introduction to marketing communications lecture 11
TRANSCRIPT
Introduction to
Marketing Communications
integrating marketing communications…
11
defining integrated marketing communications
IMC is a strategic approach to the planned management of an organisation’s communications.
IMC requires that organisations coordinate their
various strategies, resources and messages
in order that it engage coherently and meaningfully with target audiences. the main
purpose is to develop relationships with audiences that are of mutual value.
Fill, 2011
defining integrated marketing communications
it is a new way of looking at the whole, where once we saw only parts such as advertising, public relations, sales promotions, purchasing, employee communications and so forth, to look at it the way
the consumer sees it – as a flow of information from indistinguishable sources
De Pelsmaker et.al., 2007
what do we integrate?
simply put, it is about the synergistic use of the marketing
communications tools…
…but we also need to integrate the corporate and marketing
objectives and strategies
the message needs to be consistent
we need to bring in corporate identity and image…
…as well as brand identity and image
combining marketing communications
tools to create synergies…
Integrating the various tools can lead to synergies in a number of ways - here are some examples:The sales team have an easier job if their product or company is well known as a result of sponsorship or advertising
In-store or point-of-sale communications that are consistent with advertising are more effective
A promotional campaign that is supported by advertising is generally more successful
Direct mailing is more effective when prepared by an awareness-increasing advertising campaign and supported by a sales promotion campaign
Public relations, corporate advertising and sponsorship can have synergistic effects on company image-building
Websites will be more frequently visited when announced in mass media advertising
Advertising for a trade show will be more effective if an incentive is to visit the stand is offered
De Pelsmaker et.al., 2007
drivers of integrated communications
the key driver according to Fill (2006) is the shift from
transaction-based marketing to relationship marketing
organisational drivers
market-based drivers
communications-based drivers
media and audience fragmentation, literacy, clutter,
competition, media inflation
technology, consistency, brand triggers
profits, accountability, importance of branding
barriers to integration…opposition/reluctance to change internally
financial issues in relation to structure and frameworks
hierarchies, traditions and management structures
attitudes and structures of suppliers and agencies
perceived complexity
implementing IMC
the most important consideration is that of customer focus
this needs to be recognised organisation-wide and may
require training, support and planning
systems, processes, procedures and structures may need to
be adapted or changed
the tools of the marketing communications mix
Sales Promotion
Direct Marketing
Public Relations
Personal Selling
Advertising
Target Audience
Media
MediaMedia
Fill, 2006
selecting the right mix…
There’s no real science or magic formula here
Each communications tool has different
abilities, different strengths and weaknesses
The following model is useful when marketers need to
determine which tools or tactics to use…Fill, 2011
Advertising Sales Promotion
Public Relations
Personal Selling
Direct Marketing
Communications
Ability to deliver a personal message Low Low Low High High
Ability to reach a large audience High Medium Medium Low Medium
Level of interaction Low Low Low High High
Credibility
Given by the target audience Low Medium High Medium Medium
Costs
Absolute costs High Medium Low High Medium
Cost per contact Low Medium Low High High
Wastage High Medium High Low Low
Size of investment High Medium Low High Medium
Control
Ability to target particular audiences Medium High Low Medium High
Management’s ability to adjust Medium High Low Medium High
Leve
l of e
ffec
tive
ness
+
awareness consideration purchase
Direct Marketing
Advertising
Personal Selling
Sales Promotion
Public Relations
Purchase Decision Sequence
Fill, 2011
As marketers we need to give serious
consideration to…
the degree of control we require
the financial resources available
The level of credibility that each tool bestows
The size and geographic dispersion of the target audience
The communications tasks each tool is best at
satisfying… DRIP
Advertising Sales Promotion
Public Relations
Personal Selling
Direct Marketing
Level of control Medium High Low High Medium
Level of cost High Medium Low Medium High
Level of credibility Low Medium High Medium Medium
Level of dispersion - HIGH Low Medium High High Medium
Level of dispersion - LOW Medium High High Medium High
Primary tasks DifferentiateInform
Persuade DifferentiateInform
PersuadeReinforce
Persuade
Key selection criteria for the tools of the
marketing communications mix…
Baines, et.al., 2008
The main tasks facing marketers…
Who should receive the messages
What the messages should say
What image of the organisation/brand
receivers are to form and retain
How much is to be spent
How the messages are to be delivered
What actions the receivers should take
How to control the whole process once implemented
Determining what has been achieved
putting it into practice…
…earned media, twitter
…public relations
…personal selling
…outdoor
…the manifesto that underpinned all the creative comms work
What underpinned the integration?
the message and the creative…
tools… earned via a variety of personal media – social sharing
tools… earned - PR, media coverage
tools… paid – TV advertising, print and outdoor
tools… personal selling
tools… owned – website and social media
…the inspiration