Integrated Marketing Communications Chapter 14 Integrated Marketing Communications Chapter 14.
Integrated Marketing Communications · 2019-01-07 · Integrated Marketing Communications A...
Transcript of Integrated Marketing Communications · 2019-01-07 · Integrated Marketing Communications A...
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Integrated Marketing Communications
Chapter 1
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Toyota
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Tesla
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Honda
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High-End or Low-End
• Rolex
• Timex
• Virgin Airlines
• Southwest Airlines
• Nike
• Sketchers
• Budweiser
• Beck’s Beer
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Chapter Objectives
1-7
HOW DOES COMMUNICATION TAKE PLACE?
WHAT IS AN INTEGRATED MARKETING
COMMUNICATIONS PROGRAM?
ARE THERE ANY NEW TRENDS AFFECTING MARKETING
COMMUNICATIONS?
HOW DOES AN INTEGRATED MARKETING
COMMUNICATIONS PROGRAM CREATE VALUE?
WHAT ARE THE COMPONENTS OF AN INTEGRATED
MARKETING COMMUNICATIONS
PROGRAM?
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The Facts Are…
• Highly competitive global marketplace
• Wide variety of media is available
• Clear communications are needed
• Customers are bombarded with communications
• Integrated advertising and communications MUST break through the clutter to be successful
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The Nature of CommunicationTo understand advertising, you have to understand the communication process.
• Communication is defined as transmitting , receiving and processing information
• Plays a key role in any advertising or marketing program
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Communication Process
=Noise
Transmission Device
Encoding ReceiverDecodingSender
Feedback
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Examples of Communication Noise• Chatting on the phone during a TV commercial
• Driving while listening to radio
• Looking at the model and ignoring magazine or brand message
• Billboards ignored
• Scrolling past internet ads without looking at them
• Annoyed by ads appearing on a social media site
• Being offended by the message on a flyer for a local business
• Ignoring tweets on Twitter because they are not relevant
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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 at a minimal
cost.
Integrated Marketing Communications
A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct
marketing, social media work together as a unified force, rather than permitting each to work in isolation.
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Marketing Mix: The “Four Ps”
Price
Promotion
Place
Product
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Product Price Promotion Distribution
Advertising Sales Promotions Personal Selling
DatabaseMarketing
DirectResponseMarketing
SponsorshipMarketing
Digital Media
PublicRelations
AlternativeMarketing
SocialMedia
Promotional Mix
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Social Media Landscape
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Promotion
PROMOTION is a form of communication
intended to persuade an audience (viewers, readers or listeners) to purchase or take some
action upon products, ideas, or services.
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Promotion Definition
• It includes
• name of a product or service
• how that product or service could benefit the consumer
• to persuade a target market to purchase or to consume that particular brand.
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Crocs
• name of a product or service
• how that product or service could benefit the consumer
• to persuade a target market to purchase or to consume that particular brand.
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Twitter Thread
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INTEGRATED MARKETING COMMUNICATION PLAN –
Begins with a strategic plan
• The plan coordinates efforts marketing mix: Product, price, promotion and placement. The same plan details all of the promotional efforts to make sure the total communication plan is in sync.
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Integrated Marketing Communications
• The American Marketing Association defines Integrated Marketing Communications (IMC) as
• “a planning process designed to assure that all brand contacts received by a customer or prospect for a
product, service, or organization are relevant to that person and consistent over time.”
Compared to composing a musical score. In a piece of music, while every instrument has a specific task, the goal is to have them come together in a way that produces beautiful music.
It’s the same in IMC, where advertising might be your violin, social media your piano, public relations your trumpet and so on.
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Airbnb
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Don’t just Go there
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Airbnb – Don’t go there, live there…
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Print Ads
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Emerging Trends in Marketing Communications
• Emphasis on accountability and measurable results
• Explosion in use of digital media
• Integration of media platforms
• Shift in Channel Power
• Increased global competition
• Increase in brand parity
• Emphasis on customer engagement
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1. Accountability
• Unlimited spending out, economic pressures
• Advertising agencies are accountable• Want results from marketing budgets• 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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2. Explosion of Digital Media
Explosive growth of digital mediathat may become part of a marketing communications program.
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Digital Media
Emergence of
Interactive Web sites, blogs, and social networks
Smartphones
Companies shifting expenditures from traditional to new, social media
Younger consumersLess likely to watch TV
Engaged in technology-based interactions
ChallengeFinding ways to reach consumers
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3. Integration of Media Platforms
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Integration of Media Platforms
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• Technology allows instant communications
• Customers have access to unlimited information
• Company, products, brands, reviews, ratings, etc.
• Consumer communication has increased
• Customers can now talk to each other
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5. Shift in Channel Power
• Channel power has changed and is continuing to change.
• Shift from manufacture to retailer to consumer
• The internet has shifted more power to the consumer.
• Multiple methods to make a purchase (retail or online)
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1-39
Online Retail Spending
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5. Increases in Global Competition
• Products can be purchased from anywhere in the world
• Competition no longer comes from down the street.
• Customers want both low prices and high quality
• Shopping online international is now easy and transparent
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6. Increase in Brand Parity
• Many products have identical benefits
• Brand Parity – customers see brands as about equal in quality and attributes.
• No one brand is viewed a being superior
• Consumers select from group of brands
• Quality and characteristics less important
• Price more important
• Decline in brand loyalty
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7. 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
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8. Increase in Micro-Marketing
• Mass marketing declining
• Decrease in mass media advertising effectiveness
• VCR, TiVo impact (skipping ads)
• Shift to one-on-one marketing
• Focus on individuals and micro-segments
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Overview of Integrating Marketing
Communications