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Copyright © 2012 McGraw-Hill Companies, Inc., All right reversedMcGraw-Hill/Irwin

An Introduction to IntegratedMarketing Communications

The Role of Marketing

Advertising & Promotion

Inform customers of a product or service

Convince them of its ability to satisfy their wants or needs

Help develop and sustain relationships

Nonprofit Organizations

Solicit donations

Offer intangible social and psychological satisfactions

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The Marketing Mix

• The Four Ps• Product• Price• Place• Promotion

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Building Brands in a Recession

Consumers

Spend less money

Carefully scrutinize purchases

Rethink brand loyalties

Willing to trade off or down

More price sensitive

More value conscious

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Building Brands in a Recession

Reduce advertising budgets

Balance discounts/promos w/brand image

Must overcome consumer distrust

Change product marketing focus

Increase online social presence

Look for new ways to remain relevant

Companies

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Advertising Classifications

Primary / Selective Demand Primary / Selective Demand

Business-to-Business Business-to-Business

Organizations

National National

Retail / Local Retail / Local

Professional Professional

Trade Trade

Consumers

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Forms of Direct Marketing

Database Management

Database Management

TelemarketingTelemarketing

Direct MailDirect Mail

Shopping ChannelsShopping Channels

CatalogsCatalogs

InternetSalesInternetSales

Direct SellingDirect Selling

Direct Response Ads

Direct Response Ads

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Interactive Marketing

• Interactive media• Internet• Kiosks• Interactive television• Cell phones• Other mobile devices

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Sales Promotion

Marketing activities that provideextra value or incentives to the…

Sales Force

Retailers

Ultimate Consumer

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Publicity

High credibility and low cost

High credibility and low cost

Not always under company control

Not always under company control

Is sometimes unfavorable

Is sometimes unfavorable

A news story, editorial, or

announcement to a mass audience

A news story, editorial, or

announcement to a mass audience

Not directly paid foror run under

identified sponsor

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Public Relations

• Management function• Evaluates public attitudes• Identifies items of public interest• Executes a program of action to earn

public understanding and acceptance

• Primary objectives• Establish and maintain a positive image

of the company among various publics

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Personal Selling

• Person-to-person communication• A seller attempts to assist and/or

persuade prospective buyers to make a purchase or act on an idea

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Elements of a Marketing Plan

Detailed situation analysis

Marketing strategy and program

Specific marketing objectives

Program for implementing the strategy

Process for monitoring & evaluating performance

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Promotional Program Situational Analysis

Internal

Firm’s promotional organization/capabilities

Review of previous programs and results

Assess firm/brand image

Assess strengths and weaknesses of product or service

External

Customer analysis

Competitive analysis

Environmental analysis

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Monitoring, Evaluation, Control

Basic Goals

Determine how well the programis doing, and why

Problem correction

Continual management feedback

Input for future promotions/strategies

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