1. Advertising and Promotion An Integrated Marketing An Introduction to Integrated Marketing Communications Communications Perspective Chapter 1. January , 2011 Pavel Vazquez Molina (MBA) ADVENTURE BEGINS……

2. To axamine the mkt comunications function and the growing importance of advertising and promotion To introduce IMC To introduce the varios elements of the promotional mix and consider their roles in an IMC program Chapter objectives

3. What is marketing? Why is it important to International Businesses students? What’s the difference between price and value? Introduction Questions

4. What is marketing? MKT is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual of organizational objectives. American Marketing Association 1985 MKT is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. American Marketing Association 2004

7. Marketing MIX Product, Price, Place and Promotion It is always less expensive to maintain actual customers than obtaining new ones. Companies need this variables to develop an effective mkt. program that delivers value to customers. IMC – Integrated Marketing Communications Is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over times with customers, prospects, employees, associates and other targeted relevant external and internal audiences. The goal is to generate both short-term financial returns and build long-term brand and shareholder value .

8. Reasons 4 the growing of IMC Marketers understand the value of Integration vs. autonomous action. They adopt to a changing environment (customers, technology and media). -800 million users of the WWW. -In the US the average house hold receives 100 tv channels (only 27 in 1994). -TV, magazines, newspapers and radio are becoming more fragmented. Product placement in movies, soap operas, tv shows etc.

9. Reasons 4 the growing of IMC Marketers are changing from traditional media advertising to price promotions, event marketing and sponsorship, direct mailing, internet (cost factors). Shift in market place from manufactures to retailers (small retailers are being replace by large retailers. Rapid growth of database marketing. Agencies are compensated based in objective measures. Rapid grow of internet as a communication and business strategy

10. The role of IMC in Branding Plays a major role in the process of developing brand identity and equity (important asset- $ ). Logo, symbols, design, packaging and performance of a product or service 67.72 bd 59.94 bd 53.38 Brand Value

11. The promotional MIX

12. The promotional MIX 1. Advertising: Paid form of none personal communication Space or time cost $ Message to large group, no feed back -Is the most effective way to reach large audiences -Is great for building company or brand equity It is always less expensive to maintain actual customers than obtaining new ones.