IMC AND BRANDING: GOING BEYOND

IMC AND BRANDING

Brand I dentity is a
combination of factors:
Name, logo, symbols,
design, packaging,
product or service
performance, and image
or associations in the
consumers mind.
I MC plays a major role
in the process of
developing and
sustaining brand
identity and equity.
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
BRANDING COMMUNICATIONS
Marketing Communications Objective
To enhance brand equity by moving customers to
favorable action toward the brandtrying it,
repeat purchasing it, and becoming loyal toward
the brand.
Brand Equity
The degree to which consumers favorably
perceive the brands features and benefits as
compared to competitive brands and how strongly
these views are held in memory
Making Brand-Level Marcom Decisions and Achieving Desired
Outcomes
From IMC to IBP


C
o
u
p
o
n
s
Coordinated promotional
activities reinforce one
another
PPT 1-18
Integrated Brand Promotion (IBP) is the process of using a wide range of promotional tools
working together to create widespread brand exposure.
IBP is a process
IBP uses a wide ranges of tools including:
Advertising
Point of Purchase (in-store) materials
Direct Marketing (catalogs, infomercials, email)
Personal Selling
Internet advertising
Blogs
Podcasting
Event sponsorship
Brand entertainment (product placement on TV shows, in movies)
Outdoor signage/billboards
Public relations
Influencer (peer-to-peer) communications
Corporate advertising

What is Integrated Brand
Promotion?
MARCOM: MAIN OBJECTIVES
INFORMING
Product Launch
phase
Explanations of
Products
features & benefits
REMINDING
Product
Sales Growth phase
Competitive
positioning



PURSUADING
Product Maturity phase
Applies to consumers memory
(brand specific)
TARGET
AUDIENCE
VALUE OF OBJECTIVES
Communication.
Help to orient everyone involved in the IMC program
toward one, common goal.
Planning and decision making.
Serve as criteria for developing plans and making
decisions.
Measurement and evaluation of results.
Provide the standards and benchmarks for evaluating
results.
TYPES OF OBJECTIVES
Marketing objectives.
Statements of what is to be accomplished by the
overall marketing program within a given time period.

Defined in terms of specific measurable outcomes.

TYPES OF OBJECTIVES
IMC Communication objectives.
Statements of what the communications will
accomplish.
Based on the particular communication tasks required
to deliver the appropriate messages to the specific
target audience.

The message is delivered at a relevant point within the
targets purchase decision making process and
consumption experience.
TYPES OF OBJECTIVES
Sales objectives.
Carryover effect- money spent on advertising does not
necessary have an immediate impact on sales.

Sales objectives offer little guidance for planning and
development of the IMC program.

Poor sales can be the result of many factors.
FACTORS AFFECTING SALES
Product Quality
Promotion
Distribution
Competition
Technology
The Economy Price Policy
SALES
THE DAGMAR APPROACH
Define
Advertising
Goals for
Measuring
Advertising
Results

THE DAGMAR APPROACH
Using DAGMAR, an advertising goal involves a
communication task that is specific and
measurable.
It is based on a hierarchical model of the
communication process.
Awareness
Comprehension
Conviction
Action
CHARACTERISTICS OF OBJECTIVES
Well-Defined Target Audience
Concrete Measurable Communication Tasks
Existing Benchmark Measure
Degree of Change Sought
Specific Time Period
Specific Measurable-Attainable-Realistic-Timely
LIMITATIONS OF DAGMAR
Problems with response hierarchy
Consumers do not always go through this sequence of
the communication effects before making a purchase.

Practicality and costs
Research costs more than it is worth.

Inhibition of creativity
Imposes too much structure.
COMPREHENSIVE RESPONSE MODEL
APPLICATIONS
Lavidge and Steiner Hierarchy of
Effects Model
As consumers proceed through the three stages, they
move closer to purchase.
Cognitive -- Affective -- Conative
Consumers are not expected to respond to advertising
immediately.

Ads must provide relevant information and create
favorable predispositions toward the brand before
purchase behavior will occur.
EFFECTS OF ADVERTISING ON CONSUMERS
Conative
Realm of motives.
Ads stimulate or direct
desires.

Affective
Realm of emotions.
Ads change attitudes
and feelings

Cognitive
Realm of thoughts.
Ads provide information
and facts.
Purchase

Conviction

Preference

Liking

Knowledge

Awareness
Point of purchase
Retail store ads, Deals
Last-chance offers
Price appeals, Testimonials




Competitive ads
Argumentative copy

Image copy
Status, glamour appeals


Announcements
Descriptive copy
Classified ads
Slogans, jingles, skywriting

Teaser campaigns
COMMUNICATIONS EFFECTS PYRAMID
Lower level objectives such as awareness and
knowledge or comprehension must be
accomplished first.

The initial stages are easier to accomplish than
than those toward the top.

The percentage of prospective customers will
decline as they move up the pyramid.
COMMUNICATIONS EFFECTS PYRAMID
90% Awareness
70% Knowledge
40% Liking
25% Preference
20% Trial
5% Use
TRADITIONAL ADVERTISING-BASED VIEW OF COMMUNICATIONS,
FOCUSES ON WHAT THE MARKETER WANTS TO SAY, WHEN THE
MARKETER WANTS TO SAY IT.
Purchase
Behavior
Attitudes Knowledge Preference Conviction
One-Way
Linear
Advertising Through Media
Acting on Consumers
SETTING IMC OBJECTIVES

TARGET AUDIENCE
In setting the direction for any IMC plan or
component, there must be a clear idea of the
customer status of the target audience.

The key question Is the communication
directed towards current customers or non
customers?

TARGET AUDIENCE
Current Customers
Brand Loyal Customers regularly buy the firms
products.

Favorable Brand Switchers buy the focal brand, but
also buy other brands within the product category.

TARGET AUDIENCE
Non-customers
New category users customers not currently
purchasing in the focal brands product category.

Other brand switchers purchase a few different brands
within the product category, but not the focal brand.

Other brand loyals purchase only one brand and are
completely loyal.
BEHAVIORAL OBJECTIVES
Trial
Brand trial purchase a consumers first
purchase of a focal brand.
Brand trial objectives are established as
consumers naturally enter the market as they reach a
certain age or have income.
Brand re-trial purchase a consumers first purchase
of a focal brand after some time delay.
Brand re-trial objective focuses on the length of delay
between purchases.
BEHAVIORAL OBJECTIVES
Trial
Category trial objective
Category trial purchase a consumers first purchase
in a product category that the consumer had not
purchased previously.
Repeat purchase
A customers continued purchase of a focal brand
within a specified time period.
Repeat purchase objective how often to purchase, how
much to purchase, when to purchase.
BEHAVIORAL OBJECTIVES
Purchase Related Behaviour
An action that consumers take that will lead to a higher
probability of consumption.

Repeat Consumption
The continued consumption of a brand once
purchased.
Repeat Consumption Objective For communicating with
current brand purchasers who have the product.

COMMUNICATION OBJECTIVES
Category Need
Pertains to whether the target audience feels the need
to purchase within the actual product category.
Category can be: omitted, reminded or emphasized

Brand Awareness
Creating a deeper understanding and knowledge of the
brand.
Forms of Brand Awareness: recognition and recall

COMMUNICATION OBJECTIVES
Brand Attitude
Prior understanding of the existing brand attitude is
needed to choose an option.
Brand Attitude Options: established, maintained, increased,
modified, or changed.

Brand Purchase Intention
Brand Purchase is assumed or generated.

Purchase Facilitation
Purchase facilitation is included or omitted.
THE MARKETING PLAN
The importance of marketing planning
Marketing plan
Effect of the marketing plan on advertising
Top-down marketing
Situation analysis
Marketing objectives
Marketing strategy
Marketing tactics
THE ADVERTISING PLAN
Reviewing the marketing plan
SWOT analysis
Setting advertising objectives
Understanding what advertising
can do
The advertising pyramid
The old model vs. the new
THE PLANNING CYCLE
Are we
there?
If not,
why not?
Where are
we?
Where could
we be?
Market
Consumers
Results Feedback
Situation
Analysis
Co. Potential
Where do
We want
to go?
Objectives
and Strategy
How do we
get there?
Lets get
there
Plan
Implementation
12-33
Advertising creativity is a product of
teamwork between copywriters, art directors,
and even broadcast directors work together
to generate concept, word, and picture ideas.
In advertising, creativity if both a job
description and a goal.
Creativity is a special form of problem solving.
THE ROLE OF CREATIVITY IN
ADVERTISING
12-34
CREATIVE BRIEF
Spells out the creative strategy and key
execution details
Prepared by the account planner to
summarize the basic marketing and
advertising strategy
Provides direction to the creative team to
develop a creative concept
12-35
KEY POINTS IN A CREATIVE BRIEF
Problem that can be solved by communication.
Target audience and key insights into their
attitudes and behavior.
Brand position and other branding decisions, such
as personality and image.
Communication objectives that specify the
desired response to the message by the target
audience.
Proposition or selling idea that will motivate the
target to respond.
Media considerations about where and when the
message should be delivered
Creative direction that provides suggestions on
how to stimulate the desired consumer response.
These arent creative ideas but may touch on such
execution or stylistic direction as the ads tone of
voice.