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Lecture 2-organizingfor imc


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Lecture 2-organizingfor imc

  1. 1. Organizing for Integrated Marketing Communications Dr. George Belch San Diego State University .
  2. 2. Strategic Marketing Model
  3. 3. Integrated Marketing Communications Planning Model Review of marketing plan Promotional program situation analysis Analysis of the communications process Budget determination Develop integrated marketing communications programs Sales PR/ Personal Direct Internet/Advertising promotion publicity selling marketing interactiveAdvertising Sales PR/ Personal Direct Internet/ promotion publicity selling marketing interactiveobjectives objectives objectives objectives objectives objectives Message Sales PR/ Personal Direct Internet/ promotion publicity selling marketing interactive strategy strategy strategy strategy strategy strategy Integrate and implement marketing communications strategies Monitor, evaluate and control IMC Program
  4. 4. Elements of a Marketing Plan Detailed situation analysis Specific marketing objectives Marketing strategy and programProgram for implementing the strategy Process for monitoring & evaluating performance
  5. 5. Promotional Program Situational Analysis Internal ExternalFirm’s promotional Customer analysisorganization/capabili •Who buys? Who influencesties the decision •Why do they buy? WhatReview of previous needs and wants must beprograms and met?results •Why do they buy? •Where and when?Assess firm/brandimage Competitive analysisAssess strengths and Environmentalweaknesses of analysisproduct or service
  6. 6. Participants in the IMC ProcessAdvertiser (Client)Advertising agencyMedia organizations Direct- Sales response promotionMarketing agencies agenciescommunicationsspecialistorganizations Public Interactive relations agenciesCollateral services firms
  7. 7. Full-Services Agencies Planning advertising Full range of Performing marketing research Creating communication advertising and promotion services Selecting media Producing advertisingStrategic market Interactive planning capabilities Sales Nonadvertising Package design promotions promotions services Direct Public relations marketing and publicity ©
  8. 8. Full-Service Agency Organization Chart
  9. 9. Services Provided by Agencies Agency Services Account Marketing Creative Service Services ServicesThe link between Research Creation andagency and client department execution of adsManaged by the May include Copywriters,account executive account planners artists, other specialists Media department to obtain media space and time
  10. 10. Direct-Marketing Agency Activities Database Media servicesmanagement Direct Direct- Marketing Creative mail Agencies Research Production
  11. 11. Activities Performed by SalesPromotion Agencies Promotional planning Creative work and research Tie-in coordination Tie-in coordination Fulfillment Premium design and manufacturing Catalog productions Catalog production Contest/sweepstakes management ©
  12. 12. Functions Performed by Public Relations Firms Managing Damage control Crises Generating Strategy publicitydevelopment Program planning Image portrayal Lobbying Public affairs ©
  13. 13. Functions Performed by Interactive Agencies Interactive Media Creation Websites Banner ads Search engine optimization Mobile marketing Social media campaigns Digital media
  14. 14. Avenue Social creates social mediaapplications for companies ©
  15. 15. Evaluation of Integrated Services + Positive - NegativeGreater synergy Budget politics Convenience Integrated Poor Services communication Single image for No synergyproduct or service
  16. 16. Major Issues and Challenges for IMC Adoption and development of IMC in companies Determining IMC leadership  Top management, marketing/brand managers, advertising agencies, or committee Making IMC more strategic rather than tactical Agency compensation for IMC services IMC measurement and ROI
  17. 17. Obstacles to Implementing IMC Consistent Consistent execution execution Internal InternalMany elementsMany elements turf battles turf battles to handle to handle Compensation Measuring Measuring campaign campaignAgency egosAgency egos success success Fear of budget Fear of budget reductions reductions