Professional Documents
Culture Documents
Chap 001
Chap 001
An Introduction to Integrated
Marketing Communications
1-2
The Modern World of Marketing
1-3
Volkswagen Strategy
1-4
Punch Dub
1-6
The Role of Marketing
1-7
What is Marketing?
1-8
What is Value?
• Customer’s perception
of all the benefits of a
product or service
• Weighed against
costs of acquiring
and consuming it
1-9
The Marketing Mix
• The Four Ps
• Product
• Price
• Place
• Promotion
1-10
Contemporary IMC Approach
Sales Direct
Packaging
promotion response
Mass
Point of media
purchase advertising
Public
relations
Publicity
Interactive
marketing Direct
Special
marketing
events
1-11
Growing Importance of IMC
• Value of IMC
• Avoids duplication of marketing efforts
• Synergy among promotional tools
• More efficient and effective marketing
Database marketing
1-13
The Role of IMC in Branding
Image or
Performance
Associations
Logo Design
Symbols
1-14
Building Brands in a Recession
Consumers
1-15
Building Brands in a Recession
Companies
1-16
Test Your Knowledge
1-17
The Promotional Mix
Interactive/
Interactive/
Direct
Direct
Advertising
Advertising Internet
Internet
Marketing
Marketing Marketing
Marketing
Publicity/
Publicity/
Sales
Sales Personal
Personal
Public
Public
Promotion
Promotion Selling
Selling
Relations
Relations
1-18
Advertising
• Mass media
• TV
• Radio
• Magazines
• Newspapers
• Benefits
• Cost effective
• Large audiences
1-20
Advertising Classifications
National
National
Retail
Retail // Local
Local
Primary
Primary // Selective
Selective Demand
Demand
Consumers
Business-to-Business
Business-to-Business
Professional
Professional
Trade
Trade
Organizations
1-21
Forms of Direct Marketing
Direct
Direct
Direct Mail
Direct Mail Catalogs
Catalogs Response Ads
Response Ads
Telemarketing
Telemarketing Direct Selling
Direct Selling
Database
Database Shopping
Shopping Internet
Internet
Management
Management Channels
Channels Sales
Sales
1-22
Direct Response Advertising
1-23
Direct Response Advertising
1-24
Interactive Marketing
• Interactive media
• Internet
• Kiosks
• Interactive television
• Cell phones
• Other mobile devices
1-25
Interactive Marketing
• Internet activities
• Advertise products and services
• Link ads and websites to search engines
• Offer coupons, contests, sweepstakes
• Conduct direct marketing
• Do personal selling
• Conduct public relations activities
• Measure advertising and promotions
1-26
Sales Promotion
Ultimate
Sales Force Consumer
Retailers
1-27
Consumer vs. Trade Promotions
Promotional/merchandising
allowances, price deals, sales
Trade- contests, trade shows
oriented Wholesalers, distributors, retailers
1-28
Publicity vs. PR
1-29
Publicity
AA news
news story,
story,
editorial,
editorial, or
or High
High credibility
credibility and
and
announcement
announcement to to low
low cost
cost
aa mass
mass audience
audience
Not directly paid for
or run under
identified sponsor
Is
Is sometimes
sometimes Not
Not always
always under
under
unfavorable
unfavorable company
company control
control
1-30
Public Relations
• Management function
• Evaluates public attitudes
• Identifies items of public interest
• Executes a program of action to earn
public understanding and acceptance
• Primary objectives
• Establish and maintain a positive image
of the company among various publics
1-31
Public Relations
1-32
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
1-33
IMC Audience Contact Tools
1-34
Touch Points: Control vs. Impact
1-35
IMC Planning Model
Review of marketing plan
Promotional program situation analysis
Analysis of the communications process
Budget determination
1-37
Promotional Program Situational Analysis
Internal External
1-38
Analysis of Communications Process
• Communication decisions
• Source and message
• Communication channels
• Media mix
• Costs
• Marketing goals
• Communication objectives
1-39
Budget Determination
1-40
Developing the IMC Program
IMC Strategies
Creative Media
1-41
Monitoring, Evaluation, Control
Basic Goals
1-42