Integrated Marketing

Communication
So many Messages..
So many Sources.
TV
Newspaper
Shop displays
Exhibitions
Hoardings
Magazines
Packaging
FM
Brochures
Articles
Banners
Internet
Friends
Lux
Pepsi
Lee
Arrow
Parle G
LG
Tata
ICICI
Ariel
Maruti
IMC
Advertising
Sales Promotion
Direct Marketing
Personal Selling
PR

The Big Picture Approach-
How all of a firms marketing activities, not
just promotion communicate with its
customers
Changing Rules of Marketing
Communications
What are the trends today?

-media trends
-consumer behaviour
-technology advancements
The Scenario today
Focus shifting from verbal to visual
Media fragmentation
Growth in value of perception vs facts
Shifting of marketing dollars from media advertising
to other forms of promotion-splly trade/consumer
promotions
Rapid growth and development of database marketing
Changes in media buying practices
Why IMC ?
Why IMC ?
Consumers perceptions of a co/product are a synthesis of
the bundle of messages they receive or contacts they have

Consistent, unified image

Avoid duplication /contradiction

Synergy across communication tools

More effective/efficient marketing communication
programs

Enables marketers to respond better to changes in
demographics, lifestyles, media use, buying & shopping
patterns
In considering how best to communicate
with any audience you should make sure
you understand each individual, the
environment, the information processing
process and all the media choices at his/her
disposal.
Working of the Communication
System
Marketing Communication Messages seek
to place bits of information in the prospects
mind that hopefully will influence future
purchase decisions.


Working of the Communication System

Interpersonal Model of Communication

Sender Message Receiver
Noise
Feedback
Field of experience
Field of experience
Understanding Information
Processing
Perception- how we select,process and store
information in memory

Access, addition to and use of information
previously stored
Aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it
deosn't mttaer inwaht oredr the ltteers in a wrod are, the
olny iprmoetnt tihng is that the frist and lsat ltteer be at the
rghit pclae. The rset can be a total mses and you can sitll
raed it wouthit porbelm.Tihs is bcuseae the huamn mnid
deos not raed ervey lteter by istlef,but the wrod as a wlohe.

Tihs is aslo the tset of speed raeidng.

Amzanig huh?
The Perception Process
If the message from a marketer is to be
selected and processed it must
Consist of sights, sounds and experiences that can be
easily transformed into concepts & categorised in the
mind

Be clearly identifiable and categorizable

Fit into categories that people have already created
Marketers need to know..
Where & how the brand is located & stored
in a customers/prospects mind ?

What are the concepts attached to the
marketers category ?
Storage Mechanism Hierarchy
Concepts are made up of chunks of info networked together

Human mind is a network of concepts & categories

3 levels of storage
Superordinate
Basic
Sub-ordinate

BEVERAGE HIERARCY ILLUSTRATION
BEVERAGE
Liquid
Thirst quenching
Good
with food
SOFT DRINK
Carbonated Cola
Cold
Preservatives
Slightly sweet
SOFT DRINK
Fruit
Nutritious
Slightly sweet All Natural
Cold
All natural soft
drink only
Unusual
Healthy
Diet Cola
Artificial
sweetener
Diet
Orange Juice
Orange
Breakfast
High Preservative
Fruit Juice
Unhealthy
Artificial
taste
Stores
well
Superordinate


Subordinate
Basic
Impact of Marketing
Communication
Memory
Replacement Model Accumulation Model
Existing
Concepts
Idea
Concept
Message
Relationship
Cro
cin
ad
90% Awareness
70% Knowledge/comprehension
40% Liking
25% Preference
20% Trial
5%
Repurchase/
regular use
Communication Effects Pyramid
Key Learnings
Key Learnings
Consumers continuously exposed to different
messages from different sources in different forms

Key promotional tools of reaching out to
consumers- Advertising, Direct Marketing, Sales
Promotion, Personal Selling, PR

Why is it important to have an integrated marketing
communications approach?

How does information processing take place?
Key Learnings
Implications of the information processing process
for the marketer-
important to have 2 way communication
important to understand consumers filed of experience
and his/her concept/category networks
important to be consistent in communication

Sales Objectives

Vs

Communication Objectives
Setting Objectives
DAGMAR
AN APPROACH TO SETTING OBJECTIVES

Colleys rationale for communication based
objectives

Advertisings job, purely and simply is to communicate
to a defined audience, information and a frame of mind
that stimulates action.

Advertising succeeds or fails depending on how well it
communicates the desired information and attitudes to
the right people at the right time and the right cost.

Communication tasks are based on a hierarchical
communications process (Awareness, Comprehension,
Conviction & Action)

DAGMAR
AN APPROACH TO SETTING OBJECTIVES

Advertising objectives should be stated in terms of

concrete and measurable communication tasks

specific target audience

a benchmark starting point

the degree of change sought

time period for accomplishing the objective (s)
Conviction
Preference
Liking
Knowledge
Awareness
Effect of Communication on Consumer Movement from
Awareness to Action
Announcements
Descriptive copy
Classified ads
Slogans, Jingles

Teaser Campaigns





Cognitive
The realm of thoughts.
Ads provide information and facts
Competitive ads
Augmentive copy
Image copy
Status.glamour appeals


Affective
The realm of emotions.Ads
change attitudes or feelings
Point of purchase
Retail store ads
Deals
Last chance offers
Price appeals
Testimonials

Purchase


Conative
The realm of motives.
Ads stimulate or direct desires
Example of types of promotion
or advertising relevant to
various steps
Movement towards purchase Related Behavioral
Dimensions
CRITICISMS OF DAGMAR
Problems with the response hierarchy

Sales objectives

Practicality and costs

Inhibition of creativity


pfizer
PFIZER
Alpenleibe lollipop
Pantene
ujjala
Setting Objectives for the IMC
Strategy
THE TARGET BUYING
INCENTIVE
What people think about a product category

Why they think that way

What problems they have with the category (or
brand/s)

What would it take for a product to overcome
those problems and thus make a sale.

THE TARGET BUYING INCENTIVE
Source of Consumer Information-
behavioral data
primary research
hypothesis based on personal interviews
observations or experience

The investigation of the consumer should result in a one
sentence TBI summary -
Clearly stating what incentive or product benefit will
get this particular consumer segment to consider
switching from the brand he or she is currently using

After a TBI sheet is made up for each discrete consumer
segment ,a decision must be made on which group or
groups would be most profitable to pursue.
THE COMPETITIVE CONSUMER
BENEFIT
What is the one key benefit that can motivate the customer
to buy your product rather than a competitors ?

The TBI segment has given us their buying incentive : I
would buy another brand of aspirin if it gave me more
confidence that it was working better than the brand I am
currently using.

This statement of benefit-or promise is what consumers
have told you they want from a brand.The statement is
directional. It is no way intended to be the words in a
communication message.

There is an important distinction between a benefit and
a feature.
The product feature is what the product is/ has.
The product benefit is what the product does for the
consumer.

How good I am is boring.The consumer does not care
whats in your product.
Its whats in it for me that counts.

THE COMPETITIVE CONSUMER BENEFIT
I.The Consumer
A Target Buying Incentive
Product Category -------------------------
Group Number -----------------------------

1.How does this group perceive the products in the category ?
2.What do they buy now? How do they buy and use the products?
3.Lifestyles, psychographics, attitude towards category

Key group insight
What does the group want from the product category that they are not now
getting ?

Target buying Incentive :I will buy a product that------------------ than any
other product in the category.

B.Recommend Target Buying Incentive for the group.Why ?
THE TARGET BUYING INCENTIVE
II. Does the product fit the group ?

A. The reality of the product
1.Whats in it ?
2.Why is it different ?

B. How does the consumer perceive the product ?
1. How does it look,feel,taste etc ?

C. How does the consumer perceive the company behind the product?

D. The naked truth

E. Does the product fit the group? Recommendation
THE TARGET BUYING INCENTIVE
III How will the competition affect our objectives ?

A What is the network,the competitive frame ?Why?

B What do competitors now communicate to the customer ?

C How are competitors perceived by the customer ?

D How will competition retaliate against your program ?

E How vulnerable is competition ? From whom will we take business?



THE TARGET BUYING INCENTIVE
IV.What is the competitive consumer benefit ?

A. Must be a benefit -solve a consumer problem, better the consumers way of
life

B. Must be one benefit

C. Must be competitive-better than the competitive frame

D. Must not be a slogan or ad phrase

E. Must be one sentence only.


THE TARGET BUYING INCENTIVE
V.How will marketing communications make the
benefit believable to the customer ?

A. Product reason why

B. Perceptual support

C. Communication support

THE TARGET BUYING INCENTIVE
VI What should be the personality of the brand?

A. What unique personality will help further determine the product and
discretely differentiate it from the competitive frame?

VII A What main point do you want the consumer to take away from
the communication?

B What action do you want the consumer to take as a result of the
communication ?
Try product?
Send for more information
Use product more often?
Other?

THE TARGET BUYING INCENTIVE
VIII Perceptual Effect

A If communication is successful ,(month/years)from now the consumer
will perceive the product as ---------------------compared to the competition.

IX Consumer Contact Points

A To most effectively reach the consumer with a believable, persuasive
message ,the following consumer contact points should be considered?
Why?

X Future Research

A List types of research needed in the future to further develop the
communications strategy.Why?

THE TARGET BUYING INCENTIVE