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Integrated Marketing Communications: An Army of One

This chapter introduces the concept of integrated marketing communications (IMC) and explores the planning process and steps in a marketing communications program. It highlights the importance of coordinating various elements to effectively communicate with an IMC perspective.

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Integrated Marketing Communications: An Army of One

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  1. Chapter 1 Integrated Marketing Communications

  2. United States Army “An Army of One” To "Be all you can be" in the Army now means being "An Army of one.“ 10-Jan-2001 www.goarmy.com

  3. Last Class • Introduction!!!

  4. Objectives • To review the various elements of the promotional mix • To introduce the concept of integrated marketing communications • To summarize the IMC planning process and examine the steps in a marketing communications program • To examine how various elements must be coordinated to communicate effectively with the IMC perspective

  5. Marketing Defined The process of planning and executing the ___________, _________, ________, and __________ of _____, _____, and _______to create________ that satisfy individual and organizationalobjectives. American Marketing Association

  6. Marketing Defined The process of planning and executing the conception, pricing, promotion, and distribution of _____, _____, and _______to create________ that satisfy individual and organizationalobjectives. American Marketing Association

  7. Marketing Defined The process of planning and executing the conception, pricing, promotion, and distribution of ideas,goods and servicesto create________ that satisfy individual and organizationalobjectives. American Marketing Association

  8. Marketing Defined The process of planning and executing the conception, pricing, promotion, and distribution of ideas,goods and servicesto createexchanges that satisfy individual and organizationalobjectives. American Marketing Association

  9. The Marketing & Promotional Mixes • Product or service • Pricing policy • Distribution method (Place) • Marketing communications mix (Promotion) • Advertising • Direct marketing • Sales promotion • Publicity/public relations • Personal selling

  10. Marketing plan : is a written document that describes the overall marketing strategy and programs developed for an organization, product line, or brand.

  11. Advertising Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.

  12. Advertising • Marketers use advertising to: • create brand image • strike a responsive chord with consumers when differentiation using other elements of the marketing mix is difficult • create symbolic appeals for a company or brand • take advantage of the fact that advertising is a very cost-effective method of reaching a large audience

  13. Advantages of Advertising: • cost-effectiveway for communicating, with large audiences • ability to create images and symbolic appeals and for differentiating similar products and services • ability to strike audience through creative advertising • ability to control the message (what, when and howsomething is said and where it is delivered.

  14. Disadvantages of Advertising: • the cost of producing and placing ads can be very high, particularly television commercials, • it can be difficult to determine the effectiveness of advertising • there are credibility and image problems associated with advertising

  15. Spending in $Billions [United States]

  16. Rakamlarla reklam... • Türkiye'de reklam sektörünün GSYH'ye oranı binde 5. Bu oran bazı gelişmiş ülkelerde yüzde 2 • Türkiye'de 24'ü ulusal, 76'sı kablo, diğerleri bölgesel ve yerel olmak üzere 340 televizyon kanalı var • 34 ulusal gazate yayımlanırken, düzenli reklam alan 250 dergi bulunuyor • 2006'da 14 bin firma 17 bin marka için reklam verdi • Tam hizmet veren reklam ajansı sayısı 100'ü buluyor

  17. In 2005 in Turkey One of the indicators of improvement in advertising sector is number of new ads of firms and brands other one is the number of ads in total. Last year 717 brands advertised for the first time. • In total 13,810,636 second of ads were run • TV shows were taking the lead. National TV shows in total had 10,335,659 seconds of ads. Foreign TV shows in total had 5,726,725 seconds of ads. • Number 1 was (with syndications) "Çocuklar Duymasın“ It was aired 382 times and had 515,073 seconds of ads. • Number 2 was "En Son Babalar Duyar". It was aired 366 times and had 469,754 seconds of ads.

  18. The most watched TV shows Binbir Gece (Kanal D) Avrupa Yakası (atv) Acı Hayat (Show TV) Sıla (atv) Arka Sokaklar (Kanal D) Yaprak Dökümü (Kanal D) Sağır Oda (Kanal D) Cennet Mahallesi (Show TV) Candan Öte (Star) Karagümrük Yanıyor (Star) Ihlamurlar Altında (Kanal D) What are the most watched TV shows? By 2007 February

  19. Show TV reklam fiyatlari

  20. What are the TV shows that get the most # of ad placements? TV Chn Show #of Ads TV Chn Show #of Ads Stv Sirlar Dünyas? 908 Kanal 7 Kalp Gözü 827 Stv Be?inci Boyut 807 Show TV Aci Hayat 741 Stv Büyük Bulu?ma 718 Kanal 7 Eksi 688 Atv Avrupa Yakas? 653 Star. Köprü 640 Stv Yagmurdan Sonra. 637 Atv Sila 626 Stv Yeseren Düsler. 586 Show TV Ezo Gelin 563 Atv Söhret. 547 Show TV Emret Komutan 532 Atv Selena 513 Show TV Yanik Koza 509 Star Iki Aile 507 Show TV Cennet Mahalle 504

  21. 27 AUGUST-02 SEPTEMBER 2007Most Advertised 10 Brands • No Brand # of ads Brand Duration(sn) • 1 Ülker İçim 884 Kosla 39.342 • 2 Turkcell Süper Ligi 851 Turkcell 30.092 • 3 Clear 837 Ülker İçim 29.042 • 4 Beko 825 Turkcell Süper Ligi 25.310 • 5 Denizbank 785 THY 25.200 • 6 Bellona 769 İş Bankası 24.080 • 7 Domestos 754 Clear 23.454 • 8 İstikbal 736 Ülker Colaturka 19.727 • 9 Elidor 729 Dove 19.556 • 10 Turkcell 674 Beko 18.353

  22. Most Advertised Industries • No Industry # of Ads Industry Duration(sn) • 1 Gıda 10.818 Gıda 243.562 • 2 Finans 4.643 Finans 122.216 • 3 Kozmetik 4.505 Ev Temizlik 115.929 • 4 Ev Temizlik 4.270 Kozmetik 106.237 • 5 Kişisel Bakım 3.104 Kişisel Bakım 77.438 • 6 Tekstil / Deri 2.965 İletişim Tekno 75.898 • 7 İnşaat/Emlak 2.873 Yayıncılık 69.893 • 8 Yayıncılık 2.245 İnşaat/Emlak 67.511 • 9 İletişim Tekno 2.128 Otomotiv 51.637 • 10 Dayanıklı TM 2.122 Tekstil / Deri 44.049

  23. What are the newspapers with the most ad placements? Hürriyet Zaman Sabah What about Newspapers

  24. Circulation??? 03-09 September 2007 Weekly Circulation Numbers • Posta 648.997 Hürriyet 593.355 • Zaman 523.202 Sabah 501.461 • P.Fotomaç 262.655 Takvim 248.546 • Fanatik 248.494 Vatan 212.654 • Milliyet 210.323 Akşam 196.664 • Güneş 160.486 Türkiye 149.423 • Yeni Şafak 111.910 Bugün 101.124 • Star 91.817 Sözcü 83.255 • Cumhuriyet 77.424 E. Fotospor 67.859 • A.Vakit 65.518 A.Şok 55.266 • Yeni Çağ 53.574 Milli Gazete 51.283 • Radikal 36.477 H.O.Tercüman 33.599

  25. Classifications of Advertising • National advertising • Retail/local advertising • Advertising to increase demand • Primary demand for the product category • Selective demand for a specific brand • Business & professional advertising • Business-to-business advertising • Professional advertising • Trade advertising

  26. Sales Promotion Marketing activities that provide extra value or incentives to the sales force, distributors, or ultimate consumers and can stimulate immediate sales.

  27. Advantages of Sales Promotion • provides extra incentive to consumer or middlemen • way of appealing to price sensitive consumer • effects can often be more directly measured than those of advertising • can be used as a way of building or reinforcing brand equity

  28. 2003 Brand Value (Billions of Dollars) IMC and Branding Brand Identity is a combination of factors: Name, logo, symbols, design, packaging, product or service performance, and image or associations in the consumer’s mind. 1. Coca-Cola $70.5 2. Microsoft $65.1 3. IBM $51.8 4. GE $42.3 5. Intel $31.1 6. Nokia $29.4 7. Disney $28.0 8. McDonald’s $24.7 9. Marlboro $22.2 10. Mercedes $21.4 IMC plays a major role in the process of developing and sustaining brand identity and equity.

  29. Intel’s Advertising Helps Build Brand Equity

  30. Disadvantages of Sales Promotion • many companies are becoming too reliant on sales promotion and focusing too much attention on short-run marketing planning and performance • short-term sales gains are often achieved at the expense of long-term brand equity

  31. Types of Sales Promotion • Customer-oriented • Trade-oriented

  32. 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. • Tools used by public relations • Publicity • Special publications • Community activity participation • Fund-raising • Special event sponsorship • Public affairs activities

  33. 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.

  34. Publicity Vehicles • News releases:Single-page news stories sent to media • Feature articles:Larger manuscripts • Captioned photos • Press conferences • Special events:Sponsorship of events, teams, or programs of public value.

  35. Advantages of Publicity • credibility of publicity is usually higher than other • low cost way of communicating • often has news value and generates • word‑of‑mouth discussion among consumers

  36. Disadvantages of Publicity • lack of control over what is said, when, where and • how it is said • can be negative as well as positive

  37. Advertising Versus Publicity • Advertising • _____, ___________, nonpersonal (media) communications. • Publicity • ___________, __________, nonpersonal (media) communications.

  38. Advertising Versus Publicity • Advertising • Paid , sponsor-identified, nonpersonal (media) communications. • Publicity • Unpaid, unsponsored, nonpersonal (media) communications.

  39. Advertising Versus Publicity • FACTOR ADVERTISING PUBLICITY • Control Great Little • Credibility Lower Higher • Reach Achievable Undetermined • Frequency Schedulable Low • Cost Specific Unspecified • Flexibility High Low • Timing Specifiable Tentative

  40. 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.

  41. 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. • flexibility exists to tailor the message to the customers specific need or situation.

  42. Advantages of Direct Marketing • changes in society- convenience • Ability to be selective and target its marketing communications to specific customer segments • messages can be customized • effectiveness of direct-marketing efforts are easier to assess than other forms of promotion

  43. Disadvantages of Direct Marketing • consumers and businesses bombarded with unsolicited mail and phone calls which makes them less receptive to direct-marketing • direct marketing has image problems • problems with clutter

  44. Relationship Marketing Marketing Focuses on EXCHANGE nature of exchange what is needed for this process to occur including: • two or more parties with something of valueto one another; • and a way for the parties to communicate with one another.

  45. ________________ is the process of creating, maintaining and enhancing long-term relationships with individual customers as well as other stakeholders for mutual benefit.

  46. Relationship Marketing is the process of creating, maintaining and enhancing long-term relationships with individual customers as well as other stakeholders for mutual benefit.

  47. Ford Motor Company Ford’s Vision: To become the world's leading consumer company for automotive products and services

  48. A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines -- for example, general advertising, direct response, sales promotion, and public relations -- and combines these disciplines TO PROVIDE CLARITY, CONSISTENCY, and maximum COMMUNICATIONS IMPACT. Integrated Marketing Communications

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