Moriarty App10 Inppt 18

Chapter 18:
The Principles and Practice

of IMC
Part 5
Principle: IMC and Total Communication
Copyright 2015 Pearson Education, Inc. publishing as Prentice

Hall
18-1
Questions to Explore
1.
What are the eight key IMC concepts, and why are
they important?
2.
How would you outline the key parts of an IMC

campaign plan?
3.
Which strategic decisions underlie effective

international marketing communication?
4.
What do we mean by 360 communication programs?
Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall
18-2
Key IMC Concepts
18-3
Stakeholders and
Brand Relationships
A customer focus is critical in most IMC strategies.
Although we say customer, we are really

referring to all the stakeholders who impact on that
customer relationship.
Relationship marketing shifts the focus from the

objective of a one-time purchase to the
maintenance of long-term involvement from and
by all of the firms critical stakeholders.
18-4
Stakeholders and
Brand Relationships
Interactive communication is the glue that joins

brands and their stakeholders in respectful longterm relationships.
Relevant messages delivered through media that

drive positive experiences create value for
consumers.
Brand relationships drive brand value.
18-5
Stakeholders and
Brand Relationships
Permission marketing invites consumers to sign

up for messages, self-selecting themselves into a
brands target market.
This mirrors the shift from one-way to two-way

communication.
Brands are becoming more involved in social

communication, where online technology permits
specialized contacts.
18-6
Total Communication
In 360 communication planning, many message

delivery points impact how a company does business.
A total communication program monitors all these

sources of brand messages.
Receiving messages is as important as sending them.
Everything a brand does, but also what it doesnt do,

can send a message. You cant NOT communicate.
18-7
Moving from channels

to contact points
The concept of contact points has redefined our

understanding of media as a message delivery
system.
Contact points are the various ways a consumer

comes in contact with a brand.
This moves from traditional advertising and

marketing communication media to experiential
contacts.
18-8
Moving from channels

to contact points
IMC planning is designed to maximize and leverage

the good contact points and minimize the bad ones.
Brand touch points are contact points that touch

our emotions.
The idea is to connect with consumers in ways that

create higher levels of emotional engagement that
lead to brand liking and lasting bonds with a brand.
18-9
Message synergy
Brand communication is about the impact of various

impressions and brand meanings that evolve as the
messages interact and reinforce one another.
The principle of synergy proposes that 2 + 2 = 5.
Messages that reinforce one another have a

multiplier effect that not only cements a brand
impression, but also polishes and magnifies it.
18-10
Message synergy
Synergy happens when all the messages work

together to create a coherent brand perception.
Brand stewards and IMC planners insist that

strategic consistency be at the core of the brand,
and be clear in every message.
Strategic consistency drives synergy.
18-11
A brand is an
integrated perception
Message synergy is the basis for seeing a brand as

an integrated perception.
People automatically integrate brand messages and

experiencesits a natural process in perception.
Synergy happens when all the messages work

together to create a coherent brand perception.
18-12
Unified brand vision
There is an art and a science to IMC management.
A successful brand is the product of both:

Science a complex system of activities.
Art a vision of the essence of the brand in which
all the pieces and parts fit together perfectly in a
coherent brand perception.
18-13
Internal integration
You cant be integrated externally if you are not

integrated internally.
A core brand strategya shared visiondrives the

entire organization.
Cross-functional management across

department lines delivers unity of vision, the
foundation for the consumers integrated brand
perception.
18-14
Brand integrity
An integrated brand is one that has brand

integrity.
It is more believable because what it says and does

matches what others say about it.
Being a good corporate citizen adds trust to brand

relationships and embellishes a brands reputation.
Integration leads to brand integrity.
18-15
IMC Campaign Planning
1816
IMC campaign planning
A key objective is to create consistency among all

the marcom tools and platforms.
Spherical branding means that no matter what

your angle of vision, the brand always looks the
same.
We call this 360 planning. Both refer to looking at

a brand from all directions and points of view.
18-17
What is a campaign plan?
An IMC campaign is a complex set of interlocking,

coordinated activities with a beginning and end.
An IMC campaign plan:

outlines objectives and strategies for different but related
marketing communications efforts
that appear in different media, use different marketing
communication tools
and convey different but complementary brand-consistent
messages.
18-18
What is a campaign plan?

A typical plan includes:
I.
II.
III.
IV.
V.
VI.
Situation analysis
Key strategic campaign decisions
Marcom mix
Message strategy
IMC media and contact points
Management and campaign controls
Lets take a look at each of these
18-19
Situation analysis
After research is compiled, planners try to make sense of

the findings using a situation analysis.
SWOT Analysis: The primary tool used to make sense of

the information gathered and identify a key problem
related to a brand or product.
Strengths and weaknesses are internally focused, and

opportunities and threats lie in the marketing
environment.
The idea is to leverage the strengths and opportunities

and address the weaknesses and threats.
18-20
Situation analysis
Key communication problem(s)
Planners analyze the market situation for
communication problems that affect the successful
marketing of a product, as well as opportunities.
IMC can solve only message-related problems such

as image, attitude, perception, and knowledge or
information.
A campaign works if it creates the desired brand

impression, influences people to respond, and
separates the brand from its competition.
18-21
Campaign strategy
A strategy can focus on branding, positioning,

competition, or creating category dominance.
The strategy may be designed to change

consumers perception of brand price or price
value relationship.
The strategy may also seek to increase the size of

the market or share of wallet.
18-22
The message strategy for the launch of Coke Zero used selfdeprecating humor with a Big Idea that the Coca-Cola legal
department wanted to sue Coke Zero for taste infringement.
18-23
Campaign strategy
Objectives
Every campaign must be guided by specific, clear,
and measurable objectives.
One cannot overstate the importance of writing

focused and measurable objectives.
With a benchmark, the planner uses a

comparable effort, such as a similar product or
prior brand campaign, to predict a logical goal.
18-24
Campaign strategy
Targeting and engaging stakeholders
A stakeholder is to any group of people who have
a stake in the success of a company or brand.
Employees are particularly important, and their

support or buy-in for marketing communication
programs is managed through internal
marketing.
Overlapping membership complicates message

strategy and demands that there be a certain core
level of consistency in all brand messages.
18-25
Campaign strategy
Brand strategy
Message consistency needs a heart, core, soul, or
DNAa central concept around which various
messages can be unified.
This is brand essence; it describes what makes

the brand different and distinctive from all other
brands in its product category.
Effective IMC plans lead to profitable long-term

brand relationships.
18-26
IBM used this World

Peace ad to demonstrate
its commitment to world
trade and the international
marketing of its products in
this ad campaign that ran
on the eve of World War II.
18-27
The IMC mix
The decision about which marcom tools to use is

based on an analysis of their strengths and
weaknesses and how they can meet objectives.
Certain tools are better at delivering specific

objectives.
18-28
The IMC mix

The main areas:
1.
2.
3.
4.
5.
Advertising
Public relations
Consumer sales
promotion
Trade sales
promotion
Point of purchase
6.
7.
8.
9.
10.
11.
Direct marketing
Sponsorship and events
Packaging
Specialties
Guerilla marketing
Customer service
As you look over the list, think about whats required to

launch a new product. Which tools would you select as the
most appropriate?
18-29
Message strategy
Message strategies are matched to stakeholders

based on insights into what moves them.
Message strategy decisions support the overall

campaign objectives and direction.
Strategic consistency comes from the creative

theme and the consistent presentation of the brand
position and personality.
18-30
An online mini-film commercial for American Express

featuring Jerry Seinfeld was designed to entertain and
create brand liking. It also generated buzz, which extended
its impact through the power of word of mouth.
18-31
IMC media and contact

points
When most people think about media, they

think about traditional mass media and
advertising.
Media planning in an IMC context does more

than just deliver targeted messages.
Media also involve, engage, and connect

consumers to the brand and to one another.
18-32

points
Multichannel and Multiplatform
Media planning involves all different types of

traditional media, a practice identified as
multichannel or multimedia.
IMC planners think about message delivery

systems, and that includes all of the media used in
all the various marketing communication functions.
18-33

points
Contact point management
Another distinctive feature of IMC media plans is its

emphasis on every important contact point.
These can include a variety of experiential media,

as well as conventional media.
As a class:
Review the case study on the Tokyo-based Dentsu,
and how its ContactPoint Management works.
18-34

points
Cross-media integration
Media selection also considers message needs.

Here, media planning and message planning
intersect.
The challenge is to create cross-media

integration, which means the various media work
together to create coherent brand communication.
18-35
Management and
campaign controls
In order to manage an IMC a campaign or program,

a manager must keep up with a complex set of
tasks.
All campaigns are designed to operate within

parameters including budgets, schedules, and
evaluation.
These controls keep the activities on track, on

budget, and on strategy.
18-36
Management and
campaign controls
Budgeting and scheduling
Budgeting depends on the organization, the area it
serves, time frame, targeted stakeholders, and
media.
The budget determines:

how many stakeholders can be targeted.
how many media and platforms the campaign can support.
the length of time the campaign can run.
18-37
Management and
campaign controls
1.
Historical method: Historical information is the

source for this common budgeting method.
2.
Objective-task method looks at the objectives for

each activity and determines the cost of
accomplishing each objective.
3.
Percentage-of-sales method compares the total

sales with the total budget during the previous year
or the average of several years.
18-38
Management and
campaign controls
4.
Competitive budgets uses competitors budgets

as benchmarks and relates the amount invested in
advertising to the products share of market.
5.
All you can afford: When a company allocates

whatever is left over to marketing communication,
it is using this method.
This is really not a method, but rather a philosophy
about advertising.
18-39
Management and
campaign controls
Evaluation
Advertising and other marketing communication
agencies are creating tools and techniques to help
marketers evaluate their efficiency and
effectiveness.
The issue of accountability is made more

complicated by the growing use of global marketing.
18-40
International
IMC Campaigns
18-41
International IMC
campaigns
Agencies involved with international campaigns

need an international organizational structure.
Organization depends on whether the client

company is following a standardization or
localization strategy.
Some agencies exercise tight control, while others

allow more local autonomy.
18-42
Charmin continues to emphasize softness in its international

marketing. This cuddly bear was used in a campaign Mexico.
Note that it is largely a nonverbal execution, which is easier to
use for global campaigns than those with a lot of words.
18-43
International IMC
campaigns
Strategic Decisions
The problem of managing
brand consistency limits
most objectives to
awareness and recall.
However, more specific
objectives may be needed
in individual markets.
18-44
International IMC
campaigns
Setting the Budget
All the budgeting techniques apply in foreign
markets.
With one plan for multiple markets, many

companies use objective-task budgeting, which
entails a separate budget for each foreign
market.
18-45
International IMC
campaigns
Central Control versus Local Adaptation
Some marketers develop centralized global

campaigns; others develop local campaigns in
every major market.
International brand communication campaigns

have two basic starting points:
1. Success in one country
2. A centrally conceived strategy
18-46
International IMC
campaigns
Local initiative: A successful campaign,

conceived for national application, is modified for
use in other countries.
Centrally conceived campaigns: A work team

assembles from around the world to present,
debate, and agree on a basic strategy as the
foundation for the campaign.
18-47
International IMC
campaigns
Variations on central campaigns: Variations

on the centrally conceived campaign. The lead
agency develops the campaign elements and
prepares a standards manual for use in other
countries.
Bottom-up creativity: Sometimes a

competition may be used to find the best new
idea.
18-48
International IMC
campaigns
Executing an international campaign
Usually more complex than a national campaign.
The creative may need to be reshot with local

models and settings as well as language
translation.
Language is always a problem for a campaign

that is dependent on words rather than visuals.
18-49
International IMC
campaigns
The IMC factor in international campaigns
To create a coherent brand impression on a global

level requires horizontal and vertical coordination.
Vertical coordination relates to key planning

decisions, such as targeting, positioning,
objectives, strategies, and tactics.
Horizontal coordination involves all countries and

regions working on the plan.
18-50
Managing 360
Communication Programs
1851
Managing 360
Communication Programs
An ongoing, multichannel, multiplatform,

multistakeholder approach to IMC is possible only
with an organizational commitment to integrated
communication programs.
360-degree communication is driven by a

unifying brand vision that surrounds all brand
interactions with all stakeholdersa vision that
must be shared by everyone involved with the
brand.
18-52
Cause and mission

marketing
Concern for social issues is increasingly important

for for-profit companies because they want to be
seen as socially responsible.
Being a good citizen in actions as well as words is

important in building and maintaining a positive
brand reputation.
Adopting a good cause and helping in its fundraising and other community-oriented efforts is
called cause marketing.
18-53
A website powered by good intentions of the Process for

Progress site, which explains how the credit card processing
company donates 15 percent of its profits to a good cause.
18-54
Cause and mission

marketing
If a commitment reflects a companys core

business strategy, it is called mission
marketing.
Mission marketing links a companys mission and

core values to a cause that connects with its
customers interests.
Mission marketing also contributes to synergy

through brand integrity.
18-55
Cause and mission

marketing
The Integration Triangle identifies three key
aspects of brand communication that must work
together to create integration as well as integrity:
1.
2.
3.
What the company or brand says about itself;

How the company or brand performs;
What other people say about it.
18-56
The problem of departmental silos with each

marcom function going its own way is a barrier to
integrated planning.
The solution is cross-functional management

with a team of functional area representatives
who coordinate their activities.
Another concern is coordinating all the agencies

involved in creating the various brand messages.
18-57
A cross-functional brand-focused team involves

members from relevant departments that interact
with customers, stakeholders, and outside
agencies.
The team operates with a singular brand vision as it

plans marketing communication, monitors its
impact, and tracks consumer response.
18-58
Where Were Headed Next

In Chapter 19, we will wrap up our marketing
communication journey with a discussion of
evaluation.
This is the last and most important step in
proving the effectiveness of IMC programs and
campaigns.
18-59
Its a Wrap
Chipotle Cultivates a Better World
Chipotles annual report summarizes its marketing
philosophy and a valuable lesson for students of
advertising and IMC:
Our marketing has always been based on the
belief that the best and most recognizable brands
arent built through advertising and promotional
campaigns alone, but rather through all the ways
people experience the brand.
18-60
Its a Wrap
Chipotle Cultivates a Better World
Chipotle is cultivating an identity that is relevant
to the audience, the brand, and the company.
The company has moved away from advertising

focused primarily on outdoor and radio.
These days, Chipotle engages consumers in new

ways, as demonstrated in this campaign.
18-61

Moriarty App10 Inppt 18

Hochgeladen von

Dokumentinformationen

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

Moriarty App10 Inppt 18

Hochgeladen von

Copyright:

Verfügbare Formate

Chapter 18:

The Principles and Practice

Copyright 2015 Pearson Education, Inc. publishing as Prentice

How would you outline the key parts of an IMC

Which strategic decisions underlie effective

What do we mean by 360 communication programs?

Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall

Key IMC Concepts

Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall

A customer focus is critical in most IMC strategies.

Although we say customer, we are really

Relationship marketing shifts the focus from the

Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall

Interactive communication is the glue that joins

Relevant messages delivered through media that

Brand relationships drive brand value.

Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall

Permission marketing invites consumers to sign

This mirrors the shift from one-way to two-way

Brands are becoming more involved in social

Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall

In 360 communication planning, many message

A total communication program monitors all these

Receiving messages is as important as sending them.

Everything a brand does, but also what it doesnt do,

Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall

Moving from channels

The concept of contact points has redefined our

Contact points are the various ways a consumer

This moves from traditional advertising and

Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall

Moving from channels

IMC planning is designed to maximize and leverage

Brand touch points are contact points that touch

The idea is to connect with consumers in ways that

Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall

Brand communication is about the impact of various

The principle of synergy proposes that 2 + 2 = 5.

Messages that reinforce one another have a

Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall

Synergy happens when all the messages work

Brand stewards and IMC planners insist that

Strategic consistency drives synergy.

Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall

Message synergy is the basis for seeing a brand as

People automatically integrate brand messages and

Synergy happens when all the messages work

Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall

Unified brand vision

There is an art and a science to IMC management.

A successful brand is the product of both:

Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall

You cant be integrated externally if you are not

A core brand strategya shared visiondrives the

Cross-functional management across

Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall

An integrated brand is one that has brand

It is more believable because what it says and does

Being a good corporate citizen adds trust to brand

Integration leads to brand integrity.

Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall

IMC Campaign Planning

Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall

IMC campaign planning