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Integrated Marketing Communications: An Overview. Our Objectives Today. Get to know each other Course expectations Your expectations My expectations What is integrated marketing communications?. My Expectations. That you come to class prepared That you participate, question and discuss
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Our Objectives Today • Get to know each other • Course expectations • Your expectations • My expectations • What is integrated marketing communications?
My Expectations • That you come to class prepared • That you participate, question and discuss • That you deliver things professionally and on time • That you have some fun
What you can expect from me • Be here and prepared • Available as a resource - quick response • Fair evaluation • Open to your ideas • Committed to your success • Have fun!
How to reach me Marianne Marando Room C2027 Email:marianne.marando@senecac.on.ca Voicemail : 416-491-5050 ext. 6022
The most important source of information … • https://www.my.senecacollege.ca • Check before every class – • Class cancellations and changes • Class notes • Assignments • Due dates
Course Expectations - Outline Tests (2) 30% Workshops (best 4 of 6) 20% IMC Plan (2 reports) 30% IMC Plan presentation 10% Hot Topic Presentation 10% Check Blackboard often for updates
Hot Topic Presentation • Details and schedule
Integrated Marketing Communications “The coordination of all forms of marketing communications into a unified program that maximizes the impact on consumers and other customers.”
IMC Mix Advertising Online Interactive Public Relations Target Market Direct Response Sales Promotion Events and Sponsorship Personal Selling
Why Integration? • Organizations are looking for a “total solutions” communications approach to solving business problems. • There is a demand for comprehensive, seamless campaigns.
Advertising “A persuasive form of marketing communication that stimulates a positive response from a target market.” • Product Advertising – communicates benefits and builds brand image. • Promotional Advertising – communicates specific offers to encourage immediate response.
Great Advertising Can Strike a Responsive Chord in Consumers • Wendy’s Video
Direct-Response Communications “Delivering a message to a target audience of one. The messages goes directly from the organization to the customer.” • Direct Mail • Direct-Response Television • Direct-Response Print Image concerns aside, blue chip companies use this form of communication frequently.
Interactive Communications “Communications by the Internet, CD-ROM and other interactive sources.” Database marketing techniques and a desire to implement customer relationship management programs are fueling growth in interactive communications.
Sales Promotion “Activities (incentives) that stimulate an immediate reaction from consumers and distributors.” • Consumer Promotion for “pull” • Trade Promotion for “push”
Personal Selling “The delivery of a personalized message between a seller and a buyer.” Personal selling is the human component of integrated marketing communications. Sellers work with distributors to get a product into distribution; they make the product available to final users.
Public Relations “Communications that are designed to gain public understanding and acceptance.” • Messages are placed at no cost. • Messages can promote a brand or company. • Messages often deal with crisis situations.
Event Marketing and Sponsorships “Planning and marketing an event by a company or brand or supporting an event financially in return for advertising privileges.”
Trends Conducive to IMC • Customer Relationship Management (CRM) • Database Management Techniques • Communications Technologies Are Changing • Demand for Efficiency and Accountability
For next class • Read Chapter 1 of text • Read article – “Gatorade’s Secret Weapon” and be prepared to discuss the following question for next class: • How has Gatorade demonstrated IMC? Give specific examples. • Sign up for Hot Topic date
Consumer Behaviour “The behaviour of individuals in obtaining and using goods and services, including the decision-making processes that precede and determine the purchase.” Organizations invest a considerable sum in marketing research to learn about consumer behaviour.
Needs and Motivation Theory Need Absence of something useful Motive Condition prompting action to satisfy a need
The Hierarchy of Needs Self-Actualization Esteem Social Safety Physiological
Personality Personality refers to a person’s distinguishing psychological characteristics that lead to fairly consistent responses. Real Self Self- Image Looking- Glass Self Ideal Self Many communications plans revolve around the looking-glass self and the ideal self.
Attitudes Attitude One’s feelings about an idea or object. • Attitudes are influenced by friends, family, trendsetters, opinion leaders, and advertising. • Gaining acceptance is easier if the product fits the attitudes held by the target.
Perception Individuals receive and interpret messages differently. Selective Exposure We notice things of interest. Selective Perception Tuning out information that conflicts with attitudes. Selective Retention We remember what we want to.
Reference Group Influence Reference Group A group of people with a common interest. The desire to “fit in” affects behaviour and buying decisions.
Family Influences Each family member has some influence on the behaviour of other family members. Changing roles and responsibilities of family members has necessitated “double targeting” by marketing organizations.
Market Segmentation Age, income, education, household formation DEMOGRAPHIC
Market Segmentation Age, income, education, household formation DEMOGRAPHIC PSYCHOGRAPHIC
Market Segmentation Age, income, education, household formation DEMOGRAPHIC PSYCHOGRAPHIC GEOGRAPHIC
Market Segmentation, Targeting, and Positioning Identify bases for segmenting market Market Segmentation Develop profiles of resulting segments Develop measures of segment attractiveness Market targeting Select the target segment(s) Develop positioning for each segment Market positioning Develop marketing mix for each segment