1 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin An...
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Transcript of 1 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin An...
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Copyright © 2012 McGraw-Hill Companies, Inc., All right reversedMcGraw-Hill/Irwin
An Introduction to IntegratedMarketing Communications
1-2
The Modern World of Marketing
• Rapidly changing media environment• Mass media losing viewers, readers,
listeners
• Digital media targets narrow audience
• Consumers not content to be passive message recipients
• Information now obtained from a myriad of sources
1-3
Volkswagen Strategy
Integrated Marketing Strategy
Traditional MassMedia
Social Media
Sports Team
Sponsor
Point-of-Sale Kits
1-4
Punch Dub
• Entertaining, interactive information
1-5
The Growth of Advertising and Promotion
• Integral part of social and economic systems• Carefully prepared messages delivered
to carefully targeted audiences• Six-fold increase between 1980 and 2010
• New marketing channels• Internet ads (banner ads, videos,
webisodes)• Social media• Mobile marketing
1-6
The Role of Marketing
Advertising & Promotion
Inform customers of a product or service
Convince them of its ability to satisfy their wants or needs
Help develop and sustain relationships
Nonprofit Organizations
Solicit donations
Offer intangible social and psychological satisfactions
1-7
What is Marketing?
The activity, set of institutions, and processes for…
creating, communicating, delivering, and exchanging offerings that have…
value for customers, clients, partners, and society at large
1-8
What is Value?
• Customer’s perceptionof all the benefits of aproduct or service• Weighed against
costs of acquiringand consuming it
• Benefits can be…• Functional• Experiential• Psychological
1-9
The Marketing Mix
• The Four Ps• Product• Price• Place• Promotion
1-10
Contemporary IMC Approach
Point ofpurchase
Publicity
Interactivemarketing
Publicrelations
Directmarketing
Specialevents
PackagingSales
promotionDirect
response
Massmedia
advertising
1-11
Growing Importance of IMC
• Value of IMC• Avoids duplication of marketing efforts• Synergy among promotional tools• More efficient and effective marketing
• Rapidly changing environment• Consumer behavior• Technology• Media consumption behavior• Proliferation of media
1-12
The Marketing Revolution
Shift from traditional media ads to other forms of promotion/nontraditional media
Internet and social media changing how companies interact with consumers
Power shift: manufacturers to retailers
Database marketing
Greater ad agency accountability
Changes in how ad agencies are compensated
1-13
The Role of IMC in Branding
BrandIdentity
Image orAssociations Performance
Name Packaging
Logo Design
Symbols
1-14
The Promotional Mix
Interactive/ Internet
Marketing
Interactive/ Internet
MarketingAdvertisingAdvertising Direct
Marketing
Direct Marketing
Personal Selling
Personal Selling
Sales Promotion
Sales Promotion
Publicity/ Public
Relations
Publicity/ Public
Relations
1-15
Advertising
• Paid, nonpersonal communication• About an organization, product,
service, or idea • With an identified sponsor• No immediate feedback from audience
1-16
Non-Personal Media
• Mass media• TV• Radio• Magazines• Newspapers
• Benefits• Cost effective• Large audiences
1-17
Advertising Classifications
Primary / Selective Demand Primary / Selective Demand
Business-to-Business Business-to-Business
Organizations
National National
Retail / Local Retail / Local
Professional Professional
Trade Trade
Consumers
1-18
Forms of Direct Marketing
Database Management
Database Management
TelemarketingTelemarketing
Direct MailDirect Mail
Shopping ChannelsShopping Channels
CatalogsCatalogs
InternetSalesInternetSales
Direct SellingDirect Selling
Direct Response Ads
Direct Response Ads
1-19
Direct Response Advertising
• Encourages consumers to purchase directly from the manufacturer
1-20
Direct Response Advertising
Major Tools
Direct Mail
Television
Magazines
Internet
Forces for Change
Changing Lifestyles
Credit Cards
Toll-free Numbers
Rapid Internet Growth
1-21
Interactive Marketing
• Interactive media• Internet• Kiosks• Interactive television• Cell phones• Other mobile devices
1-22
Interactive Marketing
• Internet activities• Advertise products and services• Link ads and websites to search engines• Offer coupons, contests, sweepstakes• Conduct direct marketing• Do personal selling• Conduct public relations activities• Measure advertising and promotions
1-23
Sales Promotion
Marketing activities that provideextra value or incentives to the…
Sales Force
Retailers
Ultimate Consumer
1-24
Consumer vs. Trade Promotions
Consumer-oriented
Trade-oriented
Couponing, sampling, premiums, rebates, contests, sweepstakes,
POP materials
Wholesalers, distributors, retailers
Encourages immediate purchases
Promotional/merchandising allowances, price deals, sales
contests, trade shows
1-25
Publicity
High credibility and low cost
High credibility and low cost
Not always under company control
Not always under company control
Is sometimes unfavorable
Is sometimes unfavorable
A news story, editorial, or
announcement to a mass audience
A news story, editorial, or
announcement to a mass audience
Not directly paid foror run under
identified sponsor
1-26
Public Relations
• Management function• Evaluates public attitudes• Identifies items of public interest• Executes a program of action to earn
public understanding and acceptance
• Primary objectives• Establish and maintain a positive image
of the company among various publics
1-27
Public Relations
• Uses publicity and other tools• Special publications• Community activities• Fund-raising events• Sponsorships• Public affairs
activities
1-28
Personal Selling
• Person-to-person communication• A seller attempts to assist and/or
persuade prospective buyers to make a purchase or act on an idea
1-29
IMC Audience Contact Tools