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INTEGRATED MARKETING
COMMUNICATIONS
LECTURE 5:
THE DECISION SEQUENCE
MODEL (DSM) AND THE FIRST
STEP OF APIC – ANALYSIS
(LEADING TO PLANNING –
TARGETS, OBJECTIVES &
POSITIONING)
Objectives
• Understand the nature and principles of the
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decision sequence model (DSM)
Gain recognition of a variety of DSMs and
appreciate the subtle differences between
DSMs
Understand the elements of DSMs and in
particular key analysis factors
Appreciate the importance of the identification
of targets at an early stage in the process
Appreciate the nature and importance of
objectives in the planning process
Understand the ideas behind positioning as
part of the planning process
WHAT IS A DECISION SEQUENCE
MODEL (DSM)?
• A framework for the development of an
integrated marketing communications
strategy
• A way to develop integration through and
across the line i.e.
– marcomms strategy emanating from
corporate and marketing strategy;
– and all marcomms mix factors working
together synergistically
DSM MODELS
• Most contain the following elements
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analysis
objectives
} planning
marcomms strategy
}
budgeting
} implementation
implementation }
evaluation/control
DSM MODELS
• There are many to choose from to assist
marketers
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APIC (Copley 2004)
Rothschild (1987)
Shimp Brand Equity (1997)
SOSTAC (Smith, Berry and Pulford 1997)
Rossiter and Percy(1997)
Belch and Belch
Fill KFA (1995) and Context Analysis (2002)
Marketing Communications
Planning Models
Marketing Communications
Planning Models
Marketing Communications
Planning Models
DSM: ANALYSIS (APIC)
1. Targets (existing customers, prospects or
other key influentials)
2. Product
3. Company/Organisation
4. Environment (micro and macro)
DSM: Analysis (APIC)
1. Targets
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Customer databases
Product differentiation and branding
Decision processes and influences
Segmentation (descriptors)
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Demographics
Geographics/geodemographics
Psychographics
Behavioral
DSM: Analysis (APIC)
2. Products
• Assessment of product class
• USP?
• Perceptions
• Benefits analysis
• Decision type
DSM: ANALYSIS (APIC)
3. Assessment of the company/
organisation
• Mission, objectives etc
• Resources and capabilities
• Culture and trends
DSM: ANALYSIS (APIC)
4. Environment
• Ref lecture 4
• Micro – stakeholders, competition,
suppliers
• Marco - PEST
DSM: PLANNING (APIC)
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Target Audiences
Objectives
Positioning
Strategy
DSM: PLANNING (APIC)
1. Target audiences
• Who is the target of the campaign
– Primary targets
– Secondary targets
DSM: Planning (APIC)
2.Objectives
• Hierarchical from the mission down to
marketing communications
• SMART i.e. specific, measurable,
achievable, relevant, timed.
• 3 T’s – time, target and task
• Don’t forget to quantify them
DSM: Planning (APIC)
Objectives models
DAGMAR
• Measure the result of a specific
communication task in terms of the think-feeldo/cognitive-affective-behavioural hierarchy
of effects on a defined audience
• Measure the degree of change in a given
time period as one moves through the
hierarchy
70% aware 50% understand 40% convinced 20% purchase
DSM: Planning (APIC)
Objectives examples
MARKETING AND MARKETING
COMMUNICATIONS
• Marketing objective to achieve 20% market
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share in the first trading period (say) year.
Marketing communications objectives to help
achieve this could be many and varied with
the first being creation of 70 % awareness
through (say) advertising and so on.
DSM: Planning (APIC)
3. Positioning
• Customer’s perspective
• Strategic positioning is a result of
communicated perceptions about a product
or brand
• Position is a reference point vis-à-vis the
competition
• Position involves product attributes/features
with related perceived or otherwise benefits
• BMW thus becomes ‘the ultimate driving
machine’, Volvo is first of all safe, then has
longevity and now is well designed.
DSM: Planning (APIC)
Example of a positioning map (cars)
DSM: Planning (APIC)
Developing a positioning strategy - a seven
point system:
1. Determine relevant product/market - or more
than one if applicable
2. Identify the competition - whether primary
(Perrier versus other bottled water) or
secondary (Perrier versus other soft drinks)
3. Determine how consumers evaluate options marketers must understand the standards by
which consumers evaluate and reach
decisions
DSM: Planning (APIC)
4. Learn how competitors are perceived based on the same kinds of parameters.
5. Identify gaps in positions held - this
helps pinpoint gaps that are attractive
and that are not!
6. Plan and carry out the position strategy
- design a programme
7. Monitor the position - seek to check for
adjustments
Any Questions