IMC Lecture 6
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The document discusses integrated marketing communications and selecting the right communications mix. It explains that the mix should consider the degree of control, financial resources, credibility, audience size and geographic dispersion. The key selection criteria are the communication tasks each tool is best at satisfying such as differentiating, informing and persuading. There is no single formula but selecting the right mix involves considering the abilities, strengths and weaknesses of each communication channel.
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IMC Lecture 6
- 1. Integrated Marketing Communications The mix… 6
- 2. 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 push pull profile corporate marketing communications resources scheduling Fill, 2016
- 3. the tools of the marketing communications mix Sales Promotion Direct Marketing Public Relations Personal Selling Advertising Target Audience Media MediaMedia Fill, 2016
- 4. selecting the right mix… There’s no real science or magic formula here Each communications tool has different abilities, different strengths and weaknesses The following model is useful when marketers need to determine which tools or tactics to use… Fill, 2016
- 5. Advertising Sales Promotion Public Relations Personal Selling Direct Marketing Communications Effectiveness Ability to deliver a personal message Low Low Low High High Ability to reach a large audience High Medium Medium Low Medium Level of interaction Low Low Low High High Credibility Given by the target audience Low Medium High Medium Medium Costs Absolute costs High Medium Low High Medium Cost per contact Low Medium Low High High Wastage High Medium High Low Low Size of investment High Medium Low High Medium Control Ability to target particular audiences Medium High Low Medium High Management’s ability to adjust Medium High Low Medium High
- 6. Levelofeffectiveness+ awareness consideration purchase Direct Marketing Purchase Decision Sequence Fill, 2016
- 7. As marketers we need to give serious consideration to… the degree of control we require the financial resources available The level of credibility that each tool bestows The size and geographic dispersion of the target audience The communications tasks each tool is best at satisfying… DRIP
- 8. Advertising Sales Promotion Public Relations Personal Selling Direct Marketing Level of control Medium High Low High Medium Level of cost High Medium Low Medium High Level of credibility Low Medium High Medium Medium Level of dispersion - HIGH Low Medium High High Medium Level of dispersion - LOW Medium High High Medium High Primary tasks Differentiate Inform Persuade Differentiate Inform Persuade Reinforce Persuade Key selection criteria for the tools of the marketing communications mix… Baines, et.al., 2008
- 9. The main tasks facing marketers… Who should receive the messages What the messages should say What image of the organisation/brand receivers are to form and retain How much is to be spent How the messages are to be delivered What actions the receivers should take How to control the whole process once implemented Determining what has been achieved
- 10. …paid, owned and earned media
- 11. ...lead generation/lead nurturing ...increase sales ...increase awareness ...increase retention ...support brand evangelists …owned media
- 13. Bosomworth, 2017
- 14. 4 goals of paid media… Marketo, 2016 Customer acquisition Customer loyalty, cross and up sell Brand-building Customer nurturing
- 15. advertising areas of focus… programmatic mobile native display social
- 17. WARC, 2017 Earned media is what consumers do on behalf of a brand word of mouth advocacy social media activity
- 18. where does it work? CMI, 2017 the CMI propose that it is great for the top of the funnel… …earned media is recognition and reward …generating new leads
- 19. Google call this the Zero Moment of Truth…
- 20. Pulling it together… …there is no right or wrong communications mix …make sure what you say is relevant to the audience …emotional content is important, the audience needs to feel …be visual, start strong, …mix together paid, owned and earned media Banner, CMI, Uganec, 2017