Strategic Integrated Marketing Communications

Description

This book provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective Integrated Marketing Communications (IMC) programme. Throughout, attention is paid to balancing theory with practical application, how to successfully implement theory for effective communication. Step-by-step, knowledge and understanding builds through the book, starting by laying a foundation to provide context, looking at the role of IMC in building brands and strengthening companies. The book then considers what goes into developing and executing effective messages, and how to ensure that they are consistent and consistently delivered, regardless of media. A detailed, practical overview of the strategic planning process is provided, illustrated by numerous examples and cases, along with ‘desktop’ tools and worksheets for developing and implementing an IMC plan. The 4th edition of this classic textbook has been fully updated throughout, and includes: • Updated and expanded coverage of digital media, including issues relating to privacy and media strategy. • New sections on setting campaign budgets, brand architecture, target audience action objectives, social marketing communication, and such practices as gamification and experiential marketing. • Extended content on international advertising and shared cultural values. • The introduction of a channels-based typology of marketing communication. • Updated international examples and case studies throughout. A comprehensive and accessible guide to the steps of planning and developing an effective IMC campaign, this book should be core reading for students studying Integrated Marketing Communications, Strategic Communications, Principles of Advertising, Media Planning and Brand Management. Cover Half Title Title Page Copyright Page Contents Figures Tables Adverts Preface Part I: Introduction to IMC 1. Overview of IMC What is IMC? Original definitions of IMC More recent definitions of IMC Managing IMC The role of advertising and promotion in IMC Barriers to effective IMC Organizational barriers Organizational structure The low standing of marketing communication in an organization Specialization Organizational character Culture of the organization Management perceptions Resistance to change Financial emphasis Compensation Overcoming the barriers Identifying IMC opportunities Understanding consumer decision making IMC strategic planning The five-step strategic planning process Summary Review questions References 2. Brands and IMC The role of IMC in building brands Social meaning Cultural values and brand perceptions Positioning Understanding how markets are defined Positioning and brand awareness Positioning and brand attitude Brand attitude Building brand equity Brand portfolio considerations Branding strategy Stand-alone brands Sub-brands Summary Review questions References 3. Companies and IMC The role of IMC in strengthening companies Corporate identity, image, and reputation Corporate identity Corporate identity types Corporate image Corporate reputation Building corporate identity, image, and reputation Corporate brand Corporate brand equity Corporate communication Corporate story Corporate advertising Summary Review questions References Part II: Components of IMC 4. Advertising The role of advertising in IMC Types of advertising Consumer advertising Retail advertising The role of channels marketing in IMC Co-op advertising Tactical marketing B2B advertising Corporate image advertising Corporate image advertising and brand strategy Brand awareness and brand attitude strategy Brand awareness strategy Recognition brand awareness Recall awareness Awareness and corporate image advertising Brand attitude strategy Involvement Motivation Attitude and corporate image advertising The Rossiter-Percy grid Summary Review questions References 5. Promotion Promotion strategy Basic types of promotion Trade promotion Allowances Display material Trade premiums and incentives Retail promotions Retail adverts Price-off promotions Point-of-purchase displays Consumer promotion Trial promotions Coupons Sampling Refunds and rebates Favourable situations for trial promotions Repeat-purchase promotions Loyalty and reward programmes Loading devices Premiums Sweepstakes, games and contests Favourable situations for repeat-purchase promotions Building brand attitude with consumer promotion Coupons Sampling Refunds and rebates Loyalty and reward programmes Loading devices Premiums Sweepstakes, games and contests Incentive promotion cost Summary Review questions References 6. Media Media concepts Target audience factor Reach and frequency Fixed versus mobile media Digital media Internet Social media Mobile Online and in-game video Usage issues Adblocking Digital media concerns Privacy issues Digital advertising fraud Programmatic advert buying Summary Review questions References 7. Additional delivery options Sponsorships and event marketing Experiential marketing Product placement and branded content Product placement Branded content Packaging Trade shows and fairs Personal selling Direct marketing The database in direct marketing Public relations Advantages and disadvantages Marketing public relations Buzz marketing Summary Review questions References Part III: IMC Messages 8. Message processing Consciousness Unconscious processing Subliminal processing Conscious processing Communication response sequence Message processing responses Attention Learning Learning and brand awareness Learning and brand attitude Acceptance Emotion Emotional associations in memory Interpersonal emotion The role of memory Processing messages in digital media Summary Review questions References 9. Message development Positioning Benefit selection and focus Communication objectives Category need Brand awareness Brand attitude Brand purchase intention Creative brief Task definition Objectives and strategy Executional elements Creative idea The remote conveyor model Pre-testing Management Judgement Test Target audience response pre-test Attention Learning and acceptance Brand purchase intention Brand attitude Benefit claim delivery Brand awareness Social marketing communication Target audience Communication strategy Charitable giving Summary Review questions References 10. Creative execution Gaining attention Unexpected elements Colour Size of picture or illustration Print placement Format Attention and Internet advertising Facilitating learning Keep it simple Use short headlines Product in use Picture-word sequence Pacing of commercials Music as a creative tactic Nostalgia as a creative tactic Specific creative tactics for brand awareness and brand attitude Brand awareness creative tactics Brand recognition Brand recall Brand attitude creative tactics Low-involvement informational Benefit claim Source characteristic Low-involvement transformational Benefit claim Source characteristic High-involvement informational Benefit claim Source characteristic High-involvement transformational Benefit claim Source characteristics Eliciting the correct emotional response Logos, slogans, and taglines Consistency in IMC executions Visual look must be unique Audio branding Summary Review questions References Part IV: The IMC Plan 11. Planning considerations Reviewing the marketing plan Global cultural considerations Global cultural groupings The role of direct marketing in IMC Difference between direct marketing and traditional advertising When to use direct marketing Market characteristics that influence IMC effectiveness Product differentiation Market position Poor performance Competitive activity Relative advertising versus promotion strengths Category need Brand awareness Brand attitude Brand purchase intention Advantages of using advertising and promotion together The advertising and promotion 'ratchet effect' The impact of demand elasticity Summary Review questions References 12. The IMC planning process Selecting a target audience What are the relevant target buyer groups? What are the action objectives? What are the target groups' profiles? How is the trade involved? Determining how decisions are made What stages do consumers go through? Who is involved and what roles do they play? Where do the stages occur? What is the timing? How is each stage likely to occur? Establishing brand positioning Setting communication objectives Category need Brand awareness Brand attitude Brand purchase intention Matching media options Appropriate media for brand awareness Appropriate media for brand attitude Appropriate media for the size and type of business Summary Review questions References 13. Finalizing and implementing the IMC plan Finalizing the plan Identifying where IMC can have an impact Identifying communication tasks and media options Communication tasks Media options IMC planning worksheet Implementing the plan Selecting the best media options Media for advertising Media for promotion Coupons Sampling Refunds and rebates Loyalty and reward programs and loading devices Premiums Sweepstakes, games and contests Selecting primary and secondary media Consumer advertising Retail advertising B2B advertising Corporate image advertising Allocating the media budget Setting the IMC budget Tracking IMC campaigns Tracking measures Processing measures Communication effects measures Target audience action measures Managing the campaign with tracking Attention wearout Learning or interference wearout Overexposure wearout Summary Review questions References Glossary Index