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Integrated Marketing Communication Week 01 W. Rofianto, ST, MSi Reference & Evaluation Assignment MidTerm Exam Final Project 30% 35% 35% http://rofianto.wordpress.com/imc/ [email protected] What is Marketing? Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (American Marketing Association’s official definition of marketing released August 2007) Defining IMC IMC is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs with consumers, customers, prospects employees and other relevant external and internal audiences. The goal of IMC is to generate short-term financial returns and build long-term brand value. Coordinated Marketing Mix Elements Build Image Coordinated Marketing Mix Elements Build Image The Growing Importance of IMC From Toward Media advertising Multiple forms of communication Mass media Specialized media Manufacturer dominance Retailer dominance General focus Data-based marketing Low agency accountability Greater agency accountability Traditional compensation Performance-based compensation Limited Internet availability Widespread Internet availability IMC and Branding IMC plays a major role in the process of developing and sustaining brand identity and equity. 2005 Brand Value (Billions of Dollars) 1. Coca-Cola 2. Microsoft 3. IBM 4. GE 5. Intel 6. Nokia 7. Disney 8. McDonald’s 9. Marlboro 10. Mercedes $67.52 $59.94 $53.38 $46.99 $35.59 $26.45 $26.44 $26.01 $24.84 $21.19 Basic Elements of the Promotional Mix Advertising Advertising DirectDirect Marketing Marketing Interactive/ Interactive/ Internet Internet Marketing Marketing Sales Sales Promotion Promotion Publicity/Public Publicity/Public RelationsRelations Personal Selling Classifications of Advertising National Advertising Retail/Local Advertising Consumers Primary vs. Selective Demand Advertising Business-to-Business Advertising Professional Advertising Trade Advertising Organizations Direct Marketing is Part of IMC DirectDirect Mail Mail DirectDirect Response Response Advertising Advertising Internet Sales Direct Marketing Shopping Shopping Channels Channels Telemarketing Telemarketing Catalogs Catalogs Using the Internet as an IMC Tool The Internet Educates or informs customers Obtains customer database information A persuasive advertising medium Communicates and interacts with buyers A sales tool or an actual sales vehicle Provides customer service and support Builds and maintains customer relationships Sales Promotion Tools Coupons Samples Contests/Sweepstakes Refunds/Rebates Bonus Packs Loyalty Programs Events Trade Allowances POP Displays Training Programs Trade Shows Coop Advertising Consumer-oriented Trade-oriented [For end-users] [For resellers] Various Uses of Sales Promotion Introduce new products Get existing customers to buy more Combat competition Attract new customers Sales Promotion Enhance personal selling Tie in advertising & personal selling Maintain sales in off season Increase retail inventories Advertising Versus Publicity Factor Advertising Publicity Control Great Little Credibility Lower Higher Reach Measurable Undetermined Frequency Schedulable Uncontrollable Cost High/Specific Low/Unspecified Flexibility High Low Timing Specifiable Tentative Public Relations Tools Publicity Vehicles Community Activities Special Publications Corporate Advertising Public Affairs Activities Cause-related Marketing Special Event Sponsorship Marketing and Promotions Process Model Opportunity analysis Identifying markets Product Product decisions decisions Promotional decisions Competitive analysis Pricing Pricing decisions decisions Market segmentation Target marketing • Advertising • Direct marketing Ultimate consumer • Interactive marketing Channel-ofChannel-ofdistribution distribution decisions decisions Selecting a target market Promotion to final buyer • Consumers • Sales promotion • Businesses • Publicity and public relations • Personal selling Positioning through marketing strategies Resellers Purchase The Target Marketing Process Identify Identify markets markets withwith unfulfilled unfulfilled needs needs Determining market segmentation Determining market segmentation Selecting Selecting market to market target to target Positioning through marketing strategies Positioning Strategies How should we position? By Attributes and Benefits? By Price or Quality? By Use or Application? By Product Class? By Product User? By Competitor? By Cultural Symbols? Cultural Symbols Can Differentiate Brands Branding and Packaging Work Closely Together Product Decisions BRANDING BRANDING Brand name communicates attributes and meaning Advertising creates and maintains brand equity PACKAGING Packaging has become increasingly important It’s often customers’ first exposure to product A Package Is More than a Container Push Versus Pull Push Policy Pull Policy Producer Producer Wholesaler Wholesaler Retailer Retailer Consumer Consumer Information Flow Promotion to Push Goods Through Channels Point of sale displays, racks, stands PUSH Trade deals, special displays Dealer premiums, prizes, gifts Cooperative advertising deals Advertising materials, mats, insertsinserts Push money or “spiffs" Collaterals, catalogs, manuals Company conventions, meetings Promotion to Pull Goods Through Channels PULL Sampling, free trial Cents-off promotions Cents-off coupons Combination offers Premiums or gifts Contests, sweepstakes Point-of-purchase Trading stamps