Transcription
An Introduction toIntegrated MarketingCommunications 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The Growth of Advertising and PromotionExpenditure in Billions of DollarsU.S. AdvertisingU.S. SalesPromotion20021980AdvertisingOutside U.S. 0 50 100 150 200 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 250 300
IMC–Audience Contact PointsPointPoint nteractiveMediaMediaDirectDirect adcastMediaMediaOutdoorOutdoor 2003 McGraw-Hill Companies, Inc., nts
IMC Principles Extend Worldwide 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Traditional Approach to MarketingCommunicationsPoint gDirectResponseInteractiveMarketing 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Contemporary IMC ApproachPackagingSalesPromotionPoint pecialEvents 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The US Army Uses TV Advertising asPart of Its IMC Program*Click outside of the video screen to advance to the next slide 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Marketing Revolution and Shifting TidesFromTowardMediaMedia AdvertisingAdvertisingMultipleMultiple FormsForms ofof CommunicationCommunicationMassMass MediaMediaSpecializedSpecialized MediaMediaManufacturerManufacturer DominanceDominanceRetailerRetailer DominanceDominanceGeneralGeneral FocusFocusDataData BasedBased MarketingMarketingLowLow AgencyAgency AccountabilityAccountabilityGreaterGreater AgencyAgency AccountabilityAccountabilityTraditionalTraditional CompensationCompensationPerformancePerformance BasedBased CompensationCompensationLimitedLimited InternetInternet AvailabilityAvailabilityWidespreadWidespread InternetInternet AvailabilityAvailability 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Dell Focuses on Building a RelationshipWith Customers 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
IMC and BrandingBrandBrand IdentityIdentity isis aacombinationcombination ofof factors:factors:Name,Name, logo,logo, symbols,symbols,design,design, packaging,packaging,productproduct oror serviceserviceperformance,performance, andand imageimageoror associationsassociations inin thetheconsumer’sconsumer’s mind.mind.IMCIMC playsplays aa majormajor roleroleinin thethe processprocess ofofdevelopingdeveloping andandsustainingsustaining brandbrandidentityidentity andand equity.equity.2003 Brand Value(Billions of Dollars)1. Coca-Cola2. Microsoft3. IBM4. GE5. Intel6. Nokia7. Disney8. McDonald’s9. Marlboro10. Mercedes 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 70.5 65.1 51.8 42.3 31.1 29.4 28.0 24.7 22.2 21.4
Intel’s Advertising Helps Build Brand Equity*Click outside of the video screen to advance to the next slide 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Coordinated Marketing MixElements Build Image 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Basic Elements of the Promotional MixAdvertisingAdvertisingDirectDirect Internet MarketingMarketingSalesSales RelationsRelationsPersonalPersonal SellingSelling 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Classifications of AdvertisingNationalNational AdvertisingAdvertisingRetail/LocalRetail/Local AdvertisingAdvertisingPrimaryPrimary vs.vs. SelectiveSelectiveDemandDemand sBusiness-to-Business AdvertisingAdvertisingProfessionalProfessional AdvertisingAdvertisingTradeTrade AdvertisingAdvertising 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinOrganizations
Great Advertising Can Strike aResponsive Chord with Consumers*Click outside of the video screen to advance to the next slide 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
An Example of “B-to-B” Advertising 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Direct Marketing is Part of alogsCatalogingCatalogs 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Bose Uses Direct Response Advertising 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Using the Internet as an IMC ToolTheTheInternetInternetEducatesEducates tionAA diumCommunicatesCommunicatesandand InteractsInteractsWithWith BuyersBuyersAA SalesSales ToolTooloror anan ActualActualSalesSales iceService andandSupportSupport 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinBuildsBuilds ipsRelationships
American Airlines EncouragesCustomers to Do It All Online 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Sales Promotion /SweepstakesPOP efunds/RebatesBonus PacksLoyalty ProgramsEvents Consumeroriented [For end-users] Tradeoriented [For resellers] 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Various Uses of Sales PromotionIntroduceIntroduce titionEnhanceEnhancePersonalPersonal SellingSellingGetGet ExistingExistingCustomersCustomers totoBuyBuy MoreMoreSalesSalesPromotionPromotionTieTie InInAdvertisingAdvertising &&PersonalPersonal SellingSellingAttractAttract NewNewCustomersCustomersMaintainMaintain SalesSales InInOffOff SeasonSeasonIncreaseIncrease RetailRetailInventoriesInventories 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Advertising Versus tativeTentative 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Publicity ecialSpecialEventsEvents 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Public Relations blicationsCorporateAdvertisingPublic AffairsActivitiesCause-relatedMarketingSpecial EventSponsorship 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
DuPont Uses Advertising to EnhanceIts Corporate Image 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Integrated Marketing Communications Planning ModelReview of Marketing PlanPromotional Program Situation AnalysisAnalysis of the Communications ProcessBudget DeterminationDevelop Integrated Marketing Communications net/InteractiveStrategyIntegration & Implementation of Marketing Communications StrategiesMonitor, Evaluate & Control Promotional Program 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The Marketing Plan1.1. AA detaileddetailed situationsituation analysisanalysis2.2. SpecificSpecific marketingmarketing objectivesobjectives3.3. AA marketingmarketing strategystrategy andand programprogram4.4. AA programprogram forfor implementingimplementing thethe strategystrategy5.5. AA processprocess forfor monitoringmonitoring andand evaluatingevaluating performanceperformance 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The Growth of Advertising and Promotion Expenditure in Billions of Dollars 0 50 100 150 200 250 300 Advertising Outside U.S. U.S. Sales Promotion U.S. Advertising 2002 . Integrated Marketing Communications Planning Model Promotional Program Situation Analysi
