1. MARKETING STRATEGY O.C. FERRELL • MICHAEL D. HARTLINE10
Integrated Marketing
Communications

2. Integrated Marketing Communication
Integrated Marketing Communication (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:
Fosters long-term relationships
Reduces or eliminates promotional redundancies
Technology allows better targeting of customers

3. Promotional Elements Used in IMC
Exhibit 10.1

4. Discussion Question
How might the IMC strategy for a dot-com company differ from a traditional company? Would the dot-com company have an advantage or a disadvantage relative to its offline competitors? Explain your answer.

5. Strategic Issues in Integrated Marketing Communications
IMC must have clear promotional goals and objectives
The AIDA Model
Attention
Interest
Desire
Action
Promotional goals with respect to the supply chain
Push or pull strategy?

6. Discussion Question
Review the steps in the AIDA model. In what ways has promotion affected you in various stages of this model? Does promotion affect customers differently when the product is inexpensive versus when it is expensive? Explain your answer.

7. Promotion Strategy Over the Product Life Cycle
Exhibit 10.2

8. Advertising Types of Advertising Determining the Advertising Budget
Institutional advertising
Advocacy advertising
Product advertising
Determining the Advertising Budget
Objectives and task approach
Percentage of sales approach
Competitive matching approach
Arbitrary approach

9. Focusing on Women’s Issues

10. Marketing Strategy in Action
The Dairy Board’s “Got Milk” campaign is a good example of successful pioneer advertising.
How does this type of advertising benefit all sellers in the market? What is the primary goal of pioneer advertising?

11. Spending on National Advertising: 2003 Projections
Exhibit 10.3

12. Top Ten Fortune 500 Online Advertisers
Exhibit 10.4

13. Top Ten Web Properties Hosting Online Advertising
Exhibit 10.5

14. Evaluating Advertising Effectiveness
Methods
Evaluating the achievement of advertising objectives
Assessing the effectiveness of advertising copy, illustrations, and layouts
Evaluating the effectiveness of various media
Timing of Evaluation
Pretest
During campaign
Posttest

15. Discussion Question
How does the highly visible nature of advertising relate to the development of brand image? If all advertising for a well-known brand were to stop suddenly, would the image of the brand suffer? Why or why not?

16. Public Relations Public Relations Methods Negative Public Relations
News (or press) releases
Investor relations
- Feature articles
- Employee relations
White papers
- Event sponsorship
Press conferences
- Product placement
Lobbying

17. Degree of Customer Trust in Selected U.S. Industries
Exhibit 10.6

18. Degree of Customer Trust in Selected Corporations and Nonprofits
Exhibit 10.7

19. Personal Selling and Sales Management
The Sales Management Process
Developing Sales Force Objectives
Determining Sales Force Size
Recruiting Salespeople
Training the Sales Force
Controlling and Evaluating the Sales Force
The Impact of Technology on Personal Selling

20. Comparison of Sales Force Compensation Methods
Exhibit 10.8

21. Sales Promotion in Consumer Markets
Types of Sales Promotion to Consumers
Coupons
Rebates
Samples
Loyalty programs
Point-of-purchase promotion
Premiums
Contests and sweepstakes

22. Coupons: Sales Promotion to Consumers

23. Sales Promotion in Business Markets
Sales Promotion Methods Unique to Business Markets
Trade allowances
Free merchandise
Training assistance
Cooperative advertising
Selling incentives