01 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin An...
-
Upload
gabriella-hopkins -
Category
Documents
-
view
212 -
download
0
Transcript of 01 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin An...
![Page 1: 01 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin An Introduction to Integrated Marketing Communications.](https://reader030.fdocuments.us/reader030/viewer/2022032802/56649dff5503460f94ae7ab4/html5/thumbnails/1.jpg)
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.](https://reader030.fdocuments.us/reader030/viewer/2022032802/56649dff5503460f94ae7ab4/html5/thumbnails/2.jpg)
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.](https://reader030.fdocuments.us/reader030/viewer/2022032802/56649dff5503460f94ae7ab4/html5/thumbnails/3.jpg)
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.](https://reader030.fdocuments.us/reader030/viewer/2022032802/56649dff5503460f94ae7ab4/html5/thumbnails/4.jpg)
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.](https://reader030.fdocuments.us/reader030/viewer/2022032802/56649dff5503460f94ae7ab4/html5/thumbnails/5.jpg)
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.](https://reader030.fdocuments.us/reader030/viewer/2022032802/56649dff5503460f94ae7ab4/html5/thumbnails/6.jpg)
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.](https://reader030.fdocuments.us/reader030/viewer/2022032802/56649dff5503460f94ae7ab4/html5/thumbnails/7.jpg)
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
![Page 8: 01 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin An Introduction to Integrated Marketing Communications.](https://reader030.fdocuments.us/reader030/viewer/2022032802/56649dff5503460f94ae7ab4/html5/thumbnails/8.jpg)
Interactive Marketing
• Interactive media• Internet• Kiosks• Interactive television• Cell phones• Other mobile devices
1-8
![Page 9: 01 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin An Introduction to Integrated Marketing Communications.](https://reader030.fdocuments.us/reader030/viewer/2022032802/56649dff5503460f94ae7ab4/html5/thumbnails/9.jpg)
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.](https://reader030.fdocuments.us/reader030/viewer/2022032802/56649dff5503460f94ae7ab4/html5/thumbnails/10.jpg)
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
1-10
![Page 11: 01 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin An Introduction to Integrated Marketing Communications.](https://reader030.fdocuments.us/reader030/viewer/2022032802/56649dff5503460f94ae7ab4/html5/thumbnails/11.jpg)
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.](https://reader030.fdocuments.us/reader030/viewer/2022032802/56649dff5503460f94ae7ab4/html5/thumbnails/12.jpg)
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
1-12
![Page 13: 01 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin An Introduction to Integrated Marketing Communications.](https://reader030.fdocuments.us/reader030/viewer/2022032802/56649dff5503460f94ae7ab4/html5/thumbnails/13.jpg)
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
1-13
![Page 14: 01 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin An Introduction to Integrated Marketing Communications.](https://reader030.fdocuments.us/reader030/viewer/2022032802/56649dff5503460f94ae7ab4/html5/thumbnails/14.jpg)
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.](https://reader030.fdocuments.us/reader030/viewer/2022032802/56649dff5503460f94ae7ab4/html5/thumbnails/15.jpg)
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