Chap001
- 1. 1 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversedMcGraw-Hill/Irwin An Introduction to Integrated Marketing Communications
- 2. 1-2 The Modern World of Marketing • Rapidly changing media environment • Mass media losing viewers, readers, listeners • Digital media targets narrow audience • Consumers not content to be passive message recipients • Information now obtained from a myriad of sources
- 4. 1-4 Punch Dub • Entertaining, interactive information
- 5. 1-5 The Growth of Advertising and Promotion • Integral part of social and economic systems • Carefully prepared messages delivered to carefully targeted audiences • Six-fold increase between 1980 and 2010 • New marketing channels • Internet ads (banner ads, videos, webisodes) • Social media • Mobile marketing
- 6. 1-6 The Role of Marketing Advertising & Promotion Inform customers of a product or service Convince them of its ability to satisfy their wants or needs Help develop and sustain relationships Nonprofit Organizations Solicit donations Offer intangible social and psychological satisfactions
- 7. 1-7 What is Marketing? The activity, set of institutions, and processes for… creating, communicating, delivering, and exchanging offerings that have… value for customers, clients, partners, and society at large
- 8. 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 • Benefits can be… • Functional • Experiential • Psychological
- 9. 1-9 The Marketing Mix • The Four Ps • Product • Price • Place • Promotion
- 10. 1-10 Contemporary IMC Approach Point of purchase Publicity Interactive marketing Public relations Direct marketing Special events Packaging Sales promotion Direct response Mass media advertising
- 11. 1-11 Growing Importance of IMC • Value of IMC • Avoids duplication of marketing efforts • Synergy among promotional tools • More efficient and effective marketing • Rapidly changing environment • Consumer behavior • Technology • Media consumption behavior • Proliferation of media
- 12. 1-12 The Marketing Revolution Shift from traditional media ads to other forms of promotion/nontraditional media Internet and social media changing how companies interact with consumers Power shift: manufacturers to retailers Database marketing Greater ad agency accountability Changes in how ad agencies are compensated
- 13. 1-13 The Role of IMC in Branding Brand Identity Image or Associations Performance Name Packaging Logo Design Symbols
- 14. 1-14 Building Brands in a Recession Consumers Spend less money Carefully scrutinize purchases Rethink brand loyalties Willing to trade off or down More price sensitive More value conscious
- 15. 1-15 Building Brands in a Recession Reduce advertising budgets Balance discounts/promos w/brand image Must overcome consumer distrust Change product marketing focus Increase online social presence Look for new ways to remain relevant Companies
- 16. 1-16 Test Your Knowledge Why are marketers decreasing the use of mass media advertising and increasing the use of integrated marketing communications? A) The mass market has become fragmented B) New technologies gave consumers greater control over the communication process C) Use of the Internet and electronic commerce is growing D) Explosive growth in social networking E) All of the above
- 18. 1-18 Advertising • Paid, nonpersonal communication • About an organization, product, service, or idea • With an identified sponsor • No immediate feedback from audience
- 19. 1-19 Non-Personal Media • Mass media • TV • Radio • Magazines • Newspapers • Benefits • Cost effective • Large audiences
- 20. 1-20 Advertising Classifications Primary / Selective DemandPrimary / Selective Demand Business-to-BusinessBusiness-to-Business Organizations NationalNational Retail / LocalRetail / Local ProfessionalProfessional TradeTrade Consumers
- 21. 1-21 Forms of Direct Marketing Database Management Database Management TelemarketingTelemarketing Direct MailDirect Mail Shopping Channels Shopping Channels CatalogsCatalogs Internet Sales Internet Sales Direct SellingDirect Selling Direct Response Ads Direct Response Ads
- 22. 1-22 Direct Response Advertising • Encourages consumers to purchase directly from the manufacturer
- 23. 1-23 Direct Response Advertising Major Tools Direct Mail Television Magazines Internet Forces for Change Changing Lifestyles Credit Cards Toll-free Numbers Rapid Internet Growth
- 24. 1-24 Interactive Marketing • Interactive media • Internet • Kiosks • Interactive television • Cell phones • Other mobile devices
- 25. 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
- 26. 1-26 Sales Promotion Marketing activities that provide extra value or incentives to the… Sales Force Retailers Ultimate Consumer
- 27. 1-27 Consumer vs. Trade Promotions Consumer- oriented Trade- oriented Couponing, sampling, premiums, rebates, contests, sweepstakes, POP materials Wholesalers, distributors, retailers Encourages immediate purchases Promotional/merchandising allowances, price deals, sales contests, trade shows
- 28. 1-28 Publicity High credibility and low cost High credibility and low cost Not always under company control Not always under company control Is sometimes unfavorable Is sometimes unfavorable A news story, editorial, or announcement to a mass audience A news story, editorial, or announcement to a mass audience Not directly paid for or run under identified sponsor
- 29. 1-29 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
- 30. 1-30 Public Relations • Uses publicity and other tools • Special publications • Community activities • Fund-raising events • Sponsorships • Public affairs activities
- 31. 1-31 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
- 32. 1-32 IMC Audience Contact Tools
- 33. 1-33 Touch Points: Control vs. Impact
- 34. 1-34 IMC 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 Advertising objectives Sales promotion objectives PR/ publicity objectives Personal selling objectives Direct marketing objectives Message strategy Sales promotion strategy PR/ publicity strategy Personal selling strategy Direct marketing strategy Integrate and implement marketing communications strategies Monitor, evaluate and control IMC Program Internet/ interactive Internet/ interactive objectives Internet/ interactive strategy
- 35. 1-35 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
- 36. 1-36 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 Competitive analysis Environmental analysis
- 37. 1-37 Analysis of Communications Process • Communication decisions • Source and message • Communication channels • Media mix • Costs • Marketing goals • Communication objectives
- 38. 1-38 Budget Determination • What will the promotional program cost? • How will the money be allocated?
- 39. 1-39 Developing the IMC Program IMC Strategies Creative Media
- 40. 1-40 Monitoring, Evaluation, Control Basic Goals Determine how well the program is doing, and why Problem correction Continual management feedback Input for future promotions/strategies
Editor's Notes
- #3: Relation to textThis slide relates to pages 4-5 of the text. Summary OverviewIn the past, the only advertising avenues were television, radio, billboards, and printed media. Ads in these media promoted the product or service for sale. Today, traditional media are used more and more to drive customers to online sites, where the information can be more detail, colorful, and interactive.
- #4: Relation to Text: This slide relates to page 5 of the text. Summary Overview: The Volkswagen Punch Dub campaign shows how companies are now using integrated marketing communications (IMC) to reach their target audiences.
- #5: Relation to Text: This slide relates to pages 3-5 of the text. Summary Overview: This is the Punch Dub game that was presented via the Volkswagen website. It was designed to be an entertaining and interactive experience.
- #6: Relation to textThis slide relates to “The Growth of Advertising and Promotion” topic on pages 5-6 of the text. Summary OverviewThis slide explains that advertising and promotion have become an integral part of our social and economic systems, and how it has grown six-fold in the past 30 years.
- #7: Relation to Text: This slide relates to pages 6-7 of the text. Summary Overview: This slide shows for-profit uses of marketing, as well as non-profit uses.
- #8: Relation to textThis slide relates to material found on page 7 of the text. Summary OverviewThis slide presents the revised definition of Marketing developed by the American Marketing Association in 2007. This revised definition is viewed as being more reflective of the role of non-marketers to the marketing process. It also recognizes the role marketing plays in the process of creating, communicating, and delivering value to customers, as well as society at large.
- #9: Relation to Text: This slide relates to page 7 of the text. Summary Overview: This slide defines value in a product or service, as well as the benefits a consumer may experience.
- #10: Relation to textThis slide relates pages 7-8 of the text. Summary OverviewThis slide presents the four key elements of marketing.
- #11: Relation to textThis slide relates to material on pages 8-9 of the text. Summary OverviewThis slide shows the contemporary approach to advertising and promotion, which began in the 1980s. This approach coordinates the various promotional elements and marketing activities that communicate with a firm’s customers.
- #12: Relation to Text: This slide relates to pages 10-12 of the text. Summary Overview: This slide presents the value behind an IMC program, as well as the trends that caused companies to adopt the IMC approach.
- #13: Relation to Text: This slide relates to pages 13-15 of the text. Summary Overview: This slide presents some of the driving forces behind today’s marketing revolution.
- #14: Relation to textThis slide relates to material found on pages 15-16 of the text. Summary OverviewWith more and more products and services available to consumers, developing and maintaining brand identity is becoming increasingly important. Well-known brands have a major competitive advantage in today’s marketplace. A well-defined and coordinated IMC plan contributes to overall brand identity and equity.
- #15: Relation to Text: This slide relates to pages 15-17 of the text. Summary Overview: This slide details the effects that a recession has on consumers.
- #16: Relation to Text: This slide relates to pages 15-17 of the text. Summary Overview: This slide details the effects that a recession has on companies
- #18: Relation to Text: This slide relates to pages 17-25 of the text. Summary Overview: This slide identifies the basic tools used to accomplish an organization’s communication objectives.
- #19: Relation to Text: This slide relates to pages 18-19 of the text. Summary Overview: This slide presents a definition of “advertising.”
- #20: Relation to Text: This slide relates to page 18 of the text. Summary Overview: This slide identifies various forms of mass media and details the benefits of using them.
- #21: Relation to Text: This slide relates to page 20 of the text. Summary Overview: This slide presents the various classifications of advertising.
- #22: Relation to Text: This slide relates to pages 19 and 21 of the text. Summary Overview: This slide show the various forms of marketing through which direct sales take place.
- #23: Relation to Text: This slide relates to Exhibit 1-8 on page 21 of the text. Summary Overview: This slide shows the home page of Under Armour’s website, through which consumers may purchase directly from the company.
- #24: Relation to Text: This slide relates to page 21 of the text. Summary Overview: This slide portrays the major tools of direct marketing, as well as the forces behind the shift to direct marketing.
- #25: Relation to Text: This slide relates to pages 21 and 22 of the text. Summary Overview: This slide presents various forms of interactive media.
- #26: Relation to Text: This slide relates to pages 22 and 23 of the text. Summary Overview: This slide presents ways in which the Internet can be used as a marketing tool.
- #27: Relation to Text: This slide relates to pages 23 and 24 of the text. Summary Overview: This slide presents the definition of a sales promotion.
- #28: Relation to Text: This slide relates to page 23 of the text. Summary Overview: This slide presents the differences between consumer- and trade-oriented promotions.
- #29: Relation to Text: This slide relates to pages 24 and 25 of the text. Summary Overview: This slide defines publicity, and gives its advantages and disadvantages.
- #30: Relation to Text: This slide relates to page 25 of the text. Summary Overview: This slide defines public relations and presents its primary objective.
- #31: Relation to Text: This slide relates to page 25 and Exhibit 1-12 of the text. Summary Overview: This ad is part of the American Honda Motor Company’s “Value to America” campaign.
- #32: Relation to Text: This slide relates to page 25 of the text. Summary Overview: This slide presents the final element or an organization’s promotional mix… personal selling.
- #33: Relation to Text: This slide relates to Figure 1-5 on page 26 of the text. Summary Overview: This figure illustrates various IMC audience contact tools.
- #34: Relation to Text: This slide relates to pages 26-27 of the text and Figure 1-6. Summary Overview: This slide presents the four basic categories of touch points.
- #35: Relation to Text: This slide relates to page 28 of the text and Figure 1-7. Summary Overview: This slide presents the four major processes required of an IMC program for it to effectively communicate with target audiences.
- #36: Relation to Text: This slide relates to page 29 of the text. Summary Overview: This slide lists the five basic elements included in most marketing plans.
- #37: Relation to Text: This slide relates to pages 29-33 of the text. Summary Overview: This slide presents a list of things that must be analyzed prior to initiating a promotional program.
- #38: Relation to Text: This slide relates to pages 33 and 34 of the text. Summary Overview: This slide outlines the basic communication decisions that must be made.
- #39: Relation to Text: This slide relates to page 34 of the text. Summary Overview: This slide identifies the two questions that must be answered before an IMC program can be implemented.
- #40: Relation to Text: This slide relates to pages 34 and 35 of the text. Summary Overview: This slide identifies two important aspects of the advertising program… the creative strategy and the media strategy.
- #41: Relation to Text: This slide relates to page 35 of the text. Summary Overview: This slide presents the final stage of the IMC planning process.