Integrated Marketing Communications

control and measurement

8

the Marketing Communications

planning framework…

1

2

3

4

5

6

context analysispromotional objectivespromotional strategy

coordinated communications mix

implementation

Control and evaluation

push

pull

profile

corporate

marketing

communications

resources scheduling

Fill, 2006

control and evaluation…

Link to the SMART objectives set earlier…

We also need to evaluate…The different tactics implemented

The different media implemented and…

So we have measureable criteria – or metrics

And a time-frame to achieve them within

…the different vehicles

We can also evaluate performance against the budget

marketing control process

Fill, 2011

Implications of controlStructures must be clearly defined

The extent of functional control must be determined

Responsible individuals should be fully involved in planning

Regular performance reports should be provided

Responsible individuals should revise the plan when necessary

Every item should be the responsibility of an individual within the organisation

Evaluating advertisingPre-testing - readability, physiological tests, opinion, behaviour

Post-testing - recall, response

Financial tests - ROI

Tracking studies

Likeability

BRAD Insight

Nielsen

IAB

NRS

Kantar Media / TGI

information about media…

information about media…

BARB

RAJAR

Route

FAME/Dodona/DCM/ Pearl and Den

JICREG

evaluating sales promotion…consumer audits

retail audit

sales force feedback

redemption

sales data

evaluating PR…Media coverage and tone

Positioning… image

Share price… corporate communications

column inches

evaluating direct marketing

response rates

sales conversion rates

order values

repeat purchases and retention

evaluating sponsorship…

media exposure

pre and post testing…objectives – awareness, image perceptions, attitudes

participant feedback – sponsor and sponsored

tracking studies

evaluating personal selling…productivity – calls per day, per account, order to call ratio

new accounts

account development

orders received

expenses

criticisms of marketing…deceptive practices - pricing, promotion and packaging

High pressure selling - non-customer focus

False wants and too materialistic

Cultural pollution

Impact on environment

offensive?

targeting children

banned…

http://www.asa.org.uk/

http://www.bbc.co.uk/news/magazine-18243577

advertising codes…CAP

BCAP

advertising codes to ensure we’re legal, honest, decent and trustworthy

CIM, 2012

banned…

consumer protection regulations…

…and business protection regulations

designed to ensure that the consumer is ‘free’ to make their own informed purchasing decisions

avoiding misleading and aggressive practices

as well as those that are legally prohibited such as…

False prize draws

False recommendations and celebrity blogging

Unwanted communications

Cookies law CIM, 2012

banned…

copyright, trademarks and data protection…

DPA… what information we hold about our customers

copyrights and trademarks… protection of intellectual property

It must have relevance

It must be secure

The individual must know what it will be used for

Must be accurate and up-to-date

Limited access, destroyed when no longer needed

CIM, 2012

bribery act 2011…It is now an offence to ‘give, promise or offer a bribe – or to request or agree to receive a bribe’

…but was is a bribe?

…disproportionate hospitality

Up to ten years in prison

CIM, 2012

green claims…

content must be relevant and offer a genuine benefit

the claim must be presented clearly and accurately

must be accurate, evidenced and relevant

the claim must be substantiated

CIM, 2012

banned…