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GLOBAL MARKETING

GLOBAL MARKETING. Integrated Marketing Communications. Integrated Marketing Communications (IMC).

MikeCarlo
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GLOBAL MARKETING

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  1. GLOBAL MARKETING Integrated Marketing Communications

  2. Integrated Marketing Communications (IMC) • Effective marketing requires an integrated communications plan--relying not just on one form of communication, but bringing together a number of different modes in a consistent and complementary way. • Standardization vs. adaptation (localization)

  3. Communication Vehicles • Contrast communication options along two dimensions: • Broadcast vs. interactive (1-way message vs. 2-way message) • Mass vs. addressable/customized

  4. Characteristics of Communication Options Salesperson Addressable/ customized Super Bowl Ad Mass Broadcast 1-way message 2-way instantaneous 2-way with Time lag

  5. Position of Major Communication Vehicles Salesperson Addressable/ Customized Web Telemarketing Direct E-mail Direct Mail Media Radio Newspapers Catalogs Infomercials Magazines Television Mass 1-way 2-way

  6. Role of Promotions in Integrated Marketing Communications • Promotions are a specific inducement to generate purchase behavior. • Consumer promotions • Trade promotions

  7. Consumer Promotions • Free samples • Price-oriented programs Cents-off coupons Price pacs Mail-in refunds Bonus pacs Rebates • Premiums • Tie-ins • Continuity programs • Contest/sweepstakes

  8. Trade Promotions • Slotting allowances • Co-op advertising • Floor planning • Temporary price cuts • Volume discounts • Contests

  9. Rounding out IMC: • Event Marketing Sponsorships • Publicity and Public Relations

  10. Formulating the IMC Program • 6 M’s Model for Communication Planning 1. Market 2. Mission 3. Message 4. Media 5. Money 6. Measurement

  11. 1. Market • Analyze the consumer situation in terms of stages in the purchase and consumption process • Response hierarchy models • Cognitive stages • Affective stages • Behavioral stages

  12. Hierarchy Model: AIDA

  13. Hierarchy-of-Effects Model

  14. Innovation-Adoption Model

  15. Communication Model

  16. Customer Response Index • The combination of effects in the customer response hierarchy. • Tool for adjusting communications or other marketing tactics.

  17. Customer Response Index Action (90%) Intentions (68%) Interested (77%) No Action (10%) Comprehend (54%) No intentions (32%) Aware (63%) Not interested (23%) Don’t comprehend (46%) Unaware (37%)

  18. 2. Mission • Communication objectives, related to customer response Build Awareness Message Reinforcement Stimulate Action

  19. 3. Message • Decisions related to message content, structure, format, and source • What kind of an appeal? • One-sided or two-sided message? • Peripherals • Spokesperson

  20. 4. Media • Decisions related to media communication channel/advertising agency • Decisions related to media exposure • Target market reach • Frequency • Advertising effectiveness • GRPs • CPMs

  21. Media Exposure (continued) • Decisions related to message reinforcement • Pulsing • Heavy-up message frequency • Decisions related to use of consumer promotions

  22. 5. Money • The optimal marketing communications budget is typically a function of: • The size and heterogeneity of the target audience • Nature of the message • Receptivity of the audience • Amount of clutter

  23. Money (continued) • Some firms use: • % of expected or previous year’s sales • Competitively based benchmark • Spending levels vary greatly across industries and even across firms within the same category

  24. 6. Measurement • Plan a mechanism for evaluating the effects of communications efforts. • Critical input to future spending levels, allocation of the budget across media, and specific communication messages.

  25. Global Considerations • Cultural values/traditions • Social and political contexts • Economic environments • Laws/regulations

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