Integrated Marketing communications - publié le 03/04/2008

Résumé du document

Concept under which a company integrates and coordinates its many communications channels to deliver a clear and consistent message about the organisation and its products. The challenge of the marketing communications is to communicate the right message, in the right way, to the right people, in the right place, at the right time.
Advertising: the use of paid mass media, by an identified sponsor; to deliver marketing communications to target audiences.
Promotions : term uses interchangeably with marketing communications. Traditionnaly identified as one of the 4 P's. Marketing communications : communications with target audiences on all matters that affect marketing performance. Target audience: those individuals or groups that are identified as having a direct or indirect effect on business performance, and are selected to receive marketing communications.

Extraits

[...] The commercials tell us something and make us feel superior about knowing it with the speed of light. How clever is that? [...]

[...] Traditionnaly identified as one of the 4 P's Marketing communications : communications with target audiences on all matters that affect marketing performance Target audience: those individuals or groups that are identified as having a direct or indirect effect on business performance, and are selected to receive marketing communications The process which involves the management and organisation of all agents in the analysis, planning, implementation and control of all marketing communication, media, messages an promotional tools focused at selected target audiences. [...]

[...] Some elements may be categorised as both Public relations and adversting (corporate advertising), both advertising and sales promotion (direct mail) Advertising Personnal Selling Sales Promotion Public Relations Lobbyying Employee-Public Contact Corporate Advertising Sponsorship Internet Direct mail incentive Exhibitions Merchandising The Skoda case c2_s1p1.jpg « ' How do you double the value of a Skoda? Fill it with petrol »' An insurmontable problem Skoda is the third oldest car manufacturer in the world Skoda's image in the mid to late 1920s was very different to the 1980s and the 1990s So how did Skoda went from the image of a private family very poor quality car to a commercial fleet user car in the mid-size range? [...]

[...] The brand suffer from a stigma attached to owning a Skoda In 1998, with the launch of the Octavia, Skoda try to change the image attached to the brand : A mould- breaking car for Skoda A £ 10M launch budget Disappointing sales and no change in the brand perception An insurmontable problem Why Skoda had thought small Non-Considerers/ Rejecters Current Considerers Mass of prejudice unaddressed Advertising target An incrementalist, defensive and ultimately calamitous strategy Insight : Smart Targeting Can Liberate Recognise the prejudice towards Skoda is culturally ingrained; that cars are badge and a talking point People had to feel confident that could buy a Skoda without being laughed at Why Skoda had thought small Non-Considerers/ Rejecters Current Considerers Our advertising target Why Skoda had thought small Insight : Use PR to create Media Momentum Work the budget harder by extending the campaign Into the mass media and not just amplifying the ads Help create an impression of change and success beyond the motoring press Why Skoda had thought small Insight : Demonstrate change, don't just claim it Don't just say that Skoda has change Use the new Fabia to directly challenge our Audience's prejudice Why Skoda had thought small Insight : The perception – Reality Gap A mis-match between (brand )perception and (product) reality can be used to our advantage: Judo not boxing Don't pretend problems don't exist – confront your demons Generate respect through candour and honesty Why Skoda had thought small The result c2_s1p19.jpgC2_s1p20.jpg « ' The Fabia is a car so good you won't belive it's a Skoda »' The result c2_s1p25.jpgc2_s1p21.jpg The result « The brand's existing memorability – a poisoned chalice if ever there was one – is made into a plus. How stupid the mistaken fools in the ad are, thinks the viewer, who ten seconds ago wasn't aware of what the new Fabia looked like either. [...]

[...] » Crative Review « Skoda is not a joke any more – Fallon's spot for the Czech car maker was the public's favorite» Campaign, People' s Jury April 2000 « I have a sneaking suspicion that Skoda's are about to become extremely fashionable » Spectator « The way things are now, Rolls-Royce can only benefit from association with Skoda » The Guarduian The result % Before advertising % After advertising Skoda make cars you can't take seriously Skodas are cars you could imagine yourself driving Skodas are better than they used to be Would never consider buying a Skoda (First brust Source: Millward Brown) The result Market share: 2000 : : : Overtook Audi as VW Group's 2nd retail brand in UK UK becomes Skoda's biggest market (outside Czech Republic) Skoda becomes the fastest growing car brand in Europe Conclusion Received wisdom is a dangerous enemy (in our case ‘don't mention the jokes', ‘we know who our audience is', ‘PR is all about the motor industry') Honesty and candour make for refreshing brands (and confident companies) Product innovation alone is not enough, you must take your audience with you Cautions incrementalism is easy to, but likely to fail Successful marketing works fast and has far reaching cultural effects Indicative bibliography: Tom Duncan, Principles of Advertising and IMC (09/01/2004) William Wells, Sandra E. [...]