An Introduction toIntegrated MarketingCommunications    © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The Growth of Advertising and Promotion       Expenditure in Billions of DollarsU.S. Advertising     U.S. Sales           ...
IMC–Audience Contact Points Point of Point of                                            Public                           ...
IMC Principles Extend Worldwide          © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin                            ...
Traditional Approach to Marketing   Communications                                                        Sales           ...
Contemporary IMC Approach                      Sales                           Direct  Packaging                    Promot...
The US Army Uses TV Advertising asPart of Its IMC Program    *Click outside of the video screen to advance to the next sli...
Marketing Revolution and Shifting Tides         From                                                      TowardMedia Adve...
Dell Focuses on Building a RelationshipWith Customers            © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin    ...
IMC and Branding                                                                2003 Brand ValueBrand Identity is aBrand I...
Intel’s Advertising Helps Build Brand Equity    *Click outside of the video screen to advance to the next slide           ...
Coordinated Marketing MixElements Build Image           © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin             ...
Basic Elements of the Promotional MixAdvertisingAdvertising   Direct Marketing   Direct Marketing              Interactive...
Classifications of Advertising                                               National Advertising                         ...
Great Advertising Can Strike aResponsive Chord with Consumers    *Click outside of the video screen to advance to the next...
An Example of “B-to-B” Advertising           © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin                        ...
Direct Marketing is Part of IMC                             Direct                             Direct                     ...
Bose Uses Direct Response Advertising          © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin                      ...
Using the Internet as an IMC Tool                                 The                                  The                ...
American Airlines EncouragesCustomers to Do It All Online            © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin...
Sales Promotion Tools     Coupons     Samples                                                               Trade         ...
Various Uses of Sales Promotion             Introduce New                               Get Existing                      ...
Advertising Versus Publicity Factor Factor             Advertising                    Advertising                         ...
Publicity Vehicles                            Feature                            Feature                            Articl...
Public Relations Tools         Publicity                                Special         Vehicles                          ...
DuPont Uses Advertising to EnhanceIts Corporate Image                                                                   + ...
Integrated Marketing Communications Planning Model                            Review of Marketing Plan                   P...
The Marketing Plan1. A detailed situation analysis1. A detailed situation analysis2. Specific marketing objectives2. Speci...
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An introduction to integrated marketing communications

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An introduction to integrated marketing communications

  1. 1. An Introduction toIntegrated MarketingCommunications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  2. 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. 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. 4. IMC Principles Extend Worldwide © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +
  5. 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. 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. 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. 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. 9. Dell Focuses on Building a RelationshipWith Customers © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +
  10. 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. 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. 12. Coordinated Marketing MixElements Build Image © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +
  13. 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. 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. 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. 16. An Example of “B-to-B” Advertising © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +
  17. 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. 18. Bose Uses Direct Response Advertising © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +
  19. 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. 20. American Airlines EncouragesCustomers to Do It All Online © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +
  21. 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. 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. 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. 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. 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. 26. DuPont Uses Advertising to EnhanceIts Corporate Image + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  27. 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. 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
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