Principles of Marketing- Integrated Marketing Communications
Overview of Integrated Marketing Communications Chapter One.
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Transcript of Overview of Integrated Marketing Communications Chapter One.
Overview of Integrated Marketing
Communications
Chapter One
2
• To introduce the topic of marketing communications (marcom) and identify the tools used by practitioners.
• To describe the philosophy and practice of integrated marketing communications (IMC).
• To present the five key features of IMC.
• To identify obstacles to implementing IMC.
Chapter One Objectives
3
Chapter One Objectives
• To introduce a framework that illustrates the activities involved in developing an integrated communications program.
• To distinguish some of the important trade associations in the marcom Field.
4
Elements of Marketing Communications
5
Marketing Communications at the Brand Level
This is the key means for
differentiating one company’s offering
from another’s
A well-known and respected brand is an invaluable asset
Brand
A successful brand can create barriers to entry for
competitors
6
Tools of Marcom
7
Integrated Marketing Communications (IMC)
The philosophy and practice of carefully coordinating a brand’s sundry marketing communication elements.
8
An Example
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The Meaning of Synergy
• The payoff from IMC is that brand managers achieve
– The integration of multiple communication tools and media yield more positive communication results than the tools used individually
10
Five Key Features of IMC
1. Start with the customer or prospect.
2. Use any form of relevant contact.
3. Achieve synergy (speak with a single voice).
4. Build relationships.
5. Affect behavior.
11
An Example of Touch Point, or 360° Marketing: Hershey
Foods
12
Contact Method: USA Network’s Promotion of Miniseries Traffic
13
Another Example of Touch Point Marketing: BriteVision Media
14
Changes in Marketing Communication Practices
• Reduced dependence on mass media
advertising.
• Increased reliance on highly targeted
communication methods.
• Heightened demands on suppliers.
• Increased efforts to assess communications’
return on investment.
15
Obstacles to Implementing IMC
• Few providers have the skills required
to execute.
• Mass media campaigns easier than
Direct-to-Customer.
• The real challenge is to make sure
that tools are consistently executed.
16
Making Brand-Level Marcom Decisions
17
Making Fundamental Marcom Decisions
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A Targeted B2B Ad
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A Concluding Mantra: All Marketing Communications Should Be…
Directed To A Particular Target Market
Clearly Positioned
Undertaken To Accomplish The Objective Within Budget
Constraint
Created To Achieve a Specific Objective
20
Marcom Implementation Decisions
• Mixing elements
• Creating messages
• Selecting media
• Establishing momentum
21
MarCom Outcomes
Enhancing Brand Equity Affecting Behavior
Outcomes
22
Program Evaluation
Program Evaluation• Measuring Results • Providing Feedback
•Taking Corrective Action