Recommended
More Related Content
Similar to Chap01 an-introduction-to-integrated-marketing-communications-1225868228281783-9
Similar to Chap01 an-introduction-to-integrated-marketing-communications-1225868228281783-9 (20)
More from Ahmad Yamin
More from Ahmad Yamin (7)
Recently uploaded
Recently uploaded (20)
Chap01 an-introduction-to-integrated-marketing-communications-1225868228281783-9
- 1. An Introduction to Integrated Marketing Communications An Introduction to Integrated Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 2. The Growth of Advertising and Promotion Expenditure in Billions of Dollars $0 $50 $100 $150 $200 $250 $300 Advertising Outside U.S. U.S. Sales Promotion U.S. Advertising 2002 1980 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 3. IMC–Audience Contact Points Marketing Communications Audience Marketing Communications Audience Point of Purchase Point of Purchase PublicityPublicity Public Relations Public Relations PackagingPackaging Direct Response Direct Response Sales Promotion Sales Promotion EventsEventsOutdoorOutdoorBroadcast Media Broadcast Media Print Media Print Media Direct MailDirect Mail Internet/ Interactive Media Internet/ Interactive Media © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 4. IMC Principles Extend Worldwide +© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 5. Point of Purchase Publicity Public Relations Direct Marketing Interactive Marketing Special Events Packaging Sales Promotion Direct Response Traditional Approach to Marketing Communications Media Adver- tising © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 6. Contemporary IMC Approach Point of Purchase Publicity Interactive Marketing Public Relations Direct Marketing Special Events Packaging Sales Promotion Direct Response Media Adver- tising © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 7. The US Army Uses TV Advertising as Part of Its IMC Program *Click outside of the video screen to advance to the next slide © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 8. Traditional CompensationTraditional Compensation Performance Based CompensationPerformance Based CompensationTraditional CompensationTraditional Compensation Performance Based CompensationPerformance Based Compensation Media AdvertisingMedia Advertising Multiple Forms of CommunicationMultiple Forms of Communication Mass MediaMass Media Specialized MediaSpecialized Media Manufacturer DominanceManufacturer Dominance Retailer DominanceRetailer Dominance General FocusGeneral Focus Data Based MarketingData Based Marketing Low Agency AccountabilityLow Agency Accountability Greater Agency AccountabilityGreater Agency Accountability Limited Internet AvailabilityLimited Internet Availability Widespread Internet AvailabilityWidespread Internet Availability Media AdvertisingMedia Advertising Multiple Forms of CommunicationMultiple Forms of Communication Mass MediaMass Media Specialized MediaSpecialized Media Manufacturer DominanceManufacturer Dominance Retailer DominanceRetailer Dominance General FocusGeneral Focus Data Based MarketingData Based Marketing Low Agency AccountabilityLow Agency Accountability Greater Agency AccountabilityGreater Agency Accountability Marketing Revolution and Shifting Tides From Toward © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 9. Dell Focuses on Building a Relationship With Customers +© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 10. IMC and Branding Brand Identity is a combination of factors: Name, logo, symbols, design, packaging, product or service performance, and image or associations in the consumer’s mind. Brand Identity is a combination of factors: Name, logo, symbols, design, packaging, product or service performance, and image or associations in the consumer’s mind. 2003 Brand Value (Billions of Dollars) 1. Coca-Cola $70.5 2. Microsoft $65.1 3. IBM $51.8 4. GE $42.3 5. Intel $31.1 6. Nokia $29.4 7. Disney $28.0 8. McDonald’s $24.7 9. Marlboro $22.2 10. Mercedes $21.4 IMC plays a major role in the process of developing and sustaining brand identity and equity. IMC plays a major role in the process of developing and sustaining brand identity and equity. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 11. Intel’s Advertising Helps Build Brand Equity *Click outside of the video screen to advance to the next slide © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 12. Coordinated Marketing Mix Elements Build Image +© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 13. AdvertisingAdvertising Direct MarketingDirect Marketing Interactive/ Internet Marketing Interactive/ Internet Marketing Sales PromotionSales Promotion Publicity/Public Relations Publicity/Public Relations Personal SellingPersonal Selling AdvertisingAdvertising Direct MarketingDirect Marketing Interactive/ Internet Marketing Interactive/ Internet Marketing Sales PromotionSales Promotion Publicity/Public Relations Publicity/Public Relations Basic Elements of the Promotional Mix © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 14. Primary vs. Selective Demand Advertising Primary vs. Selective Demand Advertising Primary vs. Selective Demand Advertising Primary vs. Selective Demand Advertising Business-to-Business AdvertisingBusiness-to-Business Advertising Organizations National AdvertisingNational Advertising Retail/Local AdvertisingRetail/Local Advertising Professional AdvertisingProfessional Advertising Trade AdvertisingTrade Advertising National AdvertisingNational Advertising Retail/Local AdvertisingRetail/Local Advertising Business-to-Business AdvertisingBusiness-to-Business Advertising Professional AdvertisingProfessional Advertising Classifications of Advertising Consumers © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 15. Great Advertising Can Strike a Responsive Chord with Consumers *Click outside of the video screen to advance to the next slide © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 16. An Example of “B-to-B” Advertising +© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 17. Direct Response Advertising Direct Response Advertising Direct Response Advertising Direct Response Advertising Direct Mail Direct Mail CatalogingCataloging TelemarketingTelemarketing Internet Sales Internet Sales Shopping Channels Shopping Channels Direct Mail Direct Mail TelemarketingTelemarketing CatalogsCatalogs Shopping Channels Shopping Channels Direct Marketing is Part of IMC Direct Marketing Direct Marketing © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 18. Bose Uses Direct Response Advertising +© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 19. Builds and Maintains Customer Relationships Builds and Maintains Customer Relationships Obtains Customer Database Information Obtains Customer Database Information Communicates and Interacts With Buyers Communicates and Interacts With Buyers Provides Customer Service and Support Provides Customer Service and Support Educates or Informs Customers Educates or Informs Customers A Persuasive Advertising Medium A Persuasive Advertising Medium A Sales Tool or an Actual Sales Vehicle A Sales Tool or an Actual Sales Vehicle Obtains Customer Database Information Obtains Customer Database Information Communicates and Interacts With Buyers Communicates and Interacts With Buyers Provides Customer Service and Support Provides Customer Service and Support Educates or Informs Customers Educates or Informs Customers A Persuasive Advertising Medium A Persuasive Advertising Medium A Sales Tool or an Actual Sales Vehicle A Sales Tool or an Actual Sales Vehicle Using the Internet as an IMC Tool The Internet The Internet © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 20. American Airlines Encourages Customers to Do It All Online +© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 21. • Consumer- oriented • [For end-users] • Trade- oriented • [For resellers] Sales Promotion Tools EventsEvents Loyalty ProgramsLoyalty Programs Bonus PacksBonus Packs Refunds/RebatesRefunds/Rebates Contests/SweepstakesContests/Sweepstakes PremiumsPremiums SamplesSamples CouponsCoupons Coop Advertising Coop Advertising Trade Shows Trade Shows Training Programs Training Programs POP DisplaysPOP Displays Trade Allowances © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 22. Introduce New Products Introduce New Products Get Existing Customers to Buy More Get Existing Customers to Buy More Attract New Customers Attract New Customers Maintain Sales In Off Season Maintain Sales In Off Season Increase Retail Inventories Increase Retail Inventories Tie In Advertising & Personal Selling Tie In Advertising & Personal Selling Enhance Personal Selling Enhance Personal Selling Combat Competition Combat Competition Introduce New Products Introduce New Products Get Existing Customers to Buy More Get Existing Customers to Buy More Attract New Customers Attract New Customers Maintain Sales In Off Season Maintain Sales In Off Season Increase Retail Inventories Increase Retail Inventories Tie In Advertising & Personal Selling Tie In Advertising & Personal Selling Enhance Personal Selling Enhance Personal Selling Various Uses of Sales Promotion Sales Promotion Sales Promotion © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 23. Advertising Versus Publicity AdvertisingAdvertising PublicityPublicity TentativeTentative LowLow Low/UnspecifiedLow/Unspecified UncontrollableUncontrollable GreatGreat LowerLower MeasurableMeasurable SchedulableSchedulable High/SpecificHigh/Specific HighHigh SpecifiableSpecifiable UndeterminedUndetermined HigherHigher LittleLittle FactorFactor ControlControl CredibilityCredibility ReachReach FrequencyFrequency CostCost FlexibilityFlexibility TimingTiming © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 24. InterviewsInterviewsInterviewsInterviews Feature Articles Feature Articles Special Events Special Events Press Conferences Press Conferences News Releases News Releases Feature Articles Feature Articles Special Events Special Events News Releases News Releases Publicity Vehicles Publicity Vehicles Publicity Vehicles © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 25. Corporate Advertising Corporate Advertising Cause-related Marketing Cause-related Marketing Publicity Vehicles Community Activities Public Affairs Activities Special Publications Special Event Sponsorship Publicity Vehicles Community Activities Public Affairs Activities Special Publications Public Relations Tools © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 26. DuPont Uses Advertising to Enhance Its Corporate Image + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 27. Integrated Marketing Communications Planning Model Promotional Program Situation Analysis Analysis of the Communications Process Budget Determination Develop Integrated Marketing Communications Programs Review of Marketing Plan Advertising Sales Promotion PR/ Publicity Personal Selling Direct Marketing Advertising Objectives Sales Promotion Objectives PR/ Publicity Objectives Personal Selling Objectives Direct Marketing Objectives Message Strategy Sales Promotion Strategy PR/ Publicity Strategy Personal Selling Strategy Direct Marketing Strategy Integration & Implementation of Marketing Communications Strategies Monitor, Evaluate & Control Promotional Program Internet/ Interactive Internet/ Interactive Objectives Internet/ Interactive Strategy © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 28. 1. A detailed situation analysis1. A detailed situation analysis 2. Specific marketing objectives2. Specific marketing objectives 3. A marketing strategy and program3. A marketing strategy and program 4. A program for implementing the strategy4. A program for implementing the strategy 5. A process for monitoring and evaluating performance5. A process for monitoring and evaluating performance 1. A detailed situation analysis1. A detailed situation analysis 3. A marketing strategy and program3. A marketing strategy and program 4. A program for implementing the strategy4. A program for implementing the strategy 2. Specific marketing objectives2. Specific marketing objectives The Marketing Plan © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin