1. Designing and Managing Integrated Marketing Communications (Chapter 17)
Marketing Communications Mix:
Advertising Sales Promotion Events and Experiences Public Relations and Publicity Direct Marketing Personal Selling
(Table 17.1) - Platforms used to market your product

2. Integrated marketing communications (IMC)
Recognizes added value of a comprehensive plan
Coordinate and integrate all elements of the communications mix – advertising, personal selling, sales promotion, publicity, direct marketing – so that the organization presents a message that is _________________________
_______________________

3. Integrated marketing communications (IMC)
Example:
Adding web addresses in print ads and packaging allows people to more fully explore a company’s products, find store locations, and get more product and service info.

4. Implementing IMC
Goal: create the most effective and efficient communications program possible:
IBM turned over all of its advertising to Ogilvy to attain uniform branding – ___________________
____________________________
Example: MBA Program - webpage, brochure, campus recruiting, events – social, golf tournament, UCA association, budget

5. Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations (Chapter 18)
Advertising program:
Target market and buyer motives
Mission: What are the advertising objectives? Money: How much can be spent? Message: What message should be sent? Media: What media should be used? Measurement: How should the results be evaluated?

6. Target market, motives, mission Example: MBA Program
Target market and buyer motives?
Mission: ______________________________
________________________
What are the advertising objectives?
Informative – create brand awareness
Persuasive – liking, preference, conviction
Reminder – stimulate repeat purchase
Reinforcement – convince purchaser they made the right choice

7. Money, Message, and Media Example: MBA Program
Money – How much can be spent? –
Message – 30 hour credit program; night and afternoon classes; completed in one year; high job placement rate:
Which appeal works best with target audience? – ?
Media: direct mail, brochures, webpage
Measurement: _____________________________
___________________________

8. Sales Promotion
Academic Outreach is pushing the UCA MBA degree toward Acxiom employees: 10% off of tuition & fees for all Acxiom employees
Evaluate - ?

9. Events and Public Relations
The Fifth Annual 2005 UCA CBA Scholarship Golf Tournament raised $9, with the help of 84 players, 10 volunteers, and a record number of hole sponsorships and team sponsorships.
Evaluate:

10. Direct Marketing (Chapter 19)
Benefits to customers:
Fun, convenient & hassle free
Saves time
Larger merchandise selection
Comparison shopping
Order products for themselves or others

11. Direct Marketing Benefits to companies
Mailing lists for almost any market
Customized offers
Ongoing relationships with customers
Privacy
Measurable response
etc.

12. Interactive Marketing
Designing an attractive web-page: _________
__________________________
Web site downloads quickly
First page is easy to understand
Easy to navigate to other pages that open quickly
Individual pages not overly crammed with content
Typefaces and font sizes are very readable
Good use of color (and sound)