Presentation on theme: "Integrated Marketing Communications"— Presentation transcript:
1 Integrated Marketing Communications 10C H A P T E R
2 Integrated Marketing Communications Integrated Marketing Communications (IMC)“…the strategic, coordinated use of promotional elements to ensure maximum persuasive impact on the firm’s current and potential customers.”Reasons that IMC is important:Foster’s long-term relationshipsReduces or eliminates promotional redundanciesTechnology allows better targeting of customers
4 Strategic Issues in Integrated Marketing Communications IMC must have clear promotional goals and objectivesThe AIDA ModelAttentionInterestDesireActionPromotional goals with respect to the supply chainPush or Pull Strategy?
5 Promotional Strategy over the Product Life Cycle Exhibit 10.2
6 Discussion QuestionReview the steps in the AIDA model. In what ways has promotion affected you in various stages of this model? Does promotion affect you differently based on the type of product in question? Does the price of the product (low vs. high) make a difference in how promotion can affect your choices? Explain.
7 Advertising Types of Advertising Determining the Advertising Budget Institutional AdvertisingProduct AdvertisingDetermining the Advertising BudgetObjectives and task approachPercentage of sales approachCompetitive matching approachArbitrary approach
11 Recall of Advertising Slogans for Major Brands Exhibit 10.6
12 Discussion QuestionWhat does the future hold for traditional mass media advertising? If you were the CEO of a major television network, magazine publisher, or newspaper company, what you be doing now to ensure the livelihood of your company in 10 to 20 years?
13 The End of TV Advertising? Consumers are faced with an increasing array of media and entertainment choices (e.g. TiVo, iPods, DVDs, video games, cell phones).Do these competitors spell the end for traditional television advertising? What can TV executives do to retain this critical source of revenue?Beyond the Pages 10.1
14 Marketing Strategy in Action The Dairy Board’s “Got Milk” campaign is a very good example of successful product advertising.How does this type of advertising benefit all sellers in the market? What is the primary goal of this type of advertising?
15 Evaluating Advertising Effectiveness Key Considerations:Evaluating the achievement of advertising objectivesAssessing the effectiveness of advertising copy, illustrations, and layoutsEvaluating the effectiveness of various mediaTiming of Evaluations:PretestDuringPosttest
16 Public Relations Public Relations Methods Negative Public Relations Honest is the best policyOpen access to information is criticalNews (or press) releasesEvent sponsorship- Feature articles- Product placementWhite papers- Employee relationsPress conferences
17 The Strongest and Weakest Corporate Reputations Exhibit 10.7
18 Personal Selling and Sales Management The Sales Management ProcessDeveloping Sales Force ObjectivesDetermining Sales Force SizeRecruiting and Training SalespeopleControlling and Evaluating the Sales ForceThe Impact of Technology on Personal Selling
19 Comparison of Sales Force Compensation Methods Exhibit 10.8
20 Sales Promotion Sales Promotion in Consumer Markets Sales Promotion in Business MarketsCouponsPoint-of-purchaseRebatesPremiumsProduct samplesContests and sweepstakesLoyalty programsDirect mailTrade allowancesCooperative advertisingFree merchandiseSelling incentivesTraining assistance
21 Spending on Various Sales Promotion Activities Exhibit 10.9
22 Discussion QuestionWhat would happen if a company suddenly stopped using sales promotion activities after having used them for a long period of time? Is it possible for a company to become dependent on the use of sales promotion strategies? Explain.