Unit 1 Integrated Marketing Communications.pptx

Chapter 1_Integrated Marketing Communications.pptx

1. Integrated Marketing Communications Unit 1: Integrated Marketing Communications Copyright © 2018 Pearson Education Ltd. All Rights Reserved

2. Chapter Objectives How does communication take place? What is an integrated marketing communications program? Which trends are affecting marketing communications? What are the components of an integrated marketing communications program? What is meant by GIMC ?

3. Chapter Overview Highly competitive global marketplace Wide variety of media available Clear communications needed Customers bombarded with communications Integrated advertising and communications

4. Lean Cuisine “Diet” not popular term New products, new messages “Frozen, How Fresh Stays Fresh” Social media – “Weigh This” Goal to shed the idea of a “diet” food

5. 1. Communication Process

6. Chick-fil-A Social Media Integrates online with offline Engage customers primary goal Store openings announced via social media “Cow Appreciation Day” “Eat Mor Chikin” offline advertising

7. Figure 1.2 Examples of Communication Noise Talking on the phone during a commercial on television Driving while listening to the radio Looking at a sexy model in a magazine ad and ignoring the message and brand Scanning a newspaper for articles to read Talking to a passenger as the car passes billboards Scrolling past Internet ads without looking at them Becoming annoyed by ads on a social media site Ignoring tweets on Twitter because they are irrelevant Being offended by the message on a flyer for a local business

8. 2. Integrated Marketing Communications Integrated Marketing Communications is the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program which maximizes the impact on consumers and other end-users at a minimal cost. The IMC includes all business-to-business, channel, customer, external communications, and internal communications.

9. 3. The Promotional mix Combination of promotion tools used to reach the target market and fulfill the organization’s overall goals. Includes: Advertising Public Relations Personal Selling Sales Promotion …….. Promotional Mix

10. 3.2. Role of Promotion in the Marketing Mix

11. 3.3. The components of the promotional mix

12. Most commonly distributed by traditional media, though increasingly through non-traditional media, such as Web sites, e-mail, blogs, and interactive video kiosks in malls and supermarkets . Advertising

13. Helps an organization communicate with customers, suppliers, stockholders, government officials, employees, and the community. Public Relations

14. The Function of Public Relations Maintain a positive image Educate the public about the company’s objectives Introduce new products Support the sales effort Generate favorable publicity

15. Marketing activities—other than personal selling, advertising, and public relations—that stimulate consumer buying and dealer effectiveness. Sales Promotion

16. The tools of Sales Promotion End Consumers Company Employees Trade Customers Free samples Contests Premiums Trade Shows Vacation Giveaways Coupons

17. Planned presentation to one or more prospective buyers for the purpose of making a sale. Personal Selling

18. Traditional and relationship selling Traditional Selling Relationship Selling Attempts to persuade the buyer into a specific point of view. Win-lose outcome. Long-term relationships, create a win-win outcome

19. 4. Steps of a Marketing Plan Current situational analysis SWOT analysis Marketing objectives Target market Marketing strategies Marketing tactics Implementation Evaluation of performance

20. 5. Trends Affecting Marketing Communications Emphasis on accountability and measurable results Explosion of the digital arena Integration of media platforms Shift in channel power Increase in global competition Increase in brand parity Emphasis on customer engagement

21. Accountability and Measurable Results Want results from marketing budgets Advertising agencies expected to deliver results Emerging social media changes communication Emerging alternative methods and media Less reliance on mass TV ads

22. Integration of Digital Media Emergence of Interactive Web sites, blogs, and social networks Smartphones, tablets Companies shifting expenditures from traditional to digital media Social media allows interaction

23. Integration of Media Platforms Consumers integrate platforms 5 hours 16 minutes  non-television screens 4 hours 31 minutes  television Ways consumers integrate media formats Content grazing Investigative spider-webbing Quantum journey Social spider-webbing

24. Figure 1.6 Pathways Consumers Use to Interact Across Media Devices Source: Based on Mark Walsh, “Microsoft Highlights Usage Across Device Pathways,” Online Media Daily , March 14, 2013, http://www.mediapost.com/publications/article/195786/

25. Changes in Channel Power Retailers Control channel Control shelf space Have purchase data Determine products and brands on shelves Consumers Internet shifts power to consumers Multiple methods of making purchases

26. Increases in Global Competition Information technology and communication has changed the marketplace. Products can be purchased from multiple locations. Customers want both low prices and high quality. Manufacturers and retailers must work together.

27. Increase in Brand Parity Brands viewed as being equivalent Consumers select from a group of brands Quality and characteristics less important Price more important Decline in brand loyalty

28. Emphasis on Customer Engagement (1 of 2) Marketers seek to engage customers Contact points important Digital media now part of IMC Two-way communication Strive to develop emotional commitment

29. Emphasis on Customer Engagement (2 of 2) Understanding customer engagement also applies to nonprofits such as the Red Cross

30. 6. Five Reasons Why Integrated Marketing Works Unifies strategy and message across channels Streamlines timing Connects with multiple audiences Creates meaningful insights Maximizes impact

31. Figure 1.8 Overview of IMC Text

32. 7. International Implications Goal – to coordinate marketing efforts Greater challenge due to national and cultural differences Standardization versus Adaptation “Think globally, but act locally”