Capter 1rev
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Transcript of Capter 1rev
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Copyright 2012 Pearson Education 1-1
1 Chapter OneIntegrated Marketing Communications
Enriched by:Janette M. Pinariya, MM
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Copyright 2012 Pearson Education 1-2
Communication Process
=Noise
TransmissionDevice
Encoding ReceiverDecodingSender
Feedback
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Talking on the phone during a commercial on television.
Driving while listening to the radio.
Looking at sexy model in a magazine ad and ignoring themessage and brand.
Scanning a newspaper for articles to read.
Scrolling past Internet ads without looking at them.
Annoyed by ads appearing on a social media site.
Ignoring tweets on Twitter because they are not relevant.
Offended by the message on a flyer for a local business.Copyright 2012 Pearson Education 1-3
Examples of Communication Noise
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Integrated Marketing Communicationsis the coordination and integration ofall marketing communication tools,venues and sources within a companyinto a seamless program which
maximizes the impacton consumersand other end-users at aminimal cost.
The IMC includes all business-to-
business, channel, customer, externalcommunications and internalcommunications.
Copyright 2012 Pearson Education 1-4
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The Components of Promotion
Copyright 2012 Pearson Education 1-5
Product Price Promotion Distribution
Advertising Sales Promotions Personal Selling
Database
Marketing
DirectResponse
Marketing
Sponsorship
Marketing
E-Active
Marketing
Public
Relations
Alternative
Marketing
Social
Media
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Steps of a Marketing Plan
Current situational analysis
SWOT analysis
Marketing objectives
Target market
Marketing strategies
Marketing tactics
Implementation Evaluation of performance
Copyright 2012 Pearson Education 1-6
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Changes in Tasks Performed
Account executive represents advertising agency andinterface with clients
Brand or product manager oversees specific brandsor line of products
Creatives design ads and promotional materials Account planners voice of the consumer within the
agency
Copyright 2012 Pearson Education 1-7
Partnership among individuals to achieve results.
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Emergence of Alternative Media
Emergence of Interactive Web sites, blogs, and social networks
Smartphones
Companies shifting expenditures from traditional to
new, alternative mediaYounger consumers
Less likely to watch TV
Engaged in technology-based interactions
Challenge Finding ways to reach consumers
Copyright 2012 Pearson Education 1-8
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Advances in information technology
Changes in channel power
Increase in global competition
Increase in brand parity
Emphasis on customer engagement Increase in micro-marketing
Copyright 2012 Pearson Education 1-9
Reasons forIntegrating Communications
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Advances in Information Technology
Instant communications
Consumers have access to unlimited information
Consumer communication has increased
Copyright 2012 Pearson Education 1-10
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Changes in
Channel Power
Retailers Control channel
Control shelf space
Have purchase data
Determine products and brands on shelves
Consumers Internet shifts power to consumers
Multiple methods of making purchases
Copyright 2012 Pearson Education 1-11
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Emphasis on Customer Engagement
Marketers seek to engage customers
Contact points important
Digital media now part of IMC
Two-way communication
Strive to develop emotional
commitment
Copyright 2012 Pearson Education 1-12