2. Lecture Outcome
• Understanding the importance of the IMC
perspective in planning and executing advertising
and promotional programs
• Identify the Tools of IMC
• Apply the various tools of IMC
3. MKT501 MARKETING MANAGEMENT
A) FUNCTIONAL BENEFIT
B) EXPERIENTIAL BENEFIT
C) SOCIAL BENEFIT
D) PSYCHOLOGICAL BENEFIT
Value is the customer's perception of all of the benefits of a product or service weighed
against all the costs of acquiring and consuming it. The mileage of a car would be
considered as a(n)
4. An ad read, Headline-"What's the #1 mouthwash in hospitals? No it's not Listerine or
Crest Scope. It's Cepacol Antibacterial." This advertiser used positioning by:
A) Product class.
B) Product attributes and benefits.
C) Price/Quality.
D) Competitor.
5. 1-5
The Modern World of Marketing
• Rapidly changing media environment
• Mass media losing viewers, readers, listeners
• Digital media targets narrow audience
• Consumers not content to be passive message recipients
• Information now obtained from a myriad of sources
6. 1-6
Definition
American Association of Advertising Agencies (4As) developed
one of the first definitions of integrated marketing
communications defining it as:
“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—for example, general advertising, direct response,
sales promotion, and public relations- and combines these
disciplines to provide clarity, consistency, and maximum
communications impact”.
7. • Integrated marketing communications as the coordination of and
integration of all marketing communication tools within a company,
into a seamless program which maximizes impact of the value
proposition on consumers at a minimal cost.
10. 1-10
Case let
• The primary goal of the “PunchDub” campaign developed by Deutsch LA was to raise awareness of the Volkswagen product line in the North
American market. Volkswagen of America has very aggressive growth plan for this market as the company plans to double sales from
400,000 to 800,000 vehicles by 2018. However, one of the challenges VW faces is that consumers know the VW brand but are not buying
the company’s cars as awareness is very high (nearly 80%) but market share is low (only 2%). And while overall awareness of the
Volkswagen brand name is high, consumers recognize only a few of the VW models such as the Beetle and Jetta. The “PunchDub” campaign
was designed to address this problem and make consumers aware of the other vehicles in the VW product line such as the Passat, Golf, GTI,
Routan, Eos Tiguan, Touareg, and the new CC sedan.
• The campaign was built around the classic Punch Buggy (or Slug Bug) game that many consumers played in the heyday of the original VW
Beetle where the first person to see one of the iconic vehicles would yell “Punch Bug” and playfully slug his or her friend. Deutsch put a new
twist on the game by encouraging consumers to punch someone when they saw any VW model which was a clever way to increase attention
to, and awareness of the VW product line. It is important to note that one of the major benefits of the campaign is that it worked very well
online both through social media and on the Volkswagen web site. An online version of “Punch Dub” also debuted on the popular Facebook
social network site on Super Bowl Sunday which encouraged people to dole out virtual “slugs” to friends and family for a chance to win a
weekly prize (6-month leases on specific VW vehicles listed online) and the grand prize of a new Volkswagen CC sedan. Players could pick
any one of thirteen VW vehicles, customize their punch and choose a Facebook friend to punch. The more friends they punched the better
the chances to winning prize. The game was also available on the Volkswagen of America website and an online guide to the game was also
available which players could use to develop and hone their punching technique.
• The PunchDub campaign was also supported by heavy advertising in traditional media including the Super Bowl where the first TV spot was
one of the most popular commercials to air during the game. Within a few days the commercial had received more than 1 million online
views while the game had 5,000 registered users and nearly 30,000 punches were thrown. The two-month campaign ran for two months
and included outdoor, radio and newspaper advertising as well as an extensive public relations campaign that generated feature articles and
stories in BusinessWeek and The Wall Street Journal as well as in local newspapers and on local television stations across the country. The
campaign was also extended to Volkswagen dealerships as special point-of-sale-kits were developed to promote a National Sales event
called “PunchDubDays” which included special offers on various VW models.
11. What is IMC?
• Integrated Marketing rejects the silo mentality and breaks down the
barriers between departments to embrace holistic marketing.
• Belch(2013), integrated marketing is seen as an approach to create
unified and seamless experience for consumers to interact with the
brand/enterprise.
• It attempts to meld all aspects of marketing communication such as
advertising,sales promotion,public relations, direct marketing, social
media through their respective mix of tactics, methods, channels,
media and activities that work together as unified force.
12. Shift from fragmented to Integrated….
• It is the life of the company and its brands. It's the attempt to inform and persuade, and
remind consumers about the company and its brands, and products.
• Many marketers define scope of marketing communications very narrowly, in a way
limited to advertising.
• Marketing communications actually extend far beyond advertising and include public
relations, event promotions, sponsorships, sales promotions, digital marketing, contact
marketing and so on. To have a systematic approach in planning is critical.
• Need to understand consumers and provide them an offering that satisfies their need.
• Need to insure a consistent message that explains our value for position across all
promotional elements.
• Try to enhance efficiency off these communications by leveraging potential synergies
across different channels.
13. • In the past, the communication with a consumer was through the
established media such as TV, radio, newspapers, and billboards.
• Communication was unidirectional, brands communicated the product
advantage and that was all. The digital revolution has changed everything.
• The consumer is no longer a passive subject. He's informed, he can buy,
recommend, criticize, get together with other consumers, and even literally
kill the communication of a product and the reputation of a brand.
• Now consumers have the power. They want to participate and interact.
Accordingly, the relationship between brands and the consumer has
changed radically. It's not enough to have a good product, consumers want
experience with products.
14. • Experience means something that adds value to their lives.
Something that they can talk about with their friends. Their
relationship with brands is not functional, it's emotional. Hence, it's
important to understand clearly how to connect and engage with
consumers.
• Now, everything is digital, and hence, it's spontaneous and changing
every day.
15. • The latest trend in brand communications to cope with such is
dynamism transmedia storytelling.
• Transmedia story telling is to tell a brand story to our consumers, but
do it in a fluid way, arriving to the consumers through many touch
points in social media.
• For example, organizing an event and communicating it through
Instagram, Facebook, Twitter, radio and online content. The story
should not always be the same, we need to tell different parts of the
story in different ways, in different media. The objective is to pass
from the old paradigm of pushing the target to a new ideal of pulling
the target. And encouraging them to participate in the
communication.
16. IMC INVOLVES AUDIENCE CONTACTS
• • Company created touch points which are planned marketing
communication messages such as advertisements, web sites, news/press
releases, packaging, sales promotion offers and point-of-purchase display.
• • Intrinsic touch points which are interactions that occur with a company or
brand during the process of buying or using a product or service such as
discussion with retail sales personnel or customer service representatives.
• • Unexpected touch points which are unanticipated references or information
about a company or brand that a customer or prospect receives that is beyond
the control of the organization. This includes word-of-mouth messages as well as
information from various media sources.
• • Customer-initiated touch points or interactions that occur whenever a
customer or prospect contacts a company. These contacts often involve inquiries
or complaints that must be handled properly by the company such as through
customer service departments.
17. 1-17
The Growth of Advertising and Promotion
• Integral part of social and economic systems
• Carefully prepared messages delivered
to carefully targeted audiences
• Six-fold increase between 1980 and 2010
• New marketing channels
• Internet ads (banner ads, videos, webisodes)
• Social media
• Mobile marketing
18. 1-18
The Role of Marketing
Advertising &
Promotion
Inform customers of
a product or service
Convince them of its
ability to satisfy their
wants or needs
Help develop and
sustain relationships
Nonprofit
Organizations
Solicit donations
Offer intangible
social and
psychological
satisfactions
19. 1-19
What is Marketing?
The activity, set of institutions, and
processes for…
creating, communicating, delivering,
and exchanging offerings that have…
value for customers, clients, partners,
and society at large
20. 1-20
What is Value?
• Customer’s perception
of all the benefits of a
product or service
• Weighed against
costs of acquiring
and consuming it
• Benefits can be…
• Functional
• Experiential
• Psychological
22. 1-22
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Mass
media
advertising
29. Joy Personal Care's campaign for awareness around
hygiene amongst marginalised communities- ET
30. Source:Kevin Lane Keller (2016) Unlocking the Power of Integrated Marketing Communications: How Integrated Is Your IMC Program?, Journal of Advertising, 45:3, 286-301
31. IMC Outcome based on research
• Tactical IMC outcomes capture those with short-term organizational impact.
Consumers’ responses with a behavioral, image, cognitive or affective component
can be considered tactical, as they stem from short-term transactions and/or
media exposure (Keller 2001; Luxton, Reid, and Mavondo 2015).
• Intermediate IMC outcomes capture those with midrange organizational impact.
Customer information, customer knowledge and customer satisfaction can be
considered intermediate outcomes, as they can be acted upon to longterm,
profitable relationship with customers (Luxton, Reid, and Mavondo 2015; Zahay
et al. 2004).
• Strategic IMC outcomes capture those with organization-wide impact. Brand
value, brand equity, market share and profitability/ROI can be considered
strategic
33. Success Story of IMC
Always #LikeAGirl generated considerable global awareness, achieving
more than 152 million views on YouTube. Why is it so successful as a
typical Content Marketing campaign?
34. Effect of IMC on society
According to Always’ research, 72% of girls feel that society limits them.
And during puberty, a girl’s confidence plummets. To solve this
problem, Always created valuable videos that change the meaning of
“Like A Girl” from an insult to the ultimate compliment!
35.
36.
37. Components of IMC
• For content channels, Always chose YouTube, Facebook, Instagram
and Twitter for releasing and promoting #LikeAGirl videos. Always
also paid influencers to spread videos on the Internet. Always
provided tips and advice for puberty girls, and used Google SEO and
official website to reach their target customers effectively. Moreover,
Always created hashtag #LikeAGirl to encourage its target customers
to share their unstoppable stories and engage with the brand on
social media.On Always official website, there is a community section
for discussion and events about building girls confidence.
38. Conclusion
Always creates a Kingdom for puberty girls, empowering them with
valuable content and reaching them through effective channels. That’s
why Always #LikeAGirl is such a huge success!
