Integrated Marketing Communication

Transcription

1 Integrated Marketing Communication Week 01 W. Rofianto

2 Reference & Evaluation Assignment 30% MidTerm Exam 35% Final Project 35%

3 What is Marketing? Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (American Marketing Association s official definition of marketing, Approved July 2013)

4 Defining IMC IMC is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs with consumers, customers, prospects employees and other relevant external and internal audiences. The goal of IMC is to generate financial returns and build brand equity.

5 Coordinated Marketing Mix Elements Build Image

6 Coordinated Marketing Mix Elements Build Image

7 The Growing Importance of IMC From Media advertising Mass media Manufacturer dominance General focus Low agency accountability Traditional compensation Limited Internet availability Toward Multiple forms of communication Specialized media Retailer dominance Data-based marketing Greater agency accountability Performance-based compensation Widespread Internet availability

8 Why Not Integrated? The Integration of Marketing Communications Tradition of separation communication tools Influence of specialized outside suppliers Managerial parochialism Skeptics who consider IMC to be a fad Using multiple communication tools in conjunction with one another can produce greater results (synergistic effects) than tools used individually and in an uncoordinated fashion.

9 IMC and Branding IMC plays a major role in the process of developing and sustaining brand identity and equity Brand Value (Billions of Dollars) 1. Coca-Cola $ Microsoft $ IBM $ GE $ Intel $ Nokia $ Disney $ McDonald s $ Marlboro $ Mercedes $21.19

10 Children s Taste Preferences (In percents) Source: Shimp (2010)

11 Basic Elements of the Promotional Mix Advertising Advertising Direct Direct Marketing Marketing Interactive/ Interactive/ Internet Internet Marketing Marketing Sales Sales Promotion Promotion Publicity/Public Relations Relations Personal Selling

12 Classifications of Advertising National Advertising Retail/Local Advertising Consumers Primary vs. Selective Demand Advertising Business-to-Business Advertising Professional Advertising Trade Advertising Organizations

13 Direct Marketing is Part of IMC Internet Sales Shopping Channels Direct Direct Mail Mail Direct Marketing Direct Direct Response Advertising Telemarketing Catalogs Catalogs

14 Using the Internet as an IMC Tool The Internet Educates or informs customers A persuasive advertising medium A sales tool or an actual sales vehicle Obtains customer database information Communicates and interacts with buyers Provides customer service and support Builds and maintains customer relationships

15 Sales Promotion Tools Coupons Samples Contests/Sweepstakes Refunds/Rebates Bonus Packs Loyalty Programs Events Consumer-oriented [For end-users] Trade Allowances POP Displays Training Programs Trade Shows Coop Advertising Trade-oriented [For resellers]

16 Various Uses of Sales Promotion Introduce new products Get existing customers to buy more Combat competition Enhance personal selling Sales Promotion Attract new customers Maintain sales in off season Tie in advertising & personal selling Increase retail inventories

17 Advertising Versus Publicity Factor Control Credibility Reach Frequency Cost Flexibility Timing Advertising Great Lower Measurable Schedulable High/Specific High Specifiable Publicity Little Higher Undetermined Uncontrollable Low/Unspecified Low Tentative

18 Public Relations Tools Publicity Vehicles Special Publications Community Activities Corporate Advertising Cause-related Marketing Public Affairs Activities Special Event Sponsorship

19 Marketing and Promotions Process Model Opportunity analysis Identifying markets Product decisions Promotional decisions Promotion to final buyer Competitive analysis Target marketing Market segmentation Selecting a target market Pricing decisions Channel-ofdistribution decisions Advertising Direct marketing Interactive marketing Sales promotion Publicity and public relations Personal selling Ultimate consumer Consumers Businesses Positioning through marketing strategies Resellers Purchase

20 The Target Marketing Process Identify Identify markets markets with with unfulfilled unfulfilled needs needs Determining Determining market market segmentation segmentation Selecting Selecting market to market target to target Positioning through marketing strategies

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22 Positioning Strategies How should we position? By Attributes and Benefits? By Price or Quality? By Use or Application? By Product Class? By Product User? By Competitor? By Cultural Symbols?

23 Cultural Symbols Can Differentiate Brands

24 Branding and Packaging Work Closely Together Product Decisions BRANDING PACKAGING Brand name communicates attributes and meaning Advertising creates and maintains brand equity Packaging has become increasingly important It s often customers first exposure to product

25 A Package Is More than a Container

26 Push Versus Pull Push Policy Pull Policy Producer Producer Wholesaler Wholesaler Retailer Retailer Consumer Consumer Information Flow

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