Intergrated Marketing Communications

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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 the use of other brands, things, people or places

eg. Brands (align with a company (sponsorships))
Things (events or causes Mcdonalds with youth football)
Places (country of origin Mercedes and german engineering) People (Richard branson and Virgin, Celebrity endorsers)

Co Branding

Two companies enter an agreement designed to build each others brand equityand profitability.

eg. Coles Myer Visa Cards,

Reasons to Co brand
- similar brand image
- Similar target markets
- mutual Beneficial

Chapter 2: Communication Process

Elements in the Communication process

1. Source (marketing communicater)
Attributes
Benefits

To share with the target audience. Encodes a message using specific signs or symbols to communicate the messages as effectively and efficiently as possible to intended receiver.

2. Communication objective (awareness, image, influence behaviour used?)

3. Message (advertisement, pop display?)
symbolic impression of what the communicator wishes to achieve

4. Message Channel (path of message to receiver)
what media was used in order to reach the consumer?

Tv radio print billboards internet social media etc.

5. Receiver (target audience)
decodes initial message

6. Communication outcome
Consumers realisation of outcomes based on the message received

Successful when outcome matches intended objectives
Awareness achieved?
Image achieved?
Influence behaviour effective?

7. Feedback
Was the communication outcome successful?
How can it be improved?

NOISE

A message moving through a communication channel is subject to noise. Noise can be considered anything that may interrupt, disrupt, mislead, diminish or skew the intended communication message.

Eg. Fuzzy tv reception
Phone call during ad

Signs
Stimuli used to evoke intended meanings for another person.
Meanings are created by message...
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