Integrated Marketing Communications

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Integrated Marketing Communications

• Jeremy Kees, Ph.D.

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(No Transcript)
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• So, what is the best way for marketers to reach
  you??
• What resonates with you??

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Integrated Marketing Communications

• The means by which firms attempt to inform,
  persuade, and remind consumersdirectly or
  indirectlyabout the products and brands they
  sell
• IMC includes all marketing communications

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An example

• Includes advertising, but is much broader
• Mastercards priceless campaign
• Spots 1, 2, 3
• Website priceless.com
• Viral/WOM Marketing

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To understand and utilize IMC, we need to get
back to the basics

• The Basic Communication Process

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Elements of the IMC Promotional Mix

• Advertising
• Sales Promotions
• Direct Marketing
• Product Placement
• Public Relations
• Publicity
• Event Marketing
• Interactive Marketing
• Personal Selling

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Models of Communication Effectiveness
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Process

• Identify the target audience
• Determine the objectives
• Design the communications
• Select the channels
• Establish the budget
• Decide on the media mix
• Measure the results
• Manage integrated marketing communications

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Advertising
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Some thoughts

• I know Im wasting half of my ad spend.I just
  dont know which half.
• Were in a advertising/promotions worldfull of
  clutterand its a vicious cycle

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General approaches

• Selling
• Targeted at our head
• Cognitive appeals
• Brand Building
• Targeted at our heart
• Affective/Emotional appeals
• Video

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Overview of Advertising

• Paid and non-personal communication through
  various media by business firms, not-for-profit
  organizations, and individuals who are identified
  in the advertising message and who hope to inform
  or persuade members of a particular audience

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Step 1 Setting Objectives

• Inform
• Persuade
• Remind
• Reinforce
• What is the goal?
• Heinz?
• Honda? Cog
• Based on the PLC

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Developing an Ad Campaign
Message generation and execution
Creative development and execution
Legal and social issues
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Message Generation and Execution

• Comparative Advertising
• Pepsi

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Message Generation and Execution

• Celebrity Testimonials
• Risks??

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Message Generation and Execution

• Interactive Advertising
• Wrigley's

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Message Generation and Execution

• Message Appeals
• Fear
• Example 1
• Example 2
• Sex
• Example 1
• Example
• Humor
• Example
• Example 1
• Example 2
• Emotion Evoking (sadness and humor)
• Example

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Creative Development and Execution

• Just as important as the ad itself
• Radio
• Newspapers

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Creative Development and Execution

• Magazines
• Direct Mail
• Outdoor
• Human Billboards
• http//www.tatad.com/
• Interactive Media
• Television

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Creative Development and Execution

• Key considerations
• Reach
• Frequency
• Impact

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Legal and Social Issues

• Common sense (e.g., dont be false or misleading)
• Not-so-common sense (e.g., reaching your target
  marketand ONLY your target market)
• Cigarettes/Alcohol
• Norelco and other risqué ads

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Legal and Social Issues

• The value in being proactive in spending ad/promo
  on tangential social issues
• Corporate Social Responsibility (CSR)
• An example
• Dove