IMC- Brain of marketing

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An Introduction to Integrated marketing communication

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An Introduction to Integrated Marketing Communications : 

An Introduction to Integrated Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

IMC–Audience Contact Points : 

IMC–Audience Contact Points Marketing Communications Audience © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Traditional Approach to Marketing Communications : 

Traditional Approach to Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Contemporary IMC Approach : 

Contemporary IMC Approach © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Marketing Revolution and Shifting Tides : 

Marketing Revolution and Shifting Tides From Toward © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Dell Focuses on Building a Relationship With Customers : 

Dell Focuses on Building a Relationship With Customers + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

IMC and Branding : 

IMC and Branding Brand Identity is a combination of factors: Name, logo, symbols, design, packaging, product or service performance, and image or associations in the consumer’s mind. 1. Coca-Cola $70.5 2. Microsoft $65.1 3. IBM $51.8 4. GE $42.3 5. Intel $31.1 6. Nokia $29.4 7. Disney $28.0 8. McDonald’s $24.7 9. Marlboro $22.2 10. Mercedes $21.4 IMC plays a major role in the process of developing and sustaining brand identity and equity. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Basic Elements of the Promotional Mix : 

Advertising Direct Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Personal Selling Advertising Direct Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Basic Elements of the Promotional Mix © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Classifications of Advertising : 

Primary vs. Selective Demand Advertising National Advertising Retail/Local Advertising Business-to-Business Advertising Professional Advertising Classifications of Advertising © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Direct Marketing is Part of IMC : 

Direct Response Advertising Direct Mail Telemarketing Catalogs Shopping Channels Direct Marketing is Part of IMC DirectMarketing © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Bose Uses Direct Response Advertising : 

Bose Uses Direct Response Advertising + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Using the Internet as an IMC Tool : 

Obtains Customer Database Information Communicates and Interacts With Buyers Provides Customer Service and Support Educates or Informs Customers A Persuasive Advertising Medium A Sales Tool or an Actual Sales Vehicle Using the Internet as an IMC Tool TheInternet © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

American Airlines Encourages Customers to Do It All Online : 

American Airlines Encourages Customers to Do It All Online + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Sales Promotion Tools : 

Consumer-oriented [For end-users] Trade-oriented [For resellers] Sales Promotion Tools Events Events Loyalty Programs Loyalty Programs Bonus Packs Bonus Packs Refunds/Rebates Refunds/Rebates Contests/Sweepstakes Contests/Sweepstakes Premiums Premiums Samples Samples Coupons Coupons CoopAdvertising CoopAdvertising TradeShows TradeShows TrainingPrograms TrainingPrograms POP Displays POP Displays Trade Allowances © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Various Uses of Sales Promotion : 

Introduce New Products Get Existing Customers to Buy More Attract New Customers Maintain Sales In Off Season Increase Retail Inventories Tie In Advertising & Personal Selling Enhance Personal Selling Various Uses of Sales Promotion Sales Promotion © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Advertising Versus Publicity : 

Advertising Versus Publicity Advertising Publicity Tentative Low Low/Unspecified Uncontrollable Great Lower Measurable Schedulable High/Specific High Specifiable Undetermined Higher Little Factor Control Credibility Reach Frequency Cost Flexibility Timing © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Publicity Vehicles : 

Interviews Feature Articles Special Events News Releases Publicity Vehicles PublicityVehicles © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Public Relations Tools : 

Corporate Advertising Corporate Advertising Cause-related Marketing Cause-related Marketing Publicity Vehicles Community Activities Public Affairs Activities Special Publications Special Event Sponsorship Publicity Vehicles Community Activities Public Affairs Activities Special Publications Public Relations Tools © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

DuPont Uses Advertising to Enhance Its Corporate Image : 

DuPont Uses Advertising to Enhance Its Corporate Image + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Integrated Marketing Communications Planning Model : 

Integrated Marketing Communications Planning Model © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Marketing Plan : 

1. A detailed situation analysis 1. A detailed situation analysis 3. A marketing strategy and program 4. A program for implementing the strategy 2. Specific marketing objectives The Marketing Plan © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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