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Similaire à An introduction to integrated marketing communications
Similaire à An introduction to integrated marketing communications (20)
An introduction to integrated marketing communications
- 2. The Growth of Advertising and Promotion
Expenditure in Billions of Dollars
U.S. Advertising
U.S. Sales 2002
Promotion 1980
Advertising
Outside U.S.
$0 $50 $100 $150 $200 $250 $300
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 3. IMC–Audience Contact Points
Point of
Point of Public
Public
Publicity
Publicity Packaging
Packaging
Purchase
Purchase Relations
Relations
Internet/
Internet/ Direct
Interactive Direct
Interactive Response
Media
Media Marketing
Marketing Response
Communications
Communications
Audience
Audience Sales
Sales
Direct Mail
Direct Mail Promotion
Promotion
Print
Print Broadcast
Broadcast Outdoor
Outdoor Events
Events
Media
Media Media
Media
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 5. Traditional Approach to Marketing
Communications
Sales
Publicity Promotion
Point of
Purchase
Media Packaging
Special Adver-
Events tising Direct
Response
Public
Relations
Interactive
Direct Marketing
Marketing
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 6. Contemporary IMC Approach
Sales Direct
Packaging
Promotion Response
Media
Point of
Purchase Adver-
Public
tising Relations
Publicity
Interactive
Marketing Direct
Special
Marketing
Events
© 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. Marketing Revolution and Shifting Tides
From Toward
Media Advertising
Media Advertising Multiple Forms of Communication
Multiple Forms of Communication
Mass Media
Mass Media Specialized Media
Specialized Media
Manufacturer Dominance
Manufacturer Dominance Retailer Dominance
Retailer Dominance
General Focus
General Focus Data Based Marketing
Data Based Marketing
Low Agency Accountability
Low Agency Accountability Greater Agency Accountability
Greater Agency Accountability
Traditional Compensation
Traditional Compensation Performance Based Compensation
Performance Based Compensation
Limited Internet Availability
Limited Internet Availability Widespread Internet Availability
Widespread Internet Availability
© 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
2003 Brand Value
Brand Identity is a
Brand Identity is a (Billions of Dollars)
combination of factors:
combination of factors:
Name, logo, symbols,
Name, logo, symbols, 1. Coca-Cola $70.5
design, packaging,
design, packaging, 2. Microsoft $65.1
product or service
product or service 3. IBM $51.8
performance, and image
performance, and image 4. GE $42.3
or associations in the
or associations in the 5. Intel $31.1
consumer’s mind.
consumer’s mind.
6. Nokia $29.4
IMC plays a major role
IMC plays a major role 7. Disney $28.0
in the process of
in the process of 8. McDonald’s $24.7
developing and
developing and
sustaining brand 9. Marlboro $22.2
sustaining brand
identity and equity.
identity and equity. 10. Mercedes $21.4
© 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
- 13. Basic Elements of the Promotional Mix
Advertising
Advertising
Direct Marketing
Direct Marketing
Interactive/
Interactive/
Internet Marketing
Internet Marketing
Sales Promotion
Sales Promotion
Publicity/Public
Publicity/Public
Relations
Relations
Personal Selling
Personal Selling
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 14. Classifications of Advertising
National Advertising
National Advertising
Retail/Local Advertising
Retail/Local Advertising
Primary vs. Selective
Primary vs. Selective
Demand Advertising
Demand Advertising
Consumers
Business-to-Business Advertising
Business-to-Business Advertising
Professional Advertising
Professional Advertising
Trade Advertising
Trade Advertising
Organizations
© 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 Marketing is Part of IMC
Direct
Direct
Mail
Mail
Internet Direct
Direct
Internet Response
Sales Response
Sales Advertising
Advertising
Direct
Direct
Marketing
Marketing
Shopping
Shopping Telemarketing
Telemarketing
Channels
Channels
Cataloging
Catalogs
Cataloging
Catalogs
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 18. Bose Uses Direct Response Advertising
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
+
- 19. Using the Internet as an IMC Tool
The
The
Internet
Internet
Educates or
Educates or A Persuasive
A Persuasive A Sales Tool
A Sales Tool
Informs
Informs Advertising
Advertising or an Actual
or an Actual
Customers
Customers Medium
Medium Sales Vehicle
Sales Vehicle
Obtains
Obtains Provides
Provides Builds and
Builds and
Communicates
Communicates
Customer
Customer Customer
Customer Maintains
Maintains
and Interacts
and Interacts
Database
Database Service and
Service and Customer
Customer
With Buyers
With Buyers
Information
Information Support
Support Relationships
Relationships
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 21. Sales Promotion Tools
Coupons
Samples Trade
Allowances
Premiums
POP Displays
Contests/Sweepstakes
Training
Refunds/Rebates Programs
Bonus Packs Trade
Shows
Loyalty Programs
Coop
Events Advertising
• Consumer- • Trade-
oriented oriented
• [For end-users] • [For resellers]
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 22. Various Uses of Sales Promotion
Introduce New Get Existing
Get Existing
Introduce New Customers to
Customers to
Products
Products Buy More
Buy More
Combat
Combat Attract New
Attract New
Competition
Competition Customers
Customers
Sales
Sales
Promotion
Promotion
Enhance
Enhance Maintain Sales In
Maintain Sales In
Personal Selling
Personal Selling Off Season
Off Season
Tie In
Tie In Increase Retail
Increase Retail
Advertising &
Advertising &
Personal Selling Inventories
Inventories
Personal Selling
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 23. Advertising Versus Publicity
Factor
Factor Advertising
Advertising Publicity
Publicity
Control
Control Great
Great Little
Little
Credibility
Credibility Lower
Lower Higher
Higher
Reach
Reach Measurable
Measurable Undetermined
Undetermined
Frequency
Frequency Schedulable
Schedulable Uncontrollable
Uncontrollable
Cost
Cost High/Specific
High/Specific Low/Unspecified
Low/Unspecified
Flexibility
Flexibility High
High Low
Low
Timing
Timing Specifiable
Specifiable Tentative
Tentative
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 24. Publicity Vehicles
Feature
Feature
Articles
Articles
News
News Interviews
Interviews
Releases
Releases Publicity
Publicity
Vehicles
Vehicles
Press
Press Special
Special
Conferences
Conferences Events
Events
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 25. Public Relations Tools
Publicity Special
Vehicles Publications
Community Corporate Cause-related
Activities Advertising Marketing
Public Affairs Special Event
Activities Sponsorship
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 27. 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 Interactive
Advertising Sales PR/ Personal Direct Internet/
Promotion Publicity Selling Marketing Interactive
Objectives Objectives Objectives Objectives Objectives Objectives
Message Sales PR/ Personal Direct Internet/
Promotion Publicity Selling Marketing Interactive
Strategy Strategy Strategy Strategy Strategy Strategy
Integration & Implementation of Marketing Communications Strategies
Monitor, Evaluate & Control Promotional Program
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 28. The Marketing Plan
1. A detailed situation analysis
1. A detailed situation analysis
2. Specific marketing objectives
2. Specific marketing objectives
3. A marketing strategy and program
3. A marketing strategy and program
4. A program for implementing the strategy
4. A program for implementing the strategy
5. A process for monitoring and evaluating performance
5. A process for monitoring and evaluating performance
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin