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Chapter 1

Chapter 1. Integrated Marketing Communications. Chapter Objectives. We will: 1. Review the various elements of the promotional mix 2. Summarize the IMC planning process and examine the steps in a marketing communications program. Chapter Objectives.

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Chapter 1

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  1. Chapter 1 Integrated Marketing Communications

  2. Chapter Objectives We will: 1. Review the various elements of the promotional mix 2. Summarize the IMC planning process and examine the steps in a marketing communications program Chapter 1: IMC

  3. Chapter Objectives 3. Introduce the concept of integrated marketing communications 4. Examine how various elements must be coordinated to communicate effectively with the IMC perspective Chapter 1: IMC

  4. The Marketing & Promotional Mixes Product Price Place Promotion Elements of the Promotional Mix • Advertising • Direct marketing • Internet Marketing • Sales promotion • Publicity/public relations • Personal selling Chapter 1: IMC

  5. Elements of the Promotional Mix • Figure 1-1 Chapter 1: IMC

  6. Advertising • Cost effective for communicating to a large audience. • Creates brand images and symbolic appeal. • Strikes a responsive chord with consumers, popular campaigns get attention. Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor Chapter 1: IMC

  7. Advertising to Markets Consumer Markets • National Advertising • Goal to inform and remind consumer • Retail/Local Advertising • Goal to increase store traffic Creating Demand • Advertising to increase demand • Primary demand for the product category - Jeans • Selective demand for a specific brand - Levi's Chapter 1: IMC

  8. Advertising to Markets Business & Professional Advertising • Business-to-business advertising • Professional advertising • Trade advertising Chapter 1: IMC

  9. Sales Promotion Marketing activities that provide extra value or incentives to the sales force, distributors, or ultimate consumers and can stimulate immediate sales. Chapter 1: IMC

  10. Types of Sales Promotion • Customer-oriented • Targeted to the ultimate users of a product or service • Coupons, sampling, premiums, rebates, contests, sweepstakes, POP materials • Trade-oriented • Targeted toward marketing intermediaries such as retailers, wholesalers, or distributors • Promotion allowances, merchandise allowances, price deals, sales contests, trade shows Chapter 1: IMC

  11. Public Relations The management function which evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance. Chapter 1: IMC

  12. Public Relations Tools used by public relations. • Publicity. • Special publications. • Community activity participation. • Fund-raising. • Special event sponsorship. • Public affairs activities. Chapter 1: IMC

  13. Publicity Non-personal communications regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship. • Publicity is NOT advertising. • Advertising. • Paid, sponsor-identified, non personal (media) communications. • Publicity. • Non-paid, unsponsored, non personal (media) communications. Chapter 1: IMC

  14. Publicity Vehicles • News releases: • Single-page news stories sent to media who might print or broadcast the content. • Feature articles: • Larger manuscripts composed and edited for a particular medium. • Captioned photos: • Photographs with content identified and explained below the picture. • Press conferences: • Meetings and presentations to invited reporters and editors. • Special events: • Sponsorship of events, teams, or programs of public value. Chapter 1: IMC

  15. Direct Marketing Organizations communicate directly with target customers to generate a response and/or transaction. • Direct marketing methods. • Direct mail. • Cataloging. • Telemarketing. • Direct response ads. • Internet sales. Chapter 1: IMC

  16. Interactive/internet Marketing Interactive media allow for a back and forth flow of information whereby users can participate in and modify the form and content of the information they receive in real time. Chapter 1: IMC

  17. Interactive/internet Marketing Multiple internet roles • As a persuasive advertising medium • As a means to educate or inform customers • As a sales tool or an actual sales vehicle • To obtain customer database information • To communicate and interact with buyers • To provide customer service and support • To build and maintain customer relationships Chapter 1: IMC

  18. Personal Selling A form of person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase to company’s product or service or act on an idea. • With this type of interaction the flexibility exists to tailor the message to the customers specific need or situation. Chapter 1: IMC

  19. Integrated Marketing Communications Coordinating the various promotional elements and other marketing activities that communicate with the firm’s customers. Chapter 1: IMC

  20. Integrated Marketing Communications An IMC plan evaluates the strategic roles of a variety of communications disciplines: • General advertising • Direct marketing • Sales promotion • Publicity/Public relations • Internet advertising • Personal Selling Chapter 1: IMC

  21. Integrated Marketing Communications An IMC Plan combines the disciplines to provide the “Big Picture”: • Clarity • Consistency • Maximum communications impact Chapter 1: IMC

  22. Reasons for Growth of IMC • Planning efficiency and effectiveness. • By coordinating marketing communication efforts companies avoid duplication, take advantage of synergy, and develop more efficient and effective programs. Chapter 1: IMC

  23. Reasons for Growth of IMC • Consumer adoption of technology and media. • Consumers lifestyles and purchasing behavior are changing as they adopt new technologies. • Traditional media are facing declining audiences and less responsive consumers. Chapter 1: IMC

  24. Reasons for Growth of IMC • Innovative marketing practices. • A shift in marketplace power from manufacturers to retailers. • A shifting of marketing dollars from media advertising to other forms of promotion. • A movement away from relying on advertising- focused approaches to solve communication problems. Chapter 1: IMC

  25. Reasons for Growth of IMC • Innovative Marketing Practices. • The rapid growth and development of database marketing. • Demands for greater accountability from ad agencies and changes in compensation. • Rapid growth of the internet. Chapter 1: IMC

  26. Importance of IMC • Customer’s point of view. • All elements of the promotional campaign have to be carefully linked in some manner so that the message is clear and does not misrepresent the brand. Chapter 1: IMC

  27. Importance of IMC • Relationship marketing. • Creating, maintaining, and enhancing long-term relationship with individual customers as well as other stakeholders for mutual benefit. • Marketers must recognize which tools within the promotional mix are enhancing the relationship. Chapter 1: IMC

  28. Planning for IMC:Promotional Management Coordinating the promotional mix elements to develop a controlled, integrated program of effective marketing communications. • Considerations for developing the promotional mix include: • Type of product. • Buyer’s decision process. • Stage of product life cycle. • Channels of distribution. Chapter 1: IMC

  29. The Marketing Plan 1. A detailed situation analysis 2. Specific marketing objectives 3. A marketing strategy and program 4. A program for implementing the strategy 5. A process for monitoring and evaluating performance Chapter 1: IMC

  30. Situation Analysis Internal analysis. Assesses relevant areas involving the product/service offering and the firm itself. Chapter 1: IMC

  31. Situation Analysis Internal factors. • Assessment of the firm’s promotional organization and capabilities. • Review of the firm’s previous promotional programs. • Assessment of firm or brand image and implications for promotion. • Assessment of relative strengths and weaknesses of product/service. Chapter 1: IMC

  32. Situation Analysis • External analysis. • Focuses on factors such as characteristics of a firms customers, market segments, environment and competitors. • External factors. • Who, what, how, when, why, where. • Customer analysis. • Competitive analysis. • Environmental analysis. Chapter 1: IMC

  33. Discussion Questions Consider all the elements/IMC tools of the promotional mix that are used to market a ( car, cel phone, computer, running shoes, watch, shampoo) that a college student might be expected to buy. Explain why each tool would be effective or would not be effective to create awareness. Chapter 1: IMC

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