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BA 230 Marketing Communications

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Title: BA 230 Marketing Communications


1
  • BA 230 Marketing Communications

2
(No Transcript)
3
What is Marketing?
  • Marketing the sum of all the activities involved
    in the planning, pricing, promoting, distributing
    and selling of goods and services to satisfy
    consumers needs and wants.
  • Marketing is the process that connects suppliers
    with end users

4
What is Marketing?
  • An organizational function and a set of processes
    for creating, communicating, and delivering value
    to customers and for managing customer
    relationships in ways that benefit the
    organization and its stakeholders.

5
Our task is to focus
6
Two Types of Marketing Efforts

7
Communication Process
8
How Brand Communication Works
9
  • Marketing Communications
  • Focus on customers
  • Defined set of channels
  • Controlled communication types
  • Positions a product or service
  • More room for creativity
  • Needs to be consistent with product
  • and brand attributes

10
Corporate and Marketing Communications
  • http//www.youtube.com/watch?v1iBZ59mDgww

11
What is Marketing Communications?
  • Creating, delivering, managing, and valuating
    brand messages which are the information and
    experiences that impact how a brand is perceived.
  • Marketing communications is any communication
    that flow from an organisation to its customers,
    potential customers and other groups who may
    influence its success.
  • Informs
  • Persuades
  • Differentiates
  • Reminds

12
What is Integrated Marketing Communication?
  • IMC is designed to make all aspects of marketing
    communication such as advertising, sales
    promotion, public relations, and direct marketing
    work together as a unified force, rather than
    permitting each to work in isolation.
  • IMC, as a philosophical concept, dictates that
    all parties involved in the firms communication
    efforts co-ordinate to speak to target
    audience(s) with
  • one voice,
  • a unified message and
  • a consistent image

13
What is Integrated Marketing Communication?
  • Early definitions of IMC
  • a concept of marketing communications planning
    that recognizes the added value of a
    comprehensive plan that evaluates the strategic
    roles of a variety of communications disciplines
    (for example, general advertising, direct
    response, sales promotion, and public relations)
    and
  • combines these disciplines to provide clarity,
    consistency, and maximum communications impact.
  • (Schultz, 1993, p. 10)

14
What is Integrated Marketing Communication?
  • IMC is the process of developing and implementing
    various forms of persuasive communications
    programs with customers and prospects over time.
  • The goal of IMC is to influence or directly
    affect the behaviour of the selected
    communications audience. IMC considers all
    sources of brand or company contacts which a
    customer or prospect has with the product or
    service as potential delivery channels for future
    messages.
  • In sum, the IMC process starts with the customer
    or prospect and then works back to determine and
    define the forms and methods through which
    persuasive communications programs should be
    developed.
  • (Schultz, 1993a, p. 17)

15
What is Integrated Marketing Communication?
  • Tactical coordination of marcom elements
  • Redefining the scope of marcom
  • Application of information techolology
  • Financial and strategic integration
  • Stages in IMC Development (Source Schultz and
    Kitchen, 2000b)

16
What is IMC?
  • A process that entails the planning, creation,
    integration and implementation of diverse forms
    of marketing promotion.

All marketing communications should be (1)
clearly positioned, (2) directed to a particular
target market, (3) created to achieve a specific
objective, (4) undertaken to accomplish the
objective within budget constraint.
17
The Focus of IMC
  • Traditional
  • Transactions
  • Consumers
  • One-to-many
  • Product driven
  • Integrated
  • Relationships
  • Stakeholders
  • One-to-few
  • Customer driven

18
Important Names for IMC
  • Don Schultz
  • George E.Belch, Michael A. Belch
  • Tom Duncan
  • Philip J. Kitchen

19
Changes in Marketing Communication Practices
Changes in the consumer market
  • complexity and change in FMCG markets,
  • increasing media interest in social behaviour of
    companies,
  • increase reliance on highly targeted
    communication methods.,
  • increased efforts to assess communications
    return on investment.
  • Information overload,
  • advertising overload,
  • media fragmentation,
  • media choices,
  • smaller audiences,
  • increasing number of me-too products,

Changes in the supplier market
  • Multiple acquisitions and structural changes,
  • focus on short-term results,
  • interest in strategic importance of
    communication,
  • interest in internal communication,
  • heightened demands on suppliers

20
Changes in Marketing Communication Practices
  • http//www.youtube.com/watch?vQPr0iRKQ7IM

21
Why Is Integration So Important?
2
2
5


22
2 2 5 Statement
  • Not TrueInteraction
  • Results Depend on Interaction of the two (or
    more) variables
  • Example
  • 10 Billboard 20 Sales
  • 10 TV Ad 30 Sales
  • But
  • 20 TV/Billboard 60 Sales

23
IMC Mix
Social Media
Word of Mouth
Mobile Media
Guerilla
Events
24
Benefits of IMC
  • CLARITY - Avoid giving conflicting messages
  • CONSISTENCY - All messages convey the core
    values/attributes of corporate identity and brand
  • SYNERGY - Messages reinforce each other through
    repetition and development

25
Contemporary IMC Approach
IMC is like an orchestra
Musical score guides all the members of the
orchestra to play together
26
At the end of the course we can say IMC is like

27
But not like this....

28
  • http//www.youtube.com/watch?vygcav6X1d_4

29
  • Cadbury promised consumers free sporting goods if
    they will save and submit special wrappers from
    Cadbury products.
  • The campaign was supported with advertising,
    sponsorship, sales promotion, package design, and
    marketing public relations.
  • However, there is a distinct unease in the minds
    of customers, consumers, and industry experts on
    the links between chocolate and obesity, and
    between chocolate and sporting prowess.
  • Integration is both a way to develop campaigns
    that maximize consistency among all the marcom
    tools and a philosophy that monitors and manages
    all brand messages with all stakeholders at all
    contact points.
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