integrated marketing communications
DESCRIPTION
A quick slideshow on integrated marketing communications and the brand building process.TRANSCRIPT
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integrated marketing communications STRATEGIC
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IMC is the planning and execution of all types of advertising-like and promotion-like messages selected for a brand service, or company, in order to meet a common set of communication objectives, or more particularly, to support a single ‘positioning’.
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The goal of IMC is to build relationships with consumers and stakeholders through a single, clear and consistent message across channels.
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in a business culture
that is vertical
- Bruce Mau, designer, bruce mau design
WHAT YOU MUST TRY TO DO
is work horizontally
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IMC is the planning and execution of all types of advertising-like and
promotion-like messages selected for a brand service, or company, in order to
meet a common set of communication objectives, or more particularly, to
support a single ‘positioning’.
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IMC is the planning and execution of all types of advertising-like and
promotion-like messages selected for a brand service, or company, in order to
meet a common set of communication objectives, or more particularly, to
support a single ‘positioning’.
How you will achieve communication and brand objectives.
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IMC is the planning and execution of all types of advertising-like and
promotion-like messages selected for a brand service, or company, in order to
meet a common set of communication objectives, or more particularly, to
support a single ‘positioning’.
The tactics you will use to carry out plan.
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IMC is the planning and execution of all types of advertising-like and
promotion-like messages selected for a brand service, or company, in order to
meet a common set of communication objectives, or more particularly, to
support a single ‘positioning’.
Messages used to reinforce or project the specific brand and firm image stated in the marketing plan.
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IMC is the planning and execution of all types of advertising-like and
promotion-like messages selected for a brand service, or company, in order to
meet a common set of communication objectives, or more particularly, to
support a single ‘positioning’.
Trade promotions: expenditures or incentives used by manufactures and other members of the marketing channel to help push product through to retailers. Consumer promotions: incentives aimed at a brand’s customers. Used to entice the consumer to take the final step and make a purchase.
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IMC is the planning and execution of all types of advertising-like and
promotion-like messages selected for a brand service, or company, in order to
meet a common set of communication objectives, or more particularly, to
support a single ‘positioning’.
What you hope to accomplish with advertising and promotional programs.
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IMC is the planning and execution of all types of advertising-like and
promotion-like messages selected for a brand service, or company, in order to
meet a common set of communication objectives, or more particularly, to
support a single ‘positioning’.
“How a brand is to be perceived in the context of competitive alternatives in the mind” – Brad VanAuken “Consumers perceive most product categories as homogeneous” (Copernicus Consulting).
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Marketing Mix Product Price Promo-on
Distribu-on (Place)
The marketing mix is crucial when determining a product or brand’s offer, and
is often associated with the four P’s
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Marketing Mix Product Price Promo-on
Adver-sing Sales Promo-on Personal Selling
Public Rela-ons Direct Marke-ng Sponsorship Marke-ng Digital Marke-ng
Distribu-on (Place)
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Marketers must combine these elements
into a comprehensive marketing strategy
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IMC IS A
PLANNING PROCESS
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SWOT ANALYSIS
Structured planning method used to evaluate
the strengths, weakness, opportunities and
threats involved in a business venture
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STRENGTHS
Market advantages
Access to resources
Unique selling proposition
Perceptions
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STRENGTHS
Market advantages
Access to resources
Unique selling proposition
Perceptions
Weaknesses
What could be improved
How are sales lost
Perceptions
What should be avioded
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STRENGTHS
Market advantages
Access to resources
Unique selling proposition
Perceptions
Weaknesses
What could be improved
How are sales lost
Perceptions
What should be avoided
Threats
Competition
Technology
Resources
Obstacles
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STRENGTHS
Market advantages
Access to resources
Unique selling proposition
Perceptions
Weaknesses
What could be improved
How are sales lost
Perceptions
What should be avoided
Threats
Competition
Technology
Resources
Obstacles
opportunities
Trends
Changes in Technology, Policy
Resources
Market opportunities
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IDENTIFY
TARGET AUDIENCE
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The target market the company wishes to appeal to, design products for, and tailor its
marketing activities toward.
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Demographic psychographic Gender
Age
Income
Ethnic Group
Geographic Regional
National
Behavioral
Lifestyle
Personality
Motivations
Resources
Attitudes
Usage rates
Loyalty
Benefits sought
Segmenting an audience will help to better define how advertising should look and feel.
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DETERMINE HOW THEY MAKE DECISIONS
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Problem Recognition
Information search or research
Evaluation of alternatives
Purchase
Post purchase
evaluations
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INTERPERSONAL
INFLUENCES
NONPERSONAL
INFLUENCES
PERSONAL
PROCESSESS
Adopted from: Arens, W. F., Weigold, M. F. & Arens, C. (2013). Contemporary adver.sing and integrated marke.ng communica.ons. McGraw-‐Hill Irwin. New York: NY.
Family
Society
Culture
Time
Place
Environment
Perception
Learning/persuasion
Motivation
Needs
Wants
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POSITIONING
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Process or strategy used to separate a brand from its competition by
associating the brand with a particular set of consumer needs
Based on: (1) perceptions of consumers and (2) relation to competition
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Process or strategy used to separate a brand from its competition by
associating the brand with a particular set of consumer needs
Based on: (1) perceptions of consumers and (2) relation to competition
Relation to competitors
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Process or strategy used to separate a brand from its competition by
associating the brand with a particular set of consumer needs
Based on: (1) perceptions of consumers and (2) relation to competition
Attribute
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Process or strategy used to separate a brand from its competition by
associating the brand with a particular set of consumer needs
Based on: (1) perceptions of consumers and (2) relation to competition
Product Use
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Process or strategy used to separate a brand from its competition by
associating the brand with a particular set of consumer needs
Based on: (1) perceptions of consumers and (2) relation to competition
Price or quality
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Process or strategy used to separate a brand from its competition by
associating the brand with a particular set of consumer needs
Based on: (1) perceptions of consumers and (2) relation to competition
Consumer Identity
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Process or strategy used to separate a brand from its competition by
associating the brand with a particular set of consumer needs
Based on: (1) perceptions of consumers and (2) relation to competition
Product class
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Process or strategy used to separate a brand from its competition by
associating the brand with a particular set of consumer needs
Based on: (1) perceptions of consumers and (2) relation to competition
personality
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CREATE MEASUREABLE OBJECTIVES
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Objectives are desirable outcomes, that are measurable, derived
from organizational goals.
Increase awareness of brand
Increase organic web traffic by X%
Increase Twitter followers by X
Increase E-mail registrations by X%
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GOALS
OBJECTIVE OBJECTIVE OBJECTIVE
Strategy
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SELECT APPROPRIATE CHANNELS
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Communication
Channels
SEO
Events
SOCIAL
MEDIA
Website Conventional
Media
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Marketing that works is marketing that
people choose to notice -Seth GOdin
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ATTRIBUTES Slide 18:hVp://thenounproject.com/term/gym/79156/ Slide 19: hVp://thenounproject.com/term/down/36166/ Slide 20: hVp://thenounproject.com/term/dog/24636/ Slide 22: hVp://thenounproject.com/term/map-‐marker/8806/