1. An Introduction to Integrated Marketing Communications
CH 1
An Introduction to Integrated Marketing Communications

2. The Modern World of Marketing
Rapidly changing media environment
Mass media losing viewers, readers, listeners
Digital media targets narrow audience
Consumers not content to be passive message recipients
Information now obtained from a myriad of sources

3. 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

4. Advertising & Promotion Nonprofit Organizations
The Role of Marketing
Advertising & Promotion
Nonprofit Organizations
Inform customers of a product or service
Convince them of its ability to satisfy their wants or needs
Help develop and sustain relationships
Solicit donations
Offer intangible social and psychological satisfactions

5. The activity, set of institutions, and processes for…
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

6. What is Value?
Customer’s perception of all the benefits of a product or service
Benefits can be…

7. The Marketing Mix
The Four Ps

8. 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
Movement away from mass media advertising toward more targeted tools such as event marketing, direct mail, Internet

9. The Role of IMC in Branding
Image or Associations
Performance
Name
Brand Identity
Packaging
Logo
Design
Symbols

10. The Promotional Mix Advertising Direct Marketing
Interactive/ Internet Marketing
Sales Promotion
Publicity/ Public Relations
Personal Selling

11. Paid, nonpersonal communication
Advertising
Paid, nonpersonal communication
About an organization, product, service, or idea
With an identified sponsor
No immediate feedback from audience

12. Non-Personal Media Mass media Benefits TV Radio Magazines Newspapers
Cost effective
Large audiences

13. Advertising Classifications
Consumers
National
Retail / Local
Primary / Selective Demand
Business-to-Business
Organizations
Professional
Trade

14. Forms of Direct Marketing
Direct Mail
Catalogs
Direct Response Ads
Telemarketing
Direct Selling
Database Management
Shopping Channels
Internet Sales

15. Direct Response Advertising
Encourages consumers to purchase directly from the manufacturer

16. Direct Response Advertising
Major Tools
Forces for Change

17. Interactive Marketing
Interactive media
Internet
Kiosks
Interactive television
Cell phones
Other mobile devices

18. 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

19. Consumer vs. Trade Promotions
Consumer-oriented
Encourages immediate purchases
Trade-oriented
Wholesalers, distributors, retailers

20. Publicity A news story, editorial, or announcement to a mass audience
High credibility and low cost
Not directly paid for or run under identified sponsor
Is sometimes unfavorable
Not always under company control

21. Public Relations
Uses publicity and other tools

22. Person-to-person communication
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

23. Touch Points: Control vs. Impact

24. IMC Planning Model Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
objectives
Message
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive

25. 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

26. Promotional Program Situational Analysis
Internal
External
Firm’s promotional organization/capabilities
Review of previous programs and results
Assess firm/brand image
Assess strengths and weaknesses of product or service
Customer analysis
Competitive analysis
Environmental analysis

27. Analysis of Communications Process
Communication decisions
Source and message
Communication channels
Media mix
Costs
Marketing goals
Communication objectives

28. Budget Determination What will the promotional program cost?
How will the money be allocated?

29. Developing the IMC Program
IMC Strategies
Creative
Media

30. Monitoring, Evaluation, Control
Basic Goals
Determine how well the program is doing, and why
Problem correction
Continual management feedback
Input for future promotions/strategies