1. session 2-chapter01

8/6/2019 1. Session 2-Chapter01

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Session 2

IMC- What it is and what it is not


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OBJECTIVES

Theory1. Differentiate the IMC Audience-Driven

Approach vs. Traditional Approaches toMarketing Communications

2. To introduce the various elements of the

promotional mix and consider their rolein an IMC program

3. To introduce a model of the IMCplanning process and examine the stepsin developing a marketingcommunications program

Application a look at 7 successful IMCCampaigns in the PH


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Traditional Marketing Approach

Point ofpurchase

Publicrelations

Directmarketing

Interactivemarketing

Specialevents

Packaging

Salespromotion

Directresponse

MediaAdver-tising

Publicity


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ContemporaryIMCApproach

Point ofpurchase

Publicity

Interactivemarketing

Publicrelations

Directmarketing Special

events

PackagingSalespromotion

Directresponse

MediaAdver-

tising


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IMC Audience-Driven Approach vs. TraditionalApproaches to Marketing Communications

1. One to one marketing

approaches

2. Relational model of marketing

3. Consumer focused businessand marketing strategies

4. Marketing on the basis ofbehavioral differences ofconsumers

5. Providing consumer solutionsand consumer benefits

6. Building relationships

1. Mass marketing and mass

communication

2. Transactional model

3. Product-focused business andmarketing strategies

4. Marketing to a broad, averageconsumer with similar traits

5. Marketing on the basis ofproduct attributes

6. Bombarding audiences withadvertising messages


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7. Focus on outcomes

8. Emphasis on customerretention

9. Fact-based marketing

10. A consumer dialogue

11. Known prospects and

consumers

12. Targeted communications

13. Multiple, relevant,

interactive, digital contactpoints and media neutrality

7. Focus on outputs of

marketing communicationactivities

8. Emphasis on customeracquisition

9. Intuition, gut-feel basedmarketing

10. Advertising Monologue

11. Mass, generic, unknownaudiences

12. Mass, shotgun messages

13. Traditional tri-media mindset

IMC Audience-Driven Approach vs. TraditionalApproaches to Marketing Communications


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Defining IMC

The goal of IMC is to generate short-termfinancial returns and build long-term brand

value.


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The Promotional Mix

Advertising

Direct Marketing

Interactive/

Internet Marketing

Sales Promotion

Publicity/PublicRelations


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Advertising

Paid forms of non-personal

communication

About an organization, product, service, or idea by an

identified sponsor Important for products and services aimed at mass consumer

markets Cost effective

Video


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Advertising


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AdvertisingA press ad for Samsonite luggage

"HeavenandHell by JWT Shanghai

Grand Prix Award, Cannes Festival

China

Thetop half oftheaddepicts heaven, where

passengers onanairplane relaxincool, white

comfort. The bottom halfis hell, or the baggagecompartment, full oftormentedsoulsandseveral

sleek,sturdy Samsonitesuitcasesthatcan withstand

eventheinferno (enduranceand quality)

Why it won:"simple,concise, beautifulidea


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Advertising


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Direct MarketingDirectMail

Catalogs

TelemarketingShoppingChannels

DirectMarketing


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Interactive/Internet Marketing

Back-and-forth communication

Users participate in and modify the formand content of information

Happens in real time

Interactive media

Internet

Cell phones


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Interactive/InternetMarketing

A media ad for Homeplus (localversion of Tesco stores)

by Cheil Worldwide

Grand Prix Award for mediacategory, Cannes Festival

South Korea

The"Homeplus Subway Virtual Store" wasanideaconceived by Cheiltohelp the retailer getanedge over itslarger rival, E-mart. Instead oftrying

to persuadeconsumersto visitthestore, Cheil hadtheideato bringthe

storeto busy, hardworking people. It recreatedlifelikeimages ofstore

aislesinsubway stationsthat wereinteractiveandallowed peopleto

shop from thestoresimply by taking pictures ofthe products with their

mobile phones. Their orders werelater deliveredto their homes. Online

sales for Homeplus jumped by 130%

Why it won: Theeffortcapturedatrendthatseestheconvergence of

innovative mediaandshopper-marketingideas,andsolveda real

business problem for aclient.


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Sales Promotion

Consumer-oriented[For end-users]

Trade-oriented[For resellers]

Coupons

Samples

Premiums

Contest/SweepstakeRefunds/Rebates

Bonus Packs

Loyalty Programs

Events

Trade Allowances

POP DisplaysTraining Programs

Trade Shows

Video


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A growing number of MALEshoppers across different

channels

PUBLIC MARKET

SARI SARI STORESBAKERY

GROCERY

CONVENIENCE STORES

PETROL

DRUGSTORE

CASH & CARRY

SUPERMARKET

SHOPPERS HAVEEVOLVED


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Most of the promotional budget now

goes to sales promotion

Sales Promotion

y Declining brand loyalty

y Increased consumer sensitivity to deals

y Larger and more powerful retailers are

demanding more trade promotion support


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Advertising Versus Publicity

Control

Credibility

Reach

Frequency

Cost

Flexibility

Timing


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Advertising Versus Publicity

Advertising Publicity

Tentative

Low

Low/Unspecified

Uncontrollable

Great

Lower

Measurable

Schedulable

High/Specific

High

Specifiable

Undetermined

Higher

Little

Factor

Control

Credibility

Reach

Frequency

Cost

Flexibility

Timing


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PublicityVehicles

Interviews

FeatureArticles

SpecialEvents

Press

Conferences

NewsReleases Publicity

Vehicles


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PublicRelations

Systematically planning and

distributing information in an attempt tocontrol and manage image and the nature of

the publicity received.


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PublicRelations Tools

Corporate

Advertising

Corporate

Advertising

Cause-relatedMarketing

PublicityVehiclesPublicityVehicles

Community

Activities

Community

Activities

Public Affairs

Activities

Public Affairs

Activities

SpecialPublicationsSpecialPublications

Special Event

Sponsorship

Special Event

Sponsorship


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Model of the IMC Planning Process

Analysis of Promotional program situation

Review of marketing plan

Integrate and implement marketing communications strategies

Monitor, evaluate and control IMC Program

Develop objectives and strategy for each

Develop message, media strategy, and tactics

Analysis of communications process

Budget determination

Salespromotion

PR/publicity

Directmarketing

Internet/interactive

Advertising

Develop integrated marketing communications program


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The Role of IMC in Branding

Brand identity is a combination of

Name

Logo

Symbols

Design

Packaging

Performance

Image or associations

IMC plays amajor role in

developing andsustaining brandidentity and

equity


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est Global Brands 2010Source: .

The Worlds 10 Most Valuable Brands


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Best Global Brands 2010Source: .

The Worlds Most Valuable Brands


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Summary Promotional Mix

1. Advertising

2. Direct Marketing

3. Interactive/Internet Marketing

4. Sales Promotion5. Publicity / Public Relations

Companies that have implementedsuccessful IMC campaigns in thePhilippines followed strategicframeworks in coming up with theircampaign strategies

1. session 2-chapter01

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