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Integrated Marketing Communications: An Overview

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Our Objectives Today

Get to know each otherCourse expectationsYour expectationsMy expectationsWhat is integrated marketing

communications?

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My Expectations

That you come to class preparedThat you participate, question and

discussThat you deliver things professionally

and on timeThat you have some fun

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What you can expect from me

Be here and preparedAvailable as a resource - quick response Fair evaluationOpen to your ideasCommitted to your successHave fun!

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How to reach me

Marianne Marando

Room C2027

Email:marianne.marando@senecac.on.ca

Voicemail : 416-491-5050 ext. 6022

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The most important source of information …

https://www.my.senecacollege.ca

Check before every class –

•Class cancellations and changes

•Class notes

•Assignments

•Due dates

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The Text

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Course Expectations - Outline

Tests (2) 30%

Workshops (best 4 of 6) 20%

IMC Plan (2 reports) 30%

IMC Plan presentation 10%

Hot Topic Presentation 10%

Check Blackboard often for updates

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Hot Topic Presentation

Details and schedule

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Integrated Marketing Communications

“The coordination of all forms of marketing communications into a unified program that maximizes the impact on consumers and other customers.”

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IMC Mix

TargetMarketTargetMarket

AdvertisingAdvertising

PublicRelations

PublicRelations

SalesPromotion

SalesPromotion

Personal SellingPersonal Selling

Events andSponsorship

Events andSponsorship

DirectResponse

DirectResponse

OnlineInteractive

OnlineInteractive

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Why Integration?

1. Organizations are looking for a “total solutions” communications approach to solving business problems.

2. There is a demand for comprehensive, seamless campaigns.

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Advertising

“A persuasive form of marketing communication that stimulates a positive response from a target market.”

1. Product Advertising – communicates benefits and builds brand image.

2. Promotional Advertising – communicates specific offers to encourage immediate response.

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Great Advertising Can Strike a Responsive Chord in Consumers

• Wendy’s Video

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Direct-Response Communications

“Delivering a message to a target audience of one. The messages goes directly from the organization to the customer.”

1. Direct Mail

2. Direct-Response Television

3. Direct-Response Print

Image concerns aside, blue chip companies use this form of communication frequently.

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Bose Uses Direct Response Advertising

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Interactive Communications

“Communications by the Internet, CD-ROM and other interactive sources.”

Database marketing techniques and a desire to implement customer relationship management programs are fueling growth in interactive communications.

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American Airlines Encourages Customers to Do It All Online

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Sales Promotion

“Activities (incentives) that stimulate an immediate reaction from consumers and distributors.”

1. Consumer Promotion for “pull”

2. Trade Promotion for “push”

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Personal Selling

“The delivery of a personalized message between a seller and a buyer.”

Personal selling is the human component of integrated marketing communications.

Sellers work with distributors to get a product into distribution; they make the product available to final users.

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Public Relations

“Communications that are designed to gain public understanding and acceptance.”

1. Messages are placed at no cost.

2. Messages can promote a brand or company.

3. Messages often deal with crisis situations.

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DuPont Uses Public Relations to Enhance Its Corporate Image

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Event Marketing and Sponsorships

“Planning and marketing an event by a company or brand or supporting an event financially in return for advertising privileges.”

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Trends Conducive to IMC

1. Customer Relationship Management (CRM)

2. Database Management Techniques

3. Communications Technologies Are Changing

4. Demand for Efficiency and Accountability

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For next class

Read Chapter 1 of textRead article – “Gatorade’s Secret

Weapon” and be prepared to discuss the following question for next class:How has Gatorade demonstrated IMC?

Give specific examples.Sign up for Hot Topic date

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Consumer Behaviour

“The behaviour of individuals in obtaining and using goods and services, including the decision-making processes that precede and determine the purchase.”

Organizations invest a considerable sum in marketing research to learn about consumer behaviour.

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Needs and Motivation Theory

NeedNeed

MotiveMotive

Absence of something useful

Condition prompting action to satisfy a need

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Ads Help Consumers Recognize Needs

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The Hierarchy of Needs

Self-ActualizationSelf-Actualization

EsteemEsteem

SocialSocial

SafetySafety

Physiological Physiological

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Personality

Personality refers to a person’s distinguishing psychological characteristics that lead to fairly consistent responses.

RealSelfRealSelf

Self-Image

Self-Image

Looking-Glass SelfLooking-Glass Self

IdealSelfIdealSelf

Many communications plans revolve around the looking-glass self and the ideal self.

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Attitudes

AttitudeAttitudeOne’s feelings about an idea or object.

1. Attitudes are influenced by friends, family, trendsetters, opinion leaders, and advertising.

2. Gaining acceptance is easier if the product fits the attitudes held by the target.

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Perception

Individuals receive and interpret messages differently.

Selective ExposureSelective Exposure

Selective PerceptionSelective Perception

Selective RetentionSelective Retention

We notice things of interest.

Tuning out information that conflicts with attitudes.

We remember what we want to.

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Reference Group Influence

ReferenceGroup

ReferenceGroup

A group of people with a common interest.

The desire to “fit in” affects behaviour and buying decisions.

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Family Influences

Each family member has some influence on the behaviour of other family members.

Changing roles and responsibilities of family members has necessitated “double targeting” by marketing organizations.

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Market Segmentation

DEMOGRAPHICAge, income, education, household formation

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Market Segmentation

DEMOGRAPHICAge, income, education, household formation

PSYCHOGRAPHIC

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Market Segmentation

DEMOGRAPHICAge, income, education, household formation

PSYCHOGRAPHIC

GEOGRAPHIC

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Market Segmentation, Targeting, and Positioning

Develop profiles ofresulting segments

MarketSegmentation

Develop measures ofsegment attractiveness

Select thetarget segment(s)

Develop positioningfor each segment

Develop marketing mixfor each segment

Identify bases forsegmenting market

Markettargeting

Marketpositioning