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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 • • • • • 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 – – – – – – analysis objectives } planning marcomms strategy } budgeting } implementation implementation } evaluation/control DSM MODELS • There are many to choose from to assist marketers – – – – – – – 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 • • • • Customer databases Product differentiation and branding Decision processes and influences Segmentation (descriptors) – – – – 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) 1. 2. 3. 4. 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 • 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