Principles of Integrated Marketing Communications [Team-IRA]

Cover
Half-title
Advance praise
Title page
Copyright information
Dedication
Acknowledgement of Country
Contents
List of Case Studies
About the author
Acknowledgements
Chapter 1 Integrated marketing communications and its synergistic effects
	Chapter overview
		Learning goals
	Is marketing communications the answer?
	The challenge: Overcoming communication barriers
		Noise and clutter
		Consumer apathy
		Brand parity
		Weak creative ideas or strategies
	What is IMC and why do we need it?
		What are synergistic effects?
		Explanations of synergy
		How do you integrate?
			1. Select marcoms tools with a clear role and complementary strengths
			2. Select communication channels that maximise affordable reach
			3. Strive for consistent 'look, feel and voice' across all channels
			4. Develop amazing, shareable content and/or creative assets, centred around a winning campaign idea
			5. Synchronise activities to achieve synergy
		The IMC planning process
			1. Understand the business issues
			2. Understand how decisions are made by the target audience
			3. Obtain key consumer insight for positioning to unlock growth
			4. Decide on the marketing communication objectives
			5. Decide on the budget and communication tools
			6. Develop the media strategy and plan
			7. Develop the creative strategy, synergy and execution customisation
			8. Plan the pre-test and campaign evaluation
			9. Launch and monitor the progress of the campaign
	Managerial application: putting it together
		Overlapping exposures
		Sequencing exposures
		Interlinking creative content
		Cross-publicising of products and complements
		Timeliness and support
	Further thinking: processing effects
		A theoretical framework of processing effects
	Discussion questions
	Notes
Chapter 2 Uncovering insights
	Chapter overview
		Learning goals
	What is insight?
		Insight as a route to unlock growth for the brand
	Creative development research
		Polaroid instant camera
		Bodywash for teenage boys
	The role of the account planner
	Sources of consumer insights
	Methods for uncovering insights
		Qualitative and quantitative research
		Observation-based studies
		Deprivation studies
		Means-end laddering
		Levels of accessibility
		Projective techniques
			Association
				Word and picture association
				Thought or speech bubble completion
				Metaphor elicitation
				Obituary writing
			Completion
			Construction
				Projective questioning
				Projective questioning with images (stereotype projection)
				Shopping list evaluation
			Expression
				Psychodrama and role-playing
			Choice ordering
			Multi-method projective
	Establishing the validity and reliability of key insights
	Managerial application: putting it together
		Integrating research into the search for insights
	Further thinking: acquiring key insights
		Guided questions to look for key insights
	Discussion questions
	Notes
Chapter 3 Brand positioning
	Chapter overview
		Learning goals
	Principles of brand positioning
		Principle 1: Segment first, then position
		Principle 2: Brand positioning is not the same as brand image
		Principle 3: Positioning is hard work
		Principle 4: If possible, reposition the competition in a way that they cannot counter
	Strategic issues of positioning
		Profitability of the brand
		Deliverable brand positioning
		Long-term strategic direction
		A virtuous triangle
	Market space and mental space
		Tactics for positioning the brand in the mental space
		Suggestive brand name and logo
		Packaging, colour and website or brand home page
		Attributes, consequence (benefit or emotions) and values (A-C-V)
		Competitor comparison
		Brand image, brand personality and celebrities
		User imagery
		Reputation cues
		Country of origin, region and cultural icons
		Price, quality and status cues
		Occasions, usage and applications
	The challenges of repositioning
	Point of difference, point of parity and frame of reference
	Brand equity
		Financial perspective
		Sales growth perspective
		Price elasticity perspective
		Revenue premium perspective
		Consumer perspective
		Brand strength and brand stature perspective
	Brand preference
	Managerial application: putting it together
	Further thinking: uniqueness
		Assessing brand uniqueness
	Discussion questions
	Notes
Chapter 4 Media planning for growth
	Chapter overview
		Learning goals
	What is advertising supposed to do?
		The hierarchy of effects model
		The DAGMAR model
		The weak versus strong theory of advertising
	The importance of assessing communications and sales objectives simultaneously
	Objective-and-task budgeting method
	The share of voice and share of market budgeting methods
		Competitive dynamics of SOV–SOM budgeting
	The relationship between opportunity to see, media weight, average frequency and reach
		An example of reach and frequency schedules
	Advertising-to-sales response function
		The s-shape curve
		The convex-shape curve
	Recent exposure and its implications for recency media planning
	Recency media planning
	Frequency versus continuous schedules
	Experimentation, scale effects and post-buy evaluation
	Media strategy
		Who is the target audience and what percentage do we want to reach?
		Which media should we use to reach the target audience?
		How well can the creative concept be portrayed using these media?
		Which media will yield the most impact?
		How should we schedule the exposures?
	Managerial application: putting it together
		Programmatic media buying – cost over quality?
	Further thinking: linking consumption and revenue
		Establish the link between consumption behaviour and revenue
		Decide on how best to increase sales
		Increase usage amount and repeat rate after trial
		Find new uses for the brand
		Increase the customer base
		Increase price
	Discussion questions
	Notes
Chapter 5 Integrating digital and non-digital channels
	Chapter overview
		Learning goals
	Developing a strategy to meld digital and non-digital channels
		Principle 1: Drive and excite
		Principle 2: Strive for a good idea!
		Principle 3: Leverage on partnerships for media innovations
	Traditional media
		Television
			Social interactivity and interactive TV ads
			Measuring TV audience
			Impressions, opportunity to see and time-shifting of the vehicle
			People-meter technology
			Addressable TV (and ad streaming)
		Radio
			Measuring radio audiences
		Cinema
		Print
			Newspaper
				Measuring newspaper audience
			Magazines
				Measuring cost-per-thousand impressions
				Effective cost-per-thousand impressions
		Out-of-home
			Billboards
			Posters on street furniture and transit
	Non-traditional media
		Websites, microsites and mobile websites
		Search engine optimisation, paid social and paid search
			Search engine optimisation
			Paid social
			Paid search
		Banner and display ads
		Online classified ads
		Online ads and viral campaigns
		Blogs and podcasts
		Online videos
		Email
		E-zines or zines
		Mobile telephony, applications and location-based advertising
			Location-based advertising
		Quick response codes
		Advergames
	Managerial application: putting it together
	Further thinking: how to use the consumer decision journey
	Discussion questions
	Notes
Chapter 6 Advertising creativity
	Chapter overview
		Learning goals
	Do all ads have to be creative?
	Why creativity is important
	Theoretical perspectives on creativity
		Creativity and its many faces
		Remote associate thinking and remote associative matching
		Using secondary activations to find a match
		Matching elements
	What is a creative idea?
	Creative integration
	The creative brief
		Show clearly what is required
		Communicate the vision with a sense of excitement
		Ideation principles
			Principle 1: Seek accurate input
			Principle 2: Look for amazing facts about the brand or organisation
			Principle 3: Go for quantity
			Principle 4: Look for human truth and link it to the brand's benefit
			Principle 5: Comparative juxtaposition
			Principle 6: Blend, combine and oppose
			Principle 7: Consider analogies, metaphor, personification and puns
			Principle 8: Entertain exaggerations
			Principle 9: Use instinctive cues
			Principle 10: Try a deviant visual twist
			Principle 11: Create instinctively deviant cues
				A note of caution
	Managerial application: putting it together
	Further thinking: barriers to creativity
		Creativity barrier at the individual level
		Creativity barrier at the group level
		Creativity barrier at the organisational level
	Discussion questions
	Notes
Chapter 7 Planning and executing the creative appeal
	Chapter overview
		Learning goals
	What is the difference between a creative idea and its execution?
	Executional tactics
		Attention
			Use evocative cues
			Make the ad large and stimulus-rich
			Develop a dis-habituation strategy
			Change the ad placement or its surrounding context
			Use humour
			Use sexual imagery
			Solve a problem
			Demonstrate the product in use
			Provide real news
			Compare the brand
			Tell a story or show an (emotional) slice of life
			Publicise endorsements
			Create fear
			Use music, sound effects and jingles
			Use short ads to minimise decay
			Rotate executions in turn
			Use two-sided arguments
			Use pauses and silences
			Create the right number of cuts and scenes
			Choose an onscreen spokesperson, not a voice-over
			Use super (subtitles) and audiovisual synchronisation
			Consider brand prominence, especially in opening and ending
			Create imagery in the mind
			Leverage on what's topical or unpredictable (quickly)
			Make the headline enticing
			Link the headline to the picture
			Use simple, concrete words in the headline and in copy
			Use high-tech to create a multi-sensory experience
		Choosing an executional tactic
			1. Is intensive information processing required?
			2. Do the executional tactics coherently enhance the creative idea?
			3. How can the executions be best customised for the media?
	Celebrity endorsements
		Theories of celebrity endorsement
			1. Source effectiveness theory
			2. Transfer of symbolic meaning theory
			3. Match-up hypothesis or congruency
		Pitfalls of celebrity endorsement
			Celebrity endorsement is very expensive
			The chosen celebrity may not 'fit' the brand
			Celebrities lose credibility when they endorse too many brands
			Celebrities misbehave
			Celebrities distract viewers
		Benefits of using celebrities
	Managerial application: putting it together
		Choosing a celebrity or presenter
	Further thinking: exploring the models
		Hierarchy of effects model
		Foote, Cone & Belding model
		Rossiter–Percy model
		Cognitive processing model
	Discussion questions
	Notes
Chapter 8 Social influence and social media
	Chapter overview
		Learning goals
	How information flows
	Social ties and their influence
		Principle 1: We are socially embedded in a small world
		Principle 2: The strength of weak ties
		Principle 3: We influence and are influenced by each other (some more so than others)
	Social media, its contingent usage and integration
	Four aspects of social media: connectivity, conversations, content creation and collaboration
		Connectivity
		Conversations
		Content creation
		Collaboration
	Social influence
		Communities versus customers
	Word-of-mouth and recommendation
		The problem with Net Promoter Score
	Buzz marketing
	Viral marketing
		Viral preconditions
			Product-related factors
			Environmental triggers
			Communication assets
				Surprise and joy
				Arousal
				Positivity
				Enjoyment, involvement, distinctiveness, branding
				Interest and usefulness
			Facilitating factors
				Free gifts
				Product seeding
				Referral or affiliate program
				Brand evangelists, micro-influencers and buzz agents
				Passive broadcast
				Non-incentivised WOM
	Social commerce
	Managerial application: putting it together
	Further thinking: losing control of social media
	Discussion questions
	Notes
Chapter 9 Public relations, corporate reputation, sponsorship, native advertising and content marketing
	Chapter overview
		Learning goals
	Public relations
	What is PR?
		Advantages of PR
		Disadvantages of PR
	Managing PR
		Sources of information for PR editorials
		The symbiotic relationship between firms and media organisations
		Making the story newsworthy and quotable
		Richard Branson's publicity strategy
	Corporate reputation
		Corporate image advertising
		Cause-related marketing and corporate social responsibility
			Tight fit between the CSR initiative and the image of the firm
			Altruistic attributions
			A good reputation
			Strong personal identification
		Brand purpose advertising
		Advocacy advertising
		Sponsorship
			The risk of ambush marketing
			Evaluation of the sponsor (not the property)
			When does sponsorship work?
	Crisis communication
		Refute and deny
		Apologise and promise not to reoffend
		Respond quickly and compassionately; offer compensation if necessary
	Native advertising and content marketing
		Native advertising
		Content marketing
	Managerial application: putting it together
		Focus on outcomes
		Monitor corporate reputation
		Plan a path and measure its effectiveness
	Further thinking: agenda-setting
		Agenda-setting and salience
		Agenda-setting, issue salience and politics
	Discussion questions
	Notes
Chapter 10 Influence, tactics and integration in personal selling
	Chapter overview
		Learning goals
	Advantages and disadvantages of personal selling
	The eight steps of high-involvement selling
		Step 1: Setting a goal
		Step 2: Generating leads
		Step 3: Identifying the most promising leads
		Step 4: Making the initial contact
		Step 5: Presentation
		Step 6: Handling objections
		Step 7: Closing the sale
		Step 8: Following up after the sale
	Presentation and objection-handling
		Multi-attribute reframing
			What can a sales agent do?
			Finding different 'hot buttons' for different segments
		Selling the improved value
		Selling the vision
		Are salespeople born or made?
		Artificial intelligence and selling
	Compliance-seeking tactics
		Scarcity
		Authority
		Social proof
		Consistency and commitment
		Reciprocity
		Likeability
			Familiarity
			Attractiveness
			Compliments
			Similarity
		Trust and trustworthiness
	Managerial application: putting it together
		Ethics and a note of caution
	Further thinking: attribution styles
		Explanatory style (or causal attribution)
	Discussion questions
	Notes
Chapter 11 Direct response marketing and sales promotion integration
	Chapter overview
		Learning goals
	Direct response marketing
		Principles of direct response marketing
			Principle 1: Build a good customer database
			Principle 2: Make a profitable offer
			Principle 3: Adjust the offer
			Principle 4: Test to find the most profitable offer
			Principle 5: Retargeting
		Methods of delivery
			Direct mail
			Catalogue
			Email
			Telemarketing
			Television
			Online videos
			Radio
			Newspapers
			Magazines
			Websites
			Social media micro-targeting
		Direct response marketing and brand equity
	Sales promotion
		Achieving push and pull synergy with trade and consumer promotions
		Types of trade promotion
			Trade allowance
			Trade incentives
			Display allowance
			Personal incentives
		Types of consumer promotion
			Coupons
			Specials or price-off deals
			Hyper-local marketing
			Sampling
			Premiums
			Bonus packs
			Buy one, get one free
			Contests, sweepstakes and games
			Refunds and rebates
			Loyalty or VIP programs
	Negative- and positive-oriented promotions
		Negative-oriented promotions
		Positive-oriented promotions
		When do we use NOPs?
		Congruency of benefits in promotions
		Dangers of POPs
	Managerial application: putting it together
		Advertise to build brand equity, then promote
		Signal that the sales promotion is only temporary
		Sales promotion should not be predictably cyclical
		The value of the promotion
		Match the benefit of the sales promotion with the purchase motivation
		The promotion should not overshadow the brand
		Integrate the brand’s positioning into the theme of the promotion
	Further thinking: price discounting
	Discussion questions
	Notes
Chapter 12 Advertising testing, campaign tracking and synergistic effects
	Chapter overview
		Learning goals
	Concept testing as exploration
	Preliminary subjective evaluation
	Quantitative advertising pre-testing
		Pre-testing broadcast ads
		Criticisms of ad pre-testing
	Post-testing and campaign tracking
		Starch methodology for post-testing print ads
		Campaign tracking
			Continuous tracking
			Knowing which ad diagnostics to track
			Order of ad-diagnostic measures
				1. Brand awareness
				2. Purchase intentions
				3. Brand considerations
				4. Ad recall
				5. Ad recognition
				6. Message take-out and image tracking
				7. Personal characteristics (e.g. demographics and media habits)
			More uses for campaign tracking
	Managerial application: putting it together
	Futher thinking: advanced knowledge methodologies
		Implicit (reaction time) measurements or Implicit Response Testing
		Psycho-physiological measurements
		Weakness of the traditional self-report questionnaire
		Psycho-physiological methods of advertising pre-testing
	Discussion questions
	Notes
Chapter 13 Integrative review, IMC implementations and marketing technologies
	Chapter overview
		Learning goals
	Integrating themes
		Theme 1: Overcoming communication barriers with direct and indirect means
			Direct influence
			Indirect influence
		Theme 2: Synergy and stretching the media dollar
		Theme 3: Creativity
		Theme 4: Research
		Theme 5: Brand-building and equity destruction
	IMC implementation
		Barriers to IMC implementation
	Marketing technologies and implementation
	Activation engines
	Ethics
	A look to the future
	Discussion questions
	Notes
Index