Chapter One Intro to Integrated Marketing Communications

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Chapter One -- Intro to Integrated Marketing
Communications

• MKTG-311
• Advertising

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Intro Example Army Advertising

• Earlier to the mid 1990s
• Late 1990s Booming economy and negative image
• Now, Iraqi war

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REVIEW ? Marketing Mix

• P
• P
• P
• P

4 Ps
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Promotional Mix

• Promotion (or Promotional Mix/Tools)

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Integrated Marketing Communications (IMC)

• Recognizes the value of a ________________________
  __.
• A plan that evaluates the strategic roles of
  _____________________________

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Integrated Marketing Communications (IMC)

• Combines the disciplines to provide

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A Marketing Revolution ? why IMC came about

• Shift from _________________ to other forms
• Movement away from a __________________
• Shift in power from _____________________
• Rapid growth of _________________
• Changes in ______________________
• Rapid growth of the _____________

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Advertising Versus Publicity

• Advertising
• Publicity

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Advertising Versus Publicity

• FACTOR ADVERTISING PUBLICITY
• Control
• Credibility
• Cost
• Flexibility
• Timing

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Direct Marketing

• Where organizations communicate directly with
  target customers to generate a response and/or
  transaction

• Direct marketing methods

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Interactive/Internet Marketing

• An entirely new era
• Little or no _________________
• Rapidly changing __________________________
• Unprecedented ____________________
• Multiple Internet roles
• To obtain customer _________________
• As a means to ________________ customers
• To _______________________ with buyers
• As a ______ tool or an actual _____ vehicle
• To provide customer __________________
• To build and maintain customer _______________

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Sales Promotion

• Definition Marketing activities that provide
  extra value or incentives to the sales force,
  distributors, or ultimate consumers and can
  stimulate immediate sales.

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Sales Promotion

• (1) Customer-oriented
• Targeted to the _______________ of a product or
  service

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Sales Promotion

• (2) Trade-oriented
• Targeted toward marketing ___________ such as
  ___________________________

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Sales Promotion Uses

• Introduce _______________
• Get existing customers to _____________
• Attract _____ customers
• Combat _________
• Maintain sales in ____________
• Increase retail _____________
• Tie in advertising ______________

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Public Relations

• Definition The management function which
• (1) evaluates public ___________,
• (2) develops __________________ of an
  organization w/ public interest,
• (3) executes a program of action to earn
  __________________________________.

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Public Relations

• Tools used by Public Relations
• Publicity
• Special publications
• Community activity participation
• Fund-raising
• Special event sponsorship
• Public affairs activities

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Personal Selling

• Person-to-person communications
• Can _______ the message to the __________
• Works for products that are

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Promotional Management

• Definition Coordinating the _____________
  elements to develop a __________________ program
  of effective marketing communications.

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Promotional Management

• Considerations for developing the promotional mix
  include
• Type of ________
• Buyers ________ process
• Stage of product ________
• Channels of ___________

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The Marketing Plan

• 1. Detailed ________________
• 2. Set marketing/promo ___________
• 3. Set marketing/promo ___________
• 4. Set program for _____________
• 5. Set process for __________________

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Potential Communications Objectives (versus
Marketing Objectives)

• Nature of Message
• Individual ______
• Customer ______
• Company _____
• Brand _______
• Store __________

• Desired Effect
• An _______
• Product ______
• Recommendation
• ______ the product

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Two Major Aspects of the Advertising Program

• (1) Message __________
• Called _______________
• Determine basic ______
• Determine main _________________

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Two Major Aspects of the Advertising Program

• (2) _______ strategy
• Communication ___________
• Type of media . . .
• Specific media . . .