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Marketing Communication-3 - Integrated MarCom (IMC)
 

Marketing Communication-3 - Integrated MarCom (IMC)

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    Marketing Communication-3 - Integrated MarCom (IMC) Marketing Communication-3 - Integrated MarCom (IMC) Presentation Transcript

    • Marketing Communication Integrated Marketing Communication Part THREE out of Four Danny Abramovich Marketing Plan Specialist 1 www.marketingPlanNOW.com Integrated MarCom
    • Course Introduction, Main Topics Background: CB ü Human Communication ü Marketing Communication ü Creativity ü Integrated MarCom Global IMC 2 www.marketingPlanNOW.com Integrated MarCom
    • 4. Integrated MarCom4Definition Integrated MarCom is . . . Speaking with one voice! Integrated MarCom Plan is . . . Learning how to speak with one voice! 0. Background: CB 3. Creativity 3 www.marketingPlanNOW.com MarCom 1. Communication 4. Integrated Integrated MarCom 2. MarCom 5. Global IMC
    • 4. IMC4Definition A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency and maximum communications impact. 4 www.marketingPlanNOW.com Integrated MarCom
    • 4. IMC4Objectives 1 out of 2 The primary goal of an IMC program is to support perceptual values: Vc = Value to customer QP + QS + I Qp = Quality of product VC = T .c .o Qs = Quality of service I = Image and status T.c.o = Total cost of ownership 5 www.marketingPlanNOW.com Integrated MarCom
    • 4. IMC4Objectives 2 out of 2 The primary goal of an IMC program is to communicate. Planning should be based on communication objectives such as brand awareness, knowledge, interest, attitudes, image and purchase intention. Note:Sales are a function of many factors, not just advertising and promotion! 6 www.marketingPlanNOW.com Integrated MarCom
    • 4. IMC4Who? Parties in the IMC Process? Ø Advertiser or Client Ø MarCom Specialists: § Direct Marketing Agencies Ø Advertising Agency § Sales Promotion Agencies Ø Media Organizations § Interactive Agencies Ø Collateral Services § Public Relations Firms 7 www.marketingPlanNOW.com Integrated MarCom
    • 4. IMC4Who? Services of an advertising agency Ø Account services § The link between agency and client Ø Marketing services § Research department § Media department Ø Creative services Copywriters, designers, other specialists 8 www.marketingPlanNOW.com Integrated MarCom
    • 4. IMC4Who? Who is the integrator of MC . . . ? Account Manager Traffic Coordinator Media Planner Creative Copywriter 9 www.marketingPlanNOW.com Integrated MarCom
    • 4. IMC4Who? 4 Account Manager Account Manager serve as Traffic Coordinator a liaison between the client Media Planner and the various departments Creative of an advertising agency. Copywriter Account Managers coordinate all activities provided by each of the departments in order to offer the client the best service possible. 10 www.marketingPlanNOW.com Integrated MarCom
    • 4. IMC4Who? Account Manager The Traffic Coordinator is 4 Traffic Coordinator responsible for coordinating, Media Planner developing timetables, Creative meeting deadlines, obtaining Copywriter approvals at each stage of the ad development process and overseeing all aspects of the production of an ad. 11 www.marketingPlanNOW.com Integrated MarCom
    • 4. IMC4Who? Account Manager Media Planners are Traffic Coordinator Responsible for the evaluation 4 Media Planner and selection of media as well Creative as the development of the Copywriter media plan. The Media planner will suggest a plan of action for the client. In many agencies the Media Planner purchases the media. 12 www.marketingPlanNOW.com Integrated MarCom
    • 4. IMC4Who? Account Manager The Creative Director is a Traffic Coordinator skilled professional who has Media Planner the know-how to manage an 4 Creative entire creative staff. The Copywriter Creative Director is responsible for all aspects of producing an ad, including the copyrighting, design and commercial production. 13 www.marketingPlanNOW.com Integrated MarCom
    • 4. IMC4Who? Account Manager Traffic Coordinator Media Planner 4 Creative Copywriter 14 www.marketingPlanNOW.com Integrated MarCom
    • 4. IMC4Who? Account Manager Traffic Coordinator Media Planner 4 Creative Copywriter 15 www.marketingPlanNOW.com Integrated MarCom
    • 4. IMC4Who? Account Manager Traffic Coordinator Media Planner 4 Creative Copywriter 16 www.marketingPlanNOW.com Integrated MarCom
    • 4. IMC4Who? Account Manager Traffic Coordinator Media Planner 4 Creative Copywriter 17 www.marketingPlanNOW.com Integrated MarCom
    • 4. IMC4Who? Account Manager Traffic Coordinator Media Planner 4 Creative Copywriter 18 www.marketingPlanNOW.com Integrated MarCom
    • 4. IMC4Who? Account Manager Traffic Coordinator Media Planner 4 Creative Copywriter 19 www.marketingPlanNOW.com Integrated MarCom
    • 4. IMC4Who? Account Manager Traffic Coordinator Media Planner 4 Creative Copywriter 20 www.marketingPlanNOW.com Integrated MarCom
    • 4. IMC4Who? Account Manager Traffic Coordinator Media Planner 4 Creative Copywriter 21 www.marketingPlanNOW.com Integrated MarCom
    • 4. IMC4Who? Account Manager Traffic Coordinator Media Planner 4 Creative Copywriter 22 www.marketingPlanNOW.com Integrated MarCom
    • 4. IMC4Who? Account Manager A Copywriter is responsible Traffic Coordinator for supplying the copy of an Media Planner ad. For example, in a Creative commercial the copy needed 4 Copywriter is a script. In a magazine, the copy is a headline plus the main body. The copywriter is expected to come up with “catch phrases”. 23 www.marketingPlanNOW.com Integrated MarCom
    • 4. IMC4Who? Account Manager Traffic Coordinator Media Planner Creative Have a break… Have a Kit Kat 4 Copywriter 24 www.marketingPlanNOW.com Integrated MarCom
    • 4. IMC4Who? Account Manager Traffic Coordinator Media Planner Creative 4 Copywriter There are some things money can’t buy It’s everywhere you want to be Don’t leave home without it 25 www.marketingPlanNOW.com Integrated MarCom
    • 4. IMC4Who? Account Manager Traffic Coordinator Media Planner Creative 4 Copywriter 26 www.marketingPlanNOW.com Integrated MarCom
    • 4. Integrated MarCom4 27 www.marketingPlanNOW.com Integrated MarCom
    • 4. Integrated MarCom4 Example of the Commission System 28 www.marketingPlanNOW.com Integrated MarCom
    • 4. IMC4Application Message Decisions •Message strategy •Message execution Objectives Setting Budget Decisions Campaign Evaluation •Communication •Affordable approach •Communication impact objectives •Percent of sales •Sales Impact •Sales objectives •Competitive parity •Objective and task Media Decisions •Reach, Frequency •Media types •Media timing 29 www.marketingPlanNOW.com Integrated MarCom
    • Objectives Budget 4. IMC4Application Message Media Evaluation 1. Basic issue the advertising must address. 2. Communication/ advertising objectives. 3. Target audience (English-speaking). 4. Major theme or unique selling points to communicate. 5. Creative issues (how is the message encoded visually & verbally, appeal). 30 www.marketingPlanNOW.com Integrated MarCom
    • Objectives Budget 4. IMC4Application Message Media Evaluation Select an approach or two for a given budget of EURO 600K • Marginal Approach • Available Funds Approach • Percentage of Sales Approach • Return on Investment Approach • Market Share Approach 31 www.marketingPlanNOW.com Integrated MarCom
    • Objectives Budget 4. IMC4Application Message Media Elements of a Print Ad: Evaluation Headline Visual Body Copy Identification Marks 32 www.marketingPlanNOW.com Integrated MarCom
    • Objectives Budget 4. IMC4Application Message Media Elements of a Print Ad: Evaluation Headline § Attract reader’s attention & interest. § Direct Headline – straightforward about the product. § Indirect Headline – provokes curiosity. Subheads § Smaller than the headline, larger than the copy. § Can be used to break up large amounts of copy. Body copy § The main text portion of a print ad. 33 www.marketingPlanNOW.com Integrated MarCom
    • Objectives Budget 4. IMC4Application Message Media Elements of a Print Ad: Evaluation Visual Elements § Must attract attention! § Communicate idea or image. § Work in synergistic fashion with headline and copy. § Illustrations such as drawings or photos. § Identification marks such as trademarks, logo and brand name. 34 www.marketingPlanNOW.com Integrated MarCom
    • Objectives Budget 4. IMC4Application Message Media Elements of a Print Ad: Evaluation Layout or Format § The physical arrangement of the various elements of a print ad including headline, subheads, body copy, illustrations, and identifying marks. § Decisions include size, color, white space. 35 www.marketingPlanNOW.com Integrated MarCom
    • Objectives Budget 4. IMC4Application Message Media Elements of an Evaluation Electronic or Vocal Ad: Commercials can be planned by using a s t o r y b o a r d format as part of the creative process. 36 www.marketingPlanNOW.com Integrated MarCom
    • Objectives Budget 4. IMC4Application Message Media Inter, Intra and non media Evaluation Inter-media: Vocal (radio) or electronic (TV)? Intra-media: Le Figaro or le Monde? Out-of-home media: Billboards, in-store… Non-media: Direct marketing, PR, exhibitions! Another approach: separate MarCom investments into Messages and Incentives: – Messages = values in the head – Incentives = values in the hand 37 www.marketingPlanNOW.com Integrated MarCom
    • Objectives Budget 4. IMC4Application Message Media Types of Media (Typology) Evaluation Dynamic Impersonal Personal Static 38 Journal ofwww.marketingPlanNOW.com no. 3 Marketing, 1996, vol. 60, Integrated MarCom
    • Objectives Budget 4. IMC4Application Message Media Types of Media (Typology) Evaluation Dynamic Impersonal Personal Static 39 Journal ofwww.marketingPlanNOW.com no. 3 Marketing, 1996, vol. 60, Integrated MarCom
    • Objectives Budget 4. IMC4Application Message Media Basic Media Terminology Evaluation ØPrint Media – Publications: newspapers, magazines, etc. ØMedia Vehicle - The specific message carrier: CNN, etc. ØCoverage - The potential audience that might receive the message through the vehicle. ØFrequency - The number of times the receiver is exposed to the vehicle in a specific ¾ period (quantitative). ØReach - The % of the targeted audience that had the chance to be exposed to the ad in the vehicle at least ones by in a given period of ¾ (qualitative). 40 www.marketingPlanNOW.com Integrated MarCom
    • Objectives Budget 4. IMC4Application Message Media Frequency (F) & Reach (R) Evaluation Ÿ One exposure of an ad to a target group within a purchase cycle has little or no effect! Ÿ The central goal of productive media planning should be to enhance F rather than R! Ÿ An exposure F of two (2) within a purchase cycle is an effective level! Ÿ An ad wear out is not a function of too much F. It is more of a creative or copy problem! 41 www.marketingPlanNOW.com Integrated MarCom
    • Objectives Budget 4. IMC4Application Message Media Media Trends, an example Evaluation Personal Video Recorders such as TIVO may change the way people watch television! DVR – digital video recorder 42 www.marketingPlanNOW.com Integrated MarCom
    • Objectives Budget Message Media Evaluation Satellite Radio may change the way people listen to the medium! www.xm.com www.sirius.com 43 www.marketingPlanNOW.com Integrated MarCom
    • Objectives Budget 4. IMC4Application Message Media Evaluation What is an EXPERT evaluation? 44 www.marketingPlanNOW.com Integrated MarCom
    • Objectives Budget 4. IMC4Application Message Media Evaluation What is an EXPERT evaluation? 45 www.marketingPlanNOW.com Integrated MarCom
    • Objectives Budget 4. IMC4Application Message Media Evaluation The advanced Web evaluation! User Generated Content - UGC by research companies such as 46 www.marketingPlanNOW.com Integrated MarCom
    • Objectives Budget 4. IMC4Application Message Media Evaluation What is a RATING evaluation? Frequency - The number of times the receiver is exposed to the vehicle in a specific time period. Reach - The % of the targeted audience that had the chance to be exposed to the ad in the vehicle at least ones by in a given period of ¾ (Reach+1) GRP - Gross Rating Points, F X R = points 47 www.marketingPlanNOW.com Integrated MarCom
    • Objectives Budget 4. IMC4Application Message Media Evaluation Evaluating COST of media Cost Per Thousand (CPT) The cost to reach one thousand people. Cost of ad space CPT = (absolute cost) X 1,000 Circulation 48 www.marketingPlanNOW.com Integrated MarCom
    • Objectives Budget 4. IMC4Application Message Media Evaluation How to evaluate cost of media? If CPT = The cost to reach thousand people, what is Cost Per Effective Thousand (CPeT)? Cost Per Response (CPR)? Cost Per Effective Response (CPeR)? Gross Impressions is the cumulative number of exposures! 49 www.marketingPlanNOW.com Integrated MarCom
    • Objectives Budget 4. IMC4Application Message Media Age: 30-54 Ÿ Income/ Education: average Evaluation a b c d e f g h i Appear- Net Frequency GRP Reach+3 CPT Gross CPT Total Reach % impressions impressions Budget ences (Reach+1) (000) 10 75.1 2.2 165 25.7 94.8 1,624 43.10 70,000 times % times points % Euro people Euro Euro 10 ¾ of Targeted Rating ¼ of Cost to Accumul Cost of budget/ appear- target audience points target reach -ative 1000 vehicle ences audience exposed audience targeted no. of exposures (day & exposed more than exposed 1000 exposures time) <1 time twice <3 times ind. Freq=1 bXc Freq=3 hXc i/g 50 www.marketingPlanNOW.com Integrated MarCom
    • 4. IMC 51 Next Issue: Global IMC www.marketingPlanNOW.com Integrated MarCom
    • Marketing Communication Integrated Marketing Communication Part THREE out of Four Danny Abramovich Marketing Plan Specialist 52 www.marketingPlanNOW.com Integrated MarCom
    • 4 Chapter keting l mar globa unication com m