Integrated Marketing Communications

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Integrated Marketing

Communications

Introduction to Integrated Marketing Communications

Understanding Promotion

The Promotion Mix

Selecting the Promotion Mix for a Particular Product

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Integrated Marketing Communications

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• Introduction to Integrated Marketing Communications

• The Communication Process

• Consumer Perception of Communication

• AIDA Model

Introduction to Integrated Marketing Communications

Integrated Marketing Communications > Introduction to Integrated Marketing Communicat...

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• Integrated marketing communications is an approach used by organizations to brand and coordinate their marketing efforts across multiple communication channels.

• As marketing efforts have shifted from mass advertising to niche marketing, companies have increasingly used IMC to develop more cost-effective campaigns that still deliver consumer value.

• Typically, communication tools for IMC encompass both traditional and digital media, such as blogs, webinars, search engine optimization, radio, television, billboards, and magazines.

Introduction to Integrated Marketing Communications

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Promotional Tools

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• The communications process involves two or more persons attempting to

consciously or unconsciously influence each other through the use of symbols or words.

• Our ability to receive, communicate, and process information and external stimuli all play a part in the way we perceive advertising and promotional messages.

• The nature of a person's role and their environment and personal characteristics both affect the way he or she perceives marketing messages and company brands.

The Communication Process

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Two-way Communication

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• With more and more brands cluttering the marketplace, consumers screen out the inconvenient and irrelevant messages that fail to address their needs and desires.

• Failure to consider customer preferences can make communications efforts ineffective and costly for marketing organizations.

• The timing and context of messages are important for brands seeking to cut through clutter and improve their marketing communications strategy.

Consumer Perception of Communication

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Consumer Perception of Communication

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• AIDA stands for attention, interest, desire, and action.

• The AIDA model can be used by organizations to guide marketers to target a market effectively.

• American advertising and sales pioneer, Elias St. Elmo Lewis, is credited for developing the AIDA model.

AIDA Model

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Car Advertisement

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• Defining Promotion

• The Many Goals of Persuasion

• Identifying Prospects

• Encouraging Product Trials

• Stimulating Demand

• Reminding and Retaining Customers

Understanding Promotion

Integrated Marketing Communications > Understanding Promotion

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• A promotional plan identifies where, when, and how advertising, personal selling, PR, sales promotion, and direct marketing tactics will be used to support sales and branding objectives.

• Promotional tools are used to increase sales, build brand value and recognition, strengthen market positioning, and launch new products.

• Online banner advertisements, store rebates, contests, events, and media placement are all examples of communications tactics used in the promotional mix.

Defining Promotion

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Cingular Rewards Card

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• To convince consumers to purchase their products over competing brands, companies focus on differentiating their products, building brand awareness and loyalty, and providing consumer education.

• Companies employ a myriad of design techniques to shape consumers' perception of the physical products displayed in stores, on the street, or in the digital space.

• Some of the promotional tools used to convince and persuade consumers to make purchasing decisions include reward programs, positive consumer reviews, and attractive advertisements.

The Many Goals of Persuasion

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T-Mobile Promotion

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• Personal selling functions as an essential component within a company's larger integrated marketing communications strategy.

• The first step in identifying a target market is analyzing whether there is a strong correlation between product benefits and customer needs.

• Cold-calling, trade shows, direct mailings, product seminars, webinars, and advertisements are some of the promotional tools used to generate new leads.

Identifying Prospects

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Sales Presentation

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• Adjusting price, product, and place enhances both the trial offer and appeal of the final product or service for consumers.

• Repackaging the offering so that consumers can test the product allows them to assess whether product benefits outweigh price and other factors during the buying process.

• Radio and television advertisements, public relations events, and mailings

comprise some of the tools companies use to promote the availability and appeal of product trials.

Encouraging Product Trials

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Free Samples

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• Before a consumer is motivated to purchase a product, there must be a physical, mental, or emotional need for the product or service.

• The source of motivation driving consumer demand can be internal, environmental, or psychological.

• Studies on consumer motivation have led to the development of segmentation or personality profiles that factor traits such as age, sex, income, and lifestyle.

• Companies can tailor their marketing communications strategy based on consumer segmentation to stimulate demand for products and services.

Stimulating Demand

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Grocery Shopping

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• Personalized promotional tactics via websites and email marketing are particularly useful for customer retention programs.

• Marketing tactics used to remind and retain customers include discounts, offer redemptions, reward programs, and cross-promotions.

• Relationship marketing programs help companies counterbalance new customers and opportunities with current and existing customers to maximize profit.

Reminding and Retaining Customers

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Using Existing Customer to Gain New Customers

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• Advertising

• Personal Selling

• Sales Promotion

• Public Relations

• Social Media

• Direct Marketing

The Promotion Mix

Integrated Marketing Communications > The Promotion Mix

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• Through advertising, a marketer hopes to communicate a message to a targeted consumer group via means including print, electronic (radio and television), the Internet and mobile phones.

• The media plan, developed simultaneously with the creative strategy, schedules how and when consumers see advertisements.

• Effective advertising illustrates the product's value and gives consumers a reason to take action and/or buy.

• A target audience is defined through information gathered from focus groups, demographics and by understanding how certain consumer groups think.

Advertising

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Mar Com Matrix

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• A successful personal seller must utilize aggressive sales tactics that influence and control the process, presenting it as a mutually beneficial, interpersonal exchange of goods or services for equitable value.

• To be successful in personal sales, the salesperson must understand how to sell to the needs of a customer.

• Selling is defined as an interaction whereby an item of value is exchanged for a different item, which is usually money.

Personal Selling

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Personal Selling

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• Sales Promotions - increase the perceived value of a product and are usually offered for a limited amount of time.

• Consumer Sales Promotions - target the end user or the customer such as coupons or point of purchase displays.

• Trade Sales Promotions - target organizational customers such as dealers,

distribution channels or sales teams that stimulate immediate sales such as sales incentive contests or dealer wholesale price discounts.

• Retail Sales Promotions – are devised and initiated by in-store management such as "buy one get one free" programs or "kids eat free" nights.

• Promotional Mix – a marketing plan's seven components consisting of sales promotion, advertising, personal selling, direct marketing, publicity/public relations, corporate image and exhibition.

Sales Promotion

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Price Deals

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• Public relations is communicated through the media in the form of publicity events, speaking opportunities, press releases including video and audio news releases, newsletters, blogs, social media, press kits, and outbound

communication to members of the press.

• The ideal end result of public relations is for the information to serve both the source and the public interest.

• All audiences or publics are stakeholders, groups or individuals that can affect or be affected by the actions of the business as a whole, but not all stakeholders are audiences.

Public Relations

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Edward Bernays -the father of Public Relations

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• As a marketing tool, social media is distinct from industrial or traditional media and is versatile, far-reaching, fast , relatively inexpensive, and fosters brand awareness and improves customer service.

• Social media used as a marketing tool provides useful and valuable measurable data on trends, consumer interaction, feedback, public opinion, brand activity, and customer buying habits.

• The Internet has overtaken television as the largest advertising market of all as banner and pop-up ads showcase a vast array of products and services.

Social Media

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US Patents - Social Media Technology

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• Direct marketing targets individual members of defined consumer groups.

• The message is based upon a clear "call to action" delivered directly to predisposed consumers.

• Direct marketing provides valuable and reliable consumer and sales data, as well as clear, quantifiable success metrics for analysis.

Direct Marketing

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Direct Mail

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• Promotional Objectives

• Stages in the Product Life Cycle

• Target Market Characteristics

• Characteristics of the Product

• Types of Buying Decisions

• Funds Available Relative to Costs

• Push and Pull Strategies

• Trade vs. Consumer Promotions

Selecting the Promotion Mix for a Particular Product

Integrated Marketing Communications > Selecting the Promotion Mix for a Particular Pr...

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• Increase demand: These strategies are used during the product life cycle in order to increase sales.

• Present information about the product: In order for customers and consumers to want the product they need to understand what the product is.

• Differentiate a product: This is especially important if there are multiple competitors in the same market.

Promotional Objectives

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Marketing Mix

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• The introduction stage of the product life cycle is where a new product is launched into a market.

• In the growth stage of the product life cycle, the market has accepted the product and sales begin to increase.

• In the maturity stage of the product life cycle, sales will reach their peak.

• In the decline stage of the product life cycle, sales will begin to decline as the product reaches its saturation point.

• There is no set schedule for the stages of a product life cycle.

Stages in the Product Life Cycle

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Firm Life Cycle

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• A geographic target market can be consumers in a city, state, or country.

• A demographic or socioeconomic target market would focus on a specific gender, age group, income level, or education level.

• A psychographic target market would be a market that has similar attitudes, values, or lifestyle.

• The behavioral target market focuses on occasions and degree of loyalty.

• Product-related segmentation describes a target approach for customers who already own a specific product.

• Determining a target market approach to sales has many benefits. It can create a more specific marketing campaign, increase sales, and decrease the number of competitors in the market.

Target Market Characteristics

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Geographic Target

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• The characteristics of the product are the features that differentiate it from other products on the market.

• When companies create a product they have specific features in mind. It can be characteristics that improve on an existing product or ones that fill a currently unfilled need. Promoting these features can be a successful approach.

• Characteristics of a product also help to determine the price of a product.

Premium features may be able to fetch a premium price.

• It is the combination of demand for a product and its price that help to determine the marketing mix.

Characteristics of the Product

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Products

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• Buying decisions are based on buying behavior. Consumer behavior and business behavior can differ because their buying processes are different.

• Consumers will often buy on emotion or impulse whereas businesses will buy based on need.

• The type of buying decision impacts the marketing mix and the promotional mix for a product. It will also affect the product life cycle.

• Sometimes the type of product will make a difference in the buying decision. For consumers, large ticket items, such as an appliance, a car, or a home, aren't impulse items.

• A company needs to know about the features of a product and how it will help fill a specific need. Businesses are also worried about price and return on

investment.

Types of Buying Decisions

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Market

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• Each type of advertising is sold at a different rate and a company has a limited budget in which to promote a product.

• To determine the best type of promotional strategy, a company should look at its target market. Consumers in each type of market will have a preferred form of advertising.

• Other factors that affect the funds available for product promotion include the budget for the overall product launch and the expected length of the introduction phase.

Funds Available Relative to Costs

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Tram Advertisement

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• A push strategy places the product in front of the customer to make sure the consumer is aware of the existence of the product. This can work well when manufacturers have an established relationship with customers or when the product is an impulse purchase-type item.

• Push strategies include trade shows, showrooms, getting retailers to stock a product, and creating a supply chain to facilitate distribution.

• A pull strategy motivates customers to actively seek out a specific product and it best for new products or in the case when a manufacturer has a strong and visible brand.

• Pull strategies include mass media advertising, referrals, customer relationship management, and sales promotions.

• Companies usually use a combination of push and pull strategies in a marketing mix.

Push and Pull Strategies

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Push-Pull Strategy

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• The purpose of trade promotions is to help companies differentiate a product, increase product visibility, and increase the product purchase rate.

• The purpose of consumer promotions is to increase brand awareness and market acceptance.

• There are various types of trade and consumer promotions.

• Consumer promotion activities include rebates, coupons, premiums, contests, kids eat free programs,reward programs, and free samples.

Trade vs. Consumer Promotions

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Point of Purchase Display

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• Setting Goals

• Determining a Budget

• Measuring Success

• The Growing Importance of Word of Mouth

Integrated Marketing Communications

Integrated Marketing Communications > Integrated Marketing Communications

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• Integrated Marketing Communication (IMC) is an approach to brand

communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand's core message.

• Some of the most common goals of IMC campaigns include increasing brand awareness, generating sales and reinforcing repeat purchases.

• Only changes in the marketplace, new competitive forces, or new promotional opportunities should cause companies to alter strategies and reassess IMC goals.

Setting Goals

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Integrated Marketing

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• Budgeting also helps coordinate the activities of the organization by compelling managers to examine relationships between their own operation and those of other departments.

• Two big budgeting decisions should be resolved up front: how shall marketing efforts be funded, and who will benefit from the new program?

• Components of IMC include: the foundation, the corporate culture, the brand focus, consumer experience, communications tools, promotional tools, and integration tools.

Determining a Budget

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Integrated Marketing Budgets

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• It is important to put both quantities and timescales into marketing strategies.

• The most important elements of marketing performance include sales analysis, market share analysis, expense analysis, and financial analysis.

• Indirect measures like market research, tracking lost business and tracking

customer complaints can also indicate the organization's performance over a long period of time.

Measuring Success

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Measuring Success Of Marketing Efforts

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• Marketing was once seen as a one way relationship, with firms broadcasting their offerings and value proposition.

• The goal of an organization is to create and maintain communication with its own employees and customers.

• To understand new forms of word of mouth marketing involves knowing the right touch points to use to reach consumers and understanding how and where they consume different types of media.

The Growing Importance of Word of Mouth

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Word Of Mouth Marketing

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Appendix

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Key terms

• advertisement A commercial solicitation designed to sell some commodity or service.

• Aisle interrupters product signs that jut into the aisle from the shelf, a point of purchase sales promotion device

• Backlinks Are clickable and bring traffic back to a company's website.

• bottom line The final balance; the amount of money or profit left after everything has been tallied.

• brand A name, symbol, logo, or other item used to distinguish a product, a service, or its provider.

• brand awareness Brand awareness is the extent to which a brand is recognized by potential customers and is correctly associated with a particular product.

• Brand Character Statement sets the tone of an advertisement and defines what the targeted consumer group should do or feel when they are exposed to it.

• budget An itemized summary of intended expenditure, usually coupled with expected revenue.

• buyer behavior the process used to decide whether to purchase a product

• communication the concept or state of exchanging data or information between entities

• community campaign the use of flyers and brochures that are delivered to homes.

• competitive analysis An assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context to identify opportunities and threats.

Integrated Marketing Communications

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• customer relationship management Customer Relations Management (CRM) is concerned with (among other things) the conversion rate: percentage of customers who "try and buy" the product.

• differentiate To show, or be the distinction between two things.

• differentiation The process of distinguishing a product or offering from others to make it more attractive to a particular target market.

• Direct Marketing Marketing that reaches customers by communications directly addressed to the customer.

• Engagement Means that both customers and stakeholders are participants rather than passive viewers.

• Federal Trade Commission an independent agency of the United States government that seeks to promote consumer protection and the eliminate and prevent anti-competitive business practices, such as coercive monopoly

• fragmentation The act of fragmenting or something fragmented; disintegration.

• Gaining Commitment This involves closing the deal or making the sale.

• Image an attitude or lifestyle advertisers attempt to link to a product.

• integrated composed and coordinated to form a whole

• latent Existing or present but concealed or inactive.

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• loss leader a sales promotion device that offers a temporary reduction on a popular product's price to stimulate sales on other products being offered.

• marketing mix A business tool used in marketing products; often crucial when determining a product or brand's unique selling point. Often synonymous with the four Ps: price, product, promotion, and place.

• Messaging to construct a consistent and specific story around a P.R. event or project.

• opt-in The property of having to choose explicitly to join or permit something; a decision having the default option being exclusion or avoidance; used particularly with regard to mailing lists and advertisement.

• personality a set of qualities that make a person (or thing) distinct from another

• personalization The act of changing an option of a multi-user software product to change the product's behavior or style for one user.

• pique To excite someone to action; to stimulate a feeling or emotion.

• price index A statistical estimate of the price level of some class of goods or services.

• product life cycle The process wherein a product is introduced to a market, grows in popularity, and is then removed as demand drops gradually to zero.

• Promotion dissemination of information about a product, product line, brand, or company

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• Prospecting This involves finding and identifying buyers who are most likely to buy the product or service.

• psycho-graphics understanding how a certain group thinks .

• Public includes people who look, think, and act the same as well as those who do not.

• publicity Advertising or other activity designed to rouse public interest in something.

• pull strategy communication not demanded by the buyer

• push strategy communication demanded by the buyer

• QR Code a quick response bar code scanned via mobile phone

• receiver the agent who gets the encoded message from the sender

• Regression analysis a statistical technique for estimating the relationships among variables.

• relative share market share in relation to the market leaders.

• sales pipeline A visualization of the sales process of a company.

• sales promotion media and non-media marketing communication employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability

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• sales promotion device A type of offer, in the form of a rebate, coupon or price deal that stimulates product sales or prompts a customer to take action

• search engine optimization the use of various techniques to improve a website's ranking in search engines in the hopes of attracting more visitors

• segment share market share in the specific, targeted segment.

• segmentation The act or an instance of dividing into segments.

• Social Bookmarking Enables users to add, annotate, edit, and share bookmarked Web documents for future use.

• spin an effect that colors the truth by selectively presenting facts that support a desired position and can sway public opinion.

• stakeholder a person or organization with a legitimate interest in a given situation, action, or enterprise

• stimuli Something external that influences an activity.

• target market a group of people whose needs and preferences match the product range of a company and to whom those products are marketed

• trade Those engaged in an industry or group of related industries.

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• unique selling proposition Any aspect of an object that differentiates it from similar objects.

• value proposition the benefit offered by an organization's product or service

• value proposition The benefit (such as profit or convenience) offered by an organization's product or service.

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Promotional Tools

IMC unifies promotional tools across all marketing communication channels.

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T-Mobile Promotion

Companies such as T-Mobile use special promotions to drive repeat business and brand loyalty.

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Car Advertisement

Advertisers can target a precise market by using the AIDA model to identify a narrow subset of consumers that may be perceptive to the product offering. Car advertisements are especially made to grab attention, pique interest, meet desires, and evoke action in consumers.

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Market

Buyer behavior shapes buying decisions

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Word Of Mouth Marketing

Social media sites that allow sharing have brought about a new word of mouth form of marketing.

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Price Deals

Co-promotional, sales promotion involving two different products

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Mar Com Matrix

The building blocks of successful marketing

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Grocery Shopping

To stimulate demand, brands must first understand the needs and motives of consumers.

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Sales Promotion

Rebates -mail in or online redemption offers customers money back on products or services

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Tram Advertisement

Different forms of advertising charge different rates and can impact the promotional mix budget.

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Firm Life Cycle

Firms progress through stages of development, indicated by their changing profits over time.

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Integrated Marketing Budgets

When budgeting a marketing plan, it is important to allocate funds appropriately to the different facets of integrated marketing.

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The Ad Ladder

The key to successful advertising is to sell benefits, not features.

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Integrated Marketing

Integrated marketing communications can be used to develop brand awareness, increase consumer demand and change beliefs towards a product.

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Personal Selling

The Marketing Hub describes relationships in the promotional mix.

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Marketing Mix

The Promotional Mix is part of the Marketing Mix

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Direct Mail

Marketing outreach via the USPS - A direct response letter

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Push-Pull Strategy

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Consumer Perception of Communication

Marketing messages must use the right timing and context to be effective for consumers.

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Point of Purchase Display

A point of purchase or end cap display can make consumers aware of new products.

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Geographic Target

A geographic target market can include a city, state, or country.

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Measuring Success Of Marketing Efforts

It is important for marketing managers to constantly evaluate the performance of their marketing efforts.

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Sales Presentation

Salespersons conduct significant research on their target market to better market products and services to prospects.

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US Patents - Social Media Technology

Social media platforms continue to grow at an astounding rate.

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Products

The characteristics of a product determine the target market and price of a product.

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Two-way Communication

The communications process involves two or more persons exchanging words or symbols.

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Free Samples

Companies offer free samples to encourage consumers to participate in product trials.

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Cingular Rewards Card

Promotional tactics such as reward programs are used by companies to increase sales and customer acquisition.

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Using Existing Customer to Gain New Customers

Nurturing customer relationships can lead to customer referrals and new business.

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Edward Bernays -the father of Public Relations

Bernays managed Public Relations for World War I

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The primary driver behind an integrated marketing communications (IMC) strategy is to

A) to create a one-way feed for consumers via one communication channel.

B) to create a seamless experience for consumers across different aspects of the marketing mix.

C) to create a one-way conversation conversation between marketers and consumers.

D) to broadcast the same products and brand value propositions to

consumers with diverse needs.

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The primary driver behind an integrated marketing communications (IMC) strategy is to

A) to create a one-way feed for consumers via one communication channel.

B) to create a seamless experience for consumers across different aspects of the marketing mix.

C) to create a one-way conversation conversation between marketers and consumers.

D) to broadcast the same products and brand value propositions to

consumers with diverse needs.

(75)

All of the following trends have driven the transition from mass communications to integrated marketing communications

EXCEPT

A) A larger focus on data-based marketing versus general-focus advertising and marketing.

B) A larger focus on developing a "one size fits all" approach for communications activities.

C) A larger focus on performance-based compensation within organizations.

D) A larger focus on accountability in advertising.

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All of the following trends have driven the transition from mass communications to integrated marketing communications

EXCEPT

A) A larger focus on data-based marketing versus general-focus advertising and marketing.

B) A larger focus on developing a "one size fits all" approach for communications activities.

C) A larger focus on performance-based compensation within organizations.

D) A larger focus on accountability in advertising.

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By inputting and perceiving an advertiser's television commercial, consumers are using the process of

A) influence.

B) perception.

C) reception.

D) persuasion.

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By inputting and perceiving an advertiser's television commercial, consumers are using the process of

A) influence.

B) perception.

C) reception.

D) persuasion.

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Which of the following is considered an input subsystem that allows consumers to receive messages and stimuli?

A) Age

B) Genetics

C) Taste

D) Culture

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Which of the following is considered an input subsystem that allows consumers to receive messages and stimuli?

A) Age

B) Genetics

C) Taste

D) Culture

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After deciding on the brands that appeal most to them,

consumers then move to the stage in the perception process where they

A) choose which promotional messages they will expose themselves to.

B) compare the products to the number of alternatives in their evoked set.

C) choose to selectively listen to and remember messages that are more meaningful or important to them.

D) compare the products using personal, commercial, and public sources

of information.

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After deciding on the brands that appeal most to them,

consumers then move to the stage in the perception process where they

A) choose which promotional messages they will expose themselves to.

B) compare the products to the number of alternatives in their evoked set.

C) choose to selectively listen to and remember messages that are more meaningful or important to them.

D) compare the products using personal, commercial, and public sources

of information.

(83)

Which of the following does NOT help brands maximize their marketing communications efforts?

A) Understanding seasonal trends

B) Spending advertising dollars on big television networks

C) Focusing on consumer purchasing cycles

D) Studying consumer usage patterns

(84)

Which of the following does NOT help brands maximize their marketing communications efforts?

A) Understanding seasonal trends

B) Spending advertising dollars on big television networks

C) Focusing on consumer purchasing cycles

D) Studying consumer usage patterns

(85)

The “I” in AIDA represents the

A) advertiser's ability to successfully demonstrate the advantages and benefits of the product.

B) advertiser's ability to convince consumers that the product or service will satisfy their needs.

C) advertiser's ability to attract consumer attention or awareness.

D) advertiser's ability to get consumers to purchase a product or service.

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