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- Overview of Integrated Marketing
CHAPTER 1
Communications
© 2010 South-Western, a part of Cengage Learning PowerPoint Presentation by Charlie Cook
All rights reserved. The University of West Alabama
Eighth Edition
- Chapter Objectives
After reading this chapter you should be able to:
1. Appreciate the practice of marketing communications and
recognize the marcom tools used by practitioners.
2. Describe the philosophy and practice of integrated marketing
communications (IMC).
3. Understand the five key features of IMC.
4. Recognize the activities involved in developing an integrated
communications program.
5. Identify obstacles to implementing an IMC program.
6. Understand and appreciate the components contained in an
integrative model of the marcom decision-making process.
© 2010 South-Western, a part of Cengage Learning. All rights reserved. 1–2
- Introduction to Marketing Communications
Introduction
(Marcom)
(Marcom)
Integrated Marketing
Communication (IMC)
Programs
Business-to-Business
Business-to-Consumer Integrated Marcom
(B2B)
(B2C) B2C&B
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 1–3
- The Tools of Marketing Communications
Table 1.1
1. Media Advertising 5. Trade- and Consumer- 6. Event Marketing and
Event
Oriented Promotions Sponsorships
Sponsorships
• TV
TV
• Trade deals and buying • Sponsorship of sporting
• Radio
Radio
allowances events
allowances events
• Magazines
Magazines
• Display and advertising • Sponsorship of arts, fairs,
• Newspapers
Newspapers
allowances and festivals
allowances and
2. Direct Response and
Direct
• Trade shows • Sponsorship of causes
Trade Sponsorship
Interactive Advertising
Interactive
• Cooperative advertising
Cooperative 7. Marketing-Oriented Public
Marketing-Oriented
• Direct mail
Direct
Relations and Publicity
Publicity
• Samples
Samples
• Telephone solicitation
Telephone
8. Personal Selling
• Coupons
Coupons
• Online advertising
Online
• Premiums
Premiums
3. Place Advertising
• Refunds/rebates
Refunds/rebates
• Billboards and bulletins
Billboards
• Contests/sweepstakes
Contests/sweepstakes
• Posters
Posters
• Promotional games
Promotional
• Transit ads
Transit
• Bonus packs
Bonus
• Cinema ads
Cinema
• Price-off deals
Price-off
4. Store Signage and Point-of-
Purchase Advertising
• External store signs
External
• In-store shelf signs
In-store
• Shopping cart ads
Shopping
• In-store radio and TV
In-store
© 2010 South-Western, a part of
Cengage Learning. All rights
Source: Adapted from Figure 1.1 in Kevin Lane Keller, “Mastering the Marketing Communications Mix: Micro and Macro Perspectives on
reserved. 1–4
Integrated Marketing Communication Programs,” Journal of Marketing Management 17 (August, 2001), 823–851.
- The Integration of Marketing
The
Communications
Communications
• Why Not Integrated?
Tradition of separation communication tools
Influence of specialized outside suppliers
Managerial parochialism
Fear of budget cutbacks
Loss of power and authority
Resistance of outside suppliers to broadening their
Resistance
functions
functions
Skeptics who consider IMC to be a fad
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 1–5
- The Integration of Marketing
The
Communications (cont’d)
Communications
• IMC and Synergy
Using multiple communication tools in conjunction
Using
with one another can produce greater results
(synergistic effects) than tools used individually and
than
in an uncoordinated fashion.
in
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 1–6
- And Now a Definition of IMC
• Integrated Marketing Communications (IMC)
• Is a communications process for planning, creation, integration,
Is
and implementation of diverse forms of marcom delivered to a
brand’s targeted customers and prospects
brand’s
• Has as its goal influencing or affecting behavior of targeted
Has
audience
• Considers all touch points a customer/ prospect has with the brand
Considers
as potential delivery channels for messages
• Requires that all of a brand’s communication media deliver a
Requires
consistent message
• Has customer/prospect as its starting point for determining types of
Has
messages and media to inform, persuade, and induce action
messages
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 1–7
- Five Key Features of IMC
Table 1.2
1. Start with the customer or prospect.
2. Use any form of relevant contact or touch point.
3. Speak with a single voice.
4. Build relationships.
5. Affect behavior.
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 1–8
- Key IMC Feature # 1
• The Consumer or Business Customer Must
The
Represent the Starting Point for All Marketing
Communications Activities
Communications
• Takeaway:
Consumers in Control
Outside-in approach: learn the media preferences and
Outside-in
lifestyles of customers/prospects to know the best contexts
to reach them with brand messages.
to
Reduced Dependence on Mass Media
Consumers are increasingly in control of their media choices
Consumers
for acquiring information about brands.
for
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 1–9
- Selecting the Appropriate Marcom Tools
Media-Neutral
Approach
Identify Marcom
Program Goals
Courtesy of WISK®, Unilever United States, Inc.
Determine Best
Way to Allocate
Marketing Budget
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 1–10
- Key IMC Feature # 2
• Use Any and All Marcom Tools
Use
That Are Up to the Task
That
• Takeaway:
360-Degree Branding
A brand’s touch points should be
brand’s touch
everywhere the target audience is.
everywhere
Not All Touch Points
Not
Are Equally Engaging
Are
Surround customers/prospects
Surround
with the message, but not to the
point of being irritatingly present.
point
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 1–11
- Key IMC Feature # 3
• Multiple Messages Must Speak
Multiple
with a Single Voice
with
• Takeaway:
A brand’s positioning statement must:
Present a clear idea of the
Present
brand in its target market’s mind
brand
Consistently deliver the same
Consistently
unified message across all
media channels on all occasions.
media
© 2010 South-Western, a part of
Cengage Learning. All rights © Richard B. Levine / Newscom
reserved. 1–12
- Key IMC Feature # 4
• Build Relationships Rather
Build
Than Engage in Flings
Than
• Takeaway:
Loyalty programs promote long-
term relationships between
term
customers and brands that lead
to customer retention.
to
Experiential marketing programs
can create brand experiences
that make positive and lasting
impressions on customers.
impressions
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 1–13
- Key IMC Feature # 5
• Don’t Lose Focus of the Ultimate Objective: Affect
Don’t
Behavior
Behavior
• Takeaway:
The goal of IMC is to influence the target audience in
The
such a way that the audience engages in a specific
desired behavior.
desired
The effectiveness of an IMC program is judged by its
The
success in terms of its ultimate influence on behavior.
success
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 1–14
- Obstacles to Implementing IMC
• Integration requires tight coordination among all
Integration
elements of a marcom program.
elements
Few providers of marketing communication services
Few
have the diversity of skills required to execute an IMC
program.
program.
Direct-to-customer advertising is more difficult than a
Direct-to-customer
mass media campaign.
mass
The greatest challenge is making sure that all
The
marcom tools are consistently executed.
marcom
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 1–15
- Marketing Communications
• Marketing Communications’ Objective
To enhance brand equity by moving customers to
To
favorable action toward the brand—trying it, repeat
purchasing it, and becoming loyal toward the brand.
purchasing
• Brand Equity
The degree to which consumers favorably perceive
The
the brand’s features and benefits as compared to
competitive brands and how strongly these views are
held in memory
held
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 1–16
- Figure 1.1 Making Brand-Level Marcom Decisions and Achieving
Desired Outcomes
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 1–17
- Fundamental Marcom Decisions
Fundamental
Marcom Program
Decisions
Setting
Positioning
Targeting Budgeting
Objectives
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 1–18
- Fundamental Marcom Decisions (cont’d)
Top-down
(TD)
Top-down/Bottom-up
(TD/BU)
Budgeting
Procedures
Bottom-up/Top-down
(BU/TD)
Bottom-up
(BU)
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 1–19
- Fundamental Marcom Decisions:
Fundamental
Commit-to-Memory Mantra
Commit-to-Memory
All marketing
1. Directed to a specific
communications target market
should be:
2. Clearly positioned
3. Created to achieve
a specific objective
4. Undertaken within
© 2010 South-Western, a part of udget constraints
b
Cengage Learning. All rights
reserved. 1–20
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