Integrated Marketing Communication Creative Strategy

Front 1

IMC

Back 1

relationship marketing
- interactively engage a specific individual/target audience
- using specific message
- thru specific media outlets

Front 2

IMC goal

Back 2

- to build a long-term relationship between buyer and seller

Front 3

IMC focus

Back 3

- use of alternative/promotional methods
eg direct marketing, sales promotion, internet
- ensures message is remembered (to create brand loyalty)

Front 4

THEREFORE

Back 4

IMC is a process building a relationship with the target
- involves developing a product, offer a service (that meets the specific needs of the individual) with the product performance and quality.

Front 5

IMC FAILS

Back 5

- when it's a communication effort rather than a corporate philosophy expressed
- parity of advertising with one-image/one-tone of voice approach

Front 6

ACTUALLY IMC

Back 6

- comprises all aspects and any interaction points of planned/unplanned communication between brand, service or corporation and target audience, and is affected by both inside and outside audience
keywords (contact point), internal/external stakeholders

Front 7

Planned contact

Back 7

external (includes outside advertising and promotions to reach target)

Front 8

unplanned contact

Back 8

internal
less controlled (employee gossip, word-of-mouth-government/media investigation, customer service initiatives, how sales associates greet clienteles, product quality & performance, sales tactices, packing, price, distribution etc)

Front 9

what drives IMC

Back 9

- absorbed with corporate philosophy
- to ensure target receives consistent messages and reliable product/service

Front 10

issues in IMC planning

Back 10

1 - research
2 - database development
3 - use of internet
4 - employ correct media tactics
5 - building brand loyalty consumers
6 - creative an interactive relationship
7 - brand development
8 - project consistent verbal/visual message
9 - promotional and media mix
10 - evaluation

Front 11

Traditional Adv
- conventional/print/broadcast
- message general
- one-way
- advertising over pr, sales promotion etc

Back 11

IMC
- uses related methods based on target & coordinates/integrates into one message
- personalized (to target)
communicate clients' message, key benefits in consistent & cohesive manner
- develop an image that is recognisable
- co-ordinates advertising efforts verbally & visually to answer audience's question what's in it for me

Front 12

Creative Strategy Statment

Back 12

creative - unique individual ideas
strategy - plan to accomplish the creative idea/concept

sends right visual/verbal message to right audience thru right media to achieve overall communication objective

IMC focus on consumer (4cs)

Front 13

2 Points

Back 13

1 - Communication objectives
2 - Creative strategy statement

Front 14

Communication objectives

Back 14

determined by problems and market opportunities that the product has to solve to overcome the problems

Front 15

Creative strategy statement

Back 15

1 - target audience (primary & secondary)
2 - competition (competitor's strategy)
3 - key-benefit (what is most important/beneficial to target)
4 - promotional mix