Integrated marketing communications Olu Akanmu

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Integrated Marketing Communications, Sponsorship, Message Copy Strategy, Media, PR, Sales Promotion playing like an orchestra

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Integrated marketing communications Olu Akanmu

  1. 1. Integrated Marketing Communications Blog address http://olusfile.blogspot.com Olu Akanmu FEB 2003 www.olusfile.blogspot.com
  2. 2. Communication Models  5 W Model  What do we want to say?  Who do we want to say it to?  Who can say it credibly and believably?  What channel do we to use to say what we want to say?  How shall we know that the communication has been successful? What is our desired response to the message? Olu Akanmu 2003 http://olusfile.blogspot.com
  3. 3. Setting the Communication Objectives  Response – Hierarchy Models (AIDA, AIETA etc)  Cognitive  the consumer learns something  Affective  what the consumer learns changes his attitude to the product rationally and if possible emotionally  Behavioral  the positive change in consumer attitude towards the product elicits a desired response e.g. purchase, recommendation etc  Relate stages to learning in consumer behavior section Olu Akanmu 2003 http://olusfile.blogspot.com
  4. 4. Setting Objectives - Hierarchy of Effects Model  Awareness  Who are you? (e.g 90%)  Knowledge (80%?)  We know you and now what you can do for us  Liking  We feel good about this product (70%?)  Preference (55% ?)  I like you but I also like someone else. Relate, talk to me in a way that will make me prefer you  Conviction (40%?)  I prefer you but I don’t necessarily what to buy you  Purchase (30%?)  I must buy you now. I need you now. I cant do without buying and using you now Olu Akanmu 2003 http://olusfile.blogspot.com
  5. 5. Message Design  Content  Unique or Emotional Selling Proposition  Rational  Performance, value, quality, economy  Emotional appeal  Love, status, joy, ego  Fear, guilt, shame  Structure  Conclusion drawing, ambiguity, two sided arguments, primacy and recency effects  Format  Print layouts, colors, pace, mood  Source  Credibility, believability, trustworthiness, expertise, someone like me Olu Akanmu 2003 http://olusfile.blogspot.com
  6. 6. Media Selection  The message is the medium  Personal channels  Very effective where target audience is small  Personal Selling  Advocacy  Expert presentations  Non-personal  Mass media  Good for large mass audience but not good for small audience.  Everything does not have to be TV, press and radio Olu Akanmu 2003 http://olusfile.blogspot.com
  7. 7. Communication Mix  Advertising  Personal Selling  Sales Promotion  Public Relations  Sponsorship and Events  Direct Marketing  Customer Relationship Management Programs Olu Akanmu 2003 http://olusfile.blogspot.com
  8. 8. Integrated Marketing Communications  “…The individual elements of the communication mix may work moderately by themselves, but the effects are much stronger when managers orchestrate multiple communication tools into coordinated programs…”  Terence Shimp Olu Akanmu 2003 http://olusfile.blogspot.com
  9. 9. Advertising  Role  Informs, creates brand image, persuades, remind, add value and assist other communications efforts  What should be the advertising message?  BIG IDEA- Positioning, USP, ESP, Image  Simplicity, Clarity  Single-mindedness  Refreshing and unexpected  Desired brand personality Olu Akanmu 2003 http://olusfile.blogspot.com
  10. 10. Advertising- Execution Styles  Straight and Factual Message  Scientific/ Technical Evidence  Demonstration  Comparison  Dramatization  Humor  Slice of Life  Problem-solution  Testimonials  Animation  Personality Symbols  Fantasy  Combinations Olu Akanmu 2003 http://olusfile.blogspot.com
  11. 11. Media Planning in Advertising  Reach  The number of different audience exposed at least once to a media vehicle in a given period of time  Frequency  The number of times the receiver is exposed to the media vehicle in a given period  Gross Rating Point (GRP)  Reach x Frequency  Media mix  What media combination delivers the optimally the reach and frequency objectives?  Cost per thousand  Cost per rating point  What media best support the creative strategy?  What specific media program? Olu Akanmu 2003 http://olusfile.blogspot.com
  12. 12. Public Relations  “..The management function which evaluates public attitudes, identifies the policies and procedures of an organization with public interest and execute the program to earn public understanding and acceptance” … Kotler/ Mindak  High Credibility  No visible identified sponsor like advertising  Cost effective (Multichoice)  Avoidance of clutter  Lead generation  Image and reputation Olu Akanmu 2003 http://olusfile.blogspot.com
  13. 13. Sponsorship and Events  Sponsorship or association with a property helps to build brand personality.  Sponsorship or events could create brand experience that touches all the human sensories beyond the “ look and feel” of advertising.  Touch the brand, feel, smell, use etc  It is not social responsibility or charity. It is for building brand equity Olu Akanmu 2003 http://olusfile.blogspot.com
  14. 14. Choosing a Sponsorship Property (Mava Hefler)  Is the event consistent with the brand image?  Does the event offer a strong likelihood of reaching the target audience?  Is the event one that the competitor has previously sponsored? Is it me-tooistic and confusing the sponsor’s identity?  Is the event cluttered?  Does it complement existing sponsorship and other marketing comm. Program?  Is the event economically viable? Olu Akanmu 2003 http://olusfile.blogspot.com
  15. 15. Sales Promotion  Characteristics  Attention grabbing  Information  Offer or Incentive  Invitation and call to action  Consumer or Trade Promotion  Sales Promotion Structure  Size of incentive  Conditions of participation  Mechanics  Duration  Distribution vehicle  Timing Olu Akanmu 2003 http://olusfile.blogspot.com
  16. 16. Direct Marketing  “an interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location..” DMA  Catalog Marketing  Direct Mail  Telemarketing  Television Direct- Response Marketing  Radio, Magazine, Newspapers DR  Electronic Shopping Olu Akanmu 2003 http://olusfile.blogspot.com
  17. 17. Determining the Communications Budget  Affordable method  Percentage of Sales  Competitive Parity  Objective and Task Method Olu Akanmu 2003 http://olusfile.blogspot.com
  18. 18.  Thank you Olu Akanmu 2003 http://olusfile.blogspot.com

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