marketing assignment 1000 words

MKT201 Integrated

Marketing Communications

Introduction to IMC

and Brand Enhancement

Lecture 1

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Icon Meaning Activity

Take notes

These are important points and you

should take notes.

You will be required to know this

information.

Individual

Activity

Students complete an individual task.

Group Activity Students discuss/ complete activities in groups and report back to the class.

Research

required

You will need to research this and do

some reading before the next class.

Important

Concept

You MUST understand this concept to

successfully complete the subject. Seek

help if you don’t understand.

Practice

Questions

Students will complete these questions as

practice for the exam.

This Topic’s Big Idea

“All companies use marketing

communications in some form or

another – it is critical component of

effective marketing”

Learning Objectives

1. Understand the nature of marking communications

2. Understand the foundations of integrated marketing communications

3. Explain the marketing communication process

4. Understand the concept of brand equity, and explain the rational of co-branding

5. Explore the concept of I-Branding

What is

Marketing Communication?

Marketing – consists of the marketing mix strategies that organisations develop to transfer value, through exchange, to their consumer

Communication – is a process that conveys shared meaning between individuals, or between organisations and individuals

Marketing Commination- represents all the elements of the marketing mix that facilitate exchanges by targeting the brand to a group of customers

The Marketing

Communication Mix

Integrated Marketing

Communications (IMC)

The concept relies on delivering the marketing message to all relevant

stakeholders.

Synergy works to ensure that all

marketing communications are

coordinated and consistent.

A process determines the types of messages and media channels

that will best reach the chosen market

segment.

What is Integrated Marketing

Communication (IMC)? – The coordination of forms of traditional marketing mix with online marketing and social media combined with the other aspects of a brand’s marketing mix (product, price, place) so that elements speak with one voice”

Watch Me: https://www.youtube.com/watch?v=k6WF0O1Mnvk& list=PLpuVnBP5V7v5zvSYjbE-rOs2vpQmyIrO1

Key Features of IMC:

1. Profile the identified target market

2. Use the relevant media channels

3. Achieve communication synergy

4. Influence the target’s market behaviour

5. Build customer relationships

Changes in Marketing

Communication Practices

Reduced dependency on

mass media advertising

Increased reliance on

focused communication

methods

Increased demands on

communication suppliers

Increased efforts to assess marketing

communications’ return on

investment

Ethical changes to marketing

communication practices

Marketing Brand – Level

Communication Decisions

Fundamental marketing

communication decisions

Position and target

(What to say and who to reach)

Budget (How much to

spend)

Objective

(What to accomplish)

Setting objectives

and budgeting

• Communication decisions reflect the brand’s

goals.

• Some goals include:

– introduction, building and defending a brand

– developing awareness, recall and intention to buy the brand.

• Communications decisions should remain

cost-effective

Positioning and Targeting

A brand’s position is directly related to the

target segment.

The position represents the brand’s meaning and shows off its uniqueness.

Targeting offers a cost-effective approach to communications.

Positioning and targeting encompass demographics, values and lifestyles.

IMC Building Blocks

IMC is a communication process involving

the planning, creation, integration and

implementation of diverse forms of

marketing communications that are

delivered over time to a brand’s targeted

customers and prospects.

Implementation Decisions

Program Evaluation

• Measure campaign results against marketing

objectives.

• Measure communication outcomes:

– Awareness

– Comprehension

– Attitude

– Attention

• Increasing accountability related to effectiveness.

The Concept of

Brand Equity A Brand – is a name, term, symbol, or design, or a combination pf them, intended to identify the goods and services of one seller group or group od sellers and to differentiate them from those of competition

Watch Me:

https://www.youtube.com/ watch?v=sQLlPC_alT8

The associations (specific thoughts and feelings) about a particular brand

• Stored in memory

• Recollections of experiences

• Conceptualised as:

– type

– favourability

– strength

– uniqueness

A customer-based brand equity

framework

Brand Equity

Brand Image

The associations (specific thoughts and feelings) about a particular brand

• Stored in memory

• Recollections of experiences

• Conceptualised as:

– type

– favourability

– strength

– uniqueness

The Brand

Awareness Pyramid Brand recall - is the extent to which a brand name is recalled as a member of a brand, product or service class.

Brand recognition - is extent to which a consumer can correctly identify a particular product or service just by viewing the product or service's logo, tag line, packaging or advertising campaign.

Brand Knowledge

Brand awareness

• Does a brand name come to mind when consumers think about a particular product category? How easily is the name evoked?

Brand image

• What types of associations (thoughts and feelings) come to consumers’ minds when deciding whether to purchase a particular brand?

Leveraging brand meaning from

various sources

Extending the Brand

• Co-branding

• Ingredient branding

• Products carry multiple brand names.

• Associations of each brand are likely to be shared.

• The names of brands that make up a product can be promoted, leading to more favourable and stronger associations.

Some brands have exceptional (global) presence.

This can be measured globally by researching:

• awareness

• perceived quality

• intention.

Watch Me: https://www.youtube.com/watch?v=wFO_NmiMhio

Changes in IMC and Brand Equity

74 Years of McDonald's Marketing

Watch Me:

https://www.youtube.com/watch?v=wcawawyVzYo

MacDonald’s Logo, digital image, viewed on 7th of July 2015, http://mcdonalds.hr/

Top 10 Most Valuable Australian

Brands 2017

Image adopted from: The most valuable Australian brands of 2017, viewed on 16th of February 2017

http://brandirectory.com/league_tables/table/australia-100-2017

4 Pillars of

Internet Branding

Adopted from: Simmons, G, Brychan, T, Yann, T 2010, Managing i-branding to create brand equity, European Journal of Marketing,

Vol 44 issue 9/10, pp1260-1285, viewed 16th of February 2016 from Emerald Insight Online Database

Marketing Communications

Understanding Consumers

Content Interactivity

Understanding Customers

This more personalised understanding of customers is viewed as a critical opportunity in developing the internet as a channel to create brand equity. In achieving this there are various online tools that can be utilised, such as:

• server-side data capture – web analytics

• client-side data capture – cookies

• online surveys

• database marketing

Marketing Communications

• Online communications combines mass media’s reach with the personolised inherent in two-way dialogue

– Previously only possible using personal promotions

• Online communications is perception risk mediation tool

• Opportunity to send a message and receive feedback instantaneously

Interactivity

• Simple Syndication (RSS) feed - is a free internet service that allows consumers to choose what they want to read, listen to and watch and have it sent to them electronically.

• RSS differs from e-mail newsletters in that the consumer has the power to be almost infinitely selective. – Consumers can visit web sites of interest customising the

content they want to receive, while secure in the knowledge that they will not receive any additional or irrelevant information.

• The personal context of interactivity incorporates the rise of social networking – MySpace,

– Facebook

– Blogs

– Brand community sites.

Content

• While businesses have varying goals online, a key influence on their

success will depend on the level of satisfaction and trust customers

feel towards the internet presence

• Consumer assessments of trust and satisfaction online:

– Convenience

– Site design

– Financial security

– Product related information

• Fundamental error of web site design is to structure a site to mirror

the way in which the business is structured, rather than to mirror the

users’ tasks and their views of the information space

Content (Cont.)

• Machine-based interactivity:

– downloading

– e-form inquiry

– order status tracking

– customer comment facilities

• To create branding opportunities:

– “flow” a holistic experience that individuals

feel when they act with total involvement

Kogan

If Kogan was a

pop-up store..

Watch Me: https://www.youtube.com/watch?v=i6hVSfyWa0k

Do you think Kogan successfully applied all

of the four pillars of I-branding to it’s

business?

Next Week

The Communication Process