Designing and Managing Integrated Marketing Communications Chapter 17

Designing and Managing Integrated Marketing Communications (Chapter 17) Marketing Communications Mix: Advertising Sales Promotion Events and Experiences Public Relations and Publicity Direct Marketing Personal Selling (Table 17. 1) - Platforms used to market your product

Integrated marketing communications (IMC) Recognizes added value of a comprehensive plan Coordinate and integrate all elements of the communications mix – advertising, personal selling, sales promotion, publicity, direct marketing – so that the organization presents a message that is _____________

Integrated marketing communications (IMC) Example: Adding web addresses in print ads and packaging allows people to more fully explore a company’s products, find store locations, and get more product and service info. http: //www. dannon. com/

Implementing IMC Goal: create the most effective and efficient communications program possible: IBM turned over all of its advertising to Ogilvy to attain uniform branding – ________________________ Example: MBA Program - webpage, brochure, campus recruiting, events – social, golf tournament, UCA association, budget

Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations (Chapter 18) Advertising program: Target market and buyer motives Mission: What are the advertising objectives? Money: How much can be spent? Message: What message should be sent? Media: What media should be used? Measurement: How should the results be evaluated?

Target market, motives, mission Example: MBA Program Target market and buyer motives? Mission: _______________ What are the advertising objectives? Informative – create brand awareness Persuasive – liking, preference, conviction Reminder – stimulate repeat purchase Reinforcement – convince purchaser they made the right choice

Money, Message, and Media Example: MBA Program Money – How much can be spent? – Message – 30 hour credit program; night and afternoon classes; completed in one year; high job placement rate: http: //www. uca. edu/divisions/academic/mba/ Which appeal works best with target audience? – ? Media: direct mail, brochures, webpage Measurement: _______________

Sales Promotion • Academic Outreach is pushing the UCA MBA degree toward Acxiom employees: 10% off of tuition & fees for all Acxiom employees • Evaluate - ?

Events and Public Relations • The Fifth Annual 2005 UCA CBA Scholarship Golf Tournament raised $9, 245. 67 with the help of 84 players, 10 volunteers, and a record number of hole sponsorships and team sponsorships. • Evaluate:

Direct Marketing (Chapter 19) Benefits to customers: Fun, convenient & hassle free Saves time Larger merchandise selection Comparison shopping Order products for themselves or others

Direct Marketing Benefits to companies Mailing lists for almost any market Customized offers Ongoing relationships with customers Privacy Measurable response etc.

Interactive Marketing Designing an attractive web-page: __________________ • • • Web site downloads quickly First page is easy to understand Easy to navigate to other pages that open quickly Individual pages not overly crammed with content Typefaces and font sizes are very readable Good use of color (and sound)