Mp+ +b +chapter+14
Download as PPTX, PDF0 likes529 views
The document discusses the tools of integrated marketing communications (IMC). It introduces various marketing communication tools including advertising, sales promotion, direct marketing, publicity, product placement, event marketing, word-of-mouth marketing and compares how each tool can address different marketing tasks. It also presents models for selecting IMC tools based on marketing strategy and priorities, evaluating tools based on cost and ability to achieve tasks, and categorizing tools as paid, owned or earned media.
Mp+ +b +chapter+14
- 1. The Tools of IMC CHAPTER 14 Media Planning & Buying in the 21st Century
- 2. Agenda Introduction Tools of IMC IMC Tools vs. Tasks Integration Media Planning & Buying in the 21st Century
- 3. Introduction There are many forms of marketing communications, drawing from traditional advertising and media to digital media, nontraditional media, and marketing services media All forms of marketing communications can be used effectively and ineffectively In this section we will begin to consider how marketing communications types relate to the tasks to be addressed Integrated marketing communications utilizes the “right mix” of communications tools …Integrated into a synergistic strategy and plan Media Planning & Buying in the 21st Century
- 4. Advertising Media Planning & Buying in the 21st Century
- 5. Advertising Has Built Great Brands Media Planning & Buying in the 21st Century
- 6. Sales Promotion Media Planning & Buying in the 21st Century
- 7. Direct Marketing Media Planning & Buying in the 21st Century
- 8. Telemarketing Media Planning & Buying in the 21st Century
- 9. Publicity Media Planning & Buying in the 21st Century
- 10. Product Placement Media Planning & Buying in the 21st Century
- 11. Event Marketing Media Planning & Buying in the 21st Century
- 12. Word of Mouth/Buzz Marketing Media Planning & Buying in the 21st Century
- 13. Comparison of IMC Options vs. Tasks Aware Trial Advertising Trade Promo Cons. Promo PR Direct Mkg Event Mkg. Search Internet Ads Sampling Prod. Place’t WOMM/Buzz Media Planning & Buying in the 21st Century Buy Now RePurch. Leads Dist’n Image Shop
- 14. Selecting IMC Forms Marketing Strategy IMC Evaluation Prioritize Communication by Task Refine Tasks Awareness Opinion Shop Leads Sales • CRM Media Planning & Buying in the 21st Century TV Advertising Publicity Magazine Ads Social Media Paid Search Product Placement Select Vehicles Facebook Twitter MySpace
- 15. Task Matching Model Awareness High Television Low Events Direct Mail Promotion High Sampling Newspapers Magazines Email Cost Outdoor Low Social Media Paid Search Publicity Online Video Mobile Banners Radio Media Planning & Buying in the 21st Century Product Placement
- 16. Paid, Owned and Earned Media
Editor's Notes
- #5: Advantages of advertising– control over content, timing, context, etc.
- #7: Often used to spike sales for the brand or for a specific product important to brand performance
- #8: Normally used to get direct response. Can use any form of media– from TV with 800 numbers and URLs to direct mail to the internet
- #9: A medium of direct marketing, often used to generate leads or direct sales. Direct mail and telemarketing working together can increase response.
- #10: Publicity, a sub set of public relations is used to communicate news about the brand to a target audience. The challenge is often to create news.
- #12: Example: boat races and blue angels attract audience for test drive and consumer interaction events
- #13: Buzz marketing can be valuable but going viral with a buzz campaign.
- #14: While these ratings are tentative (without a marketing idea or creative), here is an example of how different IMC ideas relate to communications tasks. Note that in this analysis, advertising can address most any task, while other choices are narrower in their effect.
- #15: This slide provides an example of selecting IMC forms. Begins with defining the task as shown in the inset to the left. In this case CRM was identified as the key tast. The planner concluded that social media should be the primary strategy. Tactically, the planner must evaluate the social network alternatives, in this case Facebook, Twitter, and My Space.
- #16: Here is a model to help select IMC forms which meet communications criteria. In this chart, awareness and cost were chosen as the criteria, although any pair can be selected. Then communications options were plotted against the criteria. In this example if the planner was looking for media that can provide high awareness at low cost, the media in the lower left quandrant would be the winners (hypothetically speaking).