Professional Documents
Culture Documents
An Introduction to Integrated
Marketing Communications
The Modern World of Marketing
1-2
Volkswagen Strategy
Traditional Social
Mass Media
Media
Integrated
Marketing
Strategy
Sports
Point-of- Team
Sale Kits Sponsor
1-3
Punch Dub
1-5
The Role of Marketing
1-6
What is Marketing?
1-7
What is Value?
Customers perception
of all the benefits of a
product or service
Weighed against
costs of acquiring
and consuming it
Benefits can be
Functional
Experiential
Psychological
1-8
The Marketing Mix
The Four Ps
Product
Price
Place
Promotion
1-9
Contemporary IMC Approach
Sales Direct
Packaging
promotion response
Mass
Point of media
purchase advertising
Public
relations
Publicity
Interactive
marketing Direct
Special
marketing
events
1-10
Growing Importance of IMC
Value of IMC
Avoids duplication of marketing efforts
Synergy among promotional tools
More efficient and effective marketing
Database marketing
1-12
The Role of IMC in Branding
Image or
Performance
Associations
Logo Design
Symbols
1-13
Building Brands in a Recession
Consumers
1-14
Building Brands in a Recession
Companies
1-15
Test Your Knowledge
1-16
The Promotional Mix
Interactive/
Direct
Advertising Internet
Marketing
Marketing
Publicity/
Sales Personal
Public
Promotion Selling
Relations
1-17
Advertising
Mass media
TV
Radio
Magazines
Newspapers
Benefits
Cost effective
Large audiences
1-19
Advertising Classifications
National
Retail / Local
Business-to-Business
Professional
Trade
Organizations
1-20
Forms of Direct Marketing
Direct
Direct Mail Catalogs
Response Ads
1-21
Direct Response Advertising
1-22
Direct Response Advertising
1-23
Interactive Marketing
Interactive media
Internet
Kiosks
Interactive television
Cell phones
Other mobile devices
1-24
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
1-25
Sales Promotion
Sales Ultimate
Force Consumer
Retailers
1-26
Consumer vs. Trade Promotions
Promotional/merchandising
allowances, price deals, sales
Trade- contests, trade shows
oriented Wholesalers, distributors, retailers
1-27
Publicity
A news story,
editorial, or High credibility and
announcement to low cost
a mass audience
Not directly paid for
or run under
identified sponsor
1-28
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
1-29
Public Relations
1-30
Personal Selling
Person-to-person communication
A seller attempts to assist and/or
persuade prospective buyers to make a
purchase or act on an idea
1-31
IMC Audience Contact Tools
1-32
Touch Points: Control vs. Impact
1-33
IMC Planning Model
Review of marketing plan
Promotional program situation analysis
Analysis of the communications process
Budget determination
1-35
Promotional Program Situational Analysis
Internal External
1-36
Analysis of Communications Process
Communication decisions
Source and message
Communication channels
Media mix
Costs
Marketing goals
Communication objectives
1-37
Budget Determination
1-38
Developing the IMC Program
IMC Strategies
Creative Media
1-39
Monitoring, Evaluation, Control
Basic Goals
1-40