1. Integrated Marketing Communications10
C H A P T E R

2. Integrated Marketing Communications
Integrated Marketing Communications (IMC)
“…the strategic, coordinated use of promotional elements to ensure maximum persuasive impact on the firm’s current and potential customers.”
Reasons that IMC is important:
Foster’s long-term relationships
Reduces or eliminates promotional redundancies
Technology allows better targeting of customers

3. Components of IMC Strategy
Exhibit 10.1

4. Strategic Issues in Integrated Marketing Communications
IMC must have clear promotional goals and objectives
The AIDA Model
Attention
Interest
Desire
Action
Promotional goals with respect to the supply chain
Push or Pull Strategy?

5. Promotional Strategy over the Product Life Cycle
Exhibit 10.2

6. Discussion Question
Review the steps in the AIDA model. In what ways has promotion affected you in various stages of this model? Does promotion affect you differently based on the type of product in question? Does the price of the product (low vs. high) make a difference in how promotion can affect your choices? Explain.

7. Advertising Types of Advertising Determining the Advertising Budget
Institutional Advertising
Product Advertising
Determining the Advertising Budget
Objectives and task approach
Percentage of sales approach
Competitive matching approach
Arbitrary approach

8. Spending on National Advertising
Exhibit 10.3

9. Online Advertising Placements by Industry
Exhibit 10.4

10. Top 20 Internet Advertisers
Exhibit 10.5

11. Recall of Advertising Slogans for Major Brands
Exhibit 10.6

12. Discussion Question
What does the future hold for traditional mass media advertising? If you were the CEO of a major television network, magazine publisher, or newspaper company, what you be doing now to ensure the livelihood of your company in 10 to 20 years?

13. The End of TV Advertising?
Consumers are faced with an increasing array of media and entertainment choices (e.g. TiVo, iPods, DVDs, video games, cell phones).
Do these competitors spell the end for traditional television advertising? What can TV executives do to retain this critical source of revenue?
Beyond the Pages 10.1

14. Marketing Strategy in Action
The Dairy Board’s “Got Milk” campaign is a very good example of successful product advertising.
How does this type of advertising benefit all sellers in the market? What is the primary goal of this type of advertising?

15. Evaluating Advertising Effectiveness
Key Considerations:
Evaluating the achievement of advertising objectives
Assessing the effectiveness of advertising copy, illustrations, and layouts
Evaluating the effectiveness of various media
Timing of Evaluations:
Pretest
During
Posttest

16. Public Relations Public Relations Methods Negative Public Relations
Honest is the best policy
Open access to information is critical
News (or press) releases
Event sponsorship
- Feature articles
- Product placement
White papers
- Employee relations
Press conferences

17. The Strongest and Weakest Corporate Reputations
Exhibit 10.7

18. Personal Selling and Sales Management
The Sales Management Process
Developing Sales Force Objectives
Determining Sales Force Size
Recruiting and Training Salespeople
Controlling and Evaluating the Sales Force
The Impact of Technology on Personal Selling

19. Comparison of Sales Force Compensation Methods
Exhibit 10.8

20. Sales Promotion Sales Promotion in Consumer Markets
Sales Promotion in Business Markets
Coupons
Point-of-purchase
Rebates
Premiums
Product samples
Contests and sweepstakes
Loyalty programs
Direct mail
Trade allowances
Cooperative advertising
Free merchandise
Selling incentives
Training assistance

21. Spending on Various Sales Promotion Activities
Exhibit 10.9

22. Discussion Question
What would happen if a company suddenly stopped using sales promotion activities after having used them for a long period of time? Is it possible for a company to become dependent on the use of sales promotion strategies? Explain.