Post on 06-Apr-2018
transcript
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1 Chapter OneIntegrated Marketing Communications
Dr. Abdullah Sultan
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F I G U R E 1 . 11
Why Viewers Do Not Watch Ads
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Seen ad a lot
Ad annoying
Ad boring
Ads are on
Turn to another program
Program is boring
I'm bored
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http://www.youtube.com/watch?v=3F3qzfTC
DG4
http://www.youtube.com/watch?v=3F3qzfTCDG4http://www.youtube.com/watch?v=3F3qzfTCDG4http://www.youtube.com/watch?v=3F3qzfTCDG4http://www.youtube.com/watch?v=3F3qzfTCDG48/2/2019 IMC Chapter01
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F I G U R E 1 .2
Communication Process
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Example
Senders are companies that manufacture and sell shoes.Encoding occurs when someone (usually the creative)takes the idea and transforms it into an attention-gettingmode. Messages travel to audiences via varioustransmission devices, such as a television, billboard, or
newspaper. Decoding occurs when the receivers(consumers) senses are touched in some way by themessage. Feedback occurs through inquiries, trips to thestore, and purchases. Noise is all of the factors that preventthe consumer from seeing the message. A classic example
is clutter, which exists when consumers are exposed tohundreds of marketing messages per day, and most aretuned out.
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Question: Can you think of additional
examples of noise in advertising ormarketing communications?
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F I G U R E 1 . 3Possible Noise in Watching
a TV Advertisement
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Advertising Clutter
How many ads were you exposed to duringthe last 24 hours from the following media? Television
Radio
Magazines Newspapers
Billboards
Internet Web sites
How many ads can you recall from each ofthe above media?
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Which advertisement attracts your attention the most?
Which advertisement is the least appealing?
How important is the brand name in each ad?
What is the message of each individual advertisement?
What makes each advertisement effective?
What are the pros and cons of each advertisement?
Advertisements
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Information technology (POS data)
Changes in channel power (online retails)
Increase in competition (global competitors) Brand parity (How the companys products
are different?)
Integration of information (Internet, Blogs,consumer reports..)
Decline in effectiveness of televisionadvertising.
Trends Impacting Integrated Advertising and
Marketing Communications
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Integrated Marketing Communications
is the coordination and integration of allmarketing communication tools,avenues and sources within a companyinto a seamless program which
maximizes the impact on consumersand other end-users at a minimal cost.The IMC includes all business-to-business, channel, customer, externalcommunications and internalcommunications.
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The marketing mix: Products
Pricing systems
Distribution systems
Promotional programs
The promotions mix: Advertising
Sales promotions (including consumer and trade promotions)
Personal selling activities
The IMC promotions mix also includes:
Direct marketing Public relations programs
Internet marketing
All of these elements must blend together to present aunified message.
IMC Involves
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A simpler version:
Integrated Marketing Communicationsis the management of an organizationsimage.
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F I G U R E 1 . 6
Integrated Marketing Communication Plan