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CHAPTER 8: IMC

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Title: CHAPTER 8: IMC


1
CHAPTER 8 IMC
Integrated (and Interactive) Marketing
Communication
2
Learning objectives
  • Assess the difference in communications
    characteristics between digital and traditional
    media
  • identify effective methods for online and offline
    promotion
  • understand the importance of integrating online
    and offline promotion
  • relate promotion techniques to methods of
    measuring site effectiveness (in conjunction with
    Chapter 9).

3
Questions for marketers
  • What are the new types of interactive marketing
    communications tools I can use?
  • How do their characteristics differ from
    traditional media?
  • What are the strengths and weaknesses of these
    promotional tools?
  • How do I choose the best mix of online and
    offline communications techniques?

4
Elements of the communications mix
Figure The main elements of the communications
mix
5
(No Transcript)
6
Differences in advertising

Old media

New media

Space

Expensive commodity

Cheap, unlimited

Time

Expensive commodity

Expensive commodity


for marketers

for users

Image creation

Image most important

Information most important


Information is secondary

Image is secondary

Co
mmunication

Push, one
-
way

Pull, interactive

Call to action

Incentives

Information (incentives)

Source
Janal (1998).

7
Characteristics of interactive marketing
communications
  • From push to pull
  • From monologue to dialogue
  • From one to-many to one-to-some and one-to-one
  • From one-to-many to many-to-many
  • From lean-back to lean-forward
  • Changes in nature of marketing communications
  • Increase in communications intermediaries
  • Integration

8
Traditional Promotion
A communication revolution...
C
The Internet
C
Content
Medium
F
C
C
SOURCE Hoffman Novak, 1996
We are moving from traditional mass
communication...
9
Schramm communication model applied to Internet
Figure The communications model of Schramm
(1955) applied to the Internet
10
One-to-one and one-to-many communications
Figure Online communication using the Internet
organisation (O), communicating a message (M) to
customers (C)
11
e-Promotion
To an interactive communication model...
F
F
Content
F
Medium
Content
Content
F
C
Content
C
C
C
SOURCE Hoffman Novak, 1996
12
Primary on-line promotion decisions
  • Beware pop-ups e-mails (spamming)
  • Banners can work if
  • Relevant for audience
  • High degree of involvment or intrique (animation)
  • Tendency to click on banners
  • Pre-existing appeal of the brand
  • Its all about building TRAFFIC to and through
  • your Website!!!

13
Integrated marketing communications 1
  • Coherence
  • Consistency
  • Continuity
  • Complementary

14
Integrated marketing communications 2
  • Based on clearly identified marketing and
    communications objectives
  • Full range of target audiences
  • Management of all forms of contact
  • Range of promotional tools
  • Range of media
  • Selection of most effective tools and media

15
Online and offline tools for traffic building
Figure Common of?ine and online communications
techniques used to drive visitors to a website
16
Integration of tools through time
Figure Integration of different communications
tools through time
17
The web response model
Figure Communications supporting retention
through the Web response model
18
Callback example
19
Conversion marketing objectives
Figure Conversion marketing approach to
objective setting
20
Advertising model
Figure Basic model for banner advertising
21
Banner examples
22
Banner example
23
Doubleclick targeting
24
eSpotting pay-per-click
25
E-mail campaign structure example
Figure Example of a campaign structure for an
e-mail campaign. Supplied by UK-based e-mail
marketing specialists Harvest Digital
(www.harvestdigital.com)
26
Viral campaign 3
27
Alternatives for expenditure
Figure Alternatives for balance between
different expenditure on Internet marketing
28
Alternatives for online and offline mix
Figure Options for the online v of?ine
communications mix (a) online gt of?ine, (b)
similar online and of?ine, (c) of?ine gt online
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