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IMC Session 1

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29 views27 pages

IMC Session 1

Uploaded by

Rashi Kakkar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Chapter One

Integrated Marketing Communications

Copyright © 2014 Pearson Education 1-1


Text Book  
The required text book for the
course is (Clow, K.E., & Baack,
D.E. (2014). Integrated
Advertising, Promotion, and
Marketing Communications. 6th
Edition. New Delhi: Pearson.

Copyright © 2014 Pearson Education 1-2


Access code: 
  
Few User Instructions: 
  
•Use the URL: https://elibrary.in.pearson.com/
 
•New user can fill the details in the Signup form and mention the given access code.  
•Once you submit the Signup form, an email activation link will be sent to the User's mail id.  
•Click on the link to activate the account, and login with the Username and Password. 
•Click on the MyLibrary tab to check the titles procured by the institute and select the
required one to add to the Bookshelf. 
•Click on MyBookshelf to start accessing the ebooks. 
•Users can use the New Desktop app for offline reading on the laptop. 
•Install the new Mobile app available on both App Store and Play store directly / or you can
scan the QR Codes on the Landing page of the Portal. 
 
 
Note : Please share the access code and same steps with your students. 

O.P. Jindal Global University  tCd-QJo-7Ak 

Copyright © 2014 Pearson Education 1-3


Assessment Weightage Nature Week of PLOs to be
Task Assessment Assessed

A1. Class 15% Individual Continuous NA


participation

A2. Case 30% Group Week 2 – PLO3, PLO4, PLO7,


study Week 7 PLO 8, PLO 9 ,
Presentation PLO 10, PLO 11,
PLO 12, PLO 13,
PLO14
A3. 25% Individual Week 7 PLO7, PLO 8, PLO
Presentation 9 , PLO 10, PLO 11,
PLO 12, PLO 13,
PLO14
A4. End- 30% Individual Examination PLO 10, PLO 11,
term Exam week PLO 12
(Take-home)

1-4
https://
www.youtube.com/watch?v=
hUNAMOCocDE

Copyright © 2014 Pearson Education 1-5


Miracle Whip
• Love or Hate campaign
– mcgarrybowen advertising
agency
• “We’re not for everyone”
• Primetime advertising
• Social media campaign
• Consumer contest
• Risky, controversial campaign
1-6
Copyright © 2014 Pearson Education
Integrated
Marketing Communications

Chapter Objectives
1. How does communication take place?
2. What is an integrated marketing communications
program?
3. What new trends are affecting marketing
communications?
4. How does an integrated marketing communications
program create value?

Copyright © 2014 Pearson Education 1-7


Integrated
Marketing Communications

Chapter Overview

• Highly competitive global marketplace


• Wide variety of media available
• Clear communications needed
• Customers bombarded with communications
• Integrated advertising and communications

Copyright © 2014 Pearson Education 1-8


Communication Process
• Sender
• Encoding
• Transmission Device
• Decoding
• Receiver
• Feedback (Sender—Receiver)
• Noise – effects all stages
Copyright © 2014 Pearson Education 1-9
Examples of Communication Noise

• Talking on the phone during a commercial on television.


• Driving while listening to the radio.
• Looking at a sexy model in a magazine ad and ignoring
the message and brand.
• Scanning a newspaper for articles to read.
• Talking to a passenger as the car passes billboards.
• Scrolling past Internet ads without looking at them.
• Annoyed by ads appearing on a social media site.
• Ignoring tweets on Twitter because they are not relevant.
• Offended by the message on a flyer for a local business.
Copyright © 2014 Pearson Education 1-10
Chick-fil-A Social Media
• Integrates online with offline
• Facebook – 500 profile mentions
• Official Chick-fil-A Facebook page
• Fan helps administer the page
• Allows fans to interact
• Announces specials, provides coupons
• Promotions on Twitter
• “Eat Mor Chikin” offline advertising

Copyright © 2014 Pearson Education 1-11


The Component of Promotion
Figure 1.3

 Product
 Price
 Promotion
1. Advertising
2. Sales Promotions
3. Personal Selling
• Database Marketing
• Direct Response Marketing
• Sponsorship Marketing
• Social Media
• Alternative Marketing
• Public Relations
 Distribution

Copyright © 2014 Pearson Education 1-12


Understand the Marketing
Process

Copyright © 2014 Pearson Education 13


Integrated Marketing Communications
is the coordination and integration of all
marketing communication tools, avenues and
sources within a company into a seamless
program which maximizes the impact on
consumers and other end-users at a minimal
cost.

The IMC includes all business-to-business,


channel, customer, external communications
and internal communications.
https://
www.youtube.com/watch?v=lPEDBq4H1eE
1-14
Copyright © 2014 Pearson Education
Steps of a Marketing Plan

• Current situational analysis


• SWOT analysis
• Marketing objectives
• Target market
• Marketing strategies
• Marketing tactics
• Implementation
• Evaluation of performance

Copyright © 2014 Pearson Education 1-15


Emerging Trends
Marketing Communications

• Emphasis on accountability and measurable results


• Changes in tasks performed by key individuals
• Emergence of alternative media

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Copyright © 2014 Pearson Education
Accountability
and
Measurable Results
• Economic pressures
• Want results from marketing budgets
• Effort led by CEOs, CFOs, and CMOs
• Advertising agencies expected to deliver results
• Emerging social media changes communication
• Emerging alternative methods and media
• Less reliance on mass TV ads

1-17
Copyright © 2014 Pearson Education
Changes in Tasks Performed
• Account executive – represents advertising agency
and interface with clients
• Brand or product manager – oversees specific brands
or line of products
• Creatives – design ads and promotional materials
• Account planners – voice of the consumer within the
agency (closer relations with consumers)

Partnership among individuals to achieve results.

1-18
Copyright © 2014 Pearson Education
Emergence of Alternative Media
• Emergence of
– Interactive Web sites, blogs, and social networks
– Smartphones
• Companies shifting expenditures from
traditional to new, alternative media
• Younger consumers
– Less likely to watch TV
– Engaged in technology-based interactions
• Challenge
– Finding ways to reach consumers

1-19
Copyright © 2014 Pearson Education
The Value of IMC
Reasons for Integrating Communication

• Advances in information technology


• Changes in channel power
• Increase in global competition
• Increase in brand parity
• Emphasis on customer engagement
• Increase in micro-marketing

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Copyright © 2014 Pearson Education
Advances in Information Technology

• Instant communications
• Consumers have access to unlimited information
• Consumer communication has increased
• Makeupmaven Lauren Luke – selling globally, YouTube videos
50million views plus.

1-21
Copyright © 2014 Pearson Education
Changes in Channel Power
• Retailers
– Control channel
– Control shelf space
– Have purchase data
– Determine products and brands on shelves
• Consumers
– Internet shifts power to consumers
– Multiple methods of making purchases

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Copyright © 2014 Pearson Education
Increases in Global Competition

• Information technology and communication has


changed marketplace
• Products can be purchased from multiple locations
• Customers want both low prices and high quality
• Manufacturers and retailers must work together

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Copyright © 2014 Pearson Education
Increase in Brand Parity
• Brands viewed as being equivalent
• Consumers select from group of brands
• Quality and characteristics less
important
• Price more important
• Decline in brand loyalty

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Copyright © 2014 Pearson Education
Emphasis
Customer Engagement

• Marketers seek to engage customers


• Contact points important
• Digital media now part of IMC
• Two-way communication
• Strive to develop emotional commitment

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Copyright © 2014 Pearson Education
Increase in Micro-Marketing
• Identify appropriate media
• Decrease in mass media advertising effectiveness
• Shift to micro-marketing
• Focus on individuals and micro-segments
• Agencies now assist with IMC efforts

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Copyright © 2014 Pearson Education
International Implications

• Goal – to coordinate marketing efforts


• Greater challenge due to national and
cultural differences
• Standardization versus Adaptation
• “Think globally, but act locally”

1-27
Copyright © 2014 Pearson Education

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