Chapter 1 Advertising and IMC today
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Transcript of Chapter 1 Advertising and IMC today
Chapter 1 - Advertising and IMC Today
This chapter introduces you to IMC.The importance of IMC to relationship marketing.Distinction of advertising from other forms of marketing communications.
Prof. Zenaida F. Jesalva
TwitterWe just made history. All of this happened because you gaveYour time, talent and passion. All of this happened because of youThanks.
11.34AM Nov 5th, 2008 from web
Barack Obama
C:\Users\Krshna Jesalva\Videos\Marketing
Obama Team vs Hillary/McCain Team
Natural leader Exciting speaker Only 2 years in national
office Marketing and policy experts Positioned as candidate for
change – brilliant idea, bringing Clinton to an old ways of governing
$310 advertising cost
3x as many supporters as Obama
Popular Authorizing war in Iraq Association with her
husband’s administration Wisdom of change as
inexperience $135 advertising cost – Mc
Cain
Photo of a campaign add - clinton
a person saw an advertisement about a product and buys it.
When a company deliberately coordinates and integrates messages from a variety of sources about its products or brands, it is practicing integrated marketing communications, or IMC
Creating, maintaining, and enhancing long-term relationships with customers and other stakeholders that result in exchanges of information and other things of mutual value is called relationship marketing.
Importance of Relationships
The cost of lost customers
The cost of acquiring new customers
The value of loyal customers
Levels of Relationships
Basic Transactional Relationship – sells the product but does not follow up in any way.
Reactive Relationship – sells the product and encourages the customers tos call if they encounter any problems Accountable Relationship – calls the buyers and check
whether the product meets expectation Proactive Relationship - calls the customers from time to
time Partnership – works with customers and stakeholders to
discover ways to deliver better value.
Four Sources of brand messages
Planned messages - traditional messages such as advertising, sales promotional, personal selling, ( self-serving)
Product messages –messages from product, price or distribution (inferred messages )
Service messages – employee interactions, greater impact
Unplanned messages – comments by trade or competitors, WOM rumors, or major disasters.
SAY
CONFIRM DO
Planned messages
Unplanned messages Product, service messages
The Integration Triangle
Dimensions of IMC
The integration process Ensure consistent positoning Facilitate purposeful interactivity between the
company and its customers or stakeholders Actively incorporate a socially responsible mission.
What is advertising?
One type of marketing communications Abound different disciplines : journalism – public
relationsbusiness people – marketing process
economists and sociologists, economic, societal, or ethical
Advertising
Is the structured and composed non-personal communication of information, usually paid or and usually persuasive in nature, about products (goods, services, and ideas) by identified sponsors through various media
The Human Communication Process
Sponsor
Author
Persona Library frorm1. Autobiography2. Narrative3. Drama
Implied conusumers
Sponsorial consumers
Actual consumers
Within the text of the advertisement
The Stern Model of the advertising communication process
autobiography
narrative
drama
Business activities/functions
Operations ( production/manufacturing) Finance/administration Marketing Human Resource
L
Is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Classifications of advertising
By Target AudienceConsumer advertising
Business advertising
By Geographic Area Local (retail) advertising Regional advertising National advertising International advertising
By MediumPrint advertising
Interactive advertising By Purpose Product advertising Non-product advertising Commercial/non-
commercial Action advertising Awareness advertising
Implementing marketing strategyThe 4 P’s Product Price Place Promotion
advertising and IMC Today