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BA 230 Marketing Communications

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Title: BA 230 Marketing Communications


1
  • BA 230 Marketing Communications

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(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
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Two Types of Marketing Efforts

7
Communication Process
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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


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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
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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
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At the end of the course we can say IMC is like

27
But not like this....

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  • 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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