Integrated Marketing Communications


Published on

Integrated Marketing Communication explained with examples....

Published in: Business, Technology
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Play Beijing Olympics 2008 Play Heroes Play Olympics Old age Play ccocola ad
  • Worldwide sponsorship , also known as the Olympic Partner Programme (TOP), was created and is directly managed by the IOC. TOP partners are multinational organisations which will provide direct support, services or expertise for the staging of the Games.
  • Play Torch Relay
  • Play seven channel video
  • Personal Charisma His listening and public speaking skills, his consistently positive and unruffled demeanor and his compelling biography attracted the attention and empathy of voters Competition Throughout, he showed respect for Clinton and then McCain, even as he successfully tagged a McCain administration as Bush's third term. But he and his advisers managed the political chess board brilliantly
  • d
  • d
  • Integrated Marketing Communications

    1. 1. <ul><li>PRESENTED BY: </li></ul><ul><ul><li>HARENDHIRA PRASAD M N </li></ul></ul><ul><ul><li>RAJESH SOUNDARARAJAN </li></ul></ul><ul><ul><li>SIVAKUMAR PS </li></ul></ul><ul><ul><li>SURENDERAN E </li></ul></ul><ul><ul><li>DHIVYA KAMATHCI </li></ul></ul><ul><ul><li>BHUVANAMBIGAI </li></ul></ul>
    2. 2. MARKETING COMMUNICATIONS <ul><li>The means by which firms attempt to inform, persuade and remind consumers about the products and brands they sell. </li></ul><ul><li>Recent developments </li></ul><ul><ul><li>Internet </li></ul></ul><ul><ul><li>Ad skipping video recorders </li></ul></ul><ul><ul><li>Multi purpose cell phones </li></ul></ul><ul><ul><li>Portable video players </li></ul></ul>
    3. 3. MARKETING COMMUNICATIONS MIX <ul><li>Advertising </li></ul><ul><li>Sales promotion </li></ul><ul><li>Events and experiences </li></ul><ul><li>Public relations and publicity </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Interactive Marketing </li></ul><ul><li>Word-of-mouth Marketing </li></ul><ul><li>Personal selling </li></ul>
    4. 4. INTEL <ul><li>Founded in 1968 by Gordon E. Moore and Robert Noyce </li></ul><ul><li>Semiconductors and PCs </li></ul><ul><li>Focus on Microprocessors </li></ul>
    5. 5. IMC - INTEL <ul><li>“ Intel inside” campaign started in 1991 by Dennis Carter </li></ul><ul><li>Five note jingle </li></ul><ul><li>Inclusion of jingle in the PC ads </li></ul>
    6. 6. Print ads - INTEL
    7. 7. Print ads - INTEL
    8. 8. Print ads - INTEL
    9. 9. Public Relations - Intel <ul><li>Intel designs programs or messages to protect its image or individual products </li></ul><ul><ul><li>Core 2 Duo processor publicity </li></ul></ul>
    10. 10. Events and experiences - Intel <ul><li>Intel sponsored activities and programs </li></ul><ul><li>Jointly carried out activities (for e.g. With HP) </li></ul><ul><li>Provides the BMW Sauber F1 Team with the processor technology </li></ul>
    11. 11. Direct & Interactive Marketing - INTEL <ul><li>Use of internet for communicating directly </li></ul><ul><li>Online programs to raise awareness and improve image </li></ul><ul><li>Word-of –mouth marketing through blogs and oral communication regarding the merits </li></ul><ul><li>Partnership with Sandoval county in building Rio Rancho High School </li></ul>
    12. 12. Direct & Interactive Marketing - INTEL
    13. 13. Marketing communications effects - INTEL <ul><li>Growth in processor shipments of about 20% year after year </li></ul><ul><li>Increased brand awareness and image among people </li></ul><ul><li>One of the world’s 100 most powerful brands (In 2007 Millward Brown publication) </li></ul>
    14. 16. Advertisement <ul><li>Highlighting the Spirit of Olympics and China. </li></ul><ul><li>Highlighting the Players. </li></ul><ul><li>Highlighting the Technologies used. </li></ul><ul><ul><li>Wind energy. </li></ul></ul><ul><ul><li>Full Mobile System. </li></ul></ul><ul><li>Print Ads and Billboards </li></ul>
    15. 17. Bill Boards
    16. 18. Bill Boards
    17. 23. Print Ads
    18. 24. Print Ads
    19. 27. Advertisements combined with Sponsors <ul><li>Three Different Levels </li></ul><ul><li>Worldwide sponsorship , </li></ul><ul><ul><li>also known as the Olympic Partner Programme (TOP), </li></ul></ul><ul><li>Olympic Games sponsorship </li></ul><ul><ul><li>targeted within China </li></ul></ul><ul><li>National sponsorship </li></ul><ul><ul><li>marketing rights within the territory only. </li></ul></ul>
    20. 28. Sponsors
    21. 29. Promotion - Logo was printed on many articles
    22. 30. Event and Experience <ul><li>Opening and Closing Ceremony. </li></ul><ul><li>Torch Relay </li></ul><ul><li>Tour of Beijing promotional event held in Vienna </li></ul><ul><li>Whirlwind tour of China </li></ul><ul><li>China Youth Great Wall Tour </li></ul>
    23. 31. Opening Ceremony
    24. 32. Youth Great wall Tour
    25. 33. Public Relation and Publicity <ul><li>Olympic song &quot;Beijing Welcomes You“. </li></ul><ul><li>Separate Radio Frequency. </li></ul><ul><li>Continuous broadcasting of Olympics News by Media Partners </li></ul><ul><li>Media Services </li></ul><ul><ul><li>Main Press Centre </li></ul></ul><ul><ul><li>Venue Press Centre </li></ul></ul><ul><ul><li>Olympic News Service (ONS) </li></ul></ul><ul><ul><li>Photo Services </li></ul></ul><ul><ul><li>World Press Briefing </li></ul></ul>
    26. 34. Direct and Indirect marking <ul><li>Web- sites </li></ul><ul><li>E-mails </li></ul>
    27. 36. Word-of-mouth Marketing Blogs
    28. 37. The Branded Olympics <ul><li>Done in three levels </li></ul><ul><li>First, Olympics sponsors are the most visible commercial aspect of the Games to the huge television audiences. </li></ul><ul><li>Second, these sponsors are co-branding with the Olympics brand itself. The power of the Olympics brand derives from three distinct strong elements of differentiation. </li></ul><ul><ul><li>Olympics are infrequent </li></ul></ul><ul><ul><li>always about top-level athletes </li></ul></ul><ul><ul><li>vehicles to express national pride </li></ul></ul><ul><li>Finally, the biggest brand of Beijing 2008 is China itself. </li></ul>
    29. 39. Barack Obama <ul><li>Personal charisma </li></ul><ul><li>Use of all communications media </li></ul><ul><li>Targeted his message beyond previous or likely voters </li></ul><ul><li>The campaign consistently communicated his upbeat themes of “hope” and &quot;change you can believe in” </li></ul><ul><li>Anticipated and outsmarted the competition </li></ul><ul><li>An excellent marketing and campaign team </li></ul>&quot;I want to campaign the same way I govern, which is to respond directly and forcefully with the truth,&quot; ~ Barack Obama
    30. 40. Logos & Taglines
    31. 41. Campaign Ads <ul><li>Television advertisements </li></ul><ul><ul><li>biographical commercial campaign – 18 states </li></ul></ul><ul><ul><li>30-minute infomercial </li></ul></ul><ul><li>&quot;American Stories, American Solutions“ </li></ul><ul><li>Campaign songs </li></ul>
    32. 42. OOD Advertising
    33. 43. Interactive Marketing <ul><li>$8 million - Google, Yahoo, Facebook, news Web sites, & ad networks </li></ul><ul><li>E-mail campaign </li></ul>
    34. 44. Word of Mouth
    35. 45. Site Widgets & Icons
    36. 46. Mobile Marketing
    37. 47. Campaign Spending
    38. 48. Team Obama <ul><li>Raised nearly $200 million online, $2 million per day. </li></ul><ul><li>Obama attracted more donors than the entire Democratic or Republican party nationwide. </li></ul><ul><li>Almost half of Obama's unprecedented $639 million came from small donors giving $300 or less </li></ul><ul><li>David Axelrod, media strategist. Founder of Chicago-based AKP Media </li></ul><ul><li>David Plouffe, campaign manager. Partner, AKP Media </li></ul><ul><li>Robert Gibbs, communications chief </li></ul>
    39. 49. Final Speech