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Integrated MarComwww.marketingPlanNOW.com1
MarketingCommunication
Integrated Marketing CommunicationPart THREE out of Four
Danny AbramovichMarketing Plan Specialist
Integrated MarComwww.marketingPlanNOW.com2
Course Introduction, Main Topics
Background: CBHuman CommunicationMarketing CommunicationCreativityIntegrated MarComGlobal IMC
üü
üü
Integrated MarComwww.marketingPlanNOW.com3
4. Integrated MarCom4Definition
Integrated MarCom is . . .
Speaking with one voice!
Integrated MarCom Plan is . . .
Learning how to speak with one voice!0. Background: CB 3. Creativity1. Communication 4. Integrated MarCom2. MarCom 5. Global IMC
Integrated MarComwww.marketingPlanNOW.com4
4. IMC4Definition
A concept of marketing communicationsplanning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency and maximum communications impact.
Integrated MarComwww.marketingPlanNOW.com5
4. IMC4Objectives 1 out of 2
The primary goal of an IMC program is to support perceptual values:
ocTIQQV SP
C ..++
=Vc = Value to customer
Qp = Quality of product
Qs = Quality of service
I = Image and status
T.c.o = Total cost of ownership
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4. IMC4Objectives 2 out of 2
The primary goal of an IMC program is to communicate. Planning should be based on communication objectives such as brand awareness, knowledge, interest,attitudes, image and purchase intention.
Note:Sales are a function of many factors, not just advertising and promotion!
Integrated MarComwww.marketingPlanNOW.com7
4. IMC4Who?
Parties in the IMC Process?Ø Advertiser or Client
Ø Advertising Agency
ØMedia Organizations
Ø Collateral Services
ØMarCom Specialists:§ Direct Marketing Agencies§ Sales Promotion Agencies§ Interactive Agencies§ Public Relations Firms
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4. IMC4Who?
Services of an advertising agencyØ Account services§ The link between agency and clientØ Marketing services§ Research department § Media departmentØ Creative services
Copywriters, designers, other specialists
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4. IMC4Who?
Who is the integrator of MC . . . ?
CopywriterCreative Media PlannerTraffic CoordinatorAccount Manager
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4. IMC4Who?
CopywriterCreative Media PlannerTraffic CoordinatorAccount Manager4 Account Manager serve as
a liaison between the clientand the various departmentsof an advertising agency.Account Managers
coordinate all activities provided by each of the departments in order to offer the client the best service possible.
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4. IMC4Who?
CopywriterCreative Media PlannerTraffic CoordinatorAccount Manager
4The Traffic Coordinator isresponsible for coordinating,developing timetables,meeting deadlines, obtainingapprovals at each stage of the
ad development process and overseeing all aspects of the production of an ad.
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4. IMC4Who?
CopywriterCreative Media PlannerTraffic CoordinatorAccount Manager
4
Media Planners areResponsible for the evaluationand selection of media as wellas the development of themedia plan. The Media
planner will suggest a plan of action for the client. In many agencies the Media Planner purchases the media.
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4. IMC4Who?
CopywriterCreative Media PlannerTraffic CoordinatorAccount Manager
4
The Creative Director is askilled professional who hasthe know-how to manage anentire creative staff. TheCreative Director is
responsible for all aspects of producing an ad, including the copyrighting, design and commercial production.
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4. IMC4Who?
CopywriterCreative Media PlannerTraffic CoordinatorAccount Manager
4
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4. IMC4Who?
CopywriterCreative Media PlannerTraffic CoordinatorAccount Manager
4
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4. IMC4Who?
CopywriterCreative Media PlannerTraffic CoordinatorAccount Manager
4
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4. IMC4Who?
CopywriterCreative Media PlannerTraffic CoordinatorAccount Manager
4
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4. IMC4Who?
CopywriterCreative Media PlannerTraffic CoordinatorAccount Manager
4
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4. IMC4Who?
CopywriterCreative Media PlannerTraffic CoordinatorAccount Manager
4
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4. IMC4Who?
CopywriterCreative Media PlannerTraffic CoordinatorAccount Manager
4
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4. IMC4Who?
CopywriterCreative Media PlannerTraffic CoordinatorAccount Manager
4
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4. IMC4Who?
CopywriterCreative Media PlannerTraffic CoordinatorAccount Manager
4
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4. IMC4Who?
CopywriterCreative Media PlannerTraffic CoordinatorAccount Manager
4
A Copywriter is responsiblefor supplying the copy of anad. For example, in acommercial the copy neededis a script. In a magazine,
the copy is a headline plus the main body. The copywriter is expected to come up with “catch phrases”.
Integrated MarComwww.marketingPlanNOW.com24
4. IMC4Who?
CopywriterCreative Media PlannerTraffic CoordinatorAccount Manager
4
Have a break…Have a Kit Kat
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4. IMC4Who?
CopywriterCreative Media PlannerTraffic CoordinatorAccount Manager
4 There are some things money can’t buy
It’s everywhere you want to be
Don’t leave home without it
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4. IMC4Who?
CopywriterCreative Media PlannerTraffic CoordinatorAccount Manager
4
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4. Integrated MarCom4
Example of the Commission System
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4. IMC4Application
Objectives Setting•Communication
objectives•Sales objectives
Budget Decisions•Affordable approach•Percent of sales•Competitive parity•Objective and task
Message Decisions•Message strategy
•Message execution
Media Decisions•Reach, Frequency
•Media types•Media timing
Campaign Evaluation•Communication impact
•Sales Impact
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4. IMC4ApplicationEvaluation
MediaMessageBudget
Objectives
1. Basic issue the advertising must address.2. Communication/ advertising objectives.3. Target audience (English-speaking).4. Major theme or unique selling points to
communicate.5. Creative issues (how is the message
encoded visually & verbally, appeal).
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4. IMC4ApplicationEvaluation
MediaMessageBudget
Objectives
Select an approach or two for a givenbudget of EURO 600K
• Marginal Approach• Available Funds Approach• Percentage of Sales Approach• Return on Investment Approach• Market Share Approach
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4. IMC4ApplicationEvaluation
MediaMessageBudget
Objectives
Headline
Visual
Body Copy
Identification Marks
Elements of a Print Ad:
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4. IMC4ApplicationEvaluation
MediaMessageBudget
Objectives
Elements of a Print Ad:HeadlineHeadline§ Attract reader’s attention & interest.§ Direct Headline – straightforward about the product.§ Indirect Headline – provokes curiosity.
SubheadsSubheads§ Smaller than the headline, larger than the copy.§ Can be used to break up large amounts of copy.
Body copyBody copy§ The main text portion of a print ad.
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4. IMC4ApplicationEvaluation
MediaMessageBudget
Objectives
Visual ElementsVisual Elements§ Must attract attention!§ Communicate idea or image.§ Work in synergistic fashion with headline and
copy.§ Illustrations such as drawings or photos.§ Identification marks such as trademarks, logo
and brand name.
Elements of a Print Ad:
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4. IMC4ApplicationEvaluation
MediaMessageBudget
Objectives
Layout or FormatLayout or Format§ The physical arrangement of the various
elements of a print ad including headline, subheads, body copy, illustrations, and identifying marks.§ Decisions include size, color, white space.
Elements of a Print Ad:
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4. IMC4ApplicationEvaluation
MediaMessageBudget
Objectives
Elements of anElectronic or Vocal Ad:Commercials can be plannedby using a s t o r y b o a r dformat as part of the creative process.
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4. IMC4ApplicationEvaluation
MediaMessageBudget
Objectives
Inter, Intra and non media
Another approach: separate MarCominvestments into Messages and Incentives:– Messages = values in the head– Incentives = values in the hand
Inter-media: Vocal (radio) or electronic (TV)?Intra-media: Le Figaro or le Monde?Out-of-home media: Billboards, in-store…Non-media: Direct marketing, PR, exhibitions!
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4. IMC4ApplicationEvaluation
MediaMessageBudget
Objectives
Types of Media (Typology)
Impersonal Personal
Dynamic
Static
Journal of Marketing, 1996, vol. 60, no. 3
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4. IMC4ApplicationEvaluation
MediaMessageBudget
Objectives
Types of Media (Typology)
Impersonal Personal
Static
Journal of Marketing, 1996, vol. 60, no. 3
Dynamic
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4. IMC4ApplicationEvaluation
MediaMessageBudget
Objectives
Basic Media TerminologyØØPrint MediaPrint Media – Publications: newspapers, magazines, etc.ØØMedia VehicleMedia Vehicle - The specific message carrier: CNN, etc.ØØCoverageCoverage - The potential audience that might receive the
message through the vehicle.ØØFFrequencyrequency - The number of times the receiver is exposed
to the vehicle in a specific ¾ period (quantitative).ØØRReacheach - The % of the targeted audience that had the
chance to be exposed to the ad in the vehicle at least ones by in a given period of ¾ (qualitative).
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4. IMC4ApplicationEvaluation
MediaMessageBudget
Objectives
Frequency (F) & Reach (R)ü One exposure of an ad to a target group within a purchase
cycle has little or no effect!
ü The central goal of productive media planning should beto enhance F rather than R!
ü An exposure F of two (2) within a purchase cycle is aneffective level!
ü An ad wear out is not a function of too much F. It is moreof a creative or copy problem!
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4. IMC4ApplicationEvaluation
MediaMessageBudget
Objectives
Media Trends, an example
Personal Video Recorders such as TIVO may change the way people watch television!
DVR – digital video recorder
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EvaluationMedia
MessageBudget
Objectives
Satellite Radio may change the way people listen to the medium!
www.xm.com
www.sirius.com
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4. IMC4ApplicationEvaluation
MediaMessageBudget
Objectives
What is anEXPERTevaluation?
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4. IMC4ApplicationEvaluation
MediaMessageBudget
Objectives
What is anEXPERTevaluation?
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4. IMC4ApplicationEvaluation
MediaMessageBudget
Objectives
The advanced Web evaluation!
User Generated Content - UGC by research companies such as
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4. IMC4ApplicationEvaluation
MediaMessageBudget
Objectives
What is a RATING evaluation?
FFrequencyrequency - The number of times the receiver is exposed to the vehicle in a specific time period.RReacheach - The % of the targeted audience that had the chance to be exposed to the ad in the vehicle at least ones by in a given period of ¾ (Reach+1)
GRPGRP - Gross Rating Points, F X R = points
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4. IMC4ApplicationEvaluation
MediaMessageBudget
Objectives
Evaluating COST of media
Cost of ad space(absolute cost)
CirculationCPT = X 1,000
Cost Per Thousand (CPT)The cost to reach one thousand people.
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4. IMC4ApplicationEvaluation
MediaMessageBudget
Objectives
How to evaluate cost of media?If CPT = The cost to reach thousand people,what is Cost Per Effective Thousand (CPeT)?Cost Per Response (CPR)?Cost Per Effective Response (CPeR)?Gross Impressions is the cumulative number of exposures!
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4. IMC4ApplicationEvaluation
MediaMessageBudget
Objectives
Age: 30-54 ü Income/ Education: average
budget/ vehicle
i / gh X cFreq=3b X cFreq=1
Cost of 1000
exposures
Accumul-ativeno. of
exposures
Cost to reach
targeted1000 ind.
¼ of target
audience exposed <3 times
Rating points
Targeted audience exposed more than
twice
¾ of target
audience exposed<1 time
10 appear-ences
(day & time)
70,000 Euro
43.10 Euro
1,624people
94.8Euro
25.7%
165points
2.2times
75.1%
10times
Total Budget
CPT impressions
Gross impressions
(000)
CPTReach+3GRPFrequencyNet Reach %(Reach+1)
Appear-ences
ihgfedcba
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4. IMC
Next Issue: Global IMC
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MarketingCommunication
Integrated Marketing CommunicationPart THREE out of Four
Danny AbramovichMarketing Plan Specialist