Download International Marketing Communication and PR

International Marketing
Communication and PR
By: Zoltán SZABÓ PhD MBA
associate professor
Lecture #1
Schedule
1. Introduction, Marketing
Communication
2. Marketig-mix, Corporate Identity
3. Branding
4. Advertisements, Media
5. Press, Outdoor
15 - 2
Schedule
6. Radio, TV, Cinema
7. Internet, BTL
8. Direct Marketing, Sales Promotion
9. POS, POP
10. Events, Exhibitions
15 - 3
Schedule
11. Sponsoring
12. Personal selling
13. Campaign
14. Public Relations
15. Exam
15 - 4
Evaluation
• Final Written Exam: 80 points
• Written Assignment: 20 points
 0-50 point(s):
 51-65 points:
 66-75 points:
 76-85 points:
 86-100 points:
(1)
(2)
(3)
(4)
(5)
15 - 5
Readings
• FazekasI. - Harsányi D. (2000):
Marketingkommunikáció, Szókratész
Külgazdasági Akadémia, Budapest;
• Nyárádi G. - Szeles P. :
Public Relations I-II., Perfekt
Gazdasági Tanácsadó Oktató és
Kiadó Rt.
15 - 6
Dates / Deadlines
• Written Exam – May 17, 2011
 8am E II. 10.
• Written Assignment – May 10, 2012
 10 pages (Incl.: Cover, Table of
Contents, Bibliography (min. 5))
 Topic: Marketing Communication Fields
15 - 7
Important Dates
• ‘Built-in Extra Lectures’
• Date: 31 March, 2009
• From 8.00 until 17.50
• Place: E II. 10. (Possible changes)
15 - 8
Integrated Marketing
Communication
Strategy
Objectives
• Know the tools of the marketing
communications mix.
• Understand the process and advantages of
integrated marketing communications.
• Learn the steps in developing effective
marketing communications.
• Understand methods for setting promotional
budgets and the factors that affect the design
of the promotion mix.
15 - 10
Definition
• Marketing Communications Mix
 The specific mix of advertising,
personal selling, sales promotion, and
public relations a company uses to
pursue its advertising and marketing
objectives.
15 - 11
Integrated Marketing
Communications
• The Marketing Communications
Environment is Changing:
 Mass markets have fragmented, causing
marketers to shift away from mass
marketing

Media fragmentation is increasing as well
 Improvements in information technology
are facilitating segmentation
15 - 12
Integrated Marketing
Communications
• The Need for Integrated Marketing
Communications
 Conflicting messages from different sources
or promotional approaches can confuse
company or brand images

The problem is particularly prevalent when
functional specialists handle individual forms of
marketing communications independently
15 - 13
Integrated Marketing
Communications
• The Need for Integrated Marketing
Communications
 The Web alone cannot be used to build
brands; brand awareness potential is limited
 Best bet is to wed traditional branding
efforts with the interactivity and service
capabilities of online communications
 Web efforts can enhance relationships
15 - 14
Integrated Marketing
Communications
• Integrated Marketing Communications
 The concept under which a company
carefully integrates and coordinates its
many communications channels to deliver a
clear, consistent, and compelling message
about the organization and its products.
 IMC implementation often requires the
hiring of a MarCom manager.
15 - 15
The Communication
Process
• Communications efforts should be
viewed from the perspective of managing
customer relationships over time.
• The communication process begins with
an audit of all potential contacts.
• Effective communication requires
knowledge of how communication
works.
15 - 16
The Communication
Process
Elements in the
Communication Process
• Sender
• Encoding
• Message
• Decoding
• Media
• Response
• Receiver
• Feedback
• Noise
15 - 17
The Process
ENCODING THE
MESSAGE
Create an ad,
display, or sales
presentation
MESSAGE AS
INTENDED
A promotional idea in
marketer’s mind
MESSAGE
CHANNEL
Select the media
or other vehicle
to carry the message
NOISE
Competing ads,
other
distractions
FEEDBACK
Impact measured
using research, sales,
or another measure
DECODING
THE MESSAGE
Receiver compares
message to
frame of reference
MESSAGE
AS RECEIVED
Knowledge, beliefs,
or feelings of
receiver changed
RESPONSE
Ranges from simple
awareness to
purchase
15 - 18
Thank you for your
attention!