Nothing Special   »   [go: up one dir, main page]
Scribd Logo
Upload

Welcome to Scribd!

  • 21 views

    Integrated Marketing Communications

    Uploaded by

    Hardy Tom
    Integrated Marketing Communications is the coordination and integration of all marketing communication tools, avenues and sources within a company. The IMC includes all business-to-business, channel, customer, external communications and internal communications.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Integrated Marketing Communications

    Uploaded by

    Hardy Tom
    21 views11 pages
    Integrated Marketing Communications is the coordination and integration of all marketing communication tools, avenues and sources within a company. The IMC includes all business-to-business, channel, customer, external communications and internal communications.

    Original Title

    Clow01 Basic

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Integrated Marketing Communications is the coordination and integration of all marketing communication tools, avenues and sources within a company. The IMC includes all business-to-business, channel, customer, external communications and internal communications.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    21 views11 pages

    Integrated Marketing Communications

    Uploaded by

    Hardy Tom
    Integrated Marketing Communications is the coordination and integration of all marketing communication tools, avenues and sources within a company. The IMC includes all business-to-business, channel, customer, external communications and internal communications.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    You are on page 1of 11

    Integrated Marketing Communications

    Chapter 1
    Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

    1-1

    Chapter Objectives
    1. 2. 3. 4. What role does communication play in marketing programs? What is the nature of the communication process? How should the communications model be applied to marketing issues. What are the characteristics of a fully integrated advertising and marketing communications approach? How does the concept of integrated marketing communications pertain to international operations?
    Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

    5.

    1-2

    Ron Jons Surf Shop


    High level of competition Changing surf-board technology Brand image and logo development Advertising Sponsorship opportunities Innovative marketing programs

    Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

    1-3

    Chapter Overview
    Highly competitive global marketplace. Wide variety of media available for communications. Clear communications needed. Emerging trends. Accountability. Change in roles of account executives, creatives and brand managers. Development of alternative media.

    Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

    1-4

    Integrated Marketing Communications is the coordination and integration of all marketing communication tools, avenues and sources within a company into a seamless program which maximizes the impact on consumers and other end-users at a minimal cost. The IMC includes all business-to-business, channel, customer, external communications and internal communications

    Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

    1-6

    Communication Mix
    Traditional Promotion
    Price, Product, Distribution, Promotion
    Advertising Sales promotions Personal selling

    Additional components
    Database marketing Direct marketing Sponsorship marketing Internet marketing Guerilla marketing Alternative marketing

    Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

    1-7

    The Marketing Plan


    Situation analysis Marketing objectives Marketing budget Marketing strategy Marketing tactics Evaluations
    Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

    1-8

    IMC Components
    The IMC Foundation Advertising tools IMC Media tools Promotional tools Integration tools
    Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

    1-9

    Four Stages in Cultivating an IMC System


    [American Productivity & Quality Center]

    Stage 1: Identify, coordinate and manage all forms of marketing communications. Stage 2: Communications are examined from perspective of customers. Stage 3: Apply information technologies to the IMC program. Stage 4: Customer data information and insights used in corporate strategic planning.

    Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

    1-10

    Trends Impacting IMC


    Information technology Changes in channel power Increase in competition Brand parity Integration of information Decline in the effectiveness of television advertising
    Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

    1-11

    Global IMC
    Goal to coordinate marketing efforts Greater challenge due to national and cultural differences Standardization vs Adaptation

    Think globally, but act locally.

    Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

    1-12

    You might also like