so they match up with what the telephone system expects.
    Message: Since this is a communication engineer's model, the message is the actual encoded message that is transmitted by the medium.
    Medium: The medium is what the message is transmitted on. The phone system, Internet, and many other electronic systems use wires. Television and radio can use electromagnetic radiation. Even bongo drums can be used as a medium (http://eagle.auc.ca/~dreid/overview.html).
    Decoder: The decoder takes the encoded message and converts it to a form the receiver understands, since for example a human user of the phone system does not understand electrical impulses directly.
    Receiver: The receiver is the target of the message.
    Communication is defined as transmitting, receiving, and processing information. The parts of a communications model include:
    1.Sender - the person(s) attempting to deliver a message or idea.
    2.Encoding processes - the verbal (words, sounds) and nonverbal (gestures, facial expression, posture) cues which the sender utilizes in dispatching the message.
    3.Transmission device - all of the items which carry the message from the sender to the receiver.
    4.Decoding - takes place when the receiver employs any set of his or her senses (hearing, seeing, feeling, etc.) in the attempt to capture the message.
    5.Receiver - the intended audience for a message.
    6.Feedback - information the sender obtains from the receiver regarding the receiver's perception or interpretation of a message.
    Noise - anything that distorts or disrupts a message.
    EXERCISE 2:
    How do companies integrate their ads with their Web sites? Go to the group assigned by your instructor and access the links provided. Compare the appearance and content of he Web site to the shoe advertisements show both on the site and in your textbook on page 6. Using the communication model presented in figure 1.1, examine how well they communicate to consumers accessing their site.
    Group One:
    Reebok (http://www.reebok.com )
    New Balance (http://www.newbalance.com)
    Group Two:
    Asics (http://www.asicstiger.com)
    Skechers (http://www.skechers.com)
    YOU WILL HAVE 30 MINUTES TO COMPLETE THIS EXERCISE
    II.Integrated Marketing Communications
    Integrated Marketing Communications is the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program, which maximizes the impact on consumers and other end-users at a minimal cost. This integration affects a firm's entire business-to-business, marketing channel, customer-focused, and internally directed communications.
    INSTRUCTOR NOTE: Direct the students to the two links, briefly discuss each of the items
    Lesson Resource 1: Marketing Mix and Promotion Mix
    http://www.netmba.com/marketing/mix/
    The marketing mix consists of:
    *products
    *pricing systems
    *distribution systems
    *promotional programs
    http://www.marketingteacher.com/Lessons/lesson_promotion.htm
    The promotions mix consists of:
    *personal selling
    *Sales promotion
    *Public Relations
    *Direct mail
    *Trade Fairs and Exhibitions
    * Advertising
    *Sponsorship
    The four elements of the marketing mix must blend together to present a unified message.
    III.An Integrated Marketing Communications Plan
    Figure 1-4 lists the primary steps required to complete a marketing plan. They include:
    *situational analysis (examining problems and opportunities in the organization's external environment and strengths and weaknesses in the firm itself)
    *defining marketing objectives (sales, market share, competitive position, and customer actions desired)
    *budget preparation
    *finalize marketing strategies
    *evaluation of performance.
    INSTRUCTOR NOTE: Use the following example to illustrate.
    Let me show you an example of this model applied to one of the most common Internet operations, a search engine query. Let's call the search engine S (for Search engine) and the person querying the engine P (for person). Let's assume P is already on the search engine's home page and is about to push ``submit search''.
    P (as sender) opens a connection to S (as receiver) via the Internet (the medium). P sends the search request (the message).
    S, which exists for the sole purpose of searching the Internet in response to such requests, accepts the connection, receives the request and begins processing it. In the past, the search engine has read a lot of web pages. It puts together the results and creates a new connection to P, who is now the receiver, using the Internet. It sends back the results.
    Technical people will note at this point that the same ``network connection'' is used, as TCP is both send and receive, so no new ``network connection'' is ever created. This is true on a technical level, but from this model's point of view, there is a new ``connection''; what constitutes a ``connection'' does not always match the obvious technical behaviors.
    On most search engine pages with most browsers, you'll also repeat this step for each graphic on the results page, loading a graphic that's on the page. In this case, the person P is the sender for the first connection, the company running the search engine S is the receiver for the first connection, and the medium is everything in between, starting at P's computer and going all the way to the search engine itself.
    This model does not just apply to the Internet and computer-based communication. It applies to all communication. When you buy a newspaper, the newspaper is the medium, and the sender is the publisher. When you watch television, the television is the medium, and the television program station is the sender. When you talk to somebody, the air is the medium and the speech is the message. This is a very general and powerful model for thinking about all forms of communication.
    An Integrated Marketing Communications Plan
    Figure 1.4—Lists the primary steps required to complete a marketing plan. They include:
    Situational analysis (examining problems and opportunities in the organization’s external environment and strengths and weaknesses in the firm itself).
    Defining marketing objectives (sales, market share, competitive position, and customer actions desired).
    Budget preparation.
    Finalizing marketing strategies.
    Evaluation of performance.
    Exercise 3: Information Sources
    Information is one key to developing a successful integrated marketing communications program. Two valuable sources for marketers are web sites of NOP World and Brandera.com. Go to the group assigned by your instructor, review the articles presented and prepare a summary for class discussion to follow.
    GROUP ONE:
    NOP World is a top-ten market research power, uniting some of the most renowned US and European research firms into a single global organization.  By unifying our businesses under a common identity, NOP World adds even greater value to the leading research and consulting companies trusted for decades:  Allison-Fisher…Mediamark Research Inc.…Market Measures/Cozint…NOP Research Group…NOP World Healthcare…RoperASW…RoperNOP Consulting…and Strategic Marketing Corporation. 
    .
    PopUps- The End of an Era?
    http://www.nopworld.com/news.asp?go=news_item&key=54
    Teens and cell phones
    http://www.nopworld.com/news.asp?go=news_item&key=151
    GROUP TWO: Brandera.com
    Dale & Thomas Popcorn
    http://www.netsuite.com/portal/customers/cs_dalethomaspopcorn.shtml
    Glass Dimensions, Inc
    http://www.netsuite.com/portal/customers/cs_glassdimensions.shtml
    YOU WILL HAVE 30 MINUTES TO COMPLETE THIS EXERCISE.
    CHAPTER 2: Corporate Image and Brand Management
    Overview:
    One of the most critical ingredients in the successful development of an Integrated Marketing Communications plan is effective management of an organization’s image. The first part of this chapter examines the many facets of managing a corporation’s image. The second part addresses the issues associated with developing and promoting the various forms of brand names. Brand names, company logos, packages, and labels are closely tied to a firm’s image. The third part of this lesson is a presentation of market positioning strategies through brand and corporate image management.
    The Corporate Image
    Effective marketing communication begins with the establishment of a clearly defined corporate image, which summarizes what the company stands for as well how they are positioned in the market place.
    Components of a Corporate Image
    Consumers see many things as they encounter a company or organization. The components of a corporate image include:
    Products
    Personnel
    Retail outlets
    Servicing
    Advertisements
    Publicity
    The Role of a Corporate Image—Consumer Perspective
    From a consumer’s perspective, the corporate image serves several useful functions. These include:
    Assurance regarding purchase decisions of familiar products in unfamiliar settings
    Assurance concerning purchases where there is little previous experience
    Reduction of search time in purchase decisions
    Psychological reinforcement and social acceptance
    The Role of a Corporate Image—Business-to-Business Perspective
    Corporate image is crucial element of the business-to-business marketplace. Purchasing from a well-known company reduces the feelings of risk, which are part of the buying process.
    Brand image is especially important when expanding internationally.
    Figure 2.1—Highlights the tangible and intangible elements of corporate image.
    The Role of a Corporate Image—Company Perspective
    From the viewpoint of the firm itself, a highly reputable image generates many benefits. These include:
    Extension of positive consumer feelings to new products
    The ability to charge a higher price or fee
    Consumer loyalty leading to more frequent purchases
    Positive word-of-mouth endorsements
    The ability to attract quality employees
    More favorable ratings by financial observers and analysts
    Promoting the Desired Image
    In making decisions about the image to be projected, marketers should remember four things:
    The image being projected must be an accurate portrayal of the firm and coincide with the products and services being sold.
    Reinforcing or rejuvenating a current image that is consistent with the view of consumers is easier to accomplish than changing an image that is well established.
    It is difficult to change the images people hold regarding a given company.
    Any negative or bad press can quickly destroy an image that took years to build. Re-establishing or rebuilding the firm’s image takes a great deal of time.
    Creating the Right Image
    In each industry, the right image is one that reaches all target markets and conveys a clear message regarding the unique nature of the organization and its products.
    Rejuvenating an Image
    Reinforcing or rejuvenating a current image that is consistent with the view of consumers is easier to accomplish than changing a well-established image.
    Rejuvenating an image helps a firm sell new products and can attract new customers.
    Exercise 4: Radio Shack: You’ve Got Questions – We’ve Got Answers
    An example of an organization that has successfully rejuvenated it’s image is Radio Shack. As technology has become more sophisticated, it has only become more “mystical” to a large number of consumers, and Radio Shack is in the business of technology. Therefore it was important to demystify that technology for average people. Go to the link: http://www.radioshack.com/ and look for clues that help the company reach people who want the advantages of new technologies but are at the same time intimidated by them.
    You have 15 minutes to complete this exercise.
    Changing an Image
    Because it is very difficult to change the images people hold regarding a given company, leaders must carefully consider:
    What they wish to change
    Why they wish to make a change
    How they intend to accomplish the task
    Conveying an Image to Business Customers
    Corporate advertising sends important signals to other businesses. Image advertising helps build a reputation not only with the general public, but also with other firms.
    Corporate image advertising should be aimed at three constituencies:
    Opinion formers (customers, politicians, investors)
    Employees
    Other businesses
    Exercise 5: Corporate Names and Logos
    A corporate name is the overall banner under which all other operations occur.
    Go to http://www.biznamingcentral.com/names.html to read about corporate naming process.
    Exercise: Corporate Logos
    A critical corollary to the corporate name is the corporate logo. Both must be carefully chosen, be compatible, and say the correct thing about the company.
    Quality logos and corporate names should meet four tests.
    They should be easily recognizable.
    They should be familiar.
    They should elicit a consensual meaning among those in the firm’s target market.
    They should evoke positive feelings.
    Now turn to the story of the swosh http://www.nike.com/nikebiz/nikebiz.jhtml?page=5&item=origin
    Logos are especially important for in-store shopping. To be advantageous the logo should pass two tests:
    Consumers must remember seeing the logo in the past
    The logo must remind consumers of the brand or corporate name
    The notion that a logo can elicit a consensual meaning among customers is known as stimulus codability.
    Branding
    A brand name develops strength in the marketplace when many consumers choose the brand because it is salient, memorable, and noteworthy to them.
    IMPLICATIONS FOR BRAND MANAGERS AND
    PUBLICITY DEPARTMENTS
    Note the tricky relationship between a strong corporate image and bottom line profits. In other words, be aware that it is difficult to use numbers to express the value of an effective image in an era where accountability is such a major concern.
    Recognize the value of the following items:
    An identifiable company logo
    A brand name that generates both recall and a favorable impression
    Quality family brands
    Brand equity
    Effective use of private labels
    Study the company’s position, and the position of each individual product. Use the attributes of price, competition, use, quality, users, product class, or cultural symbols to identify the position that the company and its products hold. Then, make decisions about the following issues:
    Is this position where we thought we were?
    Is this the position we want?
    If we intend to change our position, where do we aspire to be?
    Which tactics will move the company and its products to the correct, appropriate, or desired position?
    LAB DAY One
    READ: Chapters 1, 2, 3, and 4
    STUDY: Chapters 1 and 2
    Complete the following exercises in a word processed document and upload your responses into Moodle.
    Chapter 1. Go to http://cwx.prenhall.com/bookbind/pubbooks/clow/chapter1/essay2/deluxe-content.htm and complete the exercise Critical Thinking.