1. An Introduction to Integrated Marketing Communications © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

2. What is Marketing? Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Value Relationship marketing Mass customization Customer relationship management (CRM) Value Relationship marketing Mass customization

3. Coordinated Marketing Mix Elements Build Image © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

4. Point of purchase Publicity Public relations Direct marketing Interactive marketing Special events Packaging Sales promotion Direct response Traditional Approach to Marketing Communications Media Adver- tising © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

5. Contemporary IMC Approach Point of purchase Publicity Interactive marketing Public relations Direct marketing Special events Packaging Sales promotion Direct response Media Adver- tising © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

6. Defining IMC IMC is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs with consumers, customers, prospects employees and other relevant external and internal audiences. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The goal of IMC is to generate short-term financial returns and build long-term brand value.

7. Demand for accountability Demand for accountability and Measurement of Outcomes Recognized as a business process Importance of relevant audience Recognized as a business process Multiple relevant audiences A Contemporary Perspective of IMC © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin IMC

8. Traditional compensation Performance-based compensation Traditional compensation Performance-based compensation Media advertising Multiple forms of communication Mass media Specialized media Manufacturer dominance Retailer dominance General focus Data-based marketing Low agency accountability Greater agency accountability Limited Internet availability Widespread Internet availability Media advertising Multiple forms of communication Mass media Specialized media Manufacturer dominance Retailer dominance General focus Data-based marketing Low agency accountability Greater agency accountability Reasons for the Growing Importance of IMC FromToward © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

9. IMC and Branding 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. IMC plays a major role in the process of developing and sustaining brand identity and equity. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

10. Advertising Direct Marketing Interactive/ Internet Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Publicity/Public Relations Personal Selling Advertising Direct Marketing Interactive/ Internet Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Publicity/Public Relations Basic Elements of the Promotional Mix © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

11. Primary vs. Selective Demand Advertising Business-to-Business Advertising Organizations National Advertising Retail/Local Advertising Professional Advertising Trade Advertising National Advertising Retail/Local Advertising Business-to-Business Advertising Professional Advertising Classifications of Advertising Consumers © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

12. Direct Response Advertising Direct Response Advertising Direct Response Advertising Direct Response Advertising Direct Mail Direct Mail Catalogs Telemarketing Internet Sales Internet Sales Shopping Channels Shopping Channels Direct Mail Direct Mail Telemarketing Catalogs Shopping Channels Shopping Channels Direct Marketing is Part of IMC Direct Marketing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

13. Builds and maintains customer relationships Obtains customer database information Communicates and interacts with buyers Provides customer service and support 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 Educates or informs customers A persuasive advertising medium A sales tool or an actual sales vehicle Using the Internet as an IMC Tool The Internet © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

14. Consumer- oriented [For end-users] Trade- oriented [For resellers] Sales Promotion Tools Events Loyalty Programs Bonus Packs Refunds/Rebates Contests/Sweepstakes Premiums Samples Coupons Coop Advertising Trade Shows Training Programs POP Displays Trade Allowances © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

15. Introduce new products Get existing customers to buy more Attract new customers Maintain sales in off season Increase retail inventories Tie in advertising & personal selling Enhance personal selling Combat competition Introduce new products Get existing customers to buy more Attract new customers Maintain sales in off season Increase retail inventories Tie in advertising & personal selling Enhance personal selling Various Uses of Sales Promotion Sales Promotion Sales Promotion © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

16. Advertising Versus Publicity Advertising Publicity Tentative Low Low/Unspecified Uncontrollable Great Lower Measurable Schedulable High/Specific High Specifiable Undetermined Higher Little Factor Control Credibility Reach Frequency Cost Flexibility Timing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

17. Interviews Feature Articles Feature Articles Special Events Special Events Press Conferences Press Conferences News Releases News Releases Feature Articles Feature Articles Special Events Special Events News Releases News Releases Publicity Vehicles © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

18. Corporate Advertising Cause-related Marketing Publicity Vehicles Community Activities Public Affairs Activities Special Publications Special Event Sponsorship Publicity Vehicles Community Activities Public Affairs Activities Special Publications Public Relations Tools © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

19. IMC Audience Contact Tools Target Audience Broadcast media (TV/radio) Print media (newspapers, magazines ) Public Relations/ publicity Internet/ interactive Direct marketing Direct marketing Sales Promotion Product placements (TV and movies) Events and sponsorship Word-of- mouth Point-of- purchase (displays, packaging) Personal selling Out-of-home media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

20. 1. A detailed situation analysis 2. Specific marketing objectives 3. A marketing strategy and program 4. A program for implementing the strategy 5. A process for monitoring and evaluating performance 1. A detailed situation analysis 3. A marketing strategy and program 4. A program for implementing the strategy 2. Specific marketing objectives The Marketing Plan © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

21. Integrated Marketing Communications Planning Model Promotional 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 Advertising objectives Sales promotion objectives PR/ publicity objectives Personal selling objectives Direct marketing objectives Message strategy Sales promotion strategy PR/ publicity strategy Personal selling strategy Direct marketing strategy Integrate and implement marketing communications strategies Monitor, evaluate and control IMC Program Internet/ interactive Internet/ interactive objectives Internet/ interactive strategy © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin