Media Planning & Buying in the 21st Century
CHAPTER 14
The Tools of IMC
Media Planning & Buying in the 21st Century
Agenda
IntroductionTools of IMCIMC Tools vs. TasksIntegration
Media Planning & Buying in the 21st Century
Introduction
There are many forms of marketing communications, drawing from traditional advertising and media to digital media, nontraditional media, and marketing services media
All forms of marketing communications can be used effectively and ineffectively
In this section we will begin to consider how marketing communications types relate to the tasks to be addressed
Integrated marketing communications utilizes the “right mix” of communications tools
…Integrated into a synergistic strategy and plan
Media Planning & Buying in the 21st Century
Advertising
Media Planning & Buying in the 21st Century
Advertising Has Built Great Brands
Media Planning & Buying in the 21st Century
Sales Promotion
Media Planning & Buying in the 21st Century
Direct Marketing
Media Planning & Buying in the 21st Century
Telemarketing
Media Planning & Buying in the 21st Century
Publicity
Media Planning & Buying in the 21st Century
Product Placement
Media Planning & Buying in the 21st Century
Event Marketing
Media Planning & Buying in the 21st Century
Word of Mouth/Buzz Marketing
Media Planning & Buying in the 21st Century
Comparison of IMC Options vs. Tasks
Aware TrialBuy Now
Re-Purch. Leads Dist’n Image Shop
Advertising
Trade Promo
Cons. Promo
PR
Direct Mkg
Event Mkg.
Search
Internet Ads
Sampling
Prod. Place’t
WOMM/Buzz
Media Planning & Buying in the 21st Century
Selecting IMC Forms
Awareness Opinion Shop Leads Sales
Marketing Strategy
Refine Tasks
IMC Evaluation
Prioritize Communication
by Task
Select Vehicles
TV Advertising Publicity Magazine Ads Social Media Paid Search Product Placement
Facebook Twitter MySpace
• CRM
Media Planning & Buying in the 21st Century
Task Matching Model
Awareness
Cost
High
Low
High Low
Television
Promotion
Magazines
Outdoor
Social Media
PublicityOnline VideoMobile
Events Sampling
Direct Mail
Newspapers
Paid Search
Product Placement
Banners
Radio
Paid, Owned and Earned Media
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