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Integrated Marketing Communication. Anuchit Sirikit D.B.A. Certified Professional Marketer(Asia Pacific). What is Marketing. Marketing Focuses on Exchange exchange Relationship Marketing relationship marketing superior customer value mass customization lifetime value .

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integrated marketing communication

Integrated Marketing Communication

Anuchit Sirikit D.B.A.

Certified Professional Marketer(Asia Pacific)

slide2

What is Marketing

  • Marketing Focuses on Exchange
    • exchange
  • Relationship Marketing
    • relationship marketing
      • superior customer value
    • mass customization
      • lifetime value
slide3

Integrated Marketing Communications

  • The Evolution of IMC
    • integrated marketing communications (IMC)
      • new advertising
      • orchestration
      • seamless communication
      • all sources of brands or company contact
slide4
Reason for the Growing Importance of IMC
    • A shifting of marketing dollars from media advertising to other forms of promotion, particularly consumer and trade-oriented sales promotions.
slide5
A movement away from relaying on advertising-focused approaches, which emphasize mass media such as network television and national magazines, to solve communication problems.
  • A shift in marketplace power from manufacturers to retailers.
slide6
The rapid growth and development of database marketing.
  • Demands for greater accountability from advertising agencies and changes in the way agencies are compensated.
  • The rapid growth of the Internet, which is changing the very nature of how companies do business and the ways they communicate and interact with consumers.
instrument of the marketing mix
Instrument of the marketing mix

Source: Pelsmacker, Patrick De., Geuens, Maggie and Bergh , Joeri Van den 2000. Marketing Communications Essex, England : Pearson Education Ltd. pp. 3

personal versus mass marketing communications
Personal versus mass marketing communications

Source: Pelsmacker, Patrick De., Geuens, Maggie and Bergh , Joeri Van den 2000. Marketing Communications Essex, England : Pearson Education Ltd. pp. 6

the marketing mix and integrated marketing communications 1
The marketing mix and Integrated marketing communications (1)

Marketing communications

Public relations

Advertising

( f )

(a)

(c)

(e)

( b)

(d)

Marketing

Source: Hutton, J.H. (1996), ‘Integrated Marketing Communication and the Evolution of Marketing Thought’ , Journal of business Research, 37, 155-62.

the marketing mix and integrated marketing communications 2
The marketing mix and Integrated marketing communications (2)
  • (a) Corporate advertising (b) Salesforce and channel communications, trade shows, packaging, direct marketing, sales promotions, etc. (c) Distribution, logistics , pricing, new-product development, etc. (d) Investor relations; community relations; employee communications; public affairs/government relations; most media relations; crisis communications, etc, (e) Product publicity; brochures and other collateral materials; parts of media relations, crisis communications and corporate identity; sponsorships, etc. ( f ) Traditional mass-media advertising

Source: Hutton, J.H. (1996), ‘Integrated Marketing Communication and the Evolution of Marketing Thought’ , Journal of business Research, 37, 155-62.

determinants of successful brands
Determinants of successful brands

Additional service

Originality

Successful brand

Good quality

Differentiation

Integrated communications support

Long- term perspective

Source; Dibb, S., Simkin, L., Pride, W.M. and Ferrell, O.C. (1997), Marketing. Concepts and Strategies. Boston: Houghton Mifflin.

basic brand strategies
Basic brand strategies

National

International

Category

Existing

New

Line extension

Brand extension

One brand

Existing

Global branding

Corporate branding

Multi-brands

New brands

New

Local branding

Two brands

Endorsement Ingredient branding Co-branding

Source: Pelsmacker, Patrick De., Geuens, Maggie and Bergh , Joeri Van den 2000. Marketing Communications Essex, England : Pearson Education Ltd. pp. 40

components of consumer brand equity
Components of consumer brand equity
  • Brand equity
  • Awareness
  • Perceived quality
  • Strong brand associations
  • Others assets
  • High brand loyalty

Determinants

Benefits

Source: Aaker, D.A. (1991), Managing Brand Equity. New York; The Free Press.

the loyalty pyramid
The loyalty pyramid

Committed buyer

Like the brand-considers it a friend

Satisfied buyer with switching costs

Satisfied/habitual buyer who has no reason to change

Switchers/price sensitive - indifferent-no brand loyalty

Source: Pelsmacker, Patrick De., Geuens, Maggie and Bergh , Joeri Van den 2000. Marketing Communications Essex, England : Pearson Education Ltd. pp. 49

brand equity components and advertising models
Brand equity components and advertising models

Awareness-salience

Brands awareness

Symbolism

Likeability

Strong brand associations

Emotions

Persuasion

High quality perception

Relationship

High customer loyalty

Sales reponse

Based on: Franzen, G. (1998), Merken en Reciame (Brands and Advertising). Kluwer Bedrijfsinformatie.

slide20
Market Positioning
    • Approaches to Positioning
    • Developing a Positioning Strategy
slide21

Developing a Positioning Strategy

  • Positioning by Product Attributes and Benefits
  • Positioning by Price/Quality
  • Positioning by Use or Application
  • Positioning by Product Class
  • Positioning by Product User
  • Positioning by Competitor
  • Positioning by Cultural Symbols
  • Repositioning
requirements for effective segmentation
Requirements for effective segmentation

Measurable

Attainable

Effective segmentation

Large enough

Different

Source: Pelsmacker, Patrick De., Geuens, Maggie and Bergh , Joeri Van den 2000. Marketing Communications Essex, England : Pearson Education Ltd. pp. 102.

targeting strategies
Targeting strategies
  • Concentration on one segment
  • Selective specialization
  • Product specialization
  • Market specialization
  • Full market coverage
slide24

Determining the Positioning Strategy

  • Identifying competitors
  • Assessing consumers’ perceptions of competitors
  • Determining competitors’ positions.
  • Analyzing the consumers’ preferences.
  • Making the positioning decision.
    • Is the segmentation strategy appropriate?
slide25
Making the positioning decision.
    • Is the segmentation strategy appropriate?
    • Are there sufficient resources available to communicate the position effectively?
    • How Strong is the competition?
    • Is the current positioning strategy working?
  • Monitoring the position.
positioning strategies
Positioning strategies
  • Product attributes or benefits
  • Price / quality
  • Use or application
  • Product class
  • Product user
  • Competitor
  • Cultural symbols

Source: Pelsmacker, Patrick De., Geuens, Maggie and Bergh , Joeri Van den 2000. Marketing Communications Essex, England : Pearson Education Ltd. pp. 108.

communications objectives the dagmar model
Communications objectives: the DAGMAR model

Category need

Brand awareness

Brand knowledge / comprehension

Brand attitude

Brand purchase intention

Purchase facilitation

Purchase

Satisfaction

Brand loyalty

Source; Colley, R.H. (1961), Defining Advertising Goals for Measured Advertising Results. New York: Association of National Advertisers.

stages in the product life cycle and communications objectives
Stages in the product life-cycle and communications objectives

Sales

Time

Marketing Top-of-mind awareness Brand attitude Brand loyalty Customer satisfaction

Stage Marketing communications objectives

Introduction Category need Brand awareness Brand knowledge Brand attitude

Growth Brand attitude Brand preference

Decline Purchase New target groups

factors affecting the consumer choice situation
Factors affecting the consumer choice situation

Consumer / product relation

Choice process

Choice situation

Point -of-purchase characteristics

Consumer

Advice involved with purchase

Product characteristics

Source: Pelsmacker, Patrick De., Geuens, Maggie and Bergh , Joeri Van den 2000. Marketing Communications Essex, England : Pearson Education Ltd. pp. 132.

advertising objectives
Advertising objectives

Product category need

Brand awareness

Brand knowledge

Feelings evoked by the ad

Attitude towards the ad

Liking of the brand

Attitude towards the brand

Brand conviction

Brand satisfaction

Purchase intention

Purchase

Repeat-purchase

Brand loyalty

Cognitive objectives

Affective objectives

Conative objectives

advertising formats
Advertising formats
  • Testimonial
  • Expert endorsement
  • Celebrity endorsement
  • Slice-of-life
  • Comparative advertising
  • Music
moderating variables affecting the effectiveness of humour in advertising
Moderating variables affecting the effectiveness of humour in advertising

Product type

Effective humorous ads

Existing or new products

Humour type

Relation between humaour and product

Prior brand evaluations

Source: Pelsmacker, Patrick De., Geuens, Maggie and Bergh , Joeri Van den 2000. Marketing Communications Essex, England : Pearson Education Ltd. pp. 177.

strengths of public relations
Strengths of public relations

Good citizenship

Advice on important trends

Crisis management

Public relations

Difficult-to-reach audiences

Message flexibility

More objective

Cost effective

Source: Pelsmacker, Patrick De., Geuens, Maggie and Bergh , Joeri Van den 2000. Marketing Communications Essex, England : Pearson Education Ltd. pp. 240.

weaknesses of public relations
Weaknesses of public relations

Effectiveness hard to measure

Lack of control

Public relations

Journalists as gatekeepers

Source: Pelsmacker, Patrick De., Geuens, Maggie and Bergh , Joeri Van den 2000. Marketing Communications Essex, England : Pearson Education Ltd. pp. 249.

trends and challenges in public relations
Trends and challenges in public relations

Measuring effect

Good employee relation

Bad reputation

Corporate branding

Specialization

PR

Growing consumer awareness

Globalization

Single-issue publics

New technologies

Source: Pelsmacker, Patrick De., Geuens, Maggie and Bergh , Joeri Van den 2000. Marketing Communications Essex, England : Pearson Education Ltd. pp. 251.

slide37
Motivation Research in Marketing
    • In-depth interviews
    • Projective techniques
    • Association tests
    • Focus groups
  • Problems and Contributions of Psychoanalytic Theory and Motivation Research
strategic communication research
Strategic communication research
  • Pre-test of Advertising
  • Post-test of Advertising
  • Campaign evaluation Research
objectives of pre testing
Objectives of pre-testing

Selection of appropriate stimuli

Optimise esposure frequency

Pre-tests

Testing a finished ad

Assess communications effects

Source: Pelsmacker, Patrick De., Geuens, Maggie and Bergh , Joeri Van den 2000. Marketing Communications Essex, England : Pearson Education Ltd. pp. 224.

pre testing techniques
Pre-testing techniques

Internal evaluation

  • Checklists
  • Readability analysis

Communications

  • Physiological tests
  • Recall
  • Direct opinion measurement

Behavioural effects

limitations of pre testing
Limitations of pre-testing

Individual testing

Never the best possible ad

Influence of external factors

Limitations of pre-testing

Artificial setting

Limited time between exposure and test

Consumer jury effect

Effect of repetition

Source: Pelsmacker, Patrick De., Geuens, Maggie and Bergh , Joeri Van den 2000. Marketing Communications Essex, England : Pearson Education Ltd. pp. 230.

post testing techniques
Post-testing techniques
  • Exposure
  • Message processing
    • recall
    • recognition
  • Behaviour
limitations of post testing
Limitations of post-testing

Isolate effect of single ad

Consumer’s honesty

Message processing and buying

Limitations of post-test

Product involvement

Relevance of recall

Time between exposure and measurement

Source: Pelsmacker, Patrick De., Geuens, Maggie and Bergh , Joeri Van den 2000. Marketing Communications Essex, England : Pearson Education Ltd. pp. 233.

social presence and communications style in communications media
Social presence and communications style in communications media

Personal selling

Higher

Telemarketing

X

Electronic commerce

Social presence

Direct mail

Traditional advertising

Lower

Synchronous

Asynchronous

Communications

Based on: Reza Kiami, G. (1998), ‘Marketing opportunities in the Digital Worls’ , Internet Research: Electronic Networking Applications and Policy, 8(2), 185-94. Reproduced with permission of MCB University Press.

consumer control on contact and content in communications media
Consumer control on contact and content in communications media

Consumer control of content

Lesser

Greater

Lesser

Direct mail advertising

Telemarketing

Consumer control of content

Personal selling

Electronic commerce

Greater

Based on : Reza Kiami, G. (1998), ‘Marketing opportunities in the Digital World’ , Internet Research: Electronic Networking Applications and Policy, 8(2), 185-94. Reproduced with permission of MCB University Press.

development cycles for websites on the net
Development cycles for websites on the net
  • Internet starters

Transaction model--- Information model

1. Transactions

2. Client support/services

3. Information about image and products

4. Information-gathering/market research

  • Multinationals

Information model-- Transaction model

1. Information about image and products

2. Information-gathering/market research

3. Client support/services

4. Internal support

5. Transactions

Based on: Quelch, J.A. and Klein, L.R. (1996). ‘The Internet and International Marketing’ , Sloan Management Review (Spring), 60-75. Reproduced with permission of Sloan School of Management.

business models for websites on the net
Business models for websites on the net

Primary consequences for the company

Cost-reduction

Returns incteasing

Internal

Technical, legal and administration support Managing databases Internal research Internal reporting

Marketing and sales support information

Customer orientation

Product information Promotion Developing databases Market research Transactions

Customer service Transactions

External

Based on: Quelch, J.A. and Klein, L.R. (1996). ‘The Internet and International Marketing’ , Sloan Management Review (Spring), 60-75. Reproduced with permission of Sloan School of Management.

internet advertising techniques
Internet advertising techniques

E-mail

Banners on e-mail

Direct e-mail

Good citizenship

Sponsorship of e-mail newsletter

Classified ads

Banners on chat sites

Adertorials

World Wide Web

Banners

Interstitial

Pushed advertising

Buttons

internet advertising in the future
Internet advertising in the future

Purchase related content

Experience rated content

Sponsored content

Internet advertising

Targeted content

Anchor tenancy deals

Based on: Cartelliert, C., Rao, V., Parsons, A. and Zeisser, M. (1997), ‘The Impact of Internet Advertising’, The McKinsey Quarterly, 3, 45-62.

four types of relationship efforts
Four types of relationship efforts
  • Communication
  • Differentiation
  • Personalising
  • Rewarding