integrated marketing communication belch
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Transcript of integrated marketing communication belch
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Copyright © 2012 McGraw-Hill Companies, Inc., All right reversedMcGraw-Hill/Irwin
An Introduction to IntegratedMarketing Communications
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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
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Facebook Changes Communications
Brands can now communicate with consumers through:• Likes• Groups• Pages
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Facebook Profiles
• Hyper-targeted marketing
Age
Sex
Location
Interests
Education
Birthday
Profession
Likes
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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
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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
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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
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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
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The Marketing Mix
• The Four Ps• Product• Price• Place• Promotion
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Contemporary IMC Approach
Point ofpurchase
Publicity
Interactivemarketing
Publicrelations
Directmarketing
Specialevents
PackagingSales
promotionDirect
response
Massmedia
advertising
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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
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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
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The Role of IMC in Branding
BrandIdentity
Image orAssociations Performance
Name Packaging
Logo Design
Symbols
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Building Brands in a Recession
Consumers
Spend less money
Carefully scrutinize purchases
Rethink brand loyalties
Willing to trade off or down
More price sensitive
More value conscious
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Building Brands in a Recession
Reduce advertising budgets
Balance discounts/promos w/brand image
Must overcome consumer distrust
Change product marketing focus
Increase online social presence
Look for new ways to remain relevant
Companies
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Test Your Knowledge
Why are marketers decreasing the use of mass media advertising and increasing the use of integrated marketing communications?
A) The mass market has become fragmented B) New technologies gave consumers greater
control over the communication process C) Use of the Internet and electronic commerce
is growing D) Explosive growth in social networking E) All of the above
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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
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Advertising
• Paid, nonpersonal communication• About an organization, product,
service, or idea • With an identified sponsor• No immediate feedback from audience
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Non-Personal Media
• Mass media• TV• Radio• Magazines• Newspapers
• Benefits• Cost effective• Large audiences
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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
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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
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Direct Response Advertising
• Encourages consumers to purchase directly from the manufacturer
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Direct Response Advertising
Major Tools
Direct Mail
Television
Magazines
Internet
Forces for Change
Changing Lifestyles
Credit Cards
Toll-free Numbers
Rapid Internet Growth
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Interactive Marketing
• Interactive media• Internet• Kiosks• Interactive television• Cell phones• Other mobile devices
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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
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Sales Promotion
Marketing activities that provideextra value or incentives to the…
Sales Force
Retailers
Ultimate Consumer
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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
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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
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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
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Public Relations
• Uses publicity and other tools• Special publications• Community activities• Fund-raising events• Sponsorships• Public affairs
activities
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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
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IMC Audience Contact Tools
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Touch Points: Control vs. Impact
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IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising Salespromotion
PR/publicity
Personalselling
Directmarketing
Advertisingobjectives
Salespromotionobjectives
PR/publicityobjectives
Personalsellingobjectives
Directmarketingobjectives
Messagestrategy
Salespromotionstrategy
PR/publicitystrategy
Personalsellingstrategy
Directmarketingstrategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/interactive
Internet/interactiveobjectives
Internet/interactivestrategy
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Elements of a Marketing Plan
Detailed situation analysis
Marketing strategy and program
Specific marketing objectives
Program for implementing the strategy
Process for monitoring & evaluating performance
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Promotional Program Situational Analysis
Internal
Firm’s promotional organization/capabilities
Review of previous programs and results
Assess firm/brand image
Assess strengths and weaknesses of product or service
External
Customer analysis
Competitive analysis
Environmental analysis
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Analysis of Communications Process
• Communication decisions• Source and message• Communication channels• Media mix• Costs• Marketing goals• Communication objectives
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Budget Determination
• What will the promotional program cost?• How will the money be allocated?
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Developing the IMC Program
IMC Strategies
Creative Media
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Monitoring, Evaluation, Control
Basic Goals
Determine how well the programis doing, and why
Problem correction
Continual management feedback
Input for future promotions/strategies