Integrated Marketing
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Integrated Marketing

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  • Chapter One An Introduction to Integrated Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Integrated Marketing Integrated Marketing Presentation Transcript

  • An Introduction to Integrated Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • The Growth of Advertising and Promotion © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • IMC–Audience Contact Points Marketing Communications Audience © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Point of Purchase Publicity Public Relations Packaging Direct Response Sales Promotion Events Outdoor Broadcast Media Print Media Direct Mail Internet/ Interactive Media
  • IMC Principles Extend Worldwide + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Traditional Approach to Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Point of Purchase Publicity Public Relations Direct Marketing Interactive Marketing Special Events Packaging Sales Promotion Direct Response Media Adver- tising
  • Contemporary IMC Approach © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Point of Purchase Publicity Interactive Marketing Public Relations Direct Marketing Special Events Packaging Sales Promotion Direct Response Media Adver- tising
  • The US Army Uses TV Advertising as Part of Its IMC Program *Click outside of the video screen to advance to the next slide © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Marketing Revolution and Shifting Tides From Toward © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Traditional Compensation Performance Based Compensation Traditional Compensation Performance Based Compensation Media Advertising Multiple Forms of Communication Mass Media Specialized Media Manufacturer Dominance Retailer Dominance General Focus Data Based Marketing Low Agency Accountability Greater Agency Accountability Limited Internet Availability Widespread Internet Availability Media Advertising Multiple Forms of Communication Mass Media Specialized Media Manufacturer Dominance Retailer Dominance General Focus Data Based Marketing Low Agency Accountability Greater Agency Accountability
  • Dell Focuses on Building a Relationship With Customers + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • IMC and Branding Brand Identity is a combination of factors: Name, logo, symbols, design, packaging, product or service performance, and image or associations in the consumer’s mind. 1. Coca-Cola $70.5 2. Microsoft $65.1 3. IBM $51.8 4. GE $42.3 5. Intel $31.1 6. Nokia $29.4 7. Disney $28.0 8. McDonald’s $24.7 9. Marlboro $22.2 10. Mercedes $21.4 IMC plays a major role in the process of developing and sustaining brand identity and equity. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 2003 Brand Value (Billions of Dollars)
  • 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
  • Coordinated Marketing Mix Elements Build Image + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Basic Elements of the Promotional Mix Advertising Direct Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Personal Selling Advertising Direct Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Classifications of Advertising Primary vs. Selective Demand Advertising National Advertising Retail/Local Advertising Business-to-Business Advertising Professional Advertising © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Primary vs. Selective Demand Advertising Business-to-Business Advertising Organizations National Advertising Retail/Local Advertising Professional Advertising Trade Advertising Consumers
  • Great Advertising Can Strike a Responsive Chord with Consumers *Click outside of the video screen to advance to the next slide © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • An Example of “B-to-B” Advertising + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Direct Marketing is Part of IMC Direct Response Advertising Direct Mail Telemarketing Catalogs Shopping Channels Direct Marketing © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Direct Response Advertising Direct Mail Cataloging Telemarketing Internet Sales Shopping Channels
  • Bose Uses Direct Response Advertising + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Using the Internet as an IMC Tool Obtains Customer Database Information Communicates and Interacts With Buyers Provides Customer Service and Support Educates or Informs Customers A Persuasive Advertising Medium A Sales Tool or an Actual Sales Vehicle The Internet © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Builds and Maintains Customer Relationships Obtains Customer Database Information Communicates and Interacts With Buyers Provides Customer Service and Support Educates or Informs Customers A Persuasive Advertising Medium A Sales Tool or an Actual Sales Vehicle
  • American Airlines Encourages Customers to Do It All Online + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Sales Promotion Tools
    • Consumer-oriented
    • [For end-users]
    • Trade-oriented
    • [For resellers]
    Events Events Loyalty Programs Loyalty Programs Bonus Packs Bonus Packs Refunds/Rebates Refunds/Rebates Contests/Sweepstakes Contests/Sweepstakes Premiums Premiums Samples Samples Coupons Coupons Coop Advertising Coop Advertising Trade Shows Trade Shows Training Programs Training Programs POP Displays POP Displays Trade Allowances © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Various Uses of Sales Promotion Introduce New Products Get Existing Customers to Buy More Attract New Customers Maintain Sales In Off Season Increase Retail Inventories Tie In Advertising & Personal Selling Enhance Personal Selling Sales Promotion © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Introduce New Products Get Existing Customers to Buy More Attract New Customers Maintain Sales In Off Season Increase Retail Inventories Tie In Advertising & Personal Selling Enhance Personal Selling Combat Competition
  • Advertising Versus Publicity Advertising Publicity Tentative Low Low/Unspecified Uncontrollable Great Lower Measurable Schedulable High/Specific High Specifiable Undetermined Higher Little Factor Control Credibility Reach Frequency Cost Flexibility Timing © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Publicity Vehicles Interviews Feature Articles Special Events News Releases Publicity Vehicles © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Interviews Feature Articles Special Events Press Conferences News Releases
  • Public Relations Tools Corporate Advertising Corporate Advertising Cause-related Marketing Cause-related Marketing Publicity Vehicles Community Activities Public Affairs Activities Special Publications Special Event Sponsorship Publicity Vehicles Community Activities Public Affairs Activities Special Publications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • DuPont Uses Advertising to Enhance Its Corporate Image + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Integrated Marketing Communications Planning Model © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 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 Integration & Implementation of Marketing Communications Strategies Monitor, Evaluate & Control Promotional Program Internet/ Interactive Internet/ Interactive Objectives Internet/ Interactive Strategy
  • The Marketing Plan 1. A detailed situation analysis 1. A detailed situation analysis 3. A marketing strategy and program 4. A program for implementing the strategy 2. Specific marketing objectives © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 2. Specific marketing objectives 3. A marketing strategy and program 4. A program for implementing the strategy 5. A process for monitoring and evaluating performance