IMC to Build Brand

Equity
Why IMC
 Identify a target market
 Increase awareness
 Reinforce consumer perceptions of key brand
image associations
 Enhance corporate image
Why IMC
 Create experiences & evoke feelings
 Express commitment to community & social
issues
 Entertain
 Helps in merchandising & promotional
activities
 Effective IMC

Current Communication Desired

Brand Brand
Knowledge Knowledge
Effective IMC
 Current Brand Knowledge
 Desired Brand Knowledge – define POP,POD
& Brand Values

How does communication help company

move from current to desired brand
knowledge ?
Persuasion Process
 Exposure – See & hear
 Attention - Notice
 Comprehension - Understand
 Yielding – Respond favorably
 Intention – Plan to act in a desired manner
 Behavior - Act in a desired manner
Marketing Communication Options
1. Media Advertising
2. Direct Response Advertising
3. Online Advertising
4. Place Advertising
5. POP Advertising
Marketing Communication Options
6. Trade Promotions
7. Consumer Promotions
8. Event Marketing& Sponsorships
9. Publicity& PR
10. Personal Selling
11. Digital & Social Media Marketing tools
Media Advertising
 TV
 Radio
 Newspaper
 Magazines
Direct Response Advertising
 Mail
 Telephone
 Broadcast media
 Print media
Place Advertising
 Billboards & posters
 Movies, Airlines, lounges
 Product Placement
 POP
POP Advertising
 Shelf talkers
 Aisle Markers
 Shopping cart ads
 In-store Radio/TV
Trade Promotions
 Trade Deals & buying allowances
 POP display allowances
 Push money -incentives
 Dealer contests
 Training Programs
 Trade shows
 Co-operative advertising
Consumer Promotions
 Samples
 Coupons
 Premiums
 Refunds & rebates
 Contests
 Bonus packs
 Price- offs - EDLPs
Events & Sponsorships
 Sports
 Arts
 Entertainment
 Fairs & Festivals
 Cause - related
Developing IMC Programs
1. Determining optimal communication mix
2. Matching Communication options
3. Using IMC Choice criteria
2. Matching Communication Options
Criteria –
1. Coverage- proportion of audience it
reaches
2. Contribution- ability to create desired
response
3. Commonality – create a cohesive &
consistent brand image
2. Matching Communication Options
Criteria -
• Complementarities – extent to which
different associations & linkages are
emphasized across communication options
• Versatility – ease of moving effectively
across different groups of consumers
• Cost
3. Using IMC Choice criteria
 Evaluating Communication Options
 Establishing priorities & trade offs between
various criteria
 Final design & execution