© 2005 Pearson Education Canada Inc.1-1 Chapter 1 Integrated Marketing Communications: An Overview

© 2005 Pearson Education Canada Inc.1-2 Integrated Marketing Communications “The coordination of all forms of marketing communications into a unified program that maximizes the impact on consumers and other customers.”

© 2005 Pearson Education Canada Inc.1-3 IMC Mix Target Market Target Market Advertising Public Relations Public Relations Sales Promotion Sales Promotion Personal Selling Personal Selling Events and Sponsorship Events and Sponsorship Direct Response Direct Response Online Interactive Online Interactive

© 2005 Pearson Education Canada Inc.1-4 Why Integration? 1.Organizations are looking for a “total solutions” communications approach to solving business problems. 2.There is a demand for comprehensive, seamless campaigns.

© 2005 Pearson Education Canada Inc.1-5 Advertising “A persuasive form of marketing communication that stimulates a positive response from a target market.” 1.Product Advertising – communicates benefits and builds brand image. 2.Promotional Advertising – communicates specific offers to encourage immediate response.

© 2005 Pearson Education Canada Inc.1-6 Direct-Response Communications “Delivering a message to a target audience of one. The messages goes directly from the organization to the customer.” 1.Direct Mail 2.Direct-Response Television 3.Direct-Response Print Image concerns aside, blue chip companies use this form of communication frequently.

© 2005 Pearson Education Canada Inc.1-7 Interactive Communications “Communications by the Internet, CD-ROM and other interactive sources.” Database marketing techniques and a desire to implement customer relationship management programs are fueling growth in interactive communications.

© 2005 Pearson Education Canada Inc.1-8 Sales Promotion “Activities (incentives) that stimulate an immediate reaction from consumers and distributors.” 1.Consumer Promotion for “pull” 2.Trade Promotion for “push”

© 2005 Pearson Education Canada Inc.1-9 Personal Selling “The delivery of a personalized message between a seller and a buyer.” Personal selling is the human component of integrated marketing communications. Sellers work with distributors to get a product into distribution; they make the product available to final users.

© 2005 Pearson Education Canada Inc.1-10 Public Relations “Communications that are designed to gain public understanding and acceptance.” 1.Messages are placed at no cost. 2.Messages can promote a brand or company. 3.Messages often deal with crisis situations.

© 2005 Pearson Education Canada Inc.1-11 Event Marketing and Sponsorships “Planning and marketing an event by a company or brand or supporting an event financially in return for advertising privileges.”

© 2005 Pearson Education Canada Inc.1-12 Trends Conducive to IMC 1.Customer Relationship Management (CRM) 2.Database Management Techniques 3.Communications Technologies Are Changing 4.Demand for Efficiency and Accountability

© 2005 Pearson Education Canada Inc.1-13 Consumer Behaviour “The behaviour of individuals in obtaining and using goods and services, including the decision-making processes that precede and determine the purchase.” Organizations invest a considerable sum in marketing research to learn about consumer behaviour.

© 2005 Pearson Education Canada Inc.1-14 Needs and Motivation Theory Need Motive Absence of something useful Condition prompting action to satisfy a need

© 2005 Pearson Education Canada Inc.1-15 The Hierarchy of Needs Self-Actualization Esteem Social Safety Physiological

© 2005 Pearson Education Canada Inc.1-16 Personality Personality refers to a person’s distinguishing psychological characteristics that lead to fairly consistent responses. Real Self Real Self Self- Image Self- Image Looking- Glass Self Looking- Glass Self Ideal Self Ideal Self Many communications plans revolve around the looking- glass self and the ideal self.

© 2005 Pearson Education Canada Inc.1-17 Attitudes Attitude One’s feelings about an idea or object. 1.Attitudes are influenced by friends, family, trendsetters, opinion leaders, and advertising. 2.Gaining acceptance is easier if the product fits the attitudes held by the target.

© 2005 Pearson Education Canada Inc.1-18 Perception Individuals receive and interpret messages differently. Selective Exposure Selective Perception Selective Retention We notice things of interest. Tuning out information that conflicts with attitudes. We remember what we want to.

© 2005 Pearson Education Canada Inc.1-19 Reference Group Influence Reference Group Reference Group A group of people with a common interest. The desire to “fit in” affects behaviour and buying decisions.

© 2005 Pearson Education Canada Inc.1-20 Family Influences Each family member has some influence on the behaviour of other family members. Changing roles and responsibilities of family members has necessitated “double targeting” by marketing organizations.