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W2 - Strategic Significance of IMC

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Stephan Dahl
Stephan Dahl

An introduction to the strategic significance and role of IMC.

BusinessTechnologie
1  sur  21
MKT4007 Strategic Integrated Marketing Communications
Complex Comms T2 T4 T1 T3 Mass Media 1 Mass Media 2 Mass Media 3 Mass Media 5 Mass Media 4
What makes good IMC? Creative Adverts Cool Sales Promotions Good PR Great Blogs Good-looking Sales force Consumer I want a divorce!
What makes good IMC? Relevant Adverts Relevant Sales Promotions Relevant PR Relevant Blogs Relevant Sales force Consumer
What makes good IMC? Relevant & Personal Adverts Relevant & Personal SP Relevant & Personal PR Relevant & Personal Blogs Relevant & Personal Sales force Consumer Relevant & Personal Communication at each point!
Difficulties ,[object Object],[object Object],[object Object],[object Object]
Traditional Model Corporate Marketing Communication (Butterfield, 1997) 4 P’s Advertising etc.
New Model Corporate Marketing Communication (Butterfield, 1997) Delivers the corporate mission and vision through the traditional marketing mix Defines corporate vision & expresses vision to stake holders 4 Ps = hygiene factor
Advantages of Butterfield’s Model ,[object Object],Push: Retailer Promos, Personal Selling Pull: Advertising PR Customer
Customer’s Brand View Customer Service POP Displays Sales Promotion Advertising Distribution Pricing Product Design Other Tools Schulz & Kitchen 2000 N.B.:...many more contact points than shown!
Brand Contact Audit Parasuraman, et al., 1985 Improvement Impact/ Importance Positive/ Negative Message sent Experience Expectation Contact Point Target Segment:
Brand Audit ,[object Object],[object Object],[object Object],[object Object],[object Object]
Message ,[object Object],[object Object],[object Object],[object Object]
Relevance/Receptivity Matrix Receptivity Relevance Schulz & Kitchen, 2000 Double-glazing sales personnel visiting new housing estate with double glazed windows. Restaurant advert during advertising break Cinema advert for car featured in the feature film Pizza delivery firm during advertising break
4 Stage Integration Tactical Coordination of Marketing Communication Redefining Scope of Marketing Communications Application of Information Technology Financial & Strategic Integration 1st 2nd 3rd 4th Schulz & Kitchen, 2000 1st Stage: High degree of interpersonal and cross-functional communication. Let by organisation, not external agencies
4 Stage Integration Tactical Coordination of Marketing Communication Redefining Scope of Marketing Communications Application of Information Technology Financial & Strategic Integration 1st 2nd 3rd 4th Schulz & Kitchen, 2000 2nd Stage: Organisations gather extensive information about their customers and apply to developing marcoms, and evaluating feedback. Also need to align with external agencies.
4 Stage Integration Tactical Coordination of Marketing Communication Redefining Scope of Marketing Communications Application of Information Technology Financial & Strategic Integration 1st 2nd 3rd 4th Schulz & Kitchen, 2000 3rd Stage Maintain accessible data sources and build globally segmented databases. Effectively incorporate data in communication planning and implementation to turn customer data into customer knowledge.
4 Stage Integration Tactical Coordination of Marketing Communication Redefining Scope of Marketing Communications Application of Information Technology Financial & Strategic Integration 1st 2nd 3rd 4th Schulz & Kitchen, 2000 4th Stage: Firm constantly monitor marcom performance from a ROI perspective. Information, knowledge linked to an ongoing evaluation of each segment on a global basis.
Control of IMC Eagle, Kitchen, Bulmer, 2007
What hinders IMC? Eagle, Kitchen, Bulmer, 2007
Next Week ,[object Object]

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W2 - Strategic Significance of IMC

  • 1. MKT4007 Strategic Integrated Marketing Communications
  • 2. Complex Comms T2 T4 T1 T3 Mass Media 1 Mass Media 2 Mass Media 3 Mass Media 5 Mass Media 4
  • 3. What makes good IMC? Creative Adverts Cool Sales Promotions Good PR Great Blogs Good-looking Sales force Consumer I want a divorce!
  • 4. What makes good IMC? Relevant Adverts Relevant Sales Promotions Relevant PR Relevant Blogs Relevant Sales force Consumer
  • 5. What makes good IMC? Relevant & Personal Adverts Relevant & Personal SP Relevant & Personal PR Relevant & Personal Blogs Relevant & Personal Sales force Consumer Relevant & Personal Communication at each point!
  • 6.
  • 7. Traditional Model Corporate Marketing Communication (Butterfield, 1997) 4 P’s Advertising etc.
  • 8. New Model Corporate Marketing Communication (Butterfield, 1997) Delivers the corporate mission and vision through the traditional marketing mix Defines corporate vision & expresses vision to stake holders 4 Ps = hygiene factor
  • 9.
  • 10. Customer’s Brand View Customer Service POP Displays Sales Promotion Advertising Distribution Pricing Product Design Other Tools Schulz & Kitchen 2000 N.B.:...many more contact points than shown!
  • 11. Brand Contact Audit Parasuraman, et al., 1985 Improvement Impact/ Importance Positive/ Negative Message sent Experience Expectation Contact Point Target Segment:
  • 12.
  • 13.
  • 14. Relevance/Receptivity Matrix Receptivity Relevance Schulz & Kitchen, 2000 Double-glazing sales personnel visiting new housing estate with double glazed windows. Restaurant advert during advertising break Cinema advert for car featured in the feature film Pizza delivery firm during advertising break
  • 15. 4 Stage Integration Tactical Coordination of Marketing Communication Redefining Scope of Marketing Communications Application of Information Technology Financial & Strategic Integration 1st 2nd 3rd 4th Schulz & Kitchen, 2000 1st Stage: High degree of interpersonal and cross-functional communication. Let by organisation, not external agencies
  • 16. 4 Stage Integration Tactical Coordination of Marketing Communication Redefining Scope of Marketing Communications Application of Information Technology Financial & Strategic Integration 1st 2nd 3rd 4th Schulz & Kitchen, 2000 2nd Stage: Organisations gather extensive information about their customers and apply to developing marcoms, and evaluating feedback. Also need to align with external agencies.
  • 17. 4 Stage Integration Tactical Coordination of Marketing Communication Redefining Scope of Marketing Communications Application of Information Technology Financial & Strategic Integration 1st 2nd 3rd 4th Schulz & Kitchen, 2000 3rd Stage Maintain accessible data sources and build globally segmented databases. Effectively incorporate data in communication planning and implementation to turn customer data into customer knowledge.
  • 18. 4 Stage Integration Tactical Coordination of Marketing Communication Redefining Scope of Marketing Communications Application of Information Technology Financial & Strategic Integration 1st 2nd 3rd 4th Schulz & Kitchen, 2000 4th Stage: Firm constantly monitor marcom performance from a ROI perspective. Information, knowledge linked to an ongoing evaluation of each segment on a global basis.
  • 19. Control of IMC Eagle, Kitchen, Bulmer, 2007
  • 20. What hinders IMC? Eagle, Kitchen, Bulmer, 2007
  • 21.