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CHAPTER 10

CHAPTER 10. INTEGRATED MARKETING COMMUNICATIONS. What is…. I. ntegrated. M. arketing. ?. C. ommunications. COMMUNICATIONS CROSS-TRAINING. Let’s Discuss. Integrated Marketing Communications. Combines perspectives of marketing, advertising, sales promotion, and public relations

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CHAPTER 10

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  1. CHAPTER 10 INTEGRATED MARKETING COMMUNICATIONS

  2. What is… I ntegrated M arketing ? C ommunications COMMUNICATIONS CROSS-TRAINING

  3. Let’s Discuss Integrated Marketing Communications • Combines perspectives of marketing, advertising, sales promotion, and public relations • Approaches communications from the customer’s perspective

  4. Map of the Cross-Training Process 100-Acre Wood START: Build good relationships with your publics Collaborate on strategy and execution Understand the customer

  5. Map of the Cross-Training Process Clear Lake FINISH! Public Relations can lead other disciplines in using two-way communication Develop interdisciplinary skills-building Clarify role that each discipline plays

  6. Compare / Contrast Marketing • Sells service or product through pricing, promoting, & distributing • Creates & maintains a market for products & services versus Public Relations • Sells the organization • Creates & maintains a hospitable environment for the organization

  7. Let’s Discuss Why have traditional marketing notions given way to Integrated Marketing Communication? • Consumer protests and government scrutiny began to shake historical views of marketing • Product recalls generated recurring headlines • Indirect sales began occurring regularly

  8. Let’s Discuss Why have traditional marketing notions given way to Integrated Marketing Communication? • Advertisers were asked how their products answered social needs and civil responsibilities • Rumors about particular companies spread like wildfire • General image problems were fanned by a continuous blaze of media criticism

  9. Math Assignment Name:_____________ Add one “P” to the traditional 4 “Ps” of Marketing. Check your work. Product + Price + Place + Promotion + PUBLIC RELATIONS A+ Integrated Marketing Communication

  10. When Product Publicity in the Marketing Mix is Useful • Introducing a revolutionary new product • Eliminating distribution problems with retail outlets • Operating with small budgets and strong competition • Explaining a fine but complex product • Generating new consumer excitement for an old product • Tying the product to a unique representative such as Morris the Cat • Creating an identity for a new Internet company

  11. QUICK QUIZ What is Third-Party Endorsement? Tacit support given to products by a newspaper, magazine, or broadcaster.

  12. QUICK QUIZ What is Branding? Creating a differentiable identity for a company or product.

  13. Principles to Establish a Unique Brand 6 1 Be Early 2 Be Memorable 3 Be Aggressive 4 Choose a Proper Partner 5 Create a Personality 6 Promote the IPO

  14. OVERVIEW: Public Relations Marketing Activities Article Reprints Cause-Related Marketing Trade Shows Use of Spokesperson

  15. Let’s Discuss Article Reprints • Plan ahead • Select target publics and address recipients by name and title. • Pinpoint the reprint’s significance • Integrate the reprint with similar articles or information • Include in press kits and displays

  16. Let’s Discuss Trade Show Participation Consider the trade books Emphasize what’s new Select a common theme Consider local promotional efforts Display the right products Analyze the show carefully Evaluate the worth

  17. Let’s Discuss Use of Spokespersons • Articulate • Quick-Thinking • Knowledgeable

  18. Let’s Discuss Cause-Related Marketing Arts Education Music Festivals Anniversaries Sports Charitable Causes Races/Runs/Walks

  19. Occasions for Public Relations Advertising Mergers & Diversifications Personnel Changes Trademark Protection Organizational Name Change Company Customers

  20. Occasions for Public Relations Advertising Organizational Resources Manufacturing & Service Capabilities Corporate Emergencies Growth History Financial Strength & Stability

  21. Integrated Marketing for the 21st Century INFOMERCIALS They Work!

  22. Integrated Marketing for the 21st Century 900 Numbers • Used by: • Fortune 500 Companies • Publishers • TV & Movie Companies • Counseling Services • and many more! • Revenues total upwards of $900 million/year

  23. TV/Movie Product Placement Integrated Marketing for the 21st Century

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