Transcript Marketing
An Introduction to Integrated Marketing Communications © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin What is Marketing? Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization. Value Relationship marketing Mass customization Customer relationship management (CRM) © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Coordinated Marketing Mix Elements Build Image © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Traditional Approach to Marketing Communications Point of purchase Special events Publicity Media Advertising Public relations Direct marketing Sales promotion Packaging Direct response Interactive marketing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Contemporary IMC Approach Packaging Sales promotion Point of purchase Publicity Interactive marketing Media Advertising Direct marketing Direct response Public relations Special events © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Defining IMC IMC is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs with consumers, customers, prospects employees and other relevant external and internal audiences. The goal of IMC is to generate short-term financial returns and build long-term brand value. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin A Contemporary Perspective of IMC Recognized as a business process IMC Importance of relevant audience Multiple relevant audiences Demand for accountability and Demand for accountability Measurement of Outcomes © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Reasons for the Growing Importance of IMC From Toward Media advertising Multiple forms of communication Mass media Specialized media Manufacturer dominance Retailer dominance General focus Data-based marketing Low agency accountability Greater agency accountability Traditional compensation Performance-based compensation Limited Internet availability Widespread Internet availability © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 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. IMC plays a major role in the process of developing and sustaining brand identity and equity. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Basic Elements of the Promotional Mix Advertising Direct Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Personal Selling © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Classifications of Advertising National Advertising Retail/Local Advertising Primary vs. Selective Demand Advertising Consumers Business-to-Business Advertising Professional Advertising Trade Advertising © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Organizations Direct Marketing is Part of IMC Direct Mail Direct Response Advertising Internet Sales Direct Marketing Shopping Channels Telemarketing Catalogs © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Using the Internet as an IMC Tool The Internet Educates or informs customers Obtains customer database information A persuasive advertising medium Communicates and interacts with buyers A sales tool or an actual sales vehicle Provides customer service and support © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Builds and maintains customer relationships Sales Promotion Tools Coupons Trade Allowances Samples Premiums Contests/Sweepstakes POP Displays Training Programs Trade Shows Coop Advertising Refunds/Rebates Bonus Packs Loyalty Programs Events • Consumeroriented • [For end-users] • Tradeoriented • [For resellers] © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Various Uses of Sales Promotion Introduce new products Combat competition Enhance personal selling Get existing customers to buy more Sales Promotion Tie in advertising & personal selling Attract new customers Maintain sales in off season Increase retail inventories © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Advertising Versus Publicity Factor Advertising Publicity Control Great Little Credibility Lower Higher Reach Measurable Undetermined Frequency Schedulable Uncontrollable Cost High/Specific Low/Unspecified Flexibility High Low Timing Specifiable Tentative © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Publicity Vehicles Feature Articles News Releases Interviews Publicity Vehicles Press Conferences Special Events © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Public Relations Tools Publicity Vehicles Community Activities Special Publications Corporate Advertising Public Affairs Activities Cause-related Marketing Special Event Sponsorship © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin IMC Audience Contact Tools Broadcast media (TV/radio) Print media (newspapers, magazines) Public Relations/ publicity Out-of-home media Internet/ interactive Direct marketing Target Audience Personal selling Point-ofpurchase (displays, packaging) Sales Promotion Word-ofmouth Events and sponsorship © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Product placements (TV and movies) The Marketing Plan 1. A detailed situation analysis 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 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Integrated Marketing Communications Planning Model 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 Integrate and implement marketing communications strategies Monitor, evaluate and control IMC Program © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin