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An Introduction to Integrated
Marketing Communications
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Integrated Marketing Approach
Sales
Special
Point of promotion
events
purchase Interactive
marketing
Media
Packaging
Adver-
tising
Public
relations
Publicity Direct
Direct
marketing response
Contemporary IMC Approach
Sales Direct
Packaging
promotion response
Media
Point of
purchase Adver-
Public
tising relations
Publicity
Interactive
marketing Direct
Special
marketing
events
Defining IMC
• Strategic integration of
communications functions
– Avoids duplication
– Synergy among promotional tools
– More efficient and effective marketing
• Rapidly changing environment
– Consumers
– Technology
– Media
Behind the Growing Importance of IMC
From Toward
Media advertising Multiple forms of communication
– Performance
– Image or associations
The Most Valuable Brands in the World
Brand Value
Rank Brand (Billions)
1 Coca-Cola $65.32
2 Microsoft 58.71
3 IBM 57.09
4 General Electric 51.57
5 Nokia 33.70
6 Toyota 32.07
7 Intel 30.95
8 McDonald’s 29.39
9 Disney 29.21
10 Mercedes-Benz 23.57
Finding New Ways to Build Brands
Advertising
Direct Marketing
Interactive/
Internet Marketing
Sales Promotion
Publicity/Public
Relations
Personal Selling
Advertising
Direct
Mail
Direct
Internet
Response
Sales Advertising
Direct
Marketing
Shopping
Telemarketing
Channels
Catalogs
Direct Marketing
• Back-and-forth communication
– Users participate in and modify the form
and content of information
– Happens in real time
• Interactive media
– Internet
– CD-ROMs
– Kiosks
– Interactive television
– Digital cell phones
Using the Internet as an IMC Tool
The
Internet
Coupons
Samples Trade Allowances
Premiums
POP Displays
Contest/Sweepstake
Refunds/Rebates Training Programs
Bonus Packs Trade Shows
Loyalty Programs Co-op Advertising
Events
Consumer-oriented Trade-oriented
[For end-users] [For resellers]
Sales Promotion
• Publicity—nonpersonal communications
about an organization, product, service, or
idea that is not directly paid for nor run
under identified sponsorship.
• Public Relations—a management function
which evaluates public attitudes, identifies
the public policies and procedures of an
individual or organization with the public
interest, and executes a program of action
to earn public understanding and
acceptance.
Publicity Vehicles
Companies attempt
to get the media
to cover or run favorable Feature
stories on their Articles
products, services, or causes.
Interviews
News
Releases Publicity
Vehicles
Special
Press
Events
Conferences
Publicity…continued
Advantages of Publicity:
• credibility of publicity is usually higher
than other forms of marketing
communication
• low cost way of communicating
• often has news value and generates
word-of-mouth discussion among
consumers
Public Relations
• Systematically planning and
distributing information in an
attempt to control and manage
image and the nature of the
publicity received.
• The management function which
evaluates public attitudes,
identifies the policies and
procedures of an individual with
the public interest.
• Executes a program of action to
earn public understanding and
acceptance
Publicity / Public Relations
Cause-related
Marketing
Publicity Special
Vehicles Publications
Community Corporate
Activities Advertising
• Person-to-person communication
– A seller attempts to assist and/or
persuade prospective buyers to make a
purchase or act on an idea
Personal Selling
• Personal selling involves direct contact
between buyer and seller.
• This can be face-to-face or through some
form of telecommunications, such as
telephone sales.
• This interaction allows the seller to see or
hear the potential buyer’s reactions and
modify the message accordingly.
Personal Selling
Advantages:
• direct contact between buyer and seller
allows for more communication flexibility
• can tailor and adapt message to specific
needs or situation of the customer
• allows for more immediate and direct
feedback
• promotional efforts can be targeted to
specific markets and customers who are
best prospects
The IMC Planning Process
Planning
Executing
Evaluating
Controlling
Basic Elements of a Marketing Plan
Budget determination