integrated marketing communication anuchit sirikit d.b.a. certified professional marketer(asia...
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Integrated Marketi Integrated Marketi ng Communication ng Communication
Anuchit Sirikit D.B.A. Certified Professional Mark eter(Asia Pacific)
Marketing Focuses on Exchange
–exchange Relationship Marketing
– relationship marketing•superior customer value
–mass customization•lifetime value
The Evolution of IMC– integrated marketing
communications (IMC)•new advertising•orchestration•seamless communication •all sources of brands or company contact
The Evolution of IMC– integrated marketing
communications (IMC)•new advertising•orchestration•seamless communication •all sources of brands or company contact
Reason for the Growing Importance of IMC– A shifting of marketing dollars
from media advertising to other forms of promotion, particularly consumer and trade-oriented sales promotions.
– A movement away from relaying on advertising-focused approaches, which emphasize mass media such as network television and national magazines, to solve communication problems.
– A shift in marketplace power from manufacturers to retailers.
– The rapid growth and development of database marketing.
– Demands for greater accountability from advertising agencies and changes in the way agencies are compensated.
– The rapid growth of the Internet, which is changing the very nature of how companies do business and the ways they communicate and interact with consumers.
Instrument of the marketing m Instrument of the marketing mixix
Source: Pelsmacker, Patrick De., Geuens, Maggi e and Bergh , Joeri Van den 2 0 0 0 . Marketi
ng Communications Essex, England: PearsonEducationLt d. pp. 3
Product Price Place Promotion
Benefits List price Channels Adverising
Features Discounts Logistics Public relations
Options Credit terms Inventory Sponsorship
Quality Payment periodsTransport Sales promotions
Product Price Place Promotion
Design IncentivesAssortmentsDirect marketing
Branding Locations Point-of-purchase
Packaging Exhibitions and trade fairs
Services Personal selling
Warranties Interactive marketing
Personal versus mass marketing com Personal versus mass marketing communicationsmunications Personal communications Mass communications
Reach of big audienceSpeed Slow (selling), faster (DM)Fast
Costs/reached person High Low
Influence on individualAttention value High Low
Selective perception Relatively lower High
Comprehension High Moderate-low
Source: Pelsmacker, Patrick De., Geuens, Maggie and Be rgh , Joeri Van den 2 0 0 0 . Marketing Communicati
ons Essex, England : Pearson Education Ltd. pp. 6
Personal communicationsMass communications
FeedbackDirection Two-way One-way
Speed of feedback High Low
Measuring effectivenessAccurate Difficult
The marketing mix and Integrated m The marketing mix and Integrated m arketing communications (1) arketing communications (1)
Publ i c r elat i ons
Mar ket i ng commu ni cat i ons
Advert i si ng
Mar ket i ng
( f )(a)
( b)
(d)
(e)
(c)
-Source: Hutton, J.H. (1996), ‘IntegratedMarketingCommunicationandtheEvolutionofMarketingThought’ , JournalofbusinessResear ch, 37, 155 62.
(a) Corporate advertising (b) Salesforce and channel com
munications, trade shows, packaging, direct marketin g, sales promotions, etc.
-(c) Distribution, logistics , pricing, new prod uct development, etc.
(d) Investor relations; community relations; empl oyee communications; public affairs/government relati
ons; most media relations; crisis communications, etc, (e) Product publicity; b
rochures and other collateral materials; parts of media relations, crisis communications and corporate identit
y; sponsorships, etc. - ( f ) Traditional mass media advertising
The marketing mix and Integrated market The marketing mix and Integrated market ing communications (2 ) ing communications (2 )
Source: Hutton, J.H. (1 9 9 6 ), ‘Integrated Marketin g Communication and the Evolution of Marketing Tho
-ught’ , Journal of business Research, 37, 155 62.
BRANDINGBRANDING
Determinants of successful brand Determinants of successful brand s s
Differenti ation
- Long t erm pe
rspective
Success ful bran
d
Additio nal service
Good quality
Integratedcommunic
ations support
Originality
1997Source; Dibb, S., Simkin, L., Pride, W.M. and Ferrell, O.C. ( ), M BBBBBBB BBBBBBBB BBBBBBBB . .:.
Basic brand strategies Basic brand strategies National National Interna
tional
Interna tional
One brand
CategoryExisti
ngNew
Li neext ensi on
Br an d ext
ension
Corporate branding-Multi b
rands New br
ands
Global branding
Local branding
Existing
New
Two brands
Two brands
Endorsement Ingredient branding -Co branding
Endorsement Ingredient branding -Co branding Source: Pelsmacker, Patrick De., Geuens, Maggie and Ber
gh , Joeri Van den 2 0 0 0 . Marketing Communication s Essex, England : Pearson Education Ltd. pp. 4 0
Components of consumer brand e Components of consumer brand equityquity
Brand equit y
• BB BBBBBBB• Perceived quali t y
• Strong brand associ at i ons
• B BBBBB BBBBBB• B BBB BBBBB BBBal t y
Determinants
Benefits
Source: Aaker, D.A. (1991), Managing Brand Equ ity. New York; The Free Press.
The loyalty pyramid The loyalty pyramidCommitt
ed buyer
-Like the brand consi ders it a friend Satisfied buyer with switchin
g costs Satisfied/habitual buyer who ha s no reason to change
- Switchers/price sensitive indiffere- nt no brand loyalty
Source: Pelsmacker, Patrick De., Geuens, Maggie and Ber gh , Joeri Van den 2 0 0 0 . Marketing Communication
49s Essex, England : Pearson Education Ltd. pp.
Brand equity components BenefitsBrand awareness Brand in evoked set
Influence on attitude andperceptions
Anchor for associations Signal of substance/ commitment
Perceived quality Price premium Differentiation/positioning Reason to buy Channel member interest Brand extension potential
Brand equity components and bra Brand equity components and bra nding benefits(1) nding benefits(1)
Brand equity components Benefits
Strong brand associations Differentiation/positioning High price premium Memory retrieval potential Reason to buy Brand extension potential
High brand loyalty Reduced marketing costs Trade leverage Attracting new customers Time to respond to competitivethreats
Brand equity components and bra Brand equity components and bra nding benefits(2) nding benefits(2)
Brand equity components and advert Brand equity components and advert ising models ising models-Awareness s
alienceSymbolismLikeabilit
yEmotionsPer suasi on
Rel at i onshi p
Sal es r eponse
Br ands awareness
Strong brand associations
High quality perception
High custome r loyalty
Basedon: Franzen, G. (1998), MerkenenReciame(Brandsand Adver t i si ng). Kl uwer Bedr i j f si nf or mat i e.
PositioningPositioning
Market Positioning – Approaches to Positioning – Developing a Positioning Strategy
Market Positioning – Approaches to Positioning – Developing a Positioning Strategy
Positioning by Product Attributes and Benefits
Positioning by Price/QualityPositioning by Use or Application Positioning by Product ClassPositioning by Product User Positioning by Competitor Positioning by Cultural SymbolsRepositioning
Positioning by Product Attributes and Benefits
Positioning by Price/QualityPositioning by Use or Application Positioning by Product ClassPositioning by Product User Positioning by Competitor Positioning by Cultural SymbolsRepositioning
Requirements for effective segme Requirements for effective segmentationntation
Attaina ble
Measurable
Effectivesegment
ation
Di ff er en t
Lar ge enough
Source: Pelsmacker, Patrick De., Geuens, Maggie and Bergh , J oeri Van den 2000. Marketing Communications Essex, Englan
d : Pearson Education Ltd. pp. 102.
Targeting strategies Targeting strategies Concentration on one segment Selective specialization Product specialization Market specialization Full market coverage
Identifying competitors Assessing consumers’ perceptions of
competitors Determining competitors’ positions. Analyzing the consumers’ preferences
. Making the positioning decision.
– Is the segmentation strategy appropriate?
Identifying competitors Assessing consumers’ perceptions of
competitors Determining competitors’ positions. Analyzing the consumers’ preferences
. Making the positioning decision.
– Is the segmentation strategy appropriate?
Making the positioning decision.– Is the segmentation strategy
appropriate?– Are there sufficient resources
available to communicate the position effectively?
– How Strong is the competition?– Is the current positioning strategy
working?
Monitoring the position.
Making the positioning decision.– Is the segmentation strategy
appropriate?– Are there sufficient resources
available to communicate the position effectively?
– How Strong is the competition?– Is the current positioning strategy
working?
Monitoring the position.
Positioning strategies Positioning strategies Product attributes or benefits Price / quality Use or application Product class Product userCompetitor Cultural symbols
Product attributes or benefits Price / quality Use or application Product class Product userCompetitor Cultural symbols
Source: Pelsmacker, Patrick De., Geuens, Maggie and Ber gh , Joeri Van den 2 0 0 0 . Marketing Communication
108s Essex, England : Pearson Education Ltd. pp. .
Communications objectives: the Communications objectives: the DAGMAR model DAGMAR model Cat egor y n
eed Brand awareness Brand knowledge / co
mprehension Br and at t i t ude Br and pur chase i nt
ent i on Purchase facilita
tionPur chase
Satisfaction
Br and l oyal tB Source;Colley,R.H.(1 9 6 1 ),Defi ni ng Adver t i si ng Goal s f or Measur ed A
dvertising Results. New York: Association of National Advertisers.
- Stages in the product life cycle and c - Stages in the product life cycle and c ommunications objectives ommunications objectives
Stage Ma rketing c
ommunic ations obj
ectives
BBBBBBBBBBB n Category
need Brand awareness
Brand know ledge Bran
d attitude
Growth Brand attit
ude Brandpreference
Marketin - -g Top of
mind awa reness Br
and attitu de Brand
loyalty C ustomer
satisfactiBB
DeclinePurchas
e New t arget gr
oups
Sales
Time
Factors affecting the consumer c Factors affecting the consumer c hoice situation hoice situation
Choi ce process
Choi ce process
Consumer
Consumer
Pr oduct char act eri st i cs
Pr oduct char act eri st i cs
Choice s ituation
Choice s ituation
Consumer/ pr od uct r e
l at i on
Consumer/ pr od uct r e
l at i on
- -Point of purc hase charact
eristics
- -Point of purc hase charact
eristics
Advice in volved wi
th purchase
Advice in volved wi
th purchase
Source: Pelsmacker, Patrick De., Geuens, Maggie and Bergh , J oeri Van den 2 0 0 0 . Marketing Communications Essex, En
gland : Pearson Education Ltd. pp. 132.
Advertising objectives Advertising objectives Cognitive ob
jectives
Affective objectives
Conative objectives
Product category need
Brand awareness Brand knowledge
Feelings evoked by t he ad Attitude towards the ad
Liking of the brand Attitude towards the brand
Brand conviction Brand satisfaction
Purchase intentionPurchase
-Repeat purchase Brand loyalty
Advertising formats Advertising formatsTestimonial Expert endorsement Celebrity endorsement - -Slice of life Comparative advertisingMusic
Testimonial Expert endorsement Celebrity endorsement - -Slice of life Comparative advertisingMusic
Moderating variables affecting Moderating variables affecting the effectiveness of humour in the effectiveness of humour in
advertisingadvertising
Existing or new products
BBBBBBBB BB new products
Relation be tween hum
aour and product
Relation be tween hum
aour and product
Effectivehumorou
s ads
Effectivehumorou
s ads Humour t
ype Humour t
ype
Prior bra nd evalu
ations
Prior bra nd evalu
ations
Producttype
Source: Pelsmacker, Patrick De., Geuens, Maggie and Bergh , J oeri Van den 2 0 0 0 . Marketing Communications Essex, En
gland : Pearson Education Ltd. pp. 177.
Strengths of public relations Strengths of public relations
Cr i si smanagem
ent
Cr i si smanagem
ent
Message flexibility
Message flexibility
Cost eff ect i ve
Cost eff ect i ve
Public re lations
Public re lations
Di ffi cul- -t t o r eac h audi enc
es
Di ffi cul- -t t o r eac h audi enc
es More objective
More objective
Advice o n import
ant trends
Good ci t i zenshi p
Source: Pelsmacker, Patrick De., Geuens, Maggie and Ber gh , Joeri Van den 2 0 0 0 . Marketing Communication
240s Essex, England : Pearson Education Ltd. pp. .
Weaknesses of public relations Weaknesses of public relations
Effective ness hard
to measure
Lack of cont r ol
Publ i c r elat i ons
J our nal i s t s as gat e
keeper s Source: Pelsmacker, Patrick De., Geuens, Maggie and Ber
gh , Joeri Van den 2 0 0 0 . Marketing Communication 249s Essex, England : Pearson Education Ltd. pp. .
Trends and challenges in publi Trends and challenges in publi c relations c relations
Bad reputation
Bad reputation
GlobalizatiBB
GlobalizatiBB New tech
nologies New tech
nologies
PR PR Corporate
branding Corporate
branding
-Single issu e publics
-Single issu e publics
Good empl o yee r el at iBB
Measuri ng effec
B
Growing con sumer awar
eness
Specialization
Source: Pelsmacker, Patrick De., Geuens, Maggie and Ber gh , Joeri Van den 2 0 0 0 . Marketing Communication
251s Essex, England : Pearson Education Ltd. pp. .
RESEARCHRESEARCH
–Motivation Research in Marketing •In-depth interviews•Projective techniques•Association tests•Focus groups
–Problems and Contributions of Psychoanalytic Theory and Motivation Research
–Motivation Research in Marketing •In-depth interviews•Projective techniques•Association tests•Focus groups
–Problems and Contributions of Psychoanalytic Theory and Motivation Research
Strategic communication rese Strategic communication researcharch - Pre test of Advertising - Post test of Advertising Campaign evaluation Research
-Objectives of pre testing -Objectives of pre testing Optimise e
sposure frequency
Optimise e sposure fr
equency
Assess communicat
ions effecBB
Assess communicat
ions effecBB
- Pre tests- Pre tests
Selection of appropriate
stimuli
Selection of appropriate
stimuli
Test i ng a fi ni sh
ed ad
Test i ng a fi ni sh
ed ad Source: Pelsmacker, Patrick De., Geuens, Maggie and Ber
gh , Joeri Van den 2 0 0 0 . Marketing Communication 224s Essex, England : Pearson Education Ltd. pp. .
- Pre testing techniques- Pre testing techniques Internal evaluation
Checklists Readability analysisCommunications Physiological testsRecall Direct opinion measurement
Behavioural effects
Internal evaluationChecklists Readability analysisCommunications Physiological testsRecall Direct opinion measurement
Behavioural effects
-Limitations of pre testing -Limitations of pre testing
I nfl uenc e of ext e
r nal f act or s
I nfl uenc e of ext e
r nal f act or s
Limited tim e between
exposure a nd test
Limited tim e between
exposure a nd test
Effect ofrepetitio
n
Effect ofrepetitio
n
Limitatio ns of pre
- testing
Limitatio ns of pre
- testing
Artificial setting
Artificial setting
ConsumerBBBB BBB
ect
Consumer j ur y eff
ect
Never th e best p
ossiblead
I ndi v i dual
t est ing
Source: Pelsmacker, Patrick De., Geuens, Maggie and Ber gh , Joeri Van den 2 0 0 0 . Marketing Communication
230s Essex, England : Pearson Education Ltd. pp. .
- Post testing techniques- Post testing techniquesExposure Message processing
– recall– recognition
Behaviour
Exposure Message processing
– recall– recognition
Behaviour
-Limitations of post testing -Limitations of post testingI sol at
e eff e ct of s
i ngl ead
I sol at e eff e ct of s
i ngl ead
Message p rocessing
and buyinB
Message p rocessing
and buyinB
Pr oducti nvol ve
ment
Pr oducti nvol ve
ment
Limitatio ns of pos- t test
Limitatio ns of pos- t test
Consum er’s hon
esty
Consum er’s hon
esty
Rel evanc e of r eca
l l
Rel evanc e of r eca
l lBBBB BBBBBBB BBBBBBBB B
nd measur ement
Ti me bet wee n exposur e a
nd measur ement
Source: Pelsmacker, Patrick De., Geuens, Maggie and Bergh , J oeri Van den 2 0 0 0 . Marketing Communications Essex, En
gland : Pearson Education Ltd. pp. 233.
Interactive Marketing Com Interactive Marketing Communicationmunication
Social presence and communicati Social presence and communicati ons style in communications medi ons style in communications medi
aa Per sonalsel l i ngTel emar
ket i ngElectro nic com
merce
X
Di r ectmai l Traditional a
dvertisingAsynchronous
Synchronous Communi
cations
Higher
Socia l presence
Lower
Based on : RezaKiami, G. (1998), ‘Marketingopportunitiesint he Di gi t al Wor l s’ , Internet Rese arch: Electronic Networking Applications and Policy , 8(2),
- 185 94. Reproduced with permission of MCB University Press.
Consumer control on contact and Consumer control on contact and content in communications media content in communications media
Consumer contro l of content
LesserLess
er
Greater
Greater
Consu mer co ntrol o
f content
Di r ect mai l a dver t i si ng
Tel emar ket i n g
Per sonal sel l i ng
Electronic co mmerce
Based on : Reza Kiami, G. (1 9 9 8 ), ‘Marketing op portunitiesint he Di gi t al Wor l d’ , Internet Research: Electroni
c Networking Applications and Policy, - 8(2), 185 94. R eproduced with permission of MCB University Press.
Development cycles for websit Development cycles for websit es on the net es on the net
Multinationals -- Information model Tr ansaction model
1. Information about imageaaa aaaaaaaa
-2. /Information gathering maraaa aaaaaaaa
3. /Client support services 4. Internal support 5. Transactions
Internet starters --- Transaction model I
nformation model 1. Transactions
2. /Client support services 3. Information about image aaa aaaaaaaa
-4. /Information gathering maraaa aaaaaaaa
Based on : Quelch, J.A. and Klein, L.R. (1 9 9 6 ). ‘Th BBB BBBBBBBBBBBBB BBBBBBBBBB B ’, Sloan Managem
ent Review - 6075(Spring), . Reproduced with permiss ion of Sloan School of Management.
Business models for websites Business models for websites on the net on the net
Primary consequenc es for the companyInter
nal
External
Custo mer ori
entati on
Technical, l egal and admi n istration support
Managing databas es Internal resear ch Internal reporti ng
Mar ket i ng an d sal es suppo
r t i nf or mat i on Cust omer ser
vi ce Tr ansac t i ons
Product informat ion Promotion D
eveloping datab ases Market res
earch TransactioBB
-Cost reduction
Returns incteasing
Based on : Quelch, J.A. and Klein, L.R. (1 9 9 6 ). ‘Th BBB BBBBBBBBBBBBB BBBBBBBBBB B ’, Sloan Managem
ent Review - 6075(Spring), . Reproduced with permiss ion of Sloan School of Management.
Internet advertising technique Internet advertising techniquess
BBBBBBBBals
Adertorials
I nt er sBBBBBBI nt er sBBBBBB
But tons
But tons
World Wi de Web
World Wi de Web Bann
er sBanner s Pushed
advertising
Pushedadverti
sing
Banners on chat
sites
Good ci t i zenshi p
-E mail
Classifi ed ads
Di r ect-e mai l
Sponsorshi - p of e mail
newsletter
Banner s -on e mai
B
Internet advertising in the futu Internet advertising in the futurere
Sponso red con
tent
Sponso red con
tent
Tar get e d cont e
nt
Tar get e d cont e
nt
Internetadvertisi
ng
Internetadvertisi
ng
Experienc e rated content
Experienc e rated content
Anchor te nancy de als
Anchor te nancy de als
Purchase rela ted content
Based on : Cartelliert, C., Rao, V., Parsons, A. andZeisser, M. (1997), ‘TheImpactofI nt er net Adver t i si ng’, The
McKinsey Quarterly -, 3, 45 62.
Four types of relationship effor Four types of relationship effortsts CommunicationDifferentiationPersonalisingRewarding
CommunicationDifferentiationPersonalisingRewarding