integrated marketing: 1. integration of media information
as far as media is concerned, no matter what media information comes from, it is only media information, and consumers
do not distinguish it. Language, characters, symbols, pictures, sound and light and other media determine the form of communication,
all conveying a certain symbolic meaning to consumers. The integration of media information is essentially the "meaning management" of the form of the communication symbol < P >.
2. Integration of marketing communication tools
Advertising, promotion, direct marketing, and public-private relations convey information to consumers
through corresponding media and channels, but no matter what the information says, it represents a brand, company or marketing organization, and consumers are treated in the same way. Marketing: the integration of tools is essentially the "meaning management" of information form
.
3. Contact management
D.E. Schulz defines "contact" as "process and test" that can transmit brand, product category and any
market-related information to consumers or potential consumers. "contact" includes media, marketing communication tools and other forms that may contact consumers. A proprietary research conducted by Leo Burnett Advertising Company shows that consumers have 12 different media
similar to "advertising"-from TV to shopping bags, organized activities and events
and so on. D.E. Schultz believes that every contact should be a communication tool. Contact management is to
strengthen controllable positive communication and slow down uncontrollable or negative communication that is not conducive to products or services,
so that contact message can help to establish or strengthen brand feelings, attitudes and behaviors.
4. To integrate the information of various target audiences
Different target audiences and contact with different media require different communication tools.
The target audience of a company/brand has its main groups and secondary groups in the target market; There are
people who play different purchasing roles (initiator, influencer, decider, buyer, user);
it also includes wholesalers, middlemen and retailers of products; There are other
groups, organizations and the public that have an impact on product marketing, such as the government, industry organizations and raw material suppliers. D.E. Schulz
advocates using "loyalty" to distinguish consumers from loyalists of the cost brand, loyalists of other brands and
dissociative groups, so as to highlight IMC's use of behavior information as the value direction of effect measurement. Each category of
target audience has its own purchase incentives, so the company needs to use different strategies for them, and propose
for these different small groups to have individual interests. This is the real integration strategy.
the horizontal integration of IMC has changed the traditional advertising procedures. The traditional advertising procedures are
marketing objectives, target consumers, copywriting strategies, creative implementation and media positioning. P>(keithReinhard, the chief executive of DDB Needham, which advocated IMC, revised it again and put forward a new advertising procedure: marketing goal
choosing Japanese consumers, media positioning, communication strategy and creative execution. From this, we can see that a
advertising activity can use the concept of media to dominate the concept of creativity, or first determine the role distribution of advertising, public ***
relationship, promotion, direct marketing and so on as a marketing plan, and then enter the advertising enterprise
planning stage. In this way, it is procedurally beneficial to the horizontal integration and execution of IMC.
VI. Vertical integration of IMC
The vertical integration of IMC can also be called vertical integration or integration in time development, which
also stems from two reasons: First, from the continuous process of marketing communication, in addition to the above-mentioned
various media and communication tools, product design, packaging, distribution channels and pricing are all related to consumers
. IMC believes that the means of communication can be infinitely broad. As long as it can help achieve the marketing < P > and communication goals, store promotion, commodity display and customer service are all sharp tools of communication. The key lies in < P > which tools and combinations can best help achieve the communication goals. Secondly, judging from the hierarchical response mode of marketing communication goal
, marketing communication needs to provide consumers with appropriate information at different stages, so that consumers can continuously advance on the brand loyalty ladder and eventually become brand
loyalty and advocates. In the horizontal integration, all kinds of communication tools are regarded as parallel positions, but in fact, they have different importance and priority in different stages of realizing communication goals.
in a word, the vertical integration of.1mc is to use various forms of communication hands
in different communication stages to produce coordinated, progressive and strengthened information and complete the set communication goals. It can be described from two
perspectives of time development:
(1) integration in different processes of marketing activities
Successful brands are actually from choice. What consumers are willing to buy is such a complete system, not just the things displayed under the shelves of retailers. We summarize the development of communication strategy as the following links, which are all showing symbolic meaning and communicating with consumers. This requires integration to maintain the same
concept, appearance and tonality.
1. Marketing strategy
mainly includes market segmentation and positioning. Market segmentation is to make consumers feel that marketers
pay special attention to them; Positioning is the behavior of product and marketing combination designed to adapt to the specific position in consumers' minds. We can see the communication intention of marketing strategy from many sales slogans, for example, Goldlion-a man's world (gender segmentation and positioning); Yong Fang
-the king of light makeup in the world (segmentation and positioning of use occasions) and so on.
2. Marketing mix
Let's take a look at how 4P conveys the symbolic meaning from some examples:
① Product design: A lawn mower manufacturer designed its lawn mower noisily, because
consumers think noisy lawn mowers are more powerful.
② Pricing: When it is difficult for people to evaluate the quality of products correctly, they often take the price level as the measure of quality excellence
.
③ Distribution: When Windows95 went on the market in Taiwan Province, it took 7-Eleven chain store as the channel, which was like
appealing to its popularity, popularity and closeness to public life.
④ Promotion: A well-known frozen food lost its noble image due to frequent sales at reduced prices.
In addition, there is Packing, etc. For example, a premium beer is changed from bottled to aluminum canned, but
its original noble image is damaged.
3. Brand recognition
Name, logo and basic color are the three elements of brand recognition. They are the central elements to form brand image
and capital.
① Name: KFC fried chicken In order to cover up the negative influence of people
on frying today, the name was changed to KFC.
② logo: Puma logo of German sports equipment, with puma as the pattern, expressing bravery, speed
and strength.
③ basic color: IBM has the dark blue of commercial machines, which can cause a relaxed and quiet mood
experience.
4. Brand communication
In the stage of brand communication, it is necessary to comprehensively
operate advertisements and other communication tools. This is also one of the contents of horizontal integration.
From the above, we can see that from the very beginning of marketing strategy formulation, we should pay attention to
"brand meaning management" in communication with consumers. IMC aims at all levels of contact between brands and consumers, making continuous investment and strengthening, and adhering to the consistent image and personality of brands. This is the requirement of successful brand management. The vertical integration of IMC guides us to manage the central elements (products, names, trademarks, ideas, advertising styles, etc.) and the extended elements (various communication tools and the contact points between brands and consumers) of brand assets in the sense of time development. In this way, no matter what occasion and opportunity, when consumers see (hear) these brand assets, they will arouse the brand image and personality in consumers' minds.
(II) Integration in the development of relationship with consumers
The level of communication goal or communication effect, if described by the relationship between consumers and brands
, is the concept of Brand Loyalty Ladder. Generally
, the higher you go, the smaller the number of people, and the heavier the task of communication. The effort of marketing communication is to push
consumers to evolve into brand loyalists, which is an important goal of all manufacturers. The vertical
integration of IMC is to determine the communication target
consistent with the appropriate information needed by consumers at different stages of the brand loyalty ladder. Let's try a simple improved AIDAR mode with < P > to illustrate.
(1) consumers-attract attention. At this stage, to make consumers aware of the existence of the brand, strong brand personality and clear positioning, especially the key to make the brand products stand out, correspondingly, high-quality image advertising, strong public relations activities, and the influence of peers and product users are all important means to make consumers form a positive attitude and behavioral tendency of the brand.
(2) Intentional customers-arouse interest. Intentional customers will want to absorb more information, so as to
consider whether the product is the image of choice. But they still passively accept it. Detailed
product advertisements, public relations activities, media reports, news advertisements and direct marketing are all appropriate communication tools at this
stage.
(3) potential customers-stimulate desire. Consumers begin to actively seek relevant information, so as to
compare brands. Oral communication by peer groups and other opinion leaders, product brochures, information provided by DM and sales staff will all play a key role.
(4) customers-put into action. Turn into actual customers, and their information may come from actual experience or communication. At this stage, the purpose of advertising and public relations is to provide assurance again, so it is of certain importance. Promotional activities are also indispensable. If
has clear customer information, the effect will be better through personnel sales and database marketing.