Integrated marketing communication

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Integrated marketing communication

  1. 1. Integrated Marketing Communications<br />March 23, 2009<br />
  2. 2. Promotion in Marketing<br />Use communication to influence<br />the awareness, feelings, <br />beliefs and behavior<br />of prospective customers<br />
  3. 3. Goals and Tasks of Promotion<br />Informing<br />Reminding<br />Target<br />Audience<br />Persuading<br />
  4. 4. Examples of Promotion Objectives<br />Informative (Awareness) Objective<br />To increase the top-of-mind awareness level for Vijaya peanut butter from 16 percent to 24 percent<br />Persuasion (Attitudinal) Objective<br />To increase the percentage of parents who feel that Vijaya peanut butter is the best peanut butter for their children from<br />22 percent to 35 percent<br />Reminder Objective<br />To remind consumers that Vijaya peanut butter is the creamiest peanut butter and is available at their nearest grocery and convenience stores<br />
  5. 5. The Changing Communications Environment<br /> Market Fragmentation Led to <br /> Media Fragmentation<br />Marketers Have Shifted<br />Away From Mass<br />Marketing<br />Less Broadcasting<br />Two Factors <br />are Changing the Face of Today’s <br />Marketing Communications:<br />Improvements in <br />Information Technology<br />Has Led to <br />Segmented Marketing<br />More Narrowcasting<br />CHP: 17&18-5<br />
  6. 6. CHP: 17&18-6<br />The Need for Integrated Marketing Communications<br />With Integrated Marketing Communications (IMC), the Company Carefully Integrates and Coordinates Its Many Communications Channels to Deliver a Clear, Consistent, and Compelling Message About the Organization and Its Product or Service.<br />
  7. 7. IMC Builds Brands<br />
  8. 8. CHP: 17&18-8<br />Communication Platforms<br />Advertising<br /><ul><li>Print and broadcast ads
  9. 9. Packaging inserts
  10. 10. Motion pictures
  11. 11. Brochures and booklets
  12. 12. Posters
  13. 13. Billboards
  14. 14. POP displays
  15. 15. Logos
  16. 16. Videotapes</li></ul>Sales Promotion<br /><ul><li>Contests, games, sweepstakes
  17. 17. Premiums
  18. 18. Sampling
  19. 19. Trade shows, exhibits
  20. 20. Coupons
  21. 21. Rebates
  22. 22. Entertainment
  23. 23. Continuity programs</li></li></ul><li>CHP: 17&18-9<br />Communication Platforms<br />Events/ Experiences<br /><ul><li>Sports
  24. 24. Entertainment
  25. 25. Festivals
  26. 26. Arts
  27. 27. Causes
  28. 28. Factory tours
  29. 29. Company museums
  30. 30. Street activities</li></ul>Public Relations<br /><ul><li>Press kits
  31. 31. Speeches
  32. 32. Seminars
  33. 33. Annual reports
  34. 34. Charitable donations
  35. 35. Publications
  36. 36. Community relations
  37. 37. Lobbying</li></li></ul><li>CHP: 17&18-10<br />Communication Platforms<br />Personal Selling<br /><ul><li>Sales presentations
  38. 38. Sales meetings
  39. 39. Incentive programs
  40. 40. Samples
  41. 41. Fairs and trade shows</li></ul>Direct Marketing<br /><ul><li>Catalogs
  42. 42. Mailings
  43. 43. Telemarketing
  44. 44. Electronic shopping
  45. 45. TV shopping
  46. 46. Fax mail
  47. 47. E-mail
  48. 48. Voice mail</li></li></ul><li>
  49. 49. Strategy Selected Depends on:<br />Type of Product-Market &<br />Product Life-Cycle Stage<br />Push Strategy<br />Pull Strategy<br />Strategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up (Pull) Consumer Demand.<br />Strategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels.<br />Promotion Mix Strategies<br />
  50. 50. CHP: 17&18-13<br />Elements in the Communications Process<br />
  51. 51. To communicate an idea or thought, it needs to be converted into words and pictures. Adidas presents the evolution of its brand thought Impossible is Nothing with a campaign that encourages everyone to take their first step in reaching what seems impossible. Through stories of real people attempting and achieving what once seemed like impossible, Adidas hopes to inspire people to overcome their own hindrances.<br /> <br />www.adidas.com<br />
  52. 52. Response Hierarchy Models<br />
  53. 53. When Elements Are Most Useful<br />Advertising<br />Personal<br />selling<br />Effectiveness<br />Sales<br />promotion<br />Public<br />relations<br />Awareness<br />Knowledge<br />Liking<br />Preference<br />Conviction<br />Purchase<br />Very effective<br />Somewhat effective<br />Not effective<br />
  54. 54. Factors that Affect the Promotion Mix<br />Nature of the Product<br />Stage in the Product<br />Life Cycle<br />Target Market Characteristics<br />Type of Buying Decision<br />Available Funds<br />Rs<br />Push–and–Pull Strategies<br />
  55. 55. Steps in Developing Effective Communications<br />Identify target audience<br />Determine objectives<br />Design communications<br />Select channels<br />Establish budget<br />Decide on media mix<br />Manage IMC<br />CHP: 17&18-18<br />
  56. 56. CHP: 17&18-19<br />Designing the Communications<br />Message strategy<br />Creative strategy<br />Message source<br />Personal communication channels<br />Nonpersonal communication channels<br />Integration<br />
  57. 57. CHP: 17&18-20<br />Creative Strategy<br />Informational and transformational appeals<br />Positive and negative appeals<br />Fear<br />Guilt<br />Shame<br />Humor<br />Love<br />Pride<br />Joy <br />
  58. 58.
  59. 59.
  60. 60.
  61. 61. CHP: 17&18-24<br />The Importance of Taglines<br />
  62. 62. CHP: 17&18-25<br />Message Source<br />Celebrity Characteristics<br />Expertise<br />Trustworthiness<br />Likeability<br />
  63. 63. Personal Communications Channels<br />Advocate channels<br />Expert channels<br />Social channels<br />
  64. 64. Nonpersonal Communication Channels<br />Media<br />Sales Promotion<br />Events and Experiences<br />Public Relations<br />CHP: 17&18-27<br />
  65. 65. One of the Hardest Marketing Decisions Facing a Company is How Much to Spend on Promotion.<br /> Affordable <br />Based on What the <br /> Company Can Afford<br />Percentage of Sales<br />Based on a Certain Percentage<br />of Current or Forecasted Sales<br />Objective-and-Task <br />Based on Determining <br />Objectives & Tasks, Then <br />Estimating Costs <br />Competitive-Parity<br />Based on the Competitor’s<br />Promotion Budget<br />CHP: 17&18-28<br />Setting the Total Promotion Budget<br />
  66. 66. Advertising<br />Reach Many Buyers, Repeat Message Many Times, Impersonal, Expensive<br />Personal <br />Selling<br />Personal Interaction, Relationship Building, Most Expensive Promo Tool<br />Sales<br />Promotion<br />Wide Assortment of Tools, Rewards Quick Response, Efforts Short-Lived<br />Public<br />Relations<br />Very Believable, Dramatize a Company or Product, Underutilized<br />Direct<br />Marketing<br />Nonpublic, Immediate, Customized, Interactive<br />CHP: 17&18-29<br />Setting the Promotion Mix<br />
  67. 67. MEDIA / SCHEDULING DECISIONS<br /><ul><li>Television
  68. 68. Radio
  69. 69. Magazines
  70. 70. Online
  71. 71. Website
  72. 72. Outdoor</li></li></ul><li>Factors Influencing Media Decisions<br />Access to the target audience<br />Favorable access to cost<br />Unfavorable access to cost<br />Cost of reaching the target group(s)<br />

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