Integrated Marketing Communication:
Integrated Marketing Communication: Advertising, Sales, Promotion, and Public Relations
Chapter 12
Road Map: Previewing the Concepts
• Discuss the process and advantages of integrated marketing communications. • Define the five promotion tools and discuss the factors that must be considered in shaping the overall promotion mix. • Describe and discuss the major decisions involved in developing an advertising program.
12 - 2
Road Map: Previewing the Concepts
• Explain how sales promotion campaigns are developed and implemented. • Explain how companies use public relations to communicate with their publics.
12 - 3
Marketing Communications Mix
• • • • • Advertising Sales Promotion Public Relations Personal Selling Direct Marketing
12 - 4
The Need for IMC
• Using IMC, the company carefully integrates and coordinates its many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands
12 - 5
Advertising
• • • • Can reach masses of geographically dispersed buyers. Can repeat a message many times. Is impersonal, one-way communication. Can be very costly for some media types.
12 - 6
Personal Selling
• • • Involves personal interaction between two or more people. Allows relationship building. Most expensive promotion tool.
12 - 7
Sales Promotion
• • • • • Wide assortment of tools. Attracts consumer attention. Offers strong incentives to buy. Invites and rewards quick consumer response. Effects are short-lived.
12 - 8
Public Relations
• • • • • Very believable. Reaches people who avoid salespeople and ads. Can dramatize a company or product. Tends to be used as an afterthought. Planned use can be effective and economical.
12 - 9
Direct Marketing
•
Many forms that share four characteristics:
Nonpublic Immediate Customized Interactive
•
Well suited to highly targeted marketing.
12 - 10
Advertising
• • •
Advertising has been used for centuries. U.S. advertisers spend more than
Chapter 12
Road Map: Previewing the Concepts
• Discuss the process and advantages of integrated marketing communications. • Define the five promotion tools and discuss the factors that must be considered in shaping the overall promotion mix. • Describe and discuss the major decisions involved in developing an advertising program.
12 - 2
Road Map: Previewing the Concepts
• Explain how sales promotion campaigns are developed and implemented. • Explain how companies use public relations to communicate with their publics.
12 - 3
Marketing Communications Mix
• • • • • Advertising Sales Promotion Public Relations Personal Selling Direct Marketing
12 - 4
The Need for IMC
• Using IMC, the company carefully integrates and coordinates its many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands
12 - 5
Advertising
• • • • Can reach masses of geographically dispersed buyers. Can repeat a message many times. Is impersonal, one-way communication. Can be very costly for some media types.
12 - 6
Personal Selling
• • • Involves personal interaction between two or more people. Allows relationship building. Most expensive promotion tool.
12 - 7
Sales Promotion
• • • • • Wide assortment of tools. Attracts consumer attention. Offers strong incentives to buy. Invites and rewards quick consumer response. Effects are short-lived.
12 - 8
Public Relations
• • • • • Very believable. Reaches people who avoid salespeople and ads. Can dramatize a company or product. Tends to be used as an afterthought. Planned use can be effective and economical.
12 - 9
Direct Marketing
•
Many forms that share four characteristics:
Nonpublic Immediate Customized Interactive
•
Well suited to highly targeted marketing.
12 - 10
Advertising
• • •
Advertising has been used for centuries. U.S. advertisers spend more than