Chapter13 Integrated Marketing Communications 1


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  • Philosophy Recognition that our customers are unique with their own culture, image, workplace issues, change rates Recognition that standard solutions do not work Recognition that each customer needs to be treated as and individual market Manufacturing Flat organizational structure, easy to get to the right resources, greater empowerment Mass customization Vs. mass production Highly vertical and highly integrated operation Cellular organization - lot size of one
  • Chapter13 Integrated Marketing Communications 1

    1. 1. <ul><li>Resources: </li></ul><ul><li>Marketing an Introduction / Gary Armstrong, Philip Kotler </li></ul>Advertising, Sales Promotion and Public Relations
    2. 2. Integrated Marketing Communication Direct Marketing Sales Promotion Advertising Public Relations Personal Selling The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, compelling message about the organization and its products.
    3. 3. Advertising Budget Decisions Objective setting Media Decisions Message Decisions Campaign Evaluation
    4. 4. Advertising – Objective Setting <ul><li>New product </li></ul><ul><li>New uses of product </li></ul><ul><li>Price change </li></ul><ul><li>How product works </li></ul><ul><li>Building brand preference </li></ul><ul><li>Encourage switching </li></ul><ul><li>Changing customer </li></ul><ul><li>perception </li></ul><ul><li>Product maybe needed </li></ul><ul><li>in the near future </li></ul><ul><li>Where to buy product </li></ul>Informative Persuasive Reminder
    5. 5. Advertising – Objective Setting (cont.)
    6. 6. Advertising – Budget Decisions Affordable Method Percentage-of-Sales Method Competitive-Parity Method Objective-and-Task Method
    7. 7. Advertising – Message Decision Message Strategy - Costumer benefit - Creative concept or Big Idea Advertising appeal should be - meaningful - believable - distinctive
    8. 8. Advertising – Message Decision Message Execution - Slice of life - Lifestyle - Fantasy - Mood or image - Musical - Personality symbol - Technical expertise - Scientific evidence - Testimonial evidence or endorsement
    9. 9. Advertising – Message Decision (cont.)
    10. 10. Advertising – Message Decision (cont.)
    11. 11. Advertising – Media Decision Small audience, relatively low impact; audience controls exposure High selectivity; low cost; immediacy; interactive capabilities Online Little audience selectivity; creative limitations Flexibility; high repeat exposure; low cost; low message competition; good positional selectivity Outdoor Long ad-purchase lead time; high cost; no guarantee of position High geographic and demographic selectivity; credibility and prestige; high quality reproduction; long life and good pass-along readership Magazines Audio only; fleeting exposure; low attention Good local acceptance; high geographic and demographic selectivity; low cost Radio Relatively high cost per exposure; “junk mail” image High audience selectivity; flexibility; no ad competition within the same medium; allows personalization Direct Mail High absolute costs; high clutter; fleeting exposure; less audience selectivity Good mass-market coverage; low cost per exposure; combines sight, sound and motion; appealing to the senses TV Short life; poor reproduction quality; small pass-along audience Flexibility; timeliness ; good local market coverage; broad acceptability; high believability Newspaper Limitations Advantages Medium
    12. 12. Advertising – Evaluation Communication effects Sales effects
    13. 13. Sales Promotion Sales promotion consists of short term incentives to encourage purchase or sales of a product or service.
    14. 14. Public Relations Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories and events.