Transcript Boundless: Marketing: "Chapter 12, Section 5: Integrated Marketing

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Integrated Marketing Communications > Integrated Marketing Communications
Integrated Marketing Communications
• Setting Goals
• Determining a Budget
• Measuring Success
• The Growing Importance of Word of Mouth
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Integrated Marketing Communications > Integrated Marketing Communications
Setting Goals
• Integrated Marketing Communication (IMC) is an approach to brand
communications where the different modes work together to create a seamless
experience for the customer and are presented with a similar tone and style that
reinforces the brand's core message.
• Some of the most common goals of IMC campaigns include increasing brand
awareness, generating sales and reinforcing repeat purchases.
• Only changes in the marketplace, new competitive forces, or new promotional
opportunities should cause companies to alter strategies and reassess IMC goals.
Integrated Marketing
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Integrated Marketing Communications > Integrated Marketing Communications
Determining a Budget
• Budgeting also helps coordinate the activities of the organization by compelling
managers to examine relationships between their own operation and those of
other departments.
• Two big budgeting decisions should be resolved up front: how shall marketing
efforts be funded, and who will benefit from the new program?
• Components of IMC include: the foundation, the corporate culture, the brand
focus, consumer experience, communications tools, promotional tools, and
integration tools.
Integrated Marketing Budgets
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Integrated Marketing Communications > Integrated Marketing Communications
Measuring Success
• It is important to put both quantities and timescales into marketing strategies.
• The most important elements of marketing performance include sales analysis,
market share analysis, expense analysis, and financial analysis.
• Indirect measures like market research, tracking lost business and tracking
customer complaints can also indicate the organization's performance over a long
period of time.
Measuring Success Of Marketing Efforts
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Integrated Marketing Communications > Integrated Marketing Communications
The Growing Importance of Word of Mouth
• Marketing was once seen as a one way relationship, with firms broadcasting their
offerings and value proposition.
• The goal of an organization is to create and maintain communication with its own
employees and customers.
• To understand new forms of word of mouth marketing involves knowing the right
touch points to use to reach consumers and understanding how and where they
consume different types of media.
Word Of Mouth Marketing
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Appendix
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Integrated Marketing Communications
Key terms
• brand A name, symbol, logo, or other item used to distinguish a product, a service, or its provider.
• fragmentation The act of fragmenting or something fragmented; disintegration.
• integrated composed and coordinated to form a whole
• Regression analysis a statistical technique for estimating the relationships among variables.
• relative share market share in relation to the market leaders.
• segment share market share in the specific, targeted segment.
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Integrated Marketing Communications
Word Of Mouth Marketing
Social media sites that allow sharing have brought about a new word of mouth form of marketing.
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Integrated Marketing Communications
Integrated Marketing Budgets
When budgeting a marketing plan, it is important to allocate funds appropriately to the different facets of integrated marketing.
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Integrated Marketing Communications
Integrated Marketing
Integrated marketing communications can be used to develop brand awareness, increase consumer demand and change beliefs towards a product.
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Integrated Marketing Communications
Measuring Success Of Marketing Efforts
It is important for marketing managers to constantly evaluate the performance of their marketing efforts.
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Integrated Marketing Communications
Which of the following is NOT a common goal of integrated
marketing communications campaigns?
A) To increase consumer or business demand for a product category.
B) To build customer traffic to physical stores, websites or other
marketing channels.
C) To present the brand's image and core message using various tones
and styles.
D) To change or influence customer beliefs or attitudes
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Integrated Marketing Communications
Which of the following is NOT a common goal of integrated
marketing communications campaigns?
A) To increase consumer or business demand for a product category.
B) To build customer traffic to physical stores, websites or other
marketing channels.
C) To present the brand's image and core message using various tones
and styles.
D) To change or influence customer beliefs or attitudes
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Integrated Marketing Communications
The essential purposes of budgeting for marketing activities
include all of the following EXCEPT
A) To motivate managers to strive to achieve budget goals.
B) To evaluate the performance of managers.
C) To evaluate company risks and opportunities.
D) To provide visibility into the company's performance.
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Integrated Marketing Communications
The essential purposes of budgeting for marketing activities
include all of the following EXCEPT
A) To motivate managers to strive to achieve budget goals.
B) To evaluate the performance of managers.
C) To evaluate company risks and opportunities.
D) To provide visibility into the company's performance.
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Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/
Integrated Marketing Communications
A marketing director assembling an annual budget considers the
amount of money spent on product design and packaging during
the previous year. Which of the following IMC components is a
determinant in the annual budget?
A) Corporate culture
B) Promotional tools
C) Communications tools
D) Consumer experience
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Integrated Marketing Communications
A marketing director assembling an annual budget considers the
amount of money spent on product design and packaging during
the previous year. Which of the following IMC components is a
determinant in the annual budget?
A) Corporate culture
B) Promotional tools
C) Communications tools
D) Consumer experience
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Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/
Integrated Marketing Communications
A performance assessment that tracks key ratios including gross
contribution to net profit, gross profit to return on investment, and
net contribution to profit on sales is called a
A) financial analysis.
B) sales analysis.
C) market share analysis.
D) expense analysis.
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Integrated Marketing Communications
A performance assessment that tracks key ratios including gross
contribution to net profit, gross profit to return on investment, and
net contribution to profit on sales is called a
A) financial analysis.
B) sales analysis.
C) market share analysis.
D) expense analysis.
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Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/
Integrated Marketing Communications
Which of the following best describes why the Internet has
increased the role of word-of-mouth in integrated marketing
communications?
A) The Internet facilitates one-way broadcasting to consumers.
B) The Internet allows marketers to identify the right touch points to reach
consumers.
C) The Internet allows 24/7 access to goods and services.
D) The Internet facilitates a "sharing" culture based on consumer
connections.
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Integrated Marketing Communications
Which of the following best describes why the Internet has
increased the role of word-of-mouth in integrated marketing
communications?
A) The Internet facilitates one-way broadcasting to consumers.
B) The Internet allows marketers to identify the right touch points to reach
consumers.
C) The Internet allows 24/7 access to goods and services.
D) The Internet facilitates a "sharing" culture based on consumer
connections.
Free to share, print, make copies and changes. Get yours at www.boundless.com
Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/
Integrated Marketing Communications
Attribution
• Wikipedia. "Integrated marketing communications." CC BY-SA 3.0
http://en.wikipedia.org/wiki/Integrated_marketing_communications
• Wikipedia. "Marketing plan." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Marketing_plan
• Wiktionary. "fragmentation." CC BY-SA 3.0 http://en.wiktionary.org/wiki/fragmentation
• Wiktionary. "integrated." CC BY-SA 3.0 http://en.wiktionary.org/wiki/integrated
• Jay Collier. "Integrated planning | JayCollier.net." CC BY-SA http://jaycollier.net/presentations/notes/integratedmarketing/integrated-planning/
• Wiktionary. "brand." CC BY-SA 3.0 http://en.wiktionary.org/wiki/brand
• Wikipedia. "Budget." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Budget
• Wikipedia. "Integrated marketing communications." CC BY-SA 3.0
http://en.wikipedia.org/wiki/Integrated_marketing_communications
• Wikipedia. "Marketing plan." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Marketing_plan
• Wikipedia. "segment share." CC BY-SA 3.0 http://en.wikipedia.org/wiki/segment%20share
• Wikipedia. "relative share." CC BY-SA 3.0 http://en.wikipedia.org/wiki/relative%20share
• Wikipedia. "Integrated marketing communications." CC BY-SA 3.0
http://en.wikipedia.org/wiki/Integrated_marketing_communications
• Wikipedia. "Regression analysis." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Regression%20analysis
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