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IMC IN BRAND

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Describe how various marketing activities and product, price and distribution strategies contribute to brand Marketing Communication represents the voice of the brand and are means by which the brand can establish a dialogue and build relationship with consumer In this we consider how to design and implement different communication program to build brand equity

What is IMC?

IMC is the process of developing and implementing various forms of persuasive communications programs with customers and prospects over time

Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers directly or indirectlyabout the brands they sell.

Not just a collection of promotional tools or a budgetary

allocation exercise
Must be strategically developed (Kitchen et al. 2004) Must harness synergy across multiple media. (Naik and Raman 2003)

IMCAudience Contact Points

Point of Purchase Internet/ Interactive Media

Publicity

Public Relations

Packaging

Direct Mail

Marketing Communications Audience

Direct Response Sales Promotion

Print Media

Broadcast Media

Outdoor

Events

IMC and Branding


Brand Identity is a combination of factors: Name, logo, symbols, design, packaging, product or service performance, and image or associations in the consumers mind. IMC plays a major role in the process of developing and sustaining brand identity and equity.

1. Coca-Cola 2. Microsoft 3. IBM 4. GE 5. Intel 6. Nokia 7. Disney 8. McDonalds 9. Marlboro 10. Mercedes

$70.5 $65.1 $51.8 $42.3 $31.1 $29.4 $28.0 $24.7 $22.2 $21.4

The New Media Environment

Traditional advertising is losing their grip on consumer Internet advertising became best source of advertisement. Web advertising has jumped 20%,spending on ads remind flat Search engines like Google and yahoo have exploded to become a $3 billion industry Consumers are actively creating and sharing content online as consumer communicates blogs have been created

Direct Marketing is Part of IMC

Direct Mail Internet Sales Direct Response Advertising

Direct Marketing
Shopping Channels Catalogs Cataloging
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Telemarketing Telemarketing

Challenges in designing brand building Communication


Challenge to build effective and efficient marketing communication programs Skillfully designed and implemented marketing communication program require careful planning and a creative knack Simplest but the most useful-way to judge advertising or any other communication option is by its ability to contribute to brand equity

Simplest Test for marketing communication effectiveness

Current Brand Knowledge

Desired Brand Knowledge

Information processing model of communication

1. 2. 3. 4. 5.

6.

A number of different models have been put forth over the year to explain communication and the steps in persuasion process Exposure Attention Comprehension Yielding Intention Behavior

Implication of model

One implication of information processing model is that to increase odds for successful marketing communication campaigns, marketers must attempt to increase the likelihood that each step occur

An ideal ad campaign should ensure following points

Ideal Ad Campaign
1.

The right consumer is exposed to the right message at


the right place and at the right time. The creative strategy for the advertising causes the consumer to notice and attend to the ad but does not distract from the intended message. The ad properly reflects the consumers level of understanding about the product and the brand.

2.

3.

4. The ad correctly positions the brand in terms of desirable and deliverable points-of-difference and points-of-parity. 5. The ad motivates consumers to consider purchase of the

brand.
6. The ad creates strong brand associations to all of these communication effects so that they can have an effect when consumers are considering making a purchase

Overview of marketing communication options


o

Advertising Promotions

Event marketing and sponsorship


Public relations and publicity Personal selling

Advertising

It is paid form of non personal presentation and promotion of ideas ,goods or service by an identifies sponsers A powerful means of creating strong, favorable, and unique brand associations and eliciting positive judgments and feelings Controversial because its specific effects are often difficult to quantify and predict Nevertheless, a number of studies using very different approaches have shown the potential power of advertising on brand sales

Category of Advertising

Television Radio Print Direct response Interactive: websites, online ads Mobile marketing Place advertising: Billboards; movies, airlines, and lounges; product placement; and point-of-purchase advertising

Television: Medium of Advertising


Advantages

Disadvantages

Mass Coverage Impact of sight, sound and motion Low cost per thousand

Short message life High absolute and production costs Clutter

Radio
Advantages

Disadvantages

Low cost Local coverage well segmented audience

Audio only Low attention getting

capabilities

flexibility

Print : Magazine
Advantages

Disadvantages

High information content Longevity Multiple readers

Long lead time for ad placement Visual only Lack of flexibility

Newspaper
Advantages

Disadvantages

High coverage at low cost Short lead time for placing ads

Short life Poor reproduction quality Selective reader exposure

Timely (current ads)

Direct Response
Advantages

Disadvantages

High selectivity Reader controls exposure High information content Easy to establish relationships

High cost per customer Poor image Clutter

Interactive
Advantages

Disadvantages

Customized and personal Engaging

Often lack emotionality

Outdoor
Advantages

Disadvantages

Location specific High repetition Easily noticed

Short exposure time Local restrictions

Promotions

Short-term incentives to encourage trial or usage of a product or service

Marketers can target sales promotions at either the trade or end


consumers Consumer promotions

Consumer promotions are designed to change the choices, quantity, or timing of consumers product purchases.

Trade promotions

Trade promotions are often financial incentives or discounts given to retailers, distributors, and other members of the trade to stock, display, and in other ways facilitate the sale of a product.

Sales Promotion
Advantages Disadvantages
Decrease brand loyalty More brand switching

Incentive to buy
Manufacturers can price discriminate Traders can maintain full

Decreased quality
perceptions Increased price sensitivity

stocks

Event Marketing and Sponsorship

Event marketing is public sponsorship of events or activities related to sports, art, entertainment, or social causes. Event sponsorship provides a different kind of

communication option for marketers. By becoming part of a special and personally relevant moment in consumers

lives, sponsors can broaden and deepen their relationship


with their target market.

Advantages of Event Marketing


Identify with a particular target market of lifestyle Increase awareness of company or brand name Create or reinforce consumer perceptions of key brand image associations Enhance corporate image dimensions Create experiences and evoke feelings

Express commitment to community or social issues


Entertain key clients or reward key employees Permit merchandising or promotional opportunities

Public Relations and Publicity

Public relations and publicity relate to a variety of programs and are designed to promote or protect a companys image or its individual products.

Buzz Marketing

Occasionally, a product enters the market with little fanfare yet is still able to attract a strong customer base.

Personal Selling

Personal selling is face-to-face interaction with one or more

prospective purchasers for the purpose of making sales

The keys to better selling

Rethink training

Get everyone involved


Inspire from the top Change the motivation

Forge electronic links


Talk to your customers
6.30

Developing IMC Programs

To develop IMC program choose the best option and manage

relationship between them.

Main theme is that markets should mix and match communication option to choose to build brand

The voice of the brand


Allow marketers to inform, persuade, provide incentives, and remind consumers directly or indirectly

Can contribute to brand equity by establishing the brand in memory


and linking strong, favorable, and unique associations to it

Criteria for IMC Programs


1. 2. 3.

Coverage Contribution Commonality

4.
5. 6.

Complementarily
Versatility Cost

Evaluating IMC Programs

Coverage: What proportion of the target audience is reached by each communication option employed? How much overlap exists among options?

IMC Audience Communication Option Overlap


Communication Option A Communication Option B

Communication Option C
Note: Circles represent the market segments reached by various communication options. Shaded portions represent areas of overlap in communication options.

Contd.

Contribution: The collective effect on brand equity in terms of


enhancing depth and breadth of awareness

improving strength, favorability, and uniqueness of


brand associations

Commonality: The extent to which information conveyed by different communication options share meaning

Complementarily: The extent to which different associations and linkages are emphasized across communication options

Versatility: The extent to which information contained in a

communication option works


consumers
Different communications

with different types of

history

Different market segments

Cost: What is the per capita expense?

Using IMC Choice Criteria

Evaluating communication options

Establishing Priorities and Tradeoffs

Executing Final Design and Implementation

Review/Guidelines

Be analytical: Use frameworks of consumer behavior and managerial

decision making to develop well-reasoned communication programs

Be curious: Fully understand consumers by using all forms of research and always be thinking of how you can create added value for

consumers

Be single-minded: Focus message on well-defined target markets (less can be more)

Be integrative: Reinforce your message through consistency and cuing across all communications

Be creative:

State your message in a unique fashion; use

alternative promotions and media to create favorable, strong,


and unique brand associations

Be observant: Be realistic:

Monitor competition, customers, channel Understand the complexities involved in

members, and employees through tracking studies

marketing communications

Be patient:

Take a long-term view of communication

effectiveness to build and manage brand equity

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