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    IMC For Brand Management

    Uploaded by

    Monica Sharma
    This document discusses integrated marketing communications and promotion strategies for building brand equity. It covers the information processing model of communications, and how an integrated marketing communications program can move consumers' brand knowledge from their current state to the desired state. The document also discusses various promotion mix elements like advertising, public relations, direct marketing, and their characteristics. It emphasizes the need for an integrated media approach to ensure consistency of messaging across different channels.

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    IMC For Brand Management

    Uploaded by

    Monica Sharma
    21 views22 pages
    This document discusses integrated marketing communications and promotion strategies for building brand equity. It covers the information processing model of communications, and how an integrated marketing communications program can move consumers' brand knowledge from their current state to the desired state. The document also discusses various promotion mix elements like advertising, public relations, direct marketing, and their characteristics. It emphasizes the need for an integrated media approach to ensure consistency of messaging across different channels.

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    IMC

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    This document discusses integrated marketing communications and promotion strategies for building brand equity. It covers the information processing model of communications, and how an integrated marketing communications program can move consumers' brand knowledge from their current state to the desired state. The document also discusses various promotion mix elements like advertising, public relations, direct marketing, and their characteristics. It emphasizes the need for an integrated media approach to ensure consistency of messaging across different channels.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    21 views22 pages

    IMC For Brand Management

    Uploaded by

    Monica Sharma
    This document discusses integrated marketing communications and promotion strategies for building brand equity. It covers the information processing model of communications, and how an integrated marketing communications program can move consumers' brand knowledge from their current state to the desired state. The document also discusses various promotion mix elements like advertising, public relations, direct marketing, and their characteristics. It emphasizes the need for an integrated media approach to ensure consistency of messaging across different channels.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 22

    IMC for Brand Management

    Today’s topics

    • Integrated Marketing Communications for Brand Equity Building


    • Information Processing Model of Communications
    • Integrated Marketing Communication Programs
    Role of Marketing Communications
    • Inform, Persuade and Remind
    • Voice of the Brand
    • Biggest evidence of the brand after the product itself
    • Ability to elicit “differential response” for the brand

    1. Current 2. Desired
    Brand 3. Communication Brand
    Knowledge Knowledge

    • What is your current • How does the comm. option • What is your desired
    Brand Knowledge? help the brand get from brand knowledge?
    • Have you created a current to desired knowledge • Have you defined
    detailed mental map? with consumers? optimum POD, POP and
    brand values?
    Information Processing Model

    Six Steps of William McGuire on desired Pitfalls


    effect of communication
    • Exposure – seeing or hearing • Media plan failure to reach audience
    • Attention – noticing • Boring creative
    • Comprehension – understand the • Lack of category knowledge
    message • False claims
    • Yielding – Favorable response
    • Lack of immediate perceived need
    • Intentions – Desire to act • Failure to recall
    • Behavior – Actual action
    Information Processing Model - Desirables

    • Right consumer exposed to right message at right place


    and time
    • Creative strategy causes the person to notice the ad
    without distracting him from the central message
    • The ad addresses consumers understanding of brand and
    product
    • Delivery towards POD and POP
    • The ad persuades the customer to purchase
    • The ad gives instant recall to customer at point of purchase
    Promotion mix

    • Advertising
    • Public Relations
    • Direct Marketing
    • Point of purchase advertising
    • Trade and consumer promotions
    • Event sponsorships
    • Concept of Activations
    • Digital Media
    • Personal Selling
    Promotion mix

    • Advertising • Broadcast – TV, Radio, Cable


    • Public Relations • Print – Magazine, Newspaper,
    • Journals
    Direct Marketing
    • Cinema / Dramas
    • Point of purchase advertising • Out-of-home (calcium sandoz)
    • Trade and consumer • Events sponsorship
    promotions • Digital – Internet and Mobile
    • Event sponsorships
    • Concept of Activations
    • Digital Media
    • Personal Selling
    Promotion mix

    • Advertising • Credibility
    • Public Relations • Being “newsy”
    • • Press releases
    Direct Marketing
    • Thought leadership
    • Point of purchase advertising • Maverick companies and PR
    • Trade and consumer Case – Vanguard Funds
    promotions
    • Event sponsorships
    • Concept of Activations
    • Digital Media
    Promotion mix

    • Advertising • Toll free numbers


    • Public Relations • Response coupon mailers
    • • Tele-calls
    Direct Marketing
    • Permission based marketing
    • Point of purchase advertising
    • Trade and consumer
    promotions
    • Event sponsorships
    • Concept of Activations
    • Digital Media
    Promotion mix

    • Advertising • Shelf talkers


    • Public Relations • Aisle Markers
    • • Shopping Card ads
    Direct Marketing
    • In-store radio / tv (Jumbo king)
    • Point of purchase advertising
    • Trade and consumer
    promotions
    • Event sponsorships
    • Concept of Activations
    • Digital Media
    Promotion mix

    • Advertising • Trade promos


    • Public Relations • Deals and buying allowances
    • • PoP allowances
    Direct Marketing
    • Incentives/ contests
    • Point of purchase advertising • Training
    • Trade and consumer • Trade Shows
    promotions • Cooperative advertising
    • Event sponsorships
    • Concept of Activations • Consumer promos
    • samples
    • Digital Media
    • Discounts
    • Bonus packs
    • Rebates…e.t.c.
    Promotion mix

    • Advertising • Sports
    • Public Relations • Arts
    • • Entertainment
    Direct Marketing
    • Fairs and Festivals
    • Point of purchase advertising • Cause Related
    • Trade and consumer
    promotions
    • Event sponsorships
    • Concept of Activations
    • Digital Media
    Promotion mix

    • Advertising • Local Area Marketing


    • Public Relations • Engaging vs. Intruding
    • • Intended to bring about change
    Direct Marketing
    in behaviour
    • Point of purchase advertising • Uses local media to promote
    • Trade and consumer an activity related to the brand
    promotions
    • Event sponsorships
    • Concept of Activations
    • Digital Media
    Promotion mix

    • Advertising • Internet
    • Public Relations • Banners – CPC and CPM
    • • Search – Sponsored and
    Direct Marketing
    organic
    • Point of purchase advertising • Custom Sites
    • Trade and consumer • Gaming (eg Second life)
    promotions • Social Media and Blogs
    • Event sponsorships
    • Concept of Activations • Mobile
    • Sms and value added serv.
    • Digital Media
    • Content
    • Blue-casting
    • Rich content
    Characteristic of each medium

    • Television?
    – Audio + video
    – High reach and impact …. More

    • Newspapers?
    • Magazines?
    • Direct Response?
    • Outdoors?

    Can only one medium, say TV serve our purpose??


    Flashback
    Doordarshan, Humlog,
    Ramayan, Chitrahaar,
    Sunday movies, He-man, AIR, Vividhbharati,
    Spiderman, Samachaar Cibaca Geetmala,
    Bournvita Quiz contest
    Today…..
    Need for integrated media

    • Media usage is far more fragmented


    • Urban populace is spending more time out-of-home
    • Customers are well informed. Information travels fast
    • The retail marketplace is getting organized
    • Technology is becoming more and more user friendly
    • Internet and Mobile show promising prospects
    Case Study – Women Horlicks

    • Brand Challenge – The change needed


    • The new Target audience – Working Woman
    • TV commercial with Konkona Sen
    • Website – Indianwomenshealth.com
    • Events sponsorship – Woman’s day event – Yami
    • “Micronutrients recommended by WHO”
    • “no added sugar. Less fat”
    • Doctor’s contact programme
    Integrated Media mix

    Public Relations Television and


    Print

    n ce
    die
    Au

    Internet Presence
    Matching communication options

    • Coverage – proportion of Audience reached


    • Contribution – ability to create desired response
    • Commonality – consistency across media
    • Complementarity
    • Versatility
    • Cost
    Guidelines for Integrated Communications

    • Analytical – consumer behavior


    • Curious – understand whats of

    Be
    value to customers
    • Single – minded
    • Integrative – consistency in
    message
    • Creative
    • Observant – keep track
    • Patient – long- term
    • Realistic

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