8. Integrated Marketing Comunications Flashcards
Priming 3
- Pre-encoding
- Preparing for message reception
- Identifying signs/symbols that resonate
Framing 4
- Encoding
- Language
- Culture
- Using signs/symbols in the message that resonates
Interpretation 3
- decoding
- message reception
- interpretation through familiarity of language and signs and symbols
Attitudes 4
- Shape consumer behaviour
- Persuasive communication without changing attitudes
- Les attitudes basées sur la consommation de produit réelle seront tenues plus fermement que ceux par l’exposition de produit indirecte
- Affective ( feelings) -> Cognitive (beliefs) -> Conative (behavioural intentions) -> Behaviour
Corporate communications
Marketing communications
The use of communications towards customers, consumers and prospects with the explicit purpose of influencing those groups towards a purchase
Integrated Marketing Communications
IMC is a concept of marketing communications planning that recognises the added value of a comprehensive plan and combines communications disciplines to provide clarity, consistency and maximum communications impact
Aspects of Integrated marketing communications 3
- #### Dialogue
- Positioning
- Cognitive response
•Dialogue
- multi-way communications are stimulated.
Positioning
- how the communications of the organisation affect all offerings in the opportunity set.
Cognitive response
- receivers are viewed as active problem solvers and they use marketing communications to help them in their purchasing.
Why integrated marketing communications? 4
- #### More personalised, technology-driven marcoms approach
- #### Consistent messages from all promotional tools
- Key visual triggers should be replicated across the range of promotional tools
- Above-the-line and below-the-line communications should be consistent
Role of Marcoms in Market Transactions 4
- DRIP affect of marcoms
- Promotional element in marketing mix
- Refers to activities that result in shared meanings between buyers and sellers
- Building and maintaining brand equity
DRIP affect of marcoms 4
- Differentiate products and services
- Remind and reassure customers and potential customers
- Inform
- Persuade targets to think or act in a particular way
Integrated marketing communications 5
1. Target audience
- Marketing strategy determines segmentation, targeting and positioning
2. How to reach them
- The channel/s or delivery media
3. When
- Seasonality
- Time of day/week
4. Where
- Where the target audience is most likely to see the message
5. Why
- Building a strong relationship with consumer – brand loyalty
Integrating Marketing Communication Tools 4
- Personal Selling
- Sales Promotion
- Public Relations
- Advertising
Examples of promotion objectives 3
- Informative (Awareness) Objective
- Persuasion (Attitudinal) Objective
- Reminder Objective
Setting the Promotion Budget 4
- Percentage of Sales
- Affordability
- Matching Competition
- Objective & Task
Selection Criteria 4
- #### Degree of control required over delivery of the message
- Financial resources available
- Level of credibility
- Size and geographic dispersion of target audiences
Communication Objectives 6
- What needs to be achieved
- How
- Message
- Through what channel
- Measurability
- DAGMAR
- Defining Advertising Goals Measuring Advertising Result
IMC Planning Process 5
- #### Start with the customer
- Use any and all forms of contact
- Achieve ‘synergy’
- Build relationships (brand loyalty)
- Affect behaviour
Foote, Cone and Belding Grid
#
Advertising Objectives 7
- #### Awareness
- Reminder to use
- Changing attitudes toward use of a product form
- Changing perceptions about importance of brand attributes
- Changing beliefs about brands
- Attitude reinforcement
- Corporate and product line image building
Sales promotion objectives 9
- Improve sales of existing product
- Encourage repeat purchase by current users
- Encourage trial by new customers of existing products
- Pre-empt competitive marketing communications
- Counteract competitive marketing communications
- Increase product usage
- Encourage brand loyalty/discourage brand switching
- Facilitate collection of customer database information
- Compliment other marketing communications pull factors
Public relations objectives 5
- #### Building brand awareness
- #### Create interest
- Provide information
- Stimulate demand
- Reinforce brand values
Personal selling objectives 5
- #### Building brand awareness
- Information on new product offerings
- One to one communication
- High involvement decision so sales personnel crucial to decision-making
- Provides detailed information
- Build long term relationship
- Building brand loyalty
Changing marcoms environment 7
- Media proliferation and clutter
- Decrease in traditional message effectiveness and credibility
- Increasing effectiveness of techniques other than advertising
- Increase cost and decrease in effectiveness of mass media communications
- Increase in media and audience fragmentation
- Increase in parity or ‘me too’ products/increased competition
- Decrease in cost of database marketing/shift in information technology
AIDA : Delivering the message
- Awareness
- Interest
- Desire
- Action
What is Content Marketing?
The creation of content with the intention of:
- distributing it
- engaging with it
- attracting with it
Content functions in a multitude of ways:
- Increasing visibility.
- Encouraging backlinks for SEO, and social shares.
- Optimising the website for long tail keywords that are harder to target through the website’s static pages.
- Generating new customers or clients.
Advantages of Digitally Networked World 6
- ##### The syndication of information
- Increasing returns to scale of network products
- The ability to efficiently personalise and customise market offerings
- Disintermediation and restructuring of distribution channels
- Global reach
- 24/7 Access, and instantaneous delivery
