Integrated Marketing Communications 10 C H A P T E R

Integrated Marketing Communications Integrated Marketing Communications (IMC) “…the strategic, coordinated use of promotional elements to ensure maximum persuasive impact on the firm’s current and potential customers.” Reasons that IMC is important: Foster’s long-term relationships Reduces or eliminates promotional redundancies Technology allows better targeting of customers

Components of IMC Strategy Exhibit 10.1

Strategic Issues in Integrated Marketing Communications IMC must have clear promotional goals and objectives The AIDA Model Attention Interest Desire Action Promotional goals with respect to the supply chain Push or Pull Strategy?

Promotional Strategy over the Product Life Cycle Exhibit 10.2

Discussion Question Review the steps in the AIDA model. In what ways has promotion affected you in various stages of this model? Does promotion affect you differently based on the type of product in question? Does the price of the product (low vs. high) make a difference in how promotion can affect your choices? Explain.

Advertising Types of Advertising Determining the Advertising Budget Institutional Advertising Product Advertising Determining the Advertising Budget Objectives and task approach Percentage of sales approach Competitive matching approach Arbitrary approach

Spending on National Advertising Exhibit 10.3

Online Advertising Placements by Industry Exhibit 10.4

Top 20 Internet Advertisers Exhibit 10.5

Recall of Advertising Slogans for Major Brands Exhibit 10.6

Discussion Question What does the future hold for traditional mass media advertising? If you were the CEO of a major television network, magazine publisher, or newspaper company, what you be doing now to ensure the livelihood of your company in 10 to 20 years?

The End of TV Advertising? Consumers are faced with an increasing array of media and entertainment choices (e.g. TiVo, iPods, DVDs, video games, cell phones). Do these competitors spell the end for traditional television advertising? What can TV executives do to retain this critical source of revenue? Beyond the Pages 10.1

Marketing Strategy in Action The Dairy Board’s “Got Milk” campaign is a very good example of successful product advertising. How does this type of advertising benefit all sellers in the market? What is the primary goal of this type of advertising?

Evaluating Advertising Effectiveness Key Considerations: Evaluating the achievement of advertising objectives Assessing the effectiveness of advertising copy, illustrations, and layouts Evaluating the effectiveness of various media Timing of Evaluations: Pretest During Posttest

Public Relations Public Relations Methods Negative Public Relations Honest is the best policy Open access to information is critical News (or press) releases Event sponsorship - Feature articles - Product placement White papers - Employee relations Press conferences

The Strongest and Weakest Corporate Reputations Exhibit 10.7

Personal Selling and Sales Management The Sales Management Process Developing Sales Force Objectives Determining Sales Force Size Recruiting and Training Salespeople Controlling and Evaluating the Sales Force The Impact of Technology on Personal Selling

Comparison of Sales Force Compensation Methods Exhibit 10.8

Sales Promotion Sales Promotion in Consumer Markets Sales Promotion in Business Markets Coupons Point-of-purchase Rebates Premiums Product samples Contests and sweepstakes Loyalty programs Direct mail Trade allowances Cooperative advertising Free merchandise Selling incentives Training assistance

Spending on Various Sales Promotion Activities Exhibit 10.9

Discussion Question What would happen if a company suddenly stopped using sales promotion activities after having used them for a long period of time? Is it possible for a company to become dependent on the use of sales promotion strategies? Explain.