IMC Lecture 1 1920
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This document discusses integrated marketing communications planning. It introduces a six-step framework for developing an IMC plan: 1) context analysis, 2) promotional objectives, 3) promotional strategy, 4) coordinated communications mix, 5) implementation, and 6) control and evaluation. Key aspects of each step are described, such as considering the macro environment in context analysis and linking the communications to objectives set earlier in control and evaluation. Consumer decision-making models are also reviewed to understand how integrated communications need to be based on the decision processes and influences on consumers.
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IMC Lecture 1 1920
- 1. Integrated Marketing Communications Marketing Communications Planning process 1 An Introduction to the Synergistic
- 2. don’t think like a consumer, don’t think like a student …think like a marketer thinking…
- 3. What this module is about… Appreciating how marketers plan, develop and manage an integrated marketing communications campaign Applying the key tools of marketing communications in an integrated manner in a variety of organisational contexts and market sectors Introducing the strategic considerations relevant to the development of an integrated marketing communications plan, as well as relevant regulatory and ethical factors Considering the possible directions that marketing communications may be headed in the near future based on research and insight
- 4. How this module is taught… Reading and research based on concepts covered in lecture, and use of material and tutorial content on MyBeckett Group discussion of results of reading and research as well as activities, case studies and exercises see Module Handbook for recommended texts Weekly lecture
- 5. How this module is assessed Two individually produced pieces of work… Production of an Integrated Marketing Communications Plan - 80%... submitted by the 7th January 2020 Online Professional Portfolio… - 20%... submitted by the 7th January 2020
- 6. …you are going to be pushed
- 7. The Integrated Marketing Communications planning framework… 1 2 3 4 5 6 context analysis promotional objectives promotional strategy coordinated communications mix implementation Control and evaluation Fill, 2016
- 8. marketing the macro environment the micro environment strategy systems functions resources suppliers other stakeholders intermediaries competitors customers political forces social cultural forces technological forces economic forces environmental forces legal forces environments the internal environment context analysis...
- 9. promotionalobjectives... avoid solely focusing on sales help to determine/clarify position help highlight the balance of tactics needed provide a time frame provide a means of evaluation and measurement
- 11. 3 P’s Push… to influence the channel members/provide information Pull… to influence consumers Profile… to influence a range of stakeholders of promotional strategy… 1 2 3 Fill, 2016
- 12. the tools of the marketing communications mix Sales Promotion Direct Marketing Public Relations Personal Selling Advertising Target Audience Media MediaMedia Fill, 2016
- 13. implementation… is the scheduling of methods and media Gantt chart or project plan Key resourcesare determined responsibilities are allocated management processesare put in place
- 14. control and evaluation... Link to the promotional objectivesset earlier evaluate the success of… different comms tools different media different vehicles finally, feedback and learn
- 15. The Integrated Marketing Communications planning framework… 1 2 3 4 5 6 context analysis promotional objectives promotional strategy coordinated communications mix implementation Control and evaluation Fill, 2016
- 16. linear model of communication sender message receiver encode decode Schramm, 1954 feedback
- 17. linear model of communication sender message receiver encode decode Schramm, 1954 feedback
- 18. Smith and Taylor, 2001 opinion leader receiver receiver receiver receiver receiver opinion leader sender receiver networked model...
- 19. opinion leaders... ‘Ordinary’ people who seek out information Passed on to family, friends, work colleagues, social groups Receptive to new ideas, ‘early adopters’ Advertisers sometimes use these ‘ordinary’ people
- 20. diffusion of innovations... Rogers, 1962 Early majority 34% Late majority 34% Laggards 16% Early adopters 13½% Innovators 2½% Market % Time
- 21. opinion leaders and slice of life...
- 22. opinion formers... People who influence because of their status Often used for things like pharmaceuticals Raise the profile of various social issues
- 24. …Consumer Decision-making Problem/ Need Recognition Information Search Evaluation of Alternatives Purchase Decision Evaluation of Purchase Fill, 2016
- 25. Types of Purchase… Routinised response Limited problem solving Extended problem solving Fill, 2016
- 27. Factors influencing consumers Individual… Perception, personality, motivation, attitude Group… Social class, culture, reference groups, family… Situational… Socio-cultural, technological, economic, political, regulatory… Marketing… Product, price, place, promotion, people, process, physical evidence
- 28. Consumer Attitudes and Behaviour… Cognitive Affective Conative Fill, 2016 learning… feeling… doing…
- 29. response hierarchy models… Attention Desire Interest Action Awareness Interest Evaluation Trial Adoption Unawareness Awareness Comprehension Conviction Action Awareness Knowledge Liking Preference Conviction Purchase cognitive affective conative AIDA The Innovation- Adoption Model The Hierarchy-of-Effects Model DAGMAR Colley, 1961 Lavidge and Steiner, 1961 Lewis, 1898 Rogers, 1962
- 30. What’s important here? The behaviour varies dependent on a variety of factors Some decision-making processes are very linear and basic Integrated marketing communications need to be based on an understanding of the decision making processes Ultimately, content and style of message as well as media choices and tools are influenced… …by the needs and behaviour of the receiver