Intergrated Marketing Communications
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 Positioning Mixing elements Targetting Creating Messages Objectvies Selecting media Budgetting Establishing 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
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 Positioning Mixing elements Targetting Creating Messages Objectvies Selecting media Budgetting Establishing 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