Lecture 2-organizingfor imc
Transcript of Lecture 2-organizingfor imc
Organizing for Integrated Marketing
Communications
Dr. George BelchSan Diego State University
Organizing for Integrated Marketing
Communications
Dr. George BelchSan Diego State University
.
Strategic Marketing Model
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
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
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•Who buys? Who influences the decision
•Why do they buy? What needs and wants must be met?
•Why do they buy?
•Where and when?
Competitive analysis
Environmental analysis
Participants in the IMC Process
Marketing communications specialist organizations
Marketing communications specialist organizations
Media organizationsMedia organizations
Advertiser (Client)Advertiser (Client)
Advertising agencyAdvertising agency
Collateral servicesCollateral services
Direct-response agencies
Direct-response agencies
Sales promotion agencies
Sales promotion agencies
Interactive agencies
Interactive agencies
Public relations
firms
Public relations
firms
Creating advertisingCreating
advertising
Planning advertisingPlanning
advertising
Producing advertisingProducing advertising
Performing research
Performing research
Selecting mediaSelecting media
Sales promotions
Sales promotions
Strategic market planning
Strategic market planning
Direct marketing
Direct marketing
Interactive capabilitiesInteractive capabilities
Planning advertisingPlanning
advertising
Creating advertisingCreating
advertising
Producing advertisingProducing advertising
Performing research
Performing research
Selecting mediaSelecting media
Strategic market planning
Strategic market planning
Sales promotions
Sales promotions
Direct marketing
Direct marketing
Package designPackage designPackage designPackage design
Full-Services Agencies
©
Full range of marketing
communication and promotion
services
Full range of marketing
communication and promotion
services
Nonadvertising services
Nonadvertising services
Public relations and publicity
Public relations and publicity
Interactive capabilitiesInteractive capabilities
Full-Service Agency Organization Chart
Services Provided by Agencies
Agency ServicesAgency Services
The link between agency and client
Managed by the account executive
The link between agency and client
Managed by the account executive
Research department
May include account planners
Media department to obtain media space and time
Research department
May include account planners
Media department to obtain media space and time
Creation and execution of ads
Copywriters, artists, other specialists
Creation and execution of ads
Copywriters, artists, other specialists
Marketing Services
Marketing Services
Account Service
Account Service
Creative ServicesCreative Services
Marketing Services
Marketing Services
Account Service
Account Service
Directmail
Directmail
Databasemanagement
Databasemanagement
ResearchResearch
CreativeCreative
Media servicesMedia services
CreativeCreative
Media servicesMedia services
ResearchResearch
Directmail
Directmail
Databasemanagement
Databasemanagement
Direct-Marketing Agency Activities
Direct-MarketingAgencies
Direct-MarketingAgencies
ProductionProduction
Catalog productionsCatalog productionsCatalog productionCatalog production
Promotional planningPromotional planning
Creative work and researchCreative work and research
Tie-in coordinationTie-in coordination
FulfillmentFulfillment
Premium design and manufacturing
Premium design and manufacturing
Premium design and manufacturing
Premium design and manufacturing
FulfillmentFulfillment
Tie-in coordination Tie-in coordination
Creative work and researchCreative work and research
Promotional planningPromotional planning
Contest/sweepstakes management
Contest/sweepstakes management
Activities Performed by Sales Promotion Agencies
©
Strategydevelopment
Generatingpublicity
Lobbying
Publicaffairs
Damagecontrol
Imageportrayal
Strategydevelopment
Generatingpublicity
Lobbying
Publicaffairs
Managing Crises
Imageportrayal
Functions Performed by Public Relations Firms
©
Programplanning
Functions Performed by Interactive Agencies
Interactive Media Creation
Websites
Banner ads
Search engine optimization
Mobile marketing
Social media campaigns
Digital media
Avenue Social creates social media applications for companies
©
ConvenienceConvenience
Greater synergyGreater synergy
Single image for product or serviceSingle image for
product or service
Poor communication
Poor communication
Budget politicsBudget politics
Poor communication
Poor communication
Budget politicsBudget politics
Single image for product or serviceSingle image for
product or service
ConvenienceConvenience
Greater synergyGreater synergy
Evaluation of Integrated Services
Integrated Services
Integrated Services
+ Positive+ Positive - Negative- Negative
No synergyNo synergy
Major Issues and Challenges for IMC
Adoption and development of IMC in companies
Determining IMC leadership Top management, marketing/brand
managers, advertising agencies, or committee
Making IMC more strategic rather than tactical Agency compensation for IMC services IMC measurement and ROI
Many elementsto handle
Internalturf battles
Agency egos
Fear of budgetreductions
Consistentexecution
Measuringcampaignsuccess
Many elements to handle
Internalturf battles
Agency egos
Fear of budget reductions
Consistentexecution
Measuring campaign
success
Obstacles to Implementing IMC
Compensation