Integrated Marketing Communications -...
Transcript of Integrated Marketing Communications -...
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1 Chapter One
Integrated Marketing Communications
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Virgin Atlantic
‘Still Red Hot’ 25th Anniversary
campaign
Bold, distinctive imagery
Global campaign
Integrated across many platforms
and channels including social
media, print, and television
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1
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1. How does communication take place?
2. What is an integrated marketing communications program?
3. What new trends are affecting marketing communications?
4. How does an integrated marketing communications program create value?
5. What are the components of an integrated marketing communications program?
6. What does the term GIMC mean?
Integrated
Marketing Communications
Chapter Objectives 1
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• Highly competitive global marketplace
• Wide variety of media available
• Clear communications needed
• Customers bombarded with communications
• Integrated advertising and communications
Integrated
Marketing Communications
Chapter Overview 1
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F I G U R E 1 .1
Communication Process
=Noise
Transmission
Device Encoding Receiver Decoding Sender
Feedback
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Chick-fil-A Social Media
Integrates online with offline
Facebook – 500 profile mentions
Official Chick-fil-A Facebook page
Fan helps administer the page
Allows fans to interact
Announces specials, provides coupons
Promotions on Twitter
“Eat Mor Chikin” offline advertising
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F I G U R E 1 . 2
Examples of Communication Noise
Talking on the phone during a commercial on television.
Driving while listening to the radio.
Looking at attractive model in a magazine ad and ignoring the message and brand.
Scanning a newspaper for articles to read.
Talking to a passenger as the car passes billboards.
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.
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Integrated Marketing Communications is the coordination and integration of all marketing communication tools, avenues and sources within a company into a seamless program which maximizes the impact on consumers and other end-users at a minimal cost. The IMC includes all business-to-business, channel, customer, external communications and internal communications.
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F I G U R E 1 . 3
The Components of Promotion
Product Price Promotion Distribution
Advertising Sales Promotions Personal Selling
Database
Marketing
Direct
Response
Marketing
Sponsorship
Marketing
E-Active
Marketing
Public
Relations
Alternative
Marketing
Social
Media
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F I G U R E 1 . 4
Steps of a Marketing Plan
Current situational analysis
SWOT analysis
Marketing objectives
Target market
Marketing strategies
Marketing tactics
Implementation
Evaluation of performance
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Emerging Trends Marketing Communications
Emphasis on accountability and measurable results
Changes in tasks performed by key individuals
Emergence of alternative media
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Accountability and
Measurable Results
Economic pressures
Want results from marketing budgets
Effort led by CEOs, CFOs, and CMOs
Advertising agencies expected to deliver results
Emerging social media changes communication
Emerging alternative methods and media
Less reliance on mass TV ads
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Account executive – represents advertising agency
and interface with clients
Brand or product manager – oversees specific brands
or line of products
Creatives – design ads and promotional materials
Account planners – voice of the consumer within the
agency
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Changes in Tasks Performed
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 media
Younger consumers
– Less likely to watch TV
– Engaged in technology-based interactions
Challenge
– Finding ways to reach consumers
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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
F I G U R E 1 . 7
Reasons for Integrating Communications
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Advances in Information Technology
Instant communications
Consumers have access to unlimited information
Consumer communication has increased
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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
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Emergence of Online Purchasing
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Increases in Global Competition
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Information technology and communication has
changed marketplace
Products can be purchased from multiple locations
Customers want both low prices and high quality
Manufacturers and retailers must work together
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F I G U R E 1 . 8
Global Market Share of Top
Mobile Phone Brands
Source: "Wireless/Mobile Statistics," www.mobileisgood.com/statistics.php, accessed November 23, 2009.
HTC, 2.7% Huawei, 2.4% LG, 4.8%
Motorola, 2.5%
Nokia, 23.9%
RIM, 2.9%
Samsung, 17.8%
Sony, 1.9%
ZTE, 3.2%
Others, 34.0%
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Increase in Brand Parity
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Brands viewed as being equivalent
Consumers select from group of brands
Quality and characteristics less important
Price more important
Decline in brand loyalty
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Emphasis
Customer Engagement
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Marketers seek to engage customers
Contact points important
Digital media now part of IMC
Two-way communication
Strive to develop emotional commitment
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Understanding customer engagement also applies to nonprofits
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Increase in Micro-Marketing
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Identify appropriate media
Decrease in mass media advertising effectiveness
VCR, TiVo, DVR impact
Shift to micro-marketing
Focus on individuals and micro-segments
Agencies now assist with IMC efforts
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F I G U R E 1 . 9
Overview of IMC Text
Corporate Image
Brand Management
Buyer
Behaviors IMC Planning Process
Advertising
Management
Advertising Design
Theory & Appeals Advertising Design
Messages & Frameworks
Traditional
Media Digital
Marketing
Alternative
Channels
Regulation
& Ethics Evaluation
Database,
Direct Response,
& Personal Selling
Public
Relations &
Sponsorships
Sales
Promotions
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International Implications
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Goal – to coordinate marketing efforts
Greater challenge due to national and
cultural differences
Standardization versus Adaptation
“Think globally, but act locally”
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Integrated Campaigns in Action
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Actual campaigns created by
– Agencies
– Internal marketing departments of brands
Highlights application of theories
14 different campaigns
Ouachita Independent Bank
– Continuous campaign
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Ouachita Independent Bank (Part 1)
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Theme of campaign – Local people, local trust
Integrated components
– Magazine
– Newspaper
– Television
– Digital
ClowBaack – Integrated Campaigns in Action
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Ouachita Independent Bank
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Campaign Theme - Local people, local trust
ClowBaack – Integrated Campaigns in Action
Newspaper print ad
Television ad