Marketing Communication-3 - Integrated MarCom (IMC)

Marketing
Communication
Integrated Marketing Communication
Part THREE out of Four

Danny Abramovich
Marketing Plan Specialist

1 www.marketingPlanNOW.com Integrated MarCom

Course Introduction, Main Topics
Background: CB ü
Human Communication ü
Marketing Communication ü
Creativity ü
Integrated MarCom
Global IMC

4. Integrated MarCom4Definition

Integrated MarCom is . . .
Speaking with one voice!

Integrated MarCom Plan is . . .
Learning how to speak with one voice!
0. Background: CB 3. Creativity
3 www.marketingPlanNOW.com MarCom
1. Communication 4. Integrated Integrated MarCom
2. MarCom 5. Global IMC

4. IMC4Definition
A concept of marketing communications
planning that recognizes the added value of
a comprehensive plan that evaluates the
strategic roles of a variety of
communication disciplines and combines
these disciplines to provide clarity,
consistency and maximum communications
impact.

4. IMC4Objectives 1 out of 2
The primary goal of an IMC program is
to support perceptual values:
Vc = Value to customer
QP + QS + I
Qp = Quality of product VC =
T .c .o
Qs = Quality of service
I = Image and status
T.c.o = Total cost of ownership


4. IMC4Objectives 2 out of 2
The primary goal of an IMC program is
to communicate. Planning should be
based on communication objectives such
as brand awareness, knowledge, interest,
attitudes, image and purchase intention.

Note:Sales are a function of many factors,
not just advertising and promotion!


4. IMC4Who?

Parties in the IMC Process?
Ø Advertiser or Client Ø MarCom Specialists:
§ Direct Marketing Agencies
Ø Advertising Agency
§ Sales Promotion Agencies
Ø Media Organizations § Interactive Agencies
Ø Collateral Services § Public Relations Firms


4. IMC4Who?

Services of an advertising agency
Ø Account services
§ The link between agency and client
Ø Marketing services
§ Research department
§ Media department
Ø Creative services
Copywriters, designers, other specialists


4. IMC4Who?

Who is the integrator of MC . . . ?
Account Manager
Traffic Coordinator
Media Planner
Creative
Copywriter


4. IMC4Who?
4 Account Manager Account Manager serve as
Traffic Coordinator a liaison between the client
Media Planner and the various departments
Creative of an advertising agency.
Copywriter Account Managers
coordinate all activities provided by each of the
departments in order to offer the client the best
service possible.


4. IMC4Who?
Account Manager The Traffic Coordinator is
4 Traffic Coordinator responsible for coordinating,
Media Planner developing timetables,
Creative meeting deadlines, obtaining
Copywriter approvals at each stage of the
ad development process and overseeing all
aspects of the production of an ad.


4. IMC4Who?
Account Manager Media Planners are
Traffic Coordinator Responsible for the evaluation
4 Media Planner and selection of media as well
Creative as the development of the
Copywriter media plan. The Media
planner will suggest a plan of action for the
client. In many agencies the Media Planner
purchases the media.


4. IMC4Who?
Account Manager The Creative Director is a
Traffic Coordinator skilled professional who has
Media Planner the know-how to manage an
4 Creative entire creative staff. The
Copywriter Creative Director is
responsible for all aspects of producing an ad,
including the copyrighting, design and
commercial production.


4. IMC4Who?
Account Manager
Traffic Coordinator
Media Planner
4 Creative
Copywriter


4. IMC4Who?
Account Manager A Copywriter is responsible
Traffic Coordinator for supplying the copy of an
Media Planner ad. For example, in a
Creative commercial the copy needed
4 Copywriter is a script. In a magazine,
the copy is a headline plus the main body. The
copywriter is expected to come up with “catch
phrases”.


4. IMC4Who?
Account Manager
Traffic Coordinator
Media Planner
Creative Have a break…
Have a Kit Kat
4 Copywriter


4. IMC4Who?
Account Manager
Traffic Coordinator
Media Planner
Creative
4 Copywriter There are some things money
can’t buy
It’s everywhere you want to be
Don’t leave home without it


4. IMC4Who?
Account Manager
Traffic Coordinator
Media Planner
Creative
4 Copywriter


4. Integrated MarCom4


4. Integrated MarCom4
Example of the Commission System


4. IMC4Application
Message Decisions
•Message strategy
•Message execution

Objectives Setting Budget Decisions Campaign Evaluation
•Communication •Affordable approach •Communication impact
objectives •Percent of sales •Sales Impact
•Sales objectives •Competitive parity
•Objective and task

Media Decisions
•Reach, Frequency
•Media types
•Media timing


Objectives
Budget

4. IMC4Application Message
Media
Evaluation

1. Basic issue the advertising must address.
2. Communication/ advertising objectives.
3. Target audience (English-speaking).
4. Major theme or unique selling points to
communicate.
5. Creative issues (how is the message
encoded visually & verbally, appeal).


Objectives
Budget

Media
Evaluation

Select an approach or two for a given
budget of EURO 600K
• Marginal Approach
• Available Funds Approach
• Percentage of Sales Approach
• Return on Investment Approach
• Market Share Approach


Objectives
Budget

Media
Elements of a Print Ad: Evaluation

Headline

Visual

Body Copy
Identification Marks


Objectives
Budget

Media

Headline
§ Attract reader’s attention & interest.
§ Direct Headline – straightforward about the product.
§ Indirect Headline – provokes curiosity.
Subheads
§ Smaller than the headline, larger than the copy.
§ Can be used to break up large amounts of copy.
Body copy
§ The main text portion of a print ad.


Objectives
Budget

Media

Visual Elements
§ Must attract attention!
§ Communicate idea or image.
§ Work in synergistic fashion with headline and
copy.
§ Illustrations such as drawings or photos.
§ Identification marks such as trademarks, logo
and brand name.


Objectives
Budget

Media

Layout or Format
§ The physical arrangement of the various
elements of a print ad including headline,
subheads, body copy, illustrations, and
identifying marks.
§ Decisions include size, color, white space.


Objectives
Budget

Media
Elements of an Evaluation

Electronic or Vocal Ad:
Commercials can be planned
by using a s t o r y b o a r d
format as part of the creative
process.


Objectives
Budget

Media
Inter, Intra and non media Evaluation

Inter-media: Vocal (radio) or electronic (TV)?
Intra-media: Le Figaro or le Monde?
Out-of-home media: Billboards, in-store…
Non-media: Direct marketing, PR, exhibitions!
Another approach: separate MarCom
investments into Messages and Incentives:
– Messages = values in the head
– Incentives = values in the hand


Objectives
Budget

Media
Types of Media (Typology) Evaluation

Dynamic

Impersonal Personal

Static

38 Journal ofwww.marketingPlanNOW.com no. 3
Marketing, 1996, vol. 60, Integrated MarCom

Objectives
Budget

Media
Types of Media (Typology) Evaluation

Dynamic

Impersonal Personal

Static

39 Journal ofwww.marketingPlanNOW.com no. 3
Marketing, 1996, vol. 60, Integrated MarCom

Objectives
Budget

Media
Basic Media Terminology Evaluation

ØPrint Media – Publications: newspapers, magazines, etc.
ØMedia Vehicle - The specific message carrier: CNN, etc.
ØCoverage - The potential audience that might receive the
message through the vehicle.
ØFrequency - The number of times the receiver is exposed
to the vehicle in a specific ¾ period (quantitative).
ØReach - The % of the targeted audience that had the
chance to be exposed to the ad in the vehicle at least ones
by in a given period of ¾ (qualitative).


Objectives
Budget

Media
Frequency (F) & Reach (R) Evaluation

Ÿ One exposure of an ad to a target group within a purchase
cycle has little or no effect!
Ÿ The central goal of productive media planning should be
to enhance F rather than R!
Ÿ An exposure F of two (2) within a purchase cycle is an
effective level!
Ÿ An ad wear out is not a function of too much F. It is more
of a creative or copy problem!


Objectives
Budget

Media
Media Trends, an example Evaluation

Personal Video
Recorders such as
TIVO may change
the way people
watch television!

DVR – digital
video recorder


Objectives
Budget
Message
Media
Evaluation

Satellite Radio
may change the
way people listen
to the medium!

www.xm.com
www.sirius.com


Objectives
Budget

Media
Evaluation
What is an
EXPERT
evaluation?


Objectives
Budget

Media
Evaluation
The advanced
Web evaluation!
User Generated Content - UGC by research
companies such as


Objectives
Budget

Media
Evaluation
What is a RATING evaluation?
Frequency - The number of times the receiver
is exposed to the vehicle in a specific time period.
Reach - The % of the targeted audience that had
the chance to be exposed to the ad in the vehicle
at least ones by in a given period of ¾ (Reach+1)
GRP - Gross Rating Points, F X R = points


Objectives
Budget

Media
Evaluation
Evaluating COST of media
Cost Per Thousand (CPT)
The cost to reach one thousand people.
Cost of ad space
CPT = (absolute cost) X 1,000
Circulation


Objectives
Budget

Media
Evaluation
How to evaluate cost of media?
If CPT = The cost to reach thousand people,
what is Cost Per Effective Thousand (CPeT)?
Cost Per Response (CPR)?
Cost Per Effective Response (CPeR)?
Gross Impressions is the cumulative
number of exposures!


Objectives
Budget

Media
Age: 30-54 Ÿ Income/ Education: average Evaluation

a b c d e f g h i
Appear- Net Frequency GRP Reach+3 CPT Gross CPT Total
Reach % impressions impressions Budget
ences
(Reach+1) (000)

10 75.1 2.2 165 25.7 94.8 1,624 43.10 70,000
times % times points % Euro people Euro Euro
10 ¾ of Targeted Rating ¼ of Cost to Accumul Cost of budget/
appear- target audience points target reach -ative 1000 vehicle
ences audience exposed audience targeted no. of exposures
(day & exposed more than exposed 1000 exposures
time) <1 time twice <3 times ind.
Freq=1 bXc Freq=3 hXc i/g

4. IMC

51 Next Issue: Global IMC
www.marketingPlanNOW.com Integrated MarCom

Marketing
Communication
Integrated Marketing Communication
Part THREE out of Four

Danny Abramovich
Marketing Plan Specialist


4
Chapter
keting
l mar
globa unication
com m

Marketing Communication-3 - Integrated MarCom (IMC)

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