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CHAPTER

2011 McGraw-Hill RyersonLimited

INTEGRATED MARKETINGCOMMUNICATIONS

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LEARNING OBJECTIVES

1 To examine t he impo r t ance o f marke t i ngc o m m u n i c a t i o n s w i t h i n t h e m a r k e t i n g m i x

2 To h igh l ig h t t he e l emen t s o f t he p romot i ona l mix :a d v e r t i s i n g , s a l e s p r o m o t i o n , p u b l i c r e l a t i o n s ,d i r e c t m a r k e t i n g , I n t e r n e t m a r k e t i n g , a n dp e r s o n a l s e l l i n g

3 To in t roduce t he concep t o f i n t eg ra t ed marke t ingc o m m u n i c a t i o n s ( I M C ) b y c o n s i d e r i n g i t se v o l u t i o n , r e n e w e d p e r s p e c t i v e , a n d i m p o r t a n c e

4 To summar i ze a mode l o f t he IMC p l ann ingp r o c e s s a n d t o e x a m i n e t h e s t e p s i n d e v e l o p i n ga m a r k e t i n g c o m m u n i c a t i o n s p r o g r a m

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LEARNINGOBJECTIVE


Market ingcommenta tors haveagreed tha t th i s

campaigns mediaexecut ion madesense and the use r-genera ted content

he lped es tab l i sh thebrand. Do youagree?

DORITOS

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LEARNINGOBJECTIVE


MARKETING

Use of act ivi t ies to create and sustainrelat ionships with customers.This requires:

Two or more par t ies wi th something ofva lue to one ano ther A des i re and abi l i ty to g ive up tha t

someth ing to the o the r pa r ty A way to communica te wi th one ano ther

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LEARNINGOBJECTIVE


THE MARKETING MIX

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LEARNINGOBJECTIVE


COMMUNICATING PRODUCT

Products are a bundle of benefi ts . Adver t i s ing and market ing communica t ionsdraw a t t en t ion towards these benef it s .

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LEARNINGOBJECTIVE



Product symbol ism is developed andmainta ined by market ing communica t ion .Market ing communicat ions presents the

brand and i t s ident i f ica t ion in s i tua t ionstha t wi l l a l low the consumer to v iew thebrand pos i t ive lyMarket ing communicat ion creates themessaging around the brand or corpora teimage to crea te pos i t ive associa t ions .

a lways so good fo r so l i t t l e

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LEARNINGOBJECTIVE



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Brand equity intangible asset of addedvalue or goodwill that results from theoutcome of s trong marketingcommunicat ion.

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LEARNINGOBJECTIVE



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LEARNINGOBJECTIVE


COMMUNICATING PRICE

Marketing communicat ion plays a role inreinforcing consumers bel ief that theproducts benefi ts accurately indicatesthe pr ice decis ion.

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LEARNINGOBJECTIVE


COMMUNICATING PRICE

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LEARNINGOBJECTIVE 2011 McGraw-Hill Ryerson

Limited

COMMUNICATING DISTRIBUTION

Marketing communicat ion often providesinformation as to where a product can bepurchased or what kinds of service mightbe avai lable in var ious locat ions.

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THE PROMOTION MIX

PromotionCoordina t ion of a l l se l le r- in i t ia ted effor t s tse t up channels of informat ion and

persuas ion to se l l goods and serv ices or topromote an idea .

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THE PROMOTIONAL MIX

Advertising

Sales Promotion

Public Relations

Direct Marketing

Internet Marketing

Personal Selling

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ADVERTISING

Non-personal communicat ionHighly pervas ive form of promot ion bes tknown, mos t wide ly d i scussed .

Used to c rea te brand images and symbol icappea l s fo r a company or b rand. Abi l i ty to s t r ike a respons ive chord wi th

consumers .

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ADVERTISING

Valuable for buildi ng company or brandequi tyUsed to create favourable and uniqueimages and associat ions for a brandIs a f lexible tool used for manyindustr ies , s i tuat ions, and targetaudiences

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CLASSIFICATIONS OF ADVERTISING

National Advertising

Retail/Local Advertising

Primary vs. SelectiveDemand Advertising

B to B Advertising

Professional Advertising

Trade Advertising2

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SALES PROMOTION

Activi t ies providing extra value orincentive to sales force or consumer. Activi t ies can be consumer-o r i en t ed ort r a d e - o r i e n t e d .

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PUBLIC RELATIONS

Evaluat ing publ ic a t t i tudesIdentifying policies and procedures ofindividuals or organizat ionsExecuting a program of act ion to gainpubl ic understanding and acceptance.

Cause- re la ted marke t ing

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PUBLIC RELATIONS

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PUBLICITY

Non-personal communicat ions regardingan organizat ion, product , service, oridea.

Communica t ion re aches publ ic in a form notd i rec t ly pa id for by the company.More credib le to consumers than o ther

fo rms o f p romot ion .Lower cos t .

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DIRECT MARKETING

Communication direct ly with targetconsumers to generate a response ort ransact ion.

Is used by companies who distr ibutedirect ly and by those who distr ibutetradit ionally.

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INTERNET MARKETING

Interact ive mediaa l lows fo r ins tan t two way communica t ion Al lows fo r modi f ica t ion of the rece ivedinformat ion by the rece iver

Internet al lows for execution of eachelement of the market ing mix

Interact ivi ty al lows for extendedcommunication and addit ionalcommunicat ion

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LEARNINGOBJECTIVE 2011 McGraw-Hill RyersonLimited

INTERNET MARKETING

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PERSONAL SELLING

Person-to-person communicat ion.Seller encourages prospective buyers topurchase companys product/service or toact on an idea.Direct contact between buyer and sel lergives communicat ion f lexibi l i ty tomarketer.

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PARTICIPANTS IN THEPROMOTIONAL PROCESS

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Evolut ion- Original Defini t ionCoordina tes var ious promot ional andmarket ing ac t iv i t ies which communica te

wi th a f i rms cus tomers . Evolved as companies rea l ized the need fors t ra teg ic in tegra tion o f p romot iona l too l s .Provides c la r i ty, cons is ten cy, and maximumcommunicat ions impac t .

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Evolut ion- Renewed Perspect ive I M C i s a s t ra tegic bus iness processused to p lan , deve lop , execute and

evaluate coordinated , measurable ,persuas ive brand communicat ionprograms wi th consumers ,cus tomers , p rospec ts employees andother re levant external and in ternalaudiences .

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Evolution Newer perspect iveUnif ied communica t ions for cons is ten tmessage and image .

Different ia ted communica t ion to mul t ip legroups .Da tabase -cen tred communica tion fo rtang ib le resu l t s .Rela t ionships fos te r ing communica t ion wi thex i s t ing cus tomers .

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IMPORTANCE OF IMC

IMC important for organizat ions becauseof:

Audience contac ts

Cus tomer s po in t o f v iew Re la t ionsh ip marke t ingConsumer adopt ion of technology and

mediaP lann ing e ff i c iency and e ffec t iveness

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INTEGRATED MARKETINGCOMMUNICATIONS PLANNING

IMC ManagementProcess of p lanning , execut ing , eva lua t ing ,and cont ro l l ing the use of promot ional mix

elements to communica te e ffec t ive ly wi thta rge t aud iences .The resu l t i s the I M C P L A N

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INTEGRATED MARKETINGCOMMUNICATIONS PLANNING MODEL

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Review the Market ing PlanEnsures s t ra teg ic cons i s tency

Situat ion Assessment

In te rna l and ex te rna lDetermine IMC Plan Object ives

Communicat ion ob jec t ives

Develop IMC ProgramsMessage and the media s t ra tegyImplement and Control the Plan


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LEARNING 2011 M G Hill R


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