By Tom Brannan
The winning integration of all points of promoting communications round one middle positioning for a corporation or model is key if busy retailers are to realize greatest influence and effectiveness from a given price range. this article indicates how to find key audiences and messages, and strengthen a method that would elevate advertising effect. The booklet assesses the strengths and weaknesses of many of the communcations routes to be had and provides counsel on selecting the best combine to fulfill the agreed goals.
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Extra resources for A Practical Guide to Integrated Marketing Communications (Marketing in Action)
This structure is now relatively common in the more customer-led companies. Our first aim is to understand the business and marketing objectives at each level. That understanding is then used to identify which audiences are important to achieving the objectives at each level. Finally, key messages are defined for each relevant audience. The end result is a matrix, or perhaps several matrices, which match audiences and messages in a way which helps identify campaign structure. 1 The various planning levels CORPORATE AUDIENCES The mission statement, long-term plan and annual budget contain the objectives for the corporation as a whole.
If there is no consistency in those messages, there is little chance of transmitting a picture of the organisation which makes sense to that particular audience. As we will see later, in Chapter 5, the position becomes worse when we begin to select media. With few exceptions, the media which we have available to transmit our communication are not so selective as our own targeting. Thus when targeting one segment of our audience we will almost certainly reach others. Integration of the content of this communication is essential to avoid confusion.
If a positioning does not act as a catalyst to powerful, intrusive campaigns then it is in danger of remaining a closely guarded secret! 3 as a checklist allows us to eliminate the obvious failures and to narrow our focus down to one or two strong candidates. If the issue is not resolved at this point, it may be necessary to develop several written statements summarising variants of each option, then take these back to the market. Even if a clear winner has emerged from the process this latter stage is a good insurance policy prior to committing funds to campaign development.