Integrated Marketing Communications Jeremy Kees, Ph.D.

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Presentation transcript:

Integrated Marketing Communications Jeremy Kees, Ph.D.

Some initial thoughts… Because we are exposed to somewhere between 3,000-5,000 marketing messages per day….. CLUTTER is the result!! It’s a viscous cycle... –Advertising = clutter = MORE ADVERTISING = MORE CLUTTER = EVEN MORE ADS….

Is nothing sacred anymore???

So, what is the best way for marketers to reach you?? 1.What resonates with you? 2.What is a waste?

Integrated Marketing Communications The means by which firms attempt to inform, persuade, and remind consumers—directly or indirectly—about the products and brands they sell IMC includes all marketing communications

An example… Includes advertising, but is much broader… –Mastercard’s “priceless” campaign Spots 1, 2, 3123 Website – priceless.compriceless.com Viral/WOM Marketing… –Orbitz gum Example… TV spot Phone Call

Elements of the IMC “Promotional Mix” Advertising Sales Promotions Direct Marketing Product Placement Public Relations Publicity Event Marketing Personal Selling Search Engine Optimization Blogs Podcasts Etc…

Objectives of IMC First, back to the basics Then, some general approaches Finally, some specific objectives

A BASIC MODEL OF COMMUNICATION

General approaches… “Selling” / “Persuading” –Targeted at our head –Cognitive appeals “Brand Building” –Targeted at our heart –Affective/Emotional appeals Video

Setting Objectives Inform Persuade Remind Reinforce What is the goal? Heinz? Honda? CogCog Based on the PLC…

Thursday…. Guest Speaker –Brian Papson, Director of Marketing Villanova Athletics Next week –Elements of Promotional Strategy