Integrated Ads, Promotion, and Marketing Communication

Integrated Advertising, Promotion,
and Marketing Communications

Eighth Edition
Chapter 1
Integrated
Marketing
Communications
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved
Chapter Objectives
1. How does communication take place?
2. What is an integrated marketing communications
program?
3. Which trends are affecting marketing
communications?
4. What are the components of an integrated marketing
communications program?
5. What is meant by GIMC?
Chapter Overview
• Highly competitive global marketplace
• Wide variety of media available
• Clear communications needed
• Customers bombarded with communications
• Integrated advertising and communications
Lean Cuisine
• “Diet” not popular term
• New products, new messages
• “Frozen, How Fresh Stays
Fresh”
• Social media – “Weigh This”
• Goal to shed the idea of a
“diet” food
Figure 1.1 Communication Process
Chick-fil-A Social Media
• Integrates online with offline
• Engage customers primary
goal
• Store openings announced
via social media
• “Cow Appreciation Day”
• “Eat Mor Chikin” offline
advertising
Figure 1.2 Examples of Communication
Noise
• Talking on the phone during a commercial on television
• Driving while listening to the radio
• Looking at a sexy model in a magazine ad and ignoring the
message and brand
• Scanning a newspaper for articles to read
• Talking to a passenger as the car passes billboards
• Scrolling past Internet ads without looking at them
• Becoming annoyed by ads on a social media site
• Ignoring tweets on Twitter because they are irrelevant
• Being offended by the message on a flyer for a local
business
Integrated Marketing Communications
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.
Figure 1.3 The Components of
Promotion
Figure 1.4 Steps of a Marketing Plan
• Current situational analysis
• SWOT analysis
• Marketing objectives
• Target market
• Marketing strategies
• Marketing tactics
• Implementation
• Evaluation of performance
Figure 1.5 Trends Affecting Marketing
Communications
• Emphasis on accountability and measurable results
• Explosion of the digital arena
• Integration of media platforms
• Shift in channel power
• Increase in global competition
• Increase in brand parity
• Emphasis on customer engagement
Accountability and Measurable
Results
• Want results from marketing budgets
• Effort led by CEOs, CFOs, and CMOs
• Advertising agencies expected to deliver results
• Emerging social media changes communication
• Emerging alternative methods and media
• Less reliance on mass TV ads
Integration of Digital Media
• Emergence of
– Interactive Web sites, blogs, and social networks
– Smartphones, tablets
• Companies shifting expenditures from traditional to
digital media
• Social media allows interaction
Integration of Media Platforms
• Consumers integrate platforms
– 5 hours 16 minutes  non-television screens
– 4 hours 31 minutes  television
• Ways consumers integrate media formats
– Content grazing
– Investigative spider-webbing
– Quantum journey
– Social spider-webbing
Figure 1.6 Pathways Consumers Use to
Interact Across Media Devices
Source: Based on Mark Walsh, “Microsoft Highlights Usage Across Device Pathways,”
Online Media Daily, March 14, 2013, http://www.mediapost.com/publications/article/195786/
Changes in Channel Power
• Retailers
– Control channel
– Control shelf space
– Have purchase data
– Determine products and brands on shelves
• Consumers
– Internet shifts power to consumers
– Multiple methods of making purchases
Increases in Global Competition
• Information technology and
communication has
changed the marketplace.
• Products can be purchased
from multiple locations.
• Customers want both low
prices and high quality.
• Manufacturers and retailers
must work together.
Increase in Brand Parity
• Brands viewed as being equivalent
• Consumers select from a group of brands
• Quality and characteristics less important
• Price more important
• Decline in brand loyalty
Emphasis on Customer
Engagement (1 of 2)
• Marketers seek to engage customers
• Contact points important
• Digital media now part of IMC
• Two-way communication
• Strive to develop emotional commitment
Emphasis on Customer
Engagement (2 of 2)
Understanding customer engagement also applies to

nonprofits such as the Red Cross
Figure 1.7 Five Reasons Why
Integrated Marketing Works
1. Unifies strategy and message across channels
2. Streamlines timing
3. Connects with multiple audiences
4. Creates meaningful insights
5. Maximizes impact
Figure 1.8 Overview of IMC Text
International Implications
• Goal – to coordinate
marketing efforts
• Greater challenge due to
national and cultural
differences
• Standardization versus
Adaptation
• “Think globally, but act
locally”
Blog Exercises
• American Eagle
• Chick-fil-A
• Integrated Marketing
Copyright

Integrated Ads, Promotion, and Marketing Communication

Încărcat de

Informații document

Drepturi de autor

Formate disponibile

Partajați acest document

Partajați sau inserați document

Opțiuni de partajare

Vi se pare util acest document?

Este necorespunzător acest conținut?

Drepturi de autor:

Formate disponibile

Integrated Ads, Promotion, and Marketing Communication

Încărcat de

Drepturi de autor:

Formate disponibile

Integrated Advertising, Promotion,

and Marketing Communications

Understanding customer engagement also applies to

S-ar putea să vă placă și