An Introduction to Integrated Marketing Communications

Transcription

1 An Introduction to Integrated Marketing Communications Using IMC To Market Las Vegas 1

2 Creating a Unique Brand Identity for Las Vegas *Click outside of the video screen to advance to the next slide Taking The Only Vegas Campaign in a New ion 2

3 The Growth of and Promotion Expenditure in Billions of Dollars Outside U.S. U.S. Sales Promotion U.S. $0 $50 $100 $150 $200 $250 $300 $350 What is Marketing? Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization. Value Relationship marketing Mass customization Customer relationship management (CRM) 3

4 Coordinated Marketing Mix Elements Build Image Traditional Approach to Marketing Communications Point of purchase Special events Public relations Publicity Media marketing Sales promotion Packaging response Interactive marketing 4

5 Contemporary IMC Approach Packaging Sales promotion response Point of purchase Publicity Media Public relations Interactive marketing marketing Special events Defining IMC IMC is 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 is to generate short-term financial returns and build long-term brand value. 5

6 A Contemporary Perspective of IMC Recognized as a business process IMC Importance Multiple relevant of relevant audiences audience Demand for Demand accountability for and accountability Measurement of Outcomes Test Your Knowledge Why are marketers decreasing their usage of advertising in mass media to reach their target market and increasing their use of integrated marketing communications? A) The mass market has become fragmented. B) The explosion of new technologies has given consumers greater control over the communication process. C) The use of the Internet and electronic commerce is growing. D) New global markets are emerging. E) All of the above explain the increasing reliance on integrated marketing communications. 6

7 Reasons for 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 IMC and Branding Brand Identity is a combination of factors: Name, logo, symbols, design, packaging, product or service performance, and image or associations in the consumer s mind. 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 $

8 Basic Elements of the Promotional Mix Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Personal Selling Classifications of National Retail/Local Consumers Primary vs. Selective Demand Business-to-Business Professional Trade Organizations 8

9 Marketing is Part of IMC Internet Sales Shopping Channels Mail Marketing Response Telemarketing Catalogs Bose Uses Response 9

10 Sharp Creatively Integrated and the Internet This Sharp Aquos Commercial Was Designed to Drive Viewers to the Web Site *Click outside of the video screen to advance to the next slide 10

11 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 Sales Promotion Tools Coupons Samples Premiums Contests/Sweepstakes Refunds/Rebates Bonus Packs Loyalty Programs Events Consumeroriented [For end-users] Trade Allowances POP Displays Training Programs Trade Shows Coop Tradeoriented [For resellers] 11

12 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 Test Your Knowledge is nonpersonal communication neither directly paid for nor run under identified sponsorship. A) B) Sales promotion C) Publicity D) Public relations E) Personal selling 12

13 Versus Publicity Factor Control Credibility Reach Frequency Cost Flexibility Timing Great Lower Measurable Schedulable High/Specific High Specifiable Publicity Little Higher Undetermined Uncontrollable Low/Unspecified Low Tentative Publicity Vehicles Feature Articles News Releases Publicity Vehicles Interviews Press Conferences Special Events 13

14 Public Relations Tools Publicity Vehicles Special Publications Community Activities Corporate Cause-related Marketing Public Affairs Activities Special Event Sponsorship IMC Audience Contact Tools Broadcast media (TV/radio) Print media (newspapers, magazines) Public Relations/ publicity Internet/ interactive Out-of-home media Personal selling Target Audience marketing Sales Promotion Word-ofmouth Point-ofpurchase (displays, packaging) Events and sponsorship Product placements (TV and movies) 14

15 Test Your Knowledge The is a written document that describes the overall marketing strategy and programs developed for an organization, product line, or brand. A) promotional plan B) marketing plan C) communications plan D) marketing audit E) situation analysis The Marketing Plan 1. A detailed situation analysis 2. Specific marketing objectives 3. A marketing strategy and program 4. A program for implementing the strategy 5. A process for monitoring and evaluating performance 15

16 Integrated Marketing Communications Planning Model Review of marketing plan Promotional program situation analysis Analysis of the communications process Budget determination Develop integrated marketing communications programs Sales promotion PR/ publicity Personal selling marketing Internet/ interactive objectives Sales promotion objectives PR/ publicity objectives Personal selling objectives marketing objectives Internet/ interactive objectives Message strategy Sales promotion strategy PR/ publicity strategy Personal selling strategy marketing strategy Internet/ interactive strategy Integrate and implement marketing communications strategies Monitor, evaluate and control IMC Program 16