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An Introduction to Integrated Marketing Communications

An Introduction to Integrated Marketing Communications. The Role of Marketing. Nonprofit Organizations. Advertising & Promotion. Solicit donations Offer intangible social and psychological satisfactions. Inform customers of a product or service

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An Introduction to Integrated Marketing Communications

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  1. An Introduction to IntegratedMarketing Communications

  2. The Role of Marketing Nonprofit Organizations Advertising & Promotion • Solicit donations • Offer intangible social and psychological satisfactions • Inform customers of a product or service • Convince them of its ability to satisfy their wants or needs • Help develop and sustain relationships 1-2

  3. The Marketing Mix • The Four Ps • Product • Price • Place • Promotion 1-3

  4. Building Brands in a Recession Consumers Spend less money Carefully scrutinize purchases Rethink brand loyalties Willing to trade off or down More price sensitive More value conscious 1-4

  5. Building Brands in a Recession Companies Reduce advertising budgets Balance discounts/promos w/brand image Must overcome consumer distrust Change product marketing focus Increase online social presence Look for new ways to remain relevant 1-5

  6. Advertising Classifications National Retail / Local Primary / Selective Demand Consumers Business-to-Business Professional Trade Organizations 1-6

  7. Forms of Direct Marketing Direct Response Ads Catalogs Direct Mail Telemarketing Direct Selling InternetSales Shopping Channels Database Management 1-7

  8. Interactive Marketing • Interactive media • Internet • Kiosks • Interactive television • Cell phones • Other mobile devices 1-8

  9. Sales Promotion Sales Force Ultimate Consumer Retailers Marketing activities that provideextra value or incentives to the… 1-9

  10. Publicity A news story, editorial, or announcement to a mass audience High credibility and low cost Not directly paid foror run underidentified sponsor Is sometimes unfavorable Not always under company control 1-10

  11. Public Relations • Management function • Evaluates public attitudes • Identifies items of public interest • Executes a program of action to earn public understanding and acceptance • Primary objectives • Establish and maintain a positive imageof the company among various publics 1-11

  12. Personal Selling • Person-to-person communication • A seller attempts to assist and/or persuade prospective buyers to make a purchase or act on an idea 1-12

  13. Elements of a Marketing Plan Detailed situation analysis Specific marketing objectives Marketing strategy and program Program for implementing the strategy Process for monitoring & evaluating performance 1-13

  14. Promotional Program Situational Analysis Internal External Firm’s promotional organization/capabilities Review of previous programs and results Assess firm/brand image Assess strengths and weaknesses of product or service Customer analysis Competitive analysis Environmental analysis 1-14

  15. Monitoring, Evaluation, Control Basic Goals Determine how well the programis doing, and why Problem correction Continual management feedback Input for future promotions/strategies 1-15

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