Lecture 2: INTEGRATED MARKETING COMMUNICATION

Question 1

Marketing

Answer 1

the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create and exchange value, and satisfy individual and organisational objectives

Question 2

4 P’s of marketing

Answer 2

1-price
2-place
3-promotion
4-people

Question 3

which one of the p’s should vary less

Answer 3

price

Question 4

Value for money

Answer 4

price cuts mean losing margin and profit
— the customer gets used to discounts and may gradually be educated to buy on price and be a brand-switcher
— the regular use of the price instrument is incompatible with building a strong position and a strong brand based on product characteristics or benefits.
— good marketing can be defined as avoiding the price tool as much as possible and focusing on increases value. It should be value for money..

Question 5

Promotion Mix Instruments

Answer 5

-advertising
-brand activation
- direct marketing ( Touchpoints and communication initiatives)
-sponsorship (Touchpoints and communication initiatives)
-PR ( Touchpoints and communication initiatives)
-exhibitions and trade fairs (Touchpoints and communication initiatives)
- online communication

Question 6

-advertising

Answer 6

mass communications* using mass media (such as TV, radio, newspapers, magazines, billboards, banners on websites, pre-roll ads in online videos, etc.), the content of which is determined and paid for by a clearly identified sender (the company). paid communication: pay in order to show your content.

Question 7

• Brand activation

Answer 7

integration of all available communication means in a creative platform in order to activate consumers by stimulating interest, initiating trial and eventually securing consumer loyalty. It is a tool used to build brands through interaction with target audiences as it helps increase frequency, consumption and penetration of the brand. It is a marketing process of bringing a brand to life through creating brand experience. Involve more and more in customer and make value and interact with them. We talk about brand experience, should be positive. How the brand can be alive?

Examples:
* Sales promotions, as a part of brand activation, are sales -stimulating campaigns, such as price cuts, coupons, loyalty programmes, competitions, free samples, etc. catch the attention of the shopper, interact with the brand, make the brand important to customers through the concept of sales.

• Point -of -purchase communications / in store events are communications at the point of purchase or point of sales (i.e. the shop). It includes several communications tools such as displays, advertising within the shop, merchandising, article presentations, store layout, etc

Question 8

Direct marketing

Answer 8

personal and direct way to communicate with customers and potential clients or prospects. Personalised brochures and leaflets (with feedback potential), direct (e-)mailings, telemarketing actions and direct response advertising are possible ways of using direct marketing communications

Question 9

Sponsorship

Answer 9

sponsor provides funds, goods, services and/or know-how to the sponsored . The sponsored organisation will help the sponsor with communications objectives such as building brand awareness or reinforcing brand or corporate image.

Sports, arts, media, education, science and social projects and institutions, and TV programmes, can be sponsored. !Events! are often linked to sponsorship.

Question 10

PR

Answer 10

consist of all the communications a company instigates with its audiences or stakeholders. (any effort a company initiates to communicate with its key groups of interest (stakeholders).

This generate publicity is “uncontrolled” mass communications in mass media and social media, but it is not paid for by a company and the content is written by journalists, experts, influencers.

Question 11

Exhibitions and trade fairs

Answer 11

particularly in business-to-business and industrial markets, of great importance for contacting prospects, users and purchasers.
B2B.

Question 12

Online communications

Answer 12

represent new ways to communicate interactively with customers and stakeholders via the Internet and mobile devices. They could be part of all the marketing communications, so it is transversal to all the promotional mix

Question 13

Integrated Marketing Communication Definition

Answer 13

process of developing and implementing various forms of persuasive communication programs with customers and prospects over time.

about coordinating multiple and diverse tools targeted at multiple and diverse audiences.

Question 14

IMC Goal

Answer 14

influence or directly affect the behaviour of the selected audience. IMC considers all sources of brand or company contacts which a customer or prospect has with the product or the service as potential delivery channels for future messages.

IMC focus upon building a long-term relationship with target groups by means of consistent interactive communications, rather than aggressively persuading the consumer to buy a company’s products

Question 15

IMC combines a promotional mix to

Answer 15

provide clarity, consistency and maximum communication impact.

Question 16

Principles in implementing IMC

Answer 16

1- Consistency : all marketing instruments have to work in the same direction, and not conflict with each other.
2- Synergy : is the task of the communicator to facilitate this integration at the consumer level by presenting the messages in an integrated way

-> involves presenting all marketing messages in a coordinated and integrated manner so that they reinforce each other.

Question 17

OMNICHANNEL approach for IMC

Answer 17

Consumers look for answers and information and they use more and more channels, both online and offline, to inquire, learn, compare, choose, purchase and move from one tool to the other smoothly.

All the online and offline channels have to be integrated together -> provide the user with a complete experience that can bring them to the conversion stage.

Question 18

IMC Advantages

Answer 18

— The sales team have an easier job if their product or company is well known as a result of sponsorship or advertising.
— In-store or point-of-purchase communications that are consistent with advertising are much more effective.
— A promotional campaign that is supported by advertising is generally more successful.
— Direct mailing is more effective when preceded by an awareness-increasing advertising campaign and supported by a sales promotion campaign.
— Public relations, corporate advertising and sponsorship can have synergetic effects on company image building.
— Websites will be more frequently visited when announced in mass media advertising.
— Social media campaigns will be more effective when accompanied by offline advertising or brand activation campaigns.
— Advertising for a trade show will be more effective if an incentive to visit the stand is offered. the effect would be higher with integrated marketing communication

Question 19

IMC doesn’t happen automatically

Answer 19

• All the elements of the communications mix must be carefully planned in such a way that they form a consistent and coherent integrated communications plan.
• need of a strategic integration of the various departments that are responsible for parts of the communications function

Question 20

The Customer Decision Journey

Answer 20

Awareness
Interest
Desire
Action
Advocacy

Question 21

Awareness

Answer 21

When a consumer knows a brand, they have already heard of it. The ultimate goal of a brand is to get to the top of brand awareness

Without awareness, the consumer does not take into account the purchase.

Useful communication tools: display advertising, websites, social media like Facebook, LinkedIn and YouTube, fliers, billboards, radio ads..

Question 22

Interest

Answer 22

wider phrase of consideration

A consumer has to be interested in and curious about the brand. Interest belongs to the wider phase of consideration.

the number of brands the consumer takes into account is high

-Interest can be achieved thanks to creative communication campaigns, Interesting posts on social media, or ad hoc landing pages (or USP), Highly emotional brand messaging activities

Question 23

Desire

Answer 23

second step of the consideration phase

new media make it easier to buy the offers in the market through reviewers, peers, retailers, influencers, specialists, marketers and competitors, seminar and conferences.

Marketers -> comparative analysis, comparisons of economic value, collecting feedbacks, reviews, ratings and guide costumers towards channels that can make it easier for them to choose (skyscanner, tripadvisor, trivago).

Some of the channels that are more suited that other in this phase are: community forums, blogs and review rating sites.

• After the evaluation of different brandss-> develop preferred choice on some brands that represent the ultimate choice set.
• The number of brands that have been evaluated is smaller than the ones during the awareness phase or the ealrly consideration phase.

Question 24

Action

Answer 24

• Consumers purchase the product they want and prefer, generates brand income

website will have to be easy to navigate for the consumer to find the products they are looking for at the right price and at the right time.
Consumers are susceptible band can leave the purchase process (e.g. they don’t like the design of the website, the page takes too much time to load , they can’t find the version of the product they are looking for , they don’t get the expected discount or the payment seems complicated , a negative review )

Channels you want to monitor : search engines, websites, blogs, social networks, mobiles, applications, forums, point of sale, broucher, wobbler at the shelves, promotional areas

Notes:
- Try to create the perfect moment to provide all the tools for customers to purchase Eg. Ur friends b-day u want to get flowers. You google it with the key words

• You have to do key word advertising- “deliver flower” so that u make ur brand immediately available.
• The moment of shopping process, purchasing moment. The customer is already decided, you have to offer

Question 25

Advocacy- brand loyalty

Answer 25

• last step that affects in a major way the other consumers and constitutes brand loyalty.
  -Consumers feel satisfied or unsatisfied in the post-purchase -> they share their experience through social media or word of mouth, events
• If consumers are highly satisfied
  Develop a strong connection with the brand
  Buy repeatedly or in large amounts the product of the company
  Significantly reduce the purchase decision process

Question 26

Which media is the most versatile in the different stages of the purchase process?

Answer 26

Social media – u can also purchase in social media (integrated market places in social media)

Question 27

Marketing Communication Structure

Answer 27

-paid media
-owned media
-earned media

contents
digital strategy

Question 28

paid media

Answer 28

are assets of other’s people properties that are paid by the company to convey their promotional messages

• The company checks the content, but paid media have their intrinsic content and technical requirements that advertisers (company) have to accept (companies have less control).

offline paid media-magazines,newspapers, television, radio, out of home (OOH), cinema, in-store promotion, and so on.

Question 29

owned media

Answer 29

convey the company messages to the internet users on channels/assets of their property. This means a high control of both the content and the delivery system of the message.

include all the web properties of the company:
Official website of the company
Company microsites
Pages of the company on social media: Facebook, Linkedin, Youtube, Twitter…
Apps for smartphone
Company blog
Original content of the company: videos, images, infographic and posts

Offline owned media include company brochures, catalogues, signs/logos, branded products
(pencils with the brand on) and similar.

Question 30

owned media

Answer 30

WEBSITE & SEARCH ENGINE OPTIMIZATION
SOCIAL MEDIA

Question 31

OWNED MEDIA- WEBSITE & SEARCH ENGINE OPTIMIZATION

Answer 31

The website must be prepared in order to achieve a positive UX and ease in finding content and information within it. The website also needs to be easily accessible and findable within search engines.

SEO - optimization of the websites (and the more generic digital assets) in order to improve the ranking within the organic results of the search engines and therefore boost the organic traffic.

Question 32

OWNED MEDIA- SOCIAL MEDIA

Answer 32

The usage of different social media allows the users and the companies to:
* Publish
* Share
* Network
* Communicate
These tools are marked by their participatory component that is changing the way in which companies communicate with their users.

->Companies no longer just “talk at” users; they have conversations with them

Question 33

earned media

Answer 33

Earned media is achieved when the “conversations” of individuals are the channel. such as customers, social media users, bloggers, or journalists
not doing advertisement, doing publicity
message regarding the company is generated by the social media authors that share their opinions, their experiences, their insights and perceptions regarding the company (USG)

-organic and unpaid:
 It means free publicity (not to be confused with advertising).
 It is produced through recommendations and word of mouth. It relies on the engagement on social media through likes, shares, comments, replies, retweets, “favorites”, etc.
 Earned media grows within users and appears more believable for the consumers.
 This element has the power of increasing the reach of a company campaign by encouraging (or disfavoring) the company and its image.
 Earned media only increases when users appreciate your content or feel engaged.

Question 34

-Earned media is mainly activated by the company through:

Answer 34

• Social Media Influencers
• Traditional “journalists” -> press release submission: it is a type of document that includes the “what, when, where, who, and why” regarding something newsworthy that the company sends to the journalists looking forward a possible publishing on paper or on online websites (e.g. the launch of a new product)

Question 35

Offline earned media includes

Answer 35

The classic word of mouth.
The direct narration of stories and experiences of the company and brand in the traditional media.

• Companies have less control on this kind of media.
• However, companies can intervene to answer to consumer conversations and can try to guide the consumers through messages of positive brands.

Question 36

POEM Top Quality Ratio

Answer 36

The combination of ‘owned, earned and paid media’ represents one of the best practices in digital marketing.

-Allocating 50% of the budget in digital communication creating content for owned (digital assets) and earned channel (engagement)  ORGANIC (more believable, more quality in traffic, slower results)
- Allocating the remaining 50% in paid ads  PAID (more reach, more impression, short-terms results, less engagement)

Question 37

Standardization or adaptation

Answer 37

A standardised campaign can be defined as a campaign that is run in different countries, using the same concept, setting, theme, appeal and message, with the possible exception of translations.

A local approach (localisation or adaptation) implies that elements of the communications strategy are adapted to local circumstances.v

Question 38

Glocal

Answer 38

think global, act local : Create an approach that is global but can do little adaptation depending on country

Question 39

Corporate personality

Answer 39

refers to the values held by personnel within the organisation. It is defined as the collective, commonly shared understanding of the organisation’s distinctive values and characteristics.

Question 40

Corporate identity

Answer 40

Set of meaning DECIDED by the company; has a specific outcome. You can elaborate your product.

set of meanings and the way the company chooses to present itself to its relevant target audiences by means of symbolism, communications and behaviour. It is the tangible manifestation, the visual statement, of the personality (shared values) or corporate culture of an organisation..

relates to the products and brands a company offers, how they are distributed, how the company communicates with the public or stakeholders, and how the company behaves.

Question 41

Corporate identity is NOT EQUAL Corporate image

The corporate image:

Answer 41

stakeholder’s perception of the way an organisation presents itself. It is the result of the interaction of all experiences, beliefs, feelings, knowledge and impressions of each stakeholder about an organisation. It is a subjective and multidimensional impression of the organisation.

Question 42

Corporate reputation

Answer 42

evaluation or esteem in which an organisation’s image is held. It is based on experience with the company and/or exposure to communications, behaviour and symbolism.

Images may change, but the corporate reputation is not easily altered in the short run.
created by consumers perspective, long terms perspective.

Question 43

Why is corporate image important?

Answer 43

1. Authority- strong image establishes the company as a leader ; build trust, incredibility, competitive adv
2. Emotional surplus: positive corporate image creates emotional connections with customers, resulting in added value or “emotional surplus.”
3. Difficulties to judge -> it helps to choose: In situations where products or services are difficult to evaluate, a strong corporate image serves as a decision-making shortcut.
4. Stakeholders interests (i.e. employer branding): Corporate image influences how stakeholders—such as employees, investors, and partners—perceive the company.
5. Easy to create customer loyalty/new customers: A positive corporate image simplifies the process of building customer loyalty and attracting new customers.