BA 230 Marketing Communication - ieu.edu.trhomes.ieu.edu.tr/euzunoglu/BA230 Marketing... ·...
Transcript of BA 230 Marketing Communication - ieu.edu.trhomes.ieu.edu.tr/euzunoglu/BA230 Marketing... ·...
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BA 230 Marketing Communication
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• Marketing the sum of all the activities
involved in the planning, pricing,
promoting, distributing and selling of
goods and services to satisfy consumer’s
needs and wants.
• Marketing is the process that connects
suppliers with end users
What is Marketing?
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• An organizational function and a set of
processes for creating, communicating,
and delivering value to customers and for
managing customer relationships in ways
that benefit the organization and its
stakeholders.
What is Marketing?
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Our task is to focus
Marketing Mix
Product
Place
Price
Promotion
Advertising
Direct Marketing
Social Media
Sales Promotion
Events
Public Relations
Guerilla
Word of Mouth
Personal Selling
Mobile
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Two Types of Marketing Efforts
B2C
B2B
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Communication Process
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How Brand Communication Works
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Corporate Communications
•Focus on multiple stakeholders
•Multiple channels
•Variety of communication
•Positions an entire organization
•Less room for creativity
•Needs to be consistent with
corporate identity and corporate
brand attributes
Marketing Communications
•Focus on customers
•Defined set of channels
•Controlled communication types
•Positions a product or service
•More room for creativity
•Needs to be consistent with product
and brand attributes
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• Creating, delivering, managing, and valuating brand
messages which are the information and experiences
that impact how a brand is perceived.
• Marketing communications is any communication that
flow from an organisation to its customers, potential
customers and other groups who may influence its
success.
– Informs
– Persuades
– Differenciates
– Reminds
What is Marketing Communication?
(Marcom-Promotion)
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IMC is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.
IMC, as a philosophical concept, dictates that all parties involved in the firm’s communication efforts co-ordinate to speak to target audience(s) with
• one voice,
• a unified message and
• a consistent image
What is Integrated Marketing
Communication?
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“A process that entails the planning,
creation, integration and implementation
of diverse forms of marketing promotion.”
What is IMC?
All marketing communications should be:
(1) clearly positioned,
(2) directed to a particular target market,
(3) created to achieve a specific objective,
(4) undertaken to accomplish the objective
within budget constraint.
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Integrated Marketing
• http://www.youtube.com/watch?v=jGdp0Fd
zcXQ
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The Focus of IMC
Traditional
• Transactions
• Consumers
• One-to-many
• Product driven
Integrated
• Relationships
• Stakeholders
• One-to-few
• Customer driven
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• Don Schultz
• George E.Belch, Michael A. Belch
• Tom Duncan
• Philip J. Kitchen
Important Names for IMC
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Changes in Marketing Communication Practices
• Information overload,
• advertising overload,
• media fragmentation,
• media choices,
• smaller audiences,
• increasing number of “me-too” products,
• complexity and change in FMCG markets,
• increasing media interest in social behaviour of companies,
• increase reliance on highly targeted communication methods.,
• increased efforts to assess communications’ return on investment.
• Multiple acquisitions and structural changes,
• focus on short-term results,
• interest in strategic importance of communication,
• interest in internal communication,
• heightened demands on suppliers
Changes in the consumer market:
Changes in the supplier market:
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• http://www.youtube.com/watch?v=QPr0iR
KQ7IM
Changes in Marketing Communication Practices
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Why Is Integration So Important?
… and create a
synergy effect
like:
…they reinforce
each other…
When brand
messages are
integrated…
…they reinforce
each other…
Integration Synergy =
2 2 5 + =
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• Not True…Interaction
• Results Depend on Interaction of
the two (or more) variables
• Example: – $10 Billboard = $20 Sales
– $10 TV Ad = $30 Sales
• But… – $20 TV/Billboard = $60 Sales
“2 + 2 = 5” Statement
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IMC Mix
Advertising
Personal Selling
Sales Promotion/POP
Public Relations
Direct Marketing
Events
Guerilla
Word of Mouth
Mobil
Social Media
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• CLARITY - Avoid giving conflicting messages
• CONSISTENCY - All messages convey the core values/attributes of corporate identity and brand
• SYNERGY - Messages reinforce each other through repetition and development
Benefits of IMC
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Contemporary IMC Approach
IMC plan guides
all the members of
an organization to
work together
Musical score
guides all the
members of the
orchestra to play
together
IMC is like an
orchestra
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At the end of the course we can say
IMC is like
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But not like this....