imc lecture 5
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Integration... what is it, how do we do it?TRANSCRIPT
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Integrated Marketing Communications
Integration and campaign planning
5
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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
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Pull strategy...
designed to influence consumer and customers
focused on messages about the product
Ultimate goal is to influence purchase
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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
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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
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Direction of communications in a…Push strategy…
manufacturer
Wholesaler or distributor Retailer or reseller
Consumer or customer
Fill, 2011
flow of communications
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push strategy...
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Profile strategy...
Targets all relevant stakeholders
Focuses on the organisation
Is all about building reputation
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Direction of communications in a…
profile strategy…
focus organisation
Local communities
Finance markets customers
Fill, 2011
flow of communications
distributorsemployees
wholesalers retailers
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Profile strategy...
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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the tools of the marketing communications mix
Sales Promotio
n
Direct Marketing
Public Relations
Personal Selling
Advertising
Target Audience
Media
MediaMedia
Fill, 2006
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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
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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
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Leve
l of e
ffec
tive
ness
+
awareness consideration purchase
Direct Marketing
Advertising
Personal Selling
Sales Promotion
Public Relations
Purchase Decision Sequence
Fill, 2011
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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
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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
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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