Survey
* Your assessment is very important for improving the work of artificial intelligence, which forms the content of this project
Download IMC Development in BG
Document related concepts
no text concepts found
Transcript
Integrated Marketing Communications: Then, Now, Tomorrow Dudley Blossom, Ph.D Professor of Marketing Department of Business Administration Head American University in Bulgaria Department of Business Administration Moving Towards IMC es A g rtisin dve g Se llin na l arke ting t rne nte e/I ctiv era rso ect M Int Pe Dir (Positioning, Image, etc.) licity Pub Price Direct Marketing Message PR & Product Advertising Pro mo tio n In the past, communications efforts were focused on individual objectives Communications Objectives Message Sal Interactive/Internet Customer Sales Promotion PR & Publicity Personal Selling Currently, communications efforts are coordinated towards a common objective Marketing Objectives IMC Objectives Place (Distribution) Customer Advertising Direct Marketing Promotion Interactive/Internet Sales Promotion PR & Publicity Personal Selling In the future communications efforts will incorporate all aspects of an organizations customer contact Non-Integrated Marketing Communication Message (Positioning, Image, etc.) Moving Towards IMC es A g rtisin dve g Se llin na l arke ting t rne nte e/I ctiv era rso ect M Int Pe Dir (Positioning, Image, etc.) licity Pub Price Direct Marketing Message PR & Product Advertising Pro mo tio n In the past, communications efforts were focused on individual objectives Communications Objectives Message Sal Interactive/Internet Customer Sales Promotion PR & Publicity Personal Selling Currently, communications efforts are coordinated towards a common objective Marketing Objectives IMC Objectives Place (Distribution) Customer Advertising Direct Marketing Promotion Interactive/Internet Sales Promotion PR & Publicity Personal Selling In the future communications efforts will incorporate all aspects of an organizations customer contact Integrated Communications Advertising Communications Objectives Message Direct Marketing Interactive/Internet Customer Sales Promotion PR & Publicity Personal Selling Moving Towards IMC es A g rtisin dve g Se llin na l arke ting t rne nte e/I ctiv era rso ect M Int Pe Dir (Positioning, Image, etc.) licity Pub Price Direct Marketing Message PR & Product Advertising Pro mo tio n In the past, communications efforts were focused on individual objectives Communications Objectives Message Sal Interactive/Internet Customer Sales Promotion PR & Publicity Personal Selling Currently, communications efforts are coordinated towards a common objective Marketing Objectives IMC Objectives Place (Distribution) Customer Advertising Direct Marketing Promotion Interactive/Internet Sales Promotion PR & Publicity Personal Selling In the future communications efforts will incorporate all aspects of an organizations customer contact Integrated Marketing Communications Product Price Marketing Objectives IMC Objectives Place (Distribution) Advertising Direct Marketing Promotion Interactive/Internet Sales Promotion PR & Publicity Personal Selling Customer Towards IMC: Integrated Communication Levels Tactical Level – Strategic Level – – Communications Tactics need to work together towards a common goal Eliminate the bias towards mass media advertising Advertising is a tactic Mission Level – The purpose of the organization must be coordinated Towards IMC: Integrated Communication Levels Organizational Level – Interpersonal Level – Interaction between specialty areas must increase Theoretical Level – Where should the coordination happen? Corporate cultures permits some coordination but restricts others. Focus must shift to integrate communication theory as well as marketing theory Process Level – Process integration such that: Theory Strategies Tactics Building IMC: The Point of Integration Where does the coordination happen? – Internal coordination – External coordination – An organization/client coordinates the efforts of all of its communications tasks from an internal department An organization hires a communications agency to coordinate all of its communications efforts Third party coordination An organization hires a coordination agency to deal with communications agencies Building IMC: Providing External Integration Horizontal Integration – – Vertical Integration – Combine organizations specializing in different communications vehicles Incorporate Advertising, PR, Direct Marketing, Interactive, Sales Promotion, Personal Selling Integrate communications into media Cooperation & Partnership – Partner with complimentary organizations Bulgaria and IMC Looking Behind – – Bulgaria has little history to overcome The communications industry is relatively new Looking ahead – – There is much to be learned from the west Communications organizations in Bulgaria START at a point that is ideal in the west Integrated Marketing Communications: Then, Now, Tomorrow Dudley Blossom, Ph.D Professor of Marketing Department of Business Administration Head American University in Bulgaria Department of Business Administration
Related documents