Transcript MKTG 3331 Chapter 1

Integrated Marketing
Communications
Chapter 1
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
1-1
Chapter Objectives
1.
2.
3.
4.
5.
What role does communication play in
marketing programs?
What is the nature of the communication
process?
How should the communications model be
applied to marketing issues.
What are the characteristics of a fully
integrated advertising and marketing
communications approach?
How does the concept of integrated
marketing communications pertain to
international operations?
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
1-2
Ron Jon’s Surf Shop
• High level of competition
• Changing surf-board technology
• Brand image and logo development
• Advertising
• Sponsorship opportunities
• Innovative marketing programs
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
1-3
Chapter Overview
• Highly competitive global marketplace.
• Wide variety of media available for
communications.
• Clear communications needed.
• Emerging trends.
• Accountability.
• Change in roles of account executives,
creatives and brand managers.
• Development of alternative media.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
1-4
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-to-business,
channel, customer, external communications
and internal communications
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
1-6
Communication Mix
• Traditional
 Price, Product, Distribution, Promotion
• Promotion
 Advertising
 Sales promotions
 Personal selling
• Additional components






Database marketing
Direct marketing
Sponsorship marketing
Internet marketing
Guerilla marketing
Alternative marketing
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
1-7
The Marketing Plan
• Situation analysis
• Marketing objectives
• Marketing budget
• Marketing strategy
• Marketing tactics
• Evaluations
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
1-8
IMC Components
• The IMC Foundation
• Advertising tools
• IMC Media tools
• Promotional tools
• Integration tools
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
1-9
Four Stages in
Cultivating an IMC System
[American Productivity & Quality Center]
• Stage 1: Identify, coordinate and manage all
forms of marketing communications.
• Stage 2: Communications are examined from
perspective of customers.
• Stage 3: Apply information technologies to the
IMC program.
• Stage 4: Customer data information and insights
used in corporate strategic planning.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
1-10
Trends Impacting IMC
•
•
•
•
•
•
Information technology
Changes in channel power
Increase in competition
Brand parity
Integration of information
Decline in the effectiveness of
television advertising
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
1-11
Global IMC
• Goal – to coordinate marketing efforts
• Greater challenge due to national and
cultural differences
• Standardization vs Adaptation
“Think globally, but act locally.”
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
1-12