BSB126 Lecture Notes - Lecture 11: Integrated Marketing Communications, Microsite, Flickr
Marketing – Integrated Marketing Communications (IMC)
- A comprehensive approach that coordinates a variety of marketing communication
disciplines
- Advertising, packaging, direct marketing, sales promotion, PR
- Everything is a message – all elements send a consistent message
- Start with the customer or prospect
oWhat is relevant to the consumer?
oWhat perception does the consumer have?
oConsistent across the board but relevant to each individual
- Synergy (1+1>2)
- Use any form of relevant contact or touch point
oWebsite
oTelevision commercials
oApps
oFace-to-face
oAssociated services/Third party suppliers
- Speak with a single/consistent voice
- Build relationship
- Brand recall vs. Brand recognition
oRecall: remembering the brand name without any aid; strong memory is required
oRecognition: correctly identifying the brand when consumers see the brand; strong
memory is not required
oWith purchases made in retail store, recognition is enough
- Planned vs. unplanned messages
oPlanned: High controllability (advertising, planned event, packaging design)
What are we going to say?
How are we going to say it?
Low impact
oUnplanned: Low controllability (employee gossip, eWOM)
Consequence of planned messages
High impact
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
A comprehensive approach that coordinates a variety of marketing communication disciplines. Everything is a message all elements send a consistent message. Start with the customer or prospect: what is relevant to the consumer, what perception does the consumer have, consistent across the board but relevant to each individual. Use any form of relevant contact or touch point: website, television commercials, apps, face-to-face, associated services/third party suppliers. Brand recognition: recall: remembering the brand name without any aid; strong memory is required, recognition: correctly identifying the brand when consumers see the brand; strong memory is not required, with purchases made in retail store, recognition is enough. Planned vs. unplanned messages: planned: high controllability (advertising, planned event, packaging design) Low impact: unplanned: low controllability (employee gossip, ewom) High impact: social media allows brands to listen to what consumers think about the brand make changes if needed, look at competitors (are they viewed as better than us?)
