Mktg comms mkt0033_chpt1
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The document discusses Integrated Marketing Communications (IMC), emphasizing the importance of a coordinated marketing strategy that combines various communication disciplines to engage consumers effectively in a rapidly changing media landscape. It highlights the evolution of advertising spend from traditional methods to digital platforms, the significance of branding, and the various marketing functions including direct marketing, sales promotions, and public relations. The role of IMC is framed as a strategic process that enhances brand recognition and consumer trust while addressing modern marketing challenges.
Mktg comms mkt0033_chpt1
- 1. Integrated Marketing Communications Week 1: Intro to IMC Prof. Chazin 1
- 2. Cool Stuff
- 4. Baby Boomers Wanna Rock & Roll…
- 5. What do you think?
- 6. What do you think?
- 7. What do you think?
- 8. What do you think?
- 9. What do you think?
- 10. • Rapidly changing media environment. • Difficult to reach target audiences and communicate with them. • Role of advertising changed (PUSH vs PULL.) • Mass media losing out to “fractional” media (micromarketing.) • Consumers control the communication process. They determine when they want information, and how it’s delivered. • Hard to gain/keep the attention, trust, confidence, loyalty esp. Millennials & Gen Z. • People spend 4 hours per day online. Today’s Mktg Challenges
- 11. Push vs. Pull
- 15. • The coordination of all marketing communications efforts. • Blends online and offline (traditional) advertising messages. • A “conversation” with consumers built on interactivity and individualization. • Social media, your website, videos (YouTube) podcasts, webinars, case studies, white papers, e-books. What’s IMC
- 16. “a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluate the strategic roles of a variety of communication disciplines-for example general advertising, direct response, sales promotion, and public relations-and combines these disciplines to provide clarity, consistency, and maximum communications impact.” 4As A (IMC) Definition
- 18. • Total U.S. advertising & marketing communications spend increase from $100B in 1980 to $589B in 2013. • $35B in Internet advertising. • Shift in ad spend from traditional to Internet. • $4B in Mobile advertising. • America is the “MARKETING” center of the universe, accounts for 1/3 of global ad spend. • Significant growth in global ad spending expected. Today’s Global Ad Spend
- 19. • Important promotional tool esp. for products and services targeted to mass consumer audiences (cars, packaged goods, drugs.) • Cost effective way to reach large #’s of consumers. • Avg. TV program on 4 major networks between 8-11pm reaches @ 5M households. • Can be used to create favorable and unique images and associations for a brand. Why Advtsg Matters
- 21. “The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives.” AMA Role of Marketing
- 22. “Marketing is the activity, set of institutions and processes for creating ,communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large.” AMA Role of Marketing Revised 2007
- 23. • A view of marketing that brings online & offline marketing together. • A method for determining best strategies to communicate and build relationships with customers. • Ongoing strategic business process So…what “is” IMC
- 24. “IMC is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive, brand communications programs over time with consumers, customers, prospects, employees, associates, and other targeted relevant external and internal audiences. The goal is to generate both short term financial returns and build long term brand and shareholder value.” Don Schultz Northwestern U. A Final IMC Definition
- 25. Role of IMC in Brand Building
- 27. What is Brand Identity?
- 28. Is it a LOGO?
- 30. a tagline?
- 31. “Finger-Licking Good.” “We Bring Good Things to Life.” “Quality is Job One.”
- 32. a jingle?
- 35. ❶ Memorable ❷ Invaluable ❸ Unique
- 36. A Definition
- 37. ● Classic brand management dates back to the early 1900s-Neil McElry (1931) famous P&G memo on the importance of a brand-focused management system. ● As “American” as baseball, hot dogs, apple pie, and Chevrolet. From CLASSIC brand management to “brand leadership” Branding’s LOOONG History
- 38. Why Brand?
- 39. ● Reduces the cost associated with searching for products internally (how much to think about them) and externally (how much to look for them.) ● Define product/service qualities. ● Present product/service characteristics. ● Chance to “connect” with product maker. ● Sign of “perceived” quality…PRESTIGE. ● Help consumers organize their knowledge about a product to clarify their decision-making and thus adds value to firms. Brands Matter to Consumers
- 40. ● Signal characteristics to consumers. ● Reduce the risks for consumers in their purchase decisions: ● Functional risk: product doesn’t perform up to expectations. ● Financial risk: Product’s not worth the price paid. ● Physical risk: product poses a physical threat. ● Social risk: Product results in embarrassment from others. ● Psychological risk: Product affects mental well- being of the user. ● Time risk: A product’s failure costs the consumer a chance of finding another acceptable product. Brands Matter to Organizations
- 41. ● Serves an identification purpose. ● Legal protection such as intellectual property rights for certain brand attributes. ● Investing in a brand helps endow a product with unique associations and meanings that help to differentiate it. >>> Brands Matter to Organizations
- 42. Apple has ALWAYS said WHY it does what it does.
- 43. Greatest TV ad ever.
- 45. PC vs MAC
- 46. • Serve an identification purpose. • Legal protection such as intellectual property rights for certain brand attributes. • Investing in a brand helps endow a product with unique associations and meanings that help to differentiate it. Brands Matter to Orgs
- 48. ● Helps to organize a firm’s inventory and accounting procedures… Brands Matter to Orgs
- 49. ● Powerful means of securing a competitive advantage by LIVING with consumers their whole lives… Brands Matter to Orgs
- 50. ● Enables firms an opportunity to charge a PREMIUM for their products. ● Brands represent enormously valuable pieces of legal property. Brands Matter to Orgs
- 51. ● What is your firm’s UVP? ● What is your target market? ● Your position in the supply chain, for delivering superior value? ● How does your brand fit in the buying process? ● Highlight your corporate brand! ● Build your brand around intangibles like expertise, trustworthiness, credibility. B2B Branding Requirements
- 52. ● Brand Category / Business Unit management. ● A brand’s ‘market scope’ stretches ACROSS markets. ● Today’s brand leader is a communications specialist due to media & market fragmentation. ● Branding has become strategic & visionary. ● Brand leadership role at the highest levels of today’s organizations. Today’s Brand Leadership
- 57. • Organizations communicate directly with target consumers to generate a response and/or transaction. • Entails database mgt, direct selling, telemarketing, and direct response ads through direct mail, the internet, broadcast and print media. Direct Marketing
- 59. • Marketing activities that provide extra incentives to your salesforce, distributors or consumers to stimulate immediate sales. • Consumer-oriented examples: coupons, sweepstakes, rebates, contests. Sales Promotions
- 61. • Non-personal communication regarding an organization, product, service, or idea not directly paid for or under under identified sponsorship. • Typically a news story, editorial, or announcement about an organization and its products/services. • Non-personal communication to a mass audience, and not directly paid for by the organization. • Not under your control; not always positive. Publicity/PR
- 62. • Person-to-person communication. • Seller attempts to assist/persuade prospective buyers to purchase the organization’s products/services. • Involves direct contact between buyer and seller. • The direct nature of communication gives the marketer control. Personal Selling
- 63. Case Study