Académique Documents
Professionnel Documents
Culture Documents
activities that
ambush consumers
with promotional content
where not expected
29
Group Activity
Your team is a word-of-mouth marketing
department for a sports equipment
company such as Spalding.
Develop 3 ways to create buzz for your
companys products.
SPALDING.COM
IMC
31
Integrated Marketing Communication
(IMC)
marketing communication
programs
create and maintain
long-term relationships
with customers
by satisfying their needs.
32
Integrated Marketing Communication
(IMC)
IMC unifies
all marketing communication
tools
to send a consistent, persuasive
message.
33
Characteristics of IMC
Creates a single unified voice for
firm.
Begins with the customer.
develop relationships with
customers through 1-to-1 marketing.
Relies on 2-way communication.
34
Characteristics of IMC (contd)
Focuses on stakeholders,
not just customers.
Generates a continuous stream
of communication.
Measures results
based on actual feedback.
IMC & Database marketing
36
IMC and Database Marketing
Database marketing:
creation of ongoing relationship
with a set of customers
who have identifiable interest
in a product
37
IMC and Database Marketing
Customers responses
= ongoing communication process.
Is interactive
Builds relationships
Locates new customers
Stimulates cross-selling
Is measurable
Yields trackable responses
38
Developing the IMC plan (Figure 12.4)
39
Developing the IMC Plan
Step 1: Identify target audiences
40
Developing the IMC Plan
Step 2: Establish communication objectives
Create awareness
Inform the market
Create desire
Encourage purchase and trial
Build loyalty
41
Figure 12.5: The Hierarchy of Effects Step 2
42
Step 3: Determine and allocate the
marketing communication budget
Determine total promotion budget
Top-down budgeting techniques
Percentage-of-sales
Competitive-parity
Bottom-up
Objective-task
43
Push strategy:
move products through the channel by convincing
channel members to offer them
Pull strategy:
move products through the channel by building
desire among consumers, convincing retailers
to respond to demand
Step 3: Determine and allocate the marketing
communication budget
44
Allocate the budget to a specific promotion
mix
Organizational factors
Market responsiveness
Market potential
Market size
Step 3: Determine and allocate
the marketing communication budget
45
Type of appeal
AIDA model:
communication goals of attention, interest,
desire, & action
Structure of the appeal
Communication channel
THEWOMB.COM
Step 4: Design the promotion mix
46
Step 5: Evaluate the effectiveness of the
communication program
Are communication objectives
adequately translated
into marketing communication
that is reaching the right target
market?
47
The end
48
Real People, Real Choices
General Motors R* Works (Vince OBrien)
Needed marketing plan supporting
Chevys commitment to skiing while
increasing sales at local dealerships
Option 1: continue ski promotion but better qualify
test-drive traffic
Option 2: offer season passes to local ski mountain
as purchase incentive for designated SUV
Option 3: scrap ski relationship and look for another
platform to promote Chevys products
49
Discussion
With an IMC program, firms need to
coordinate all marketing communication
activities.
What inherent problems do you see in ensuring this
coordination?
50
Group Activity/Discussion
Traditional promotion elements include
advertising, sales promotion, public relations,
personal selling and direct marketing.
--Which do you feel is most effective for each of
the following clients?
1. a cellular phone service provider
2. a hotel
3. a university
4. the manufacturer of a new soft drink
51
Discussion
Some say buzz marketing is just a craze
that will fade in a year or two.
--Is it here to stay?
--Do you think buzz is effective? Why or why not?
52
Discussion
Consumers are concerned that databases
invade privacy.
--Do you feel this is a valid concern?
--How can marketers use databases effectively and
protect individuals rights?
53
Discussion
Some people argue theres really nothing
new about IMC.
What do you think? Why?
Why is the IMC plan superior to conventional
advertising?
54
Real People, Real Choices
General Motors R* Works (Vince OBrien)
Vince chose option 2: offer season passes
to local ski mountain as purchase
incentive for designated SUV.
Chevrolet has completed its sixth year of
this Ski Chevy promotional program, and
its all smooth going from here!
SKICHEVY.COM
55
Marketing in Action Case:
You Make the Call
What is the decision facing American
Express?
What factors are important in
understanding this decision situation?
What are the alternatives?
What decision(s) do you recommend?
What are some ways to implement your
recommendation?
56
Keeping It Real: Fast-Forward to Next
Class, Decision Time at BzzAgent
Meet Joe Chernov, director of PR at
BzzAgent, Inc.
Buzz marketers accused of perpetrating
large scale deception upon consumers
The decision: What public relations
strategy to use to respond to the criticism?