imc lecture 5

Integrated Marketing Communications

Integration and campaign planning

5

3 P’s

• Pull… to influence consumers

• Push… to influence the channel members or provide

information

• Profile… to influence a range of stakeholders

of promotional strategy…

1

2

3Fill, 2006

Pull strategy...

designed to influence consumer and customers

focused on messages about the product

Ultimate goal is to influence purchase

Direction of communications in a…

Pull strategy…

manufacturer

Wholesaler or distributor

Retailer or reseller

Consumer or customer

Fill, 2011

flow of communications

flow of products

Pull strategy...

push strategy...…designed to influence marketing channel members

Sometimes referred to as trade or intermediaries

Focus on the product

about developing relationships and a strong distribution network

Direction of communications in a…Push strategy…

manufacturer

Wholesaler or distributor Retailer or reseller

Consumer or customer

Fill, 2011

flow of communications

push strategy...

Profile strategy...

Targets all relevant stakeholders

Focuses on the organisation

Is all about building reputation

Direction of communications in a…

profile strategy…

focus organisation

Local communities

Finance markets customers

Fill, 2011

flow of communications

distributorsemployees

wholesalers retailers

Profile strategy...

Strategic balance…

These three strategies are not mutually exclusive…

A marketing communications plan may well have a blend of the three elements

The choice and blend of push, pull and profile influence the choice of communications tools

In an ideal world one person would be responsible for all three strategies…

…this is rarely the case

understanding strategy…

There are a number of dimensions to marketing communications strategy

Don’t forget that mission, corporate strategy and marketing strategy have a major influence

Strategy is ultimately designed to deliver on our objectives…

brandingSTP 3 P’s

defining integrated marketing communications…

IMC is a strategic approach to the planned management of an organisation’s communications.

IMC requires that organisations coordinate their

various strategies, resources and messages

in order that it engage coherently and meaningfully with target audiences. the main

purpose is to develop relationships with audiences that are of mutual value.

Fill, 2011

defining integrated marketing communications…

it is a new way of looking at the whole, where once we saw only parts such as advertising, public relations, sales promotions, purchasing, employee communications and so forth, to look at it the way

the consumer sees it – as a flow of information from indistinguishable sources

De Pelsmaker et.al., 2007

what do we integrate?

simply put, it is about the synergistic use of the marketing communications tools…

…but we also need to integrate the corporate and marketing objectives and strategies

the message needs to be consistent

we need to bring in corporate identity and image…

…as well as brand identity and image

combining marketing communications tools to create synergies…

Integrating the various tools can lead to synergies in a number of ways - here are some examples:The sales team have an easier job if their product or company is well known as a result of sponsorship or advertising

In-store or point-of-sale communications that are consistent with advertising are more effective

A promotional campaign that is supported by advertising is generally more successful

Direct mailing is more effective when prepared by an awareness-increasing advertising campaign and supported by a sales promotion campaign

Public relations, corporate advertising and sponsorship can have synergistic effects on company image-building

Websites will be more frequently visited when announced in mass media advertising

Advertising for a trade show will be more effective if an incentive is to visit the stand is offered

De Pelsmaker et.al., 2007

drivers of integrated communications

the key driver according to Fill (2006) is the shift from transaction-based marketing to relationship marketing

organisational drivers

market-based drivers

communications-based drivers

media and audience fragmentation, literacy, clutter, competition, media inflation

technology, consistency, brand triggers

profits, accountability, importance of branding

barriers to integration…opposition/reluctance to change internally

financial issues in relation to structure and frameworks

hierarchies, traditions and management structures

attitudes and structures of suppliers and agencies

perceived complexity

implementing IMC

the most important consideration is that of customer focus

this needs to be recognised organisation-wide and may require training, support and planning

systems, processes, procedures and structures may need to be adapted or changed

implementing IMC

principal planning tasks1. who should receive the messages

2. what the messages should say

3. what image of the organisation/brand the audience are expected to retain

4. how much is to be spent

5. how the messages are to be delivered

6. what the desired action(s) of the target audience should be

7. how to control the plan once implemented

8. how to measure what was achieved

Fill, 2011

The Integrated Marketing Communications

planning framework…

1

2

3

4

5

6

context analysispromotional objectivespromotional strategy

coordinated communications mix

implementationControl and evaluation

push

pull

profile

corporate

marketing

communications

resourcesscheduling

Fill, 2011

the tools of the marketing communications mix

Sales Promotio

n

Direct Marketing

Public Relations

Personal Selling

Advertising

Target Audience

Media

MediaMedia

Fill, 2006

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, 2011

Advertising Sales Promotion

Public Relations

Personal Selling

Direct Marketing

Communications

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

Leve

l of e

ffec

tive

ness

+

awareness consideration purchase

Direct Marketing

Advertising

Personal Selling

Sales Promotion

Public Relations

Purchase Decision Sequence

Fill, 2011

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

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 DifferentiateInform

Persuade DifferentiateInform

PersuadeReinforce

Persuade

Key selection criteria for the tools of the marketing communications mix…

Baines, et.al., 2008

The main tasks facing marketers…

Who should receive the messagesWhat 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