integrated marketing communication: concept, process, and application
DESCRIPTION
INTEGRATED MARKETING COMMUNICATION: concept, process, and application. Reza A. Nasution , PhD Director of MBA Program School of Business and Management Institut Teknologi Bandung. COMMUNICATION. - PowerPoint PPT PresentationTRANSCRIPT
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INTEGRATED MARKETING COMMUNICATION: concept, process, and application
Reza A. Nasution, PhDDirector of MBA Program
School of Business and ManagementInstitut Teknologi Bandung
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COMMUNICATION
Communication is a transactional process between two or more parties whereby meaning is exchanged through intentional use of symbols
(Engel et al, 1994).
Communication is a transactional process between two or more parties whereby meaning is exchanged through intentional use of symbols
(Engel et al, 1994).
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MARKETING COMMUNICATION
• Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers—directly or indirectly—about the products and brands that they sell.
• Marketing communications represent the “voice” of the brand and are a means by which it can establish a dialogue and build relationships with consumers.
• Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers—directly or indirectly—about the products and brands that they sell.
• Marketing communications represent the “voice” of the brand and are a means by which it can establish a dialogue and build relationships with consumers.
• Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers—directly or indirectly—about the products and brands that they sell.
• Marketing communications represent the “voice” of the brand and are a means by which it can establish a dialogue and build relationships with consumers.
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CHANGES IN MARCOMM SPENDING
80’s
and
unde
rAds domination (almost 100%) Ea
rly 9
0’sAds spending was reduced to be 75%
200350%
trade promo, 25% consumer promo, & 25% ads
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TRADITIONAL MARCOMM TOOLS
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THE IMPORTANCE OF INTEGRATION
Marketing communication activities must be integrated to deliver a consistent message and achieve the strategic positioning desired.
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COMMUNICATION PROBLEMS
• Level A: technical = transmission• Level B: semantic = message
representation• Level C: effectiveness = customer
behavioral change
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HAVE YOU EVER EXPERIENCED THESE?
• You sent an e-mail to a friend and got a response that you did not expect. You decided to talk to him/her directly and eventually he/she understood your intention.
• You received a flyer from a reputable institution that did not match the image of the institution.
• You found different FB accounts for a single institution or company and they look different to each other.
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INTEGRATED MARKETING COMMUNICATION
Management and control of all marketing communication activities = “One Voice, One Look”
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EXAMPLES• Honda Jazz• Gudang Garam International
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MORE TO BE INTEGRATED
• Strategic integration between brand personality and its communication through any media that entirely build the brand personality
• Analysis, choice, implementation and strategic control of all marketing communication elements that help companies to create transaction with their customers efficiently, economically and effectively
• The essence of IMC is a call to make coordination and strong brand strategy, which is driven by customer feedback data
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DIFFERENT FACETS OF INTEGRATION
• Vertical• Horizontal• Marketing mix• Communication mix• Creative design• Internal-external• Financial
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THREE BASIC ANTECEDENTS
1. Cross-functional strategic planning2. Mission marketing3. Interactivity
Source: Reid, 2005
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IMC SEQUENCE
IMC Antecedents IMC Practices IMC
PerformanceOrganizational Prerequisites
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ORGANIZATIONAL PREREQUISITES OF IMC
• Cultural predisposition to cooperate• Market and brand orientation • Market and consumer-sensing
capability• Practice of ‘informed approach’• Top management support
Source: Madhavaram, 2004 and Reid et al., 2005
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STAGES OF IMC ADOPTION
• Tactical coordination• Marcomm scope redefinition• Strategic integration
Source: Adapted from Kitchen and Schultz, 2000
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TACTICAL COORDINATION
6 criteria to check tactical integration:
1. Coverage2. Contribution3. Commonality
4. Complementarity
5. Versatility6. Cost
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IMC TACTICAL PLANNING
Identify target audience Analyze SWOTs
Evaluate effectiveness
Determine MC Objective
Develop strategies and
tactics
Determine the budget
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INTEGRATED MARKETING COMMUNICATION PLAN
Identify target audience
Analyse the various customer and prospect segments and determine which to target and to what extent
Analyse SWOTs
Summarize internal (strengths, weaknesses) and external (opportunities, threats) brand – related conditions with respect
to communicating with the selected target; determine the success of the MC functions and media used in preceding years
Determine MC Objective
Decide what marketing communication programmes should accomplish
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Determine the budget
Decide what the overall MC budget will be and then how money will be divided among the selected MC
functions
Evaluate effectiveness
Conduct ongoing MC tests in an effort to find more effective ways to do IMC. Monitoring and evaluate all
the IMC efforts to determine effectiveness and accountability
Develop strategies and tactics
Determine which MC functions should be used and to what extent . Choose brand messages and means of delivery.
Support each strategy with a rationale. Decide when each MC Programme will begin and end
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FACTORS TO CONSIDER
IMC Strategy & Tactics
Buyer Behavior
Buyers Readiness
Stage
Characteristics of MC Tools
Products and Brand Factors
Regulations
MC Objectives
Competitors’ MC tactics
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EXAMPLE• JAKARTA EYE CENTER
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IMC AUDIT• Duncan and Moriarty’s IMC Miniaudit is used
to assess marcomm integration • The audit consists of 5 aspects:
1. Interactivity2. Mission marketing3. Organizational infrastructure4. Strategic consistency5. Planning and evaluation
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PRETEST
• The purpose of Pre-Test is to measure the knowledge of customer about the brand before IMC is conducted.
• The analysis includes IMC concept, creative strategy, brand awareness, brand knowledge, and perceived positioning.
• The method used are Focus Group Disscusion (FGD) and Survey
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IMPLEMENTATION ISSUES
• Holm (2006)– Strategist lack of understanding about communication theory and
practice– Tactical persons lack of strategic management process and practice– The intersection area between the two is very small
• Kotler et al. (2009)– Large companies employ several communications specialists to
work with their brand mangers who know comparatively little about the other communication tools.
– Many global companies use a large number of ad agencies located in differing countries and serving different divisions.
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Brand Value Chain
Activity & Program Metrics
Market Performance
Customer Perceptions & Behavior
• Marketing Investment• Program Quality
• Clarity• Relevance• Distinctiveness• Consistency
• Channel expansion
• Brand awareness• Brand associations• Perceived quality• Brand Loyalty
• Sales• Market share• Price premium• Profitability• Price elasticity• Brand penetration
ASSESSING IMC IMPACT
“Marketers can judge marketing communications according to its ability to build brand equity and drive brand
sales.” (Kotler et al., 2009)
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PRACTICAL INDICATORS
Marketing communications is GREAT when :- People remember the ad and the brand- The promotion draws people into the store- The store display motivates people to try the product
Marketing communication DOES NOT work, when :- The ad is forgettable or point is unclear- No one remember the promotion- The direct email piece gets thrown away without
being opened
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PERFORMANCE AUDIT
• Sales-related performance• Brand-related performance• Customer satisfaction
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SALES-RELATED MEASURES
• Sales• Market share• Sales margin• Price premium• Price elasticity• Brand penetration index
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EXAMPLESHonda Beat Semen Tiga Roda
2008 2009 2010 20110
200000
400000
600000
800000
1000000
1200000
208490
426935
712007
1033928
Source : okezoneautos
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BRAND EQUITY EVALUATION
Academic Models
Generic/Basic Models:Aaker (1991,1996)Keller (1993, 1998,
2003)Campbell (2002)
Netemeyer (2004)
Specific Models (adapted generic
models)
Practical Models
Brand Asset ValuatorBrand Dynamics
Equity Engine
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BEHAVIORAL CHANGES
(Source: Kotler et al., 2009)
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LASIK LIFE CYCLE
2011 2011.5 2012 2012.5 2013 2013.5 2014 2014.5 2015 2015.5 20160
200
400
600
800
1000
1200
1400
1600
1800
2000
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EVALUATION, CONTROL AND REVISION
• Driving forces:– Internal dynamics– External dynamics:
• Macro environment dynamics• Industry dynamics• Market dynamics
• Evaluation and control should be done periodically and when necessary
• Revision should be done promptly and impacts should be measured properly
• Sometimes, all IMC planning steps should be repeated entirely
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THANK YOU!!
The World keeps changing and so must
we.Only when we rule the change, we can
rule the world
For further discussion please send e-mail to [email protected]