Integrated marketing communication
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Integrated marketing communication

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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)