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An Introduction to Integrated Marketing CommunicationsChapter One An Introduction to Integrated Marketing Communications An Introduction to Integrated Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The Growth of Advertising and PromotionRelation to text This slide relates to material on page 5 of the text. Summary Overview This chart displays the growth of advertising and promotion in the U.S. and outside the U.S. over the past twenty years. Reasons for the growth in advertising and promotion are: Overall growth of both U.S. and global economies Efforts of expansion minded marketers to take advantage of the growth opportunities Recognition around the world of the value and importance of advertising and promotion as part of the marketing process Use of this slide This slide can be used to show that advertising and promotion are an integral part of our social and economic systems. Over the years advertising has evolved into a vital communications system for both consumers and businesses. In market based economies, consumers have come to rely on advertising and other forms of promotion for information they can use in making purchase decisions. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
IMC–Audience Contact PointsPoint of Purchase Publicity Public Relations Packaging Direct Response Sales Promotion Events Outdoor Broadcast Media Print Media Direct Mail Internet/ Interactive Media Marketing Communications Audience Relation to text This slide relates to material on pp of the text. Summary Overview This slide introduces the concept of integrated marketing communications. It shows a broad perspective of an IMC approach that considers all sources of brand or company contact that a customer or prospect has with a product or service. Examples of the various sources are listed on the slide. The IMC perspective requires that a company develop a total marketing communications strategy that recognizes all of the ways a company can communicate with its customers. Use of this slide This slide can be used to introduce the concept of integrated marketing communications and how consumers’ perceptions of a company and/or various brands are formed through messages they receive or contacts they have with the company. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
IMC Principles Extend WorldwideRelation to text This slide relates to the material on p. 5 of the text which discusses the worldwide growth in advertising and promotion. Summary Overview This slide shows an ad used in China by Fed Ex, the U.S.-based delivery services company, to promote its overnight delivery service to Japan. The visual used in the ad shows famous landmarks in China (on the left) and Japan (on the right). The image of the deliveryman crossing a walkway from China to Japan communicates how easy it is to ship something from one country to another with Fed Ex’s next day service. Use of this slide This slide can be used as part of a discussion of the growth in advertising and promotion around the world and how U.S. companies such as Fed Ex are targeting consumer and business markets in foreign countries such as China. + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Traditional Approach to Marketing CommunicationsPublicity Point of Purchase Sales Promotion Media Adver- tising Packaging Special Events Relation to text This slide relates to material on pp of the text. Summary Overview This slide shows the traditional approach to advertising and promotion where many of the marketing and promotional functions were planned and managed separately with different budgets, different views of the market, and different goals and objectives. Many of the marketing activities such as package design, sales promotion, and direct marketing services were viewed as ancillary services and handled on a project basis rather than integrating them into the IMC program. Use of this slide This slide can be used to show the traditional approach to marketing communications that lacks coordination and consistency. The disconnected puzzle pieces are designed to demonstrate how traditional approaches to marketing communications often viewed the various IMC tools as separate pieces of the puzzle rather than having them all work together. Public Relations Direct Response Interactive Marketing Direct Marketing © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Contemporary IMC ApproachPackaging Sales Promotion Direct Response Media Adver- tising Point of Purchase Public Relations Publicity Relation to text This slide relates to material on pp of the text which discusses the contemporary approach to integrated marketing communications. Summary Overview This slide shows the contemporary approach to advertising and promotion which is referred to as Integrated Marketing Communications. This approach seeks to have all of a company’s marketing and promotional activities project a consistent, unified image in the marketplace. It calls for a centralized messaging function so that everything a company says and does communicates a common theme and positioning Use of this slide This slide can be used to show the contemporary approach to marketing communications that includes coordination and consistency. The connected puzzle pieces are designed to demonstrate how the various IMC tools are coordinated with media advertising and work together in a seamless fashion to create an effective communications program. Interactive Marketing Direct Marketing Special Events © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The US Army Uses TV Advertising as Part of Its IMC ProgramRelation to text This commercial relates to the opening vignette to Chapter 1 which discusses the “An Army of One” integrated marketing communications campaign developed by the Leo Burnett agency for the U.S. Army. Summary Overview This commercial is called “Ice Soldiers” and is one of the spots used in the “An Army of One” campaign. It features a powerful visual image of a special operations soldier climbing a snow-covered mountain. When he reaches the peak, he is joined by more soldiers who have rendezvoused with him and then link together with a chain as they scale down the mountain. The message is that the Army is a team and every link in the chain must be strong. The spot ends by showing the URL for the GoArmy.com web site. Use of this slide This commercial can be used to demonstrate how TV advertising is used to make potential recruits aware of the US Army and get them interested and intrigued in this branch of the military. In addition to generating awareness, the spot encourages potential recruits to go to the GoArmy.com web site to learn more about the US Army. *Click outside of the video screen to advance to the next slide © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Marketing Revolution and Shifting TidesFrom Toward Media Advertising Multiple Forms of Communication Media Advertising Multiple Forms of Communication Mass Media Specialized Media Mass Media Specialized Media Manufacturer Dominance Retailer Dominance Manufacturer Dominance Retailer Dominance Relation to text This slide relates to material on pp of the text. Summary Overview The integrated marketing communications movement is also being driven by changes in the ways companies market their products and services. A major reason for the growing importance of the IMC approach is the ongoing revolution that is changing the rules of marketing. These changes include: A shift in dollars from media advertising to other forms of promotions particularly consumer and trade oriented sales promotion. A movement away from mass media and advertising toward more targeted communication tools such as event marketing and sponsorship, direct mail, and the Internet. A shift in marketplace power from manufacturers to retailers resulting in retailers demanding larger promotional fees and allowances from manufacturers. Technology has allowed for a rapid increase in database development and information sharing. Marketers are using this information to improve market targeting. Greater accountability from advertising agencies and changes in agency compensation. Companies are moving more toward incentive based systems of compensation. Rapid growth of the Internet. The interactive nature of the Internet has made it a vital part of most companies’ communications strategy Use of this slide This slide can be used to explain the reasons for the growing importance of IMC in contemporary marketing. General Focus Data Based Marketing General Focus Data Based Marketing Low Agency Accountability Greater Agency Accountability Low Agency Accountability Greater Agency Accountability Traditional Compensation Performance Based Compensation Traditional Compensation Performance Based Compensation Limited Internet Availability Widespread Internet Availability © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Dell Focuses on Building a Relationship With CustomersRelation to text This slide relates to the material on pp. 7-8 of the text which discusses relationship marketing. Summary Overview This slide shows a print ad used by Dell Computer for its line of servers and storage systems. The ad targets businesses, which are a very important market segment for Dell. The major point of the ad is that Dell is more than just a vendor that sells products to businesses but rather is a company that builds relationships with its customers and creates value for them. The copy of the ad explains some of the services Dell provides to businesses and encourages the reader to contact the company. Use of this slide This slide can be used as part of a discussion of relationship marketing, which involves creating, maintaining and enhancing long-term relationships with customers for mutual benefit. The ad is a very good example of how companies such as Dell promote relationship marketing in their advertising. + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinIMC and Branding 2003 Brand Value (Billions of Dollars) 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 Relation to text This slide relates to material found on pp14-15 and IMC Perspective 1-2 of the text. Summary Overview With more and more products and services available to consumers, developing and maintaining brand identity is becoming increasingly more important. Well known brands have a major competitive advantage in today’s marketplace. A well-defined and coordinated IMC plan contributes to overall brand identity and equity. Use of this slide This slide can be used to define brand identity and discuss the importance of building and sustaining strong brand identity. The list of the 10 most valuable brands, as measured by the brand consultancy company Interbrand, should be familiar to your students. You might discuss how these popular brands may have a competitive edge with consumers during the purchase decision process. IMC plays a major role in the process of developing and sustaining brand identity and equity. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Intel’s Advertising Helps Build Brand EquityRelation to text This slide relates to the material in IMC Perspective 1-2 on p. 15 regarding the power of brands. Summary Overview This slide contains a commercial from one of the phases of the “Intel Inside” advertising campaign. As shown in the table in IMC Perspective 1-2, Intel is one of the world’s 10 most valuable brands. Intel spends over $1 billion a year globally on advertising which makes it the world’s leading high tech advertiser. The commercial shown here features Intel’s “Bunny People” who were introduced in early 1997 as part of the advertising campaign for the Pentium II microprocessor with MMX technology. The Bunny People are a takeoff of the workers who wear so-called bunny suits to keep chip labs sterile. The spot shows the technicians adding something new to Intel’s Pentium processor – fun in the form of MMX technology. It then shows the Bunny People dancing to the’70s disco hit – Play That Funky Music. Use of this slide The Intel commercial can be used as part of a discussion of branding and the role advertising plays for companies in developing and maintaining a strong brand image. Intel has used a variety of advertising campaigns over the past 12 years to strengthen its brand image and demonstrate the power of its various generations of Pentium processors. *Click outside of the video screen to advance to the next slide © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Coordinated Marketing Mix Elements Build ImageRelation to text This slide relates to material on pp of the text. Summary Overview This slide shows a print ad for a Mont Blanc pen. Mont Blanc uses a classical design and a distinctive brand name as well as a high price to position its pens as high-quality, high-status writing instruments. The upscale image is enhanced by the company’s strategy of distributing its products only though boutiques, jewelry stores, and other exclusive retail shops. Mont Blanc’s distinctive image is a result of coordination of all of the marketing mix elements. Use of this slide This slide can be used to show how Mont Blanc uses a variety of marketing mix elements including price, product design, brand name, and distribution strategy to create a high-quality, upscale image for its writing instruments. + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Basic Elements of the Promotional MixAdvertising Advertising Direct Marketing Direct Marketing Interactive/ Internet Marketing Interactive/ Internet Marketing Relation to text This slide relates to material on page and Figure 1-1. Summary Overview The promotional mix is the basic tools used to accomplish an organization’s communication objectives. These tools include: Advertising – any paid form of non personal communication about an organization, product, service, or idea by an identified sponsor Direct marketing – communication directly with target customers to generate a response and/or transaction Interactive/Internet marketing – communication through interactive media such as the Internet, CD-ROMS and kiosks. Sales promotion – marketing activities that provide extra value or incentives to sales force, distributors, or consumers to stimulate immediate sales Publicity/Public Relations – Publicity is a form of non-personal communication not directly paid for or run under identified sponsorship. Public relations is a management function which executes programs of action to earn public understanding and acceptance an enhance the image of the company. Personal Selling – person-to-person communication between a seller and buyer Use of this slide This slide can be used to introduce and define the various elements of the promotional mix. Sales Promotion Sales Promotion Publicity/Public Relations Publicity/Public Relations Personal Selling © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Classifications of AdvertisingConsumers National Advertising National Advertising Retail/Local Advertising Retail/Local Advertising Primary vs. Selective Demand Advertising Primary vs. Selective Demand Advertising Relation to text This slide relates to pp and Figure 1-3 in text. Summary Overview The nature and purpose of advertising differs from one industry to another and/or across situations. Advertising can be targeted toward consumer and/or business markets. Consumer advertising is classified as: National advertising – done by large companies on a nationwide basis. Ads for well-known brands and companies shown on television are an example. Retail/Local advertising – done by retail and local merchants encouraging consumers to shop at a specific store, use a local service, or patronize a particular establishment. Primary versus selective demand advertising – primary demand advertising is designed to stimulate demand for the general product class or industry. Selective-demand focuses on creating demand for a specific company and/or its brands. Advertising to business and professional markets includes: Business to business advertising – advertising that targets individuals who buy or influence the purchase of industrial goods or services for their companies. Professional advertising – advertising targeted to professionals such doctors, lawyers, engineers, and the like. Trade advertising – targeted to marketing channel members such as wholesalers, distributors, and retailers. Use of this slide This slide can be used to explain the various types of advertising and how the role of advertising can vary given the target customer, goals and objectives, or situation. Business-to-Business Advertising Business-to-Business Advertising Organizations Professional Advertising Professional Advertising Trade Advertising © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Great Advertising Can Strike a Responsive Chord with ConsumersRelation to text This slide relates to the material on pp which discusses the role of advertising in the IMC program of a company. Summary Overview This slide contains the classic “Fluffy Bun” commercial for Wendy’s from the early ‘80s which featured the late Clara Peller as a crotchety pitch lady who barked out the famous “Where’s the Beef?” line at the counters of rival hamburger chains. This ad is considered one of the best commercials of all time and is often cited as a classic example of how to use humor to sell a product and not have it interfere with the message. Use of this slide This commercial can be used as an excellent example of how advertising can sometimes strike a responsive chord with consumers and have a significant impact on a company’s sales. The “Where’s the Beef?” campaign was very successful as it helped boost Wendy’s sales by 26% and the slogan found its way into popular culture. *Click outside of the video screen to advance to the next slide © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
An Example of “B-to-B” AdvertisingRelation to text This slide relates to material found on p. 24 and Exhibit 1-15 of the text. Summary Overview Business-to-business marketers, who generally sell expensive, risky, and often complex products and services, generally use personal selling more often than media advertising. However, companies like Honeywell do use advertising to perform important functions such as building awareness of the company and its products, generating leads for the sales force, and reassuring customers about purchases they have made. Use of slide This slide can be used to show how business-to-business marketers use advertising to build awareness of their company and its products or services. + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Direct Marketing is Part of IMCMail Direct Mail Internet Sales Direct Response Advertising Direct Response Advertising Direct Marketing Relation to text This slide relates to material on pp of the text. Summary Overview Direct marketing is a form of integrated marketing communications whereby an organization communicates directly with target customers to generate a response and/or transaction. It involves a variety of activities including: Direct mail Direct response advertising (on TV, radio or in magazines or newspapers) Telemarketing Internet Sales Catalogs Shopping channel Use of this slide This slide can be used to provide an overview of direct marketing and the various forms it can take. Shopping Channels Shopping Channels Telemarketing Telemarketing Cataloging Catalogs © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Bose Uses Direct Response AdvertisingRelation to text This slide relates to material on pp on direct marketing Summary Overview This slide shows a direct response print ad for Bose Corporation promoting its audio products. There is a response card in the ad as well as an 800 number to encourage the consumer to make an inquiry or even a purchase. Direct response advertising and other forms of direct marketing has increased in popularity due to: Changing lifestyles particularly two income households with more income, but less time to shop. Availability and use of credit cards Toll free telephone numbers The rapid growth of the Internet Use of slide This slide can be used to show an example of a direct response ad. Although direct mail is the primary medium for this form of advertising, direct response ads often appear in magazines. Bose Corporation relies heavily on direct response advertising to market its audio products. + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Using the Internet as an IMC ToolObtains Customer Database Information Educates or Informs Customers Communicates and Interacts With Buyers A Persuasive Advertising Medium Builds and Maintains Customer Relationships A Sales Tool or an Actual Sales Vehicle Provides Customer Service and Support Relation to text This slide relates t material on pp which discusses interactive marketing and the Internet as IMC tools. Summary Overview The rapid changes in technology have led to dramatic growth of communications through interactive media, particularly the Internet. This communication medium is unique in that it allows for the back-and-forth flow of information in real time. Customers can perform a variety of functions on the Internet such as receive and alter information and images, make inquires, respond to questions, and, of course, make purchases. The Internet has changed the ways companies communicate to their customers as companies and organizations of all sizes have developed websites to promote their products and services. Use of this slide This slide can be used to show that the Internet has changed the way companies communicate with their customers. Because of its interactive nature, it is a very effective way to communicate with customers. Actually, it is a medium that can be used to execute all elements of the promotional mix. In addition to advertising, companies can offer sales promotion incentives such as coupons or contests, do direct marketing, and execute public relations, and personal selling functions via the Internet. Educates or Informs Customers A Persuasive Advertising Medium A Sales Tool or an Actual Sales Vehicle Obtains Customer Database Information Communicates and Interacts With Buyers Provides Customer Service and Support © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
American Airlines Encourages Customers to Do It All OnlineRelation to text This slide relates to material on pp of the text. Summary Overview The Internet is a medium that can be used for a variety of purposes. This ad for American Airlines shows how travelers can use the airline’s website for a variety of their travel needs. For example they can use the AA.com to purchase tickets, reserve seats, or make hotel and car reservations. Use of slide This slide can be used to show how the Internet can be a very effective way to communicate with customers. Many companies are recognizing the value of communicating via the Internet and are developing strategies to make their websites a part of their IMC programs. + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Sales Promotion Tools Consumer-oriented Trade-oriented Coupons CouponsSamples Samples Trade Allowances Premiums Premiums POP Displays POP Displays Contests/Sweepstakes Contests/Sweepstakes Training Programs Training Programs Refunds/Rebates Refunds/Rebates Relation to text This slide relates to material on pp of the text which discusses the role of sales promotion as an IMC tool. Summary Overview Sales promotion is defined as those activities that provide extra value or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales. Sales promotion is generally broken down into two categories: Customer-oriented – targeted to the ultimate user of the product or service and includes coupons, sampling, premiums, contests, sweepstakes, refunds/rebates, bonus packs, events, and loyalty programs. Trade-oriented – targeted to marketing intermediaries such as wholesalers, distributors, and retailers and includes trade allowances, price deals, sales contests, trade shows, and cooperative advertising. Use of slide This slide can be used to introduce sales promotion as an IMC tool and the various types consumer and trade promotions. Bonus Packs Bonus Packs Trade Shows Trade Shows Loyalty Programs Loyalty Programs Coop Advertising Coop Advertising Events Events Consumer-oriented [For end-users] Trade-oriented [For resellers] © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Various Uses of Sales PromotionIntroduce New Products Introduce New Products Get Existing Customers to Buy More Get Existing Customers to Buy More Combat Competition Attract New Customers Attract New Customers Sales Promotion Relation to text This slide relates to the material on pp which discusses the role of sale promotion as part of the IMC program. Summary Overview There are various reasons why companies choose to use sales promotion in their IMC programs. The various uses of consumer and trade promotion include: Introduce new products Get existing customers to buy more Attract new customers Maintain sales in off seasons Increase retailer inventories Enhance or tie in advertising with personal selling Combat competition Use of Slide This slide can further supplement the discussion of sales promotion and why companies use this tool as part of their IMC programs Enhance Personal Selling Enhance Personal Selling Maintain Sales In Off Season Maintain Sales In Off Season Tie In Advertising & Personal Selling Increase Retail Inventories Tie In Advertising & Personal Selling Increase Retail Inventories © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Advertising Versus PublicityFactor Advertising Publicity Control Great Little Credibility Lower Higher Reach Measurable Undetermined Relation to text This slide relates to material on pp which discusses the role of publicity. Summary Overview Another important component of an organization’s promotional mix is publicity/public relations. Publicity refers to the non personal communications regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship. Companies attempt to get the media to cover or run favorable stories on their products, services, or causes. It usually comes in the form of a news story, editorial, or announcement. There are a number of advantages and disadvantages that publicity has relative to advertising. This slide compares advertising and publicity on a number of factors. Use of this slide This slide can be used to introduce publicity/public relations and to discuss how publicity compares to advertising with respect to various factors. Frequency Schedulable Uncontrollable Cost High/Specific Low/Unspecified Flexibility High Low Timing Specifiable Tentative © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinPublicity Vehicles Feature Articles Feature Articles News Releases News Releases Interviews Interviews Publicity Vehicles Relation to text This slide relates to the material on pp Summary Overview Companies attempt to get the media to cover or run favorable stories on their products, services, or causes. There are a number of publicity vehicles available to marketers. Publicity can be generated through the use of: feature articles news releases press conferences special events interviews Use of Slide This slide can be used to show the various methods that can be used to generate publicity for companies, brands, organizations, or causes. Press Conferences Special Events Special Events © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Public Relations ToolsPublicity Vehicles Publicity Vehicles Special Publications Special Publications Community Activities Community Activities Corporate Advertising Corporate Advertising Cause-related Marketing Cause-related Marketing Relation to text This slide relates to material on pp which discusses public relations. Summary Overview It is important to distinguish between publicity and public relations. When an organization systematically plans and distributes information in an attempt to control and manage its image and the nature of the publicity it receives, it is really engaging in public relations. There are a variety of public relations tools available to marketers such as publicity vehicles, special publications, community activities, fund raising programs, public affairs activities, and special event sponsorships. Organizations can also use advertising as a public relations tool. Use of Slide This slide can be used to explain the various public relations tools. It also provides an opportunity to discuss the differences between public relations and publicity. Public Affairs Activities Public Affairs Activities Special Event Sponsorship © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
DuPont Uses Advertising to Enhance Its Corporate ImageRelation to text This slide relates to material on pp and Exhibit 1-14 of the text. Summary Overview This slide shows a corporate image print ad for DuPont and is a good example of how companies using advertising as a public relations tool. The goal of DuPont’s corporate image campaign is to shows how the company using science to make life better for everyone. This particular ad notes how DuPont’s fiber system products keep people warm making it possible for them to work and play in cold temperatures. Use of slide This slide can be used to demonstrate how advertising can be used in combination with public relations to establish or enhance the overall corporate image of a company or organization. + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Integrated Marketing Communications Planning ModelPromotional Program Situation Analysis Analysis of the Communications Process Budget Determination Develop Integrated Marketing Communications Programs Review of Marketing Plan Advertising Sales Promotion PR/ Publicity Personal Selling Direct Marketing Objectives Message Strategy Integration & Implementation of Marketing Communications Strategies Monitor, Evaluate & Control Promotional Program Internet/ Interactive Relation to text This slide presents the IMC Planning Model which is shown in Figure 1-4 and discussed on pp Summary Overview This slide presents the IMC Planning Model which is discussed in detail in Chapter 1. This model presents the framework for developing, implementing, evaluating, and controlling the firm’s IMC program and activities. Use of this slide This model should be reviewed very carefully at the beginning of the course to show students what is involved in the development of a complete IMC program. It presents the framework that is used for the text and provides an opportunity to provide students with the “big picture” and a roadmap of what will be covered in the course. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinThe Marketing Plan 1. A detailed situation analysis 1. A detailed situation analysis 2. Specific marketing objectives 2. Specific marketing objectives 3. A marketing strategy and program 3. A marketing strategy and program Relation to text This slide relates to material on pp. 25 of the text which discusses the marketing plan. Summary Overview The first step in the IMC planning process is to review the marketing plan and objective. Before developing a promotional plan, marketers must understand where the company (or brand) has been, its current position in the market, where it intends to go, and how it plans to get there. Most of this information should be contained in the marketing plan. Marketing plans can take several forms, but general include the following five basic elements: A detailed situation analysis, which includes an internal marketing audit and review and an external analysis of the market competition and environmental factors. Specific marketing objectives that provide direction, a time frame for marketing activities, and a mechanism for measuring performance. A marketing strategy and program that includes selection of target markets and plans for the four elements of the marketing mix A program for implementing the strategy, including determining specific tasks to be performed and responsibilities. A process for monitoring and evaluating performance and providing feedback so proper control can be maintained and necessary changes can be made in the overall marketing strategies and tactics. Use of this slide This slide can be used to explain the importance of marketing planning is in the development of an IMC program and how good IMC planning begins with a review of the overall marketing plan and objectives. Promotion is only one part of the marketing process and must be integrated into the overall marketing plan. 4. A program for implementing the strategy 4. A program for implementing the strategy 5. A process for monitoring and evaluating performance © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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