2 Session 1: Emerging Issues Meme Drumwright

INTEGRATED MARKETING
COMMUNICATIONS (IMC)
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Meme Drumwright
The University of Texas at Austin
MARKETING PARADIGM SHIFTS
¢
1950s-60s: Selling products
1970’s-80’s: Focusing on consumers
¢ 1981: Congress removes the FTC’s ability to
regulate advertising based on fairness
¢ 1990’s-2000’s: Building relationships
¢
Emergence of IMC
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INTEGRATED MARKETING COMMUNICATION
¢
A concept of marketing communications planning
that recognizes the added value of a
comprehensive plan that evaluates the
strategic roles of a variety of
communication disciplines—general
advertising, direct response, sales promotion, and
public relations—and combines these disciplines
to provide clarity, consistency, and maximum
communication impact.
American Association of Advertising Agencies
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IMC’S DISTINGUISHING FEATURES
¢ Focus
the customer
¢ Use
any relevant contact or touch point to
reach the customer
¢ Speak
with a single voice
¢ Build
relationships
¢ Affect
behavior
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IMC IS BASED ON THE
FUNDAMENTALS OF MARKETING STRATEGY
¢
Segmentation
¢
Targeting
¢
Positioning
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SEGMENTATION & TARGETING
¢
The process of subdividing a market into
distinct subsets of customers that behave in
the same way or have similar needs. Each subset
may conceivably be chosen as a market target
to be reached with a distinct marketing strategy.
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POSITIONING
¢ The
way a consumer thinks of an offering
relative to its competition – how you
differentiate the product in the mind of
the prospect
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FLAMING HOT CHEETOS
SEGMENTATION AND TARGETING
¢
¢
Age segmentation: 12-year-olds and teens,
especially boys
Psychographic segmentation: the 12-year-old in
all of us, whether we’re a tween, a teen, or a
grown up
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FLAMIN HOT CHEETOS
DESIRED BRAND POSITIONING
¢
¢
Cheetos lets you go a little wild and bend the
rules to express your playful, mischievous self
It provides a “recess” (everyone’s favorite class)
Playful
Chester
Cheetah
Silly
A Release
High Energy
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CHEETOS FIREMAN
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DIGITAL REVOLUTION
From Mass Media
to a
Mass of Media
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Over 105 social
media websites
in the U.S.
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FACEBOOK = INTERNATIONAL SOCIAL MEDIA
About 70% of Facebook users are
outside the United States
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DIGITAL MARKETING
¢ Promoting
media
—
—
—
—
a brand using digital
Cost effective
Youth oriented
Action oriented
Two-way communication
Engagement
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THE LEGEND OF CHEETOCORN
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ADVERGAMING
¢
¢
¢
¢
Video games with branded products or images
Typically the product is an integral part of the
game play
Typically players are asked to pass the game on
to friends
Length of play can be 10 to 15 minutes or longer
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VIRAL MARKETING
The “buzz” created when people talk about a
product to one another, either in real or virtual
conversations
Co-creation
User-generated content
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FLAMIN HOT CHEETOS CHALLENGE
93,386 VIEWS
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FLAMIN HOT CHEETOS CHALLENGE
COMPETITION
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CHEETOS “JUST DANCE” TWITTER GIVEAWAY
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7,000 tweets,
37,555 followers
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MINNEAPOLIS YMCA AFTER SCHOOL PROGRAM
AUGUST 2012
3,706,434 VIEWS IN TWO MONTHS
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STEALTH MARKETING
¢
Consumers are immersed in branded
environments, frequently without knowing that
they are being exposed to sophisticated
marketing campaigns (e.g., advergames, viral
marketing)
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Packaging (front
&back) as part of
IMC
Cheetos
promotional tie-in
with Just Dance 4
Video Game
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• 50,000 Facebook
fans
•Cross-brand
promotion for
Frito-Lay
•Direct
inducement to
purchase
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HOUSTON ISD MIDDLE SCHOOL LUNCH
FLAMIN HOT CHEETOS & NACHO SAUCE
OCTOBER, 2011
http://blog.chron.com/thesporkreport/2011/10/when-flaming-hotcheetos-nacho-sauce-hisd-school-lunch
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SCHOOL BANNING CONVERSATION
ON FACEBOOK
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SCHOOL VENDING MACHINES
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COULD IMC WORK FOR HEALTHY FOOD?
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BOLTHOUSE FARMS AND UNIVERSAL PICTURES
“HOP” FILM PARTNERSHIP
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http://thisisnotadvertising.wordpress.com/2012/01/09/crispinporter-bogusky-for-bolthouse-farms-eat-em-like-junk-food/
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http://thesocialgreen.com/2011/05/11/baby-carrots-eat-em-like-junk-food/
Bolthouse Farms’ “Eat Em Like Junk Food” Campaign
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PERVASIVE THEMES OF IMC
TARGETING CHILDREN AND YOUTH
¢ Engagement
¢ “Gamification”
¢ Co-creation
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IMPACT OF INDIVIDUAL COMMUNICATION
APPROACHES
¢
¢
¢
¢
¢
TV advertising influences preferences, purchase
requests, and short-term consumption
Advergames influence brand awareness and brand
choice
Children have difficulty disentangling entertainment
from persuasion on websites, advergames, and viral
marketing
Adolescents tend to equate information quality with
information quantity on websites
Emotions (engagement, entertainment) elicited by
advergames positively impact perceptions and beliefs
about the nutritional value of the products, (e.g.
negative effects of persuasion knowledge become nonsignificant and positively related to beliefs that the
brand is healthy).
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WHAT’S THE EFFECT OF IMC?
¢
Research challenges:
—
Advertising research is based on social psychology:
measuring short-term, micro-level responses to an
advertising stimulus
—
What we want to assess is the longer-term results of
repeated treatments (aggregate effects), AND we are
in an environment in which everyone is “treated”
—
IRBs would never approve random assignment of
children to healthy and unhealthy IMC food
marketing environments
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ARE PARENTS AWARE?
¢ Much
IMC is under the radar of parents
¢ Even
when they are aware its not clear
that they have much influence through
status quo approaches
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PUBLIC POLICY ISSUES
Protection for tweens and teens as well as
children (online and in school)
¢ Limitations on total ad exposures created by IMC
¢ Limitations on stealth marketing techniques that
capitalize on emotions (e.g., entertainment) and
tacit persuasion
¢ Limitations on direct inducements to purchase
through promotions
¢ Creation of “ad breaks” in online environments
¢
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CHEETOS PRESIDENTS
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