IMC - Moving From Awareness to Action

Integrated Marketing Communications is about the consumer receiving a consistent, relevant message about a brand which delivers a clear profile of that brand over time.

Understanding Consumer Perceptions

A smart IMC plan involves understanding consumer perceptions and identifying --through expert methodology and modelling-- both the messaging and the media channels that will influence consumer behaviour. Consumers don't change behaviour simply as a result of being confronted with media. Consumers change behaviour as a result of how advertising affects their knowledge and attitudes.

From Message to Market share

With Pointlogic's communications planning software, it is possible to experiment with different messaging profiles to understand what combination of messages works hardest to drive market share for a brand. You could call our approach message-based channel planning.

Message-Based Channel Planning

Once the best "message mix" for a brand is determined, Pointlogic can pinpoint exactly which media channels are most appropriate for those messages, and how much should be invested against each message in each channel. Once the messaging profile and channel combination are set, it is then possible to test these combinations and track the changes in consumer brand perceptions.

Considering Client Needs

The goals and strategies of client campaigns are taken carefully into consideration. What consumer behaviour is to be spurred as a result of seeing a particular advertisement? Does the client want the consumer to become aware of a brand for the first time, do they want to prompt conversation about a brand, or to prompt an immediate action? Pointlogic processes these diverse variables and translates these insights into marketing communication plans that influence the stimulators for the brand in a positive manner.

Pointlogic's IMC Software Suite Includes:

Compose is a multi-category syndicated research solution that applies innovative consumer research, planner insight and an expert survey over a broad range of advertising categories.

Chorus is a platform for integrated marketing that applies a combination of modelling services, consultancy and software. It helps advertising professionals to improve and forecast short-term and long-term sales while reducing risks, deepening insights and performing better in overall management.

M3 is a single category in-depth communications planning solution that bridges media and message to improve market share. It combines respondent-level research, ROI analytics modelling and software to quantify how consumer contact points combined with the appropriate message grow market share.