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GLOBAL MARKETING Integrated Marketing Communications.

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GLOBAL MARKETING GLOBAL MARKETING Integrated Marketing Integrated Marketing Communications Communications
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Page 1: GLOBAL MARKETING Integrated Marketing Communications.

GLOBAL MARKETINGGLOBAL MARKETING

Integrated Marketing Integrated Marketing CommunicationsCommunications

Page 2: GLOBAL MARKETING Integrated Marketing Communications.

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)

Page 3: GLOBAL MARKETING Integrated Marketing Communications.

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

Page 4: GLOBAL MARKETING Integrated Marketing Communications.

Characteristics of Characteristics of Communication OptionsCommunication Options

Addressable/customized

Mass

Broadcast1-way message

2-way withTime lag

2-wayinstantaneous

Super BowlAd

Salesperson

Page 5: GLOBAL MARKETING Integrated Marketing Communications.

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

E-mail

Telemarketing

Page 6: GLOBAL MARKETING Integrated Marketing Communications.

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

Page 7: GLOBAL MARKETING Integrated Marketing Communications.

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

Page 8: GLOBAL MARKETING Integrated Marketing Communications.

Trade PromotionsTrade Promotions

Slotting allowancesSlotting allowances Co-op advertisingCo-op advertising Floor planningFloor planning Temporary price cutsTemporary price cuts Volume discountsVolume discounts ContestsContests

Page 9: GLOBAL MARKETING Integrated Marketing Communications.

Rounding out IMC:Rounding out IMC:

Event Marketing SponsorshipsEvent Marketing Sponsorships

Publicity and Public RelationsPublicity and Public Relations

Page 10: GLOBAL MARKETING Integrated Marketing Communications.

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

Page 11: GLOBAL MARKETING Integrated Marketing Communications.

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

Page 12: GLOBAL MARKETING Integrated Marketing Communications.

Hierarchy Model: AIDAHierarchy Model: AIDA

Stages AIDA Model

Cognitive Attention

Affective Interest

Desire

Behavioral Action

Page 13: GLOBAL MARKETING Integrated Marketing Communications.

Hierarchy-of-Effects ModelHierarchy-of-Effects Model

Stages Hierarchy-of-Effects Model

Cognitive AwarenessKnowledge

Affective Liking

PreferenceConviction

Behavioral Purchase

Page 14: GLOBAL MARKETING Integrated Marketing Communications.

Innovation-Adoption ModelInnovation-Adoption Model

Stages Innovation-AdoptionModel

Cognitive Awareness

Affective InterestEvaluation

Behavioral Trial

Adoption

Page 15: GLOBAL MARKETING Integrated Marketing Communications.

Communication ModelCommunication Model

Stages CommunicationModel

Cognitive ExposureReception

Cognitive Response

Affective AttitudeIntention

Behavioral Behavior

Page 16: GLOBAL MARKETING Integrated Marketing Communications.

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.

Page 17: GLOBAL MARKETING Integrated Marketing Communications.

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%)

Page 18: GLOBAL MARKETING Integrated Marketing Communications.

2. Mission2. Mission

Communication objectives, related to Communication objectives, related to customer responsecustomer response

Build Awareness

Message Reinforcement

Stimulate Action

Page 19: GLOBAL MARKETING Integrated Marketing Communications.

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

Page 20: GLOBAL MARKETING Integrated Marketing Communications.

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

Page 21: GLOBAL MARKETING Integrated Marketing Communications.

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

Page 22: GLOBAL MARKETING Integrated Marketing Communications.

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

Page 23: GLOBAL MARKETING Integrated Marketing Communications.

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

Page 24: GLOBAL MARKETING Integrated Marketing Communications.

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.

Page 25: GLOBAL MARKETING Integrated Marketing Communications.

Global ConsiderationsGlobal Considerations

Cultural values/traditionsCultural values/traditions

Social and political contextsSocial and political contexts

Economic environmentsEconomic environments

Laws/regulationsLaws/regulations


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