WHAT IS THE ROLE OF COMMUNICATION IN BRAND BUILDING?

PRODUCT PRICE PLACE PROMOTION

WHAT MAKES A GREAT BRAND?

WHAT MAKES A GREAT BRAND?

1. 2. 3. 4. 5. 6.

Offer Different and Better products and service Have both high Respect and high Love Tell a Story that Connect and Engage Communicate a Big Idea Consistently over time Have strong Icons and Images CREATE LOYALTY BEYOND REASON

IMC
AND THE

MARKETING

PROCESS

A REVIEW OF THE MARKETING MIX

The four Ps
Product Place Price Promotion

MARKETING AND PROMOTIONS PROCESS MODEL

Opportunity analysis Identifying markets Product decisions Promotional decisions Pricing decisions Competitive analysis Market segmentation Channel-ofdistribution decisions Target marketing Selecting a target market Advertising Direct marketing Interactive marketing Sales promotion Publicity and public relations Personal selling Internet/ Interactive Ultimate consumer Consumers Businesses Promotion to trade Promotion to final buyer

Positioning through marketing strategies

Resellers Purchase

THE TOOLS OF MARKETING COMMUNICATIONS

1. Media Advertising TV Radio Magazines Newspapers 2. Direct Response and Interactive Advertising Direct mail Telephone solicitation Online advertising 3. Place Advertising Billboards and bulletins Posters Transit ads Cinema ads 4. Store Signage and Point-ofPoint-ofPurchase Advertising External store signs In-store shelf signs In Shopping cart ads In-store radio and TV In5. Trade- and ConsumerTradeConsumerOriented Promotions Trade deals and buying allowances Display and advertising allowances Trade shows Cooperative advertising Samples Coupons Premiums Refunds/rebates Contests/sweepstakes Promotional games Bonus packs Price-off deals Price6. Event Marketing and Sponsorships Sponsorship of sporting events Sponsorship of arts, fairs, and festivals Sponsorship of causes 7. Marketing-Oriented Public MarketingRelations and Publicity 8. Personal Selling

Source: Adapted from Figure 1.1 in Kevin Lane Keller, Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing Communication Programs, Journal of Marketing Management 17 (August, 2001), 823851.

RAPIDLY CHANGING MEDIA ENVIRONMENT

Increasingly difficult to target audiences & communicate effectively
 Consumers

no longer passive recipients  They demand more than information  From a myriad of sources

THE INTEGRATION OF MARKETING COMMUNICATIONS

Why Not Integrated?
 Tradition of separation communication tools  Resistance of outside suppliers to broadening

their functions  Skeptics who consider IMC to be a fad

THE INTEGRATION OF MARKETING COMMUNICATIONS

IMC and Synergy
Using multiple communication tools in conjunction with one another can produce greater results (synergistic effects) than tools used individually and in an uncoordinated fashion.

DEFINITION OF IMC

Is a communications process for planning, creation,

integration, and implementation of diverse forms of marcom delivered to a brands targeted customers and prospects
Has customer/prospect as its starting point for

determining types of messages and media to inform, persuade, and induce action
Considers all touch points a customer/ prospect has with

the brand as potential delivery channels for messages

Requires that all of a brands communication media deliver

a consistent message
Has as its goal influencing or affecting behavior of

targeted audience

FIVE KEY FEATURES OF IMC

1. Start with the customer or prospect. 2. Use any form of relevant contact or touch point.
360-Degree Branding- A brands touch points should be everywhere the target audience is. Not All Touch Points Are Equally Engaging: Surround customers/prospects with the message, but not to the point of being irritatingly present

3. Speak with a single voice.

Consistently deliver the same unified message across all media channels on all occasions

4. Build relationships Rather Than Engage in Flings 5. Affect behavior

The effectiveness of an IMC program is judged by its success in terms of its ultimate influence on behavior

FIVE KEY FEATURES OF IMC

1. Start with the customer or prospect. 2. Use any form of relevant contact or touch point.
 

360-Degree Branding- A brands touch points should be everywhere the target audience is. Not All Touch Points Are Equally Engaging: Surround customers/prospects with the message, but not to the point of being irritatingly present

3. Speak with a single voice.



Consistently deliver the same unified message across all media channels on all occasions

4. Build relationships Rather Than Engage in Flings 5. Affect behavior



The effectiveness of an IMC program is judged by its success in terms of its ultimate influence on behavior

OBSTACLES TO IMPLEMENTING IMC

Integration requires tight coordination among all elements of a marcom program.
 Few providers of marketing communication services

have the diversity of skills required to execute an IMC program.

 The greatest challenge is making sure that all marcom

tools are consistently executed.

SUMMARY
1.

6 characteristics of a Great Brand Marketing Mix

Promotion as an integral part Coordination and consistency in the 4Ps

2.

3.

Definition and Tools of IMC