Integrated Marketing Communication (Professor Mathur)

Sameer Mathur Assistant Professor (Marketing) www.smathur.com:

Sameer Mathur Assistant Professor (Marketing) www.smathur.com Integrated Marketing Communications

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2 FREE TEACHING RESOURCES ON MARKETING MANAGEMENT at www.smathur.com/teaching.php Over 100,000 views by Management students and business professionals from over 90 different countries These presentations are part of Sameer Mathur's teaching portfolio. They are free to view or download for non-profit, academic use. Disclaimer: These teaching materials have been compiled from multiple, non-credited sources for non-profit, academic use. Copyright is retained by the original content creators. Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : sameer.mathur@mcgill.ca Twitter: @ProfessorMathur Facebook: Click Here

Integrated Marketing Communications:

Integrated Marketing Communications 3

Why IMC?:

Why IMC? 4

Promotional Mix:

Promotional Mix 5

Integrated Marketing Communication:

Integrated Marketing Communication

Marketing Communications Mix:

Marketing Communications Mix Advertising: Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor Sales promotion: Short-term incentives to encourage purchase or sale of a product or service Public relations: Building good relations and corporate image with the company’s publics using publicity, and handling unfavourable events Personal selling: Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships Direct marketing: Direct communications with targeted individuals to obtain an immediate response and lasting customer relationships 7

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Comparison 8

Promotion Decision Process:

Promotion Decision Process Source: walmart.com, target.com, kmart.com; Business 2.0, June 2003 9

Communication Process:

Communication Process Source: walmart.com, target.com, kmart.com; Business 2.0, June 2003 10

A product in the Mature Stage of the PLC:

A product in the Mature Stage of the PLC 11

Promotion over PLC:

Promotion over PLC Source: walmart.com, target.com, kmart.com; Business 2.0, June 2003 12

“Push” Channel Strategy:

“Push” Channel Strategy 13

“Pull” Channel Strategy:

“Pull” Channel Strategy 14

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Push vs. Pull 15

THREE Reasons for :

THREE Reasons for IMC

THREE Reasons :

THREE Reasons

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Source: walmart.com, target.com, kmart.com; Business 2.0, June 2003 18 Media Explosion

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THREE Reasons :

THREE Reasons

Consumers Take Over:

Consumers Take Over 26

Signs that the Consumer is in Control:

Signs that the Consumer is in Control Media fragmentation Explosion of cable TV Birth of the Internet TiVo/DVRs Viral Marketing Rise of the Blog Social Networking Consumer Generated Media 27

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Doritos Ups The Pot For Super Bowls Ad Contest USA Today Frito-Lay is announcing today that it's adding some spice to what already seems like a Super Bowl tradition: the annual consumer-generated commercials for Doritos, Bruce Horovitz reports. Three, rather than two, 30-second executions will be aired and the company is offering up to $5 million in prize money, rather than the $1 million that two unemployed brothers won last year by finishing first in USA Today's Ad Meter poll. This year, an Ad Meter top-prize winner will get $1 million; a second place will garner $600,000; third, $400,000. If the spots finish 1-2-3 in the polling, each will get a $1 million bonus. "This is a new world where one person (online) can make a difference to millions," says Ann Mukherjee, group vp of marketing at Frito-Lay. "If we can trust them with our brand, they become better ambassadors than we can ever be." But a payoff is assured only for Frito-Lay, notes Kathy Sharpe, owner of Sharpe Partners. "Even if [the ads] don't win Ad Meter, they still get buzz and engage consumers with their brand." :

31 Doritos Ups The Pot For Super Bowls Ad Contest USA Today Frito-Lay is announcing today that it's adding some spice to what already seems like a Super Bowl tradition: the annual consumer-generated commercials for Doritos , Bruce Horovitz reports. Three, rather than two, 30-second executions will be aired and the company is offering up to $5 million in prize money, rather than the $1 million that two unemployed brothers won last year by finishing first in USA Today 's Ad Meter poll. This year, an Ad Meter top-prize winner will get $1 million; a second place will garner $600,000; third, $400,000. If the spots finish 1-2-3 in the polling, each will get a $1 million bonus. "This is a new world where one person (online) can make a difference to millions," says Ann Mukherjee, group vp of marketing at Frito-Lay. "If we can trust them with our brand, they become better ambassadors than we can ever be." But a payoff is assured only for Frito-Lay, notes Kathy Sharpe, owner of Sharpe Partners. "Even if [the ads] don't win Ad Meter, they still get buzz and engage consumers with their brand."

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THREE Reasons :

THREE Reasons

Branding is Everything:

Branding is Everything 37

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ADAGE More Consumers Make the Switch to Macs Analysts Say Apple's Disciplined Marketing Is Behind Trend, not Just Vista 'Debacle' YORK, Pa. (AdAge.com) -- For a long time, David Alison was a Mac hater. In fact, one of the avatars he used was the face of actor John Hodgman , the PC guy in Apple's "Get a Mac" ads. As a software developer, he was heavily invested in and committed to Windows. While he had been a longtime iPod fan, it hadn't been enough to get him to switch. Gaining converts: But then last year his friends started buying iPhones and making the switch -- "guys like me, who didn't really care for Macs." And when the latest Windows operating system, Vista, came out, "It didn't do anything for me," Mr. Alison said. "The very initial version was really a mess. 41

THREE Reasons :

THREE Reasons

Summary: Integrated Marketing Communication:

Summary: Integrated Marketing Communication The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. 43

Readings P422, 6. Integrated Marketing Communications and Direct Marketing P425, The Communication Process P425, Encoding and Decoding P426, Feedback P427, The Promotional Elements P428, Advertising; Personal Selling P429, Public Relations; Sales Promotion P430, Direct Marketing P430, Integrated Marketing Communications: Developing the Promotional Mix P430, The Target Audience P432, The Product Life Cycle P433, Product Characteristics :

Readings P422, 6. Integrated Marketing Communications and Direct Marketing P425, The Communication Process P425, Encoding and Decoding P426, Feedback P427, The Promotional Elements P428, Advertising; Personal Selling P429, Public Relations; Sales Promotion P430, Direct Marketing P430, Integrated Marketing Communications: Developing the Promotional Mix P430, The Target Audience P432, The Product Life Cycle P433, Product Characteristics 44

Readings P434, Stages of the Buying Decision P434, Channel Strategies P436, Developing the Promotion Program P436, Identifying the Target Audience P436, Identifying the Target Audience P437, Specifying Promotion Objectives P437, Setting the Promotion Budget P438, Selecting the Right Promotional Tools P439, Designing the Promotion P439, Scheduling the Promotion P439, Executing and Evaluating the Promotion Program P441, Direct Marketing P441, The Growth of Direct Marketing P442, The Value of Direct Marketing :

Readings P434, Stages of the Buying Decision P434, Channel Strategies P436, Developing the Promotion Program P436, Identifying the Target Audience P436, Identifying the Target Audience P437, Specifying Promotion Objectives P437, Setting the Promotion Budget P438, Selecting the Right Promotional Tools P439, Designing the Promotion P439, Scheduling the Promotion P439, Executing and Evaluating the Promotion Program P441, Direct Marketing P441, The Growth of Direct Marketing P442, The Value of Direct Marketing 45

The SlideShare.net editorial team showcased these slides in November 2010:

The SlideShare.ne t editorial team showcased these slides in November 2010 46

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47 FREE TEACHING RESOURCES ON MARKETING MANAGEMENT at www.smathur.com/teaching.php Over 100,000 views by Management students and business professionals from over 90 different countries These presentations are part of Sameer Mathur's teaching portfolio. They are free to view or download for non-profit, academic use. Disclaimer: These teaching materials have been compiled from multiple, non-credited sources for non-profit, academic use. Copyright is retained by the original content creators. Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : sameer.mathur@mcgill.ca Twitter: @ProfessorMathur Facebook: Click Here

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48 Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : sameer.mathur@mcgill.ca Twitter: @ProfessorMathur Facebook: Click Here RELATED SLIDES CLICK BELOW TO LEARN ABOUT: 1. Retailing 2. Sales Promotion POPULAR SLIDES CLICK BELOW TO LEARN ABOUT: 1. Segmentation and Targeting 2. Positioning, Perceptual Maps