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Imc

UTKARSH SRIVASTAVA

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Imc

  1. 1. IMC for Brand Management
  2. 2. Today’s topics • Integrated Marketing Communications for Brand Equity Building • Information Processing Model of Communications • Integrated Marketing Communication Programs
  3. 3. Role of Marketing Communications • 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. 4. Information Processing Model Six Steps 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 15. Characteristic of each medium • Television? – Audio + video – High reach and impact …. More • Newspapers? • Magazines? • Direct Response? • Outdoors? Can only one medium, say TV serve our purpose??
  16. 16. Flashback Doordarshan, Humlog, Ramayan, Chitrahaar, Sunday movies, He-man, Spiderman, Samachaar AIR, Vividhbharati, Cibaca Geetmala, Bournvita Quiz contest
  17. 17. Today…..
  18. 18. Need for integrated media • 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. 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. 20. Integrated Media mix Public Relations Internet Presence Television and Print Audience
  21. 21. Matching communication options • Coverage – proportion of Audience reached • Contribution – ability to create desired response • Commonality – consistency across media • Complementarity • Versatility • Cost
  22. 22. Guidelines for Integrated Communications 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

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