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An Introduction to Integrated
Marketing Communications
McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed
The Modern World of Marketing
• Rapidly changing media environment
1-2
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
1-3
What is Marketing?
The activity, set of institutions, and
processes for…
creating, communicating, delivering,
and exchanging offerings that have…
value for customers, clients, partners,
and society at large
1-4
The Marketing Mix
• The Four Ps
• Product
• Price
• Place
• Promotion
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Contemporary IMC Approach
Sales Direct
Packaging
promotion response
Mass
Point of media
purchase advertising
Public
relations
Publicity
Interactive
marketing Direct
Special
marketing
events
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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
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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
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The Role of IMC in Branding
Image or
Performance
Associations
Name Brand Packaging
Identity
Logo Design
Symbols
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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
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Building Brands in a Recession
Companies
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
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The Promotional Mix
Interactive/
Interactive/
Direct
Direct
Advertising
Advertising Internet
Internet
Marketing
Marketing Marketing
Marketing
Publicity/
Publicity/
Sales
Sales Personal
Personal
Public
Public
Promotion
Promotion Selling
Selling
Relations
Relations
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Advertising
• Paid, nonpersonal communication
• About an organization, product,
service, or idea
• With an identified sponsor
• No immediate feedback from audience
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Non-Personal Media
• Mass media
• TV
• Radio
• Magazines
• Newspapers
• Benefits
• Cost effective
• Large audiences
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Advertising Classifications
National
National
Retail
Retail // Local
Local
Primary
Primary // Selective
Selective Demand
Demand
Consumers
Business-to-Business
Business-to-Business
Professional
Professional
Trade
Trade
Organizations
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Forms of Direct Marketing
Direct
Direct
Direct Mail
Direct Mail Catalogs
Catalogs Response Ads
Response Ads
Telemarketing
Telemarketing Direct Selling
Direct Selling
Database
Database Shopping
Shopping Internet
Internet
Management
Management Channels
Channels Sales
Sales
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Direct Response Advertising
• Encourages consumers to purchase
directly from the manufacturer
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Direct Response Advertising
Major Tools Forces for Change
Direct Mail Changing Lifestyles
Television Credit Cards
Magazines Toll-free Numbers
Internet Rapid Internet Growth
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Interactive Marketing
• Interactive media
• Internet
• Kiosks
• Interactive television
• Cell phones
• Other mobile devices
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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
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Sales Promotion
Marketing activities that provide
extra value or incentives to the…
Sales Ultimate
Force Consumer
Retailers
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Consumer vs. Trade Promotions
Consumer- Couponing, sampling, premiums,
oriented rebates, contests, sweepstakes,
POP materials
Encourages immediate purchases
Promotional/merchandising
allowances, price deals, sales
Trade- contests, trade shows
oriented Wholesalers, distributors, retailers
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Publicity
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Publicity
AA news
news story,
story,
editorial,
editorial, or
or High
High credibility
credibility and
and
announcement
announcement to to low
low cost
cost
aa mass
mass audience
audience
Not directly paid for
or run under
identified sponsor
Is
Is sometimes
sometimes Not
Not always
always under
under
unfavorable
unfavorable company
company control
control
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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
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Public Relations
• Uses publicity and
other tools
• Special publications
• Community activities
• Fund-raising events
• Sponsorships
• Public affairs
activities
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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
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IMC Audience Contact Tools
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IMC 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
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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
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Promotional Program Situational Analysis
Internal External
Firm’s promotional Customer analysis
organization/capabilities Competitive analysis
Review of previous
Environmental analysis
programs and results
Assess firm/brand
image
Assess strengths and
weaknesses of product
or service
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Analysis of Communications Process
• Communication decisions
• Source and message
• Communication channels
• Media mix
• Costs
• Marketing goals
• Communication objectives
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Budget Determination
• What will the promotional program cost?
• How will the money be allocated?
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Developing the IMC Program
IMC Strategies
Creative Media
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Monitoring, Evaluation, Control
Basic Goals
Determine how well the program
is doing, and why
Problem correction
Continual management feedback
Input for future promotions/strategies
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IMC PLAN PROCESS
• INTRODUCTION OF COMPANY
(ORGANIZATION)
• PROGRAM OBJECTIVES & COMMUNICATION
MESSAGES
• SWOT ANALYSIS
• MARKET SEGMENTATION & POSITIONING
• COMMUNICATION OBJECTIVES &
BUDGETING
• CREATIVE STRATEGY
• IMC MIX
• PERFORMANCE EVALUATION 1-36
