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Transcript
Advertising and Communication IMC Model Marina Psiloutsikou [email protected] ICM Integrated Marketing Communications One message Multiple channels Multiple recipients Synergistic effects Focus on relationships and experience Integrated organization Levels of IMC Coordination Achieve “one look, one voice” Send the same message Focus on the total customer experience Measure of communication efforts performance (Short/Long-term) ROI Set customer behavior objectives Examples of communication goals Develop brand awareness Increase good/service category demand Change customer beliefs or attitudes Enhance purchase actions Encourage repeat purchases Build customer traffic Enhance corporate image Increase market share Increase sales …. Levels of IMC Redefine the scope of marketing communication Include all possible contact points Search for a deep (rather than superficial) understanding of customers What they do? Why? How they feel? Coordinate cross-functional communication (sales, direct marketing advertising, PR) Internal marketing to stakeholders Levels of IMC Use of information technology Databases to manage customer information Internal dissemination of customer information Electronic messages Social Media Your assignment Describe a complete communication and advertising plan based on the IMC model. Choose any product or service you wish, actual or hypothetical. Provide a clear description of the product/service you have chosen. Market (SWOT/PEST) Customers (STP) Competition (5 forces) Your assignment State the goal(s) of your communication campaign (quantitative and qualitative, financial and other) and connect it (them) to specific actions and budget. Focus on the core message and the relationships you wish to build or maintain with your customers and the other shareholders. Include specific actions in advertising, public relations, direct marketing and sales. Discuss the potential synergistic benefits.
