Chapter 9 Imc

8/20/2019 Chapter 9 Imc

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CHAPTER 9

Integrated Marketing

Communications


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Old Spice’s Advertising Campaignttps!""###$%outu&e$com"#atc'v()rd**Tv%i)+

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Celebrity endorsersmay be movie stars,politicians, sports stars,or other publicpersonalities

Testimonials feature

ordinary people whotalk about their productexperiences

UNISYS


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UNISYS

In.o/tec compan% 0nis%s undertook a radical cange in ad direction in

,112$ Te compan% &ougt print ads in Fortune maga3ine4 &ut onl% in select

maga3ines going to a&out ,1 cie. in.ormation o..icers at ma5or corporations

suc as 6H74 Su&aru o. America4 Citigroup4 and 8ort#est Airlines$ Teseeecutives opened te cover #rap o. an actual :ortune maga3ine edition to

see teir o#n .aces smiling up at tem$ On te reverse side #as a

customi3ed letter #ritten &% a 0nis%s manager tat spoke to te uni*ue

callenges in te eecutive;s industr%$ Also .eatured #ere links to mock

ne#s videos mentioning te eecutive;s name and a capsule &io .ocusing on

&usiness acievements$

Flattery will get you somewhere, according to Unisys's marketing

department. To integrate te ads #it oter .orms o. marketing

communications4 0nis%s also strategicall% placed &ill&oard ads


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India's leading advertisers in 2013 by

media spend(Ad Expenditure US!"#22bn 201$ % 0nilever India Procter > ?am&le Samsung ?laoSmit@line


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• Marketing communications are the means by which

firms attempt to inform, persuade, and remind

consumers about the products and brands they sell. In a

sense, marketing communications represent the voice of

the company and its brands. (http://www.youtube.com/watch?v!"!b#m$%&!s=

&areting )mmuni*ati)ns

http://www.youtube.com/watch?v=YAYbUmT53Yshttp://www.youtube.com/watch?v=YAYbUmT53Yshttp://www.youtube.com/watch?v=YAYbUmT53Ys


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Marketing Communications Can:

' elp firms establish a dialogue and build relationships with consumers and

strengthen customer loyalty, and thus contribute to customer e)uity. ' *ork for consumers when by showing how and why a product is used, by

whom, where, and when. +onsumers can learn who makes the product and

what the company and brand stand for, and they can get an incentive for trial

or use.

' "llow companies to link their brands to other people, places, events, brands,

eperiences, feelings, and things.

' +ontribute to brand e)uity by establishing the brand in memory and creating a

brand image.

' -rive sales and even affect shareholder value.


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Role o. Marketing Communications

Persuade

Inform

emind


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Objectives of PromotionalStrategy


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1+, 3$

Elements in the Communication

Process


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-ea*.ing t.e ust)mer En*)ding/ N)ise/and e*)ding

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Advertising mgr Advertising

agenc%

Advertisement

CouponSales presentation

Press release

Store displa%

Media4 Salesperson

Retail store8e#s program

Receiver

interpretation o.te message

Customers

Media audience8e#s media

Clients

Oter ads

8e#s articles

Oter store displa%s


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Te Communications Process

elective attention

elective distortion

elective retention


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Response Hierarc% Models


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An Ideal Ad Campaign

B Te rigt consumer is eposed to te message

at te rigt time and placeB Te ad causes consumer to pa% attention

B Te ad re.lects consumer’s level o.understanding and &eaviors #it product

B Te ad correctl% positions &rand in terms o.points/o./di..erence and points/o./parit%

B Te ad motivates consumers to consider

purcase o. te &randB Te ad creates strong &rand associations


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Identi.% te Target Audience

Potential !uyers

Current"sers

#eciders orInfluencers


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Communications O&5ectives

+ategory eed 0rand "wareness

0rand "ttitude 1urchase Intention


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2. +ategory eed3 4stablishing a product orservice category as necessary to remove or

satisfy a perceived discrepancy between acurrent motivational state and a desiredemotional state.

" new3to3the3world product such as electriccars would always begin withcommunications ob5ective of establishing

category need.


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6.0rand "wareness3"bility to identify (recogni7eor recall8 the brand within the category, in

sufficient detail to make a purchase.9ecognition is easier to achieve than recall 3consumers asked to think of a brand of fro7enentrees are more likely to recogni7e touffersdistinctive orange packages than to recall the brand.

0rand recall is important outside the store; brand

recognition is important inside the store.0rand awareness provides a foundation for brande)uity.


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&. 0rand "ttitude34valuating the brand with respect toits perceived ability to meet a currently relevant need.

9elevant brand needs may be negatively oriented(problem removal, problem avoidance, incompletesatisfaction, normal depletion8 or positively oriented(sensory gratification, intellectual stimulation, orsocial approval8.

ousehold cleaning products often use problemsolution; food products, on the other hand, often

use sensory3oriented ads emphasi7ing appetite appeal.


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of adultsmay be planning to buy detergent; only 6 may be

planning to buy a carpet cleaner; and only >.6% may be planning to buy a car.


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6esigning te Communications

B Message strateg%

B Creative strateg%

B Message source

6 i C i ti


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6esign Communications

$ow to say it%

(+reative trategy8

&hat to say%(@essage trategy8

&ho should say it%

(@essage source8


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@4"A4 $9"$4 A!

In determining message strategy, management

searches for appeals, themes, or ideas that willtie into the brand positioning and help toestablish points3of3parity or points3of3difference.


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@4"A4 +B$4$

$he communicator has to figure out an appeal or

theme that will produce the desired response.9ational appeals3 relate to the audienceCs self3interest. $hey show that the product will producethe desired benefits.

@essages showing a productCs )uality, economy,value or performance.

$hus, in its ads, @ercedes offers automobiles that

are Dengineered like no other car in the worldC,stressing engineering design, performance andsafety.


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4motional appeals3 attempt to stir up either positive or negative emotions that can

motivate purchase.

+ommunicators may use positive emotional

appeals such as love, humour, pride, promise ofsuccess and 5oy.

ome of these may be related directly to productor service performance (the )uality, economy, or

value of the brand8, whereas others may relate tomore etrinsic considerations (the brand as being contemporary, popular, or traditional8.


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0ritish $elecomCs D@ake someone happy with a phone callC and DItCs good to talkC campaigns

stir a bundle of strong emotions.

"d campaigns for Eagen3-a7s e)uate ice3

cream with pleasure


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+ommunicators can also use negativeemotional appeals, such as fear, guilt and

shame appeals in order to get people to dothings they should ( brush their teeth, invest ina pension plan, buy new tyres8 or to stopdoing things they shouldnCt (smoke, drink too

much, eat fatty foods8.

@ichelin tyre ads that featured cute babies

and suggested D0ecause so much is riding onyour tyresC.

< . 8 < ll < ti l St t i


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-$D


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+94"$IF4 $9"$4A!

+ommunications effectiveness depends on how

a message is being epressed, as well as on thecontent of the message itself.

+reative strategies are the way marketerstranslate their messages into a specificcommunication.

*e can broadly classify them as eitherinformational or transformational appeals

I=B9@"$IB"G "114"G


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elaborates on product or service attributes or benefits.

1roblem solution ads (4cedrin stops the toughestheadache pain8,

product demonstration ads ($hompson *ater eal

can withstand intense rain, snow, and heat8, product comparison ads (-irec$F offers better- options than cable operators8,

testimonials from unknown or celebrity endorsers(0" phenomenon Ge0ron Hames pitchingprite, 1owerade, and ike8.


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$9"=B9@"$IB"G "114"G

elaborates on a non3product3related benefit or

image.It might depict what kind of person uses a brand (F* advertised to active, youthful

people with its -rivers *anted campaign8 orwhat kind of eperience results from using the brand (1ringles advertised Bnce !ou 1op, the=un -ont top for years8.

$ransformational appeals often attempt to stirup emotions that will motivate purchase.


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@4"A4 B#9+4

@any communications do not use a source beyond thecompany itself. Bthers use known or unknown people.

@essages delivered by attractive or popular sources can

achieve higher attention and recall, which is whyadvertisers often use celebrities as

spokespeople.

+elebrities are likely to be effective when they arecredible or personify a key

product attribute.


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B Message Source

credibility important epertise

trust#ortiness

lika&ilit%

"++4$#94


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"++4$#94

*hat better symbol for high performance than $iger *oods, the

worlds number3one golfer? $hats why business consulting firm,"ccenture, was persistent in seeking to use the golfer as thelinchpin for its rebranding cam3paign.

4nter $iger *oods and the new tagline igh 1erformance-elivered.

"ccentures message is that it can help client companies becomehigh3performing business leaders, like the ones featured on its

*eb site.

$he *oods endorsement drives home the importance of high performance, 5ust as *oods drives home yet another

championship.

Select Cannels


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Select Cannels

Personal Communications

http://www.youtube.com/watch?vc6%JvK47Ln#

onPersonal -Mass. Communications

1 l i i h l l

http://www.youtube.com/watch?v=c25Qv7Ez8nUhttp://www.youtube.com/watch?v=c25Qv7Ez8nUhttp://www.youtube.com/watch?v=c25Qv7Ez8nUhttp://www.youtube.com/watch?v=c25Qv7Ez8nUhttp://www.youtube.com/watch?v=c25Qv7Ez8nUhttp://www.youtube.com/watch?v=c25Qv7Ez8nU


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1ersonal communications channels let two ormore persons communicate face3to3face or person3to3audience through a phone, surfaceemail, or e3mail. $hey derive their effectivenessfrom individuali7ed presentation and feedbackand include direct and interactive marketing,

word3of3mouth marketing, and personal selling. on3personal channels are communicationsdirected to more than one person and includeadvertising, sales promotions, events andeperiences, and public relations.

@II +BB149

$h i @i i bil ld f l i h # i d


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$he tiny @ini automobile was sold for only seven years in the #nited tates,during the 2MN>s, before it was withdrawn due to stiff emission regulations.

In @arch 6>>6, 0@* decided to relaunch a new, moderni7ed @ini +ooper inthe #nited tates, targeting hip city dwellers who wanted a cool, fun, small carfor under O6>,>>>.

*ith only O6> million to spend on the introduction, the @ini marketers decidedto launch a guerrilla communications campaign featuring nontraditional uses of

billboards, posters, print ads, and grassroots efforts, and no $F ads.$he @ini was stacked on top of three =ord 4cursion #Fs and driven aroundnational auto shows and 62 ma5or cities.

$he car showed up in other unusual places, such as inside a sports stadium as

seats and inside 1layboy as a centerfold. $et3only billboards proclaimed: $4#F 0"+PG" B==I+I"GG! $"9$ B*, ABGI"$ GB$, andQQG3QG3G3@33@II.

@any communications were linked to a cleverly designed *eb site that provided necessary product information. $he imaginative campaign resulted ina buyer waiting list that was si

months long in spring 6>>6.

Esta&lis udget


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Esta&lis udget

/ffordable Method

Percentage0of01ales

Competitive0

Parity

2b3ective0and0Task

Setting t.e


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-$2

Setting t.e


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6eciding on Marketing Communications Mi

Characteristics

'actors

Measuring

Marketing Communications Mi


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Marketing Communications Mi

B Advertising

B Sales promotion

B Events and

eperiences

B Pu&lic relations andpu&licit%

B 6irect marketing

B Interactive marketing

B Ford/o./mout

marketing

B Personal selling

"d ti i " id f f l


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2. "dvertising3 "ny paid form of non3personal presentation and promotion of ideas, goods, orservices by an identified sponsor

6. ales promotion3" variety of short3termincentives to encourage trial or purchase of a product or service

&. 4vents and eperiences3+ompany3sponsoredactivities and programs designed to create dailyor special brand3related interactions


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%. -irect marketing3#se of mail, telephone, fa, e3mail,or Internet to communicate directly with or solicitresponse or dialogue from specific customers and

prospectsN. Interactive marketing3Bnline activities and programsdesigned to engage customers or prospects and directlyor indirectly raise awareness, improve image, or elicit

sales of products and servicesK.*ord3of3mouth marketing31eople3to3people oral,written, or electronic communications that relate to themerits or eperiences of purchasing or using products or

servicesL. 1ersonal selling3=ace3to3face interaction with one ormore prospective purchasers for the purpose of making

presentations, answering )uestions, and procuring

orders


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Communication Plat.orms


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Advertising Sales


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1+, "3

Setting te Promotion MiSetting te Promotion Mi

ature of 6ach Promotion Tool

/dvertisingeaches Many !uyers, 6xpressive

Impersonal

/dvertising

eaches Many !uyers, 6xpressive

ImpersonalPersonal 1elling

Personal Interaction, !uilds elationships

Costly

Personal 1elling

Personal Interaction, !uilds elationships

Costly1ales Promotion

Provides 1trong Incentives to !uy

1hort07ived

1ales PromotionProvides 1trong Incentives to !uy

1hort07ived

Public elations

!elievable, 6ffective, 6conomical"nderused by Many Companies

Public elations

!elievable, 6ffective, 6conomical

"nderused by Many Companies#irect Marketing

onpublic, Immediate, Customi8ed,

Interactive

#irect Marketing

onpublic, Immediate, Customi8ed,

Interactive

Advertising .ara*teristi*s


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Advertising .ara*teristi*s

-$Pervasiveness/Advertising permits te seller to

repeat a message man% times$ It also allo#s te

&u%er to receive and compare te messages o.

various competitors$ 7arge/scale advertising

sa%s someting positive a&out te seller;s si3e4

po#er4 and success$,$ Ampli.ied epressiveness/Advertising provides

opportunities .or dramati3ing te compan% and

its products troug te art.ul use o. print4

sound4 and color$D$ Impersonalit%/Te audience does not .eel

o&ligated to pa% attention or respond to ad/

vertising$ Advertising is a monologue in front of,

1/761 P2M2TI21


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1/761 P2M2TI21

2. +ommunication3$hey gain attention and

may lead the consumer to the product.

6. Incentive3$hey incorporate some

concession, inducement, or contributionthat gives value to the consumer.

&.Invitation3$hey include a distinctinvitation to engage in the transaction now.

Caracteristics o.


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Caracteristics o.

te Marketing Communications Mi


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Caracteristics o.

te Marketing Communications Mi

ire*t &areting

B Customi3ed

B 0p/to/date

B Interactive


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0eginning in 6>>%, A4 initiated an integrated marketing campaign thatincluded $F, print, and online advertising

as well as events, to let customers know A4 products and services help protect the environment.

$he campaign was dubbed 4comagination and highlighted A4s solarenergy products and hybrid locomotives, fuel cells, and lower3emissionaircraft.

$he ads, developed for the company by 00-RB, revolved around thissimple, central concept: "lthough the worlds natural resources may belimited, the human imagination is unlimited.

In print ads entitled hadows, for instance, the shadow of a A4 aircraft

engine appeared as a giant bird, and the shadowof a A4 locomotive as a herd of 7ebras.

$he ads, events, and interactive online ads and games all proved etremelysuccessful for A4. 9evenue for 4comagination products in 6>>% totaled O2> billion, up N& from 6>>


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Stage

Measuring Communication Results


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easu g Co u ca o esu s

"ttitudes

=re)uency9each

"wareness

@easuring +ommunication 9esults


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Measure its impact on the target audience

outputs and epenses: press clipping counts,

numbers of ads placed, media costs.

intermediate outputs such as reach and fre)uency,

recall and recognition scores, persuasion changes,and cost3per3thousand calculations.

#ltimately, behavior3change measures capture thereal payoff

@ b f th t t di k d


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@embers of the target audience are askedwhether they recogni7e or recall the message,

how many times they saw it, what points theyrecall, how they felt about the message, and their previous and current attitudes toward the productand the company.

0ehavioral measures of audience response, suchas how many people bought the product, liked it,

and talked to others about it.

ure +ollecting feedback: +onsumer tates


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i g u r

1 7 . 5

for $wo 0rands

B d Of C C l I di


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+

Brands Of Coca-Cola India

The Promotional Mix:Tools Of IMC


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+

AdvertisingAdvertising

Direct MarketingDirect Marketing

Interactive/Internet Marketing

Interactive/Internet Marketing

Sales PromotionSales Promotion

Publicity/PublicRelations

Publicity/PublicRelations

Personal SellingPersonal Selling

Advertising


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Advertising "dvertising is defined as any paid form of non personal communication

about an organi7ation, product, service, or idea by an identified sponsor.

+oca3+ola uses the concept of aggressive advertising to promote its products.

$hus advertising is the most important marketing tool for the company as it

has to cater mass consumer markets. $hey mainly does national advertising.

+ompany introduces different themes and concepts to sell their product and

advertises mainly in electronic media and out of home advertising. $hese

advertisements build brand image and create awareness.

0ig names of Indian film industry mainly become the brand ambassadors of

the +ompany.

• $hroughout the years, the slogans of the +oca3+ola have been memorable.

=or 4.g.

• Thanda Matlab Cola0Cola

• 9o chaho ho 3ae Cola0Cola en3oy

• Coca0Cola0Piyo sir utha ke

• !rrrrrrr

+2

Mediums Of Advertising


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g

$he mediums of advertising used by +oca3+ola are:

Print media: $he print media for advertisement, although very rare,

they have a separate department for print media.

Point 2f 1ale Materials:

1oint of sale material this includes: 1osters and tickers

display in the stores and in different areas. It also

includes:

Fi7i cooler

=ree7ers

-isplay racks

+

T V Commercials


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T.V Commercials "s everybody know that $F is a most common entertaining medium so $F

commercials is one of the most attractive way of doing advertisement. o+oca +ola +ompany does regular $F commercials on different channels.

It .ocuses on &ot te ur&an as #ell as te rural India #it its advertisements$

In the summer of 6>22, +oca3+ola introduced the new 0rrrrrSS "d and

featured Imran Phan as the brand ambassador.

++

Outdoor Advertising


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Outdoor Advertising +oca cola is very much conscious about their billboards and hoardings. $hey

have so many sites in different locations for their billboards. 0illboards are usually found at cross roads, buildings, shops.

"lso in India the +oca3cola can be seen painted on walls, bus stands, dhabas

etc focusing in rural areas if India.

+9

irect Mar!eting


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irect Mar!eting• +oca3+ola uses direct marketing in many ways. =irst, the company

partners with various restaurants, movie theaters, etc. to carry its product.

• $his way, when a customer orders a drink, the only brand they are offered

is +oca3+ola, which forces them to buy a drink from that brand. 0y doing

this, +oke forces out other competition, and keeps the restaurants, or

other businesses, purchasing their product over and over again.

4g. @c -onalds.

• "ccording to mobilemarketingmaga7ine.com, +oke uses mobile graphics

and tets to appeal to markets on a more personal level.

• +oca +ola also sponsors various sporting events in India and around the

world in events like +ricket, =ootball, and @otor 9acing etc.

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Interactive"Internet Mar!eting


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+oca3+ola uses the internet to promote its products. $he company has its

own website, which is )uite simple to navigate through. $he website allowscustomers to become interactive through various games, contests, shopping,

and through a special section of the website that enables consumers to find

out how they can help their community.

• "lso in the modern era of communication and networking, the company uses

various social networking sites like =acebook, !ou$ube, $witter to connectwith the consumers.

• $he internet marketing thus helps to reach to those consumers who cant

afford to spend time on $.F and are always online.

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#ales Promotion


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#ales Promotion " sales promotion is an activity that is implemented to boost the sales of a

product or service temporarily. +oca3+ola does sales promotion in two ways

to )uickly increase sales.

2. Consumer 0 2riented sales promotion:

Aetting helves

4ye +atching 1osition

#nder $he +rown cheme

6. Trade 0 2riented sales promotion:

-iscounts to retailers and stores

9eturn back allowances

@erchandising assets

=ree goods or free tours 9,

Pu$licit%"Pu$lic &elations


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Pu$licit%"Pu$lic &elations 1ublicity refers to non personal communications regarding an

organi7ation, product, service or idea not directly paid or run underidentified sponsorship.

$oday, the company can still use word of mouth advantage. =or instance,

when +oke produces a new product, and someone on their lunch break

purchases that new product, and en5oys it, they will tell others in the

office about how great the new product is. $his will cause others to

purchase the product, and in3turn increase sales.

1ublic relations is defined as Tthe management function which evaluates

public attitudes, identifies the policies and procedures of an individual

and organi7ation with public interest, and eecutes a program of action toearn public understanding and acceptanceU.

+oca3+ola can address law suits, rumors, stories, new products, and

activities. $here is also a section of the website devoted to investors.

ere, current, or future, investors can access financial statements and up3

to3the3minute stock information. 9D

Pu$licit%"Pu$lic &elations


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$he +oca3+ola India is also undertaking some pro5ects as a part of their social

cause and part of the corporate social responsibility. $he support my school campaign along with -$F has achin $endulkar as the

brand ambassador.

Te pro5ect 0nnati .ocuses on more %ield o. mangoes to .armers$

Coca Cola also Sponsors events in cricket and music$

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Personal #elling


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Personal #elling

+oca3+ola has many salespeople, who are individuals representing the

company to communicate, sell, service, and build relationships with

customers.

$hese salespeople promote their product to different customers withintheir regions, and once they sustain a customer, they sell their products

to them and service them many times per week.

$hese individuals form close relationships with the customers in orderto continue business with them.

$hus though minimum, the company also thus have many sales people

for personal selling.9


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Documents

Chapter 9 Imc