Transcript To introduce the topic of marketing communications

Chapter One
Overview of
Integrated Marketing
Communications
Chapter One Objectives
• To introduce the topic of marketing
communications (marcom) and identify
the tools used by practitioners.
• To describe the philosophy and practice
of integrated marketing communications
(IMC).
• To present the five key features of IMC.
• To identify obstacles to implementing
IMC.
2
Chapter One Objectives
• To introduce a framework that illustrates
the activities involved in developing an
integrated communications program.
• To distinguish some of the important
trade associations in the marcom Field.
3
Elements of Marketing Communications
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Marketing Communications at the
Brand Level
A well-known and
respected brand is
an invaluable asset
This is the key
means for
differentiating one
company’s offering
from another’s
A successful brand can
create barriers to entry for
competitors
Brand
5
Tools of Marcom
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Integrated Marketing Communications (IMC)
The philosophy and practice of
carefully coordinating a brand’s
sundry marketing
communication elements.
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An Example
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The Meaning of Synergy
• The payoff from IMC is that brand
managers achieve
– The integration of multiple communication
tools and media yield more positive
communication results than the tools used
individually
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Five Key Features of IMC
1. Start with the customer or prospect.
2. Use any form of relevant contact.
3. Achieve synergy (speak with a
single voice).
4. Build relationships.
5. Affect behavior.
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An Example of
Touch Point, or 360°
Marketing: Hershey
Foods
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Contact Method: USA Network’s
Promotion of Miniseries Traffic
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Another Example of Touch Point Marketing:
BriteVision Media
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Changes in
Marketing Communication Practices
• Reduced dependence on mass media
advertising.
• Increased reliance on highly targeted
communication methods.
• Heightened demands on suppliers.
• Increased efforts to assess communications’
return on investment.
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Obstacles to Implementing IMC
• Few providers have the skills required
to execute.
• Mass media campaigns easier than
Direct-to-Customer.
• The real challenge is to make sure
that tools are consistently executed.
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Making Brand-Level Marcom Decisions
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Making Fundamental Marcom
Decisions
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A Targeted
B2B Ad
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A Concluding Mantra: All Marketing
Communications Should Be…
Directed To A Particular
Target Market
Clearly Positioned
Created To Achieve
a Specific Objective
Undertaken To Accomplish
The Objective Within Budget
Constraint
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Marcom Implementation Decisions
•
•
•
•
Mixing elements
Creating messages
Selecting media
Establishing momentum
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MarCom Outcomes
Outcomes
Enhancing Brand Equity
Affecting Behavior
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Program Evaluation
Program Evaluation
• Measuring Results
• Providing Feedback
•Taking Corrective
Action
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