01 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin An Introduction to Integrated Marketing Communications

The Role of Marketing Advertising & Promotion Inform customers of a product or service Convince them of its ability to satisfy their wants or needs Help develop and sustain relationships Nonprofit Organizations Solicit donations Offer intangible social and psychological satisfactions 1-2

The Marketing Mix The Four Ps Product Price Place Promotion 1-3

Building Brands in a Recession Consumers Spend less money Carefully scrutinize purchases Rethink brand loyalties Willing to trade off or down More price sensitive More value conscious 1-4

Building Brands in a Recession Reduce advertising budgets Balance discounts/promos w/brand image Must overcome consumer distrust Change product marketing focus Increase online social presence Look for new ways to remain relevant Companies 1-5

Advertising Classifications Primary / Selective Demand Business-to-Business Organizations National Retail / Local Professional Trade Consumers 1-6

Forms of Direct Marketing Database Management Telemarketing Direct Mail Shopping Channels Catalogs Internet Sales Direct Selling Direct Response Ads 1-7

Interactive Marketing Interactive media Internet Kiosks Interactive television Cell phones Other mobile devices 1-8

Sales Promotion Marketing activities that provide extra value or incentives to the… Sales Force Retailers Ultimate Consumer 1-9

Publicity High credibility and low cost Not always under company control Is sometimes unfavorable A news story, editorial, or announcement to a mass audience Not directly paid for or run under identified sponsor 1-10

Public Relations Management function Evaluates public attitudes Identifies items of public interest Executes a program of action to earn public understanding and acceptance Primary objectives Establish and maintain a positive image of the company among various publics 1-11

Personal Selling Person-to-person communication A seller attempts to assist and/or persuade prospective buyers to make a purchase or act on an idea 1-12

Elements of a Marketing Plan Detailed situation analysis Marketing strategy and program Specific marketing objectives Program for implementing the strategy Process for monitoring & evaluating performance 1-13

Promotional Program Situational Analysis Internal Firm’s promotional organization/capabilities Review of previous programs and results Assess firm/brand image Assess strengths and weaknesses of product or service External Customer analysis Competitive analysis Environmental analysis 1-14

Monitoring, Evaluation, Control Basic Goals Determine how well the program is doing, and why Problem correction Continual management feedback Input for future promotions/strategies 1-15