Más contenido relacionado La actualidad más candente (20) Similar a Integrated Marketing Communications (20) 2. Chapter Objectives
• To review the various elements of the promotional mix:
advertising, sales promotion, public relations, direct
marketing, Internet marketing, and personal selling.
• To introduce the concept of integrated marketing
communications (IMC) by considering its evolution,
growth, importance, and a broader view.
• To examine how various marketing and promotional
elements must be coordinated to communicate
effectively with the IMC perspective.
• To summarize a model of the IMC planning process and
examine the steps in developing a marketing
communications program.
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3. Promotion
• “Coordination of all seller-initiated
efforts to set up channels of information
and persuasion to sell goods and
services or to promote an idea.”
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4. Basic Elements of the Promotional Mix
Advertising
Direct Marketing
Interactive/
Internet Marketing
Sales Promotion
Publicity/Public
Relations
Personal Selling
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5. Basic Elements of the Promotional Mix
Advertising
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6. Advertising
• Non-personal communication
– Highly pervasive form of promotion
best known, most widely discussed.
– Used to create brand images and
symbolic appeals for a company or
brand.
– Ability to strike a responsive chord with
consumers.
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7. Classifications of Advertising
National Advertising
National Advertising
Retail/Local Advertising
Primary vs. Selective
Demand Advertising
Consumers
Business-to-Business Advertising
Professional Advertising
Trade Advertising
Organizations
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8. An Example of “B-to-B” Advertising
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9. Basic Elements of the Promotional Mix
Advertising
Direct Marketing
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11. Direct Marketing is Part of IMC
Direct
Mail
Direct
Internet
Response
Sales Advertising
Direct
Marketing
Shopping
Telemarketing
Channels
Cataloging
Catalogs
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13. Basic Elements of the Promotional Mix
Advertising
Direct Marketing
Interactive/
Internet Marketing
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14. Internet Marketing
• Interactive media allow two-way
communication.
• Users can participate in and modify the
form and content of information they
receive.
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15. Using the Internet as an IMC Tool
The
Internet
Educates or A Persuasive A Sales Tool
Informs Advertising or an Actual
Customers Medium Sales Vehicle
Obtains Provides Builds and
Communicates
Customer Customer Maintains
and Interacts
Database Service and Customer
With Buyers
Information Support Relationships
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17. Basic Elements of the Promotional Mix
Advertising
Direct Marketing
Interactive/
Internet Marketing
Sales Promotion
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18. Sales Promotion
• Activities providing extra value or
incentive to sales force or consumer.
• Activities can be consumer-oriented
or trade-oriented.
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19. Sales Promotion Tools
Coupons
Samples Trade
Allowances
Premiums
POP Displays
Contests/Sweepstakes
Refunds/Rebates Training
Programs
Bonus Packs Trade
Loyalty Programs Shows
Coop
Events Advertising
Consumer-oriented Trade-oriented
For end-users For resellers
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20. Various Uses of Sales Promotion
Introduce New Get Existing
Products Customers to
Buy More
Combat Attract New
Competition Customers
Sales
Promotion
Enhance Maintain Sales In
Personal Selling Off Season
Tie In
Increase Retail
Advertising &
Personal Selling Inventories
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21. Basic Elements of the Promotional Mix
Advertising
Direct Marketing
Interactive/
Internet Marketing
Sales Promotion
Publicity/Public
Relations
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22. Public Relations
• Evaluating public attitudes, identifying
policies and procedures of individuals or
organizations, and executing a program
of action to gain public understanding
and acceptance.
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23. Publicity
• Non-personal communications
regarding an organization, product,
service, or idea.
• Idea reaches public in a form not
directly paid for by the company.
• More credible to consumers than other
forms of promotion.
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24. Publicity Vehicles
Feature
Articles
News
Interviews
Interviews
Releases Publicity
Vehicles
Press Special
Conferences Events
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25. Advertising Versus Publicity
Factor Advertising Publicity
Control Great Little
Credibility Lower Higher
Reach Measurable Undetermined
Frequency Schedulable Uncontrollable
Cost High/Specific Low/Unspecified
Flexibility High Low
Timing Specifiable Tentative
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26. Public Relations Tools
Publicity Special
Vehicles Publications
Community Corporate Cause-related
Activities Advertising
Advertising Marketing
Public Affairs Special Event
Activities Sponsorship
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27. DuPont Uses Public Relations to Enhance Its Corporate Image
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28. Basic Elements of the Promotional Mix
Advertising
Direct Marketing
Interactive/
Internet Marketing
Sales Promotion
Publicity/Public
Relations
Personal Selling
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29. Personal Selling
• Person-to-person communication.
• Seller encourages prospective buyers to
purchase company’s product/service or
to act on an idea.
• Direct contact between buyer and seller
gives communication flexibility to
marketer.
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31. Integrated Marketing Communications
• IMC coordinates various promotional
elements and marketing activities which
communicate with a firm’s customers to
provide clarity, consistency, and
maximum communications impact.
• Evolved as companies realized the need
for strategic integration of promotional
tools.
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32. 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
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33. Contemporary IMC Approach
Sales Direct
Packaging
Promotion Response
Media
Point of
Purchase Adver-
Public
tising Relations
Publicity
Interactive
Marketing Direct
Special
Marketing
Events
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34. Reasons for the Growth of IMC
Planning Efficiency and
Effectiveness
Consumer Adoption of
Technology and Media
Innovative Marketing
Practices
Shifting of marketing
Growth of the Internet
dollars
Movement from Growth of database
advertising focus marketing
Shift in power
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35. Importance of IMC
Consumer’s Point of Relationship
View Marketing
• IMC helps link • Allows marketers to
elements of create, maintain, or
promotional enhance long-term
campaign to clearly relationships with
and accurately customers or
represent the brand. stakeholders.
• More cost-effective
to retain customers
than acquire new
ones.
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36. Dell Focuses on Building a Relationship With
Customers
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37. A Broader View of IMC
• IMC can be expanded to consider all
sources of brand or company contact by
customer.
• A total marketing communications
strategy recognizes how ALL marketing
activities communicate with customers.
• Everything the company says and does
needs to communicate a common
theme.
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38. IMC and Branding
2003 Brand Value
Brand Identity is a (Billions of Dollars)
combination of factors: 1. Coca-Cola $70.5
Name, logo, symbols,
design, packaging, 2. Microsoft $65.1
product or service 3. IBM $51.8
performance, and
image or associations 4. GE $42.3
in the consumer’s 5. Intel $31.1
mind.
6. Nokia $29.4
IMC plays a major role
7. Disney $28.0
in the process of
developing and 8. McDonald’s $24.7
sustaining brand 9. Marlboro $22.2
identity and equity.
10. Mercedes $21.4
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39. Communication Role of Product Decisions
• Product planning involves portraying
the product as a bundle of benefits for
consumers.
• Product Symbolism
– What a product or brand means to
consumers.
– What consumers experience by
purchasing or using the product.
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41. Brand Equity
• Added value resulting from product’s
image, customer attachment to
product, and impressions of product
differentiation.
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43. Communication Role of Price Decisions
• Economic cost to
consumers for all
product benefits
combined.
• Advertising and
promotion reinforce
consumer’s belief
that product’s
benefits or qualities
accurately indicates
the price decisions.
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44. Communication Role of Distribution Decisions
Marketing Channels
• Interdependent organizations involved
in making product or service available.
• Distribution strategy should take into
account the communication objectives –
has an impact on IMC program.
• What messages are conveyed by selling
a product at Holt Renfrew instead of
Wal-Mart?
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45. Promotional Management
• “Coordinating the promotional mix
elements to develop a controlled,
integrated program of effective
marketing communications.”
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47. Review the IMC 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
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48. IMC 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
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Notas del editor Relation to text This slide relates t material on pp. 20-21 which discusses interactive marketing and the Internet as IMC tools. Summary Overview The rapid changes in technology have led to dramatic growth of communications through interactive media, particularly the Internet. This communication medium is unique in that it allows for the back-and-forth flow of information in real time. Customers can perform a variety of functions on the Internet such as receive and alter information and images, make inquires, respond to questions, and, of course, make purchases. The Internet has changed the ways companies communicate to their customers as companies and organizations of all sizes have developed websites to promote their products and services. Use of this slide This slide can be used to show that the Internet has changed the way companies communicate with their customers. Because of its interactive nature, it is a very effective way to communicate with customers. Actually, it is a medium that can be used to execute all elements of the promotional mix. In addition to advertising, companies can offer sales promotion incentives such as coupons or contests, do direct marketing, and execute public relations, and personal selling functions via the Internet. Relation to text This slide relates to material on pp. 9-11 of the text. Summary Overview This slide shows the traditional approach to advertising and promotion where many of the marketing and promotional functions were planned and managed separately with different budgets, different views of the market, and different goals and objectives. Many of the marketing activities such as package design, sales promotion, and direct marketing services were viewed as ancillary services and handled on a project basis rather than integrating them into the IMC program. Use of this slide This slide can be used to show the traditional approach to marketing communications that lacks coordination and consistency. The disconnected puzzle pieces are designed to demonstrate how traditional approaches to marketing communications often viewed the various IMC tools as separate pieces of the puzzle rather than having them all work together.
