Jc Mk261 Imc Presentation

Jc Mk261 Imc Presentation

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  MK261 Lecture week7 Integrated Marketing Communication
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  Objectives & ReadingUnderstand the importance of planned, integrated communications in a marketing context. Appreciate the variety and scope of marketing communications objectives. Explain the use of promotional tools in the communications process Reading: B & P Chapter 14
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  Definitions…….. Communication is: “Imparting or exchange of information by message or otherwise” Pocket Oxford Dictionary Marketing Communications is: "A management process through which an organisation enters into dialogue with its various audiences” Fill 2006 A Marketing Communications Mix is: "A set of tools which can be used in different combinations… in order to communicate with an audience” Fill 2006
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  IMC is………… ‘a process which involves the management and organisation of all agents in the planning, implementation and control of all marketing communications contacts, media, messages and promotional tools focused at selected target audiences in such a way as to derive the greatest economy, efficiency, effectiveness, enhancement and coherence of marketing communications effort in achieving predetermined product and corporate marketing communications objectives’ Picton and Broderick in B & P (2006) p. 632
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  What communicates? Thepromotional activities e.g. advertising Also…….. The marketing mix e.g. product The organisational brand e.g. Nestle The product brand image e.g. KitKat Staff The Retail environment
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  Marketing Mix andCommunications All of the marketing mix elements (P’s) communicate PRODUCT: brand name, packaging, quality, ingredients etc PRICE: price+quality=value; price perceptions (psychological pricing) PLACE: retail image; promotion; retail brand PEOPLE: retail and sales staff; customer service PROMOTION: the PROMOTION/IMC mix
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  The IMC MixAlso known as: The Promotional Mix The Marketing Communications Mix Consists of a variety of ‘tools’ with which to communicate with target audiences Can be mass or personal communication Can be paid for or ‘free’
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  Key Tools forMarcomms Strategy ADVERTISING: non-personal communication paid for by a sponsor
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  Key Tools forMarcomms Strategy PERSONAL SELLING: Face to face (or one to one) communication
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  Key Tools forMarcomms Strategy SALES PROMOTION: incentives to stimulate quick buyer action
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  Key Tools forMarcomms Strategy PUBLIC RELATIONS: establishing and maintaining a positive image of a company or brand
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  Key Tools forMarcomms Strategy DIRECT MARKETING: this is both a medium and an offer to purchase
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  More key definitionsPACKAGING: the ‘silent salesperson’! It performs a selling and information job for self selection products
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  More key definitionsE-MARKETING: interactive marketing, using new media such as computers, mobile phones etc.
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  More key definitionsCORPORATE IDENTITY: the way an organisation presents itself to a variety of audiences
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  Objectives Where dowe want to be? Objectives need to be set specifically for marketing communications They will be derived from the marketing objectives (marketing plan) Each promotional tool will also need specific objectives Objectives should be SMARRTT
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  SMARRTT objectives S specific M measurable A achievable R realistic R relevant T targeted T timed
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  Objectives Marketing objectives tend to focus on sales, market share, launching new products e.g. to increase sales by 10% Marcomms objectives focus on how the marketing objectives can be achieved e.g. to increase sales you may have to make more people aware of your product, or persuade them to buy by designing a special offer/sales promotion
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  Understanding the communicationprocess There is no one model or theory about how communication works Here is a useful selection!
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  Communications Model Mostmodels of the process contain these key components (see p.632 B & P) Kitchen 1993
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  Strong and weaktheories (1) Strong theory (B & P p. 643) suggests that advertising has an important role in affecting consumers It can be used to effect a change in: Knowledge Attitudes Beliefs Behaviours Believes advertising can ‘persuade’ consumers, through a sequential/hierarchical process
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  Sequential or HierarchyModels Also known as Learn-Feel-Do models Useful for explaining the role of advertising in certain buying situations Problem solving Involves learning about choices/options Requires testing/trial before purchase E.g. car Not all decisions are learn-feel-do so doesn’t always apply
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  AIDA Learn AttentionInterest Feel Desire Do Action
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  Strong and weaktheories (2) Weak theory reduces advertising to a more minor role Suggests consumers buy brands because of their prior experiences and knowledge, so advertising is one of many influences on consumers i.e. consumers are more likely to buy a brand because they have bought it before than because they have seen an advert Suggests advertising is not the ‘catalyst’ of behaviour that some believe; more likely to act as a reinforcer/reminder
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  Push vs. Pullstrategy Push and Pull (see B & P p. 641) are alternative communications strategies: Marketer  Intermediary  Consumer (push) Marketer  Intermediary  Consumer (pull)
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  Thank you forListening!! Any Questions?