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GLOBAL MARKETINGGLOBAL MARKETING
Integrated Marketing Integrated Marketing CommunicationsCommunications
Integrated Marketing Integrated Marketing Communications (IMC)Communications (IMC)
Effective marketing requires an integrated Effective marketing requires an integrated communications plan--relying not just on communications plan--relying not just on one form of communication, but bringing one form of communication, but bringing together a number of different modes in a together a number of different modes in a consistent and complementary way.consistent and complementary way.
Standardization vs. adaptation (localization)Standardization vs. adaptation (localization)
Communication VehiclesCommunication Vehicles
Contrast communication options along two Contrast communication options along two dimensions:dimensions:– Broadcast vs. interactive (1-way message vs. 2-Broadcast vs. interactive (1-way message vs. 2-
way message)way message)– Mass vs. addressable/customizedMass vs. addressable/customized
Characteristics of Characteristics of Communication OptionsCommunication Options
Addressable/customized
Mass
Broadcast1-way message
2-way withTime lag
2-wayinstantaneous
Super BowlAd
Salesperson
Position of Major Position of Major Communication VehiclesCommunication Vehicles
Addressable/Customized
Mass
1-way 2-way
Media
DirectWeb
Salesperson
RadioNewspapers
Television
Magazines
Direct Mail
Catalogs
Infomercials
Telemarketing
Role of Promotions in Integrated Role of Promotions in Integrated Marketing CommunicationsMarketing Communications
Promotions are a specific inducement to Promotions are a specific inducement to generate purchase behavior.generate purchase behavior.
Consumer promotionsConsumer promotions Trade promotionsTrade promotions
Consumer PromotionsConsumer Promotions
Free samplesFree samples Price-oriented programsPrice-oriented programs
Cents-off coupons Price pacs Cents-off coupons Price pacs
Mail-in refundsMail-in refunds Bonus pacs Bonus pacs
RebatesRebates PremiumsPremiums Tie-insTie-ins Continuity programsContinuity programs Contest/sweepstakesContest/sweepstakes
Trade PromotionsTrade Promotions
Slotting allowancesSlotting allowances Co-op advertisingCo-op advertising Floor planningFloor planning Temporary price cutsTemporary price cuts Volume discountsVolume discounts ContestsContests
Rounding out IMC:Rounding out IMC:
Event Marketing SponsorshipsEvent Marketing Sponsorships
Publicity and Public RelationsPublicity and Public Relations
Formulating the IMC ProgramFormulating the IMC Program
6 M’s Model for Communication Planning6 M’s Model for Communication Planning
1. Market
2. Mission
3. Message
4. Media
5. Money
6. Measurement
1. Market1. Market
Analyze the consumer situation in terms of Analyze the consumer situation in terms of stages in the purchase and consumption stages in the purchase and consumption processprocess
Response hierarchy modelsResponse hierarchy models– Cognitive stagesCognitive stages– Affective stagesAffective stages– Behavioral stagesBehavioral stages
Hierarchy Model: AIDAHierarchy Model: AIDA
Stages AIDA Model
Cognitive Attention
Affective Interest
Desire
Behavioral Action
Hierarchy-of-Effects ModelHierarchy-of-Effects Model
Stages Hierarchy-of-Effects Model
Cognitive AwarenessKnowledge
Affective Liking
PreferenceConviction
Behavioral Purchase
Innovation-Adoption ModelInnovation-Adoption Model
Stages Innovation-AdoptionModel
Cognitive Awareness
Affective InterestEvaluation
Behavioral Trial
Adoption
Communication ModelCommunication Model
Stages CommunicationModel
Cognitive ExposureReception
Cognitive Response
Affective AttitudeIntention
Behavioral Behavior
Customer Response IndexCustomer Response Index
The combination of effects in the customer The combination of effects in the customer response hierarchy.response hierarchy.
Tool for adjusting communications or other Tool for adjusting communications or other marketing tactics.marketing tactics.
Customer Response IndexCustomer Response Index
Unaware (37%)
Aware (63%)
Don’t comprehend (46%)
Comprehend (54%)
Not interested (23%)
Interested(77%)
No intentions (32%)
Intentions(68%)
No Action(10%)
Action (90%)
2. Mission2. Mission
Communication objectives, related to Communication objectives, related to customer responsecustomer response
Build Awareness
Message Reinforcement
Stimulate Action
3. Message3. Message
Decisions related to message content, Decisions related to message content, structure, format, and sourcestructure, format, and source– What kind of an appeal?What kind of an appeal?– One-sided or two-sided message?One-sided or two-sided message?– PeripheralsPeripherals– SpokespersonSpokesperson
4. Media4. Media
Decisions related to media communication Decisions related to media communication channel/advertising agencychannel/advertising agency
Decisions related to media exposureDecisions related to media exposure– Target market reachTarget market reach– FrequencyFrequency– Advertising effectivenessAdvertising effectiveness
» GRPsGRPs
» CPMsCPMs
Media Exposure (continued)Media Exposure (continued)
Decisions related to message reinforcementDecisions related to message reinforcement– PulsingPulsing– Heavy-up message frequencyHeavy-up message frequency
Decisions related to use of consumer Decisions related to use of consumer promotionspromotions
5. Money5. Money
The optimal marketing communications The optimal marketing communications budget is typically a function of:budget is typically a function of:– The size and heterogeneity of the target The size and heterogeneity of the target
audienceaudience– Nature of the messageNature of the message– Receptivity of the audienceReceptivity of the audience– Amount of clutterAmount of clutter
Money (continued)Money (continued)
Some firms use:Some firms use:– % of expected or previous year’s sales% of expected or previous year’s sales– Competitively based benchmarkCompetitively based benchmark
Spending levels vary greatly across Spending levels vary greatly across industries and even across firms within the industries and even across firms within the same categorysame category
6. Measurement6. Measurement
Plan a mechanism for evaluating the effects Plan a mechanism for evaluating the effects of communications efforts.of communications efforts.
Critical input to future spending levels, Critical input to future spending levels, allocation of the budget across media, and allocation of the budget across media, and specific communication messages.specific communication messages.
Global ConsiderationsGlobal Considerations
Cultural values/traditionsCultural values/traditions
Social and political contextsSocial and political contexts
Economic environmentsEconomic environments
Laws/regulationsLaws/regulations