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An Introduction to Integrated Marketing Communications
An Introduction to Integrated Marketing Communications
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
What is Marketing?
Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization.
Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization.
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ValueValue
Relationship marketingRelationship marketing
Mass customizationMass customization
Customer relationship management (CRM)
Customer relationship management (CRM)
ValueValue
Relationship marketingRelationship marketing
Mass customizationMass customization
Coordinated Marketing Mix Elements Build Image
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Point ofpurchase
Publicity
Publicrelations
Directmarketing
Interactivemarketing
Specialevents
Packaging
Salespromotion
Directresponse
Traditional Approach to Marketing Communications
MediaAdver-tising
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Contemporary IMC Approach
Point ofpurchase
Publicity
Interactivemarketing
Publicrelations
Directmarketing
Specialevents
PackagingSales
promotionDirect
response
MediaAdver-tising
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Defining IMC
IMC is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs with consumers, customers, prospects employees and other relevant external and internal audiences.
IMC is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs with consumers, customers, prospects employees and other relevant external and internal audiences.
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The goal of IMC is to generate short-term financial returns and build long-term brand value.
The goal of IMC is to generate short-term financial returns and build long-term brand value.
Demand for accountabilityDemand for accountabilityDemand for accountability and Measurement of Outcomes
Demand for accountability and Measurement of Outcomes
Recognized as a business processRecognized as a business process
Importance of relevant audienceImportance of relevant audience
Recognized as a business processRecognized as a business process
Multiple relevant audiencesMultiple relevant audiences
A Contemporary Perspective of IMC
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
IMCIMC
Traditional compensationTraditional compensation Performance-based compensation Performance-based compensation Traditional compensationTraditional compensation Performance-based compensation Performance-based compensation
Media advertisingMedia advertising Multiple forms of communicationMultiple forms of communication
Mass mediaMass media Specialized mediaSpecialized media
Manufacturer dominanceManufacturer dominance Retailer dominanceRetailer dominance
General focusGeneral focus Data-based marketingData-based marketing
Low agency accountabilityLow agency accountability Greater agency accountabilityGreater agency accountability
Limited Internet availabilityLimited Internet availability Widespread Internet availabilityWidespread Internet availability
Media advertisingMedia advertising Multiple forms of communicationMultiple forms of communication
Mass mediaMass media Specialized mediaSpecialized media
Manufacturer dominanceManufacturer dominance Retailer dominanceRetailer dominance
General focusGeneral focus Data-based marketingData-based marketing
Low agency accountabilityLow agency accountability Greater agency accountabilityGreater agency accountability
Reasons for the Growing Importance of IMC
From Toward
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
IMC and Branding
Brand Identity is a combination of factors: Name, logo, symbols, design, packaging, product or service performance, and image or associations in the consumer’s mind.
Brand Identity is a combination of factors: Name, logo, symbols, design, packaging, product or service performance, and image or associations in the consumer’s mind. IMC plays a major role
in the process of developing and sustaining brand identity and equity.
IMC plays a major role in the process of developing and sustaining brand identity and equity.
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
AdvertisingAdvertising
Direct MarketingDirect Marketing
Interactive/Internet Marketing
Interactive/Internet Marketing
Sales PromotionSales Promotion
Publicity/PublicRelations
Publicity/PublicRelations
Personal SellingPersonal Selling
AdvertisingAdvertising
Direct MarketingDirect Marketing
Interactive/Internet Marketing
Interactive/Internet Marketing
Sales PromotionSales Promotion
Publicity/PublicRelations
Publicity/PublicRelations
Basic Elements of the Promotional Mix
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Primary vs. Selective Demand Advertising
Primary vs. Selective Demand AdvertisingPrimary vs. Selective Demand Advertising
Primary vs. Selective Demand Advertising
Business-to-Business AdvertisingBusiness-to-Business Advertising
Organizations
National AdvertisingNational Advertising
Retail/Local AdvertisingRetail/Local Advertising
Professional AdvertisingProfessional Advertising
Trade AdvertisingTrade Advertising
National AdvertisingNational Advertising
Retail/Local AdvertisingRetail/Local Advertising
Business-to-Business AdvertisingBusiness-to-Business Advertising
Professional AdvertisingProfessional Advertising
Classifications of Advertising
Consumers
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
DirectResponse
Advertising
DirectResponse
Advertising
DirectResponse
Advertising
DirectResponse
Advertising
DirectMail
DirectMail
CatalogsCatalogs
TelemarketingTelemarketing
InternetSales
InternetSales
ShoppingChannelsShoppingChannels
DirectMail
DirectMail
TelemarketingTelemarketing
CatalogsCatalogs
ShoppingChannelsShoppingChannels
Direct Marketing is Part of IMC
DirectMarketing
DirectMarketing
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Builds and maintains customer
relationships
Builds and maintains customer
relationships
Obtains customer database
information
Obtains customer database
information
Communicates and interacts with buyers
Communicates and interacts with buyers
Provides customer
service and support
Provides customer
service and support
Educates or informs
customers
Educates or informs
customers
A persuasive advertising
medium
A persuasive advertising
medium
A sales tool or an actual sales vehicle
A sales tool or an actual sales vehicle
Obtains customer database
information
Obtains customer database
information
Communicates and interacts with buyers
Communicates and interacts with buyers
Provides customer
service and support
Provides customer
service and support
Educates or informs
customers
Educates or informs
customers
A persuasive advertising
medium
A persuasive advertising
medium
A sales tool or an actual sales vehicle
A sales tool or an actual sales vehicle
Using the Internet as an IMC Tool
TheInternet
TheInternet
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Consumer-oriented
• [For end-users]
• Trade-oriented
• [For resellers]
Sales Promotion Tools
EventsEvents
Loyalty ProgramsLoyalty Programs
Bonus Packs Bonus Packs
Refunds/Rebates Refunds/Rebates
Contests/SweepstakesContests/Sweepstakes
PremiumsPremiums
SamplesSamples
CouponsCoupons
CoopAdvertising
CoopAdvertising
TradeShowsTradeShows
TrainingProgramsTraining
Programs
POP DisplaysPOP Displays
TradeAllowances
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Introduce new products
Introduce new products
Get existing customers to buy
more
Get existing customers to buy
more
Attract new customers
Attract new customers
Maintain sales in off season
Maintain sales in off season
Increase retail inventories
Increase retail inventories
Tie in advertising & personal
selling
Tie in advertising & personal
selling
Enhance personal selling
Enhance personal selling
Combat competition
Combat competition
Introduce new products
Introduce new products
Get existing customers to buy
more
Get existing customers to buy
more
Attract new customers
Attract new customers
Maintain sales in off season
Maintain sales in off season
Increase retail inventories
Increase retail inventories
Tie in advertising & personal
selling
Tie in advertising & personal
selling
Enhance personal selling
Enhance personal selling
Various Uses of Sales Promotion
SalesPromotion
SalesPromotion
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Advertising Versus Publicity
AdvertisingAdvertising PublicityPublicity
TentativeTentative
LowLow
Low/Unspecified Low/Unspecified
Uncontrollable Uncontrollable
GreatGreat
LowerLower
Measurable Measurable
SchedulableSchedulable
High/Specific High/Specific
HighHigh
SpecifiableSpecifiable
UndeterminedUndetermined
HigherHigher
LittleLittle
FactorFactor
ControlControl
CredibilityCredibility
ReachReach
FrequencyFrequency
CostCost
FlexibilityFlexibility
TimingTiming
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
InterviewsInterviewsInterviews Interviews
FeatureArticlesFeatureArticles
SpecialEventsSpecialEvents
PressConferences
PressConferences
NewsReleases
NewsReleases
FeatureArticlesFeatureArticles
SpecialEventsSpecialEvents
NewsReleases
NewsReleases
Publicity Vehicles
PublicityVehiclesPublicityVehicles
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Corporate AdvertisingCorporate
Advertising Cause-related
MarketingCause-related
Marketing
PublicityVehicles
CommunityActivities
Public AffairsActivities
SpecialPublications
Special EventSponsorship
PublicityVehicles
CommunityActivities
Public AffairsActivities
SpecialPublications
Public Relations Tools
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
IMC Audience Contact Tools
Target AudienceTarget Audience
Broadcast media
(TV/radio)
Broadcast media
(TV/radio)
Print media (newspapers,
magazines)
Print media (newspapers,
magazines)
Public Relations/publicity
Public Relations/publicity
Internet/interactiveInternet/
interactive
Directmarketing
Directmarketing
Sales Promotion
Sales Promotion
Product placements
(TV and movies)
Product placements
(TV and movies)
Events and sponsorshipEvents and sponsorship
Word-of-mouth
Word-of-mouth
Point-of-purchase (displays,
packaging)
Point-of-purchase (displays,
packaging)
Personal selling
Personal selling
Out-of-home media
Out-of-home media
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
1. A detailed situation analysis1. A detailed situation analysis
2. Specific marketing objectives2. Specific marketing objectives
3. A marketing strategy and program3. A marketing strategy and program
4. A program for implementing the strategy4. A program for implementing the strategy
5. A process for monitoring and evaluating performance5. A process for monitoring and evaluating performance
1. A detailed situation analysis1. A detailed situation analysis
3. A marketing strategy and program3. A marketing strategy and program
4. A program for implementing the strategy4. A program for implementing the strategy
2. Specific marketing objectives2. Specific marketing objectives
The Marketing Plan
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Integrated Marketing Communications Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
AdvertisingSales
promotionPR/
publicityPersonalselling
Directmarketing
Advertisingobjectives
Salespromotionobjectives
PR/publicity
objectives
Personalselling
objectives
Directmarketingobjectives
Messagestrategy
Salespromotionstrategy
PR/publicitystrategy
Personalselling
strategy
Directmarketingstrategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/interactive
Internet/interactiveobjectives
Internet/interactivestrategy
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin