*Chapter_14_-_Integrated_Marketing_Communications___Appendix_Social_and_Mobile_Media_A2L

Integrated Marketing Communications (IMC)

Understanding IMC

• Definition: IMC is the promotion dimension of the four P’s (Product, Price, Place, Promotion).
• Methods: Includes a variety of communication methods:
  • General advertising
  • Personal Selling
  • Sales Promotion
  • Public Relations
  • Direct Marketing
  • Digital Media
• Objective: Integrate these methods for effective communication with consumers.

The Communication Process in IMC

• Components:
  • Sender (Firm): Initiates the message.
  • Transmitter: Encodes the message for transmission.
  • Communications Channel (Media): Medium through which the message is conveyed.
  • Receiver (Consumer): Decodes the message.
  • Feedback: Responses from consumers, indicating message interpretation.
• Noise: External factors that can distort or interfere with the message.

Decoding Messages

• Each receiver decodes messages differently based on personal experiences and interpretations.
• Effective communication requires understanding audience traits and adjusting messages to suit the medium used.

Steps in Planning an IMC Campaign

1. Identify Target Audience:

   • Use research to understand who the audience is and tailor messages accordingly.

2. Set Objectives:

   • Objectives must aim to inform, persuade, and remind customers.
   • Can include:
     • Pull Strategy: Attracting consumers to the product.
     • Push Strategy: Encouraging retailers to stock the product.

3. Determine Budget:

   • Consider the role of advertising in meeting overall promotional objectives.
   • Methods include:
     • Objective and Task: Based on specific tasks needed to achieve objectives.
     • Competitive Parity: Aligning budget with competitors’ spending.
     • Percentage of Sales: Allocating a percentage of anticipated sales.
     • Affordable Budgeting: Allocating leftover funds after expenses to marketing.

4. Convey Message:

   • Develop a Unique Selling Proposition (USP) to differentiate products.
   • Utilize appeals:
     • Rational Appeal: Provides factual information.
     • Emotional Appeal: Connects with the consumer on a personal level.

5. Evaluate and Select Media:

   • Consider the media mix:
     • Mass Media: Reaches a broad audience (e.g., TV, newspapers).
     • Niche Media: Targets specific audiences.
   • Understand the different media types:
     • Paid Media: Advertisements.
     • Owned Media: Brand-controlled content (e.g., blogs, websites).
     • Earned Media: Public relations (PR) and word-of-mouth.

6. Create Communication:

   • Ensure creativity aligns with the message and medium.

7. Assess Impact:

   • Use marketing metrics for pretesting, tracking, and post-testing campaign effectiveness.

Media Selection Considerations

• Choosing the Right Medium:
  • Evaluate advantages and disadvantages:
  • Television: Wide reach but high costs.
  • Radio: Inexpensive and selective but lacks visual representation.
  • Print Media (Magazines, Newspapers): Targeted but has longer lead times.
  • Digital Media: Interactive and detailed but may face ad blocking.
  • Out-of-Home: Often inexpensive but has short exposure time.

IMC Tools

• Components of IMC include:
  • Direct Mail, Online Ads, Public Relations, Personal Selling, Sales Promotions, etc.
  • Focus on how each element contributes to coherent messaging and audience engagement.

Public Relations (PR)

• PR is increasingly important as costs for traditional media rise and consumers become more skeptical. It helps build credibility and can reinforce advertising efforts.

Social Media Framework: 4E Model

• Excite: Energize consumers about products/services.
• Educate: Provide clarity about the product benefits.
• Experience: Allow consumers to interact with offerings before purchasing.
• Engage: Create a two-way dialogue to build relationships and loyalty.

Personal Branding in Social Media

• Elements of Personal Branding:
  • Building awareness, developing loyalty, and exerting impact.
  • Continuous effort in managing one’s personal brand can influence social media effectiveness.