1. Michael R. Solomon Greg W. Marshall Elnora W. Stuart
M A R K E T I N G
Real People, Real Choices
Fourth Edition
CHAPTER 12 Connecting with the Customer: Integrated Marketing Communications and Interactive Marketing
Michael R. Solomon Greg W. Marshall Elnora W. Stuart

2. Chapter Objectives_1
Understand the role of marketing communication
Understand the communication model
List and describe the elements of the promotion mix
Explain guerrilla marketing, viral marketing, buzz, and hype

3. Chapter Objectives_2
Explain integrated marketing communications and its characteristics
Explain the stages in developing the IMC plan
Explain the current trend toward interactive promotion strategies
Explain why database marketing is increasingly popular and how databases are developed and managed

4. How Many Can You Answer?
Name the tiger that says, “They’re grrrrrreat!”
Name one or more products for which Tiger Woods is a spokesperson.
What character is featured in Energizer battery ads?
At Burger King, you can have it “ ___,” whereas at Hardee’s the burgers are _____.

5. Functions of Marketing Communications
Inform
Persuade
Remind
Build relationships

6. Traditional Forms
Advertising
Sales promotion
Special events
Salespeople PR

7. Integrated Marketing Communications
Integrated Marketing Communications (IMC) is “a strategic business process used to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time with consumers, customers, prospects, and other targeted, relevant external and internal audiences.”

8. Figure 12.2: Communications Model

9. Appeals
Personal appeals allow for direct interaction between a company representative and a customer
Mass appeals seek to reach many prospective customers at the same time
New appeals
Guerrilla marketing
Viral marketing
Buzz and hype

10. Advertising
Non-personal communication from an identified sponsor using the mass media can:
convey rich and dynamic images
establish and reinforce brand identity
communicate factual information
remind customer to buy

11. Sales Promotion
Programs that build interest or encourage purchase of a product through the use of an incentive in a specified time period
coupons
contests
rebates
premiums

12. Publicity and Public Relations
Portray an organization and its products positively by influencing the perceptions of various publics
writing press releases
holding special events
conducting and publishing consumer surveys
putting a positive spin on negative news

13. Characteristics of an IMC Program
Creates a single unified voice
Begins with the customer
Seeks to develop relationships
Involves 2-way communication
Focuses on stakeholders
Generates a continuous stream of communication
Measures results based on actual feedback

14. Developing the IMC Plan
Identify the target audience
Establish the communication objectives
Determine and allocate the marketing communication budget
Design the promotion mix
Evaluate the effectiveness

15. Step 2: Establish Communication Objectives
Possible objectives
create awareness
inform the market
create desire
encourage trial
build loyalty

16. Step 3: Determine Total Promotion Budget
Top-down budgeting techniques
percentage-of-sales method
competitive parity
Bottom-up budgeting technique
objective-task method

17. Step 4: Designing the Promotion Mix
Which elements of promotion will be used?
What message is to be communicated?
Type of appeal?
Structure of appeal?
What communication channels should be employed?
What role will advertising, sales promotion, public relations, and selling play?

18. Step 5: Evaluate the Effectiveness
Is the plan working?
Measure response to sales promotions
Measure brand awareness, recall, and image before and after ad campaign
Analyze and compare sales performances by territory and sales force
Clip articles appearing in media