1. INTEGRATED MARKETING COMMUNICATIONS
LECTURE 5:
THE DECISION SEQUENCE MODEL (DSM) AND THE FIRST STEP OF APIC – ANALYSIS (LEADING TO PLANNING – TARGETS, OBJECTIVES & POSITIONING)

2. Objectives
Understand the nature and principles of the decision sequence model (DSM)
Gain recognition of a variety of DSMs and appreciate the subtle differences between DSMs
Understand the elements of DSMs and in particular key analysis factors
Appreciate the importance of the identification of targets at an early stage in the process
Appreciate the nature and importance of objectives in the planning process
Understand the ideas behind positioning as part of the planning process

3. WHAT IS A DECISION SEQUENCE MODEL (DSM)?
A framework for the development of an integrated marketing communications strategy
A way to develop integration through and across the line i.e.
marcomms strategy emanating from corporate and marketing strategy;
and all marcomms mix factors working together synergistically

4. DSM MODELS Most contain the following elements analysis
objectives } planning
marcomms strategy }
budgeting } implementation
implementation }
evaluation/control

5. DSM MODELS There are many to choose from to assist marketers
APIC (Copley 2004)
Rothschild (1987)
Shimp Brand Equity (1997)
SOSTAC (Smith, Berry and Pulford 1997)
Rossiter and Percy(1997)
Belch and Belch
Fill KFA (1995) and Context Analysis (2002)

6. Marketing Communications Planning Models

7. Marketing Communications Planning Models

8. Marketing Communications Planning Models

16. DSM: ANALYSIS (APIC)
Targets (existing customers, prospects or other key influentials)
Product
Company/Organisation
Environment (micro and macro)

17. DSM: Analysis (APIC) Targets Customer databases
Targets
Customer databases
Product differentiation and branding 
Decision processes and influences
Segmentation (descriptors)
Demographics
Geographics/geodemographics
Psychographics
Behavioral

18. DSM: Analysis (APIC) 2. Products Assessment of product class USP?
2. Products
Assessment of product class
USP?
Perceptions
Benefits analysis
Decision type

19. DSM: ANALYSIS (APIC) 3. Assessment of the company/ organisation
Mission, objectives etc
Resources and capabilities
Culture and trends

20. DSM: ANALYSIS (APIC) 4. Environment Ref lecture 4
Micro – stakeholders, competition, suppliers
Marco - PEST

21. DSM: PLANNING (APIC)
Target Audiences
Objectives
Positioning
Strategy

22. DSM: PLANNING (APIC) Target audiences
Who is the target of the campaign
Primary targets
Secondary targets

23. DSM: Planning (APIC)
 2.Objectives
Hierarchical from the mission down to marketing communications
SMART i.e. specific, measurable, achievable, relevant, timed.
3 T’s – time, target and task
Don’t forget to quantify them

24. DSM: Planning (APIC) Objectives models DAGMAR
Measure the result of a specific communication task in terms of the think-feel-do/cognitive-affective-behavioural hierarchy of effects on a defined audience
Measure the degree of change in a given time period as one moves through the hierarchy
70% aware 50% understand 40% convinced 20% purchase

25. DSM: Planning (APIC) Objectives examples
MARKETING AND MARKETING COMMUNICATIONS
 Marketing objective to achieve 20% market share in the first trading period (say) year.
Marketing communications objectives to help achieve this could be many and varied with the first being creation of 70 % awareness through (say) advertising and so on.

26. DSM: Planning (APIC) 3. Positioning Customer’s perspective
Strategic positioning is a result of communicated perceptions about a product or brand
Position is a reference point vis-à-vis the competition
Position involves product attributes/features with related perceived or otherwise benefits
BMW thus becomes ‘the ultimate driving machine’, Volvo is first of all safe, then has longevity and now is well designed.

27. DSM: Planning (APIC)
Example of a positioning map (cars)

28. DSM: Planning (APIC)
Developing a positioning strategy - a seven point system:
 1. Determine relevant product/market - or more than one if applicable
2. Identify the competition - whether primary (Perrier versus other bottled water) or secondary (Perrier versus other soft drinks)
3. Determine how consumers evaluate options - marketers must understand the standards by which consumers evaluate and reach decisions

29. DSM: Planning (APIC)
4. Learn how competitors are perceived - based on the same kinds of parameters.
5. Identify gaps in positions held - this helps pinpoint gaps that are attractive and that are not!
6. Plan and carry out the position strategy - design a programme
7. Monitor the position - seek to check for adjustments

30. Any Questions