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An Introduction to Integrated Marketing Communications (IMC). © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin. Chapter plan. What is IMC? Reasons for the growing importance of IMC IMC and branding The promotional mix: The tools of IMC 4. IMC planning process.

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an introduction to integrated marketing communications imc
An Introduction to Integrated Marketing Communications (IMC)

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

chapter plan
Chapter plan

What is IMC?

Reasons for the growing importance of IMC

IMC and branding

The promotional mix: The tools of IMC

4. IMC planning process

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

1 what is imc
1. What is IMC?

Coordinating the various promotional elements to effectively communicate with target audiences

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

traditional approach to marketing communications

Sales

promotion

Direct

response

Packaging

Media

Adver-

tising

Point of

purchase

Public

relations

Publicity

Interactive

marketing

Direct

marketing

Special

events

Traditional Approach to Marketing Communications

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

contemporary imc approach

Sales

promotion

Direct

response

Packaging

Media

Adver-

tising

Point of

purchase

Public

relations

Publicity

Interactive

marketing

Direct

marketing

Special

events

Contemporary IMC Approach

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

2 reasons for the growing importance of imc

From

Toward

Media advertising

Media advertising

Multiple forms of communication

Multiple forms of communication

Mass media

Mass media

Specialized media

Specialized media

Manufacturer dominance

Manufacturer dominance

Retailer dominance

Retailer dominance

General focus

General focus

Data-based marketing

Data-based marketing

Low agency accountability

Low agency accountability

Greater agency accountability

Greater agency accountability

Traditional compensation

Traditional compensation

Performance-based compensation

Performance-based compensation

Limited Internet availability

Widespread Internet availability

2. Reasons for the Growing Importance of IMC

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

3 imc and branding

2005 Brand Value

(Billions of Dollars)

3. IMC and Branding

Brand Identity is a combination of factors: Name, logo, symbols, design, packaging, product or service performance, and image or associations in the consumer’s mind.

1. Coca-Cola $67.52

2. Microsoft $59.94

3. IBM $53.38

4. GE $46.99

5. Intel $35.59

6. Nokia $26.45

7. Disney $26.44

8. McDonald’s $26.01

9. Marlboro $24.84

10. Mercedes $21.19

IMC plays a major role in the process of developing and sustaining brand identity and equity.

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

4 the promotional mix the tools of imc
4. The promotional mix: The tools of IMC

4.1. Advertising

4.2. Direct Marketing

4.3. Internet Marketing

4.4. Sales Promotion

4.5. Public Relations

4.6. Personal Selling

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

4 1 advertising
4.1. Advertising

Paid

Non-personal

Cost effective

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

classifications of advertising

National Advertising

Retail/Local Advertising

Primary vs. Selective Demand Advertising

Consumers

Business-to-Business Advertising

Professional Advertising

Trade Advertising

Organizations

Classifications of Advertising

National Advertising

Retail/Local Advertising

Primary vs. Selective Demand Advertising

Business-to-Business Advertising

Professional Advertising

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

4 2 direct marketing

Direct

Mail

Internet

Sales

Direct

Response

Advertising

Shopping

Channels

Telemarketing

Catalogs

4.2. Direct Marketing

Direct

Mail

Direct

Response

Advertising

DirectMarketing

Shopping

Channels

Telemarketing

Catalogs

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

4 3 internet marketing

Educates or informs customers

A persuasive advertising medium

A sales tool or an actual sales vehicle

Obtains customer database information

Communicates and interacts with buyers

Provides customer service and support

Builds and maintains customer relationships

4.3. Internet marketing

TheInternet

Educates or informs customers

A persuasive advertising medium

A sales tool or an actual sales vehicle

Obtains customer database information

Communicates and interacts with buyers

Provides customer service and support

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

4 4 sales promotion tools
4.4. Sales Promotion Tools

Coupons

Coupons

Trade

Allowances

Samples

Samples

Premiums

Premiums

POP Displays

POP Displays

Contests/Sweepstakes

Contests/Sweepstakes

TrainingPrograms

TrainingPrograms

Refunds/Rebates

Refunds/Rebates

Bonus Packs

Bonus Packs

TradeShows

TradeShows

Loyalty Programs

Loyalty Programs

CoopAdvertising

CoopAdvertising

Events

Events

  • Trade-oriented
  • [For resellers]
  • Consumer-oriented
  • [For end-users]

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

4 5 public relations tools
4.5. Public Relations Tools

Publicity

Vehicles

Special

Publications

Publicity

Vehicles

Special

Publications

Community

Activities

Corporate Advertising

Cause-related Marketing

Community

Activities

Corporate Advertising

Cause-related Marketing

Public Affairs

Activities

Public Affairs

Activities

Special Event

Sponsorship

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

publicity vehicles

Feature

Articles

News

Releases

Interviews

Press

Conferences

Special

Events

Publicity Vehicles

Feature

Articles

News

Releases

Interviews

PublicityVehicles

Special

Events

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

advertising versus publicity
Advertising Versus Publicity

Factor

Advertising

Publicity

Control

Great

Little

Credibility

Lower

Higher

Reach

Undetermined

Measurable

Frequency

Uncontrollable

Schedulable

Cost

Low/Unspecified

High/Specific

Flexibility

Low

High

Timing

Tentative

Specifiable

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

4 6 personal selling
4.6. Personal selling

Face-to-face communication

Mostly used for business customers

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

5 imc planning model

Review of marketing plan

Promotional program situation analysis

Analysis of the communications process

Budget determination

Develop integrated marketing communications programs

Advertising

Sales

promotion

PR/

publicity

Personal

selling

Direct

marketing

Internet/

interactive

Advertising

objectives

Sales

promotion

objectives

PR/

publicity

objectives

Personal

selling

objectives

Direct

marketing

objectives

Internet/

interactive

objectives

Message

strategy

Sales

promotion

strategy

PR/

publicity

strategy

Personal

selling

strategy

Direct

marketing

strategy

Internet/

interactive

strategy

Integrate and implement marketing communications strategies

Monitor, evaluate and control IMC Program

5. IMC Planning Model

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

5 imc planning model19
5. IMC Planning Model

Read the details on page 29

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin