An introduction to integrated marketing communications
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An introduction to integrated marketing communications Presentation Transcript

  • 1. An Introduction toIntegrated MarketingCommunications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 2. The Growth of Advertising and Promotion Expenditure in Billions of DollarsU.S. Advertising U.S. Sales 2002 Promotion 1980 Advertising Outside U.S. $0 $50 $100 $150 $200 $250 $300 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 3. IMC–Audience Contact Points Point of Point of Public Public Publicity Publicity Packaging PackagingPurchasePurchase Relations Relations Internet/ Internet/ DirectInteractive DirectInteractive Response Media Media Marketing Marketing Response Communications Communications Audience Audience Sales SalesDirect MailDirect Mail Promotion Promotion Print Print Broadcast Broadcast Outdoor Outdoor Events Events Media Media Media Media © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 4. IMC Principles Extend Worldwide © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +
  • 5. Traditional Approach to Marketing Communications Sales Publicity Promotion Point ofPurchase Media Packaging Special Adver- Events tising Direct Response Public Relations Interactive Direct Marketing Marketing © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 6. Contemporary IMC Approach Sales Direct Packaging Promotion Response Media Point ofPurchase Adver- Public tising Relations PublicityInteractive Marketing Direct Special Marketing Events © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 7. The US Army Uses TV Advertising asPart of Its IMC Program *Click outside of the video screen to advance to the next slide © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 8. Marketing Revolution and Shifting Tides From TowardMedia AdvertisingMedia Advertising Multiple Forms of Communication Multiple Forms of CommunicationMass MediaMass Media Specialized Media Specialized MediaManufacturer DominanceManufacturer Dominance Retailer Dominance Retailer DominanceGeneral FocusGeneral Focus Data Based Marketing Data Based MarketingLow Agency AccountabilityLow Agency Accountability Greater Agency Accountability Greater Agency AccountabilityTraditional CompensationTraditional Compensation Performance Based Compensation Performance Based CompensationLimited Internet AvailabilityLimited Internet Availability Widespread Internet Availability Widespread Internet Availability © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 9. Dell Focuses on Building a RelationshipWith Customers © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +
  • 10. IMC and Branding 2003 Brand ValueBrand Identity is aBrand Identity is a (Billions of Dollars)combination of factors:combination of factors:Name, logo, symbols,Name, logo, symbols, 1. Coca-Cola $70.5design, packaging,design, packaging, 2. Microsoft $65.1product or serviceproduct or service 3. IBM $51.8performance, and imageperformance, and image 4. GE $42.3or associations in theor associations in the 5. Intel $31.1consumer’s mind.consumer’s mind. 6. Nokia $29.4 IMC plays a major role IMC plays a major role 7. Disney $28.0 in the process of in the process of 8. McDonald’s $24.7 developing and developing and sustaining brand 9. Marlboro $22.2 sustaining brand identity and equity. identity and equity. 10. Mercedes $21.4 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 11. Intel’s Advertising Helps Build Brand Equity *Click outside of the video screen to advance to the next slide © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 12. Coordinated Marketing MixElements Build Image © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +
  • 13. Basic Elements of the Promotional MixAdvertisingAdvertising Direct Marketing Direct Marketing Interactive/ Interactive/ Internet Marketing Internet Marketing Sales Promotion Sales Promotion Publicity/Public Publicity/Public Relations Relations Personal Selling Personal Selling © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 14. Classifications of Advertising National Advertising National Advertising Retail/Local Advertising Retail/Local Advertising Primary vs. Selective Primary vs. Selective Demand Advertising Demand AdvertisingConsumersBusiness-to-Business AdvertisingBusiness-to-Business Advertising Professional Advertising Professional Advertising Trade Advertising Trade Advertising Organizations © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 15. Great Advertising Can Strike aResponsive Chord with Consumers *Click outside of the video screen to advance to the next slide © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 16. An Example of “B-to-B” Advertising © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +
  • 17. Direct Marketing is Part of IMC Direct Direct Mail MailInternet Direct DirectInternet Response Sales Response Sales Advertising Advertising Direct Direct Marketing MarketingShoppingShopping Telemarketing TelemarketingChannelsChannels Cataloging Catalogs Cataloging Catalogs © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 18. Bose Uses Direct Response Advertising © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +
  • 19. Using the Internet as an IMC Tool The The Internet Internet Educates or Educates or A Persuasive A Persuasive A Sales Tool A Sales Tool Informs Informs Advertising Advertising or an Actual or an Actual Customers Customers Medium Medium Sales Vehicle Sales Vehicle Obtains Obtains Provides Provides Builds and Builds and Communicates Communicates Customer Customer Customer Customer Maintains Maintains and Interacts and Interacts Database Database Service and Service and Customer Customer With Buyers With BuyersInformationInformation Support Support Relationships Relationships © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 20. American Airlines EncouragesCustomers to Do It All Online © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +
  • 21. Sales Promotion Tools Coupons Samples Trade Allowances Premiums POP DisplaysContests/Sweepstakes Training Refunds/Rebates Programs Bonus Packs Trade Shows Loyalty Programs Coop Events Advertising• Consumer- • Trade- oriented oriented• [For end-users] • [For resellers] © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 22. Various Uses of Sales Promotion Introduce New Get Existing Get Existing Introduce New Customers to Customers to Products Products Buy More Buy More Combat Combat Attract New Attract New Competition Competition Customers Customers Sales Sales Promotion Promotion Enhance Enhance Maintain Sales In Maintain Sales InPersonal SellingPersonal Selling Off Season Off Season Tie In Tie In Increase Retail Increase Retail Advertising & Advertising & Personal Selling Inventories Inventories Personal Selling © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 23. Advertising Versus Publicity Factor Factor Advertising Advertising Publicity Publicity Control Control Great Great Little LittleCredibilityCredibility Lower Lower Higher Higher Reach Reach Measurable Measurable Undetermined UndeterminedFrequencyFrequency Schedulable Schedulable Uncontrollable Uncontrollable Cost Cost High/Specific High/Specific Low/Unspecified Low/UnspecifiedFlexibilityFlexibility High High Low Low Timing Timing Specifiable Specifiable Tentative Tentative © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 24. Publicity Vehicles Feature Feature Articles Articles News News Interviews InterviewsReleasesReleases Publicity Publicity Vehicles Vehicles Press Press Special Special Conferences Conferences Events Events © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 25. Public Relations Tools Publicity Special Vehicles PublicationsCommunity Corporate Cause-related Activities Advertising Marketing Public Affairs Special Event Activities Sponsorship © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 26. DuPont Uses Advertising to EnhanceIts Corporate Image + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 27. Integrated Marketing Communications Planning Model Review of Marketing Plan Promotional Program Situation Analysis Analysis of the Communications Process Budget Determination Develop Integrated Marketing Communications Programs Sales PR/ Personal Direct Internet/Advertising Promotion Publicity Selling Marketing InteractiveAdvertising Sales PR/ Personal Direct Internet/ Promotion Publicity Selling Marketing InteractiveObjectives Objectives Objectives Objectives Objectives Objectives Message Sales PR/ Personal Direct Internet/ Promotion Publicity Selling Marketing Interactive Strategy Strategy Strategy Strategy Strategy StrategyIntegration & Implementation of Marketing Communications Strategies Monitor, Evaluate & Control Promotional Program © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 28. The Marketing Plan1. A detailed situation analysis1. A detailed situation analysis2. Specific marketing objectives2. Specific marketing objectives3. A marketing strategy and program3. A marketing strategy and program4. A program for implementing the strategy4. A program for implementing the strategy5. A process for monitoring and evaluating performance5. A process for monitoring and evaluating performance © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin