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An Introduction To Integrated Marketing Communications: Mcgraw-Hill/Irwin
An Introduction To Integrated Marketing Communications: Mcgraw-Hill/Irwin
McGraw-Hill/Irwin
Founded in 1998
Delivers relevant search results by favoring pages linked to by other sites Sells ads linked to search keywords Annual revenue exceeds $10 billion
Keys to success
Simplicity Speed Accuracy
Contextual ads
Appear on other relevant Web sites
Site-targeted
Generates sales and branding Cost is per thousand impressions (CPM)
Rapidly Changing Media Environment Increasingly difficult to target audiences & communicate effectively
Consumers no longer passive recipients They demand more than information From a myriad of sources
Online strategies
Provide detailed information Be experiential, entertaining, interactive MySpace, YouTube, Facebook, wireless mobile media devices, e-mail
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What is Marketing?
An organizational function Processes for creating, communicating, and delivering value to customers Managing customer relationships in ways that benefit the organization and its stakeholders
Point of purchase
Interactive marketing
Public relations
Direct marketing
Media Advertising
Publicity
Packaging
Direct response
Direct response
Point of purchase
Publicity
Media Advertising
Public relations
Interactive marketing
Direct marketing
Special events
Defining IMC
IMC is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs with consumers, customers, prospects employees and other relevant external and internal audiences. The goal of IMC is to generate short-term financial returns and build long-term brand value.
IMC
Importance of relevant audience Multiple relevant audiences Demand for accountability and Demand for accountability measurement of outcomes
Toward
Multiple forms of communication Specialized media Retailer dominance Data-based marketing Greater agency accountability
Performance-based compensation
IMC plays a major role in developing and sustaining brand identity and equity
Rank
Brand
1
2 3 4 5 6 7
Coca-Cola
Microsoft IBM General Electric Nokia Toyota Intel
$65.32
58.71 57.09 51.57 33.70 32.07 30.95
8
9 10
McDonalds
Disney Mercedes-Benz
29.39
29.21 23.57
Finding New Ways to Build Brands Consumers are driving the trend
They view brands as a form of self-expression They know more about brands and the companies that make them Cynicism about corporations is at an all-time high They seek and share information with other consumers via the Internet
Publicity/Public Relations
Personal Selling
Consumers
Organizations
Direct Marketing
Direct Mail Internet Sales Direct Response Advertising
Direct Marketing
Shopping Channels Catalogs Telemarketing
Includes call for action. Phone number, mail-in form, website address provided.
Interactive media
Internet CD-ROMs Kiosks Interactive television Digital cell phones
Sales Promotion
Sales Promotion
Coupons
Samples
Premiums Contest/Sweepstake Refunds/Rebates Bonus Packs Loyalty Programs Events
Trade Allowances
POP Displays Training Programs
Trade Shows
Coop Advertising
Consumer-oriented
[For end-users]
Trade-oriented
[For resellers]
Sales Promotion
B)
C)
Sales promotion
Publicity
D)
E)
Public relations
Personal selling
Frequency
Cost Flexibility Timing
Uncontrollable
Low/Unspecified
High/Specific
High Specifiable
Low Tentative
Publicity Vehicles
Feature Articles
News Releases
Publicity Vehicles
Interviews
Press Conferences
Special Events
Public Relations
Systematically planning and distributing information in an attempt to control and manage image and the nature of the publicity received.
Publicity Vehicles
Community Activities Public Affairs Activities
Special Publications
Corporate Advertising Special Event Sponsorship
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
Out-of-home media
Direct marketing
Target Audience
Personal selling Sales Promotion
Point-ofpurchase
Word-ofmouth
Product placements
D) marketing audit
E) situation analysis
The IMC Planning Process Developing an integrated marketing communications plan requires
Planning
Executing
Evaluating Controlling
Advertising
Sales promotion
PR/ publicity
Personal selling
Direct marketing
Internet/ interactive