Transcript Highly competitive global marketplace. Greater variety of media

Integrated Marketing
Communications
Chapter 1
1-1
Chapter Overview
• Highly competitive global marketplace.
• Greater variety of media available
• Emerging trends.
• Accountability.
• Change in roles of account executives,
creatives and brand managers.
• Development of alternative media.
1-2
Integrated Marketing
Communications
Coordination and integration of
• all marketing communication tools
• All parts of the company
• Maximizes impact at a minimal cost.
Includes all
• business-to-business
• Channel
• customer,
• External and internal communications.
Communication Process
• Sender
• Encoding
• Transmission device
• Decoding
• Receiver
Noise
Clutter
Jargon
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A Model of the Communication Process
Noise
Noise
Medium
Outcome
Sender
Receiver
Encoding
Decoding
Message
Feedback
Feedback
Feedback: Info about
the outcome returns
to the sender, with
any additional noise.
The message can suffer
distortion from jargon,
timing, language, beliefs,
competition, etc.
Communication Mix
Product
Price
Promotion
Place
Advertising
Sales Promotions
Personal Selling
Public Relations
Database Marketing
Direct Response Marketing
Sponsorship Marketing
E-Active Marketing
Social Media
Alternative Marketing
IMC Components
• The IMC Foundation
• Advertising tools
• IMC Media tools
• Promotional tools
• Integration tools
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Market Dynamics That
Impact IMC
• Information technology

•
•
•
•
•
Multiple sources, faster
Changes in channel power
Increase in competition
Brand parity
Decline in TV advertising
Globalization
1-8
Trends That Impact IMC
• Accountability, measurable
results
• Use of alternative media
 New roles, responsibilities
• Influence of social media
Online Retail Spending
2014 SALES ~249B
Online Retail Spending (Billions)
180.0
156.0
160.0
140.0
120.0
100.0
80.0
60.0
40.0
20.0
0.0
2001
2005
2006
2007
2008
2009
Source: Adapted from Cate T. Corcoran, “Delivering the Goods: E-Tailing Sales to Rise But Gains Seen Slowing,” Women’s Wear
Daily, 197, no. 94 (May 5, 2009), p. 1; “Online Retail Spending, 2001-2007, and Projections, 2008,” The 2009 Statistical Abstract:
Online Retail Sales (www.census.,gov/compendia/statab/cats/wholesale_retail_trade/online_retail_sales, accessed November 23,
2009).
International Implications
• Goal – to coordinate marketing
efforts
• Greater challenge due to national
and cultural differences
• Standardization versus Adaptation
• “Think globally, but act locally”
Overview of IMC Text
Regulation
& Ethics
Database,
Direct Response,
& Personal Selling
Traditional
Media
Advertising
Management
Corporate Image
Brand Management
Evaluation
Sales
Promotions
E-Active
Marketing
Advertising Design
Theory & Appeals
Buyer
Behaviors
Public
Relations &
Sponsorships
Alternative
Channels
Advertising Design
Messages & Frameworks
IMC Planning Process
Integrated Marketing Communications Plan – Structural Outline
Outline #2-4 occur at the corporate level
and apply to all markets. Some included
items:
•SWOT
•competitive analysis
•segmentation analysis and strategy
•target market selection
•Selection of channels to reach target markets
•positioning strategy (corporate and segment)
•Corporate Image
•Brand Development and positioning
•Promotion Mix Strategy (corporate & target)
•Total budget ,
•And so on . . . .
1. Executive Summary
2. Promotion Opportunity Analysis
3. Corporate-Level Strategies
4. IMC Management
IMC Objective:
Target Market
1
The entire plan is
summarized into a
brief and concise
document that
presents the major
elements of the
plan to executive
management.
IMC Objective:
Target Market
2
•Budget
•IMC Methodologies
•Advertising
•Consumer Promotions
•Trade Promotions
•Personal Selling
•Sponsorships
•Database Programs
•Media Plan
•Evaluation Methodology
IMC Objective:
Target Market
3
Mkt 4, 5,
etc.
Each target market
receives an
analysis that
includes these
items. This is
repeated for
every target
market.