Marketing was a one-way feed. This example not only underscores the often complex nature of the decision process, but also how many communication tasks can be involved in putting together an effective IMC plan. Recognition brand awareness In a number of purchase situations, it is seeing the brand itself in the store and recognizing it that reminds the consumer of the category 93 94 Strategic Integrated Marketing Communication Recognition Brand awareness Category need Recall Category need Figure 4.5 Brand awareness strategy Brand awareness need – Is this something I need or want?
All we are attempting to do here is outline some of the conditions where a particular type of consumer promotion might be applicable. In M. Schultz, M.J. Hatch, and M.H. By their very nature, whether intraorganizational or between suppliers, these specialists will want to keep communications programs separate. When brand awareness is likely to be based on recognition, one must be sure that the execution includes a strong representation of the brand as it will be confronted at the point-of-purchase.
167 This page intentionally left blank SECTION III IMC messages 170 Strategic Integrated Marketing Communication In the first two sections of this book we have explored the general context of IMC, where it fits within corporate and brand strategy, and its various component parts.
They do not read each word one at a time, but rather process groups of words.
This is a situation when advocacy advertising or causerelated advertising could make sense. This is a perfect time to use trade promotion. Marketing Communications: Integrated Theory, Strategy & Tactics, Pentagram Pub; 0 edition (January 1, 2002), Chris Philippi, President, Philippi Marketing & Associates.
Category need is the target audience’s perception that they require a product or service to satisfy a need, and associating that need with a brand.
It is all one ‘thing’ to the consumer who sees or hears it.
Rather than ‘rewarding’ them, they in effect took away the primary benefit they enjoyed. With very small target markets, traditional media advertising as such may not make much sense, beyond advertisinglike messages in brochures or other aids for the sales force.
While it is creative instinct and genius that brings marketing communication to life, especially advertising, effective executions require much more than a great creative idea to be successful. Advantages include such things as low cost, the ability to reach very specific target audiences, avoiding ‘clutter ’, and message credibility.
New York: Academic Press.
The problem with all trade premium and incentive promotions, however, is that many mass merchandisers do not allow them, or have rules that tightly restrict the type of programs acceptable.
Touch points: Those places in the decision process where marketing communication is likely to have a positive effect. When dealing with negative motives, one has a lot more latitude.
What we have been talking about here is processing that is neurally unconscious. and Perretty, J.
This must be considered in light of everything discussed about coupons as a consumer trial promotion. Nevertheless, even in a case like this where a special circumstance must be addressed, brand awareness and brand attitude will be communication objectives because they are always communication objectives.
An image for quality products could have been built upon many things; for example a long history in the business.
Holman, R.H. and Hecker, S. (1983) Advertising impact: Creative elements affecting brand recall. One look through a women’s fashion magazine is enough to illustrate the point.
When this is the case, to be effective advertising must show the brand as it will be seen at the point-of-purchase. (1975) Belief, Attitude, Intention, and Behaviour: An Introduction to Theory and Research.
A good example here would be high-involvement informational strategies. Summary In this chapter we have looked at traditional advertising and its role in IMC. Branding strategy Branding strategy involves something Kapferer (1997) has called ‘brand hierarchy’, which reflects the level at which a brand name is used. 8th edition. 6 What are the most important points to make in a creative brief?
And finally, it offers a unique capacity to involve the recipient. They argue that companies have more than one identity, and that they can coexist together without problems when well managed. and Thompson, W.L. Without careful planning, all of this could lead eventually to significant price differentials. Psychology and Marketing, 17(6), 493–504. Integrated marketing communication is the the process of coordinating all this activity across different communication methods. Journal of Direct Marketing, 8(2), 2–6.
Why is television the strongest medium for COBA?
While it is likely to reach far fewer people than other forms of marketing communication, it will likely be more persuasive among those who are reached. Brands have meaning, and that meaning builds over time largely as a function of marketing communication. Women who see glamorous images portrayed in advertising for high-fashion perfume purchase it in order to experience the ‘feeling’ that is elicited by the imagery in the advert.
You're listening to a sample of the Audible audio edition. Differentiated positioning: The positioning strategy for most brands, based on a benefit that is seen by the consumer as giving the brand an advantage over competitors. Peltier JW, Schihrowsky JA, Shultz DE (2003) Interactive integrated marketing communication: combining the power of IMC, the new medial and database marketing. Test.
Information processing paradigm: McGuire’s model of the steps required in processing a message in order to achieve attitude change: The message must be presented, attended to, comprehended, yielded to, that intension retained, and then acted upon. FRANCIS J. MULHERN, Ph.D., is associate professor and chairman of the Department of Integrated Marketing Communications (IMC) at Northwestern University. What one is after is to provide the target audience with sufficient detail to identify the brand within the category at the time the decision to purchase or use is made. Reebok, for example, created a widget that allows users to display customized RBK shoes for others to critique (Steel, 2006). When a premium is available at the time of purchase (but not in or on the package), it too offers an immediate reward to the consumer and permits one to offer larger premiums, but it does require significant retailer support.
Specifically, decisions must be made about what should be the primary versus secondary media used for each communication task, and a media plan developed. With these developments, marketing teams and advertising/creative agencies are expected to understand and provide all marketing communication functions—not just advertising—for their clients.
Radio is generally a ‘passive’ medium, listened to while driving or engaged in some other activity, making it difficult to switch attention and find pen and paper to write down a telephone number or address in order to respond to the message. Low-involvement transformational In this quadrant we are dealing with low-involvement decisions, but the underlying motivation driving behaviour in the category is positive.
Once stocked, sales will be monitored, and if positive, the item or line will be reordered.
All we are attempting to do here is outline some of the conditions where a particular type of consumer promotion might be applicable. In M. Schultz, M.J. Hatch, and M.H. By their very nature, whether intraorganizational or between suppliers, these specialists will want to keep communications programs separate. When brand awareness is likely to be based on recognition, one must be sure that the execution includes a strong representation of the brand as it will be confronted at the point-of-purchase.
167 This page intentionally left blank SECTION III IMC messages 170 Strategic Integrated Marketing Communication In the first two sections of this book we have explored the general context of IMC, where it fits within corporate and brand strategy, and its various component parts.
They do not read each word one at a time, but rather process groups of words.
This is a situation when advocacy advertising or causerelated advertising could make sense. This is a perfect time to use trade promotion. Marketing Communications: Integrated Theory, Strategy & Tactics, Pentagram Pub; 0 edition (January 1, 2002), Chris Philippi, President, Philippi Marketing & Associates.
Category need is the target audience’s perception that they require a product or service to satisfy a need, and associating that need with a brand.
It is all one ‘thing’ to the consumer who sees or hears it.
Rather than ‘rewarding’ them, they in effect took away the primary benefit they enjoyed. With very small target markets, traditional media advertising as such may not make much sense, beyond advertisinglike messages in brochures or other aids for the sales force.
While it is creative instinct and genius that brings marketing communication to life, especially advertising, effective executions require much more than a great creative idea to be successful. Advantages include such things as low cost, the ability to reach very specific target audiences, avoiding ‘clutter ’, and message credibility.
New York: Academic Press.
The problem with all trade premium and incentive promotions, however, is that many mass merchandisers do not allow them, or have rules that tightly restrict the type of programs acceptable.
Touch points: Those places in the decision process where marketing communication is likely to have a positive effect. When dealing with negative motives, one has a lot more latitude.
What we have been talking about here is processing that is neurally unconscious. and Perretty, J.
This must be considered in light of everything discussed about coupons as a consumer trial promotion. Nevertheless, even in a case like this where a special circumstance must be addressed, brand awareness and brand attitude will be communication objectives because they are always communication objectives.
An image for quality products could have been built upon many things; for example a long history in the business.
Holman, R.H. and Hecker, S. (1983) Advertising impact: Creative elements affecting brand recall. One look through a women’s fashion magazine is enough to illustrate the point.
When this is the case, to be effective advertising must show the brand as it will be seen at the point-of-purchase. (1975) Belief, Attitude, Intention, and Behaviour: An Introduction to Theory and Research.
A good example here would be high-involvement informational strategies. Summary In this chapter we have looked at traditional advertising and its role in IMC. Branding strategy Branding strategy involves something Kapferer (1997) has called ‘brand hierarchy’, which reflects the level at which a brand name is used. 8th edition. 6 What are the most important points to make in a creative brief?
And finally, it offers a unique capacity to involve the recipient. They argue that companies have more than one identity, and that they can coexist together without problems when well managed. and Thompson, W.L. Without careful planning, all of this could lead eventually to significant price differentials. Psychology and Marketing, 17(6), 493–504. Integrated marketing communication is the the process of coordinating all this activity across different communication methods. Journal of Direct Marketing, 8(2), 2–6.
Why is television the strongest medium for COBA?
While it is likely to reach far fewer people than other forms of marketing communication, it will likely be more persuasive among those who are reached. Brands have meaning, and that meaning builds over time largely as a function of marketing communication. Women who see glamorous images portrayed in advertising for high-fashion perfume purchase it in order to experience the ‘feeling’ that is elicited by the imagery in the advert.
You're listening to a sample of the Audible audio edition. Differentiated positioning: The positioning strategy for most brands, based on a benefit that is seen by the consumer as giving the brand an advantage over competitors. Peltier JW, Schihrowsky JA, Shultz DE (2003) Interactive integrated marketing communication: combining the power of IMC, the new medial and database marketing. Test.
Information processing paradigm: McGuire’s model of the steps required in processing a message in order to achieve attitude change: The message must be presented, attended to, comprehended, yielded to, that intension retained, and then acted upon. FRANCIS J. MULHERN, Ph.D., is associate professor and chairman of the Department of Integrated Marketing Communications (IMC) at Northwestern University. What one is after is to provide the target audience with sufficient detail to identify the brand within the category at the time the decision to purchase or use is made. Reebok, for example, created a widget that allows users to display customized RBK shoes for others to critique (Steel, 2006). When a premium is available at the time of purchase (but not in or on the package), it too offers an immediate reward to the consumer and permits one to offer larger premiums, but it does require significant retailer support.
Specifically, decisions must be made about what should be the primary versus secondary media used for each communication task, and a media plan developed. With these developments, marketing teams and advertising/creative agencies are expected to understand and provide all marketing communication functions—not just advertising—for their clients.
Radio is generally a ‘passive’ medium, listened to while driving or engaged in some other activity, making it difficult to switch attention and find pen and paper to write down a telephone number or address in order to respond to the message. Low-involvement transformational In this quadrant we are dealing with low-involvement decisions, but the underlying motivation driving behaviour in the category is positive.
Once stocked, sales will be monitored, and if positive, the item or line will be reordered.