Chapter 19 Managing Integrated Marketing Communications by

1. Chapter 19 Managing Integrated Marketing Communicationsby

2. Integrated marketing communications is a way of looking at the whole marketing process from the viewpoint of the customer. Kotler on Marketing

3. Chapter Objectives In this chapter, we focus on three major questions: How does communication work? What are the major steps in developing an integrated marketing communications program? Who should be responsible for marketing communication planning?

4. The Marketing Communications Mix

6. Figure 19.2: Steps in Developing Effective Communication

7. Effective Communications

10. Message Problems

17. Figure 19.6: Cost-Effectiveness of Different Promotional Tools

18. Managing the Integrated Marketing Communications Process Integrated Marketing Communications (IMC)

19. Chapter 20 Managing Advertising, Sales Promotion, Public Relations, and Direct Marketingby

20. Chapter Objectives In this chapter, we focus on the following questions: What steps are involved in developing an advertising program? What explains the growing use of sales promotion, and how are sales-promotion decisions made? How can companies exploit the potential of public relations and publicity? How can companies use integrated direct marketing for competitive advantage? How can companies do effective e-marketing?

22. Advertising Objectives Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time

24. Advertising Budget Factors

25. Figure 20.2: Relationship Among Trial, Awareness, and the Exposure Function

29. Simplified Rating Sheet for Ads

31. Advertising Evaluation

32. Why the increase in Sales Promotion? Growing retailer power Declining brand loyalty Increased promotional sensitivity Brand proliferation Fragmentation of consumer market Short-term focus Increased managerial accountability Competition Clutter Retailer - scanner data, industry consolidation -MFGs want to break through Loyalty & Sensitivity & proliferation - we did that Frag - more media, more targeted Short-term&Account - US Business, stock mkt, not BERetailer - scanner data, industry consolidation -MFGs want to break through Loyalty & Sensitivity & proliferation - we did that Frag - more media, more targeted Short-term&Account - US Business, stock mkt, not BE

34. Channels of Sales Promotions

36. Trade Promotions

37. Business-to-Business Promotion

38. Father of PR was Edward Bernays, turns out he was Freud�s nephew! Value of some good brand publicity/movie placements: SPECIAL EVENTS: Reeses Pieces sales jumped 85% after E.T. Mumford High sold $1M in school shirts after Beverly Hills Cop CA. Raisin Board paid $25K for bus-stop sign and raisin eating scene in Back to the future. Coke and Pepsi scout out roles full time. Father of PR was Edward Bernays, turns out he was Freud�s nephew! Value of some good brand publicity/movie placements: SPECIAL EVENTS: Reeses Pieces sales jumped 85% after E.T. Mumford High sold $1M in school shirts after Beverly Hills Cop CA. Raisin Board paid $25K for bus-stop sign and raisin eating scene in Back to the future. Coke and Pepsi scout out roles full time.

39. Direct Marketing Direct-Order Marketing Customer Relationship Marketing The Growth of Direct Marketing Market Demassification The Benefits of Direct Marketing Integrated Direct Marketing

40. Direct Marketing Major Channels for Direct Marketing Face-To-Face Selling Direct Mail New Forms of Mail Delivery Fax mail E-mail Voice mail

41. Direct Marketing Direct marketing has passed through a number of stages: Carpet bombing Database marketing Interactive marketing Real-time personalized marketing Lifetime value marketing Constructing a Direct-Mail Campaign Objectives Target Markets and Prospects Offer Elements Testing Elements Measuring Campaign Success: Lifetime Value

42. Direct Marketing Catalog Marketing Telemarketing and M-Commerce Inbound telemarketing Outbound telemarketing Four types of telemarketing: Telesales Telecoverage Teleprospecting Customer service and technical support

43. Direct Marketing Other Media for Direct-Response Marketing Direct-response advertising At-home shopping channels Videotext and interactive TV Kiosk Marketing

44. Direct Marketing E-Marketing Permission Marketing Levels of Permission Marketing: No permission level Low permission level Medium permission level High permission level Transaction level E-Marketing Guidelines Give the customer a reason to respond Personalize the content of your e-mails Offer something the customer could not get via direct mail Make it easy for the customer to �unsubscribe�