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Media Planning & Buying in the 21st Century

CHAPTER 14

The Tools of IMC

Media Planning & Buying in the 21st Century

Agenda

IntroductionTools of IMCIMC Tools vs. TasksIntegration

Media Planning & Buying in the 21st Century

Introduction

There are many forms of marketing communications, drawing from traditional advertising and media to digital media, nontraditional media, and marketing services media

All forms of marketing communications can be used effectively and ineffectively

In this section we will begin to consider how marketing communications types relate to the tasks to be addressed

Integrated marketing communications utilizes the “right mix” of communications tools

…Integrated into a synergistic strategy and plan

Media Planning & Buying in the 21st Century

Advertising

Media Planning & Buying in the 21st Century

Advertising Has Built Great Brands

Media Planning & Buying in the 21st Century

Sales Promotion

Media Planning & Buying in the 21st Century

Direct Marketing

Media Planning & Buying in the 21st Century

Telemarketing

Media Planning & Buying in the 21st Century

Publicity

Media Planning & Buying in the 21st Century

Product Placement

Media Planning & Buying in the 21st Century

Event Marketing

Media Planning & Buying in the 21st Century

Word of Mouth/Buzz Marketing

Media Planning & Buying in the 21st Century

Comparison of IMC Options vs. Tasks

Aware TrialBuy Now

Re-Purch. Leads Dist’n Image Shop

Advertising

Trade Promo

Cons. Promo

PR

Direct Mkg

Event Mkg.

Search

Internet Ads

Sampling

Prod. Place’t

WOMM/Buzz

Media Planning & Buying in the 21st Century

Selecting IMC Forms

Awareness Opinion Shop Leads Sales

Marketing Strategy

Refine Tasks

IMC Evaluation

Prioritize Communication

by Task

Select Vehicles

TV Advertising Publicity Magazine Ads Social Media Paid Search Product Placement

Facebook Twitter MySpace

• CRM

Media Planning & Buying in the 21st Century

Task Matching Model

Awareness

Cost

High

Low

High Low

Television

Promotion

Magazines

Outdoor

Social Media

PublicityOnline VideoMobile

Events Sampling

Direct Mail

Newspapers

Email

Paid Search

Product Placement

Banners

Radio

Paid, Owned and Earned Media