Chapter 1 - Advertising and IMC Today

This chapter introduces you to IMC.The importance of IMC to relationship marketing.Distinction of advertising from other forms of marketing communications.

Prof. Zenaida F. Jesalva

TwitterWe just made history. All of this happened because you gaveYour time, talent and passion. All of this happened because of youThanks.

11.34AM Nov 5th, 2008 from web

Barack Obama

C:\Users\Krshna Jesalva\Videos\Marketing

Obama Team vs Hillary/McCain Team

Natural leader Exciting speaker Only 2 years in national

office Marketing and policy experts Positioned as candidate for

change – brilliant idea, bringing Clinton to an old ways of governing

$310 advertising cost

3x as many supporters as Obama

Popular Authorizing war in Iraq Association with her

husband’s administration Wisdom of change as

inexperience $135 advertising cost – Mc

Cain

Photo of a campaign add - clinton

a person saw an advertisement about a product and buys it.

When a company deliberately coordinates and integrates messages from a variety of sources about its products or brands, it is practicing integrated marketing communications, or IMC

Creating, maintaining, and enhancing long-term relationships with customers and other stakeholders that result in exchanges of information and other things of mutual value is called relationship marketing.

Importance of Relationships

The cost of lost customers

The cost of acquiring new customers

The value of loyal customers

Levels of Relationships

Basic Transactional Relationship – sells the product but does not follow up in any way.

Reactive Relationship – sells the product and encourages the customers tos call if they encounter any problems Accountable Relationship – calls the buyers and check

whether the product meets expectation Proactive Relationship - calls the customers from time to

time Partnership – works with customers and stakeholders to

discover ways to deliver better value.

Four Sources of brand messages

Planned messages - traditional messages such as advertising, sales promotional, personal selling, ( self-serving)

Product messages –messages from product, price or distribution (inferred messages )

Service messages – employee interactions, greater impact

Unplanned messages – comments by trade or competitors, WOM rumors, or major disasters.

SAY

CONFIRM DO

Planned messages

Unplanned messages Product, service messages

The Integration Triangle

Dimensions of IMC

The integration process Ensure consistent positoning Facilitate purposeful interactivity between the

company and its customers or stakeholders Actively incorporate a socially responsible mission.

What is advertising?

One type of marketing communications Abound different disciplines : journalism – public

relationsbusiness people – marketing process

economists and sociologists, economic, societal, or ethical

Advertising

Is the structured and composed non-personal communication of information, usually paid or and usually persuasive in nature, about products (goods, services, and ideas) by identified sponsors through various media

The Human Communication Process

Sponsor

Author

Persona Library frorm1. Autobiography2. Narrative3. Drama

Implied conusumers

Sponsorial consumers

Actual consumers

Within the text of the advertisement

The Stern Model of the advertising communication process

autobiography

narrative

drama

Business activities/functions

Operations ( production/manufacturing) Finance/administration Marketing Human Resource

L

Is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Classifications of advertising

By Target AudienceConsumer advertising

Business advertising

By Geographic Area Local (retail) advertising Regional advertising National advertising International advertising

By MediumPrint advertising

Interactive advertising By Purpose Product advertising Non-product advertising Commercial/non-

commercial Action advertising Awareness advertising

Implementing marketing strategyThe 4 P’s Product Price Place Promotion

advertising and IMC Today