The document discusses the changing marketing environment and the growth of integrated marketing communications (IMC). It notes that consumers now obtain information from many sources and are less passive recipients of messages. It also summarizes key aspects of IMC, including its benefits, components like advertising, direct marketing, sales promotion, and public relations, and the IMC planning process. The goal of IMC is to create synergies across promotional tools and communicate with audiences through various touchpoints in a coordinated way.
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Chap001
1. 1
Copyright Š 2012 McGraw-Hill Companies, Inc., All right reversedMcGraw-Hill/Irwin
An Introduction to Integrated
Marketing Communications
2. 1-2
The Modern World of Marketing
⢠Rapidly changing media environment
⢠Mass media losing viewers, readers,
listeners
⢠Digital media targets narrow audience
⢠Consumers not content to be passive
message recipients
⢠Information now obtained from a myriad
of sources
5. 1-5
The Growth of Advertising and Promotion
⢠Integral part of social and economic
systems
⢠Carefully prepared messages delivered
to carefully targeted audiences
⢠Six-fold increase between 1980 and 2010
⢠New marketing channels
⢠Internet ads (banner ads, videos,
webisodes)
⢠Social media
⢠Mobile marketing
6. 1-6
The Role of Marketing
Advertising &
Promotion
Inform customers of a
product or service
Convince them of its
ability to satisfy their
wants or needs
Help develop and
sustain relationships
Nonprofit
Organizations
Solicit donations
Offer intangible
social and
psychological
satisfactions
7. 1-7
What is Marketing?
The activity, set of institutions, and
processes forâŚ
creating, communicating, delivering,
and exchanging offerings that haveâŚ
value for customers, clients, partners,
and society at large
8. 1-8
What is Value?
⢠Customerâs perception
of all the benefits of a
product or service
⢠Weighed against
costs of acquiring
and consuming it
⢠Benefits can beâŚ
⢠Functional
⢠Experiential
⢠Psychological
10. 1-10
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Mass
media
advertising
11. 1-11
Growing Importance of IMC
⢠Value of IMC
⢠Avoids duplication of marketing efforts
⢠Synergy among promotional tools
⢠More efficient and effective marketing
⢠Rapidly changing environment
⢠Consumer behavior
⢠Technology
⢠Media consumption behavior
⢠Proliferation of media
12. 1-12
The Marketing Revolution
Shift from traditional media ads to other forms
of promotion/nontraditional media
Internet and social media changing how
companies interact with consumers
Power shift: manufacturers to retailers
Database marketing
Greater ad agency accountability
Changes in how ad agencies are compensated
13. 1-13
The Role of IMC in Branding
Brand
Identity
Image or
Associations
Performance
Name Packaging
Logo Design
Symbols
14. 1-14
Building Brands in a Recession
Consumers
Spend less money
Carefully scrutinize purchases
Rethink brand loyalties
Willing to trade off or down
More price sensitive
More value conscious
15. 1-15
Building Brands in a Recession
Reduce advertising budgets
Balance discounts/promos w/brand image
Must overcome consumer distrust
Change product marketing focus
Increase online social presence
Look for new ways to remain relevant
Companies
16. 1-16
Test Your Knowledge
Why are marketers decreasing the use of mass media
advertising and increasing the use of integrated
marketing communications?
A) The mass market has become fragmented
B) New technologies gave consumers greater
control over the communication process
C) Use of the Internet and electronic commerce
is growing
D) Explosive growth in social networking
E) All of the above
18. 1-18
Advertising
⢠Paid, nonpersonal communication
⢠About an organization, product,
service, or idea
⢠With an identified sponsor
⢠No immediate feedback from audience
19. 1-19
Non-Personal Media
⢠Mass media
⢠TV
⢠Radio
⢠Magazines
⢠Newspapers
⢠Benefits
⢠Cost effective
⢠Large audiences
21. 1-21
Forms of Direct Marketing
Database
Management
Database
Management
TelemarketingTelemarketing
Direct MailDirect Mail
Shopping
Channels
Shopping
Channels
CatalogsCatalogs
Internet
Sales
Internet
Sales
Direct SellingDirect Selling
Direct
Response Ads
Direct
Response Ads
23. 1-23
Direct Response Advertising
Major Tools
Direct Mail
Television
Magazines
Internet
Forces for Change
Changing Lifestyles
Credit Cards
Toll-free Numbers
Rapid Internet Growth
25. 1-25
Interactive Marketing
⢠Internet activities
⢠Advertise products and services
⢠Link ads and websites to search engines
⢠Offer coupons, contests, sweepstakes
⢠Conduct direct marketing
⢠Do personal selling
⢠Conduct public relations activities
⢠Measure advertising and promotions
28. 1-28
Publicity
High credibility and
low cost
High credibility and
low cost
Not always under
company control
Not always under
company control
Is sometimes
unfavorable
Is sometimes
unfavorable
A news story,
editorial, or
announcement to
a mass audience
A news story,
editorial, or
announcement to
a mass audience
Not directly paid for
or run under
identified sponsor
29. 1-29
Public Relations
⢠Management function
⢠Evaluates public attitudes
⢠Identifies items of public interest
⢠Executes a program of action to earn
public understanding and acceptance
⢠Primary objectives
⢠Establish and maintain a positive image
of the company among various publics
30. 1-30
Public Relations
⢠Uses publicity and
other tools
⢠Special publications
⢠Community activities
⢠Fund-raising events
⢠Sponsorships
⢠Public affairs
activities
34. 1-34
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
35. 1-35
Elements of a Marketing Plan
Detailed situation analysis
Marketing strategy and program
Specific marketing objectives
Program for implementing the strategy
Process for monitoring & evaluating performance
36. 1-36
Promotional Program Situational Analysis
Internal
Firmâs promotional
organization/capabilities
Review of previous
programs and results
Assess firm/brand
image
Assess strengths and
weaknesses of product
or service
External
Customer analysis
Competitive analysis
Environmental analysis
37. 1-37
Analysis of Communications Process
⢠Communication decisions
⢠Source and message
⢠Communication channels
⢠Media mix
⢠Costs
⢠Marketing goals
⢠Communication objectives
40. 1-40
Monitoring, Evaluation, Control
Basic Goals
Determine how well the program
is doing, and why
Problem correction
Continual management feedback
Input for future promotions/strategies
Hinweis der Redaktion
Relation to textThis slide relates to pages 4-5 of the text.
Summary OverviewIn the past, the only advertising avenues were television, radio, billboards, and printed media. Ads in these media promoted the product or service for sale. Today, traditional media are used more and more to drive customers to online sites, where the information can be more detail, colorful, and interactive.
Relation to Text:
This slide relates to page 5 of the text.
Summary Overview:
The Volkswagen Punch Dub campaign shows how companies are now using integrated marketing communications (IMC) to reach their target audiences.
Relation to Text:
This slide relates to pages 3-5 of the text.
Summary Overview:
This is the Punch Dub game that was presented via the Volkswagen website. It was designed to be an entertaining and interactive experience.
Relation to textThis slide relates to âThe Growth of Advertising and Promotionâ topic on pages 5-6 of the text.
Summary OverviewThis slide explains that advertising and promotion have become an integral part of our social and economic systems, and how it has grown six-fold in the past 30 years.
Relation to Text:
This slide relates to pages 6-7 of the text.
Summary Overview:
This slide shows for-profit uses of marketing, as well as non-profit uses.
Relation to textThis slide relates to material found on page 7 of the text.
Summary OverviewThis slide presents the revised definition of Marketing developed by the American Marketing Association in 2007. This revised definition is viewed as being more reflective of the role of non-marketers to the marketing process. It also recognizes the role marketing plays in the process of creating, communicating, and delivering value to customers, as well as society at large.
Relation to Text:
This slide relates to page 7 of the text.
Summary Overview:
This slide defines value in a product or service, as well as the benefits a consumer may experience.
Relation to textThis slide relates pages 7-8 of the text.
Summary OverviewThis slide presents the four key elements of marketing.
Relation to textThis slide relates to material on pages 8-9 of the text.
Summary OverviewThis slide shows the contemporary approach to advertising and promotion, which began in the 1980s. This approach coordinates the various promotional elements and marketing activities that communicate with a firmâs customers.
Relation to Text:
This slide relates to pages 10-12 of the text.
Summary Overview:
This slide presents the value behind an IMC program, as well as the trends that caused companies to adopt the IMC approach.
Relation to Text:
This slide relates to pages 13-15 of the text.
Summary Overview:
This slide presents some of the driving forces behind todayâs marketing revolution.
Relation to textThis slide relates to material found on pages 15-16 of the text.
Summary OverviewWith more and more products and services available to consumers, developing and maintaining brand identity is becoming increasingly important. Well-known brands have a major competitive advantage in todayâs marketplace. A well-defined and coordinated IMC plan contributes to overall brand identity and equity.
Relation to Text:
This slide relates to pages 15-17 of the text.
Summary Overview:
This slide details the effects that a recession has on consumers.
Relation to Text:
This slide relates to pages 15-17 of the text.
Summary Overview:
This slide details the effects that a recession has on companies
Relation to Text:
This slide relates to pages 17-25 of the text.
Summary Overview:
This slide identifies the basic tools used to accomplish an organizationâs communication objectives.
Relation to Text:
This slide relates to pages 18-19 of the text.
Summary Overview:
This slide presents a definition of âadvertising.â
Relation to Text:
This slide relates to page 18 of the text.
Summary Overview:
This slide identifies various forms of mass media and details the benefits of using them.
Relation to Text:
This slide relates to page 20 of the text.
Summary Overview:
This slide presents the various classifications of advertising.
Relation to Text:
This slide relates to pages 19 and 21 of the text.
Summary Overview:
This slide show the various forms of marketing through which direct sales take place.
Relation to Text:
This slide relates to Exhibit 1-8 on page 21 of the text.
Summary Overview:
This slide shows the home page of Under Armourâs website, through which consumers may purchase directly from the company.
Relation to Text:
This slide relates to page 21 of the text.
Summary Overview:
This slide portrays the major tools of direct marketing, as well as the forces behind the shift to direct marketing.
Relation to Text:
This slide relates to pages 21 and 22 of the text.
Summary Overview:
This slide presents various forms of interactive media.
Relation to Text:
This slide relates to pages 22 and 23 of the text.
Summary Overview:
This slide presents ways in which the Internet can be used as a marketing tool.
Relation to Text:
This slide relates to pages 23 and 24 of the text.
Summary Overview:
This slide presents the definition of a sales promotion.
Relation to Text:
This slide relates to page 23 of the text.
Summary Overview:
This slide presents the differences between consumer- and trade-oriented promotions.
Relation to Text:
This slide relates to pages 24 and 25 of the text.
Summary Overview:
This slide defines publicity, and gives its advantages and disadvantages.
Relation to Text:
This slide relates to page 25 of the text.
Summary Overview:
This slide defines public relations and presents its primary objective.
Relation to Text:
This slide relates to page 25 and Exhibit 1-12 of the text.
Summary Overview:
This ad is part of the American Honda Motor Companyâs âValue to Americaâ campaign.
Relation to Text:
This slide relates to page 25 of the text.
Summary Overview:
This slide presents the final element or an organizationâs promotional mix⌠personal selling.
Relation to Text:
This slide relates to Figure 1-5 on page 26 of the text.
Summary Overview:
This figure illustrates various IMC audience contact tools.
Relation to Text:
This slide relates to pages 26-27 of the text and Figure 1-6.
Summary Overview:
This slide presents the four basic categories of touch points.
Relation to Text:
This slide relates to page 28 of the text and Figure 1-7.
Summary Overview:
This slide presents the four major processes required of an IMC program for it to effectively communicate with target audiences.
Relation to Text:
This slide relates to page 29 of the text.
Summary Overview:
This slide lists the five basic elements included in most marketing plans.
Relation to Text:
This slide relates to pages 29-33 of the text.
Summary Overview:
This slide presents a list of things that must be analyzed prior to initiating a promotional program.
Relation to Text:
This slide relates to pages 33 and 34 of the text.
Summary Overview:
This slide outlines the basic communication decisions that must be made.
Relation to Text:
This slide relates to page 34 of the text.
Summary Overview:
This slide identifies the two questions that must be answered before an IMC program can be implemented.
Relation to Text:
This slide relates to pages 34 and 35 of the text.
Summary Overview:
This slide identifies two important aspects of the advertising program⌠the creative strategy and the media strategy.
Relation to Text:
This slide relates to page 35 of the text.
Summary Overview:
This slide presents the final stage of the IMC planning process.
