IMC Lecture 8
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...some ideas to support control and measurement
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IMC Lecture 8
- 1. Integrated Marketing Communications control and measurement 8
- 2. the Marketing Communications planning framework⊠1 2 3 4 5 6 context analysis promotional objectives promotional strategy coordinated communications mix implementation Control and evaluation push pull profile corporate marketing communications resources scheduling Fill, 2006
- 5. control and evaluation⊠Link to the SMART objectives set earlier⊠We also need to evaluate⊠The different tactics implemented The different media implemented and⊠So we have measureable criteria â or metrics And a time-frame to achieve them within âŠthe different vehicles We can also evaluate performance against the budget
- 6. marketing control process Fill, 2011
- 7. Implications of control Structures must be clearly defined The extent of functional control must be determined Responsible individuals should be fully involved in planning Regular performance reports should be provided Responsible individuals should revise the plan when necessary Every item should be the responsibility of an individual within the organisation
- 8. Evaluating advertising Pre-testing - readability, physiological tests, opinion, behaviour Post-testing - recall, response Financial tests - ROI Tracking studies Likeability
- 9. BRAD Insight Nielsen IAB NRS Kantar Media / TGI information about mediaâŠ
- 10. information about media⊠BARB RAJAR Route FAME/Dodona/DCM/ Pearl and Den JICREG
- 11. evaluating sales promotion⊠consumer audits retail audit sales force feedback redemption sales data
- 13. evaluating PR⊠Media coverage and tone Positioning⊠image Share price⊠corporate communications column inches
- 15. evaluating direct marketing response rates sales conversion rates order values repeat purchases and retention
- 17. evaluating sponsorship⊠media exposure pre and post testing⊠objectives â awareness, image perceptions, attitudes participant feedback â sponsor and sponsored tracking studies
- 19. evaluating personal selling⊠productivity â calls per day, per account, order to call ratio new accounts account development orders received expenses
- 21. criticisms of marketing⊠deceptive practices - pricing, promotion and packaging High pressure selling - non-customer focus False wants and too materialistic Cultural pollution Impact on environment
- 22. offensive?
- 24. bannedâŠ
- 28. advertising codes⊠CAP BCAP advertising codes to ensure weâre legal, honest, decent and trustworthy CIM, 2012
- 29. consumer protection regulations⊠âŠand business protection regulations designed to ensure that the consumer is âfreeâ to make their own informed purchasing decisions avoiding misleading and aggressive practices as well as those that are legally prohibited such as⊠False prize draws False recommendations and celebrity blogging Unwanted communications Cookies law CIM, 2012
- 31. bannedâŠ
- 32. copyright, trademarks and data protection⊠DPA⊠what information we hold about our customers copyrights and trademarks⊠protection of intellectual property It must have relevance It must be secure The individual must know what it will be used for Must be accurate and up-to-date Limited access, destroyed when no longer needed CIM, 2012
- 34. bribery act 2011⊠It is now an offence to âgive, promise or offer a bribe â or to request or agree to receive a bribeâ âŠbut was is a bribe? âŠdisproportionate hospitality Up to ten years in prison CIM, 2012
- 36. green claims⊠content must be relevant and offer a genuine benefit the claim must be presented clearly and accurately must be accurate, evidenced and relevant the claim must be substantiated CIM, 2012