IMC for Brand Equity

Chapter 6

Definition of IMC
IMC is the process of developing and implementing various forms of persuasive communications programs with customers and prospects over time.

IMC is designed to:

Affect behavior Use all forms of contacts Start with the customer Achieve synergy Build relationships

Information Processing Model

Exposure - see or hear ad Attention - pause to notice ad Comprehension - get message Intention - will purchase Behavior - purchase

Advertising Strategy Step 1

Define positioning - attributes & benefits Points of parity- necessary/ competitive Points of difference - desirable/ deliverable

Advertising Strategy Step 2

Identify creative strategy to communicate positioning Informational - benefit (prob-sol, demo, comparison, testimonial) Transformational - imagery (usage, user, personality/values) Motivational - borrowed (humor, sex)

Customer Relationship Mangement

Data base usage 1. tracking customer activity 2. Manage customer interactions

Direct Response
Mail - catalogues Telephone - 800 number ordering TV Infomercials - dramatic Web pages - informational Interactive ads - skyscrapers

Non-traditional Ads
Place advertising billboards, posters movies, airports, retailers Product placement Point of Purchase supermarket radio cart video

Sales Promotion: Consumers

User aggregate - continue to use; increase usage Potential aggregate - try product; put brand into category evoked set

Sales Promotion: Trade

Increase purchase frequency - deals Support brand advertising - co-op Increase inventories of brand products shelf space and display options

Event Marketing: Types

Arts Festivals, fairs, annual events Cause marketing Entertainment, tours, attractions

Event Marketing: Objectives

Identify with consumer target market or lifestyle Increase brand awareness Create or reinforce perceptions of brand image associations Enhance corporate image dimensions Create experiences and evoke feelings Entertain clients, reward employees Permit merchandising opportunities

Sponsorship
To meet specific brand objectives Audience delivered must meet needs of brand consumers Events, naming opportunities Measurement - supply side - potential exposure from media coverage demand side - reported exposure from consumers

PR and Publicity
Company and brand image protection PR - annual reports, fund raising, membership drives, lobbying, event management, public affairs Publicity - press releases, media interviews, press conferences, feature articles, newsletters, photographs, films

Buzz Marketing
Word of mouth techniques for highinterest product categories (Krispy Kreme, Blair Witch Project) Cultural corruption?

Personal Selling
Sales reps become customer advocates Corporate sales attitude Recognition for performance through customer satisfaction not sales Data based contact to reinforce Frequent face-to-face interaction with consumer

IMC Mix Criteria

Coverage - reach and impressions Contribution - main effects of communications on consumers Commonality - consistent and cohesive brand image in every communication Complimentary - linkages of different communications Versatility - degree of appeal to all aggregates

IMC Example: San Diego Zoological Society

MAIN ATTRACTIONS Zoo - 800 species of animals in native habitat cages Wild Animal Park - 1800 acre preserve with 2500 animals living together in recreated African habitat

SDZS Competetition
Sea World LegoLand Disneyland Knotts Berry Farm Universal Studios Magic Mountain

SDZS Target Consumers

40% San Diego County 14% other parts of CA 35% from continental US 05% from outside US

SDZS Communication Objectives

Raise funding for societys programs Provide public education Maintain image on local, regional, national & international levels Draw visitors to main attractions

IMC Strategy: Advertising

Objective: drive attendance; uphold image; educate and inform Audience: Members/ non-members; households in 5 CA counties; tertiary market of 7 states; tourist group sales Media: TV, radio, newspaper, magazine, direct marketing, outdoor, film locations

IMC Strategy: Sales Promotion

Objective: Drive attendance Audience: Southern CA co-op Media: Coupons, sweepstakes, tours, broadcast tradeouts, direct maiol, fliers, postcards

IMC Strategy: Public Relations

Objective: Inform, educate, maintain image, reinforce advertising message Audience: local to international Media: event coverage; features in local, national and global media; talk show appearances; web site

IMC Strategy:

IMC Strategy: Corporate Sponsorships & Events

Objectives: Provide event funding, promote special programs with corporate sponsors; develop businesszoo partnerships Audience: Zoo supporters and corporate partners Media: Ad, PR, co-ops, ticket trades, hospitality centers

IMC Strategy: Direct Mail

Objective: Maintain large supporter base Audience: local, regional, national and global children, seniors, couples and single memberships Media: Direct mail and on-grounds visibility

IMC Strategy: Group Sales

Objective: Maintain group traffic and revenue with group tours Audience: Conventions, incentive groups, bus tours, associations, scouts, schools, military, organizations, etc. Media: Travel and tourism trade shows, telemarketing, direct mail, trade publications, advertising, web alliances

Measurement
Ticket sales Media coverage Web inquiries Positive attitude and awareness research New memberships and renewals Business alliances