PBL Task 2 : INTEGRATED MARKETING COMMUNICATION (IMC)

  

PBL Task 2 : INTEGRATED MARKETING COMMUNICATION (IMC)

The trigger for the first PBL session was about a report of a Integrated Marketing Communication (ICM) campaign of Dawn Dishes.

The problem found with the team is : How to use IMC to change the perception of the values of the company ?

Next, we have formulated 3 learning objectives : 

1. How IMC can be defined ? 

    How  do companies used IMC to create new values ?

2. What are the main roles of the agencies ?

3. How do customers perceive the brand / the company image ?

1. How IMC can be defined ?

Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together.  

This strategy aims to "integrate" consistently and effectively across all channels of communication of a brand.

At its most basic level, Integrated Marketing Communications, or IMC, as we'll call it, means integrating all the promotional tools, so that they work together in harmony.

It's necessary to use Different tools for having the best mutual support as you can. Such as: Public Relations, Media advertising and merchandising at point of sale. 

IMC place at the center of its approach the study of the target through conventional criteria and transverse segmentation study of perceptions, habits, behaviors and encrypted data.

  

 http://www.multimediamarketing.com/mkc/marketingcommunications/

Don Edward Schultz, a marketing theorist, defines BMI as "a strategic business process map to Farming, Develop, execute, and evaluate-Coordinated, Measurable, persuasive brand communication programs over time with consumers, customers, prospects, and --other Targeted falling external and internal audiences. "

IMC, the next generation : Five steps for delivering value and measuring returns using marketing communicaton by Don Edward Schultz

How  do companies used IMC to create new values ?

 We must develop more profitable campaigns that still offer value consumer.
Typically, communication tools for BMI include both traditional and digital media, such as blogs, webinars, optimizing search engines, radio, television, billboards and magazines.
The IMC process usually starts with a plan of integrated marketing communications which describes the different types of marketing tools, advertising and sales that will be used during campaigns.
As consumers spend more time on computers and mobile devices, marketers are looking to build their brands to multiple exposures with different contact points: as in public transport for example. The inside walls of many subways provide an opportunity for advertisers to reach commuters with their messages.
You have to mark the Customer Review wherever he goes.

 

https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communication-12/introduction-to-integrated-marketing-communications-81/introduction-to-integrated-marketing-communications-403-4061/

 

2. What are the main roles of the agencies ?

The role of agencies is dual, in fact they are segmented into two main categories: advertising agencies and media agencies.

- An advertising agency advises advertisers and performs on behalf of campaigns. The agency generally provides the creative part of a campaign before delegate, according to the report, more or less of the technical implementation to production companies.

http://www.definitions-marketing.com/Definition-Agence-de-publicite

 - A media agency makes sure a marketing message appeals to consumers, appears in the right place, at the right time and that the advertiser pays the best possible price. 

http://www.mediacom.com/en/what-we-do/our-industry/media-agencies/what-is-a-media-agency.aspx

http://www.campaignlive.co.uk/news/988050/

3. How do customers perceive the brand / the company image ?

http://www.second-to-none.com/about-us/our-approach/brand-authenticity/

Brand is essentially the sum of all experiences related to the product, service, and companies that make and deliver the product. Brand perceptions are shaped by functional experiences (i.e. speed, quality, reliability, ease of use) as well as emotional experiences (i.e. make me feel better, improve my performance, make my life/job more gratifying or easier) the customer associates with the product and company.

Brand experiences and perceptions are developed over time through a variety of sources, including:

    - Previous experience with the brand
    - Interactions with sales, customer service, and other employees
    - Recommendations from friends and colleagues
    - Reviews by reputable sources
    - Advertising

Brand managers need to understand how customers perceive and select brands in specific product categories and market segments. You also need to know what is important to customers when making a brand decision, where customers get information about products and services, and what customers think about your brand.

http://www.infotrends.com/public/Content/MRD/Projectdescriptions/brandperception.html

PBL Task 1 : STORYTELLING AND CORPORATE COMMUNICATION

The trigger for the first PBL session was about a video made by Google. (https://www.youtube.com/watch?v=gHGDN9-oFJE) 

Here's the problem chosen by the group: How and to whom corporations communicate ?

Following this issue, here are the 4 learning objectives identified by the group :  

1. What is corporate communication ?
2. What are the channels for corporate communication ?
3. How to mould the brand image by storytelling ?
4. How to activate the customers emotionally by storytelling ?

1.  WHAT IS CORPORATE COMMUNICATION ?

 

http://corpcomm-eileen.blogspot.fi/2011/04/corporate-communication-and-its-many.html

Corporate communication is a set of activities involved in managing and orchestrating all internal and external communications aimed at creating favorable point of view among stakeholders on which the company depends.

It is the messages issued by a corporate organization, body, or institute to its audiences, such as employees, media, channel partners and the general public.

Organizations aim to communicate the same message to all its stakeholders, to transmit coherence, credibility and ethic.

 

2.      WHAT ARE THE CHANNELS FOR CORPORATE COMMUNICATION ?

For its communications plan to be effective, the creator must search for the best "mix" between channels. These falls into two broad categories: communication media and non-media.

- The media communication : on action through traditional media:  press, movie, radio and internet
- The non-media communication:
The non-media communication refers to communication actions that do not go through traditional media (press, television, cinema, billboards, radio, internet).
It includes:
--the direct marketing (mailings, e-mailings ...)
--the actions advertising alternative communication (street-marketing, POS, events, public relations ...)

3.      HOW TO MOULD THE BRAND IMAGE BY STORYTELLING ?

The image of a product, brand or company is how it is perceived by consumers. This perception can be done on objective criteria (image of high-end product at a high price) or subjective ("old product"). The brand image is the result of the characteristics of the product or brand in question, but it is also largely influenced by advertising campaigns. 

When positive, branding facilitates the marketing of a product and the possible charging high prices. We need to create a strong identity for the company and a good branding strategy. It takes into account how a company wants to present.

http://www.definitions-marketing.com/Definition-Image-de-marque

4.      HOW TO ACTIVATE THE CUSTOMERS EMOTIONALLY BY                           STORYTELLING ?

It is necessary that the customer dream, the message must bring back a sense, that of compassion in the individual. IT is necessary for them to go up emotions. To convey emotions, it is important to know how to create images or products that will successfully reach the brain, triggering the emotion

http://emmanuelchila.com/2012/03/le-transfert-demotion-en-sept-regles-mode-demploi/