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MK261 Lecture week 7 Integrated Marketing Communication
Objectives & Reading <ul><li>Understand the importance of planned, integrated communications in a marketing context. </li>...
Definitions…….. <ul><li>Communication  is: “Imparting or exchange of information by message or otherwise” Pocket Oxford Di...
IMC is………… <ul><li>‘ a process which involves the management and organisation of all agents in the planning, implementatio...
What communicates? <ul><li>The promotional activities e.g. advertising </li></ul><ul><li>Also…….. </li></ul><ul><ul><li>Th...
Marketing Mix and Communications <ul><li>All of the marketing mix elements (P’s) communicate </li></ul><ul><li>PRODUCT: br...
The IMC Mix <ul><li>Also known as: </li></ul><ul><ul><li>The Promotional Mix </li></ul></ul><ul><ul><li>The Marketing Comm...
Key Tools for Marcomms Strategy  <ul><li>ADVERTISING: non-personal communication paid for by a sponsor </li></ul>
Key Tools for Marcomms Strategy <ul><li>PERSONAL SELLING: Face to face (or one to one) communication </li></ul>
Key Tools for Marcomms Strategy <ul><li>SALES PROMOTION: incentives to stimulate quick buyer action </li></ul>
Key Tools for Marcomms Strategy <ul><li>PUBLIC RELATIONS: establishing and maintaining a positive image of a company or br...
Key Tools for Marcomms Strategy <ul><li>DIRECT MARKETING: this is both a medium and an offer to purchase </li></ul>
More key definitions <ul><li>PACKAGING: the ‘silent salesperson’! It performs a selling and information job for self selec...
More key definitions <ul><li>E-MARKETING: interactive marketing, using new media such as computers, mobile phones etc. </l...
More key definitions <ul><li>CORPORATE IDENTITY: the way an organisation presents itself to a variety of audiences </li></ul>
Objectives <ul><li>Where do we want to be? </li></ul><ul><li>Objectives need to be set specifically for marketing communic...
SMARRTT objectives  <ul><li>S specific </li></ul><ul><li>M measurable </li></ul><ul><li>A achievable </li></ul><ul><li>R r...
Objectives <ul><li>Marketing  objectives tend to focus on  sales, market share, launching new products  e.g. to increase s...
Understanding the communication process <ul><li>There is no one model or theory about how communication works </li></ul><u...
Communications Model <ul><li>Most models of the process contain these key components (see p.632 B & P) </li></ul><ul><li>K...
Strong and weak theories (1) <ul><li>Strong theory (B & P p. 643) suggests that advertising has an important role in affec...
Sequential or Hierarchy Models <ul><li>Also known as Learn-Feel-Do models </li></ul><ul><li>Useful for explaining the role...
AIDA <ul><li>Learn Attention </li></ul><ul><li>Interest </li></ul><ul><li>Feel </li></ul><ul><li>Desire </li></ul><ul><li>...
Strong and weak theories (2) <ul><li>Weak theory reduces advertising to a more minor role </li></ul><ul><li>Suggests consu...
Push vs. Pull strategy <ul><li>Push and Pull (see B & P p. 641)  are alternative communications strategies:  </li></ul><ul...
Thank you for Listening!! Any Questions?
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Jc Mk261 Imc Presentation

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Jc Mk261 Imc Presentation

  1. 1. MK261 Lecture week 7 Integrated Marketing Communication
  2. 2. Objectives & Reading <ul><li>Understand the importance of planned, integrated communications in a marketing context. </li></ul><ul><li>Appreciate the variety and scope of marketing communications objectives. </li></ul><ul><li>Explain the use of promotional tools in the communications process </li></ul><ul><li>Reading: B & P Chapter 14 </li></ul>
  3. 3. Definitions…….. <ul><li>Communication is: “Imparting or exchange of information by message or otherwise” Pocket Oxford Dictionary </li></ul><ul><li>Marketing Communications is: &quot;A management process through which an organisation enters into dialogue with its various audiences” Fill 2006 </li></ul><ul><li>A Marketing Communications Mix is: &quot;A set of tools which can be used in different combinations… in order to communicate with an audience” Fill 2006 </li></ul>
  4. 4. IMC is………… <ul><li>‘ a process which involves the management and organisation of all agents in the planning, implementation and control of all marketing communications contacts, media, messages and promotional tools focused at selected target audiences in such a way as to derive the greatest economy, efficiency, effectiveness, enhancement and coherence of marketing communications effort in achieving predetermined product and corporate marketing communications objectives’ </li></ul><ul><li>Picton and Broderick in B & P (2006) p. 632 </li></ul>
  5. 5. What communicates? <ul><li>The promotional activities e.g. advertising </li></ul><ul><li>Also…….. </li></ul><ul><ul><li>The marketing mix e.g. product </li></ul></ul><ul><ul><li>The organisational brand e.g. Nestle </li></ul></ul><ul><ul><li>The product brand image e.g. KitKat </li></ul></ul><ul><ul><li>Staff </li></ul></ul><ul><ul><li>The Retail environment </li></ul></ul>
  6. 6. Marketing Mix and Communications <ul><li>All of the marketing mix elements (P’s) communicate </li></ul><ul><li>PRODUCT: brand name, packaging, quality, ingredients etc </li></ul><ul><li>PRICE: price+quality=value; price perceptions (psychological pricing) </li></ul><ul><li>PLACE: retail image; promotion; retail brand </li></ul><ul><li>PEOPLE: retail and sales staff; customer service </li></ul><ul><li>PROMOTION: the PROMOTION/IMC mix </li></ul>
  7. 7. The IMC Mix <ul><li>Also known as: </li></ul><ul><ul><li>The Promotional Mix </li></ul></ul><ul><ul><li>The Marketing Communications Mix </li></ul></ul><ul><li>Consists of a variety of ‘tools’ with which to communicate with target audiences </li></ul><ul><li>Can be mass or personal communication </li></ul><ul><li>Can be paid for or ‘free’ </li></ul>
  8. 8. Key Tools for Marcomms Strategy <ul><li>ADVERTISING: non-personal communication paid for by a sponsor </li></ul>
  9. 9. Key Tools for Marcomms Strategy <ul><li>PERSONAL SELLING: Face to face (or one to one) communication </li></ul>
  10. 10. Key Tools for Marcomms Strategy <ul><li>SALES PROMOTION: incentives to stimulate quick buyer action </li></ul>
  11. 11. Key Tools for Marcomms Strategy <ul><li>PUBLIC RELATIONS: establishing and maintaining a positive image of a company or brand </li></ul>
  12. 12. Key Tools for Marcomms Strategy <ul><li>DIRECT MARKETING: this is both a medium and an offer to purchase </li></ul>
  13. 13. More key definitions <ul><li>PACKAGING: the ‘silent salesperson’! It performs a selling and information job for self selection products </li></ul>
  14. 14. More key definitions <ul><li>E-MARKETING: interactive marketing, using new media such as computers, mobile phones etc. </li></ul>
  15. 15. More key definitions <ul><li>CORPORATE IDENTITY: the way an organisation presents itself to a variety of audiences </li></ul>
  16. 16. Objectives <ul><li>Where do we want to be? </li></ul><ul><li>Objectives need to be set specifically for marketing communications </li></ul><ul><li>They will be derived from the marketing objectives (marketing plan) </li></ul><ul><li>Each promotional tool will also need specific objectives </li></ul><ul><li>Objectives should be SMARRTT </li></ul>
  17. 17. SMARRTT objectives <ul><li>S specific </li></ul><ul><li>M measurable </li></ul><ul><li>A achievable </li></ul><ul><li>R realistic </li></ul><ul><li>R relevant </li></ul><ul><li>T targeted </li></ul><ul><li>T timed </li></ul>
  18. 18. Objectives <ul><li>Marketing objectives tend to focus on sales, market share, launching new products e.g. to increase sales by 10% </li></ul><ul><li>Marcomms objectives focus on how the marketing objectives can be achieved e.g. to increase sales you may have to make more people aware of your product, or persuade them to buy by designing a special offer/sales promotion </li></ul>
  19. 19. Understanding the communication process <ul><li>There is no one model or theory about how communication works </li></ul><ul><li>Here is a useful selection! </li></ul>
  20. 20. Communications Model <ul><li>Most models of the process contain these key components (see p.632 B & P) </li></ul><ul><li>Kitchen 1993 </li></ul>
  21. 21. Strong and weak theories (1) <ul><li>Strong theory (B & P p. 643) suggests that advertising has an important role in affecting consumers </li></ul><ul><li>It can be used to effect a change in: </li></ul><ul><ul><li>Knowledge </li></ul></ul><ul><ul><li>Attitudes </li></ul></ul><ul><ul><li>Beliefs </li></ul></ul><ul><ul><li>Behaviours </li></ul></ul><ul><li>Believes advertising can ‘persuade’ consumers, through a sequential/hierarchical process </li></ul>
  22. 22. Sequential or Hierarchy Models <ul><li>Also known as Learn-Feel-Do models </li></ul><ul><li>Useful for explaining the role of advertising in certain buying situations </li></ul><ul><ul><li>Problem solving </li></ul></ul><ul><ul><li>Involves learning about choices/options </li></ul></ul><ul><ul><li>Requires testing/trial before purchase </li></ul></ul><ul><ul><li>E.g. car </li></ul></ul><ul><li>Not all decisions are learn-feel-do so doesn’t always apply </li></ul>
  23. 23. AIDA <ul><li>Learn Attention </li></ul><ul><li>Interest </li></ul><ul><li>Feel </li></ul><ul><li>Desire </li></ul><ul><li>Do Action </li></ul>
  24. 24. Strong and weak theories (2) <ul><li>Weak theory reduces advertising to a more minor role </li></ul><ul><li>Suggests consumers buy brands because of their prior experiences and knowledge, so advertising is one of many influences on consumers </li></ul><ul><ul><li>i.e. consumers are more likely to buy a brand because they have bought it before than because they have seen an advert </li></ul></ul><ul><li>Suggests advertising is not the ‘catalyst’ of behaviour that some believe; more likely to act as a reinforcer/reminder </li></ul>
  25. 25. Push vs. Pull strategy <ul><li>Push and Pull (see B & P p. 641) are alternative communications strategies: </li></ul><ul><li>Marketer  Intermediary  Consumer (push) </li></ul><ul><li>Marketer  Intermediary  Consumer (pull) </li></ul>
  26. 26. Thank you for Listening!! Any Questions?

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