Chap 6: IMC Flashcards
The role of marketing communication
- to inform, persuade and remind customers about the brand/product.
- to represent the voice of the company, they are the means to build a dialogue and establish the customer relationship.
- for customers: learn who makes the product, what the brand stands for, and get an incentive for trial or use.
8 major modes of the marketing mix
advertising, PR, personal selling, direct and database marketing, events and experience, mobile marketing, online and social media marketing
8 steps to develop effective communication
Identify target market > Set objectives > Design communications > Select channels > Establish budget > Decide on media mix > Measure results > Manage IMC
Critiques of marketing communication => Consumer heterogeneity
- Even if consumers can interact with brands, it doesn’t mean they have the ability and motivation to interact.
- Only some of the consumers want to be involved with only some of the brands in only some of the time.
Integrated Marketing Communication (Kotler and Keller, 2016)
a planning process designed to ensure all brand contacts received by a customer for a product/service is relevant to that person and consistent over time.
Integrated Marketing Communication (Schultz and Schultz, 1998)
a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, pervasive brand communication programs over time with consumers, prospects, etc.
Why CIMC model? (Finne and Gronroose, 2017)
Customers have equally limitless information like companies, so there’s a need for the development of customer-centric communication model.
How does CIMC model work? (Finne and Gronroose, 2017)
- 2 inner circles: how customers process messages that they are exposed to and register them. The impact of situational and temporal factors depends on the customers’ ecosystem.
- 2 outer circles: represent the customer ecosystem, which is the context of processing, and the origin of messages.
Value-in-use … (Finne and Gronroose, 2017)
focuses on perceived customer value emerging from the use of a product. Or in another word, it’s the customers’ experience of value, not the marketer’s intended value of a message.
Outside-in approach (Finne and Gronroose, 2017)
design the business’ process, tool and product based on what’s best for customers and meets their needs.
7 criteria to develop an optimal IMC:
Keller, 2016
Coverage, Cost, Contribution, Commonality Complementary, Cross-effect, Conformability
Conformability
Effective communication for different target market consumers with different sequences of exposure.
Complementarity
Different associations and linkages are emphasized across communication options.
Commonality
Information conveyed by different communications share the same meaning.
The more abstract the association to be created, the more likely it could be effectively expressed in different ways. (ex: Contemporary > Rich)
Cross-effect
The coordinated communication options create main effects and interaction effects such that “1 + 1 = 3”
