IMC

FOUNDATION
Target
Insight
Behavior Change
Communica4on Objec4ves
Media / Channels

Thurs Class: 09_03_2015
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 FOUNDATION OF IMC
Planning - Strategy Execu4on - Evalua4on
Target Audience
Iden4fy if you are talking to the end-consumer and/or shopper / purchase decision-
maker (Can be just 1 or both). Should be aligned with the targe4ng, posi4oning,
segmenta4on and dieren4a4on exercise.

Communica4on Objec4ve/s
Should be aligned with the bigger business/brand objec4ve and 4Ps

Audience/Consumer/Customer Insight
Voice / Pt of view of your target expressing their current needs and aspira4ons desired
to be addressed by the brand.

Behavior Change Desired
From Point A (current behavior) to Point B (desired behavior aligned with the
communica4on objec4ve)

Audience/Consumer/Customer Channels / Media
Communica4on touch points where and when your target market is most resonant to
your message to achieve desired objec4ves and behavior change

 Consumer
Understanding
&
Insight
NEED
MASLOW HIERARCHY OF NEEDS:

Self-Actualiza>on

Esteem

Social

Security

Physiological
MASLOW HIERARCHY OF NEEDS:

Self-Actualiza>on

Esteem

Social

Security

Physiological
HIDDEN NEEDS:

SECRET HABITUAL INTUITIVE

NEEDS NEEDS NEEDS

KEEP TO TAKEN FOR DIFFICULT TO JUSTIFY /

THEMSELVES GRANTED RATIONALISE

UN-
UNCONSCIOUS
ANTICIPATED
NEEDS NEEDS

DEEP DRIVERS WITHOUT ACTIVATED

AWARENESS ALERTED
NEEDS AND BENEFITS:

SENSORY FUNCTIONAL EMOTIONAL

BENEFITS BENEFITS BENEFITS
Deliver Sensa>ons Prac>cal Tasks Arouse Feelings
INDULGENCE
COLOR
KILLS GERMS

LAST LONGER EMPOWERMENT

SOFTNESS

JOY &
TASTE SAFETY NOSTALGIA
MORE ABOUT
O U R
C O N S U M E R S

L E S S A B O U T
ME, MYSLEF &I

L E S S E G O

E X P L O R A T I O N
O P E N H E A R T S
E M B R A C I N G H A N D S
S T R E T C H E D M I N D S
 EASE OF
CLASSIFICATION OF FOUR GENERAL
MEASUREMENT TARGETING CHARACTERISTICS

Dicult
Behaviorgraphics

Psychographics

Geodemographics

Demographics
Easy

Low High PREDICTABILITY OF

CONSUMER CHOICE

TEXTBOOK SOURCE:
Essen'als of Marke'ng. A Marke'ng Strategy Approach. Perreault, Canon and McCarthy.
14th Edi'on. Interna'onal Student Edi'on. Mc-Graw Hill.
 D E S I R E D S E L F

R E A L S E L F
 CLASSIFICATION OF FOUR GENERAL
TARGETING CHARACTERISTICS

REAL + DESIRED SELF PARADIGM

REAL SELF DESIRED SELF / REAL SELF
Demographic Geographic Psychographic Behavior
Age City Ac4vi4es Usage Level
Personal/
Household Income Country Interest Benets Sought
Gender Municipality Opinions Brand Loyalty
Educa4on Region Personality User Status
Ethnicity Values Past Purchases
Language Aspira4ons / Fears Techonographic usage
Consump4on-when,
Social Media where, how ogen, how
Religion XX meter/km radius Interests and Groups much
Shopping- when, where,
Travel Routes and how ogen, how much
Occupa4on Stops Opinions spent
 Self
?? D ? ? #SocialFootprint: The
mark a consumer leaves
igita ager occupying a social
l space (ex: FB post)

#LifeStream: On-going record

of ones digital life across all
plaiorms (ex: Registra4ons,
T w e e t s , B l o g P o s t s ) SOURCE:
Consumer Behavior
Buying, Having and Being
11th Edi'on
Michael R. Solomon
 CLASSIFICATION OF FOUR GENERAL
TARGETING CHARACTERISTICS

REAL + DESIRED + DIGITAL SELF PARADIGM

DESIRED SELF / REAL SELF / DIGITAL SELF
Technographic: Usage and 4me of use of mobile as alarm, wallet, computer, phone,
dic4onary, planner, news portal, entertainment source, camera, radio, personal
assistant, doctor, teacher, parent, friend | Shared connec4ons | Common friends |
Events akended | Items purchased online | Online recommenda4ons | Clicked
adver4sing | Time spent on a page | Apps downloaded | Apps used most ogen | Apps
shared| Gadgets used | Gadgets bought | Gadgets shared | Search interests| Search
intent | Filter used most ogen | Type of posts used most ogen | Mobile messaging type
used most ogen |Post for public vs Post for friends | Digital informa4on disclosure |
Gadget usage hours in a day | Mul4-screen usage incidence | Favorite pages |
Bookmarked videos | Content created | Content shared | MB consump4on per month |
Re-tweeted posts | Following | Followers | Hashtags used | Hashtags created | Gaming
behavior | Average 4me lag to respond to messages | Hours spent on mobile
browsing / staring without any end in mind or while teacher is discussing something
boring
Demographic Geographic Psychographic Behavior