Integrated Advertising Promotion and Marketing Communications Eighth Edition

Chapter Objectives 1. How does communication take place? 2. What is an integrated marketing

Chapter Overview • Highly competitive global marketplace • Wide variety of media available •

Lean Cuisine • “Diet” not popular term • New products, new messages • “Frozen,

Figure 1. 1 Communication Process Copyright © 2018 Pearson Education Ltd. All Rights Reserved

Chick-fil-A Social Media • Integrates online with offline • Engage customers primary goal •

Figure 1. 2 Examples of Communication Noise • Talking on the phone during a

Integrated Marketing Communications is the coordination and integration of all marketing communication tools, avenues,

Figure 1. 3 The Components of Promotion Copyright © 2018 Pearson Education Ltd. All

Figure 1. 4 Steps of a Marketing Plan • Current situational analysis • SWOT

Figure 1. 5 Trends Affecting Marketing Communications • Emphasis on accountability and measurable results

Accountability and Measurable Results • Want results from marketing budgets • Effort led by

Integration of Digital Media • Emergence of – Interactive Web sites, blogs, and social

Integration of Media Platforms • Consumers integrate platforms – 5 hours 16 minutes non-television

Figure 1. 6 Pathways Consumers Use to Interact Across Media Devices Source: Based on

Changes in Channel Power • Retailers – – Control channel Control shelf space Have

Increases in Global Competition • Information technology and communication has changed the marketplace. •

Emphasis on Customer Engagement (1 of 2) • Marketers seek to engage customers •

Emphasis on Customer Engagement (2 of 2) Understanding customer engagement also applies to nonprofits

Figure 1. 7 Five Reasons Why Integrated Marketing Works 1. Unifies strategy and message

Figure 1. 8 Overview of IMC Text Copyright © 2018 Pearson Education Ltd. All

International Implications • Goal – to coordinate marketing efforts • Greater challenge due to

Blog Exercises • American Eagle • Chick-fil-A • Integrated Marketing Copyright © 2018 Pearson

Copyright © 2018 Pearson Education Ltd. All Rights Reserved

Slides: 25

Download presentation

Chapter Objectives 1. How does communication take place? 2. What is an integrated marketing communications program? 3. Which trends are affecting marketing communications? 4. What are the components of an integrated marketing communications program? 5. What is meant by GIMC? Copyright © 2018 Pearson Education Ltd. All Rights Reserved

Chapter Overview • Highly competitive global marketplace • Wide variety of media available • Clear communications needed • Customers bombarded with communications • Integrated advertising and communications Copyright © 2018 Pearson Education Ltd. All Rights Reserved

Lean Cuisine • “Diet” not popular term • New products, new messages • “Frozen, How Fresh Stays Fresh” • Social media – “Weigh This” • Goal to shed the idea of a “diet” food Copyright © 2018 Pearson Education Ltd. All Rights Reserved

Chick-fil-A Social Media • Integrates online with offline • Engage customers primary goal • Store openings announced via social media • “Cow Appreciation Day” • “Eat Mor Chikin” offline advertising Copyright © 2018 Pearson Education Ltd. All Rights Reserved

Figure 1. 2 Examples of Communication Noise • Talking on the phone during a commercial on television • Driving while listening to the radio • Looking at a sexy model in a magazine ad and ignoring the message and brand • Scanning a newspaper for articles to read • Talking to a passenger as the car passes billboards • Scrolling past Internet ads without looking at them • Becoming annoyed by ads on a social media site • Ignoring tweets on Twitter because they are irrelevant • Being offended by the message on a flyer for a local business Copyright © 2018 Pearson Education Ltd. All Rights Reserved

Integrated Marketing Communications is the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program which maximizes the impact on consumers and other end-users at a minimal cost. The IMC includes all business-to-business, channel, customer, external communications, and internal communications. Copyright © 2018 Pearson Education Ltd. All Rights Reserved

Figure 1. 4 Steps of a Marketing Plan • Current situational analysis • SWOT analysis • Marketing objectives • Target market • Marketing strategies • Marketing tactics • Implementation • Evaluation of performance Copyright © 2018 Pearson Education Ltd. All Rights Reserved

Figure 1. 5 Trends Affecting Marketing Communications • Emphasis on accountability and measurable results • Explosion of the digital arena • Integration of media platforms • Shift in channel power • Increase in global competition • Increase in brand parity • Emphasis on customer engagement Copyright © 2018 Pearson Education Ltd. All Rights Reserved

Accountability and Measurable Results • Want results from marketing budgets • Effort led by CEOs, CFOs, and CMOs • Advertising agencies expected to deliver results • Emerging social media changes communication • Emerging alternative methods and media • Less reliance on mass TV ads Copyright © 2018 Pearson Education Ltd. All Rights Reserved

Integration of Digital Media • Emergence of – Interactive Web sites, blogs, and social networks – Smartphones, tablets • Companies shifting expenditures from traditional to digital media • Social media allows interaction Copyright © 2018 Pearson Education Ltd. All Rights Reserved

Integration of Media Platforms • Consumers integrate platforms – 5 hours 16 minutes non-television screens – 4 hours 31 minutes television • Ways consumers integrate media formats – – Content grazing Investigative spider-webbing Quantum journey Social spider-webbing Copyright © 2018 Pearson Education Ltd. All Rights Reserved

Figure 1. 6 Pathways Consumers Use to Interact Across Media Devices Source: Based on Mark Walsh, “Microsoft Highlights Usage Across Device Pathways, ” Online Media Daily, March 14, 2013, http: //www. mediapost. com/publications/article/195786/ Copyright © 2018 Pearson Education Ltd. All Rights Reserved

Changes in Channel Power • Retailers – – Control channel Control shelf space Have purchase data Determine products and brands on shelves • Consumers – Internet shifts power to consumers – Multiple methods of making purchases Copyright © 2018 Pearson Education Ltd. All Rights Reserved

Increases in Global Competition • Information technology and communication has changed the marketplace. • Products can be purchased from multiple locations. • Customers want both low prices and high quality. • Manufacturers and retailers must work together. Copyright © 2018 Pearson Education Ltd. All Rights Reserved

Increase in Brand Parity • Brands viewed as being equivalent • Consumers select from a group of brands • Quality and characteristics less important • Price more important • Decline in brand loyalty Copyright © 2018 Pearson Education Ltd. All Rights Reserved

Emphasis on Customer Engagement (1 of 2) • Marketers seek to engage customers • Contact points important • Digital media now part of IMC • Two-way communication • Strive to develop emotional commitment Copyright © 2018 Pearson Education Ltd. All Rights Reserved

Figure 1. 7 Five Reasons Why Integrated Marketing Works 1. Unifies strategy and message across channels 2. Streamlines timing 3. Connects with multiple audiences 4. Creates meaningful insights 5. Maximizes impact Copyright © 2018 Pearson Education Ltd. All Rights Reserved

International Implications • Goal – to coordinate marketing efforts • Greater challenge due to national and cultural differences • Standardization versus Adaptation • “Think globally, but act locally” Copyright © 2018 Pearson Education Ltd. All Rights Reserved