Integrated Marketing Communications Chapter 1 1-1

Transcript:Integrated Marketing Communications Chapter 1 1-1:
Integrated Marketing Communications Chapter 1 1-1 1-2 Highly competitive global marketplace. Greater variety of media available Emerging trends. Accountability. Change in roles of account executives, creatives and brand managers. Development of alternative media. Chapter Overview Integrated Marketing Communications Coordination and integration of all marketing communication tools All parts of the company Maximizes impact at a minimal cost. Includes all business-to-business Channel customer, External and internal communications. Sender Encoding Transmission device Decoding Receiver Noise Clutter Communication Process 1-4 Jargon Outcome The message can suffer distortion from jargon, timing, language, beliefs, competition, etc. Feedback: Info about the outcome returns to the sender, with any additional noise. A Model of the Communication Process Product Price Promotion Place Advertising Sales Promotions Personal Selling Database Marketing Direct Response Marketing Sponsorship Marketing E-Active Marketing Social Media Alternative Marketing Communication Mix Public Relations IMC Components The IMC Foundation Advertising tools IMC Media tools Promotional tools Integration tools 1-7 Information technology Multiple sources, faster Changes in channel power Increase in competition Brand parity Decline in TV advertising Globalization Market Dynamics That Impact IMC 1-8 Accountability, measurable results Use of alternative media New roles, responsibilities Influence of social media Trends That Impact IMC Account executive – represents agency with clients Brand/product manager – oversees specific brands or line of products Creatives – design ads and promotional materials Requires co-development of creative brief Agency Roles & Tasks Emergence of Alternative Media Emergence of interactive sites, blogs, and social networks Shifting expenditures to new media Less TV, customers using technology-based interactions Challenge Reach your customers the way they want to be reached! Online Retail Spending Source: Adapted from Cate T. Corcoran, “Delivering the Goods: E-Tailing Sales to Rise But Gains Seen Slowing,” Women’s Wear Daily, 197, no. 94 (May 5, 2009), p. 1; “Online Retail Spending, 2001-2007, and Projections, 2008,” The 2009 Statistical Abstract: Online Retail Sales (www.census.,gov/compendia/statab/cats/wholesale_retail_trade/online_retail_sales, accessed November 23, 2009). 2014 SALES ~249B International Implications Goal – to coordinate marketing efforts Greater challenge due to national and cultural differences Standardization versus Adaptation “Think globally, but act locally” Overview of IMC Text Corporate Image Brand Management Buyer Behaviors IMC Planning Process Advertising Management Advertising Design Theory & Appeals Advertising Design Messages & Frameworks Traditional Media E-Active Marketing Alternative Channels Regulation & Ethics Evaluation Database, Direct Response, & Personal Selling Public Relations & Sponsorships Sales Promotions