Integrated Marketing Communications: An Overview

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Integrated Marketing Communications An Overview
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Our Objectives Today

• Get to know each other
• Course expectations
• Your expectations
• My expectations
• What is integrated marketing communications?

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My Expectations

• That you come to class prepared
• That you participate, question and discuss
• That you deliver things professionally and on
  time
• That you have some fun

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What you can expect from me

• Be here and prepared
• Available as a resource - quick response
• Fair evaluation
• Open to your ideas
• Committed to your success
• Have fun!

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How to reach me

• Marianne Marando
• Room C2027
• Email marianne.marando_at_senecac.on.ca
• Voicemail 416-491-5050 ext. 6022

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The most important source of information

• https//www.my.senecacollege.ca
• Check before every class
• Class cancellations and changes
• Class notes
• Assignments
• Due dates

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The Text
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Course Expectations - Outline

• Tests (2) 30
• Workshops (best 4 of 6) 20
• IMC Plan (2 reports) 30
• IMC Plan presentation 10
• Hot Topic Presentation 10
• Check Blackboard often for updates

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Hot Topic Presentation

• Details and schedule

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Integrated Marketing Communications
The coordination of all forms of marketing
communications into a unified program that
maximizes the impact on consumers and other
customers.
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IMC Mix
Advertising
Public Relations
Online Interactive
Target Market
Direct Response
Sales Promotion
Events and Sponsorship
Personal Selling
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Why Integration?

1. Organizations are looking for a total solutions
   communications approach to solving business
   problems.
2. There is a demand for comprehensive, seamless
   campaigns.

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Advertising
A persuasive form of marketing communication
that stimulates a positive response from a target
market.

1. Product Advertising communicates benefits and
   builds brand image.
2. Promotional Advertising communicates specific
   offers to encourage immediate response.

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Great Advertising Can Strike a Responsive Chord
in Consumers

• Wendys Video

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Direct-Response Communications
Delivering a message to a target audience of
one. The messages goes directly from the
organization to the customer.

1. Direct Mail
2. Direct-Response Television
3. Direct-Response Print

Image concerns aside, blue chip companies use
this form of communication frequently.
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Bose Uses Direct Response Advertising
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Interactive Communications
Communications by the Internet, CD-ROM and other
interactive sources.
Database marketing techniques and a desire to
implement customer relationship management
programs are fueling growth in interactive
communications.
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American Airlines Encourages Customers to Do It
All Online
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Sales Promotion
Activities (incentives) that stimulate an
immediate reaction from consumers and
distributors.

1. Consumer Promotion for pull
2. Trade Promotion for push

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Personal Selling
The delivery of a personalized message between a
seller and a buyer.
Personal selling is the human component of
integrated marketing communications.
Sellers work with distributors to get a product
into distribution they make the product
available to final users.
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Public Relations
Communications that are designed to gain public
understanding and acceptance.

1. Messages are placed at no cost.
2. Messages can promote a brand or company.
3. Messages often deal with crisis situations.

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DuPont Uses Public Relations to Enhance Its
Corporate Image
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Event Marketing and Sponsorships
Planning and marketing an event by a company or
brand or supporting an event financially in
return for advertising privileges.
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Trends Conducive to IMC

1. Customer Relationship Management (CRM)
2. Database Management Techniques
3. Communications Technologies Are Changing
4. Demand for Efficiency and Accountability

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For next class

• Read Chapter 1 of text
• Read article Gatorades Secret Weapon and be
  prepared to discuss the following question for
  next class
• How has Gatorade demonstrated IMC? Give specific
  examples.
• Sign up for Hot Topic date

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Consumer Behaviour
The behaviour of individuals in obtaining and
using goods and services, including the
decision-making processes that precede and
determine the purchase.
Organizations invest a considerable sum in
marketing research to learn about consumer
behaviour.
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Needs and Motivation Theory
Need
Absence of something useful
Motive
Condition prompting action to satisfy a need
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Ads Help Consumers Recognize Needs
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The Hierarchy of Needs
Self-Actualization
Esteem
Social
Safety
Physiological
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Personality
Personality refers to a persons distinguishing
psychological characteristics that lead to fairly
consistent responses.
Real Self
Self- Image
Looking- Glass Self
Ideal Self
Many communications plans revolve around the
looking-glass self and the ideal self.
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Attitudes
Attitude
Ones feelings about an idea or object.

1. Attitudes are influenced by friends, family,
   trendsetters, opinion leaders, and advertising.
2. Gaining acceptance is easier if the product fits
   the attitudes held by the target.

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Perception
Individuals receive and interpret messages
differently.
Selective Exposure
We notice things of interest.
Selective Perception
Tuning out information that conflicts with
attitudes.
Selective Retention
We remember what we want to.
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Reference Group Influence
Reference Group
A group of people with a common interest.
The desire to fit in affects behaviour and
buying decisions.
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Family Influences
Each family member has some influence on the
behaviour of other family members.
Changing roles and responsibilities of family
members has necessitated double targeting by
marketing organizations.
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Market Segmentation
Age, income, education, household formation
DEMOGRAPHIC
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Market Segmentation
Age, income, education, household formation
DEMOGRAPHIC
PSYCHOGRAPHIC
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Market Segmentation
Age, income, education, household formation
DEMOGRAPHIC
PSYCHOGRAPHIC
GEOGRAPHIC
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Market Segmentation, Targeting, and Positioning
Identify bases for segmenting market
Market Segmentation
Develop profiles of resulting segments
Develop measures of segment attractiveness
Market targeting
Select the target segment(s)
Develop positioning for each segment
Market positioning
Develop marketing mix for each segment
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Group Exercise

• For each of the following products
• Determine at least 2 different ways to segment
  the market describe them
• Which segmentation strategy makes the most sense
  and why
• Which segment(s) would you target?
• Products
• McDonalds
• Subway
• Red Bull Energy Drink
• Jeep Cherokee