Integrated Marketing Communication

Session 5
Siddiq Musaliar

Objectives

Measurement/Evaluation
Planning & Decision Making
Communications

Specific Objectives

Characteristics of Objectives

Specific

Time Bound

Realistic

Measurable

Attainable

Sales vs. Communications Objectives

Sales
Objectives
Primary goal is
increased sales
Requires economic
justification
Should produce
quantifiable results

Communications
Objectives
Increased brand
knowledge, interest,
favorable attitudes
and image
Immediate response
not expected
Goal is creating
favorable
predispositions

Problems with Sales Objectives

Ad effects take time

Hard to determine precise
relationship between advertising
and sales

Communications Objectives

Conative
(behavioral)
Ads stimulate or
direct desires

Purchase
Purchase intentions

Affective (feeling)
Ads change attitudes
and feelings

Favorable attitudes
and image

Cognitive (thinking)
Ads provide
information and facts

Brand knowledge
and interest
Brand awareness

Creating an Image

Communications Effects Pyramid

5% Use
20% Trial
25% Preference
40% Liking

70% Knowledge/comprehension
90% Awareness

GfK Purchase Funnel

The DAGMAR Approach

Define
Advertising
Goals for
Measuring
Advertising
Results

Awareness

Comprehension

Conviction

Action

Advertising Creativity

Creative
Strategy

Determining what the

advertising message will say
or communicate

Creative
Tactics

Determining how the

message strategy will be
executed

The Importance of Creativity

Best ads of all time?

Determinants of Creativity

Divergence

Relevance

Originality

Ad-to-consumer

Flexibility

Brand-to-consumer

Artistic Value

Creative Advertising

The Creative Challenge

There are no rules

Youngs Creative Process

Immersion

Digestion

Get raw material and data, and

immerse yourself in the problem
Take the information, work it over,
wrestle with it in your mind

Incubation

Turn the information over to the

subconscious to do the work

Illumination

Eureka! I have it! phenomenon

Verification

Study the idea, evaluate it,

reshape it for practical usefulness

Getting Creative Input

Read anything
related to the
product or
market

Conduct
studies of
product,
service,
audience

Use the
product to
become
familiar
with it

Work in and
learn about the
clients
business

Listen to what
people are
talking about

Ask everyone
involved for
information

Qualitative Research Input

Interviews and Focus Groups

Storyboards and Animatics

An Advertising Campaign

Integrated

Interrelated

Marketing
Communication
Activities

Coordinated

In Different
Media

Centered on a
Theme or Idea

Over a Time
Period

Campaign Themes
Company or Brand

Campaign Theme

Marlboro

Marlboro Country

BMW

The ultimate driving machine

Nike

Just do it

McDonalds

Im lovin it

The Creative Brief

Basic problem or issue the advertising

must address
Advertising and communications
objectives
Target audience
Major selling idea or key benefits
to communicate
Creative strategy statement
Supporting information

Search for a Major Selling Idea

Finding the
inherent drama

Use a Unique
Selling Position

Seeking the
Major Idea

Positioning

Create a Brand
Image

The Unique Selling Proposition (USP)

Benefit

Unique

Buy this
product/serv
ice and you
get this
benefit

Must be
unique to
this brand or
claim; rivals
can't or don't
offer it

Potent

Promise
must be
strong
enough to
move mass
millions

Unique Selling Proposition

Image Advertising

Positioning

Establish a particular
place in the
customers mind for
the product or service
Based on product
attributes/benefits,
price/quality, use or
application, type of
user, or problem
solved

Thank You