Integrated Marketing Communications PDF
Added on 2020-11-05
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Term 1Effective IMC-The term Integrated Marketing Communications (IMC) is often used to emphasise that different communication strategies need to be complementaryand well blended.-It is important for organizations to evaluate the efficiency and effectiveness of promotional activity with a view to maximizing the company’s resources in future promotional campaigns. Ethical EX: Fair tradeDRIP-The Task of Marketing Communications-Differentiate - to position a brand so that it is perceived to be different to its competitors -Reinforce - to remind or reassure customers about a brand -Inform - to make customers aware of a brand’s existence or attributes -Persuade - to encourage customers to behave in particular ways Branding=The creation of an image of goods, services and consumer groupsMarketing includesadvertising,Public relations, sponsorship, promotions,etc.Differentiating between Advertising and Promotion -Advertising is often referred to as ‘above-the-line’promotion, whereas other types of promotion are known as ‘below-the-line’methods.-Advertising=Paid Media[The content of advertisement can be controlled since you have paid media fees.]The AIDA Model can also be relevant to other forms of promotion
The Marketing Communications Mix Media Channels
Marketing Communications Practice-In-house marketing team (may be split into advertising and PR)-Full-service agencies (strategy; planning; implementation)-Specialist agencies (digital; PR; advertising; MR)The Planning Strategy:Marketing Communication Strategy should derive directly from marketing strategy which in turn derives directly from corporate strategy. Media Vehicle Decisions-Media vehicle decisions should be based on readership, viewership, listenership figures etc.-Media planners must also have information on the emotional aspects of mediaconsumption, its social & cultural context and its meaning in consumers’lives.Scheduling Issues·Reach-The number of individuals reached at least Minimum Effective Frequency.·Effective Frequency-To raise disposition to purchase to the action threshold with the fewest insertions (the lowest cost)·Wear-Out-Occurs when successive exposures no longer have a positive impact on the audience.-Too many exposures may turn disposition to purchase in a negative direction.PR=Earned Media ExposurePR concerns ‘establishing and maintaining good relations with different public stakeholders in order to facilitate the marketing function’.[One of the main functions of PR is to communicate through the media to gain public attention and awareness.]
-Earned media [public WoM/eWoM]-Owned media [refers to the company's own website or social media such as Instagram account.]-Paid media [Paid TV commercial or media advertising layout or media influencers.]Public Relations Methods-Media Relations-Publicity and Events-Lobbying-Sponsorship-Crisis Management-Public Affairs-Industry Relations-Issues Management Public relations (PR) ‘PR’ is often described as ‘free publicity’, but more specifically it means that the medium in which the publicity features is not paid directly for this.In fact, it does usually require an investment on the part of the retailer to gain the publicity by employing PR specialists. PR generates interest and goodwill for companies through sending press releases and photographs to appropriate media and organizing events such as product launches, as well as other methods. New product innovations; rebranding; successes; changes in personnel andfinancial statements could be considered newsworthy. ‘Gifting’ is a PR technique used by many large or upmarket retailers, whichinvolves giving its products away to celebrities or other opinion leaders e.g. bloggers, to influence consumers. Personal Influencers-Opinion Leaders-Opinion Formers-WoM Sponsorship Sponsorship is a promotional strategy employed by various organizations. Sporting events are key areas for sponsorship, enabling retailers to place logos on sportspeople’s clothing and at sites associated with the events, without paying for advertising space directly.
Companies can also use sponsorship by supporting educational initiatives related to their products or local communities. In return, the sponsors gain exposure of the brand name that stands out from above-the-line advertising. For the sake of brand image retailers need to be selective in the choice of people or organizations being sponsored, as they need to be consistent with brand personality. Characteristics of Sponsorship-Indirect and implicit messages-Less control-Often integrated with other tools such as PR and sales promotions to achieve effectiveness-Less effective in gaining attention-Less cluttered and cheaper-Exposure effect: brand ends up in evoked set-Positive attitudes towards the event/cause-positive attitude towards the brandMarketing communications via digital and social media · There are three main classifications of digital media:– Paid: This type of media is bought by the retailer to target specific customers. It might include display advertising, affiliate advertising and SEM (search engine marketing).– Earned media: Here a retailer posts a story or image that is considered of interest to other readers so the content is posted, for free, on other digital media channels. This has strong links to PR. – Owned media:Digital channels that the retailer owns, including the company website, which isthe hub for all digital content, forming a promotional function as well as a transactional one. Retailers are increasingly including consumer-generated reviews on their transactional websites, which can influence other customers in their purchases. Word-of-mouth (WoM) -WoM refers to consumers informing each other about products, brands and retailers, making recommendations or criticisms.-Positive WoM has significant advantages over other forms of promotion, since consumers may view their peers’ views as objective, impartial and authentic .-No costs are usually incurred for the retailer, but WoM is the technique over which retailers have the least control.
-Consumers may be likely to consider friends, family, online reviews and bloggers as more reliable sources than adverts. -However, retailers can undoubtedly have a strong impact on the messages spread via WoM by providing an effective marketing mix and behaving with integrity.-Retailers can give customers a platform to facilitate an exchange of views, e.g. user reviews on the website. Digital PR·PR involves communications with an organization’s various publics (i.e. stakeholders) via the media.·Digital media are increasingly being used as key channels to generate PR, e.g.Instagram; Facebook; blogs; vlogs/YouTube; micro-blogs (e.g. Twitter); Pinterest.·PR can be via positive publicity from social media users’messages or from social media accounts or websites operated by the company whose products/services are being promoted.·Promotion can also take place through digital channels via other methods such as affiliate marketing and email.PR aims-To inform people about products or services-To encourage people to have favorable views towards and organization and itsproducts/services-To influence people’s attitudes towards an organization’s products or servicesStrengths of Public RelationsImplementing PR campaigns·Developing newsworthy stories
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