INTEGRATED MARKETING COMMUNICATIONS Lecture week 12 Review and Revision

Objectives To review the module and focus on revision for examination To revisit the analytical framework, applying the theories/concepts studied on the module this semester To review and revise the syllabus To provide guidance on revision and examination preparation

Review: syllabus Four themes: Marketing Communications contexts (analysis) lectures 1-5 Marketing communications campaign planning lectures 6-8 Implementing marketing communications lecture 9 Marketing communications research, evaluation and control lectures 10-11

Review: Theme 1 Marketing Communications Context (Analysis) IMC and the Environment Introduction to IMC and DSM’s MC theory Schramm, hierarchy, multi-step etc MC environment and Buyer Behaviour PEST, consumer decision making etc DSM’s APIC and other models

Review: Theme 2 Campaign planning Creativity in the communications mix Creativity, branding, big idea, USP, PBR etc Creative strategy Briefing, appeals, executions, central/ peripheral route to persuasion, rational/ emotional, semiotics Media planning Media characteristics, costs, objectives etc.

Review: Theme 3 Implementing MC Putting it into practice Media scheduling Spend and appropriation

Review: Theme 4 Research, evaluation and control Research and evaluation advertising other MC tools levels of integration

Review: DSM planning frameworks Various models/frameworks All include several, sequential stages Analysis Planning Implementation Research and control

APIC MODEL ANALYSIS: the present situation (organisation, product/service, competitors, customers, environment etc) PLANNING: objectives, positioning, strategy and tactics IMPLEMENTATION: costing, budgeting, production, scheduling etc CONTROL: research, monitoring and evaluation Copley 2004

objectives and positioning DECISION SEQUENCE MODEL Situation analysis objectives and positioning strategies budget implementation evaluation Rothschild 1987

Exam: format Part B 40% of module mark Same format as mock exam - Four questions (of potentially 8) Attempt 1 All equal 1 hour Closed

Exam: format Part B Guidance Spend approx. 5 minutes on choosing the question Plan your answer before you start writing Structure answer and be relevant to Question Use examples Citations Copley 2004 or other textbooks used Academic journals Marketing press Video or other relevant sources

Exam: preparation Revise sufficient topics (at least 5) to give yourself choice Use lecture notes/seminar materials/ recommended reading from Copley/directed study references/academic journals Anticipate questions …

Exam: Topics IMC in context Marketing Communications theory Marketing communications environment and buyer behaviour theory Marketing communications management process in context Planning: targeting, objectives and positioning Creativity and creative strategy, tactics and execution Media strategy and spend issues Research and Evaluation

Examples of questions: 1. IMC and Management Process Explain IMC in terms of the management of the marketing communications mix. Illustrate your response with examples of what you consider to be good practice. Strategic management can be applied to many things, MC included. Explain what you understand by integration in this context and illustrate what you consider to be good practice.

Examples of questions: 2. MC theory Traditional MC theory as depicted in textbooks gives the impression that the subject is rooted in the past. Comment on the basic MC process and any other MC theory in terms of the perspective of today’s marketing practitioners.

Examples of questions: 3. BB theory & envt Critically assess buyer behaviour theory in relation to marketing communications practice. Illustrate your answer with relevant examples.

Examples of questions: 4. IMC and Management Process Explain the essence of the Decision Sequence Model and provide an example of one such model that can be used in the IMC management context. Discuss, using examples, what companies get most out of this kind of management approach to marketing communications

Examples of questions: 5. Planning – targets, objectives & positioning ‘Perceptual mapping is an essential tool when considering positioning and repositioning of brands and organisations involved with marketing activities’. Using relevant examples to illuminate, explain what you understand perceptual mapping to be in relation to the inevitability of the sue of market segmentation philosophy.

Examples of questions: 6. Planning – Creativity and creative strategy Discuss the creativity in relation to the MC industry, making links to creative and strategy, illustrating with examples of your choice.

Examples of questions: 7 Examples of questions: 7. Planning/Implementation – Media strategy and spend Discuss the changes that technology has brought to the MC industry making reference to media strategy, illustrating with examples of your choice.

Examples of questions: 8. Control/research and evaluation Explain what you understand to be the essence of the control stage of a DSM as applied in the MC context. Using examples to illustrate, include in your response consideration of research in other stages of such a model.

Good Bye and Good Luck! PS see you at graduation! Any Questions? Good Bye and Good Luck! PS see you at graduation!