INTEGRATED MARKETING INTEGRATED MARKETING COMMUNICATIONSCOMMUNICATIONS

Lecture week 12Lecture week 12

Review and RevisionReview and Revision

ObjectivesObjectives

• To review the module and focus on To review the module and focus on revision for examinationrevision for examination

• To revisit the analytical framework, To revisit the analytical framework, applying the theories/concepts applying the theories/concepts studied on the module this semesterstudied on the module this semester

• To review and revise the syllabusTo review and revise the syllabus• To provide guidance on revision and To provide guidance on revision and

examination preparationexamination preparation

Review: syllabusReview: syllabus

Four themes:Four themes:1.1. Marketing Communications contexts Marketing Communications contexts

(analysis) (analysis) lectures 1-5lectures 1-52.2. Marketing communications campaign Marketing communications campaign

planning planning lectures 6-8lectures 6-83.3. Implementing marketing Implementing marketing

communications communications lecture 9lecture 94.4. Marketing communications research, Marketing communications research,

evaluation and control evaluation and control lectures 10-11lectures 10-11

Review: Theme 1 Marketing Review: Theme 1 Marketing Communications Context Communications Context (Analysis)(Analysis)• IMC and the EnvironmentIMC and the Environment

– Introduction to IMC and DSM’sIntroduction to IMC and DSM’s

• MC theoryMC theory– Schramm, hierarchy, multi-step etcSchramm, hierarchy, multi-step etc

• MC environment and Buyer BehaviourMC environment and Buyer Behaviour– PEST, consumer decision making etcPEST, consumer decision making etc

• DSM’sDSM’s– APIC and other modelsAPIC and other models

Review: Theme 2 Campaign Review: Theme 2 Campaign planningplanning

• Creativity in the communications mixCreativity in the communications mix– Creativity, branding, big idea, USP, PBR etcCreativity, branding, big idea, USP, PBR etc

• Creative strategyCreative strategy– Briefing, appeals, executions, central/ Briefing, appeals, executions, central/

peripheral route to persuasion, rational/ peripheral route to persuasion, rational/ emotional, semioticsemotional, semiotics

• Media planningMedia planning– Media characteristics, costs, objectives etc.Media characteristics, costs, objectives etc.

Review: Theme 3 Review: Theme 3 Implementing MCImplementing MC

• Putting it into practicePutting it into practice– Media schedulingMedia scheduling– Spend and appropriationSpend and appropriation

Review: Theme 4 Research, Review: Theme 4 Research, evaluation and controlevaluation and control

• Research and evaluation Research and evaluation – advertisingadvertising

• Research and evaluation Research and evaluation – other MC toolsother MC tools

• Research and evaluation Research and evaluation – levels of integrationlevels of integration

Review: DSM planning Review: DSM planning frameworksframeworks

• Various models/frameworks Various models/frameworks

• All include several, sequential stagesAll include several, sequential stages– AnalysisAnalysis– PlanningPlanning– ImplementationImplementation– Research and controlResearch and control

APIC MODELAPIC MODEL

• ANALYSISANALYSIS: the present situation (organisation, : the present situation (organisation, product/service, competitors, customers, product/service, competitors, customers, environment etc)environment etc)

• PLANNINGPLANNING: objectives, positioning, strategy : objectives, positioning, strategy and tacticsand tactics

• IMPLEMENTATIONIMPLEMENTATION: costing, budgeting, : costing, budgeting, production, scheduling etcproduction, scheduling etc

• CONTROLCONTROL: research, monitoring and : research, monitoring and evaluationevaluation

Copley 2004Copley 2004

DECISION SEQUENCE DECISION SEQUENCE MODELMODEL

Situation analysisSituation analysis

objectives and positioningobjectives and positioning

strategiesstrategies budgetbudget

implementationimplementation

evaluationevaluationRothschild 1987Rothschild 1987

Exam: format Part BExam: format Part B

• 40% of module mark40% of module mark

• Same format as mock exam - Four Same format as mock exam - Four questions (of potentially 8)questions (of potentially 8)

•Attempt 1Attempt 1

• All equalAll equal

•1 hour1 hour

•ClosedClosed

Exam: format Part BExam: format Part B

• GuidanceGuidance– Spend approx. 5 minutes on choosing the Spend approx. 5 minutes on choosing the

questionquestion– Plan your answer before you start writingPlan your answer before you start writing– Structure answer and be relevant to Structure answer and be relevant to

QuestionQuestion– Use examplesUse examples– CitationsCitations

• Copley 2004 or other textbooks usedCopley 2004 or other textbooks used

• Academic journalsAcademic journals

• Marketing pressMarketing press

• Video or other relevant sourcesVideo or other relevant sources

Exam: preparationExam: preparation

– Revise sufficient topics (at least 5) to Revise sufficient topics (at least 5) to give yourself choicegive yourself choice

– Use lecture notes/seminar materials/ Use lecture notes/seminar materials/ recommended reading from recommended reading from Copley/directed study Copley/directed study references/academic journalsreferences/academic journals

– Anticipate questions … Anticipate questions …

Exam: TopicsExam: Topics

1.1. IMC in contextIMC in context2.2. Marketing Communications theoryMarketing Communications theory3.3. Marketing communications environment and Marketing communications environment and

buyer behaviour theorybuyer behaviour theory4.4. Marketing communications management Marketing communications management

process in contextprocess in context5.5. Planning: targeting, objectives and positioningPlanning: targeting, objectives and positioning6.6. Creativity and creative strategy, tactics and Creativity and creative strategy, tactics and

executionexecution7.7. Media strategy and spend issuesMedia strategy and spend issues8.8. Research and EvaluationResearch and Evaluation

Examples of questions:Examples of questions:1. IMC and Management 1. IMC and Management ProcessProcess• Explain IMC in terms of the Explain IMC in terms of the

management of the marketing management of the marketing communications mix. Illustrate your communications mix. Illustrate your response with examples of what you response with examples of what you consider to be good practice.consider to be good practice.

• Strategic management can be applied Strategic management can be applied to many things, MC included. Explain to many things, MC included. Explain what you understand by integration what you understand by integration in this context and illustrate what you in this context and illustrate what you consider to be good practice.consider to be good practice.

Examples of questions: Examples of questions: 2. MC theory2. MC theory

• Traditional MC theory as depicted in Traditional MC theory as depicted in textbooks gives the impression that textbooks gives the impression that the subject is rooted in the past. the subject is rooted in the past. Comment on the basic MC process Comment on the basic MC process and any other MC theory in terms of and any other MC theory in terms of the perspective of today’s marketing the perspective of today’s marketing practitioners.practitioners.

Examples of questions: Examples of questions: 3. BB theory & envt3. BB theory & envt

• Critically assess buyer behaviour Critically assess buyer behaviour theory in relation to marketing theory in relation to marketing communications practice. Illustrate communications practice. Illustrate your answer with relevant examples.your answer with relevant examples.

Examples of questions: 4. IMC Examples of questions: 4. IMC and Management Processand Management Process

• Explain the essence of the Decision Explain the essence of the Decision Sequence Model and provide an Sequence Model and provide an example of one such model that can example of one such model that can be used in the IMC management be used in the IMC management context. Discuss, using examples, context. Discuss, using examples, what companies get most out of this what companies get most out of this kind of management approach to kind of management approach to marketing communicationsmarketing communications

Examples of questions: Examples of questions: 5. Planning – targets, 5. Planning – targets, objectives & positioningobjectives & positioning• ‘‘Perceptual mapping is an essential tool Perceptual mapping is an essential tool

when considering positioning and when considering positioning and repositioning of brands and repositioning of brands and organisations involved with marketing organisations involved with marketing activities’. Using relevant examples to activities’. Using relevant examples to illuminate, explain what you understand illuminate, explain what you understand perceptual mapping to be in relation to perceptual mapping to be in relation to the inevitability of the sue of market the inevitability of the sue of market segmentation philosophy.segmentation philosophy.

Examples of questions: 6. Examples of questions: 6. Planning – Creativity and Planning – Creativity and creative strategy creative strategy • Discuss the creativity in relation to Discuss the creativity in relation to

the MC industry, making links to the MC industry, making links to creative and strategy, illustrating creative and strategy, illustrating with examples of your choice.with examples of your choice.

Examples of questions:Examples of questions:7. Planning/Implementation – 7. Planning/Implementation – Media strategy and spendMedia strategy and spend• Discuss the changes that technology Discuss the changes that technology

has brought to the MC industry has brought to the MC industry making reference to media strategy, making reference to media strategy, illustrating with examples of your illustrating with examples of your choice.choice.

Examples of questions: Examples of questions: 8. Control/research and 8. Control/research and evaluationevaluation• Explain what you understand to be Explain what you understand to be

the essence of the control stage of a the essence of the control stage of a DSM as applied in the MC context. DSM as applied in the MC context. Using examples to illustrate, include Using examples to illustrate, include in your response consideration of in your response consideration of research in other stages of such a research in other stages of such a model.model.

Any Questions?Any Questions?

Good Bye and Good Luck!Good Bye and Good Luck!

PS see you at graduation!PS see you at graduation!