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Transcript

  • 1. Integrated Marketing Communications
  • 2. Elements of Marketing Communications 2
  • 3. Marketing Communications at the Brand Level A well-known and This is the key respected brand is means for an invaluable assetdifferentiating onecompany’s offering from another’s A successful brand can create barriers to entry for competitors Brand 3
  • 4. Integrated Marketing Communications (IMC) The philosophy and practice of carefully coordinating a brand’s sundry marketing communication elements. 4
  • 5. The Meaning of Synergy• The payoff from IMC is that brand managers achieve – The integration of multiple communication tools and media yield more positive communication results than the tools used individually 5
  • 6. Five Key Features of IMC1. Start with the customer or prospect.2. Use any form of relevant contact.3. Achieve synergy (speak with a single voice).4. Build relationships.5. Affect behavior. 6
  • 7. Changes in Marketing Communication Practices• Reduced dependence on mass media advertising.• Increased reliance on highly targeted communication methods.• Heightened demands on suppliers.• Increased efforts to assess communications’ return on investment. 7
  • 8. Obstacles to Implementing IMC• Few providers have the skills required to execute.• Mass media campaigns easier than Direct-to-Customer.• The real challenge is to make sure that tools are consistently executed. 8
  • 9. Making Brand-Level Marcom Decisions 9
  • 10. Making Fundamental Marcom Decisions 10
  • 11. A Concluding Mantra: All Marketing Communications Should Be… Directed To A Particular Target MarketClearly Positioned Created To Achieve a Specific Objective Undertaken To Accomplish The Objective Within Budget Constraint 11
  • 12. Marcom Implementation Decisions• Mixing elements• Creating messages• Selecting media• Establishing momentum 12
  • 13. MarCom Outcomes OutcomesEnhancing Brand Equity Affecting Behavior 13
  • 14. Program Evaluation Program Evaluation • Measuring Results • Providing Feedback •Taking Corrective Action 14

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