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Chapter 1 Advertising and IMC today

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Chapter 1 Advertising and IMC today

  1. 1. Chapter 1 - Advertising and IMC Today This chapter introduces you to IMC. The importance of IMC to relationship marketing. Distinction of advertising from other forms of marketing communications. Prof. Zenaida F. Jesalva
  2. 2. Twitter We just made history. All of this happened because you gave Your time, talent and passion. All of this happened because of you Thanks. 11.34AM Nov 5th, 2008 from web Barack Obama
  3. 3. C:UsersKrshna JesalvaVideosMarketing
  4. 4. Obama Team vs Hillary/McCain Team  Natural leader  Exciting speaker  Only 2 years in national office  Marketing and policy experts  Positioned as candidate for change – brilliant idea, bringing Clinton to an old ways of governing  $310 advertising cost  3x as many supporters as Obama  Popular  Authorizing war in Iraq  Association with her husband’s administration  Wisdom of change as inexperience  $135 advertising cost – Mc Cain
  5. 5. Photo of a campaign add - clinton
  6. 6. a person saw an advertisement about a product and buys it.
  7. 7. When a company deliberately coordinates and integrates messages from a variety of sources about its products or brands, it is practicing integrated marketing communications, or IMC
  8. 8. Creating, maintaining, and enhancing long-term relationships with customers and other stakeholders that result in exchanges of information and other things of mutual value is called relationship marketing.
  9. 9. Importance of Relationships The cost of lost customers The cost of acquiring new customers The value of loyal customers
  10. 10. Levels of Relationships  Basic Transactional Relationship – sells the product but does not follow up in any way.  Reactive Relationship – sells the product and encourages the customers tos call if they encounter any problems  Accountable Relationship – calls the buyers and check whether the product meets expectation  Proactive Relationship - calls the customers from time to time  Partnership – works with customers and stakeholders to discover ways to deliver better value.
  11. 11. Four Sources of brand messages  Planned messages - traditional messages such as advertising, sales promotional, personal selling, ( self-serving)  Product messages –messages from product, price or distribution (inferred messages )  Service messages – employee interactions, greater impact  Unplanned messages – comments by trade or competitors, WOM rumors, or major disasters.
  12. 12. SAY CONFIRM DO Planned messages Unplanned messages Product, service messages The Integration Triangle
  13. 13. Dimensions of IMC The integration process  Ensure consistent positoning  Facilitate purposeful interactivity between the company and its customers or stakeholders  Actively incorporate a socially responsible mission.
  14. 14. What is advertising?  One type of marketing communications  Abound different disciplines : journalism – public relations business people – marketing process economists and sociologists, economic, societal, or ethical
  15. 15. Advertising Is the structured and composed non- personal communication of information, usually paid or and usually persuasive in nature, about products (goods, services, and ideas) by identified sponsors through various media
  16. 16. The Human Communication Process
  17. 17. Sponsor Author Persona Library frorm 1. Autobiography 2. Narrative 3. Drama Implied conusumers Sponsorial consumers Actual consumers Within the text of the advertisement The Stern Model of the advertising communication process
  18. 18. autobiography narrative drama
  19. 19. Business activities/functions Operations ( production/manufacturing) Finance/administration Marketing Human Resource
  20. 20. L Is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
  21. 21. Classifications of advertising  By Target Audience Consumer advertising Business advertising  By Geographic Area Local (retail) advertising Regional advertising National advertising International advertising  By Medium Print advertising Interactive advertising  By Purpose Product advertising Non-product advertising Commercial/non-commercial Action advertising Awareness advertising
  22. 22. Implementing marketing strategy The 4 P’s  Product  Price  Place  Promotion
  23. 23. advertising and IMC Today

Notas del editor

  • Why does companies practice IMC, it helps companied adopt a consumer-centric, rather than marketer-centric, perspective in creating brand messages.. Today understanding and effectively communicating with consumers are importan. It reminds companies that the images people have about a company or brand don’t come just from advertising, but from many different sources. IMC helps companies to initiate, develop, and nurture relationships with important groups, especially customers.
  • Objectives of RM – 1. identify, satisfy, retain, and maximize the value of profitable customers, 2. manage the contacts between the customer and the company to ensure their effectiveness and 3. develop a full view of the customer by compiling and analyzing customer data.
  • It is a communication, process through which meaning of information is exchanged between individuals using some system of symbols, sign,s or behavior actually a very structured for of applied communication, employing verbal and non verbal elements that are composed to fill specific space and time formats determined by the sponsor. 2. it is directed to groups of people, usually referred to as audiences, rather than to individuals. These people could be consumers
    It is paid for by sponsors and and ad identifies its sponsors
    Advertising reaches us through a channel of communication referred to as medium
  • Autobiograhpy uses I first person voice
    Narrative uses third person voice
    Drama form uses the style of theater to create or perform a scene