Integrated Marketing Communications Strategies for Success
Dive into Chapter 11-1 to uncover the power of integrated marketing communications. Explore effective strategies, tools, and techniques for seamless brand promotion and communication across various channels. Discover how to create cohesive campaigns that resonate with your target audience and drive impactful results in today's competitive landscape.
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Presentation Transcript
Integrated Marketing Communications Chapter 1 1-1
Chapter Overview Highly competitive global marketplace. Greater variety of media available Emerging trends. Accountability. Change in roles of account executives, creatives and brand managers. Development of alternative media. 1-2
Integrated Marketing Communications Coordination and integration of all marketing communication tools All parts of the company Maximizes impact at a minimal cost. Includes all business-to-business Channel customer, External and internal communications.
Communication Process Sender Encoding Transmission device Decoding Receiver Noise Clutter Jargon 1-4
A Model of the Communication Process Noise Noise Medium Outcome Sender Receiver Encoding Decoding Message Feedback Feedback Feedback: Info about the outcome returns to the sender, with any additional noise. The message can suffer distortion from jargon, timing, language, beliefs, competition, etc.
Communication Mix Price Promotion Product Place Advertising Database Marketing Direct Response Marketing Sponsorship Marketing E-Active Marketing Social Media Alternative Marketing Sales Promotions Personal Selling Public Relations
IMC Components The IMC Foundation Advertising tools IMC Media tools Promotional tools Integration tools 1-7
Market Dynamics That Impact IMC Information technology Multiple sources, faster Changes in channel power Increase in competition Brand parity Decline in TV advertising Globalization 1-8
Trends That Impact IMC Accountability, measurable results Use of alternative media New roles, responsibilities Influence of social media
Online Retail Spending 2014 SALES ~249B 180.0 156.0 160.0 Online Retail Spending (Billions) 140.0 120.0 100.0 80.0 60.0 40.0 20.0 0.0 2001 2005 2006 2007 2008 2009 Source: Adapted from Cate T. Corcoran, Delivering the Goods: E-Tailing Sales to Rise But Gains Seen Slowing, Women s Wear Daily, 197, no. 94 (May 5, 2009), p. 1; Online Retail Spending, 2001-2007, and Projections, 2008, The 2009 Statistical Abstract: Online Retail Sales (www.census.,gov/compendia/statab/cats/wholesale_retail_trade/online_retail_sales, accessed November 23, 2009).
International Implications Goal to coordinate marketing efforts Greater challenge due to national and cultural differences Standardization versus Adaptation Think globally, but act locally
Overview of IMC Text Regulation & Ethics Evaluation Public Relations & Sponsorships Sales Database, Direct Response, & Personal Selling Promotions Traditional Media Alternative Channels E-Active Marketing Advertising Management Advertising Design Theory & Appeals Advertising Design Messages & Frameworks Buyer Behaviors Corporate Image Brand Management IMC Planning Process
Integrated Marketing Communications Plan Structural Outline Outline #2-4 occur at the corporate level and apply to all markets. Some included items: SWOT competitive analysis segmentation analysis and strategy target market selection Selection of channels to reach target markets positioning strategy (corporate and segment) Corporate Image Brand Development and positioning Promotion Mix Strategy (corporate & target) Total budget , And so on . . . . 1. Executive Summary 2. Promotion Opportunity Analysis 3. Corporate-Level Strategies 4. IMC Management IMC Objective: Target Market 1 IMC Objective: Target Market 2 IMC Objective: Target Market 3 Mkt 4, 5, etc. The entire plan is summarized into a brief and concise document that presents the major elements of the plan to executive management. Budget IMC Methodologies Advertising Consumer Promotions Trade Promotions Personal Selling Sponsorships Database Programs Media Plan Evaluation Methodology Each target market receives an analysis that includes these items. This is repeated for every target market.
