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Lecture 2-organizingfor imc
- 1. Organizing for Integrated Marketing Communications Dr. George Belch San Diego State University .
- 3. Integrated Marketing Communications Planning Model Review of marketing plan Promotional program situation analysis Analysis of the communications process Budget determination Develop integrated marketing communications programs Sales PR/ Personal Direct Internet/ Advertising promotion publicity selling marketing interactive Advertising Sales PR/ Personal Direct Internet/ promotion publicity selling marketing interactive objectives objectives objectives objectives objectives objectives Message Sales PR/ Personal Direct Internet/ promotion publicity selling marketing interactive strategy strategy strategy strategy strategy strategy Integrate and implement marketing communications strategies Monitor, evaluate and control IMC Program
- 4. Elements of a Marketing Plan Detailed situation analysis Specific marketing objectives Marketing strategy and program Program for implementing the strategy Process for monitoring & evaluating performance
- 5. Promotional Program Situational Analysis Internal External Firm’s promotional Customer analysis organization/capabili •Who buys? Who influences ties the decision •Why do they buy? What Review of previous needs and wants must be programs and met? results •Why do they buy? •Where and when? Assess firm/brand image Competitive analysis Assess strengths and Environmental weaknesses of analysis product or service
- 6. Participants in the IMC Process Advertiser (Client) Advertising agency Media organizations Direct- Sales response promotion Marketing agencies agencies communications specialist organizations Public Interactive relations agencies Collateral services firms
- 7. Full-Services Agencies Planning advertising Full range of Performing marketing research Creating communication advertising and promotion services Selecting media Producing advertising Strategic market Interactive planning capabilities Sales Nonadvertising Package design promotions promotions services Direct Public relations marketing and publicity ©
- 8. Full-Service Agency Organization Chart
- 9. Services Provided by Agencies Agency Services Account Marketing Creative Service Services Services The link between Research Creation and agency and client department execution of ads Managed by the May include Copywriters, account executive account planners artists, other specialists Media department to obtain media space and time
- 10. Direct-Marketing Agency Activities Database Media services management Direct Direct- Marketing Creative mail Agencies Research Production
- 11. Activities Performed by Sales Promotion Agencies Promotional planning Creative work and research Tie-in coordination Tie-in coordination Fulfillment Premium design and manufacturing Catalog productions Catalog production Contest/sweepstakes management ©
- 12. Functions Performed by Public Relations Firms Managing Damage control Crises Generating Strategy publicity development Program planning Image portrayal Lobbying Public affairs ©
- 13. Functions Performed by Interactive Agencies Interactive Media Creation Websites Banner ads Search engine optimization Mobile marketing Social media campaigns Digital media
- 14. Avenue Social creates social media applications for companies ©
- 15. Evaluation of Integrated Services + Positive - Negative Greater synergy Budget politics Convenience Integrated Poor Services communication Single image for No synergy product or service
- 16. Major Issues and Challenges for IMC Adoption and development of IMC in companies Determining IMC leadership Top management, marketing/brand managers, advertising agencies, or committee Making IMC more strategic rather than tactical Agency compensation for IMC services IMC measurement and ROI
- 17. Obstacles to Implementing IMC Consistent Consistent execution execution Internal Internal Many elements Many elements turf battles turf battles to handle to handle Compensation Measuring Measuring campaign campaign Agency egos Agency egos success success Fear of budget Fear of budget reductions reductions
Hinweis der Redaktion
- Chapter One An Introduction to Integrated Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- Relation to Text This slide relates to Figure 3-6 on page 82 of the text. Summary Overview This slide presents the typical organization chart for a full-service advertising agency. Use of this Slide Use this slide to introduce the various departments and specialties within a full-service agency.
- Relation to text This slide relates to material on p. 96 of the text, which discusses direct-marketing agencies. Summary Overview One of the fastest growing areas of IMC is direct marketing. As the industry has grown, numerous direct response agencies have evolved that offer companies their specialized skills in both consumer and business markets. This slide shows the various services and departments of a direct response agency. Services include: Database management Direct mail Research Departments of a direct response agency include: Media services Creative Production Use of slide This slide can be used to discuss the role of direct response agencies, the types of services they provide and their role in the development of an IMC program.
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- Relation to text This slide relates to material on p. 97 of the text, which discusses pubic relations firms. Summary Overview Most large companies use public relations firm. A public relations firm develops and implements programs to manage the organization’s publicity, image, and affairs with consumer and other relevant publics. This slide shows the activities of the PR firm. These include: Strategy development Generating publicity Lobbying Public affairs activities Damage control Image portrayal Program planning Use of slide This slide can be used to show the services provided by public relations firms. As companies adopt an IMC approach to promotional planning, they are coordinating their PR activities with advertising and other promotional areas. They are also integrating PR and publicity into the marketing communications mix to increase message credibility and save media costs.
- Relation to text This slide relates to material on p. 99 of the text. Summary Overview Marketers and agency executives have very different opinions regarding who should be in charge of the integrated IMC process. Obstacles cited to implementing IMC include: Agency capability to handle various elements of an integrated campaign Consistent execution Internal turf battles Ability to measure campaign success Fear of budget reductions Agency egos Compensation Use of slide This slide can be used to show the various obstacles to implementing IMC when discussing if the responsibility for IMC should be with the agency or the client. As companies shift their promotional dollars away from media advertising to other IMC tools, agencies will continue to explore ways to keep these monies under their roofs.