Transcript Figure 1-2 Reasons for Integrated Marketing Communications

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Chapter One
Integrated Marketing Communications
Dr. Abdullah Sultan
Fall 09
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FIGURE
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Integrated Marketing Communication Plan
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http://www.youtube.com/watch?v=3F3qzfTC
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FIGURE
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Why Viewers Do Not Watch Ads
I'm bored
Program is boring
Turn to another program
Ads are on
Ad boring
Ad annoying
Seen ad a lot
0%
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
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FIGURE
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Communication Process
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Example
Senders are companies that manufacture and sell shoes.
Encoding occurs when someone (usually the creative)
takes the idea and transforms it into an attention-getting
mode. Messages travel to audiences via various
transmission devices, such as a television, billboard,
Sunday paper with a coupon, or a letter to the purchasing
agent of a large retail store. Decoding occurs when the
receiver’s (consumer’s) senses are touched in some way
by the message. Feedback occurs through inquiries, trips
to the store, and purchases. Noise is all of the factors that
prevent the consumer from seeing the message. A classic
example is clutter, which exists when consumers are
exposed to hundreds of marketing messages per day, and
most are tuned out.
Question: Can you think of additional
examples of noise in advertising or
marketing communications?
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FIGURE
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Possible Noise in Watching
a TV Advertisement
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Advertising Clutter
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How many ads were you exposed to during
the last 24 hours from the following media?
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Television
Radio
Magazines
Newspapers
Billboards
Internet Web sites
How many ads can you recall from each of
the above media?
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Advertisements
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Which advertisement attracts your attention the most?
Which advertisement is the least appealing?
How important is the brand name in each ad?
What is the message of each individual advertisement?
What makes each advertisement effective?
What are the pros and cons of each advertisement?
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The Value of IMC Plan: Trends Impacting Integrated
Advertising and Marketing Communications
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Information technology
Changes in channel power
Increase in competition (global competitors)
Brand parity
Integration of information
Decline in effectiveness of television
advertising.
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Integrated Marketing Communications
is the coordination and integration of all
marketing communication tools,
avenues and sources within a company
into a seamless program which
maximizes the impact on consumers
and other end-users at a minimal cost.
The IMC includes all business-tobusiness, channel, customer, external
communications and internal
communications.
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IMC Involves
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The marketing mix:
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Products
Pricing systems
Distribution systems
Promotional programs
The promotions mix:
– Advertising
– Sales promotions (including consumer and trade promotions)
– Personal selling activities
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The IMC promotions mix also includes:
– Direct marketing
– Public relations programs
– Internet marketing
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All of these elements must blend together to present a
unified message.
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A simpler version:
Integrated Marketing Communications
is the management of an organization’s
image.
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