Integrated Marketing Communications

1
Integrated Marketing Communications
14
chapter
Prepared by Deborah Baker Texas Christian
University
2
Learning Objectives
1. Discuss the role of promotion in the
marketing mix. 2. Discuss the elements of the
promotional mix. 3. Describe the communication
process.
14
chapter
3
Learning Objectives (continued)
4. Explain the goal and tasks of promotion. 5.
Discuss the AIDA concept and its relationship to
the promotional mix. 6. Describe the factors
that affect the promotional mix. 7. Discuss the
concept of integrated marketing communications.
14
chapter
4
Learning Objective
1
Discuss the role of promotion in the marketing
mix.
5
Promotion
1
Communication by marketers that informs,
persuades, and reminds potential buyers of a
product in order to influence an opinion or
elicit a response.
Inform
Persuade
Remind
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Promotional Strategy
1
A plan for the optimal use of the elements of
promotion Advertising Public Relations Personal
Selling Sales Promotion
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The Role of Promotion
1
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Differential Advantage
1
9
Learning Objective
2
Discuss the elements of the promotional mix.
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Promotional Mix
2
Combination of promotion tools used to reach the
target market and fulfill the organizations
overall goals.
Advertising Public Relations Personal
Selling Sales Promotion
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Promotional Mix
2
12
Advertising
2
Impersonal, one-way mass communication about a
product or organization that is paid for by a
marketer.
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Advertising Media
2
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Advertising
2

• Advantages
• Ability to reach large number of people
• Cost per contact is low
• Can be micro-targeted

• Disadvantages
• Total cost is high

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Public Relations
2
The marketing function thatevaluates public
attitudes, identifies areas within the
organization that the public may be interested
in, and executes a program of action to earn
public understanding and acceptance.
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Public Relations
2
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Publicity
2
Public information about a company, good, or
service appearing in the mass media as a news
item.
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Sales Promotion
2
Marketing activities--other than personal
selling, advertising, and public relations--that
stimulate consumer buying and dealer
effectiveness.
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Sales Promotion
2
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Sales Promotion
2
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Personal Selling
2
Planned presentation to one or more prospective
buyers for the purpose of making a sale.
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Personal Selling
2
Traditional Selling
Relationship Selling
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Learning Objective
3
Describe the communication process.
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Communication
3
The process by which we exchange or share
meanings through a common set of symbols.
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Marketing Communication
3
Categories of Communication
Interpersonal Communication
Mass Communication
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The Communication Process
3
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The Sender and Encoding
3
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The Communication Process
3
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Characteristics of Advertising
3
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Characteristics of Public Relations
3
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Characteristics of Sales Promotion
3
32
Characteristics of Personal Selling
3
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Learning Objective
4
Explain the goal and tasks of promotion.
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Goals and Tasks of Promotion
4
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Goals and Tasks of Promotion
4
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Goals and Tasks of Promotion
4
37
Goals and Tasks of Promotion
4
38
Goals and Tasks of Promotion
4
39
Learning Objective
5
Discuss the AIDA concept and its relationship to
the promotional mix.
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The AIDA Concept
5
Model that outlines the process for achieving
promotional goals in terms of stages of consumer
involvement with the message.
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The AIDA Concept
5
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AIDA and the Promotional Mix
5
43
Learning Objective
6
Describe the factors that affect the promotional
mix.
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Factors Affecting the Promotional Mix
6
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Nature of the Product
6

• Product characteristics
• Business product vs. consumer product
• Costs and risks
• Social risk

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Stage in the Product Life Cycle
6
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Product Life Cycle and thePromotional Mix
6
Light Advertising, pre- introduction Publicity
Heavy use of advertising, PR for awareness sales
promotion for trial
AD/PR decrease Limited Sales Promotion,
Personal Selling for distribution
Ads decrease. Sales Promotion, Personal
SellingReminder Persuasive
Advertising, PR, Brand loyalty Personal Selling
for distribution
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Target Market Characteristics
6

• FOR
• Widely scattered market
• Informed buyers
• Repeat buyers

Advertising
Sales Promotion
Less Personal Selling
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Type of Buying Decision
6
50
Available Funds
6

• Trade-offs with funds available
• Number of people in target market
• Quality of communication needed
• Relative costs of promotional elements

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Push and Pull Strategies
6
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Learning Objective
7
Discuss the concept of integrated marketing
communications.
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Integrated Marketing Communications
7
IMC
A method of carefully coordinating all
promotional activities to produce a consistent,
unified message that is customer focused.
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IMC Popularity Growth
7

• Proliferation of thousands of media choices
• Fragmentation of the mass market
• Slash of advertising spending in favor of
  promotional techniques