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Integrated Marketing Communications (IMC ): Advertising, Promotion, PR, and Direct MKTG

Dr. Close. Integrated Marketing Communications (IMC ): Advertising, Promotion, PR, and Direct MKTG. "Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does." -- Steuart Henderson Britt. Strategic Goals of Mkt Comm.

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Integrated Marketing Communications (IMC ): Advertising, Promotion, PR, and Direct MKTG

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  1. Dr. Close Integrated Marketing Communications (IMC): Advertising, Promotion, PR, and Direct MKTG

  2. "Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does." -- Steuart Henderson Britt

  3. Strategic Goals of MktComm • Create awareness • Build positive images • Identify prospects • Build channel relationships • Retain customers VS

  4. IMC • Integrated marketing communications • Disjointed campaigns are horrible • Use SYNERGISTIC combination of your tools • Message should be complementary/ consistent (VW Bug as retro-hip) • Experts who specialize must work together • Don’t have to choose between sales promo, personal selling, & ads (use some of each to reach more of your target market)

  5. IMC Tool: Advertising • Promotion Methods a.k.a. The Promotion Mix • Advertising: paid, impersonal promotions by identified sponsor(s) • Traditional big markets, but adaptable to smaller • Low cost/contact (LA Times: 2 cents/per) • Difficult to measure impact • Not adaptable, inflexible

  6. IMC Tool: Sales Promos • Promotion Methods (cont…) • Sales promotion (coupons, POP, samples, tradeshow) • Added value or incentive in regard to a particular product • May complement personal and mass selling (bonus) • Targets • Final consumers: coupons, freq. shopper • Middleman: gifts, price breaks • Company sales force: bonuses, training • $3 SP for $1 ads

  7. IMC Tool: Publicity and PR • Promotion Methods (cont…) • Publicity; unpaid, impersonal promotions (talk show, movie premiere, charity, cars, etc; Rosanne) • Do not pay media costs (magazine article) • Perceived credibility; negativity Publicity has far more value than advertising, but you must give reporters a reason to write about you. Photo: Michel O’Sullivan

  8. IMC Tool: WOM/eWOM • Promotion Methods (cont…) • Word of mouth: “WOM is the most important marketing element that exists” Gordon Weaver, Paramount Pictures. Do you agree? • Unpaid, personal promotions (after ads – PLC) • Very high credibility (friends, business acquaintances, employees) • Try for opinion leaders (may pay to stimulate; teens; movies; fashions) • Usually negative (respond to complaints)

  9. IMC Tool: Personal Selling • Promotion Methods (cont…) • Personal selling; paid, personal promotions; direct spoken communication • Adaptable to each target • Immediate feedback • Very expensive ($200/contact) • More spending on p.s. than ads

  10. Integrated Marketing Approach How Various Promotion Tools Might Contribute to the Purchase of a Hypothetical Product

  11. Some Differences between Traditional Marketing Communication Efforts and Integrated Marketing Communications

  12. Advertising: Planning and Strategy • Objectives • Generalist viewpoint – Concerned with sales, profits, and return on investment • Middle viewpoint – Sees advertising as a competitive weapon • Specialist viewpoint – Concerned with the effects of specific ads or campaigns • In the long run and often in the short run, advertising is justified on the basis of the revenue it produces • Approach that aids intelligent decision making is needed

  13. Developing Advertising Objectives: Nine Questions • Does the advertising aim at immediate sales? • Does the advertising aim at near-term sales? • Does the advertising aim at building a long-range consumer franchise? • Does the advertising aim at helping increase sales? • Does the advertising aim at some specific step that leads to a sale?

  14. Developing Advertising Objectives: Nine Questions • How important are supplementary benefits of advertising? • Should the advertising impart information needed to consummate sales and build customer satisfaction? • Should advertising build confidence and goodwill for the corporation? • What kind of images does the company wish to build?

  15. Advertising Decisions • Key decisions to be made include • Determining the size of the advertising budget • Allocation of the advertising budget • Important to remember that brand equity and consumer preference for brands drive market share

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