Moriarty_10ge_ppt_18.pptx

Part 5
Principle: IMC and Total Communication
Copyright © Pearson Education Limited 2015 18-1

1. What are the eight key IMC concepts, and why are
they important?
2. How would you outline the key parts of an IMC
campaign plan?
3. Which strategic decisions underlie effective
international marketing communication?
4. What do we mean by 360° communication programs?

 A customer focus is critical in most IMC strategies.
 Although we say “customer,” we are really referring
to all the stakeholders who impact on that customer
relationship.
 Relationship marketing shifts the focus from the
objective of a one-time purchase to the maintenance
of long-term involvement from and by all of the
firm’s critical stakeholders.

 Interactive communication is the glue that joins
brands and their stakeholders in respectful long-
term relationships.
 Relevant messages delivered through media that
drive positive experiences create value for
consumers.
 Brand relationships drive brand value.

 Permission marketing invites consumers to sign up
for messages, self-selecting themselves into a
brand’s target market.
 This mirrors the shift from one-way to two-way
communication.
 Brands are becoming more involved in social
communication, where online technology permits
specialized contacts.

 In 360° communication planning, many message
delivery points impact how a company does business.
 A total communication program monitors all these
sources of brand messages.
 Receiving messages is as important as sending them.
 Everything a brand does, but also what it doesn’t do,
can send a message. You can’t NOT communicate.

 The concept of contact points has redefined our
understanding of media as a message delivery system.
 Contact points are the various ways a consumer
comes in contact with a brand.
 This moves from traditional advertising and marketing
communication media to experiential contacts.

 IMC planning is designed to maximize and leverage
the good contact points and minimize the bad ones.
 Brand touch points are contact points that touch our
emotions.
 The idea is to connect with consumers in ways that
create higher levels of emotional engagement that
lead to brand liking and lasting bonds with a brand.

 Brand communication is about the impact of various
impressions and brand meanings that evolve as the
messages interact and reinforce one another.
 The principle of synergy proposes that 2 + 2 = 5.
 Messages that reinforce one another have a multiplier
effect that not only cements a brand impression, but
also polishes and magnifies it.
Copyright © Pearson Education Limited 2015
18-10

 Synergy happens when all the messages work together
to create a coherent brand perception.
 Brand stewards and IMC planners insist that strategic
consistency be at the core of the brand, and be clear
in every message.
 Strategic consistency drives synergy.

 Message synergy is the basis for seeing a brand as an
integrated perception.
 People automatically integrate brand messages and
experiences—it’s a natural process in perception.
 Synergy happens when all the messages work together
to create a coherent brand perception.

 There is an art and a science to IMC management.
 A successful brand is the product of both:
◦ Science — a complex system of activities.
◦ Art — a vision of the essence of the brand in which
all the pieces and parts fit together perfectly in a
coherent brand perception.

 You can’t be integrated externally if you are not
integrated internally.
 A core brand strategy—a shared vision—drives the
entire organization.
 Cross-functional management across department
lines delivers unity of vision, the foundation for the
consumer’s integrated brand perception.

 An integrated brand is one that has brand integrity.
 It is more believable because what it says and does
matches what others say about it.
 Being a good corporate citizen adds trust to brand
relationships and embellishes a brand’s reputation.
 Integration leads to brand integrity.

 A key objective is to create consistency among all
the marcom tools and platforms.
 Spherical branding means that no matter what your
angle of vision, the brand always looks the same.
 We call this 360° planning. Both refer to looking at a
brand from all directions and points of view.

 An IMC campaign is a complex set of interlocking,
coordinated activities with a beginning and end.
 An IMC campaign plan:
◦ outlines objectives and strategies for different but related
marketing communications efforts…
◦ that appear in different media, use different marketing
communication tools…
◦ and convey different but complementary brand-consistent
messages.

A typical plan includes:
I. Situation analysis
II. Key strategic campaign decisions
III. Marcom mix
IV. Message strategy
V. IMC media and contact points
VI. Management and campaign controls
Let’s take a look at each of these…

 After research is compiled, planners try to make sense of
the findings using a situation analysis.
 SWOT Analysis: The primary tool used to make sense of
the information gathered and identify a key problem
related to a brand or product.
 Strengths and weaknesses are internally focused, and
opportunities and threats lie in the marketing
environment.
 The idea is to leverage the strengths and opportunities
and address the weaknesses and threats.

Key communication problem(s)
 Planners analyze the market situation for
communication problems that affect the successful
marketing of a product, as well as opportunities.
 IMC can solve only message-related problems such
as image, attitude, perception, and knowledge or
information.
 A campaign works if it creates the desired brand
impression, influences people to respond, and
separates the brand from its competition.

 A strategy can focus on branding, positioning,
competition, or creating category dominance.
 The strategy may be designed to change consumers’
perception of brand price or price–value relationship.
 The strategy may also seek to increase the size of
the market or share of wallet.

The message strategy for the launch of Coke Zero used self-
deprecating humor with a Big Idea that the Coca-Cola legal
department wanted to sue Coke Zero for taste infringement.

Objectives
 Every campaign must be guided by specific, clear,
and measurable objectives.
 One cannot overstate the importance of writing
focused and measurable objectives.
 With a benchmark, the planner uses a comparable
effort, such as a similar product or prior brand
campaign, to predict a logical goal.

Targeting and engaging stakeholders
 A stakeholder is to any group of people who have a
stake in the success of a company or brand.
 Employees are particularly important, and their
support or buy-in for marketing communication
programs is managed through internal marketing.
 Overlapping membership complicates message
strategy and demands that there be a certain core
level of consistency in all brand messages.

Brand strategy
 Message consistency needs a heart, core, soul, or
DNA—a central concept around which various
messages can be unified.
 This is brand essence; it describes what makes the
brand different and distinctive from all other brands
in its product category.
 Effective IMC plans lead to profitable long-term
brand relationships.

IBM used this “World Peace”
ad to demonstrate its
commitment to world trade
and the international
marketing of its products in
this ad campaign that ran
on the eve of World War II.

 The decision about which marcom tools to use is
based on an analysis of their strengths and
weaknesses and how they can meet objectives.
 Certain tools are better at delivering specific
objectives.

The main areas:
1. Advertising
2. Public relations
3. Consumer sales
promotion
4. Trade sales
promotion
5. Point of purchase
6. Direct marketing
7. Sponsorship and events
8. Packaging
9. Specialties
10. Guerilla marketing
11. Customer service
As you look over the list, think about what’s required to
launch a new product. Which tools would you select as the
most appropriate?

 Message strategies are matched to stakeholders
based on insights into what moves them.
 Message strategy decisions support the overall
campaign objectives and direction.
 Strategic consistency comes from the creative theme
and the consistent presentation of the brand position
and personality.

An online mini-film commercial for American Express
featuring Jerry Seinfeld was designed to entertain and
create brand liking. It also generated buzz, which extended
its impact through the power of word of mouth.

 When most people think about media, they think
about traditional mass media and advertising.
 Media planning in an IMC context does more than
just deliver targeted messages.
 Media also involve, engage, and connect
consumers to the brand and to one another.

Multichannel and Multiplatform
 Media planning involves all different types of
traditional media, a practice identified as
multichannel or multimedia.
 IMC planners think about message delivery systems,
and that includes all of the media used in all the
various marketing communication functions.

Contact point management
 Another distinctive feature of IMC media plans is its
emphasis on every important contact point.
 These can include a variety of experiential media, as
well as conventional media.
As a class:
Review the case study on the Tokyo-based Dentsu, and
how its “ContactPoint Management” works.

Cross-media integration
 Media selection also considers message needs. Here,
media planning and message planning intersect.
 The challenge is to create cross-media integration,
which means the various media work together to
create coherent brand communication.

 In order to manage an IMC a campaign or program, a
manager must keep up with a complex set of tasks.
 All campaigns are designed to operate within
parameters including budgets, schedules, and
evaluation.
 These controls keep the activities on track, on budget,
and on strategy.

Budgeting and scheduling
 Budgeting depends on the organization, the area it
serves, time frame, targeted stakeholders, and media.
 The budget determines:
◦ how many stakeholders can be targeted.
◦ how many media and platforms the campaign can support.
◦ the length of time the campaign can run.

1. Historical method: Historical information is the
source for this common budgeting method.
2. Objective-task method looks at the objectives for
each activity and determines the cost of
accomplishing each objective.
3. Percentage-of-sales method compares the total
sales with the total budget during the previous year
or the average of several years.

4. Competitive budgets uses competitors’ budgets as
benchmarks and relates the amount invested in
advertising to the product’s share of market.
5. All you can afford: When a company allocates
whatever is left over to marketing communication, it
is using this method.
This is really not a method, but rather a philosophy
about advertising.

Evaluation
 Advertising and other marketing communication
agencies are creating tools and techniques to help
marketers evaluate their efficiency and effectiveness.
 The issue of accountability is made more complicated
by the growing use of global marketing.

 Agencies involved with international campaigns need
an international organizational structure.
 Organization depends on whether the client company
is following a standardization or localization strategy.
 Some agencies exercise tight control, while others
allow more local autonomy.

Charmin continues to emphasize softness in its international
marketing. This cuddly bear was used in a campaign Mexico.
Note that it is largely a nonverbal execution, which is easier to
use for global campaigns than those with a lot of words.

 Strategic Decisions
 The problem of managing
brand consistency limits
most objectives to
awareness and recall.
 However, more specific
objectives may be needed
in individual markets.

Setting the Budget
 All the budgeting techniques apply in foreign
markets.
 With one plan for multiple markets, many
companies use objective-task budgeting, which
entails a separate budget for each foreign market.

Central Control versus Local Adaptation
 Some marketers develop centralized global
campaigns; others develop local campaigns in
every major market.
 International brand communication campaigns
have two basic starting points:
1. Success in one country
2. A centrally conceived strategy

 Local initiative: A successful campaign, conceived
for national application, is modified for use in
other countries.
 Centrally conceived campaigns: A work team
assembles from around the world to present,
debate, and agree on a basic strategy as the
foundation for the campaign.

 Variations on central campaigns: Variations on the
centrally conceived campaign. The lead agency
develops the campaign elements and prepares a
standards manual for use in other countries.
 Bottom-up creativity: Sometimes a competition
may be used to find the best new idea.

Executing an international campaign
 Usually more complex than a national campaign.
 The creative may need to be reshot with local
models and settings as well as language
translation.
 Language is always a problem for a campaign that
is dependent on words rather than visuals.

The IMC factor in international campaigns
 To create a coherent brand impression on a global
level requires horizontal and vertical coordination.
 Vertical coordination relates to key planning
decisions, such as targeting, positioning,
objectives, strategies, and tactics.
 Horizontal coordination involves all countries and
regions working on the plan.

 An ongoing, multichannel, multiplatform,
multistakeholder approach to IMC is possible only
with an organizational commitment to integrated
communication programs.
 360-degree communication is driven by a unifying
brand vision that surrounds all brand interactions
with all stakeholders—a vision that must be shared
by everyone involved with the brand.

 Concern for social issues is increasingly important
for for-profit companies because they want to be
seen as socially responsible.
 Being a good citizen in actions as well as words is
important in building and maintaining a positive
brand reputation.
 Adopting a good cause and helping in its fund-
raising and other community-oriented efforts is
called cause marketing.

A website powered by good intentions of the Process for
Progress site, which explains how the credit card processing
company donates 15 percent of its profits to a good cause.

 If a commitment reflects a company’s core
business strategy, it is called mission marketing.
 Mission marketing links a company’s mission and
core values to a cause that connects with its
customers’ interests.
 Mission marketing also contributes to synergy
through brand integrity.

The Integration Triangle identifies three key aspects
of brand communication that must work together to
create integration as well as integrity:
1. What the company or brand says about itself;
2. How the company or brand performs;
3. What other people say about it.

 The problem of departmental silos with each
marcom function going its own way is a barrier to
integrated planning.
 The solution is cross-functional management with
a team of functional area representatives who
coordinate their activities.
 Another concern is coordinating all the agencies
involved in creating the various brand messages.

 A cross-functional brand-focused team involves
members from relevant departments that interact
with customers, stakeholders, and outside agencies.
 The team operates with a singular brand vision as it
plans marketing communication, monitors its impact,
and tracks consumer response.

In Chapter 19, we will wrap up our marketing
communication journey with a discussion of
evaluation.
This is the last and most important step in proving
the effectiveness of IMC programs and campaigns.

“I’m Amazing”
Mega Box McDonald’s store in Kowloon Bay was
selected to incorporate some of the most unique
children’s designs as part of the interior decoration:
 In order to keep up its pace in the fast-food
business in Hong Kong, McDonald’s needs to
constantly innovate.
 The Hong Kong restaurant sector is estimated to
be worth around US$12 billion per year.

“McDonald’s Integrated Marketing Campaign”
 McDonald’s and other international chains have to
compete with the local fast-food outlets (such as
Café De Coral, Maxim’s, and Fairwood).
 As a consequence, their integrated marketing
campaign has been helping the fast-food chain
acquire a considerable share in the fast-food
market.
 McDonald’s has around 235 outlets as compared
to fast-food chains like Pizza Hut (43) and KFC
(59).

Moriarty_10ge_ppt_18.pptx

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