Integrated Marketing  Communications
Elements of Marketing Communications                           2
Marketing Communications at the              Brand Level                                  A well-known and  This is the ke...
Integrated Marketing Communications (IMC)   The philosophy and practice of   carefully coordinating a brand’s   sundry mar...
The Meaning of Synergy• The payoff from IMC is that brand  managers achieve  – The integration of multiple communication  ...
Five Key Features of IMC1. Start with the customer or prospect.2. Use any form of relevant contact.3. Achieve synergy (spe...
Changes in    Marketing Communication Practices• Reduced dependence on mass media  advertising.• Increased reliance on hig...
Obstacles to Implementing IMC• Few providers have the skills required to execute.• Mass media campaigns easier than Direct...
Making Brand-Level Marcom Decisions                          9
Making Fundamental Marcom         Decisions                     10
A Concluding Mantra: All Marketing  Communications Should Be…                 Directed To A Particular                    ...
Marcom Implementation Decisions•   Mixing elements•   Creating messages•   Selecting media•   Establishing momentum       ...
MarCom Outcomes                         OutcomesEnhancing Brand Equity              Affecting Behavior                    ...
Program Evaluation  Program Evaluation   • Measuring Results  • Providing Feedback    •Taking Corrective          Action  ...
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Ch1

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Ch1

  1. 1. Integrated Marketing Communications
  2. 2. Elements of Marketing Communications 2
  3. 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. 4. Integrated Marketing Communications (IMC) The philosophy and practice of carefully coordinating a brand’s sundry marketing communication elements. 4
  5. 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. 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. 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. 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. 9. Making Brand-Level Marcom Decisions 9
  10. 10. Making Fundamental Marcom Decisions 10
  11. 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. 12. Marcom Implementation Decisions• Mixing elements• Creating messages• Selecting media• Establishing momentum 12
  13. 13. MarCom Outcomes OutcomesEnhancing Brand Equity Affecting Behavior 13
  14. 14. Program Evaluation Program Evaluation • Measuring Results • Providing Feedback •Taking Corrective Action 14
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