Transcript Promotion Management

MKM803
Integrated Marketing
Communications
Week 1
Class 1
Chapter 1 – Course Overview
Our Objectives Today
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Get to know each other
Course expectations
Your expectations
My expectations
What is integrated marketing
communications?
Marianne Marando
Winter 2005
My Expectations
 That you come to class prepared
 That you participate, question and
discuss
 That you deliver things professionally
and on time
 That you have some fun
Marianne Marando
Winter 2005
What you can expect from me
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Be here and prepared
Available as a resource - quick response
Fair evaluation
Open to your ideas
Committed to your success
Have fun!
Marianne Marando
Winter 2005
How to reach me
Office: Room C2027
Website: For office hours
http://people.senecac.on.ca/marianne.marando
Email:
[email protected]
Voicemail :
Marianne Marando
Winter 2005
416-491-5050 ext. 6022
The most important source of
information …
http://www.my.senecacollege.ca
Check at least every week –
•Class cancellations and changes
•Class notes and assignments
•Grades
•Due dates
Marianne Marando
Winter 2005
The Text
Advertising & Promotion; Belch, Belch
and Goula
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Winter 2005
Course Expectations - Outline
Tests (2)
Assignments (4)
Term Project
35%
40%
25%
See topical outline for dates – check the
website often for updates
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Winter 2005
Get to know each other
 The 4 P’s of You
 Product – your name
 Place – place of birth
 Promotion – a slogan that would describe
you
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Winter 2005
What is Advertising?
Good Advertising?
Bad Advertising?
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Winter 2005
What is Integrated
Marketing
Communications?
An example of IMC in Action
 BMW Mini Launch
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Winter 2005
“Mini” Campaign
 Target: the pre child, professional urban hipster , with a penchant
for cool and decent income
 Velocity Mini launch event at Kool Haus – online registration
only
 Launches Mini.ca website – browse, build, play (touch and do).
 3D wall ad – SW corner of King/Blue Jay Way
 Print campaign – billboards, papers and mags, unique postcards
distributed by NewAd.
 Association with Austin Powers Movies - sponsorship
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Winter 2005
Was it successful?
 Exceeded sales expectations
in Canada by over 100%
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Winter 2005
Integrated Marketing
Communications Mix
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Winter 2005
IMC
Integrated Marketing
Communications Mix
1. Advertising
2. Sales Promotion
3. Publicity/Public Relations
4. Direct Marketing
5. Internet Marketing
6. Personal Selling
7. Events and Sponsorship
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Winter 2005
IMC
Classifications of Advertising
 National advertising
 Retail/local advertising
 Advertising to increase demand
 Primary demand for the product category
 Selective demand for a specific brand
 Business & professional advertising
 Business-to-business advertising
 Professional advertising
 Trade advertising
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Winter 2005
Sales Promotion
Marketing activities that provide extra
value or incentives to the sales force,
distributors, or ultimate consumers and
can stimulate immediate sales.
 Customer-oriented
 Targeted to the ultimate
users of a product or
service
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Coupons
Sampling
Premiums
Rebates
Contests
Sweepstakes
POP materials
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Winter 2005
 Trade-oriented
 Targeted toward marketing
intermediaries such as
retailers, wholesalers, or
distributors
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Promotion allowances
Merchandise allowances
Price deals
Sales contests
Trade shows
Public Relations
The management function which evaluates public
attitudes, identifies the policies and procedures of
an individual or organization with the public interest,
and executes a program of action to earn public
understanding and acceptance.
 Tools used by Public Relations
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Winter 2005
Publicity
Special publications
Community activity participation
Fund-raising
Special event sponsorship
Public affairs activities
Direct Marketing
 Fastest growing segment
 Direct marketing methods
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Direct mail
Cataloging
Telemarketing
Direct response ads
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Winter 2005
Interactive/Internet Marketing
Multiple Internet roles
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As a persuasive advertising medium
As a means to educate or inform customers
As a sales tool or an actual sales vehicle
To obtain customer database information
To communicate and interact with buyers
To provide customer service and support
To build and maintain customer relationships
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Winter 2005
Integrated Marketing
Communications
 Coordinating the various promotional
elements and other marketing activities that
communicate with the firm’s customers.
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Winter 2005
Integrated Marketing
Communications
 A plan that evaluates the strategic roles of several
communications disciplines:
 Advertising
 Direct response
 Sales promotion
 Public relations
 Direct Marketing, Internet Adverting
 Combines the disciplines to provide:
 Clarity
 Consistency
 Maximum communications impact
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Winter 2005
Another example … McDonald’s
New Deli Sandwiches Launch
 Two targets:
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 Young adults looking for a different taste
 Parents with kids
Campaign Theme – “Sandwich Board Guys”
TV Spots (15 sec and 30 sec)
Radio
Print
Outdoor
Online
Direct
FSI
Union Station domination
Sales promotion
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Winter 2005
WHY IS IMC
GROWING?
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Winter 2005
Reasons for Growth of IMC
1. Planning efficiency and effectiveness.
 By coordinating marketing communication efforts
companies avoid duplication, take advantage of
synergy, and develop more efficient and effective
programs.
2. Consumer adoption of technology and media.
 Consumers lifestyles and purchasing behavior are
changing as they adopt new technologies.
 Traditional media are facing declining audiences and
less responsive consumers.
Marianne Marando
Winter 2005
Reasons for Growth of IMC
3. Innovative marketing practices.
 A shift in marketplace power from manufacturers to
retailers.
 A shifting of marketing dollars from media
advertising to other forms of promotion.
 A movement away from relying on advertisingfocused approaches to solve communication
problems.
Marianne Marando
Winter 2005
Reasons for Growth of IMC
3. Innovative Marketing Practices. (continued)
 The rapid growth and development of database
marketing.
 Demands for greater accountability from ad
agencies and changes in compensation.
 Rapid growth of the internet.
Marianne Marando
Winter 2005
The big picture … how does it all fit in?
Review the marketing plan
Assess the marketing communications situation
Determine the IMC plan objectives
Develop IMC Programs
Advertising
Direct Mkt.
Internet
PR/Publicity
FOR EACH ELEMENT:
Objectives
Strategy
Tactics
Implementation and Control
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Winter 2005
Direct
Sales
Promo.
Homework for next class
 Read Chapter 1
 End of Chapter questions - #1, 2,3
 Start to think of hot topic partner – will be
signing up for hot topics next class
 Go to Marketing Magazine online – January
12, 2004 issue. Read the article “Where
Goes The Money” by Chris Daniels. What
are the key learning points from the article?
Marianne Marando
Winter 2005