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PowerPoint Presentation by Charlie CookThe University of West Alabama
PowerPoint Presentation by Charlie CookThe University of West Alabama
Source: Adapted from Figure 1.1 in Kevin Lane Keller, “Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing Communication Programs,” Journal of Marketing Management 17 (August, 2001), 823–851.
1.1. Media AdvertisingMedia Advertising
• • TVTV
• • RadioRadio
• • MagazinesMagazines
• • NewspapersNewspapers
2.2. Direct Response and Direct Response and Interactive AdvertisingInteractive Advertising
• • Direct mailDirect mail
• • Telephone solicitationTelephone solicitation
• • Online advertisingOnline advertising
3.3. Place AdvertisingPlace Advertising
• • Billboards and bulletinsBillboards and bulletins
• • PostersPosters
• • Transit adsTransit ads
• • Cinema adsCinema ads
4.4. Store Signage and Point-of-Store Signage and Point-of-Purchase AdvertisingPurchase Advertising
• • External store signsExternal store signs
• • In-store shelf signsIn-store shelf signs
• • Shopping cart adsShopping cart ads
• • In-store radio and TVIn-store radio and TV
5.5. Trade- and Consumer-Trade- and Consumer-Oriented PromotionsOriented Promotions
• • Trade deals and buying Trade deals and buying allowancesallowances
• • Display and advertising Display and advertising allowancesallowances
The Integration of Marketing The Integration of Marketing CommunicationsCommunications
• Why Not Integrated?Why Not Integrated? Tradition of separation communication toolsTradition of separation communication tools Influence of specialized outside suppliersInfluence of specialized outside suppliers Managerial parochialismManagerial parochialism
Fear of budget cutbacksFear of budget cutbacks Loss of power and authorityLoss of power and authority
Resistance of outside suppliers to broadening their Resistance of outside suppliers to broadening their functionsfunctions
Skeptics who consider IMC to be a fadSkeptics who consider IMC to be a fad
The Integration of Marketing The Integration of Marketing Communications (cont’d)Communications (cont’d)
• IMC and SynergyIMC and Synergy Using multiple communication tools in conjunction Using multiple communication tools in conjunction
with one another can produce greater results with one another can produce greater results ((synergistic effectssynergistic effects) than tools used individually and ) than tools used individually and in an uncoordinated fashion.in an uncoordinated fashion.
And Now a Definition of IMCAnd Now a Definition of IMC
• Integrated Marketing Communications (IMC)Integrated Marketing Communications (IMC)• Is a communications process for planning, creation, integration, Is a communications process for planning, creation, integration, and implementation of diverse forms of marcom delivered to a and implementation of diverse forms of marcom delivered to a brand’s targeted customers and prospectsbrand’s targeted customers and prospects
• Has as its goal influencing or affecting behavior of targeted Has as its goal influencing or affecting behavior of targeted audience audience
• Considers all touch points a customer/ prospect has with the brand Considers all touch points a customer/ prospect has with the brand as potential delivery channels for messages as potential delivery channels for messages
• Requires that all of a brand’s communication media deliver a Requires that all of a brand’s communication media deliver a consistent message consistent message
• Has customer/prospect as its starting point for determining types of Has customer/prospect as its starting point for determining types of messages and media to inform, persuade, and induce actionmessages and media to inform, persuade, and induce action
• The Consumer or Business Customer Must The Consumer or Business Customer Must Represent the Starting Point for All Marketing Represent the Starting Point for All Marketing Communications ActivitiesCommunications Activities
• Takeaway:Takeaway: Consumers in ControlConsumers in Control
Outside-in approach: learn the media preferences and Outside-in approach: learn the media preferences and lifestyles of customers/prospects to know the best contexts lifestyles of customers/prospects to know the best contexts to reach them with brand messages.to reach them with brand messages.
Reduced Dependence on Mass MediaReduced Dependence on Mass Media Consumers are increasingly in control of their media choices Consumers are increasingly in control of their media choices
for acquiring information about brands.for acquiring information about brands.
Present a clear idea of the Present a clear idea of the brand in its target market’s mindbrand in its target market’s mind
Consistently deliver the same Consistently deliver the same unified message across all unified message across all media channels on all occasions.media channels on all occasions.
term relationships between term relationships between customers and brands that lead customers and brands that lead to customer retention.to customer retention.
Experiential marketing programsExperiential marketing programs can create brand experiences can create brand experiences that make positive and lasting that make positive and lasting impressions on customers.impressions on customers.
• Don’t Lose Focus of the Ultimate Objective: Don’t Lose Focus of the Ultimate Objective: Affect BehaviorAffect Behavior
• Takeaway:Takeaway:
The goal of IMC is to influence the target audience in The goal of IMC is to influence the target audience in such a way that the audience engages in a specific such a way that the audience engages in a specific desired behavior.desired behavior.
The effectiveness of an IMC program is judged by its The effectiveness of an IMC program is judged by its success in terms of its ultimate influence on behavior.success in terms of its ultimate influence on behavior.
Obstacles to Implementing IMCObstacles to Implementing IMC
• Integration requires tight coordination among all Integration requires tight coordination among all elements of a marcom program.elements of a marcom program.
Few providers of marketing communication services Few providers of marketing communication services have the diversity of skills required to execute an IMC have the diversity of skills required to execute an IMC program.program.
Direct-to-customer advertising is more difficult than a Direct-to-customer advertising is more difficult than a mass media campaign.mass media campaign.
The greatest challenge is making sure that all The greatest challenge is making sure that all marcom tools are consistently executed.marcom tools are consistently executed.
• Marketing Communications’ ObjectiveMarketing Communications’ Objective To enhance brand equity by moving customers to To enhance brand equity by moving customers to
favorable action toward the brand—trying it, repeat favorable action toward the brand—trying it, repeat purchasing it, and becoming loyal toward the brand.purchasing it, and becoming loyal toward the brand.
• Brand EquityBrand Equity The degree to which consumers favorably perceive The degree to which consumers favorably perceive
the brand’s features and benefits as compared to the brand’s features and benefits as compared to competitive brands and how strongly these views are competitive brands and how strongly these views are held in memoryheld in memory