Transcript Intro
Integrated Marketing Communications Jeremy Kees, Ph.D. Some initial thoughts… • Because we are exposed to somewhere between 3,000-5,000 marketing messages per day….. CLUTTER is the result!! • It’s a viscous cycle... – Advertising = clutter = MORE ADVERTISING = MORE CLUTTER = EVEN MORE ADS…. Is nothing sacred anymore??? So, what is the best way for marketers to reach you?? 1. What resonates with you? 2. What is a waste? Integrated Marketing Communications • The means by which firms attempt to inform, persuade, and remind consumers—directly or indirectly—about the products and brands they sell • IMC includes all marketing communications An example… • Includes advertising, but is much broader… – Mastercard’s “priceless” campaign • Spots 1, 2, 3 • Website – priceless.com • Viral/WOM Marketing… – Orbitz gum Example… • TV spot • Phone Call Elements of the IMC “Promotional Mix” • • • • • • • • Advertising Sales Promotions Direct Marketing Product Placement Public Relations Publicity Event Marketing Personal Selling • Search Engine Optimization • Email • Blogs • Podcasts • Etc… Objectives of IMC • First, back to the basics • Then, some general approaches • Finally, some specific objectives A BASIC MODEL OF COMMUNICATION General approaches… • “Selling” / “Persuading” – Targeted at our head – Cognitive appeals • “Brand Building” – Targeted at our heart – Affective/Emotional appeals Video Setting Objectives • Inform • Persuade • Remind • Reinforce What is the goal? • Heinz? • Honda? Cog • Based on the PLC… Thursday…. • Guest Speaker – Brian Papson, Director of Marketing Villanova Athletics • Next week – Elements of Promotional Strategy