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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: 01 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin 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: 01 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin 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: 01 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin An Introduction to Integrated Marketing Communications

The Marketing Mix

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

1-3

Page 4: 01 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin 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: 01 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin 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: 01 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin An Introduction to Integrated Marketing Communications

Advertising Classifications

Primary / Selective Demand Primary / Selective Demand

Business-to-Business Business-to-Business

Organizations

National National

Retail / Local Retail / Local

Professional Professional

Trade Trade

Consumers

1-6

Page 7: 01 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin An Introduction to Integrated Marketing Communications

Forms of Direct Marketing

Database Management

Database Management

TelemarketingTelemarketing

Direct MailDirect Mail

Shopping ChannelsShopping Channels

CatalogsCatalogs

InternetSalesInternetSales

Direct SellingDirect Selling

Direct Response Ads

Direct Response Ads

1-7

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Interactive Marketing

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

1-8

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Sales Promotion

Marketing activities that provideextra value or incentives to the…

Sales Force

Retailers

Ultimate Consumer

1-9

Page 10: 01 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin An Introduction to Integrated Marketing Communications

Publicity

High credibility and low cost

High credibility and low cost

Not always under company control

Not always under company control

Is sometimes unfavorable

Is sometimes unfavorable

A news story, editorial, or

announcement to a mass audience

A news story, editorial, or

announcement to a mass audience

Not directly paid foror run under

identified sponsor

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Page 11: 01 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin 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

1-11

Page 12: 01 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin 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

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Page 13: 01 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin 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: 01 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin An Introduction to Integrated Marketing Communications

Promotional Program Situational Analysis

Internal

Firm’s promotional organization/capabilities

Review of previous programs and results

Assess firm/brand image

Assess strengths and weaknesses of product or service

External

Customer analysis

Competitive analysis

Environmental analysis

1-14

Page 15: 01 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin 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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Irwin/McGraw Hill The McGraw-Hill Companies, Inc., 2000 · Slides by Matthew Will Chapter 2 Irwin/McGraw Hill ©The McGraw-Hill Companies, Inc., 2000. Irwin/McGraw Hill ... " Tools

McGraw-Hill©The McGraw-Hill Companies, Inc., 2000 SUBNETTING

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McGraw-Hill Science Newsroom - Macmillan/McGraw-Hill€¦ · McGraw-Hill Science Newsroom Primary Edition complements the McGraw-Hill Science 2000textbook series by offering one interactive

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Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin 10 Media Planning and Strategy

1 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin An Introduction to Integrated Marketing Communications

McGraw-Hill © 2000 The McGraw-Hill Companies 1 S M McGraw-Hill © 2000 The McGraw-Hill Companies

1 McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved. Chapter Seven McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc.,