IntegratedMarketing CommunicationsIMC is the coordination andintegration of all marketingcommunication tools, avenues ands...
FIGURE         1 .1Communication Process                        1-2
FIGURE                                                      5.6                                        Global Advertising ...
TAB LE 5 . 1          Comparison of B-to-B and Consumer Communications          Expenditures       Print Ads      Radio Ad...
Marketing Budgets         Advertising            26%Consumer Promotions             Trade Promotions       24%            ...
Discussion Slide     Advertising Clutter•   To how many ads were you exposed during    the last 24 hours from the followin...
FIGURE                     1.8Items to be Included in an IMC Program    •   Company logo                           •   Coo...
FIGURE              1.6Factors Affecting the Value of IMC Programs •   Development of information technology •   Increase ...
FIGURE                        1.7Viewer Activities During TV Commercials         Positive Responses:         •    Get amus...
Global Integrated     Marketing Communications•   GIMC is more challenging in the international    arena.•   Standardizati...
Verbal and Visual Elements   Central vs Peripheral route processing   Visual processing     – Easier to recall     – Sto...
Advertising Appeals      Fear      Humor      Music      Rationality      Emotions                      7-12
Discussion SlideFIGURE                7.6Humorous Ads Quiz Good or Service                             Hints    Beer     ...
HumorAppeal         7-14
Emotional Appeals   Based on three ideas:    – Consumers ignore most ads.    – Rational ads go unnoticed.    – Emotional ...
This ad for a nonprofit animal rights and rescue groupdraws on viewers’ sympathies toward animals.                        ...
Spokespersons    Celebrities    CEOs    Experts    Typical persons                       8-17
FIGURE                    8.4Celebrity Endorsers   Ace Hardware: John Madden              GMC Trucks: Grant Hill   Adid...
FIGURE               8.6Principles of Effective Advertising              Visual consistency.              Campaign durat...
Beating Ad Clutter   Presence of competitor ads.   Use repetition.   Use multiple mediums.   Create ads that gain atte...
Upcoming SlideShare
Loading in …5
×

Ch.17 18 new

478 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
478
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Ch.17 18 new

  1. 1. IntegratedMarketing CommunicationsIMC is the coordination andintegration of all marketingcommunication tools, avenues andsources within a company into aseamless program whichmaximizes the impact onconsumers and other end-users ata minimal cost. 1-1
  2. 2. FIGURE 1 .1Communication Process 1-2
  3. 3. FIGURE 5.6 Global Advertising Expenditures $160.0 $500 $438 $140.0 $134.3 $450 $400 $120.0 $350Expenditures in Billions $300 $263 $100.0 $238 $249 $240 $250 $80.0 $200 $167 $157 $150 $122 $123 $60.0 $100 $52 $40.0 $33.2 $50 $21.6 $0 $20.0 $15.8 $11.1 $8.3 $6.9 $5.4 $5.3 $5.0 $0.0 United Japan Germany U.K. France Italy Brazil Spain Canada Australia States Total Advertising Expenditures Average Expenditure per Capita Source: Juliana Koranteng and Normandy Madden, “Ranking of the Top Global Ad Markets,” Advertising Age International, (May 2000), pp. 17-20. 5-3
  4. 4. TAB LE 5 . 1 Comparison of B-to-B and Consumer Communications Expenditures Print Ads Radio Ads TV Ads PRSales Promotions Catalogs Trade Shows Direct Mail 0 5 10 15 20 25 30 35 40 45 50 Percentage of Total Communications Budget Consumer B-to-B 5-4
  5. 5. Marketing Budgets Advertising 26%Consumer Promotions Trade Promotions 24% 50% 5-5
  6. 6. Discussion Slide Advertising Clutter• To how many ads were you exposed 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? 1-6
  7. 7. FIGURE 1.8Items to be Included in an IMC Program • Company logo • Cooperative advertising with other • Product brand name and company businesses name • Personal selling pitches • Business cards • Characteristics of target market • Letterhead buyers • Carry home bags (paper or plastic) • Characteristics of business buyers • Wrapping paper • Sales incentives provided to sales • Coupons force (contests, prizes, bonuses and commissions) • Promotional giveaways (coffee mugs, pens, pencils, calendars) • Internal messages • Design of booth for trade shows • Company magazines and newspapers • Advertisements (billboards, space • Statements to shareholders used on cars and busses, television, • Speeches by company leaders radio, magazines and newspapers) • Public relations releases • Toll free 800 number • Sponsorship programs • Company database • Web site 1-7
  8. 8. FIGURE 1.6Factors Affecting the Value of IMC Programs • Development of information technology • Increase in competition (global competitors) • Brand parity • Integration of information by consumers • Decline in effectiveness of mass media advertising. 1-8
  9. 9. FIGURE 1.7Viewer Activities During TV Commercials Positive Responses: • Get amused by the ads (26%) • Sit and watch commercials (19%) Negative Responses: • Get annoyed at the number of ads (52%) • Get up and do something else (45%) • Switch channels (39%) • Talk to others in the room (34%) • Turn down the sound on TV (19%) • Read (11%) • Use the computer (5%) Source: Jennifer Lach, “Commercial Overload,” American Demographics, (September 1999), Vol.. 21, No. 9, p. 20. 1-9
  10. 10. Global Integrated Marketing Communications• GIMC is more challenging in the international arena.• Standardization vs Adaptation.• “Think globally, but act locally.” 1-10
  11. 11. Verbal and Visual Elements Central vs Peripheral route processing Visual processing – Easier to recall – Stored both as pictures and words – Concrete vs abstract Radio visual imageryPepsi radio ads in which listeners heara can being opened. Visual esperantoA universal language for global advertising.e.g. a boy and father at a sport event(the message is a shared family moment). 7-11
  12. 12. Advertising Appeals  Fear  Humor  Music  Rationality  Emotions 7-12
  13. 13. Discussion SlideFIGURE 7.6Humorous Ads Quiz Good or Service Hints  Beer Miller Lite, Keystone, Budweiser, Hineken  Restaurants Wendy’s, Shoney’s, Long John Silvers  NBA It’s Fantastic  Telephone U.S. Cellular  Motels Holiday Inn, Red Roof InnCan you remember an advertisementfor each good or service that was funny? 7-13
  14. 14. HumorAppeal 7-14
  15. 15. Emotional Appeals Based on three ideas: – Consumers ignore most ads. – Rational ads go unnoticed. – Emotional ads can capture attention. 7-15
  16. 16. This ad for a nonprofit animal rights and rescue groupdraws on viewers’ sympathies toward animals. 7-16
  17. 17. Spokespersons  Celebrities  CEOs  Experts  Typical persons 8-17
  18. 18. FIGURE 8.4Celebrity Endorsers Ace Hardware: John Madden  GMC Trucks: Grant Hill Adidas: Steffi Graf  Hanes Hosiery: Fran Drescher American Express: Jerry Seinfeld  Hanes Underwear: Michael Jordan Amway: Shaquille O’Neal  K-Mart: Rose O’Donnell AT&T: Whitney Houston  L’eggs: Jamie Lee Curtis Campbell Soup: Wayne Gretzky  MasterCard: Tom Watson Compaq Computers: Hakeem  Nintendo: Ken Griffey, Jr. Olajuwon  Outback Steakhouse: Rachel Hunter Converse: Larry Bird, Larry  Revlon: Cindy Crawford Johnson, Lattrell Sprewell  Sprite: Grant Hill Danskin: Nadia Comaneci  Taco Bell: Spike Lee, Shaquille Fila: Naomi Campbell, Grant Hill, O’Neal, Hakeem Olajuwon Kathy Ireland, Vendela 8-18
  19. 19. FIGURE 8.6Principles of Effective Advertising  Visual consistency.  Campaign duration.  Repeated taglines.  Consistent positioning.  Simplicity.  Identifiable selling point. 8-19
  20. 20. Beating Ad Clutter Presence of competitor ads. Use repetition. Use multiple mediums. Create ads that gain attention. Create ads that relate to the target audience 8-20

×