Title: An Introduction to Integrated Marketing Communications
1Chapter 1
- An Introduction to Integrated Marketing
Communications
2Marketing
- The process of planning and executing
- the conception, pricing, promotion, and
distribution - of ideas, goods, and services
- to create exchanges
- that satisfy individual and organizational
objectives
3Requirements for Exchange to Occur
- Two or more parties with something of value
- to one another,
- a desire and ability to give that something
- to the other party,
- and a way to communicate
4Relationship Marketing
- Emphasis on creating long-term relationships with
customers - Focus lifetime value of a customer
5The Marketing Promotion Mixes
- Product or Service
- Pricing Policy
- Place (Distribution Method)
- Promotion Mix
- Advertising
- Publicity/Public Relations
- Sales Promotion
- Personal Selling / Direct Marketing
6Advertising
Any paid form of nonpersonal communication about
an organization, product, service, or idea by an
identified sponsor
Public Relations
The management function that evaluates public
attitudes, identifies the policies and procedures
of an individual or organization in the public
interest, and executes a program to earn public
understanding and acceptance.
Sales Promotion
Marketing activities that provide extra value or
incentives to the sales force, distributors, or
ultimate consumers and can stimulate immediate
sales.
7Personal Selling
A form of person-to-person, individualized
communication in which a seller attempts to
assist and/or persuade prospective buyers to
purchase a product or engage in some action
Direct Marketing
Marketing activities through which organizations
communicate directly with target customers to
generate a response and/or a transaction
8Integrated Marketing Communications
- A marketing communications planning concept
- Recognizes the value of a comprehensive plan
- Addresses the strategic roles of all elements of
the promotion mix - Combines promotion elements to provide
- Clarity
- Consistency
- Maximum communications impact
9Why IMC is becoming more important
- Shift from media advertising to other forms of
promotion - Shift in power from manufacturers to retailers
- Rapid growth of database marketing
- Changes in ad agency compensation/accountability
- Rapid growth of the Internet
10The Promotion Plan
- 1. A detailed situation analysis
- 2. Segmentation, positioning, and marketing mix
strategy - 3. Specific marketing communications objectives
- 4. Budget
- 5. Creative Strategy
- 6. Implementation Plan Media, Sales Promotion,
Public Relations, and Personal Selling