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:
[email protected]
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 6
The Text
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Course Expectations - Outline Tests (2) Workshops (best 4 of 6) IMC Plan (2 reports) IMC Plan presentation Hot Topic Presentation
30% 20% 30% 10% 10%
Check Blackboard often for updates 8
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 Online Interactive Direct Response
Public Relations Target Market
Events and Sponsorship
Sales Promotion Personal Selling 11
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 • Wendy’s 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. 16
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. 22
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 – “Gatorade’s 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 31
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Personality Personality refers to a person’s distinguishing psychological characteristics that lead to fairly consistent responses.
Real Self
SelfImage
LookingGlass Self
Ideal Self
Many communications plans revolve around the lookingglass self and the ideal self. 34
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Attitudes
Attitude
One’s 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. 37
Reference Group Influence
Reference Group
A group of people with a common interest.
The desire to “fit in” affects behaviour and buying decisions. 38
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 DEMOGRAPHIC
Age, income, education, household formation
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Market Segmentation DEMOGRAPHIC
Age, income, education, household formation
PSYCHOGRAPHIC
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Market Segmentation DEMOGRAPHIC
Age, income, education, household formation
PSYCHOGRAPHIC
GEOGRAPHIC
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Market Segmentation, Targeting, and Positioning Identify bases for segmenting market
Develop profiles of resulting segments Develop measures of segment attractiveness Select the target segment(s) Develop positioning for each segment Develop marketing mix for each segment
Market Segmentation
Market targeting
Market positioning
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