Session 1

Introduction to Integrated Marketing

Communications
September 1, 2016
Advertising and Marketing Communications
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Lets Talk About

Advertising!

Advertising and Marketing Communications

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What makes an ad memorable?

Six Principles of sticky* ideas:

1.
2.
3.
4.
5.
6.

Simple
Unexpected
Concrete
Credible
Emotional
Stories
* Chip & Dan Heath, Made to Stick, 2008

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What is Marketing?
The activity and processes for
Creating, communicating, delivering, and exchanging
offerings that have

Value for customers, clients, partners, and society at

large

Advertising and Marketing Communications

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Definitions

IMC: Integrated Marketing Communications

What you say

IBC: Integrated Brand Communications

How you say it

IBP: Integrated Brand Promotion

Where you say it

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The Modern World of Advertising & Marketing

Rapidly changing media environment

Mass media in the U.S. is losing viewers,
readers, listeners
Information now obtained from many sources
Where do you get yours?

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The Growth of Advertising and Promotion

Important part of social and economic systems

Carefully prepared messages delivered
to carefully targeted audiences
MANY more messages today than just 10 years
ago
Because of
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The Growth of Advertising and Promotion

New marketing channels

Internet ads
(banner ads, videos, webcasts)
Mobile
Social Media

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The Growth of Advertising and Promotion

New marketing channels

Advertising and Marketing Communications

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The Growth of Advertising and Promotion

New marketing channels

Mobile marketing

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The Role of Marketing

Advertising & Promotion
1. Inform customers of a product or service
2. Convince them of its ability to satisfy
their wants or needs
3. Help develop and sustain relationships

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What is Value?

Customers perception
of all the benefits of a
product or service
Weighed against
costs of acquiring
and consuming it

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What is Value?

Values for students

A day off
Extra credit work
A curve on the next test
Free food in class

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The Marketing Mix

The Five Ps
(not 4)
1.
2.
3.
4.

Product
Price
Place
Promotion
and
5. People
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Contemporary IMC Approach

Sales
promotion

Packaging

Mass
media
advertising

Point of
purchase
Publicity
Interactive
-digital
-social
-mobile

Direct
marketing

Direct
response

Public
relations

Special
events

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Growing Importance of IMC/IBC

Rapidly changing environment

Consumer behavior
Technology
Media consumption behavior
Many choices of media
Question: How many of you
Read a newspaper,
Listen to the radio?

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The Marketing Revolution

Shift from traditional media ads to other forms
of promotion/nontraditional media
Internet and social media changing how
companies interact with consumers
Database marketing

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The Role of IMC in Branding

Image or
Associations
Name

Performance

Brand
Identity

Logo

Packaging

Design
Symbols
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Brands: claiming real estate of the mind

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.

Brand

One Word Descriptor

Volvo
Rolls Royce
Coke
Pepsi
Crest
Colgate
Tiffany
Jet Blue
Budweiser
Michelob
Amex
Visa
MasterCard
Doritos
IBM
Apple

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Creating or Reinforcing a Brand

The Super Bowl provided a unique (and expensive)

opportunity to create or reinforce a brand in the
consumers mind:

Jeep
Budweiser (Clydesdales 2014)
Molson
Top ten best 2015 Super Bowl ads

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The Promotional Mix

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Advertising

Paid, non-personal communication

About an company, product,
service, or idea
With an identified sponsor
No immediate feedback from audience
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Non-Personal Media

Mass media
TV
Radio
Magazines
Newspapers

Benefits
Cost efficient
Large audiences

But is it effective?
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Forms of Direct Marketing

Direct Mail
Mail
Direct

Catalogs
Catalogs

Direct
Direct
Response Ads
Ads
Response

Telemarketing Direct
Direct Selling
Selling
Telemarketing
Database
Database
Management
Management

Shopping
Shopping
Channels
Channels

Internet
Internet
Sales
Sales

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Direct Response Advertising

Encourages consumers to purchase directly

from the manufacturer
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Direct Response Advertising

Major Tools

Forces for Change

Direct Mail

Changing Lifestyles

Television

Credit Cards

Magazines

Toll-free Numbers

Internet

Rapid Internet Growth

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Interactive Marketing

Interactive media

Internet
Kiosks
Interactive television
Smartphones
Other mobile devices

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Digital Marketing

Internet activities

Search (Google, Bing)

Advertise products and services
Link ads and websites to search engines
Offer coupons, contests, sweepstakes
Conduct direct marketing
Do personal selling
Conduct public relations activities
Measure advertising and promotions

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Sales Promotion
Marketing activities that provide
extra value or incentives to the

Sales
Force

Retailers

Ultimate
Consumer

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Sales Promotion

Increased emphasis due to:

Declining brand loyalty
Increased consumer sensitivity to promotional
deals
Retailers demand for more trade promotion
support from companies

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Consumer Promotions
Consumeroriented

Couponing, sampling, premiums,

rebates, contests, sweepstakes,
POP materials
Encourages immediate purchases

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Publicity
AA news
news story,
story,
editorial,
editorial, or
or
High
High credibility
credibility and
and
announcement
announcement to
to
low
low cost
cost
aa mass
mass audience
audience
Not directly paid for
or run under
identified sponsor
Is
Is sometimes
sometimes
unfavorable
unfavorable

Not
Not always
always under
under
company
company control
control

Advertising and Marketing Communications

32

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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IMC Audience Contact Tools

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The IMC Planning Process

IMC Management: The process of planning,

executing, evaluating and controlling the use of the
variouls promotional-mix elements to effectively
communicate with target audiences.
IMC Plan: The framework for developing,
implementing and controlling an organizations IMC
program.

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Analysis of Communications Process

Communication decisions

Source and messagewho, what

Communication channelshow
Which Media
Marketing objective(s)
Communication objective(s)
And

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Money?

What will the program cost?

How will the money be allocated?
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