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Integrated Marketing Communications
The document discusses integrated marketing communications (IMC), which is defined as planning and executing advertising and promotional messages across channels to meet communication objectives and support a single brand positioning. The key aspects of IMC discussed are: - Building relationships through a consistent message across channels - Working horizontally across departments rather than vertically - Identifying target audiences and how they make decisions - Developing a positioning strategy to differentiate the brand - Creating measurable objectives and selecting appropriate communication channels
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Integrated Marketing Communications
- 1. STRATEGIC integrated marketingcommunications
- 2. IMC is theplanning and execution of all types of advertising-like and promotion-like messages selected for a brand service, or company, in order to meet a common set of communication objectives, or more particularly, to support a single ‘positioning’.
- 3. The goal ofIMC is to build relationships with consumers and stakeholders through a single, clear and consistent message across channels.
- 4. WHAT YOU MUSTTRY TO DO is work horizontally in a business culture that is vertical - Bruce Mau, designer, bruce mau design
- 5. IMC is theplanning and execution of all types of advertising-like and promotion-like messages selected for a brand service, or company, in order to meet a common set of communication objectives, or more particularly, to support a single ‘positioning’.
- 6. IMC is theplanning and execution of all types of advertising-like and promotion-like messages selected for a brand service, or company, in order to meet a common set of communication objectives, or more particularly, to support a single ‘positioning’. How you will achieve communication and brand objectives.
- 7. IMC is theplanning and execution of all types of advertising-like and promotion-like messages selected for a brand service, or company, in order to meet a common set of communication objectives, or more particularly, to support a single ‘positioning’. The tactics you will use to carry out plan.
- 8. IMC is theplanning and execution of all types of advertising-like and promotion-like messages selected for a brand service, or company, in order to meet a common set of communication objectives, or more particularly, to support a single ‘positioning’. Messages used to reinforce or project the specific brand and firm image stated in the marketing plan.
- 9. IMC is theplanning and execution of all types of advertising-like and promotion-like messages selected for a brand service, or company, in order to meet a common set of communication objectives, or more particularly, to support a single ‘positioning’. Trade promotions: expenditures or incentives used by manufactures and other members of the marketing channel to help push product through to retailers. Consumer promotions: incentives aimed at a brand’s customers. Used to entice the consumer to take the final step and make a purchase.
- 10. IMC is theplanning and execution of all types of advertising-like and promotion-like messages selected for a brand service, or company, in order to meet a common set of communication objectives, or more particularly, to support a single ‘positioning’. What you hope to accomplish with advertising and promotional programs.
- 11. IMC is theplanning and execution of all types of advertising-like and promotion-like messages selected for a brand service, or company, in order to meet a common set of communication objectives, or more particularly, to support a single ‘positioning’. “How a brand is to be perceived in the context of competitive alternatives in the mind” – Brad VanAuken “Consumers perceive most product categories as homogeneous” (Copernicus Consulting).
- 12. Marketing Mix Product Price Promo-on Distribu-on (Place) The marketing mix is crucial when determining a product or brand’s offer, and is often associated with the four P’s
- 13. Marketing Mix Product Price Promo-on Adver-sing Sales Promo-on Personal Selling Direct Marke-ng Public Rela-ons Digital Marke-ng Sponsorship Marke-ng Distribu-on (Place)
- 14. Marketers must combinethese elements into a comprehensive marketing strategy
- 15. IMC IS A PLANNING PROCESS
- 16. SWOT ANALYSIS Structuredplanning method used to evaluate the strengths, weakness, opportunities and threats involved in a business venture
- 17. STRENGTHS Market advantages Access to resources Unique selling proposition Perceptions
- 18. STRENGTHS Market advantages Access to resources Unique selling proposition Perceptions Weaknesses What could be improved How are sales lost Perceptions What should be avioded
- 19. STRENGTHS Market advantages Access to resources Unique selling proposition Perceptions Weaknesses What could be improved How are sales lost Perceptions What should be avoided Threats Competition Technology Resources Obstacles
- 20. STRENGTHS Market advantages Access to resources Unique selling proposition Perceptions Weaknesses What could be improved How are sales lost Perceptions What should be avoided Threats Competition Technology Resources Obstacles opportunities Trends Changes in Technology, Policy Resources Market opportunities
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- 22. The target marketthe company wishes to appeal to, design products for, and tailor its marketing activities toward.
- 23. Segmenting an audiencewill help to better define how advertising should look and feel. Demographic psychographic Gender Age Income Ethnic Group Geographic Regional National Lifestyle Personality Motivations Resources Behavioral Attitudes Usage rates Loyalty Benefits sought
- 24. DETERMINE HOW THEY MAKE DECISIONS
- 25. Post purchase evaluations Purchase Evaluation of alternatives Information search or research Problem Recognition
- 26. INTERPERSONAL INFLUENCES Family Society Culture NONPERSONAL INFLUENCES PERSONAL PROCESSESS Time Place Environment Perception Learning/persuasion Motivation Adopted from: Arens, W. F., Weigold, M. F. & Arens, C. (2013). Contemporary adver.sing and integrated marke.ng communica.ons. McGraw-‐Hill Irwin. New York: NY. Needs Wants
- 27.
- 28. Process or strategyused to separate a brand from its competition by associating the brand with a particular set of consumer needs Based on: (1) perceptions of consumers and (2) relation to competition
- 29. Process or strategyused to separate a brand from its competition by associating the brand with a particular set of consumer needs Based on: (1) perceptions of consumers and (2) relation to competition Relation to competitors
- 30. Process or strategyused to separate a brand from its competition by associating the brand with a particular set of consumer needs Based on: (1) perceptions of consumers and (2) relation to competition Attribute
- 31. Process or strategyused to separate a brand from its competition by associating the brand with a particular set of consumer needs Based on: (1) perceptions of consumers and (2) relation to competition Product Use
- 32. Process or strategyused to separate a brand from its competition by associating the brand with a particular set of consumer needs Based on: (1) perceptions of consumers and (2) relation to competition Price or quality
- 33. Process or strategyused to separate a brand from its competition by associating the brand with a particular set of consumer needs Based on: (1) perceptions of consumers and (2) relation to competition Consumer Identity
- 34. Process or strategyused to separate a brand from its competition by associating the brand with a particular set of consumer needs Based on: (1) perceptions of consumers and (2) relation to competition Product class
- 35. Process or strategyused to separate a brand from its competition by associating the brand with a particular set of consumer needs Based on: (1) perceptions of consumers and (2) relation to competition personality
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- 37. Objectives are desirableoutcomes, that are measurable, derived from organizational goals. Increase awareness of brand Increase organic web traffic by X% Increase Twitter followers by X Increase E-mail registrations by X%
- 38. GOALS OBJECTIVE OBJECTIVEOBJECTIVE Strategy
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- 40. Communication Website Conventional Channels SEO Events SOCIAL MEDIA Media
- 41. Marketing that worksis marketing that people choose to notice -Seth GOdin
- 42. ATTRIBUTES Slide 18:hVp://thenounproject.com/term/gym/79156/ Slide 19: hVp://thenounproject.com/term/down/36166/ Slide 20: hVp://thenounproject.com/term/dog/24636/ Slide 22: hVp://thenounproject.com/term/map-‐marker/8806/