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Imc
This document discusses integrated marketing communications and promotion mix strategies for building brand equity. It outlines the information processing model of communications, which involves gaining exposure, attention, comprehension, acceptance, intention, and behavior from target audiences. The promotion mix can include advertising, public relations, direct marketing, digital media, events, and trade promotions. An effective media plan matches different communication options based on their coverage, contribution, commonality, complementarity, and cost to help move consumers' brand knowledge from current to desired levels.
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Imc
- 1. IMC for BrandManagement
- 2. Today’s topics • IntegratedMarketing Communications for Brand Equity Building • Information Processing Model of Communications • Integrated Marketing Communication Programs
- 3. Role of MarketingCommunications • Inform, Persuade and Remind • Voice of the Brand • Biggest evidence of the brand after the product itself • Ability to elicit “differential response” for the brand 1. Current Brand Knowledge 2. Desired Brand Knowledge 3. Communication • What is your current Brand Knowledge? • Have you created a detailed mental map? • How does the comm. option help the brand get from current to desired knowledge with consumers? • What is your desired brand knowledge? • Have you defined optimum POD, POP and brand values?
- 4. Information Processing Model SixSteps of William McGuire on desired effect of communication • Exposure – seeing or hearing • Attention – noticing • Comprehension – understand the message • Yielding – Favorable response • Intentions – Desire to act • Behavior – Actual action Pitfalls • Media plan failure to reach audience • Boring creative • Lack of category knowledge • False claims • Lack of immediate perceived need • Failure to recall
- 5. Information Processing Model- Desirables • Right consumer exposed to right message at right place and time • Creative strategy causes the person to notice the ad without distracting him from the central message • The ad addresses consumers understanding of brand and product • Delivery towards POD and POP • The ad persuades the customer to purchase • The ad gives instant recall to customer at point of purchase
- 6. Promotion mix • Advertising •Public Relations • Direct Marketing • Point of purchase advertising • Trade and consumer promotions • Event sponsorships • Concept of Activations • Digital Media • Personal Selling
- 7. Promotion mix • Advertising •Public Relations • Direct Marketing • Point of purchase advertising • Trade and consumer promotions • Event sponsorships • Concept of Activations • Digital Media • Personal Selling • Broadcast – TV, Radio, Cable • Print – Magazine, Newspaper, Journals • Cinema / Dramas • Out-of-home (calcium sandoz) • Events sponsorship • Digital – Internet and Mobile
- 8. Promotion mix • Advertising •Public Relations • Direct Marketing • Point of purchase advertising • Trade and consumer promotions • Event sponsorships • Concept of Activations • Digital Media • Credibility • Being “newsy” • Press releases • Thought leadership • Maverick companies and PR Case – Vanguard Funds
- 9. Promotion mix • Advertising •Public Relations • Direct Marketing • Point of purchase advertising • Trade and consumer promotions • Event sponsorships • Concept of Activations • Digital Media • Toll free numbers • Response coupon mailers • Tele-calls • Permission based marketing
- 10. Promotion mix • Advertising •Public Relations • Direct Marketing • Point of purchase advertising • Trade and consumer promotions • Event sponsorships • Concept of Activations • Digital Media • Shelf talkers • Aisle Markers • Shopping Card ads • In-store radio / tv (Jumbo king)
- 11. Promotion mix • Advertising •Public Relations • Direct Marketing • Point of purchase advertising • Trade and consumer promotions • Event sponsorships • Concept of Activations • Digital Media • Trade promos • Deals and buying allowances • PoP allowances • Incentives/ contests • Training • Trade Shows • Cooperative advertising • Consumer promos • samples • Discounts • Bonus packs • Rebates…e.t.c.
- 12. Promotion mix • Advertising •Public Relations • Direct Marketing • Point of purchase advertising • Trade and consumer promotions • Event sponsorships • Concept of Activations • Digital Media • Sports • Arts • Entertainment • Fairs and Festivals • Cause Related
- 13. Promotion mix • Advertising •Public Relations • Direct Marketing • Point of purchase advertising • Trade and consumer promotions • Event sponsorships • Concept of Activations • Digital Media • Local Area Marketing • Engaging vs. Intruding • Intended to bring about change in behaviour • Uses local media to promote an activity related to the brand
- 14. Promotion mix • Advertising •Public Relations • Direct Marketing • Point of purchase advertising • Trade and consumer promotions • Event sponsorships • Concept of Activations • Digital Media • Internet • Banners – CPC and CPM • Search – Sponsored and organic • Custom Sites • Gaming (eg Second life) • Social Media and Blogs • Mobile • Sms and value added serv. • Content • Blue-casting • Rich content
- 15. Characteristic of eachmedium • Television? – Audio + video – High reach and impact …. More • Newspapers? • Magazines? • Direct Response? • Outdoors? Can only one medium, say TV serve our purpose??
- 16. Flashback Doordarshan, Humlog, Ramayan, Chitrahaar, Sundaymovies, He-man, Spiderman, Samachaar AIR, Vividhbharati, Cibaca Geetmala, Bournvita Quiz contest
- 17.
- 18. Need for integratedmedia • Media usage is far more fragmented • Urban populace is spending more time out-of-home • Customers are well informed. Information travels fast • The retail marketplace is getting organized • Technology is becoming more and more user friendly • Internet and Mobile show promising prospects
- 19. Case Study –Women Horlicks • Brand Challenge – The change needed • The new Target audience – Working Woman • TV commercial with Konkona Sen • Website – Indianwomenshealth.com • Events sponsorship – Woman’s day event – Yami • “Micronutrients recommended by WHO” • “no added sugar. Less fat” • Doctor’s contact programme
- 20. Integrated Media mix PublicRelations Internet Presence Television and Print Audience
- 21. Matching communication options •Coverage – proportion of Audience reached • Contribution – ability to create desired response • Commonality – consistency across media • Complementarity • Versatility • Cost
- 22. Guidelines for IntegratedCommunications Be • Analytical – consumer behavior • Curious – understand whats of value to customers • Single – minded • Integrative – consistency in message • Creative • Observant – keep track • Patient – long- term • Realistic