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Imc Media Strategy Implementation Essay

3886 words - 16 pages

IMC Media Strategy Implementation
Overview

Integrated Communication Strategy
•  Integrated marketing communications (IMC): a strategic
business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time with targeted audiences. •  The important thing to understand about this concept is the need for, and benefit of consistency between components of the program.
Advertising Personal Selling

Communication Idea

•  The question: how much
should an organization spend on its integrated marketing communications program, and how do you know when it is working?
Direct Marketing Public Relations Sales ...view middle of the document...

 730).
 
For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/IrwinBrands

The Media of IMC (planned)
Television Telephone Media Mail Internet Radio Print Newspapers Newspapers &
Magazines

Magazines Cinema

Out of home Outdoor

The Role of Media in IMC
Deliver
 brand
 messages
 AND
 help
 to
 create
 /
 sustain
 /
  strengthen
 brand
 rela&onships.
  It
 does
 this
 by
 connec&ng
 companies
 and
 customers.
 
  Note
 the
 difference
 between
 delivery
 and
 connec&on!!
  § Delivery
 means
 taking
 something
 to
 a
 person
 or
 place.
  Connec&ng
 is
 about
 joining
 together.
 
  § Essen&ally,
 delivery
 is
 the
 first
 step
 towards
 achieving
  connec&on.
 It
 is
 a
 means
 of
 touching
 a
 customer
 in
 a
  meaningful
 way.
 
 

Mass vs. Niche Media
Mass Media Niche Media

Vehicles reaching “the masses” (large, diverse audiences)

Vehicles focusing on a defined group who share a characteristic

For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/IrwinBrands

The Marketing Communication Matrix
Mass Market
2-way communication
An interactive approach (listening & learning including informal dialogue initiated by planned messages)

Segmented/Mass Customisation With

Individual Between

Integrated mix of planned messages & interactive communication eg F2F,database, viral, WOM

Dialogue based on trust,learning & adaptation with creative outcomes eg communities of interest, internal marketing via work teams

1-way communication
Conventional mass marketing

Planned persuasive messages aimed at brand loyalty Eg positioning via advertising

To

Planned persuasive messages on augmented offerings for targeted markets eg loyalty programs

For

Ballantyne, Luxton, Powell (2004) Introduction to Marketing: A value exchange approach ed Gabbott, Pearson:381

Relative Degrees of Media Intrusiveness (Fig. 11-3)

For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/IrwinBrands

Ways to Minimise Media Intrusiveness
Choose
 target
 audience
 that
 is
 interested
 in
 the
 product
 category.
 
  Consider
 using:
  §  Events
  §  Sponsorships
  §  Product
 placement
 (movies
 /
 TV
 /
 computer
 games)
 
  Give
 prospects
 or
 customers
 the
 op&on
 to
 opt
 in
 for
 receiving
 brand
  informa&on.
 

Media • Media
 aXract
 audiences
  • Audiences
 aXract
  adver&sers
  • Media
 aXracts
 Adver&sers’
  money
 

Australian Advertising Breakdown – July 2011
Media Type Metro FTA Television Regional FTA Television Radio Newspapers Magazines Digital Outdoor Cinema Other Total July 2010...

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