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Intergrated Marketing Communications

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Intergrated Marketing Communications

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  • September 2, 2013
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Chapter 1: Conceptual Framework

5 Concepts to Market Comms

Target Market – informing, reminding or persuading
* who, how, where?

Media Channels – must be relevant to target
* build brand image

Synergy – all components of IMC presenting same brand message * positioning statement key idea that defines the brand

Influence Behaviour – establish awareness, influence behavioural/attitude change

Build Relationships – Based on CRM which is used to identify customer needs and wants, not database which simply tries to sell more.

Changes In Marketing Communication Practices

Reduced dependence on mass media
Increased reliance on focused communication methods
Increased demands on communication suppliers
Increased efforts to assess marketing communications ROI (profit to investment ratio, used to assess if changes needed to Marketting Comms)

Brand Equity

Must be aware and hold brand favourable to have equity
Equity is enhances when consumers become familiar (favourable, strong or unique feelings)

Marketing Communications Program

Fundamental decisions Implementation decisions
PositioningMixing elements
TargettingCreating Messages
ObjectviesSelecting media
BudgettingEstablishing momentum

Momentum
Continuity of advertising campaigns in the market, maintaining presence and continuity is key to momentum Outcomes

Brand Awareness Brand Equity

BRAND POV: efforts relating to achieving higher market share, increasing loyalty, ability to charge price premium

CONSUMER POV: Brand Equity consists of two forms of brand knowledge
Brand Awareness + Brand Image

Awareness
Recognition
Recall

Image
Brand Associations
Attributes
Product related (colour, size, design)
Non Product related (packaging, price, usage imagery)
Benefits
Functional
Symbolic
Experiential
Attitudes Towards

Favourability, strengths and uniqueness

Brand image can be leveraged with...