8/3/2019 APCh01

1/28

An Introduction toIntegrated Marketing

Communications

An Introduction toIntegrated Marketing

Communications

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8/3/2019 APCh01

2/28

The Growth of Advertising and Promotion

Expenditure in Billions of Dollars

$0 $50 $100 $150 $200 $250 $300

Advertising

Outside U.S.

U.S. Sales

Promotion

U.S. Advertising

2002

1980

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8/3/2019 APCh01

3/28

IMCAudience Contact Points

MarketingCommunications

Audience

Point ofPurchase

PublicityPublic

RelationsPackaging

DirectResponse

Sales

Promotion

EventsOutdoorBroadcast

MediaPrint Media

Direct Mail

Internet/

InteractiveMedia

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8/3/2019 APCh01

4/28

IMC Principles Extend Worldwide

+ 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8/3/2019 APCh01

5/28

Point ofPurchase

Publicity

PublicRelations

DirectMarketing

InteractiveMarketing

SpecialEvents

Packaging

SalesPromotion

DirectResponse

Traditional Approach to MarketingCommunications

MediaAdver-tising

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8/3/2019 APCh01

6/28

Contemporary IMC Approach

Point ofPurchase

Publicity

InteractiveMarketing

PublicRelations

DirectMarketing

SpecialEvents

PackagingSales

PromotionDirect

Response

MediaAdver-tising

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8/3/2019 APCh01

7/28

The US Army Uses TV Advertising asPart of Its IMC Program

*Click outside of the video screen to advance to the next slide

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8/3/2019 APCh01

8/28

8/3/2019 APCh01

9/28

Dell Focuses on Building a RelationshipWith Customers

+ 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8/3/2019 APCh01

10/28

IMC and Branding

Brand Identity is acombination of factors:

Name, logo, symbols,

design, packaging,

product or serviceperformance, and image

or associations in the

consumers mind.

2003 Brand

Value(BillionsofDollars)

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 $28.08. McDonalds $24.7

9. Marlboro $22.2

10. Mercedes $21.4

IMCplays a major rolein the process of

developing and

sustaining brand

identity and equity.

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8/3/2019 APCh01

11/28

Intels Advertising Helps Build Brand Equity

*Click outside of the video screen to advance to the next slide

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8/3/2019 APCh01

12/28

Coordinated Marketing MixElements Build Image

+ 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8/3/2019 APCh01

13/28

Advertising

Direct Marketing

Interactive/

Internet Marketing

Sales Promotion

Publicity/PublicRelations

Personal Selling

Advertising

Direct Marketing

Interactive/

Internet Marketing

Sales Promotion

Publicity/PublicRelations

Basic Elements of the Promotional Mix

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8/3/2019 APCh01

14/28

Primary vs. SelectiveDemand AdvertisingPrimary vs. SelectiveDemand Advertising

Business-to-Business Advertising

Organizations

National Advertising

Retail/Local Advertising

Professional Advertising

Trade Advertising

National Advertising

Retail/Local Advertising

Business-to-Business Advertising

Professional Advertising

Classifications of Advertising

Consumers

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8/3/2019 APCh01

15/28

Great Advertising Can Strike aResponsive Chord with Consumers

*Click outside of the video screen to advance to the next slide

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8/3/2019 APCh01

16/28

An Example of B-to-B Advertising

+ 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8/3/2019 APCh01

17/28

DirectResponse

Advertising

DirectResponse

Advertising

DirectMail

Cataloging

Telemarketing

Internet

Sales

ShoppingChannels

DirectMail

Telemarketing

Catalogs

ShoppingChannels

Direct Marketing is Part of IMC

DirectMarketing

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8/3/2019 APCh01

18/28

Bose Uses Direct Response Advertising

+ 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8/3/2019 APCh01

19/28

Builds andMaintainsCustomer

Relationships

ObtainsCustomerDatabase

Information

Communicatesand InteractsWith Buyers

ProvidesCustomer

Service andSupport

Educates orInforms

Customers

A PersuasiveAdvertising

Medium

A Sales Toolor an ActualSales Vehicle

ObtainsCustomerDatabase

Information

Communicatesand InteractsWith Buyers

ProvidesCustomer

Service andSupport

Educates orInforms

Customers

A PersuasiveAdvertising

Medium

A Sales Toolor an ActualSales Vehicle

Using the Internet as an IMC Tool

TheInternet

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8/3/2019 APCh01

20/28

American Airlines EncouragesCustomers to Do It All Online

+ 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8/3/2019 APCh01

21/28

8/3/2019 APCh01

22/28

Introduce NewProducts

Get ExistingCustomers to

Buy More

Attract NewCustomers

Maintain Sales InOff Season

Increase RetailInventories

Tie InAdvertising &

Personal Selling

EnhancePersonal Selling

CombatCompetition

Introduce NewProducts

Get ExistingCustomers to

Buy More

Attract NewCustomers

Maintain Sales InOff Season

Increase RetailInventories

Tie InAdvertising &

Personal Selling

EnhancePersonal Selling

Various Uses of Sales Promotion

SalesPromotion

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8/3/2019 APCh01

23/28

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

8/3/2019 APCh01

24/28

InterviewsInterviews

FeatureArticles

SpecialEvents

Press

Conferences

NewsReleases

FeatureArticles

SpecialEvents

NewsReleases

Publicity Vehicles

PublicityVehicles

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8/3/2019 APCh01

25/28

CorporateAdvertisingCorporateAdvertising

Cause-relatedMarketing

Cause-relatedMarketing

PublicityVehicles

Community

Activities

PublicAffairs

Activities

SpecialPublications

Special Event

Sponsorship

PublicityVehicles

Community

Activities

PublicAffairs

Activities

SpecialPublications

Public Relations Tools

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8/3/2019 APCh01

26/28

DuPont Uses Advertising to EnhanceIts Corporate Image

+ 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8/3/2019 APCh01

27/28

Integrated Marketing Communications Planning Model

Promotional Program Situation Analysis

Analysis of the Communications Process

Budget Determination

Develop Integrated Marketing Communications Programs

Review of Marketing Plan

AdvertisingSales

PromotionPR/

PublicityPersonalSelling

DirectMarketing

AdvertisingObjectives

SalesPromotionObjectives

PR/Publicity

Objectives

PersonalSelling

Objectives

DirectMarketingObjectives

MessageStrategy

SalesPromotionStrategy

PR/PublicityStrategy

PersonalSelling

Strategy

DirectMarketingStrategy

Integration & Implementation of Marketing Communications Strategies

Monitor, Evaluate & Control Promotional Program

Internet/Interactive

Internet/InteractiveObjectives

Internet/InteractiveStrategy

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8/3/2019 APCh01

28/28

1. A detailed situation analysis

2. Specific marketing objectives

3. A marketing strategy and program

4. A program for implementing the strategy

5. A process for monitoring and evaluating performance

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