Lecture_1_Intro_to_IMC.pptx
- 1. ©McGraw-Hill Education. All rights reserved. Authorized only for instructor use in the classroom. No reproduction or further distribution permitted without the prior written consent of McGraw-Hill Education. Chapter 1 An Introduction to Integrated Marketing Communications
- 2. ©McGraw-Hill Education. Learning Objectives 1 of 2 LO1 Describe the role of advertising and other promotional elements in marketing. LO2 Discuss the evolution of the integrated marketing communications (IMC) concept. LO3 Explain the increasing value of the IMC perspective in advertising and promotional programs.
- 3. ©McGraw-Hill Education. Learning Objectives 2 of 2 LO4 Identify the elements of the promotional mix. LO5 Identify the contact points between marketers and their target audiences. LO6 Describe the steps in the IMC planning process.
- 4. ©McGraw-Hill Education. The Growth of Advertising and Promotion • Vital communications system for both consumers and businesses • 1980, dominant forms of marketing communication • Advertising spending has shifted from traditional media to online digital advertising formats and social media – Largest category of Internet advertising is paid search on search engines – Growth in mobile marketing
- 5. ©McGraw-Hill Education. The Role of Marketing 1 of 3 Marketing: Activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for: Customers, clients, partners, and society at large Exchange: Involves parties with: Something of value to one another Desire and ability to give up something to the other party Way to communicate with each other
- 6. ©McGraw-Hill Education. The Role of Marketing 2 of 3 Value: Customer’s perception of benefits of a product or service against the costs of acquiring and consuming it – Benefits are functional, experiential, and/or psychological – Costs - Money paid for: • Acquiring a product or service or information about it • Making the purchase and learning to use • Maintaining and disposing the product
- 7. ©McGraw-Hill Education. The Role of Marketing 3 of 3 The four Ps: product, price, place, and promotion To develop an effective marketing mix, marketers must: Be knowledgeable about the issues and options of each element of the mix Know how to combine the elements to form an effective marketing program Analyze the market and use the data to develop the marketing strategy and mix
- 8. ©McGraw-Hill Education. Integrated Marketing Communications (IMC) 1 of 4 1. Coordinate various promotional elements and other marketing activities that communicate with a firm’s customers 2. Recognizes the added value of a comprehensive plan that: • Evaluates the strategic roles of a variety of communication disciplines • Combines the disciplines to provide clarity, consistency, and maximum communications impact 3. Ensures all marketing and promotional activities project a consistent, unified image
- 9. ©McGraw-Hill Education. The Digicel Example Digicel uses a variety of marketing-mix elements, including price, product, promotion and distribution strategy, to create differentiate itself from its competitors Source: Montblanc
- 10. ©McGraw-Hill Education. Integrated Marketing Communications (IMC) 2 of 4 A Contemporary Perspective of IMC – Criticism • “Inside-out marketing” approach • Packs promotional mix elements together, making them look and sound alike – Contemporary perspective (Don Schultz, Northwestern ) • Goal - Generate short-term financial returns and build long-term brand and shareholder value • Views IMC as ongoing strategic business process
- 11. ©McGraw-Hill Education. Integrated Marketing Communications (IMC) 3 of 4 Reasons for the Growing Importance of IMC – Strategically integrates various communications functions – Develops more efficient and effective marketing communications programs – Avoids duplication and takes advantage of synergy among promotional tools – Changing environment • Evolution to micromarketing • Consumers’ unresponsiveness to traditional advertising • Changing rules of marketing
- 12. ©McGraw-Hill Education. Exhibit 1-4 What makes Google AdWords the most popular platform for online search advertising? Source: Google Inc.
- 13. ©McGraw-Hill Education. Integrated Marketing Communications (IMC) 4 of 4 The Role of IMC in Branding – Helps develop and sustain brand identity and equity – Recognizes the need for companies to connect with consumers based on trust, transparency, and authenticity – Sustainability: development that meets the needs of the current generation without compromising the ability of future generations to meet their needs • Companies are addressing sustainability by carefully examining the social and environmental impacts of their marketing strategies.
- 15. ©McGraw-Hill Education. Fig. 1-1 Best Global Brands 2015 Report Rank Brand Brand Value (billions) 1 Apple $170,276 2 Google 120,314 3 Coca-Cola 78,423 4 Microsoft 67,670 5 IBM 69,095 6 Toyota 49,048 7 Samsung 45,297 8 General Electric 42,267 9 McDonald’s 39,809 10 Amazon 37,948 Source: “Interbrand’s Best Global Brands 2015” is a look at financial performance of the brand, role of brand in the purchase decision process, and the brand strength. Go to http://interbrand.com/best-brands/best-global-brands/2015/ for more information.
- 16. ©McGraw-Hill Education. The Promotional Mix: The Tools for IMC 1 of 11 Tools that accomplish an organization’s communication objectives Promotion: Coordination of all seller-initiated efforts to: – Set up channels of information and persuasion – Sell goods and services or promote an idea
- 17. ©McGraw-Hill Education. Figure 1-2 Elements of the Promotional Mix Jump to Appendix 1 long image description
- 18. ©McGraw-Hill Education. The Promotional Mix: The Tools for IMC 2 of 11 Advertising: Any paid form of nonpersonal communication: – About an organization, product, or service – With an idea from an identified sponsor The nonpersonal component: – Involves mass media – Message is transmitted to large groups of individuals – No opportunity for immediate feedback
- 19. ©McGraw-Hill Education. The Promotional Mix: The Tools for IMC 3 of 11 Benefits of Advertising – Most cost-effective way to reach large numbers of consumers – Builds brand equity by influencing consumers’ perceptions © American Advertising Federation
- 20. ©McGraw-Hill Education. Advertising to Consumer Markets National advertising • Done on a nationwide basis or in most regions of the country Retail/local advertising: encourage consumers to: • Shop at a specific store • Use a local service • Patronize a particular establishment • Primary- versus selective-demand advertising • Primary-demand: stimulates demand for the general product class or entire industry • Selective-demand: creates demand for a specific company’s brands
- 21. ©McGraw-Hill Education. Advertising to Business and Professional Markets Business-to-business advertising – Targets individuals who buy or influence the purchase of industrial goods or services for their companies Professional advertising – Targets professionals, encouraging them to use a company’s product in their business operations Trade advertising – Targets marketing channel members, encouraging them to stock, promote, and resell the manufacturer’s branded products to their customers
- 22. ©McGraw-Hill Education. Example of B2B Advertising Source: Microsoft
- 23. ©McGraw-Hill Education. The Promotional Mix: The Tools for IMC 4 of 11 Direct Marketing: Communicating directly with target customers to generate a response and/or a transaction Involves: – Database management – Direct selling – Telemarketing – Direct-response advertising • Encourages the consumer to purchase directly from the manufacturer Source: Under Armour, Inc
- 24. ©McGraw-Hill Education. The Promotional Mix: The Tools for IMC 5 of 11 Digital/Internet Marketing – Interactive media • Allow users to participate in and modify the form and content of the information they receive in real time – Social media • Online means of communication and interactions used to create, share, and exchange content – Mobile marketing • Messages delivered are specific to a consumer’s location or consumption situation
- 25. ©McGraw-Hill Education. The Promotional Mix: The Tools for IMC 6 of 11 Advantages of Digital/Internet Marketing – Interactive nature – Capability to precisely measure the effects of advertising and other forms of promotion Source: ShopSavvy, Inc
- 26. ©McGraw-Hill Education. The Promotional Mix: The Tools for IMC 7 of 11 Sales Promotion: Marketing activities that provide extra value or incentives to the: Sales force Distributors Ultimate consumer Aids in stimulating immediate sales Categories Consumer-oriented Trade-oriented
- 27. ©McGraw-Hill Education. The Promotional Mix: The Tools for IMC 8 of 11 Reasons for Increased Emphasis of Sales Promotion – Declining brand loyalty – Increased consumer sensitivity to promotional deals – Retailers’ demand for more trade promotion support from companies Source: Bumble Bee Foods, LLC
- 28. ©McGraw-Hill Education. The Promotional Mix: The Tools for IMC 9 of 11 Publicity: Nonpersonal communications regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship Advantages – High credibility and low cost Disadvantages – Not always under the control of an organization – Negative stories are highly damaging
- 29. ©McGraw-Hill Education. The Promotional Mix: The Tools for IMC 10 of 11 Public Relations – Evaluates public attitudes – Identifies policies and procedures of an individual or organization with the public interest – Goal - Establish and maintain a positive image among various publics Source: American Honda Motor Col, and Rubin Postaer and Associates
- 30. ©McGraw-Hill Education. The Promotional Mix: The Tools for IMC 11 of 11 Personal Selling: Person-to-person communication in which seller attempts to assist and/or persuade prospective buyers to: – Purchase a company’s product – Act on an idea Allows seller to tailor messages to the customer’s specific needs or situation Involves immediate and precise feedback
- 31. ©McGraw-Hill Education. IMC Involves Audience Contacts1 of 2 Every opportunity a customer has to see or hear about a company and/or its brands or have an encounter or experience with it Categories – Company created – Intrinsic – Unexpected – Customer-initiated
- 32. ©McGraw-Hill Education. Figure 1-5 IMC Audience Contact Tools Jump to Appendix 1 long image description Jump to Appendix 2 long image description
- 33. ©McGraw-Hill Education. Figure 1-6 IMC Touch Points: Control vs. Impact Jump to Appendix 2 long image description Jump to Appendix 3 long image description
- 34. ©McGraw-Hill Education. Fig. 1-7 Paid, Owned, and Earned Media Jump to Appendix 3 long image description
- 35. ©McGraw-Hill Education. IMC Involves Audience Contacts 2 of 2 Paid media – Channels a marketer pays to leverage – Includes traditional advertising media (TV, radio, print, etc.) Owned media – Channels of marketing communication that a company controls – E.g. websites, blogs, apps, social media channels Earned media • Exposure for a company (free)
- 36. ©McGraw-Hill Education. The IMC Planning Process1 of 10 Integrated marketing communications management • Planning, executing, evaluating, and controlling the use of the promotional-mix elements to effectively communicate with target audiences Integrated marketing communications plan • Developing, implementing, and controlling an organization’s IMC program
- 37. Figure 1-8 IMC Planning Model Jump to Appendix 4 long image description
- 38. ©McGraw-Hill Education. The IMC Planning Process2 of 10 Marketing Plan: Describes overall marketing strategy and programs for an organization and includes: – Detailed situation analysis – Specific marketing objectives with time frame and mechanism for measuring performance – Selection of target market(s) and plans for the four elements of the marketing mix – Program for implementing the marketing strategy – Process for monitoring and evaluating performance
- 39. ©McGraw-Hill Education. The IMC Planning Process3 of 10 Review of Marketing Plan – Review of the Examining overall marketing plan and objectives – Identifying the role of advertising and promotion – Performing competitive analysis – Assessing environmental influences
- 40. ©McGraw-Hill Education. The IMC Planning Process4 of 10 Internal Analysis: Assesses the firm and relevant areas involving the product/service offering Assessment of: – Capability to develop and implement promotional program – Brand image and implications for promotion – A product’s relative strengths and weaknesses Reviews previous promotional programs and results
- 41. ©McGraw-Hill Education. The IMC Planning Process5 of 10 External Analysis: Focuses on characteristics of a firm’s customers, market segments, positioning strategies, and competitors – Customer analysis – Competitive analysis – Environmental analysis
- 42. ©McGraw-Hill Education. The IMC Planning Process6 of 10 Analysis of Communication Process – Involves analyzing: • Receiver’s response processes • Source, message, and channel factors – Establishes communication goals and objectives
- 43. ©McGraw-Hill Education. The IMC Planning Process7 of 10 Objectives in the Analysis of the Communication Process – Marketing objectives Determine what is to be accomplished by the overall marketing program in terms of sales, market share, or profitability – Communication objectives Determine what the firm seeks to accomplish with its promotional program Stated in terms of: • Nature of the message to be communicated • Specific communication effects to be achieved
- 44. ©McGraw-Hill Education. The IMC Planning Process8 of 10 Budget Determination – Set tentative marketing communications budget – Allocate tentative budget across different media, geographic markets, and time periods – Budget may not be finalized until specific promotional-mix strategies are developed
- 45. ©McGraw-Hill Education. The IMC Planning Process9 of 10 Developing the Integrated Marketing Communications Program – Involves deciding the role and importance of each promotional-mix element – Aspects of an advertising program • Creative strategy - Determining the basic appeal and message to be conveyed to the target audience • Media strategy - Determining the communication channels to use to deliver the message
- 46. ©McGraw-Hill Education. The IMC Planning Process10 of 10 Monitoring, Evaluation, and Control – Determining how well the program is: • Meeting communication objectives • Helping the firm accomplish its overall marketing goals and objectives – Evaluating promotional program results/effectiveness – Taking measures to control and adjust promotional strategies
Editor's Notes
- #3: Use of this slide: This slide can be used to present the learning objectives of this chapter. This chapter examines the marketing communication function and the growing importance of advertising and other promotional elements in the marketing programs of domestic and foreign companies and introduces the concept of integrated marketing communications (IMC) and considers how it has evolved.
- #4: Use of this slide: This slide can be used to present the learning objectives of this chapter. This chapter further examines the reasons for the increasing importance of the IMC perspective in planning and executing advertising and promotional programs, introduces the various elements of the promotional mix and considers their roles in an IMC program, and examines the various types of contact points through which marketers communicate with their target audiences.
- #6: Summary Overview: This slide presents the revised definition of marketing developed by the American Marketing Association (AMA) in 2007. This revised definition is viewed as being more reflective of the role of non-marketers to the marketing process. It also recognizes the role marketing plays in the process of creating, communicating, and delivering value to customers, as well as society at large. The earlier definition of marketing by the AMA focused on exchange as a central concept in marketing and the use of the basic marketing activities to create and sustain relationships with customers. This slide presents how for exchange to occur there must be two or more parties with something of value to one another, desire and ability to give up that something to the other party, and a way to communicate with each other. Use of this slide: This slide can be used to introduce the new definition of marketing developed by the AMA and some of the key aspects of marketing, which include: Creating, communicating, and delivering value Focusing on customer relationships
- #7: Summary Overview: This slide defines value in a product or service and the benefits and costs the consumer may experience from it. Use of this slide: This slide can be used to give the definition of value which is the customer’s perception of benefits of a product or service against the costs of acquiring and consuming it. Present examples, and ask students which items would have the most value for them. For example, would they rather have (a) a day off from school, (b) a 10-point curve on the next test, or (c) a free snack during class? Then ask them if the benefit of their choice was functional, experiential, or psychological.
- #8: Summary Overview: This slide presents the elements of the marketing mix: a product or service that satisfies the needs, the price for which the product is offered, the place where the product is made available, and the program of promotion or communication developed to create awareness and interest. This slide lists the responsibilities of marketers to develop an effective marketing mix. Use of this slide: This slide can be used to give the elements of the marketing mix, that is, product, price, place, and promotion. This slide also lists the responsibilities of marketers to develop an effective marketing mix. This can also be used to explain that a proper marketing mix does not just happen. Marketers must understand the issues and options involved in each element of the mix, and how these elements can be combined to form an effective marketing program.
- #9: Summary Overview: This slide defines the process of integrated marketing communications (IMC), which involves coordinating the various promotional elements and other marketing activities that communicate with a firm’s customers. This slide also presents one of the first definitions of IMC American Association of Advertising Agencies (the 4As): a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency, and maximum communications impact. Use of this slide: This slide can be used to present the definition of integrated marketing communications (IMC) and discuss that the IMC approach seeks to provide clarity, consistency, and maximum communications impact.
- #11: Summary Overview: This slide discusses the criticism and contemporary perspective of IMC. Use of this slide: This slide can be used to give the criticism of IMC and the contemporary perspective of IMC as per Don Schultz of Northwestern University. IMC has been criticized for its inside-out marketing approach that is a relatively simple matter of bundling promotional mix elements together so they have one look and speak with one voice. Per the definition developed by Don Schultz of Northwestern University, IMC is viewed as an ongoing strategic business process rather than just tactical integration of various communication activities. It also states that the goal of IMC is to generate both short-term financial returns and build long-term brand and shareholder value.
- #12: Summary Overview: This slide lists the growing importance of IMC. Use of this slide: This slide can be used to list the growing importance of IMC. A fundamental reason for its importance is that they understand the value of strategically integrating the various communications functions rather than having them operate autonomously. By coordinating their marketing communications efforts, companies can avoid duplication, take advantage of synergy among promotional tools, and develop more efficient and effective marketing communications programs. The move to integrated marketing also reflects an adaptation by marketers to a changing environment, that is, evolution to micromarketing, consumers’ unresponsiveness to traditional advertising, and changing rules of marketing.
- #14: Summary Overview: This slide presents the role of IMC in branding. Use of this slide: This slide can be used to discuss the role of IMC in branding. One of the major reasons for the growing importance of integrated marketing communications over the past decade is that it plays a major role in the process of developing and sustaining brand identity and equity. Marketing is entering the relationship era and the need for companies to connect with consumers based on trust, transparency, engagement, and authenticity. A successful IMC program requires that marketers find the right combination of communication tools and techniques, define their role and the extent to which they can or should be used, and coordinate their use.
- #17: Summary Overview: This slide gives the definition of promotion and promotional mix. Use of this slide: This slide can be used to give the definition of promotional mix and promotion. Promotion has been defined as the coordination of all seller-initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea. The basic tools used to accomplish an organization’s communication objectives are referred to as the promotional mix.
- #18: Summary Overview: This slide identifies the basic tools used to accomplish an organization’s communication objectives. Use of this slide: This slide can be used to introduce students to the basic tools available to organizations that which to set up channels of information and persuasion, in order to sell goods and services or promote an idea. These tools are known as the promotional mix.
- #19: Summary Overview: This slide presents a definition of advertising. Advertising is defined as any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. Use of this slide: This slide can be used to mention and reflect on the key points of advertising: The paid aspect of this definition reflects the fact that the space or time for an ad message must be bought. The occasional exception to this is the Public Service Announcement, whose time or space may be donated. Nonpersonal means that the message is delivered to a large group of individuals, often at the same time. It also means that there is no opportunity for immediate feedback from the recipient(s).
- #20: Summary Overview: This slide gives the reasons why advertising is such an important part of many marketers’ IMC programs. First, media advertising is still the most cost-effective way to reach large numbers of consumers with an advertising message. Advertising is also a valuable tool for building company or brand equity as it is a powerful way to provide consumers with information as well as to influence their perceptions. Use of this slide: This slide can be used to present the benefits of advertising, that is, its cost-effectiveness when targeting a large number of consumers and its ability to build brand equity.
- #21: Summary Overview: This slide discusses one of the classification of advertising—advertising to consumer markets. Use of this slide: This slide can be used to discuss the ways of advertising to consumer markets. Advertising to consumers can be done in the following ways: national advertising, retail/local advertising, and primary-demand advertising and selective-demand advertising. National advertising is done by large companies on a nationwide basis or in most regions of the country. Retail/local advertising is done by retailers or local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment. Primary-demand advertising is designed to stimulate demand for the general product class or entire industry. Selective-demand advertising focuses on creating demand for a specific company’s brands.
- #22: Summary Overview: This slide discusses one of the classification of advertising—advertising to business and professional markets. Use of this slide: This slide can be used to discuss the ways of advertising to business and professional markets. Advertising to business and professional can be done in the following ways: business-to-business advertising, professional advertising, and trade advertising. Business-to-business advertising is targeted at individuals who buy or influence the purchase of industrial goods or services for their companies. Professional advertising targeted to professionals such as doctors, lawyers, dentists, engineers, or professors to encourage them to use a company’s product in their business operations. Trade advertising is targeted to marketing channel members such as wholesalers, distributors, and retailers.
- #24: Summary Overview: This slide defines and discusses about direct marketing and its tools. Use of this slide: This slide can be used to give the definition of direct marketing and list its tools. One of the fastest-growing sectors is direct marketing, in which organizations communicate directly with target customers to generate a response and/or a transaction. Direct marketing involves a variety of activities, including direct mail and mail-order catalogs, database management, direct selling, telemarketing, and direct-response ads through direct mail, the Internet, and various broadcast and print media. One of the major tools of direct marketing is direct-response advertising, whereby a product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer.
- #25: Summary Overview: This slide discusses and defines digital/Internal marketing tools. Use of this slide: This slide can be used to discuss and understand digital/Internet marketing tools. Interactive media allow for a two-way flow of communication whereby users can participate in and modify the form and content of the information they receive in real time. Social media refers to online means of communication and interactions among people that are used to create, share, and exchange content. Mobile marketing can be used to deliver messages that are specific to a consumer’s location or consumption situation.
- #26: Summary Overview: This slide discusses the advantages of using digital/Internet marketing. The interactive nature of the Internet and social media enables marketers to gather valuable personal information from customers and prospects and to adjust their offers accordingly. Also, Internet provides marketers with the capability to more closely and precisely measure the effects of their advertising and other forms of promotion. Use of this slide: This slide can be used to discuss ways that the Internet can be used as a marketing tool. Students should be very familiar with this medium, so you may want to ask such things as: Which search engine do you use most often, and why? Do you ever enroll in online contests or sweepstakes? Do you have your own website? If so, do you sell anything? How much traffic does your site get, and how do you drive traffic there?
- #27: Summary Overview: This slide presents the definition of a sales promotion. Sales promotion is defined as those marketing activities that provide extra value or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales. It is broken into two major categories: consumer-oriented and trade-oriented activities. Use of this slide: This slide can be used to give the definition of sales promotions and discuss the categories of sales promotion. It can also be used to present the differences between consumer- and trade-oriented promotions. Consumer-oriented Targeted to the ultimate user of a product or service Couponing, sampling, premiums, rebates, contests, sweepstakes, POP materials Encourages immediate purchases Trade-oriented Targeted toward wholesalers, distributors, and retailers Promotional/merchandising allowances, price deals, sales contests, trade shows
- #28: Summary Overview: This slide discusses the reasons for the increased emphasis on sales promotion. Use of this slide: This slide can be used to discuss and understand the reasons for the increased emphasis on sales promotion. The reasons include declining brand loyalty and increased consumer sensitivity to promotional deals. Another major reason is that retailers have become larger and more powerful and are demanding more trade promotion support from companies.
- #29: Summary Overview: This slide presents the definition of publicity which refers to nonpersonal communications regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship. This slide also presents the advantages and disadvantages of publicity. Use of this slide: This slide can be used to define publicity and discuss its advantages and disadvantages. It can also be used to discuss recent news stories, both positive and negative, about major companies. Ask students how much control they feel these companies had over the content of the stories. If negative, were they able to mitigate some of the damage? If positive, did it bring them any additional benefits, such as increased business or donations? It may also be enlightening to take a poll of students to see how many felt that a particular story was damaging to the target’s reputation, had limited impact, or had no impact whatsoever.
- #30: Summary Overview: This slide presents the definition of public relations. Public relations is defined as the management function which evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance. Use of this slide: This slide can be used to explain that public relations has a broader objective than publicity; its purpose is to establish and maintain a positive image of the company among its various publics.
- #31: Summary Overview: This slide presents the final element or an organization’s promotional mix—personal selling. Use of this slide: This slide can be used to give the definition and a general understanding of personal selling. Personal selling is a form of person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company’s product or service or to act on an idea. It allows the seller to tailor the message to the customer’s specific needs or situation. It also involves immediate and precise feedback.
- #32: Summary Overview: This slide discusses the audience contact or touch point perspective of companies. A contact (or touch) point refers to each and every opportunity the customer has to see or hear about the company and/or its brands or have an encounter or experience with it. Use of this slide: This slide can be used to discuss and understand the categories of contact or touch point. Company created touch points are planned marketing communication messages created by the company. Intrinsic touch points are interactions that occur with a company or brand during the process of buying or using the product or service. Unexpected touch points are unanticipated references or information about a company or brand that a customer or prospect receives that is beyond the control of the organization. Customer-initiated touch points are interactions that occur whenever a customer or prospect contacts a company.
- #33: Summary Overview: This figure illustrates various IMC audience contact tools. Use of this Slide: This slide can be used to illustrate that there are additional ways companies communicate with current and prospective customer that extend beyond the traditional promotional mix. Product placements, word-of-mouth, and point-of-purchase displays are a few of those ways. Each and every opportunity a customer has to see or hear about a company and/or its brands, or has an encounter or experience with it, is a contact (touch) point.
- #34: Summary Overview: This slide presents the four basic categories of touch points. Use of this slide: This slide can be used to discuss and compare the four basic contact or touch points. Unexpected - Unanticipated references or information about a company or brand that a customer or prospect receives that is beyond the control of the organization. For example, a word-of-mouth message, or a website that hosts product reviews. Customer-initiated - Occurs whenever a customer or prospect contacts the company. Many involve inquiries or complaints. Intrinsic - Interactions that occur with a company or brand during the process of buying or using the product or service, such as discussions with retail sales personnel. These touch points are not under the control of the company. Company created - Planned marketing communication messages created by the company. This includes ads, websites, news/press releases, packaging, brochures and collateral material, sale promotions, point-of-purchase displays, and in-store décor.
- #37: Summary Overview: This slide provides the definition of integrated marketing communications management and the integrated marketing communications plan. Use of this slide: This slide can be used to give the definition of integrated marketing communications management and the integrated marketing communications plan. Integrated marketing communications management involves the process of planning, executing, evaluating, and controlling the use of the various promotional-mix elements to effectively communicate with target audiences. This process is guided by an integrated marketing communications plan that provides the framework for developing, implementing, and controlling the organization’s IMC program.
- #38: Summary Overview: This slide provides the definition of integrated marketing communications management and the integrated marketing communications plan. Use of this slide: This slide can be used to give the definition of integrated marketing communications management and the integrated marketing communications plan. Integrated marketing communications management involves the process of planning, executing, evaluating, and controlling the use of the various promotional-mix elements to effectively communicate with target audiences. This process is guided by an integrated marketing communications plan that provides the framework for developing, implementing, and controlling the organization’s IMC program.
- #39: Summary Overview: This slide defines marketing plan and gives the five basic elements included in it. A marketing plan is a written document that describes the overall marketing strategy and programs developed for an organization, a particular product line, or a brand. The basic elements included in a marketing plan are shown on the slide. Use of this slide: This slide can be used to review the five basic elements included in most marketing plans: Detailed situation analysis Specific marketing objectives with time-frame and mechanism for measuring performance Selection of target market(s) and plans for the four elements of the marketing mix Program for implementing the marketing strategy Process for monitoring and evaluating performance
- #40: Summary Overview: This slide presents how a marketing plan should be reviewed. Use of this slide: This slide can be used to discuss how a marketing plan is reviewed. Reviewing a marketing plan involves examining the overall marketing plan and objectives, identifying the role of advertising and promotion, performing the competitive analysis, and assessing the environmental influences.
- #41: Summary Overview: This slide defines and discusses about internal analysis. Use of this slide: This slide can be used to go over the factors that influence or are relevant to the development of a promotional strategy. The internal factors are fairly intuitive: What are the strengths and weaknesses of the product or service Its advantages and disadvantages Unique selling points or benefits Packaging, price, and design
- #42: Summary Overview: This slide defines and discusses about external analysis. Use of this slide: This slide can be used to go over the factors that influence or are relevant to the development of a promotional strategy. Key points about the external analysis: Characteristics of the firm’s customers, including their perceptions, attitudes, lifestyles, and criteria for making purchase decisions Market segments Positioning strategies Competitors Key elements of the external analysis include customer analysis, competitive analysis, and environmental analysis.
- #43: Summary Overview: This slide presents the factors that are analyzed in the communication process. Communication goals and objectives should be established in the analysis of communication process. Use of this slide: This slide can be used to explain that this stage of the promotional planning process examines how a company can effectively communicate with consumers in target markets. Here are some things that must be considered: What process will consumers go through when responding to marketing communications? The process response when a consumer has a high level of interest varies from low-interest or routine decisions. Which source, message, and communication channels should be used? For example, should a celebrity spokesperson be used? What media mix should be used, and what are the costs of each channel?
- #44: Summary Overview: This slide is a continuation of the previous slide. This slide discusses and helps to understand marketing objectives and communication objectives. Use of this slide: This slide can be used to explain that this stage of the promotional planning process examines how a company can effectively communicate with consumers in target markets. Here are some other things that must be considered: What is the overall marketing objective, in terms of sales, market share, or profitability? What does the firm hope to accomplish with its promotional program (the communication objective)?
- #45: Summary Overview: This slide discusses that in the budget determination process a tentative marketing communications should be set and a tentative budget should be allocated. Use of this slide: This slide can be used to illustrate that the over-riding decision in any promotional campaign is budget. How much will the promotional program cost, and how will the money be allocated. Ideally, the amount spent on promotion is determined by what must be done to accomplish the communication objectives. In reality, promotional budgets are often determined by how much money is available, or a percentage of sales revenue.
- #46: Summary Overview: This slide identifies two important aspects of the advertising program— the creative strategy and the media strategy. Use of this slide: This slide can be used to discuss the creative and media strategies behind an IMC program. Message development is often referred to as creative strategy, which involves determining the basic appeal and message the advertiser wishes to convey to the target audience. Media strategy involves determining which communication channels will be used to deliver the advertising message to the target audience.
- #47: Summary Overview: This slide presents the final stage of the IMC planning process. Use of this slide: This slide can be used to discuss the final stage of the IMC planning process—monitoring, evaluating, and controlling the promotional program. All of which is designed to help managers to determine how well the IMC program is meeting communication objectives and helping the firm accomplish its overall marketing goals and objectives. This final stage of the process is designed to provide managers with continual feedback concerning the effectiveness of the IMC program, which in turn can be used as input into the planning process.