Integrated Marketing Communication:

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Integrated Marketing Communication: Advertising, Sales, Promotion, and Public Relations Chapter 12

Road Map: Previewing the Concepts
• Discuss the process and advantages of integrated marketing communications. • Define the five promotion tools and discuss the factors that must be considered in shaping the overall promotion mix. • Describe and discuss the major decisions involved in developing an advertising program.

12 - 2

Road Map: Previewing the Concepts
• Explain how sales promotion campaigns are developed and implemented. • Explain how companies use public relations to communicate with their publics.

12 - 3

Marketing Communications Mix
• • • • • Advertising Sales Promotion Public Relations Personal Selling Direct Marketing

12 - 4

The Need for IMC
• 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 12 - 5

Advertising
• • • • Can reach masses of geographically dispersed buyers. Can repeat a message many times. Is impersonal, one-way communication. Can be very costly for some media types. 12 - 6

Personal Selling
• • • Involves personal interaction between two or more people. Allows relationship building. Most expensive promotion tool.

12 - 7

Sales Promotion
• • • • • Wide assortment of tools. Attracts consumer attention. Offers strong incentives to buy. Invites and rewards quick consumer response. Effects are short-lived. 12 - 8

Public Relations
• • • • • Very believable. Reaches people who avoid salespeople and ads. Can dramatize a company or product. Tends to be used as an afterthought. Planned use can be effective and economical. 12 - 9

Direct Marketing

   

Many forms that share four characteristics:
Nonpublic Immediate Customized Interactive



Well suited to highly targeted marketing.
12 - 10

Advertising
• • •
    

Advertising has been used for centuries. U.S. advertisers spend more than $237 billion each year; worldwide spending approaches $470 billion. Advertising is used by: Business firms Nonprofit organizations Professionals Social agencies Government

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Setting Advertising Objectives
• An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time. Classified by purpose:     Inform Persuade Compare Remind

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Setting the Advertising Budget
• • • • Affordable Percentage-of-Sales Competitive-Parity Objective-and-Task

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Developing Advertising Strategy

 

Consists of two major elements:
Creating advertising messages Selecting advertising media

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The Message Strategy
• • • Identify Customer Benefits Develop Compelling Creative Concept—the “Big Idea” Advertising Appeals Should Be: Meaningful, Believable, & Distinctive 12 - 15

Message Execution
• • • • • Slice of Life Lifestyle Fantasy Mood or Image Musical 12 - 16

• • • •

Personality Symbol Technical Expertise Scientific Evidence Testimonial or Endorsement

Message Execution
• • •
  

Choose a tone Use memorable, attention-getting words Choose correct format elements Illustration Headline Copy
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Selecting Advertising Media



Reach
Percentage of people exposed to ad




Frequency
Number of times a person is exposed to ad




Media Impact
The qualitative value of a message exposure through a given medium 12 - 18

Choosing Media Type

    

Factors to consider:
Media habits of target consumers Nature of the product Type of message Cost Media vehicles  Specific media within each general media type

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Deciding on Media Timing

  

Must decide how to schedule the advertising over the course of a year. Follow seasonal pattern Oppose seasonal pattern Same coverage all year


 

Choose the pattern of the ads...
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