Integrated Marketing Communications - Lecture notes - 1, 2, 4 PDF

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L1: INTRODUCTION •

Marketing – Satisfying needs and wants through the exchange process.

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The Marketing Management Process: o Situation Analysis o Objectives o Select the Target Market o Develop the Marketing Mix o Implement, Evaluate and Control

The Marketing and Promotional Mixes •

Product/Service

• • •

Pricing Policy Distribution (place) method Promotional Mix, including;

Advertising

Direct Marketing

Interactive/Internet

Sales Promotion Publicity / PR Personal Selling • Need to try and integrate this promotional mix for a collective message •

Seeking Synergy! – Bigger outcome working together rather than individually

Integrated Marketing Communications •

IMC – A marketing communications planning concept

• •

Recognises the value of a comprehensive plan A plan that evaluates the strategic roles of several communications discip o o o

vide;

L2: IMC IN THE MARKETING PROCESS •

The entire IMC process is also known as a direct focus on the Promotional Mix:

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Advertising – Any paid form of non-personal communication about an organisation, product, service or idea by an identified sponsor (e.g.

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business firms, individuals, non-profit organisation’s). Direct Marketing – Whereby organisations communicate directly with target customers to generate a response and/or transaction. E.g. telemarketing, letters, brochures etc. Interactive/Internet Marketing – Allows for back-and-forth flow of information whereby users can participate in and modify the form and content of the information they receive in real time. Can receive information and images, make enquiries, respond to questions and

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make purchases. Sales Promotion – Providing extra value or incentive to the sales force, distributors or the ultimate consumer and can stimulate immediate sales;

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o Consumer Orientated – Discounts, point-of-purchase materials o Trade Orientated – Sales contests, price deals Publicity – Non-personal communications regarding an organisation, product, service or idea that is not directly paid for or run under identified sponsorship. Comes in the form of a news story, editorial or

• •

announcement. Public Relations – A management function which manages and controls a program of action to earn public understanding and acceptance. Personal Selling – A form of person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company’s product/service or act on an idea.

IMC •

The goal of IMC is to generate short-term returns and build long-term brand value

• IMC Audience Contact Tools: Broadcast Media

Print Media

Public Relations / Publicity

Internet / Interactive

Direct Marketing

Sales Promotion

Product Placements Word-Of-Mouth

Events and Sponsorship Point-Of-Purchase

Personal Selling

Out-Of-Home Media

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o Full-service agencies may subcontract with creative boutiques Also include media buying services; o Specialise in buying media, especially broadcast time o Agencies and clients develop media strategy

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o They implement the strategy and buy time and space Agency compensation includes; o Commission method (usually 15%) o Fee arrangements o Cost-Plus agreements o Incentive-Based compensation o Percentage charges

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Agencies can lose clients due to; o Poor performance o Poor communication o Unrealistic demands o Personality conflicts o Personnel changes o Changes in size o Conflict of interests o Changes in strategy o Declining sales o Payment conflicts o Policy changes

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Agencies can gain clients from referrals, solicitations, presentations, public relations and image and reputation.

3. Media • Organisation whose function Is to provide information/entertainment to subscribers, viewers or readers while offering marketers an environment for reaching audiences with print or broadcast messages. 4. Potential Customer • YOU!

! ! !

L4: PERSPECTIVES ON CONSUMER BEHAVIOUR Consumer Decision Making •

Consumer Behaviour – The process and activities people engage in when searching for, selecting, purchasing, using, evaluating and disposing of products and services so as to satisfy their needs and desires.

• Consumer decision making model falls under two main categories; 1. Decision-Making a. Problem Recognition • Occurs when a buyer becomes aware of a difference between a desired state and an actual condition •

May occur rapidly or slowly

b. Information Search • Internal Search – Buyers search their memories for information about •

products that might solve their problem. External Search – Buyers seek information from outside sources

c. Evaluation of Alternatives • Evoked/Consideration Set – A group of brands that the buyer views as • •

alternatives for possible purchase. Evaluative Criteria – Objective and subjective traits important to the buyer. Framing the Alternatives – Marketers describe the alternatives and their attitudes in a certain manner, to make a particular characteristic appear more important (especially to a consumer) and facilitate its recall from memory.

d. Purchase Decision • Choosing the product or brand to be bought, based on the outcome of •

the evaluation stage The choice of seller, terms of sale, price, delivery and warranties may affect the final product selection

e. Post-Purchase Evaluation • Cognitive Dissonance – A buyer’s doubts shortly after a purchase about whether the decision was the right one. •

Buyers are mostly likely to seek reassurance after the purchase of an expensive, high-involvement product....