* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Chapter 1: Where Marketing Communication Began
Marketing channel wikipedia , lookup
Affiliate marketing wikipedia , lookup
Multi-level marketing wikipedia , lookup
Targeted advertising wikipedia , lookup
Marketing strategy wikipedia , lookup
Marketing plan wikipedia , lookup
Youth marketing wikipedia , lookup
Advertising wikipedia , lookup
Sports marketing wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Advertising management wikipedia , lookup
Marketing communications wikipedia , lookup
Multicultural marketing wikipedia , lookup
Green marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Sensory branding wikipedia , lookup
Global marketing wikipedia , lookup
Street marketing wikipedia , lookup
Ambush marketing wikipedia , lookup
Direct marketing wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Chapter 2 Integrated marketing communication: how marketing communication evolved Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-1 Learning objectives 1. To review the concept of marketing, examining how marketing communications has changed. 2. To introduce and define the concept of integrated marketing communication (IMC). 3. To examine reasons for the increasing importance of IMC. 4. To explore the concept of integration, its different types and the necessity of integrating the whole organisation, not just the marketing communication tools. 5. To examine how IMC has been implemented and the typical barriers to implementation. Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-2 Relationships and value Marketing mix Advertising Marketing evolution Direct marketing Interactive Sales promotion Tools IMC Implementation Evolution IMC as a discipline Integration Definition & direction Importance of IMC PR Sponsorship Barriers Types Personal selling Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell Integrating the organisation 2-3 Air New Zealand Nothing to hide campaign Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-4 Air New Zealand Nothing to hide campaign (cont.) Campaign objectives were to : hold Air New Zealand’s market share leverage the campaign for retail promotional sales convey that Air NZ airfare was all-inclusive— unlike the competition build on the airline’s leadership and innovation credentials lift Air NZ brand profile in offshore markets, primarily through unpaid media. Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-5 Relationships and value Marketing mix Advertising Marketing evolution Direct marketing Interactive Sales promotion Tools IMC Implementation Evolution IMC as a discipline Integration Definition & direction Importance of IMC PR Sponsorship Barriers Types Personal selling Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell Integrating the organisation 2-6 Marketing: where IMC begins Traditional definition Marketing is the process of conception, pricing, promotion and distribution of goods, services and ideas. Revised definition of marketing Marketing is the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients and society at large. Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-7 Marketing: where IMC begins (cont.) Marketing is the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients and society at large. AMA, 2007 Value co-creation Social impact Exchange Relationships Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-8 Relationships and value Value = Benefits Minus Costs Value refers to the customer’s perception of all the benefits of a product or service weighed against the costs of acquiring and consuming it. Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-9 Relationship marketing Relationship marketing involves creating, maintaining and enhancing long term relationships with consumers, as well as other stakeholders for mutual benefit. Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-10 Factors driving shift to relationship marketing Demanding customers Desire for superior value Relationship marketing Advances in IT Flexible manufacturing processes Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-11 Value co-creation Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-12 Value co-creation (cont.) Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-13 The marketing mix Product Price Customer needs Place (distribution) Promotion Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-14 Expanded marketing mix Product People Price Customer needs Place Processes Promotion (distribution) Physical evidence Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-15 IMC and the marketing mix Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-16 Relationships and value Marketing mix Advertising Marketing evolution Direct marketing Interactive Sales promotion Tools IMC Implementation Evolution IMC as a discipline Integration Definition & direction Importance of IMC PR Sponsorship Barriers Types Personal selling Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell Integrating the organisation 2-17 Evolution of IMC Companies relied primarily on advertising agencies for guidance. This led to the dominance of advertising with other marketing communication elements added on as an auxiliary or afterthought. Many marketers built barriers around promotional functions. Recognising the need to integrate all elements of the communication mix, marketers developed the concept of IMC to present a consistent image. Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-18 Fragmented approach to marketing communication Point of purchase Special events Public relations Publicity Media Advertising Direct marketing Sales promotion Packaging Direct response Interactive marketing Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-19 Coordinated IMC approach Sales promotion Packaging Media advertising Point of purchase Publicit y Interactive marketing Direct marketing Direct response Public relations Special events Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-20 Consumer evolution Many market-related factors have contributed to the rise of IMC, including: demographics lifestyles media usage purchasing habits Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-21 Axe Wake up campaign Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-22 Agency evolution Many industry factors contributed to the rise of IMC, including: increasing professionalism of sales promotion, direct marketing and PR competition between advertising agencies and specialist communications service providers clients expectations that agencies offer a broader range of services marketers redefining their activities in a more strategic and coordinated manner consumer’s perceptions of brands as a synthesis of the bundle of messages received or contact points with a brand. Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-23 IMC defined A concept of marketing communications planning that recognises the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines—for example, general advertising, direct response, sales promotion, and public relations—and combines these disciplines to provide clarity, consistency, and maximum communications impact. American Association of Advertising Agencies (4As) Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-24 IMC defined Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences. The goal is to generate both short-term financial returns and build long-term brand and shareholder value. Don Schultz, North Western University Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-25 A contemporary perspective of IMC Recognised as a strategic business process IMC Multiple relevant audiences Demand for accountability & measurement of outcomes Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-26 My type of IMC Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-27 Reasons for the growing importance of IMC From Toward Media advertising Multiple forms of communication Mass media Specialised media Manufacturer dominance Retailer dominance General focus Database marketing Low agency accountability Greater agency accountability Limited internet availability Widespread internet availability Marketer-control over information Consumer demand for timely information and entertainment Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-28 Relationships and value Marketing mix Advertising Marketing evolution Direct marketing Interactive Sales promotion Tools IMC Implementation Evolution IMC as a discipline Integration Definition & direction Importance of IMC PR Sponsorship Barriers Types Personal selling Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell Integrating the organisation 2-29 Integration Integration is a management process that can be both a functional task of coordination, as well as a strategic tool. Message (tactical) Types of integration Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell Strategic 2-30 Types of integration Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-31 Integration continuum Dysfunction Synergy ???? At one end of the continuum, audiences receive mixed or incorrect messages (dysfunction). At the other end, the combined effect of all messages adds value (synergy). Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-32 Message integration Message integration is about verbal and visual consistency. Theme line Logo Message consistency Achieving message integration Common tone Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell Colour Shared consistency 2-33 Strategic integration Strategic integration brings together all the elements of the IMC mix. Shared budget Strong leadership Coordination Achieving strategic integration Cross-functional teams Multiple audiences Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell Common objectives Corporate mission Multiple communications disciplines 2-34 IMC integration Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-35 Relationships and value Marketing mix Advertising Marketing evolution Direct marketing Interactive Sales promotion Tools IMC Implementation Evolution IMC as a discipline Integration Definition & direction Importance of IMC PR Sponsorship Barriers Types Personal selling Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell Integrating the organisation 2-36 IMC implementation Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-37 IMC practices Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-38 Barriers to implementation “Silo” structures Lack of expertise “Turf” battles Organisational barriers Absence of measurement tools Multiple agencies Lack of database development Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-39 Relationships and value Marketing mix Advertising Marketing evolution Direct marketing Interactive Sales promotion Tools IMC Implementation Evolution IMC as a discipline Integration Definition & direction Importance of IMC PR Sponsorship Barriers Types Personal selling Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell Integrating the organisation 2-40 IMC audience contact tools Broadcast media (TV/radio) Print media (newspapers, magazines) Public relations/ publicity Out-of-home media Internet/ interactive Direct marketing Target audience Personal selling POP (displays, packaging) Sales promotion Word-of-mouth Events and sponsorship Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell Product placements 2-41 Summary and conclusions Marketing activities involve combining the four controllable elements of the marketing mix into a comprehensive program. IMC involves combining the elements of the promotional mix in an integrated manner. Integrating IMC involves both tactical and strategic integration. IMC tools include: advertising, sales promotion, public relations, sponsorship, personal selling and other relevant communications activities. Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 2-42