Chap01 an Introduction to Integrated Marketing Communications 1225868228281783 9

8/2/2019 Chap01 an Introduction to Integrated Marketing Communications 1225868228281783 9

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An Introduction to

Integrated Marketing

Communications

An Introduction to

Integrated MarketingCommunications

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin


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The Growth of Advertising and Promotion

Expenditure in Billions of Dollars

$0 $50 $100 $150 $200 $250 $300

Advertising

Outside U.S.

U.S. SalesPromotion

U.S. Advertising

2002

1980



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IMCAudience Contact Points

MarketingCommunicationsAudience

MarketingCommunications

Audience

Point ofPurchase

Point ofPurchase Publicity

Publicity PublicRelations

PublicRelations Packaging

Packaging

DirectResponse

DirectResponse

Sales

Promotion

Sales

Promotion

Events

EventsOutdoor

OutdoorBroadcast

Media

Broadcast

Media

Print

Media

Print

Media

Direct Mail

Direct Mail

Internet/Interactive

Media

Internet/Interactive

Media



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IMC Principles Extend Worldwide

+ 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin


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Point of

Purchase

Publicity

PublicRelations

Direct

Marketing

InteractiveMarketing

SpecialEvents

Packaging

SalesPromotion

DirectResponse

Traditional Approach to MarketingCommunications

Media

Adver -t i s i ng



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Contemporary IMC Approach

Point ofPurchase

Publicity

InteractiveMarketing

PublicRelations

DirectMarketing

SpecialEvents

PackagingSales

PromotionDirect

Response

MediaAdver -t i s i ng



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The US Army Uses TV Advertising asPart of Its IMC Program

*Click outside of the video screen to advance to the next slide



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Traditional CompensationTraditional Compensation Performance Based CompensationPerformance Based CompensationTraditional CompensationTraditional Compensation Performance Based CompensationPerformance Based Compensation

Media AdvertisingMedia Advertising Multiple Forms of CommunicationMultiple Forms of Communication

Mass MediaMass Media Specialized MediaSpecialized Media

Manufacturer DominanceManufacturer Dominance Retailer DominanceRetailer Dominance

General FocusGeneral Focus Data Based MarketingData Based Marketing

Low Agency AccountabilityLow Agency Accountability Greater Agency AccountabilityGreater Agency Accountability

Limited Internet AvailabilityLimited Internet Availability Widespread Internet AvailabilityWidespread Internet Availability

Media AdvertisingMedia Advertising Multiple Forms of CommunicationMultiple Forms of Communication

Mass MediaMass Media Specialized MediaSpecialized Media

Manufacturer DominanceManufacturer Dominance Retailer DominanceRetailer Dominance

General FocusGeneral Focus Data Based MarketingData Based Marketing

Low Agency AccountabilityLow Agency Accountability Greater Agency AccountabilityGreater Agency Accountability

Marketing Revolution and Shifting Tides

Fr om Tow ar d


ll ildi l i hi


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Dell Focuses on Building a RelationshipWith Customers



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IMC and Branding

Brand Identity is a

combination of factors:

Name, logo, symbols,

design, packaging,

product or service

performance, and image

or associations in the

consumers mind.

Brand Identity is a

combination of factors:

Name, logo, symbols,

design, packaging,

product or service

performance, and image

or associations in theconsumers mind.

20 03 Brand Val ue( B i l l i ons o f Do l l ar s)

1. Coca-Cola $70.5

2. Microsoft $65.1

3. IBM $51.8

4. GE $42.3

5. Intel $31.1

6. Nokia $29.4

7. Disney $28.08. McDonalds $24.7

9. Marlboro $22.2

10. Mercedes $21.4

IMCplays a major rolein the process of

developing and

sustaining brand

identity and equity.

IMCplays a major role

in the process of

developing and

sustaining brand

identity and equity.



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Intels Advertising Helps Build Brand Equity



C di t d M k ti Mi


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Coordinated Marketing MixElements Build Image



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AdvertisingAdvertising

Direct MarketingDirect Marketing

Interactive/

Internet Marketing

Interactive/

Internet Marketing

Sales PromotionSales Promotion

Publicity/PublicRelations


Personal SellingPersonal Selling

AdvertisingAdvertising

Direct MarketingDirect Marketing

Interactive/

Internet Marketing

Interactive/

Internet Marketing

Sales PromotionSales Promotion



Basic Elements of the Promotional Mix



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Primary vs. SelectiveDemand Advertising

Primary vs. SelectiveDemand AdvertisingPrimary vs. SelectiveDemand Advertising

Primary vs. SelectiveDemand Advertising

Business-to-Business AdvertisingBusiness-to-Business Advertising

Organ iza t i ons

National AdvertisingNational Advertising

Retail/Local AdvertisingRetail/Local Advertising

Professional AdvertisingProfessional Advertising

Trade AdvertisingTrade Advertising

National AdvertisingNational Advertising

Retail/Local AdvertisingRetail/Local Advertising

Business-to-Business AdvertisingBusiness-to-Business Advertising

Professional AdvertisingProfessional Advertising

Classifications of Advertising

Con su m er s


Great Advertising Can Strike a


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Great Advertising Can Strike aResponsive Chord with Consumers



l f d i i


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An Example of B-to-B Advertising


Di t M k ti i P t f IMC


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DirectResponse

Advertising

DirectResponse

Advertising

DirectResponse

Advertising

DirectResponse

Advertising

DirectMail

DirectMail

CatalogingCataloging

TelemarketingTelemarketing

InternetSales

InternetSales

ShoppingChannels

Shopping

Channels

DirectMail

DirectMail

TelemarketingTelemarketing

CatalogsCatalogs

ShoppingChannels

Shopping

Channels

Direct Marketing is Part of IMC

DirectMa rk e t i n g

Di rec tMa rk e t i n g


B U Di t R Ad ti i


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Bose Uses Direct Response Advertising


U i th I t t IMC T l


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Builds andMaintains

CustomerRelationships

Builds andMaintainsCustomer

Relationships

ObtainsCustomer

DatabaseInformation

ObtainsCustomerDatabase

Information

Communicatesand Interacts

With Buyers


With Buyers

ProvidesCustomer

Service andSupport

ProvidesCustomer

Service andSupport

Educates orInforms

Customers

Educates orInforms

Customers

A PersuasiveAdvertising

Medium


Medium

A Sales Toolor an ActualSales Vehicle


ObtainsCustomer

DatabaseInformation

ObtainsCustomerDatabase

Information


With Buyers


With Buyers

ProvidesCustomer

Service andSupport

ProvidesCustomer

Service andSupport

Educates orInforms

Customers

Educates orInforms

Customers


Medium


Medium



Using the Internet as an IMC Tool

The

Internet

The

Internet


American Airlines Encourages


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American Airlines EncouragesCustomers to Do It All Online


Sales Promotion Tools


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Con su m er -o r i en ted

[ For en d- u sers ]

Trade-o r i en ted

[ For r esel ler s]

Sales Promotion Tools

EventsEvents

Loyalty ProgramsLoyalty Programs

Bonus PacksBonus Packs

Refunds/RebatesRefunds/Rebates

Contests/SweepstakesContests/SweepstakesPremiumsPremiums

SamplesSamples

CouponsCoupons

Coop

Advertising

Coop

Advertising

TradeShowsTradeShows

TrainingProgramsTrainingPrograms

POP DisplaysPOP Displays

TradeAllowances


Various Uses of Sales Promotion


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Introduce NewProducts


Get ExistingCustomers to

Buy More


Buy More

Attract NewCustomers


Maintain Sales InOff Season


Increase Retail

Inventories

Increase Retail

Inventories

Tie InAdvertising &

Personal Selling

Tie InAdvertising &

Personal Selling

EnhancePersonal Selling


CombatCompetition

CombatCompetition




Buy More


Buy More





Increase Retail

Inventories

Increase Retail

Inventories

Tie InAdvertising &

Personal Selling

Tie InAdvertising &

Personal Selling



Various Uses of Sales Promotion

SalesPr om ot ion

SalesPr om ot ion


Advertising Versus Publicity


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Advertising Versus Publicity

Adver t i s i ng Adve r t i s i ng Pub l i c i t y Pub l i c i t y

TentativeTentative

LowLow

Low/UnspecifiedLow/Unspecified

UncontrollableUncontrollable

GreatGreat

LowerLower

MeasurableMeasurable

SchedulableSchedulable

High/SpecificHigh/Specific

HighHigh

SpecifiableSpecifiable

UndeterminedUndetermined

HigherHigher

LittleLittle

Factor Factor

ControlControl

CredibilityCredibility

ReachReach

FrequencyFrequency

CostCost

FlexibilityFlexibility

TimingTiming


Publicity Vehicles


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InterviewsInterviewsInterviewsInterviews

FeatureArticles

FeatureArticles

Special

Events

Special

Events

Press

Conferences

Press

Conferences

News

Releases

News

Releases

FeatureArticles

FeatureArticles

Special

Events

Special

Events

News

Releases

News

Releases

Publicity Vehicles

Pub l i c i t yVehic lesPub l i c i t yVehic les


Public Relations Tools


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Corpora teAdve r t i s i ngCorpora teAdve r t i s i ng Cause- re la tedM ark e t i ngCause- re la tedM ark e t i ng

Pub l i c i t yVehic les

Com m u n it yAc t i v i t i es

Pu b l i c Af f a i rs

Ac t i v i t i es

SpecialPub l i ca t ions

Sp ecia l Ev en t

Sponsorsh ip

Pub l i c i t yVehic les

Com m u n it yAc t i v i t i es

Pu b l i c Af f a i rs

Ac t i v i t i es

SpecialPub l i ca t ions

Public Relations Tools


DuPont Uses Advertising to Enhance


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gIts Corporate Image


Integrated Marketing Communications Planning Model


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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

Advertising

Sales

Promotion

PR/

Publicity

Personal

Selling

Direct

Marketing

AdvertisingObjectives

SalesPromotionObjectives

PR/Publicity

Objectives

PersonalSelling

Objectives

DirectMarketingObjectives

MessageStrategy

SalesPromotionStrategy

PR/PublicityStrategy

PersonalSelling

Strategy

DirectMarketingStrategy

Integration & Implementation of Marketing Communications Strategies

Monitor, Evaluate & Control Promotional Program

Internet/

Interactive

Internet/InteractiveObjectives

Internet/InteractiveStrategy


The Marketing Plan


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1. A detailed situation analysis1. A detailed situation analysis

2. Specific marketing objectives2. Specific marketing objectives

3. A marketing strategy and program3. A marketing strategy and program

4. A program for implementing the strategy4. A program for implementing the strategy

5. A process for monitoring and evaluating performance5. A process for monitoring and evaluating performance

1. A detailed situation analysis1. A detailed situation analysis

3. A marketing strategy and program3. A marketing strategy and program

4. A program for implementing the strategy4. A program for implementing the strategy

2. Specific marketing objectives2. Specific marketing objectives

The Marketing Plan


Documents

Chap01 an Introduction to Integrated Marketing Communications 1225868228281783 9