integrated marketing communications

PRESENTED BY:HARENDHIRA PRASAD M N RAJESH SOUNDARARAJANSIVAKUMAR PSSURENDERAN EDHIVYA KAMATHCIBHUVANAMBIGAI

MARKETING COMMUNICATIONS

• The means by which firms attempt to inform, persuade and remind consumers about the products and brands they sell.

• Recent developments– Internet – Ad skipping video recorders– Multi purpose cell phones– Portable video players

MARKETING COMMUNICATIONS MIX

• Advertising• Sales promotion• Events and experiences• Public relations and publicity• Direct Marketing• Interactive Marketing• Word-of-mouth Marketing• Personal selling

INTEL

• Founded in 1968 by Gordon E. Moore and Robert Noyce

• Semiconductors and PCs

• Focus on Microprocessors

IMC - INTEL

• “Intel inside” campaign started in 1991 by Dennis Carter

• Five note jingle

• Inclusion of jingle in the PC ads

C:\Users\rajesh\Desktop\marketing IMC cas

Print ads - INTEL

Print ads - INTEL

Print ads - INTEL

Public Relations - Intel

• Intel designs programs or messages to protect its image or individual products– Core 2 Duo processor publicity

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Events and experiences - Intel

• Intel sponsored activities and programs

• Jointly carried out activities (for e.g. With HP)

• Provides the BMW Sauber F1 Team with the processor technology

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Direct & Interactive Marketing - INTEL

• Use of internet for communicating directly

• Online programs to raise awareness and improve image

• Word-of –mouth marketing through blogs and oral communication regarding the merits

• Partnership with Sandoval county in building Rio Rancho High School

Direct & Interactive Marketing - INTEL

Marketing communications effects - INTEL

• Growth in processor shipments of about 20% year after year

• Increased brand awareness and image among people• One of the world’s 100 most powerful brands (In 2007

Millward Brown publication)

Advertisement• Highlighting the Spirit of Olympics and

China.

• Highlighting the Players.

• Highlighting the Technologies used.– Wind energy.– Full Mobile System.

• Print Ads and Billboards

Bill Boards

Bill Boards

Print Ads

Print Ads

Advertisements combined with Sponsors

• Three Different Levels• Worldwide sponsorship,

– also known as the Olympic Partner Programme (TOP),

• Olympic Games sponsorship– targeted within China

• National sponsorship – marketing rights within the territory only.

Sponsors

Promotion - Logo was printed on many articles

Event and Experience

• Opening and Closing Ceremony.

• Torch Relay

• Tour of Beijing promotional event held in Vienna

• Whirlwind tour of China

• China Youth Great Wall Tour

Opening Ceremony

Youth Great wall Tour

Public Relation and Publicity• Olympic song "Beijing Welcomes You“.• Separate Radio Frequency.• Continuous broadcasting of Olympics News by

Media Partners• Media Services

– Main Press Centre– Venue Press Centre– Olympic News Service (ONS)– Photo Services– World Press Briefing

Direct and Indirect marking

• Web- sites

• E-mails

Word-of-mouth MarketingBlogs

The Branded Olympics

• Done in three levels • First, Olympics sponsors are the most visible commercial

aspect of the Games to the huge television audiences. • Second, these sponsors are co-branding with the

Olympics brand itself. The power of the Olympics brand derives from three distinct strong elements of differentiation. – Olympics are infrequent – always about top-level athletes – vehicles to express national pride

• Finally, the biggest brand of Beijing 2008 is China itself.

Package

Barack Obama

Personal charisma Use of all communications media Targeted his message beyond previous or likely voters The campaign consistently communicated his upbeat

themes of “hope” and "change you can believe in” Anticipated and outsmarted the competition An excellent marketing and campaign team

"I want to campaign the same way I govern, which is to respond directly and forcefully with the truth,"~ Barack Obama

Logos & Taglines

Campaign AdsTelevision advertisements

biographical commercial campaign – 18 states 30-minute infomercial

"American Stories, American Solutions“

Campaign songs

Package

OOD Advertising

Interactive Marketing• $8 million - Google,

Yahoo, Facebook, news Web sites, & ad networks

• E-mail campaign

Word of Mouth

Site Widgets & Icons

Mobile Marketing

Go Obama.mp3

Campaign Spending

Team Obama Raised nearly $200 million online, $2 million per day. Obama attracted more donors than the entire

Democratic or Republican party nationwide. Almost half of Obama's unprecedented $639 million

came from small donors giving $300 or less David Axelrod, media strategist. Founder of Chicago-

based AKP Media David Plouffe, campaign manager. Partner, AKP Media Robert Gibbs, communications chief

Final Speech