Integrated Marketing Communications - PowerPoint PPT Presentation

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Integrated Marketing Communications

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MARKETING STRATEGY O.C. FERRELL MICHAEL D. HARTLINE 10 Integrated Marketing Communications Integrated Marketing Communication Integrated Marketing Communication ... – PowerPoint PPT presentation

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Title: Integrated Marketing Communications


1
MARKETING STRATEGYO.C. FERRELL MICHAEL D.
HARTLINE
10
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 firms 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
Strategic Issues in IntegratedMarketing
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?

5
Promotion Strategy Overthe Product Life Cycle
Exhibit 10.2
6
Advertising
  • Types of Advertising
  • Institutional advertising
  • Advocacy advertising
  • Product advertising
  • Determining the Advertising Budget
  • Objectives and task approach
  • Percentage of sales approach
  • Competitive matching approach
  • Arbitrary approach

7
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

8
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
9
Personal Selling andSales 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

10
Comparison of Sales ForceCompensation Methods
Exhibit 10.8
11
Sales Promotion in Consumer Markets
  • Types of Sales Promotion to Consumers
  • Coupons
  • Rebates
  • Samples
  • Loyalty programs
  • Point-of-purchase promotion
  • Premiums
  • Contests and sweepstakes

12
Sales Promotion in Business Markets
  • Sales Promotion Methods Unique to Business
    Markets
  • Trade allowances
  • Free merchandise
  • Training assistance
  • Cooperative advertising
  • Selling incentives
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