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An Introduction to Integrated Marketing Communications

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An Introduction to Integrated Marketing Communications. The Role of Marketing. Nonprofit Organizations. Advertising & Promotion. Solicit donations Offer intangible social and psychological satisfactions. Inform customers of a product or service - PowerPoint PPT Presentation
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01 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin An Introduction to Integrated Marketing Communications
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Page 1: An Introduction to Integrated Marketing Communications

01

Copyright © 2012 McGraw-Hill Companies, Inc., All right reversedMcGraw-Hill/Irwin

An Introduction to IntegratedMarketing Communications

Page 2: An Introduction to Integrated Marketing Communications

The Role of Marketing

Advertising & Promotion

Inform customers of a product or service

Convince them of its ability to satisfy their wants or needs

Help develop and sustain relationships

Nonprofit Organizations

Solicit donations

Offer intangible social and psychological satisfactions

1-2

Page 3: An Introduction to Integrated Marketing Communications

The Marketing Mix

• The Four Ps• Product• Price• Place• Promotion

1-3

Page 4: An Introduction to Integrated Marketing Communications

Building Brands in a Recession

Consumers

Spend less money

Carefully scrutinize purchases

Rethink brand loyalties

Willing to trade off or down

More price sensitive

More value conscious

1-4

Page 5: An Introduction to Integrated Marketing Communications

Building Brands in a Recession

Reduce advertising budgets

Balance discounts/promos w/brand image

Must overcome consumer distrust

Change product marketing focus

Increase online social presence

Look for new ways to remain relevant

Companies

1-5

Page 6: An Introduction to Integrated Marketing Communications

Advertising Classifications

Primary / Selective Demand

Business-to-Business

Organizations

National

Retail / Local

Professional

Trade

Consumers

1-6

Page 7: An Introduction to Integrated Marketing Communications

Forms of Direct Marketing

Database Management

Telemarketing

Direct Mail

Shopping Channels

Catalogs

InternetSales

Direct Selling

Direct Response Ads

1-7

Page 8: An Introduction to Integrated Marketing Communications

Interactive Marketing

• Interactive media• Internet• Kiosks• Interactive television• Cell phones• Other mobile devices

1-8

Page 9: An Introduction to Integrated Marketing Communications

Sales Promotion

Marketing activities that provideextra value or incentives to the…

Sales Force

Retailers

Ultimate Consumer

1-9

Page 10: An Introduction to Integrated Marketing Communications

Publicity

High credibility and low cost

Not always under company control

Is sometimes unfavorable

A news story, editorial, or

announcement to a mass audience

Not directly paid foror run under

identified sponsor

1-10

Page 11: An Introduction to Integrated Marketing Communications

Public Relations

• Management function• Evaluates public attitudes• Identifies items of public interest• Executes a program of action to earn

public understanding and acceptance

• Primary objectives• Establish and maintain a positive image

of the company among various publics

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Page 12: An Introduction to Integrated Marketing Communications

Personal Selling

• Person-to-person communication• A seller attempts to assist and/or

persuade prospective buyers to make a purchase or act on an idea

1-12

Page 13: An Introduction to Integrated Marketing Communications

Elements of a Marketing Plan

Detailed situation analysis

Marketing strategy and program

Specific marketing objectives

Program for implementing the strategy

Process for monitoring & evaluating performance

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Page 14: An Introduction to Integrated Marketing Communications

Promotional Program Situational Analysis

Internal

Firm’s promotional organization/capabilitiesReview of previous programs and resultsAssess firm/brand imageAssess strengths and weaknesses of product or service

External

Customer analysisCompetitive analysisEnvironmental analysis

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Page 15: An Introduction to Integrated Marketing Communications

Monitoring, Evaluation, Control

Basic Goals

Determine how well the programis doing, and why

Problem correction

Continual management feedback

Input for future promotions/strategies

1-15


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