Integrated Marketing Communications

MKT 846 Professor West

What is IMC?

According to Ogilvy & Mather

IMC is orchestration

Orchestral Analogy
An

orchestra consists of many instruments, each of which produces a different sound

Whereas, marketing communication involves multiple media with differing characteristics.

Orchestral Analogy
If

the sounds are not coordinated, the orchestra produces noise rather than music

Similarly, an ill-conceived communications plan can send inconsistent messages, detracting from the brand.

Orchestral Analogy

An orchestra performs according to a musical score and under the direction of a conductor
An

IMC plan should detail which marketing communications functions and what media will be used a which times and to what extent. The plan must be clearly communicated internally and overseen to make sure that everyone understands their role

What is the Purpose of IMC?

According to Duncan

The primary responsibility of IMC is to help the organization to:

Acquire, Retain, and Grow Customers!

Focus on Brand Building

Strong
From

brands add value

the firms perspective

Brand

equity can be leveraged through extensions, collaborations, licensing

From

the customers perspective

Brands

provide assurance, simplify our lives, reflect our personality

Brands

transform products goods as well as services into something larger than the product itself.

Transactions to Relationships
The

marketplace has changed:

Increased

Competition Distrustful Customers New technologies Recognition that its more profitable to retain than acquire customers
Managing

customer relationships drive brand

value
Communication

is the foundation of all relationships, including brand relationships

IMC Helps Build Profitable Customer Relationships

Focuses

on relationships instead of transactions Establishes more personal, two-way communication with customers Determines the best mix of marketing communication functions and media for a brand Helps ensure that a brand has one voice, one look Takes advantage of new media and new communication and information technologies Builds trust in a brand by creating an open, customer-focused culture

Building Relationships With Boots The Chemists

Case Study: Boots The Chemists

Largest

pharmacy chain in Britain

J. Walter Thompson launched a strategic relationship building IMC campaign

Elements

of the campaign

Consumer perceptions man in the white coat

Trusted authority Understanding, stimulating, personalized, fulfilling, enjoyable Increase profitability by increasing frequency of visits and amount spent per visit Enroll 8 million cardholders in 12 months Achieve an incremental sales increase of 3.2 percent

New positioning look good and feel good

Campaign Objectives

Case Study: Boots The Chemists

Elements

of the campaign (cont.)

Target Audience

83% of customers are women Focus on young women who could be motivated to treat themselves rather than deal-seekers Boots Rescue Resolution

Creative Strategy

Case Study: Boots The Chemists

Elements

of the campaign (cont.)

Message Delivery

In-store material & staff training followed by television Launch produced a database of 8 million BTC customers More than 3 percent sales increase in year 1, 8 percent in year 2 Cardholders average purchase was 8 percent high than noncardholders

Evaluation

Relationship Intensity
Stages

of Relationships

Awareness: brand is included in customers evoked set Identity: customers display the brand, indicating an emotional attachment to it Connected: customers communicate with the company in-between purchases Community: customers communicate with each other Advocacy: customers communicate with prospects, make referrals

Four Basic Components

A

sound IMC plan will be based on research and careful consideration of the situation and environment in which the effort will take place. The plan will include four basic components: Objectives What you want accomplished Strategies Ideas for accomplishing objectives Tactics Actions for executing the strategy Evaluation Measures for evaluating success

Marketing Plan Compa

Situation Analysis

Strategy Development

Marketing Mix

Compet itoqs Collab oqatoq

s
Cosum

eqs

Pqoduct Ideti Decisios fy Maqke Custom ts Maqke Pqicig eq: t Decisios Cosum Segme eq tatio Select Chael a Decisios Busie Promotion Taqget ss to trade Maqke Pqomotioal Develo t Reselleq Decisios p Positio Purchase ig

Promotion to final buyer

Target Market

Marketing Plan Compa

Situation Analysis

Strategy Development

Marketing Mix

Compet itoqs Collab oqatoq

s
Cosum

eqs

Pqoduct Ideti Decisios fy Maqke Advertising Custom ts Maqke Pqicig Direct Marketing eq: t Decisios Interactive Cosum Segme Marketing eq tatio Select Chael Sales Promotion a Decisios Busie Publicity and PR Promotion Taqget ss trade to Personal Selling Maqke Pqomotioal Develo t Internal Reselleq Decisios p Communication Positio Purchase ig

Promotion to final buyer

Target Market

Course Overview

Syllabus highlights
Materials:
Duncan,

Brands Purvis, Which Ad Pulled Best, 9th edition

Objectives:
To

IMC: Using Advertising & Promotions to Build

experience IMC planning by working together to develop a communications plan To sharpen your skills at evaluating existing marketing communication material

Course Overview

Syllabus highlights
Requirements

Your

performance will be assessed through a combination measuring including: Daily participation 10% Final (in-class) 30% Four Mini-Projects 20% Final Presentation & Paper 40%

Course Overview
Webpage (http://fisher.osu.edu/~west_284/mkt846w04)
Syllabus

Schedule

(daily slides) Project Information Resources

Project Details
Teams

will develop a marketing communications plan for a product or service of their choosing

Criteria for selecting a product/service:

The brand could improve its market position by changing its communications strategy. The brand is suited to TV advertising Access to members of the target market for research purposes

Use

of mini-projects to foster a systematic approach and provide feedback

Step 1: Situation Analysis Step 2: Target selection, positioning, communication objectives, creative development

Project Details
Use

of mini-projects to foster a systematic approach and provide feedback

Step 3: Sales & Trade Promotions Step 4: Direct Marketing

Additional

Elements

Budget, Evaluating Success

Various

team members should adopt differing perspectives to be sure that all stakeholders are considered

Team Selection
Each

class member selects one teammate

However, you may not end up on the same team

Write

your name and your intended teammates name on the form provided
You and your teammate should only submit one page

Ten

pairs of names will be drawn to form four person teams The remaining names
Will be separated and drawn one at a time If your name is picked you will have the opportunity to join any team with only four members

Next Time
Catch

up on reading
Chapters 1 - 4

Duncan

Set

up weekly meeting time with your team and get cracking on picking your product or service