overview of integrated marketing communications chapter one
TRANSCRIPT
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Overview of Integrated Marketing
Communications
Chapter One
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• To introduce the topic of marketing communications (marcom) and identify the tools used by practitioners.
• To describe the philosophy and practice of integrated marketing communications (IMC).
• To present the five key features of IMC.
• To identify obstacles to implementing IMC.
Chapter One Objectives
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Chapter One Objectives
• To introduce a framework that illustrates the activities involved in developing an integrated communications program.
• To distinguish some of the important trade associations in the marcom Field.
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Elements of Marketing Communications
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Marketing Communications at the Brand Level
This is the key means for
differentiating one company’s offering
from another’s
A well-known and respected brand is an invaluable asset
Brand
A successful brand can create barriers to entry for
competitors
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Tools of Marcom
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Integrated Marketing Communications (IMC)
The philosophy and practice of carefully coordinating a brand’s sundry marketing communication elements.
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An Example
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The Meaning of Synergy
• The payoff from IMC is that brand managers achieve
– The integration of multiple communication tools and media yield more positive communication results than the tools used individually
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Five Key Features of IMC
1. Start with the customer or prospect.
2. Use any form of relevant contact.
3. Achieve synergy (speak with a single voice).
4. Build relationships.
5. Affect behavior.
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An Example of Touch Point, or 360° Marketing: Hershey
Foods
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Contact Method: USA Network’s Promotion of Miniseries Traffic
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Another Example of Touch Point Marketing: BriteVision Media
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Changes in Marketing Communication Practices
• Reduced dependence on mass media
advertising.
• Increased reliance on highly targeted
communication methods.
• Heightened demands on suppliers.
• Increased efforts to assess communications’
return on investment.
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Obstacles to Implementing IMC
• Few providers have the skills required
to execute.
• Mass media campaigns easier than
Direct-to-Customer.
• The real challenge is to make sure
that tools are consistently executed.
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Making Brand-Level Marcom Decisions
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Making Fundamental Marcom Decisions
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A Targeted B2B Ad
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A Concluding Mantra: All Marketing Communications Should Be…
Directed To A Particular Target Market
Clearly Positioned
Undertaken To Accomplish The Objective Within Budget
Constraint
Created To Achieve a Specific Objective
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Marcom Implementation Decisions
• Mixing elements
• Creating messages
• Selecting media
• Establishing momentum
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MarCom Outcomes
Enhancing Brand Equity Affecting Behavior
Outcomes
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Program Evaluation
Program Evaluation• Measuring Results • Providing Feedback
•Taking Corrective Action