12. Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations. ROAD MAP: Previewing the Concepts. Discuss the process and advantages of integrated marketing communications.
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Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations
Two factors are changing the face of today’s marketing communications:
As mass markets have fragmented, marketers
are shifting away from mass marketing
Vast improvements in information technology
are speeding the movement toward segmented
Using IMC, the company carefully
integrates and coordinates its many
communication channels to deliver
a clear, consistent, and compelling
message about the organization
and its brands.
Progresso makes side-by-side comparisons of its soup versus Campbell’s, inviting consumers to “Enjoy a better soup…with a more adult taste.”
Based on What the Company Thinks it Can Afford
Based on a Percentage of Current or Forecasted SalesSetting the Advertising Budget
Set Budget to Match Competitors
Set Objectives, Determine Tasks to Achieve Objectives,
Sum of Task Costs Equals Budget
Identify Customer Benefits
Develop Compelling Creative Concept
The “Big Idea”
Advertising Appeals Should Be
Meaningful, Believable, & Distinctive
The new wave of personal video recorders, such as TiVo, has armed viewers with an arsenal of new-age zipping and zapping weapons.
Slice of Life
Mood or Image
Nike’s association with Michael Jordan helps the brand succeed, but also emphasizes the qualities that Nike stands for.
Click the picture above to play video
These days, it seems as though almost every company is using humor in its advertising, even the scholarly American Heritage Dictionary.
Measure the communication effects of an ad.
Measure the sales effects of an ad.
Is the ad increasing sales?
A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs.
Today’s food marketers are using more and more push promotions, including consumer price promotions.
Offers a trial amount of a product
Savings when purchasing specified products
Refund of part of the purchase price by mail
Reduced prices marked on the label or package by producer
Goods offered free or low cost as an incentive to buy a product
Articles imprinted with an advertiser’s name given as gifts
Cash or other award offered for regular use of a product or service
Displays or demonstrations at the point of purchase or sale
Consumers submit an entry to be judged by a panel
Consumers submit their names for a drawing
Consumers receive something each time they buy which may help them win a prize
Persuade resellers to carry a brand
Give a brand shelf space
Promote brand in advertising
Push brand to customers
Specialty Advertising Items
Generate business leads
More than 4,300 trade shows take place every year, drawing as many as 85 million people.
Set Conditions for ParticipationDeveloping the Sales Promotion Program
Decide How to Promote and
Distribute the Promotion Program
Decide on the Length of the Program
Evaluate the Program
Public relations is used to promote products, people, places, ideas, activities, organizations, and even nations. New York City turned its image around when its “I Love New York!” campaign took root, bringing millions more tourists to the city.