mkt chapter 01 (imc)
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Chapter 1TRANSCRIPT
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1 Chapter One
Integrated Marketing Communications
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• What ads do you recall about
surfing and surf boards?
• How do the ads depict surfing?
• How would you evaluate Ron
Jon’s web site?
• What do you think of their logo?
1 Surfing !
Ron Jon Surf Shop
Http://www.ronjons.com
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Chapter Overview
• Highly competitive global marketplace.
• Wide variety of media available for communications.
• Clear communications needed.
• Emerging trends. • Accountability.
• Change in roles of account executives, creatives and brand managers.
• Development of alternative media.
Integrated
Marketing Communications
1
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F I G U R E 1 .2
Communication Process
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• Which advertisement attracts your attention the most?
• Which advertisement is the least appealing?
• How important is the brand name in each ad?
• What is the message of each individual advertisement?
• What makes each advertisement effective?
• What are the pros and cons of each advertisement?
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E X H I B I T
Shoe Advertisements
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Comparing the Advertisement to the Web Site
• Reebok (http://www.reebok.com)
• New Balance (http://www.newbalance.com)
• Nike (http://www.nike.com)
• Adidas (http://www.adidas.com)
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F I G U R E 1 . 2 Possible Noise in Watching
a TV Advertisement
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Advertising Clutter
• How many ads were you exposed to during the last 24 hours from the following media? – Television
– Radio
– Magazines
– Newspapers
– Billboards
– Internet Web sites
• How many ads can you recall from each of the above media?
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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.
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Phillip Franznick,
President/Partner of
FD & B Advertising Agency
talks about the change in
advertising agencies to
integrated marketing
communication agencies.
Click image to play video.
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F I G U R E 1 . 4
Traditional Marketing Mix
Product Price Promotion Distribution
Advertising Sales Promotions Personal Selling
Database
Marketing
Direct
Marketing
Sponsorship
Marketing
Internet
Marketing
Guerilla
Marketing
Alternative
Marketing
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• Situation analysis.
• Marketing objectives.
• Marketing budget.
• Marketing strategy.
• Marketing tactics.
• Evaluation
F I G U R E 1 . 5
The Marketing Plan
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F I G U R E 1 . 6
Integrated Marketing Communication Plan
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Four Stages in
Cultivating an IMC System
Stage 1: Identify, coordinate and manage all
forms of marketing communications.
Stage 2: Communications are examined from
perspective of customers.
Stage 3: Apply information technologies to
the IMC program.
Stage 4: Customer data information and
insights used in corporate strategic planning.
[American Productivity & Quality Center]
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• Information technology
• Changes in channel power
• Increase in competition (global competitors)
• Brand parity
• Integration of information
• Decline in effectiveness of television advertising.
F I G U R E 1 . 8 Trends Impacting Integrated Advertising and
Marketing Communications
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F I G U R E 1 . 9
U.S. Online Retail Sales
Apparel
7%
Appliances
3%
Auto & parts
8%Computer
hardw are/softw are
8%
Consumer electronics
5%
Other
19%
Food/beverages
3%
Home furnishings
5%
Music/videos
4%
Toys/video games
3%
Travel
35%
Source: Adapted from “U.S. Online Retail Sales,” Digital Marketing & Media Fact Pack,
Advertising Age, Crain Communications, Inc. (2007), p. 34.
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F I G U R E 1 . 10
Market Share – Top Brands in Running Shoe Industry
Adidas, 13.2%
Asics, 13.3%
Avia, 1.7%
Brooks, 1.7%
New Balance,
17.8%
Nike, 46.2%
Other, 2.1%
Reebok, 2.3%
Saucony, 1.7%
Source: Adapted from Matt Powell, “A Steady Stride,” SCB, Vol. 39, No. 11 (November 2006), p. 15.
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F I G U R E 1 . 11
Why Viewers Do Not Watch Ads
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Seen ad a lot
Ad annoying
Ad boring
Ads are on
Turn to another program
Program is boring
I'm bored
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Global Integrated
Marketing Communications
• Goal – to coordinate marketing efforts
• Greater challenge due to national and cultural
differences
• Standardization vs Adaptation.
• “Think globally, but act locally.”