Uploaded byCorinne Weisgerber
IMC
Integrated Marketing Communication coordinates various marketing tactics like advertising, public relations, sales promotions, and digital marketing to send consistent messaging to audiences. The goal is to build a cohesive brand presence. IMC considers traditional tactics like direct mail, telemarketing, and personal selling alongside newer methods like social media, influencer marketing, and native advertising. Coordinating these tools helps cut through increasing message clutter while addressing modern challenges like product issues and questioning of a brand's social impact.
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IMC
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- 2. PR falls under“promotion” in the context of consumer PR • Product • Price • Place (distribution) • Promotion Marketing is a process aimed at satisfying customer needs profitably.This process includes 4 elements: Marketing
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- 4. Direct Marketing Sales Promotion PR: Media Rels, Events, Sponsorships Adver- tising Product PlacePrice Marketing Mix Promotional Mix This applies to the realm of consumer PR
- 5. Integrated Marketing Intersection ofpublic relations and publicity, advertising, sales promotion, and marketing to promote organizations, products, and services.
- 6. Coordinates the useof various forms of marketing communications to provide clarity, consistency, and maximum communications impact.The integration helps build a cohesive presence. Goal: To send a consistent message to audiences. Integrated Marketing Communications
- 7. • Marketing-oriented tweets •Facebook messages • Instagram photos • YouTube videos • Internet publicity • Product placements • Sponsoring concerts Publicity-Seeking Techniques
- 8. • Direct Marketing •Personal Selling • Guerilla Marketing • Sales Promotion • Promotional Products • Public Relations • Cause-related Marketing & Sponsorships • Advertising • Internet Publicity More IMC Tools
- 9. PR vs. Advertising •Marketing – selling a service or product through pricing, distribution and promotion • Advertising – subset of marketing; pay to place message in media formats • Clutter increased importance of public relations
- 10. Third-Party Endorsements • Supportof an “objective” third-party: a blog, newspaper, magazine, tweet, broadcast which mentions product as “news” • Advertising perceived as self-serving; Publicity carries less of that stigma • Bloggers may be paid to write about product or link to it (SEO)
- 11. Spokesperson • Unethical ifpaid endorsements are not disclosed • A matter of control: brands do not control the spokesperson’s behavior
- 12. Native Advertising Also knownas branded content or sponsored journalism • Content authored by and paid for by public relations professionals • Placed in news site news columns • Shoulder-to-shoulder with real news • Appears to look like the real thing Native advertising on target to reach $8 billion by the end of 2015 and grow to $21 billion in 2018
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- 17. Direct Mail • Needa good mailing list with no duplicate names • Mailing lists for specific demographics or psychographics
- 18. Telemarketing Telemarketing: Person calls you Telepromotions: Automatedcalls National Do Not Call List • 730,000 registered the first day • 50 million in 2003
- 19. Database Marketing Gathers informationon consumers & and uses those records to target advertising to individuals’ needs.
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- 21. • Direct Marketing •Personal Selling • Guerilla Marketing • Sales Promotion • Promotional Products • Public Relations • Cause-related Marketing & Sponsorships • Advertising • Internet Publicity More IMC Tools
- 22. Guerilla Marketing Unconventional marketing activitieson a low budget
- 23. Six-story billboard with2 directional audio behind it. You hear spooky voices when walking directly in the path of the sound. Others next to you hear nothing.
- 24. Unexpected message /shock value
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- 27. Box with Garlic &a Rosary • German Embassy called the bomb squad • City shut down • Media speculated as to meaning of the boxes
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- 31. January 31st 2007in Boston
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- 37. PERSUASION is so pervasivewe no longer trust certain forms of it especially overt
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- 40. WHY THIS AD Whywould McDonald’s be interested in this? Allows persuasion to become less obvious: • Authenticity vs. manufactured look/feel • Spontaneity vs. choreography • Peer driven vs. corporate sponsored Will we become sensitized to buzz marketing? • Planned to appear unplanned • Contrived to seem genuine
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- 42. Edelman Trust Barometer--- United States Most Trusted Spokesperson 2003 2007 “Person like you” 22% 51% CEO 14% 22% Academic or expert 43% 48% Regular employee 26% 36% 2010 44% 40% 64% 32% 2012 65% 38% 68% 50% 2014 62% 43% 67% 52%
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- 44. THE TIPPING POINT Thethreshold at which an idea, product, or message takes off Need: people spreading message, right context, stickiness, scalability, effortless transfer
- 45. LAW OF THEFEW Large numbers of people are not required to generate a trend A select few enjoy a disproportionate amount of influence over others
- 46. Reconstructing the spreadof an idea: #JeSuisCharlie hashtag One of the most tweeted hashtags in history
- 47. Creator of #JeSuisCharliehashtag Only 551 followers a few days after attack
- 48. The original tweet: 476RTs LAW OF THE FEW
- 49. MAVENS in the know/wantto educate CONNECTORS know everyone SALESPEOPLE are persuasive
- 50. • Context (righttime & place) • Stickiness (inherently attractive) • Scalability (easy to ramp up production) • Effortless Transfer (easy to disseminate)
- 51. MOVEMBER IDEA • Context(right time & place) • Stickiness (inherently attractive) • Scalability (easy to ramp up production) • Effortless Transfer (easy to disseminate)
- 52. Sales Promotions • Coupons • Samples •Refunds/Rebates • Continuity Programs • Contests/Sweepstakes • Point-of-Purchase Adv.
- 53. Coupons 78% of householdsuse them • 64% willing to change brands with coupons
- 54. Samples In-store • Insertedon or in packages of related products • Delivered to the customer
- 55. Refunds/Rebates 60% of customersdon’t get rebates redeemed
- 56. Continuity Programs Instill repeatpurchases • Help brand loyalty
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- 60. Point-of- Purchase Advertising Advertising that takesplace in the store where the consumer makes the purchase decision.
- 61. Promotional Products Free gadgets/gifts withthe company’s logo on them.
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- 63. Historical Example • Sales ofReese’s Pieces increased by 80% • M&M turned Spielberg down • Hershey turned down the request to use Hershey kisses
- 64. Cause-related Marketing Associates acompany with a social cause in an effort to build goodwill KFC Repairs Streets in Exchange for Leaving Its Mark on Pavement - 03/25/09
- 65. Social-networking utility foriPhones: SitOrSquat
- 66. Taco Bell IMCExample
- 67. Public Relations Advertising •Marketing of an image vs. a product • Image advertising, issues advertising, public relations • Mergers and diversifications • Personnel changes • Organizational resources and views
- 68. Public Relations Concerned withthe company’s various publics. • News Releases/PSAs • Newsletters/Books • Press Conferences • Special Events • Article Reprints
- 69. Trade Shows Trade showparticipation • Analyze the show carefully • Select a common theme • Emphasize what’s new • Consider local promotional efforts • Evaluate the worth
- 70. Why IMC? Product recalls• Ingredient scares • Questioning of product’s social needs • Consumer interest in company policies • Spreading rumors • Increased clutter & noise • Problems generated by media criticism
- 71. Product Recalls • Create negativeheadlines • Create negative publicity Example: Ford/Firestone
- 72. Ingredient Scares • Create negativeheadlines • Create negative publicity
- 73. Questioning of products’social needs Do we really need this product?
- 74. Customer interest in companypolicies • Air/water pollution • Animal testing • Minority hiring
- 75. Spreading Rumors Example: • Tommy Hilfiger •Liz Claiborne
- 76. Image Problems generatedby media criticism
- 77. Increased clutter &noise More channels, media, advertisements make it difficult to be heard
- 78. • Need foran integrated approach that combines the best of marketing, advertising, sales promotion, and public relations • Need to be knowledgeable about all aspects of communication mix As a result: