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TRANSCRIPT
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Integrated Marketing
CommunicationsMKT 846
Professor West
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What is IMC?
According to Ogilvy & Mather
IMC is orchestration
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Orchestral Analogy
An orchestra consists of manyinstruments, each of which produces adifferent sound
Whereas, marketing communication
involves multiple media with differingcharacteristics.
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Orchestral Analogy
If the sounds are not coordinated, theorchestra produces noise rather thanmusic
Similarly, an ill-conceived
communications plan can sendinconsistent messages, detracting fromthe brand.
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Orchestral Analogy
An orchestra performs according to amusical score and under the directionof a conductorAn IMC plan should detail which marketing
communications functions and what mediawill be used a which times and to what
extent.The plan must be clearly communicated
internally and overseen to make sure thateveryone understands their role
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What is the Purpose of IMC?
According to Duncan
The primary responsibility of IMC is tohelp the organization to:
Acquire, Retain, and GrowCustomers!
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Focus on Brand Building
Strong brands add value
From the firms perspective
Brand equity can be leveraged through extensions,
collaborations, licensing
From the customers perspective
Brands provide assurance, simplify our lives, reflect our
personality
Brands transform products goods as well as
services into something larger than the
product itself.
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Transactions to Relationships
The marketplace has changed:
Increased Competition
Distrustful Customers
New technologiesRecognition that its more profitable to retain than
acquire customers
Managing customer relationships drive brandvalue
Communication is the foundation of allrelationships, including brand relationships
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IMC Helps Build Profitable
Customer Relationships
Focuses on relationships instead of transactions
Establishes more personal, two-way communication
with customers
Determines the best mix of marketingcommunication functions and media for a brand
Helps ensure that a brand has one voice, one look
Takes advantage of new media and newcommunication and information technologies
Builds trust in a brand by creating an open,
customer-focused culture
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Building Relationships With
Boots The Chemists
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Case Study: Boots The Chemists
Largest pharmacy chain in Britain J. Walter Thompson launched a strategic relationship
building IMC campaign
Elements of the campaign Consumer perceptionsman in the white coat
Trusted authority
New positioning look good and feel good Understanding, stimulating, personalized, fulfilling, enjoyable
Campaign Objectives Increase profitability by increasing frequency of visits and amount
spent per visit
Enroll 8 million cardholders in 12 months
Achieve an incremental sales increase of 3.2 percent
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Case Study: Boots The Chemists
Elements of the campaign (cont.)
Target Audience
83% of customers are women
Focus on young women who could be motivated to treat
themselves rather than deal-seekers
Creative Strategy
Boots Rescue
Resolution
http://www.jwt.co.uk/work/casestudies/media_boots.asp?media=tv&pluginType=qt&adName=boat_rescuehttp://localhost/var/www/apps/conversion/tmp/advertising/ads/resolution.movhttp://localhost/var/www/apps/conversion/tmp/advertising/ads/resolution.movhttp://www.jwt.co.uk/work/casestudies/media_boots.asp?media=tv&pluginType=qt&adName=boat_rescue -
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Case Study: Boots The Chemists
Elements of the campaign (cont.)
Message Delivery
In-store material & staff training followed by television
Evaluation Launch produced a database of 8 million BTC customers
More than 3 percent sales increase in year 1, 8 percent in year 2
Cardholders average purchase was 8 percent high than non-
cardholders
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Relationship Intensity
Stages of Relationships
Awareness:brand is included in customers evoked set
Identity: customers display the brand, indicating anemotional attachment to it
Connected: customers communicate with the company
in-between purchases
Community: customers communicate with each other
Advocacy: customers communicate with prospects,
make referrals
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Four Basic Components
A sound IMC plan will be based on research
and careful consideration of the situationand
environmentin which the effort will take place.
The plan will include four basic components:
Objectives What you want accomplished
Strategies Ideas for accomplishing objectives
Tactics Actions for executing the strategy
Evaluation Measures for evaluating success
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Marketing Plan
Situation Strategy Marketing TargetAnalysis Development Mix Market
Compay
CompetitoqsCollaboqatoq
sCosumeqs
IdetifyMaqketsMaqketSegmetatioSelectaTaqgetMaqketevelop
Positioig
PqoductDecisios
PqicigDecisios
ChaelDecisios
PqomotioalDecisioseselleq
Customeq:CosumeqBusiess
Promotion to
final buyer
Promotion
to trade
Purchase
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Marketing Plan
Situation Strategy Marketing TargetAnalysis Development Mix Market
Compay
CompetitoqsCollaboqatoq
sCosumeqs
IdetifyMaqketsMaqketSegmetatioSelectaTaqgetMaqketevelop
Positioig
PqoductDecisios
PqicigDecisios
ChaelDecisios
PqomotioalDecisioseselleq
Customeq:CosumeqBusiess
Promotion to
final buyer
Promotion
to trade
Purchase
Advertising
Direct Marketing
Interactive
Marketing
Sales Promotion
Publicity and PR
Personal Selling
Internal
Communication
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Course Overview
Syllabus highlightsMaterials:
Duncan, IMC: Using Advertising & Promotions to Build
Brands Purvis, Which Ad Pulled Best, 9th edition
Objectives: To experience IMC planning by working together to
develop a communications plan To sharpen your skills at evaluating existing marketing
communication material
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Course Overview
Syllabus highlights
Requirements
Your performance will be assessed through a
combination measuring including:
Daily participation 10%
Final (in-class) 30%
Four Mini-Projects 20%
Final Presentation & Paper40%
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Course Overview
Webpage (http://fisher.osu.edu/~west_284/mkt846w04)
Syllabus
Schedule (daily slides)
Project Information
Resources
http://fisher.osu.edu/~west_284/mkt846w04http://fisher.osu.edu/~west_284/mkt846w04 -
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Project Details
Teams will develop a marketing communications
plan for a product or service of their choosing
Criteria for selecting a product/service:
The brand could improve its market position by changing its
communications strategy.
The brand is suited to TV advertising
Access to members of the target market for research purposes
Use of mini-projects to foster a systematic approach
and provide feedback
Step 1: Situation Analysis
Step 2: Target selection, positioning, communication
objectives, creative development
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Project Details
Use of mini-projects to foster a systematic approach
and provide feedback
Step 3: Sales & Trade Promotions
Step 4: Direct MarketingAdditional Elements
Budget, Evaluating Success
Various team members should adopt differing
perspectives to be sure that all stakeholders are
considered
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TeamSelection
Each class member selects one teammate However, you may not end up on the same team
Write your name and your intended teammatesname on the form provided You and your teammate should only submit one page
Ten pairs of names will be drawn to form fourperson teams
The remaining names Will be separated and drawn one at a time
If your name is picked you will have the opportunity to joinany team with only four members
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Next Time
Catch up on reading
Duncan Chapters 1 - 4
Set up weekly meeting time with yourteam and get cracking on picking your
product or service