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An Introduction to Integrated Marketing Communications

An Introduction to Integrated Marketing Communications

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An Introduction to Integrated Marketing Communications

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  1. An Introduction to Integrated Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  2. The Growth of Advertising and Promotion © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  3. Point of Purchase Publicity Public Relations Packaging Internet/InteractiveMedia Direct Response Direct Mail Sales Promotion Print Media Broadcast Media Outdoor Events IMC–Audience Contact Points Marketing Communications Audience © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  4. IMC Principles Extend Worldwide + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  5. Sales Promotion Direct Response Packaging Media Adver- tising Point of Purchase Public Relations Publicity Interactive Marketing Direct Marketing Special Events Traditional Approach to Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  6. Sales Promotion Direct Response Packaging Media Adver- tising Point of Purchase Public Relations Publicity Interactive Marketing Direct Marketing Special Events Contemporary IMC Approach © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  7. The US Army Uses TV Advertising as Part of Its IMC Program *Click outside of the video screen to advance to the next slide © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  8. Media Advertising Media Advertising Multiple Forms of Communication Multiple Forms of Communication Mass Media Mass Media Specialized Media Specialized Media Manufacturer Dominance Manufacturer Dominance Retailer Dominance Retailer Dominance General Focus General Focus Data Based Marketing Data Based Marketing Low Agency Accountability Low Agency Accountability Greater Agency Accountability Greater Agency Accountability Traditional Compensation Traditional Compensation Performance Based Compensation Performance Based Compensation Limited Internet Availability Widespread Internet Availability Marketing Revolution and Shifting Tides From Toward © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  9. Dell Focuses on Building a Relationship With Customers + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  10. 2003 Brand Value (Billions of Dollars) IMC and Branding Brand Identity is a combination of factors: Name, logo, symbols, design, packaging, product or service performance, and image or associations in the consumer’s mind. 1. Coca-Cola $70.5 2. Microsoft $65.1 3. IBM $51.8 4. GE $42.3 5. Intel $31.1 6. Nokia $29.4 7. Disney $28.0 8. McDonald’s $24.7 9. Marlboro $22.2 10. Mercedes $21.4 IMC plays a major role in the process of developing and sustaining brand identity and equity. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  11. Intel’s Advertising Helps Build Brand Equity *Click outside of the video screen to advance to the next slide © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  12. Coordinated Marketing Mix Elements Build Image + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  13. Basic Elements of the Promotional Mix Advertising Advertising Direct Marketing Direct Marketing Interactive/ Internet Marketing Interactive/ Internet Marketing Sales Promotion Sales Promotion Publicity/Public Relations Publicity/Public Relations Personal Selling © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  14. National Advertising Retail/Local Advertising Primary vs. Selective Demand Advertising Consumers Business-to-Business Advertising Professional Advertising Trade Advertising Organizations Classifications of Advertising National Advertising Retail/Local Advertising Primary vs. Selective Demand Advertising Business-to-Business Advertising Professional Advertising © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  15. Great Advertising Can Strike a Responsive Chord with Consumers *Click outside of the video screen to advance to the next slide © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  16. An Example of “B-to-B” Advertising + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  17. Direct Mail Internet Sales Direct Response Advertising Shopping Channels Telemarketing Cataloging Direct Marketing is Part of IMC Direct Mail Direct Response Advertising DirectMarketing Shopping Channels Telemarketing Catalogs © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  18. Bose Uses Direct Response Advertising + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  19. Educates or Informs Customers A Persuasive Advertising Medium A Sales Tool or an Actual Sales Vehicle Obtains Customer Database Information Communicates and Interacts With Buyers Provides Customer Service and Support Builds and Maintains Customer Relationships Using the Internet as an IMC Tool TheInternet Educates or Informs Customers A Persuasive Advertising Medium A Sales Tool or an Actual Sales Vehicle Obtains Customer Database Information Communicates and Interacts With Buyers Provides Customer Service and Support © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  20. American Airlines Encourages Customers to Do It All Online + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  21. Sales Promotion Tools Coupons Coupons Trade Allowances Samples Samples Premiums Premiums POP Displays POP Displays Contests/Sweepstakes Contests/Sweepstakes TrainingPrograms TrainingPrograms Refunds/Rebates Refunds/Rebates Bonus Packs Bonus Packs TradeShows TradeShows Loyalty Programs Loyalty Programs CoopAdvertising CoopAdvertising Events Events • Trade-oriented • [For resellers] • Consumer-oriented • [For end-users] © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  22. Introduce New Products Get Existing Customers to Buy More Combat Competition Attract New Customers Enhance Personal Selling Maintain Sales In Off Season Tie In Advertising & Personal Selling Increase Retail Inventories Various Uses of Sales Promotion Introduce New Products Get Existing Customers to Buy More Attract New Customers Sales Promotion Enhance Personal Selling Maintain Sales In Off Season Tie In Advertising & Personal Selling Increase Retail Inventories © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  23. Advertising Versus Publicity Factor Advertising Publicity Control Great Little Credibility Lower Higher Reach Undetermined Measurable Frequency Uncontrollable Schedulable Cost Low/Unspecified High/Specific Flexibility Low High Timing Tentative Specifiable © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  24. Feature Articles News Releases Interviews Press Conferences Special Events Publicity Vehicles Feature Articles News Releases Interviews PublicityVehicles Special Events © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  25. Public Relations Tools Publicity Vehicles Special Publications Publicity Vehicles Special Publications Community Activities Corporate Advertising Cause-related Marketing Community Activities Corporate Advertising Cause-related Marketing Public Affairs Activities Public Affairs Activities Special Event Sponsorship © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  26. DuPont Uses Advertising to Enhance Its Corporate Image + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  27. Review of Marketing Plan Promotional Program Situation Analysis Analysis of the Communications Process Budget Determination Develop Integrated Marketing Communications Programs Advertising Sales Promotion PR/ Publicity Personal Selling Direct Marketing Internet/ Interactive Advertising Objectives Sales Promotion Objectives PR/ Publicity Objectives Personal Selling Objectives Direct Marketing Objectives Internet/ Interactive Objectives Message Strategy Sales Promotion Strategy PR/ Publicity Strategy Personal Selling Strategy Direct Marketing Strategy Internet/ Interactive Strategy Integration & Implementation of Marketing Communications Strategies Monitor, Evaluate & Control Promotional Program Integrated Marketing Communications Planning Model © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  28. 2. Specific marketing objectives 3. A marketing strategy and program 4. A program for implementing the strategy 5. A process for monitoring and evaluating performance The Marketing Plan 1. A detailed situation analysis 1. A detailed situation analysis 2. Specific marketing objectives 3. A marketing strategy and program 4. A program for implementing the strategy © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin