INTEGRATED MARKETING COMMUNICATIONS (IMC) Meme Drumwright The University of Texas at Austin

Transcription

1 INTEGRATED MARKETING COMMUNICATIONS (IMC) 1 Meme Drumwright The University of Texas at Austin

2 MARKETING PARADIGM SHIFTS 1950s-60s: Selling products 1970 s-80 s: Focusing on consumers 1981: Congress removes the FTC s ability to regulate advertising based on fairness 1990 s-2000 s: Building relationships Emergence of IMC 2

3 INTEGRATED MARKETING COMMUNICATION A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines general advertising, direct response, sales promotion, and public relations and combines these disciplines to provide clarity, consistency, and maximum communication impact. American Association of Advertising Agencies 3

4 IMC S DISTINGUISHING FEATURES Focus the customer Use any relevant contact or touch point to reach the customer Speak with a single voice Build relationships Affect behavior 4

5 IMC IS BASED ON THE FUNDAMENTALS OF MARKETING STRATEGY Segmentation Targeting Positioning 5

6 SEGMENTATION & TARGETING The process of subdividing a market into distinct subsets of customers that behave in the same way or have similar needs. Each subset may conceivably be chosen as a market target to be reached with a distinct marketing strategy. 6

7 POSITIONING The way a consumer thinks of an offering relative to its competition how you differentiate the product in the mind of the prospect 7

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9 FLAMING HOT CHEETOS SEGMENTATION AND TARGETING Age segmentation: 12-year-olds and teens, especially boys Psychographic segmentation: the 12-year-old in all of us, whether we re a tween, a teen, or a grown up 9

10 FLAMIN HOT CHEETOS DESIRED BRAND POSITIONING Cheetos lets you go a little wild and bend the rules to express your playful, mischievous self It provides a recess (everyone s favorite class) Playful Chester Cheetah Silly A Release High Energy 10

11 CHEETOS FIREMAN 11

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14 DIGITAL REVOLUTION From Mass Media to a Mass of Media 14

15 Over 105 social media websites in the U.S. 15

16 FACEBOOK = INTERNATIONAL SOCIAL MEDIA About 70% of Facebook users are outside the United States 16

17 DIGITAL MARKETING Promoting a brand using digital media Cost effective Youth oriented Action oriented Two-way communication Engagement 17

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19 THE LEGEND OF CHEETOCORN 19

20 ADVERGAMING Video games with branded products or images Typically the product is an integral part of the game play Typically players are asked to pass the game on to friends Length of play can be 10 to 15 minutes or longer 20

21 VIRAL MARKETING The buzz created when people talk about a product to one another, either in real or virtual conversations Co-creation User-generated content 21

22 FLAMIN HOT CHEETOS CHALLENGE 93,386 VIEWS 22

23 FLAMIN HOT CHEETOS CHALLENGE COMPETITION 23

24 CHEETOS JUST DANCE TWITTER GIVEAWAY 24

25 7,000 tweets, 37,555 followers 25

26 MINNEAPOLIS YMCA AFTER SCHOOL PROGRAM AUGUST ,706,434 VIEWS IN TWO MONTHS 26

27 STEALTH MARKETING Consumers are immersed in branded environments, frequently without knowing that they are being exposed to sophisticated marketing campaigns (e.g., advergames, viral marketing) 27

28 Packaging (front &back) as part of IMC Cheetos promotional tie-in with Just Dance 4 Video Game 28

29 50,000 Facebook fans Cross-brand promotion for Frito-Lay Direct inducement to purchase 29

30 HOUSTON ISD MIDDLE SCHOOL LUNCH FLAMIN HOT CHEETOS & NACHO SAUCE OCTOBER,

31 SCHOOL BANNING CONVERSATION ON FACEBOOK 31

32 SCHOOL VENDING MACHINES 32

33 COULD IMC WORK FOR HEALTHY FOOD? 33

34 BOLTHOUSE FARMS AND UNIVERSAL PICTURES HOP FILM PARTNERSHIP 34

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37 37 Bolthouse Farms Eat Em Like Junk Food Campaign

38 PERVASIVE THEMES OF IMC TARGETING CHILDREN AND YOUTH Engagement Gamification Co-creation 38

39 IMPACT OF INDIVIDUAL COMMUNICATION APPROACHES TV advertising influences preferences, purchase requests, and short-term consumption Advergames influence brand awareness and brand choice Children have difficulty disentangling entertainment from persuasion on websites, advergames, and viral marketing Adolescents tend to equate information quality with information quantity on websites Emotions (engagement, entertainment) elicited by advergames positively impact perceptions and beliefs about the nutritional value of the products, (e.g. negative effects of persuasion knowledge become nonsignificant and positively related to beliefs that the brand is healthy). 39

40 WHAT S THE EFFECT OF IMC? Research challenges: Advertising research is based on social psychology: measuring short-term, micro-level responses to an advertising stimulus What we want to assess is the longer-term results of repeated treatments (aggregate effects), AND we are in an environment in which everyone is treated IRBs would never approve random assignment of children to healthy and unhealthy IMC food marketing environments 40

41 ARE PARENTS AWARE? Much IMC is under the radar of parents Even when they are aware its not clear that they have much influence through status quo approaches 41

42 PUBLIC POLICY ISSUES Protection for tweens and teens as well as children (online and in school) Limitations on total ad exposures created by IMC Limitations on stealth marketing techniques that capitalize on emotions (e.g., entertainment) and tacit persuasion Limitations on direct inducements to purchase through promotions Creation of ad breaks in online environments 42

43 CHEETOS PRESIDENTS 43