Transcript Solomon_ch12_basic

MARKETING
Real People, Real Choices
Fourth Edition
CHAPTER 12
Integrated Marketing Communications
Chapter Objectives_1
• Understand the role of marketing
communication
• Understand the communication model
• List and describe the elements of the
promotion mix
• Explain guerrilla marketing, viral
marketing, buzz, and hype
12-2
Chapter Objectives_2
• Explain integrated marketing
communications and its characteristics
• Explain the stages in developing the
IMC plan
• Explain the current trend toward
interactive promotion strategies
• Explain why database marketing is
increasingly popular and how databases
are developed and managed
12-3
How Many Can You Answer?
• Name the tiger that says, “They’re
grrrrrreat!”
• Name one or more products for which
Tiger Woods is a spokesperson.
• What character is featured in Energizer
battery ads?
• At Burger King, you can have it “ ___,”
whereas at Hardee’s the burgers are
_____.
12-4
Functions of Marketing Communications
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Inform
Persuade
Remind
Build relationships
12-5
Traditional Forms
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Advertising
Sales promotion
Event marketing
Direct selling
Public Relations
Direct marketing
12-6
Role of IMC
• IMC is a plan for optimal use of the
elements of promotion: advertising,
personal selling, sales promotion, and
public relations
12-7
Putting It All Together
• Integrated Marketing Communications
(IMC) is “a strategic business process
used to plan, develop, execute, and
evaluate coordinated, measurable,
persuasive brand communication
programs over time with consumers,
customers, prospects, and other
targeted, relevant external and internal
audiences.”
12-8
Appeals
• Personal appeals allow for direct
interaction between a company
representative and a customer
• Mass appeals seek to reach many
prospective customers at the same time
• New appeals
– Guerrilla marketing
– Viral marketing
– Buzz and hype
12-9
Advertising
• Non-personal communication from an
identified sponsor using the mass media
can:
– convey rich and dynamic images
– establish and reinforce brand identity
– communicate factual information
– remind customer to buy
12-10
Sales Promotion
• Programs that build interest or
encourage purchase of a product
through the use of an incentive in a
specified time period
– coupons
– contests
– rebates
– premiums
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Publicity and Public Relations
• Portray an organization and its products
positively by influencing the perceptions
of various publics
– writing press releases
– holding special events
– conducting and publishing consumer
surveys
– putting a positive spin on negative
news
12-12
Characteristics of an IMC Program
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Creates a single unified voice
Begins with the customer
Seeks to develop relationships
Involves 2-way communication
Focuses on stakeholders
Generates a continuous stream of
communication
• Measures results based on actual
feedback
12-13
Effects of Time and the PLC
• Introduction phase: push strategy; mix
relies heavily on advertising, sales
promotions, and public relations
• Growth phase: heavy advertising with
emphasis on differentiation
• Maturity phase: emphasis on sales
promotions to encourage brand switching
• Decline phase: dramatic reductions in
promotional spending
12-14
Importance of Measurement
• Is the plan working?
– Measure response to sales promotions
– Measure brand awareness, recall, and
image before and after ad campaign
– Analyze and compare sales performances
by territory and sales force
– Clip articles appearing in media
12-15
Issues for Discussion
• Some people say there is nothing new about
IMC. What do you think?
• Guerrilla marketing, viral marketing, and hype
are new methods companies use to get their
messages to consumers. Are they effective?
Are they fads?
• Why do you think marketers and ad agencies
resist the changes necessary to use IMC?
12-16