2. An organizational function
Processes for creating,
communicating, and
delivering value to customers
Managing customer
relationships in ways that
benefit the organization and
its stakeholders Customer relationship
management (CRM)
Value
Relationship marketing
Mass customization
3. Integrated Marketing Communications is a
simple concept. It ensures that all forms
of communications and messages are
carefully linked together. At its most basic
level, Integrated Marketing
Communications, or IMC, as we'll call it,
means integrating all the promotional
tools, so that they work together in
harmony.
5. Traditional compensation Performance-based compensation
Media advertising Multiple forms of communication
Mass media Specialized media
Manufacturer dominance Retailer dominance
General focus Data-based marketing
Low agency accountability Greater agency accountability
Limited Internet availability Widespread Internet availability
From Towards
6.
7. Rank Brand
Brand Value
(Billions)
1 Coca-Cola $65.32
2 Microsoft 58.71
3 IBM 57.09
4 General Electric 51.57
5 Nokia 33.70
6 Toyota 32.07
7 Intel 30.95
8 McDonald’s 29.39
9 Disney 29.21
10 Mercedes-Benz 23.57
8. Expenditure in Billions of Dollars
$0 $50 $100 $150 $200 $250 $300 $350 $400
U.S. Advertising
Advertising Outside
U.S.
2007
1980
9. Mass media advertising reaches large numbers
geographically dispersed at low cost per exposure with
ability to repeat message with frequency
PROCESS:
1. Set objectives
2. Develop strategy
▪ Message strategy
▪ Message execution
▪ Slice of life, lifestyle, fantasy, mood, musical, symbolic, technical
expertise, scientific, testimonial (see page 478-479)
3. Select media (reach, frequency, impact)
4. Evaluate advertising
11. Mass media marketing in a one-to-one
manner.
Requires Database
Forms:
▪ Telemarketing
▪ Direct Mail
▪ Catalogue Marketing
▪ Direct ResponseTV (order now)
14. Purpose is not to communicate to the market about
products but rather to communicate to the company’s
publics about the company itself.
Functions:
Press relations
Product Publicity
Public Affairs
Lobbying
Investor Relations
Development (financial or volunteer support)
Crisis management
16. Short term incentives designed by marketers for the purpose
of encouraging the purchase of a product.
Consumer promo tools:
Samples, coupons, rebates, price packs, premiums, ad specialties,
loyalty programs, point-of-purchase displays/demos, and
contests/sweepstakes
Business promo tools:
conventions/trade shows and sales contests