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ABM – SESSION

1&2
BEST IDEAS COME AS A JOKE. MAKE YOUR THINKING AS
FUNNY AS POSSIBLE – DAVID OGILVY
INTEGRATED MARKETING
COMMUNICATION
“ .. Is the coordination and integration of all the marketing tools, avenues, and
sources in a company into a seamless program designed to maximize the impact on
customers and other stakeholder” (Clow & Baack, 6e)

Advantages of Integrated Communication ?


MEDIA MULTIPLIER EFFECT
CRITICAL DECISIONS FOR DEVELOPING AN IMC

• Identify target audience


• Understand the marketing objective
• Determine an operational communication/ advertising objective –
(Awareness, trial generation, Knowledge, brand value reinforcement etc.)
• Set advertising/communication goal
• Design communication– Message strategy ( message design that ties
POP/POD to brand positioning) , Creative Strategy (Informational or
Transformational)
• Select channels – Mass versus Personal
• Establish budget - % of sales; affordable; competitive parity (SOV) ,
Objective-task method
• Decide on media mix
• Measure results/manage IMC
WHAT IS A BRAND?
• A brand is a name, term, sign, symbol or design, or a combination
of them, intended to identify the goods or services of one seller
or group of sellers and to differentiate them from those of
competitors. (American Marketing Association)

• Differences may be : functional, rational, or tangible—related


to product performance of the brand; symbolic, emotional, or
intangible—related to what the brand represents or means in a
more abstract sense.
A TYPICAL BRAND SYSTEM

Brand Value
Proposition

Brand
Brand Experience
Identifiers/Elements
TOOLS OF BRAND MANAGEMENT

• Brand positioning model


• Brand personality
• Brand Identity
• Brand equity
• Brand revitalization and repositioning
SALES VERSUS COMMUNICATION-
ORIENTED OBJECTIVE ?
Marketing Advertising Advertising
Object Objective Goal
Operationalizing a clear Advertising/Communication
Objective

1. WHAT ADVERTISING RESPONSE VARIABLES ( WHICH WILL


LEAD TO DESIRED BEHAVIOR) ?

2. WHAT DESIRED ULTIMATE BEHAVIOR ADVERTISING HOPES TO


INDUCE (BEHAVIOR VARIABLES) ?
Intervening Variable/
Advertising Response
Variable
Ultimate Behavior
• Brand awareness Variable
• Brand comprehension
• Brand image and personality
reinforcement • Trial purchase
• Brand attitude • Loyalty
• Associating feelings with brand or • Increase Usage
use experience • Increase requirement
• Sales Leads
• Sales Via personal selling
INTERVENING VARIABLES
• Brand Awareness - is the extent to which a brand is recognized by potential
customers, and is correctly associated with a particular product.

• Brand Comprehension – is the extent to which potential customers


comprehend the facts about a brand , in particular about its various features,
attributes and benefits

• Brand Image – the impression in the consumers mind of the brands and its
total personality

• Brand Attitude – a predisposition to respond in a favorable or in an


unfavorable manner by the consumer in response to any brand-related stimuli (
advertisement)

• Depicting feelings of warmth, nostalgia, energy, fear etc. and associating those
feeling with the brand or use experience
DAGMAR (DEFINING ADVERTISING GOALS
FOR MEASURED ADVERTISING RESULTS)
APPROACH - ADVERTISING GOAL

Statement defining advertising goal – specific communication task or advertising objective to


be attained in a specific period for a defined audience

“persuade 400000 homemakers to visit 10000 retails stores in four weeks and generate 40 trials
per store”
ADVERTISING THEORIES
1. How advertising works in different
situations ?

2. What kind of effect an advertisement


should create in different situations ?
Unaware

Aware
Cognitive
Comprehension and Image

Affective Attitude

Conative Action

Hierarchy of Effects Model / AIDA Model/Information Processing Model


LOW-INVOLVEMENT LEARNING
Unaware

Aware

Action

Attitude
ELABORATION LIKELIHOOD MODEL

Conscious &
deliberate
No active thinking
information
processing
Peripheral Route
Central Route
MERE EXPOSURE EFFECT: EXPOSURE,
FAMILIARITY
– Repeated advertising (in some situations) will lead to preference, top of the
mind recall, trustworthiness and feeling of safety

– Brand is preferred because they are familiar (not because they are better)

Strategy better for low involvement or high involvement products ?


COGNITIVE RESPONSE MODEL

• Self- talk in response to persuasive message


– Counter Argument
– Supportive Argument

Ad Content Recall Brand Attitude

Self-talk Recall Brand Attitude


MEANS-END THEORY

• Message (means) must lead to personal values (end)


• Ad must lead the customer to understand how using the product will help
achieve personal values

– Product attributes
– Consumer benefits
– Executional framework
– Personal values
MEANS-END CHAIN
Product
Attributes Executional Framework

Leverage
Point

Consumer
Benefits

Personal
Value
Means-End Chain for Milk

Attributes Benefits Personal Values


Low fat Healthy Self-respect
Wisdom
Calcium Healthy bones Comfortable life
Wisdom
Ingredients Good taste Pleasure
Happiness