• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Integrated marketing communication
 

Integrated marketing communication

on

  • 1,161 views

 

Statistics

Views

Total Views
1,161
Views on SlideShare
1,161
Embed Views
0

Actions

Likes
0
Downloads
45
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Integrated marketing communication Integrated marketing communication Presentation Transcript

    • Integrated Marketing Communications
      March 23, 2009
    • Promotion in Marketing
      Use communication to influence
      the awareness, feelings,
      beliefs and behavior
      of prospective customers
    • Goals and Tasks of Promotion
      Informing
      Reminding
      Target
      Audience
      Persuading
    • Examples of Promotion Objectives
      Informative (Awareness) Objective
      To increase the top-of-mind awareness level for Vijaya peanut butter from 16 percent to 24 percent
      Persuasion (Attitudinal) Objective
      To increase the percentage of parents who feel that Vijaya peanut butter is the best peanut butter for their children from
      22 percent to 35 percent
      Reminder Objective
      To remind consumers that Vijaya peanut butter is the creamiest peanut butter and is available at their nearest grocery and convenience stores
    • The Changing Communications Environment
      Market Fragmentation Led to
      Media Fragmentation
      Marketers Have Shifted
      Away From Mass
      Marketing
      Less Broadcasting
      Two Factors
      are Changing the Face of Today’s
      Marketing Communications:
      Improvements in
      Information Technology
      Has Led to
      Segmented Marketing
      More Narrowcasting
      CHP: 17&18-5
    • CHP: 17&18-6
      The Need for Integrated Marketing Communications
      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.
    • IMC Builds Brands
    • CHP: 17&18-8
      Communication Platforms
      Advertising
      • Print and broadcast ads
      • Packaging inserts
      • Motion pictures
      • Brochures and booklets
      • Posters
      • Billboards
      • POP displays
      • Logos
      • Videotapes
      Sales Promotion
      • Contests, games, sweepstakes
      • Premiums
      • Sampling
      • Trade shows, exhibits
      • Coupons
      • Rebates
      • Entertainment
      • Continuity programs
    • CHP: 17&18-9
      Communication Platforms
      Events/ Experiences
      • Sports
      • Entertainment
      • Festivals
      • Arts
      • Causes
      • Factory tours
      • Company museums
      • Street activities
      Public Relations
      • Press kits
      • Speeches
      • Seminars
      • Annual reports
      • Charitable donations
      • Publications
      • Community relations
      • Lobbying
    • CHP: 17&18-10
      Communication Platforms
      Personal Selling
      • Sales presentations
      • Sales meetings
      • Incentive programs
      • Samples
      • Fairs and trade shows
      Direct Marketing
      • Catalogs
      • Mailings
      • Telemarketing
      • Electronic shopping
      • TV shopping
      • Fax mail
      • E-mail
      • Voice mail
    • Strategy Selected Depends on:
      Type of Product-Market &
      Product Life-Cycle Stage
      Push Strategy
      Pull Strategy
      Strategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up (Pull) Consumer Demand.
      Strategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels.
      Promotion Mix Strategies
    • CHP: 17&18-13
      Elements in the Communications Process
    • 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.
       
      www.adidas.com
    • Response Hierarchy Models
    • When Elements Are Most Useful
      Advertising
      Personal
      selling
      Effectiveness
      Sales
      promotion
      Public
      relations
      Awareness
      Knowledge
      Liking
      Preference
      Conviction
      Purchase
      Very effective
      Somewhat effective
      Not effective
    • Factors that Affect the Promotion Mix
      Nature of the Product
      Stage in the Product
      Life Cycle
      Target Market Characteristics
      Type of Buying Decision
      Available Funds
      Rs
      Push–and–Pull Strategies
    • Steps in Developing Effective Communications
      Identify target audience
      Determine objectives
      Design communications
      Select channels
      Establish budget
      Decide on media mix
      Manage IMC
      CHP: 17&18-18
    • CHP: 17&18-19
      Designing the Communications
      Message strategy
      Creative strategy
      Message source
      Personal communication channels
      Nonpersonal communication channels
      Integration
    • CHP: 17&18-20
      Creative Strategy
      Informational and transformational appeals
      Positive and negative appeals
      Fear
      Guilt
      Shame
      Humor
      Love
      Pride
      Joy
    • CHP: 17&18-24
      The Importance of Taglines
    • CHP: 17&18-25
      Message Source
      Celebrity Characteristics
      Expertise
      Trustworthiness
      Likeability
    • Personal Communications Channels
      Advocate channels
      Expert channels
      Social channels
    • Nonpersonal Communication Channels
      Media
      Sales Promotion
      Events and Experiences
      Public Relations
      CHP: 17&18-27
    • One of the Hardest Marketing Decisions Facing a Company is How Much to Spend on Promotion.
      Affordable
      Based on What the
      Company Can Afford
      Percentage of Sales
      Based on a Certain Percentage
      of Current or Forecasted Sales
      Objective-and-Task
      Based on Determining
      Objectives & Tasks, Then
      Estimating Costs
      Competitive-Parity
      Based on the Competitor’s
      Promotion Budget
      CHP: 17&18-28
      Setting the Total Promotion Budget
    • Advertising
      Reach Many Buyers, Repeat Message Many Times, Impersonal, Expensive
      Personal
      Selling
      Personal Interaction, Relationship Building, Most Expensive Promo Tool
      Sales
      Promotion
      Wide Assortment of Tools, Rewards Quick Response, Efforts Short-Lived
      Public
      Relations
      Very Believable, Dramatize a Company or Product, Underutilized
      Direct
      Marketing
      Nonpublic, Immediate, Customized, Interactive
      CHP: 17&18-29
      Setting the Promotion Mix
    • MEDIA / SCHEDULING DECISIONS
      • Television
      • Radio
      • Magazines
      • Online
      • Website
      • Outdoor
    • Factors Influencing Media Decisions
      Access to the target audience
      Favorable access to cost
      Unfavorable access to cost
      Cost of reaching the target group(s)