Capítulo 1 Clow y Baack
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Capítulo 1 Clow y Baack

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Del libro Publicidad, promoción y comunicación integral en marketing. de los autores Clow y Baack. Estas presentaciónes normalmente son de apoyo para el profesor, pero las comparto por si no las......

Del libro Publicidad, promoción y comunicación integral en marketing. de los autores Clow y Baack. Estas presentaciónes normalmente son de apoyo para el profesor, pero las comparto por si no las han logrado obtener. El libro es genial.

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  • 1. 1 Chapter OneIntegrated Marketing Communications Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-1
  • 2. Surfing !1 • What ads do you recall about surfing and surf boards? • How do the ads depict surfing? • How would you evaluate Ron Jon’s web site? • What do you think of their logo? Ron Jon Surf Shop Http://www.ronjons.com Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-2
  • 3. Integrated1 Marketing Communications Chapter Overview • Highly competitive global marketplace. • Wide variety of media available for communications. • Clear communications needed. • Emerging trends. • Accountability. • Change in roles of account executives, creatives and brand managers. • Development of alternative media. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-3
  • 4. FIGURE 1 .2Communication Process Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-4
  • 5. EXHIBITShoe Advertisements• Which advertisement attracts your attention the most?• Which advertisement is the least appealing?• How important is the brand name in each ad?• What is the message of each individual advertisement?• What makes each advertisement effective?• What are the pros and cons of each advertisement? Click image for larger view Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-5
  • 6. Comparing the Advertisement to the Web Site• Reebok (http://www.reebok.com)• New Balance (http://www.newbalance.com)• Nike (http://www.nike.com)• Adidas (http://www.adidas.com) Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-6
  • 7. FIGURE 1.2Possible Noise in Watching a TV Advertisement Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-7
  • 8. Advertising Clutter• How many ads were you exposed to during the last 24 hours from the following media? – Television – Radio – Magazines – Newspapers – Billboards – Internet Web sites• How many ads can you recall from each of the above media? Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-8
  • 9. Integrated Marketing Communicationsis the coordination and integration of allmarketing communication tools,avenues and sources within a companyinto a seamless program whichmaximizes the impact on consumersand other end-users at a minimal cost.The IMC includes all business-to-business, channel, customer, externalcommunications and internalcommunications. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-9
  • 10. Phillip Franznick,President/Partner ofFD & B Advertising Agencytalks about the change in Click image to play video.advertising agencies tointegrated marketingcommunication agencies. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-10
  • 11. FIGURE 1.4 Traditional Marketing Mix Product Price Promotion Distribution Advertising Sales Promotions Personal SellingDatabase Direct Sponsorship Internet Guerilla AlternativeMarketing Marketing Marketing Marketing Marketing Marketing Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-11
  • 12. FIGURE 1.5The Marketing Plan • Situation analysis. • Marketing objectives. • Marketing budget. • Marketing strategy. • Marketing tactics. • Evaluation Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-12
  • 13. FIGURE 1.6Integrated Marketing Communication Plan Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-13
  • 14. Four Stages in Cultivating an IMC System [American Productivity & Quality Center] Stage 1: Identify, coordinate and manage all forms of marketing communications. Stage 2: Communications are examined from perspective of customers. Stage 3: Apply information technologies to the IMC program. Stage 4: Customer data information and insights used in corporate strategic planning. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-14
  • 15. FIGURE 1.8Trends Impacting Integrated Advertising andMarketing Communications • Information technology • Changes in channel power • Increase in competition (global competitors) • Brand parity • Integration of information • Decline in effectiveness of television advertising. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-15
  • 16. FIGURE 1.9U.S. Online Retail Sales Toys/video games Travel 3% 35% Music/videos 4% Home furnishings 5% Apparel 7% Food/beverages Appliances 3% 3% Other Auto & parts 19% 8% Computer Consumer electronics hardw are/softw are 5% 8% Source: Adapted from “U.S. Online Retail Sales,” Digital Marketing & Media Fact Pack, Advertising Age, Crain Communications, Inc. (2007), p. 34. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-16
  • 17. FIGURE 1 . 10Market Share – Top Brands in Running Shoe Industry Saucony, 1.7% Reebok, 2.3% Other, 2.1% Adidas, 13.2% Asics, 13.3% Avia, 1.7% Nike, 46.2% Brooks, 1.7% New Balance, 17.8%Source: Adapted from Matt Powell, “A Steady Stride,” SCB, Vol. 39, No. 11 (November 2006), p. 15. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-17
  • 18. FIGURE 1 . 11 Why Viewers Do Not Watch Ads Im bored Program is boringTurn to another program Ads are on Ad boring Ad annoying Seen ad a lot 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-18
  • 19. Global Integrated Marketing Communications• Goal – to coordinate marketing efforts• Greater challenge due to national and cultural differences• Standardization vs Adaptation.• “Think globally, but act locally.” Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-19