chapter one overview of integrated marketing communications
TRANSCRIPT
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Chapter One
Overview of Integrated Marketing
Communications
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Chapter One ObjectivesChapter One Objectives
• Introduce the topic of marketing communications (MarCom)
• Describe the nature and importance of different elements of MarCom
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Chapter One ObjectivesChapter One Objectives
• Understand the advantages of integrated marketing communications (IMC)
• Understand how elements must be tightly interwoven in order to enhance brand equity
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Definition of MarketingDefinition of Marketing
Marketing
A set of activities whereby business and other organizations create transfers of value (exchanges) between themselves and their customers.
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CommunicationsCommunications
Communications
The process whereby thoughts are conveyed and meaning is shared between individuals or between organizations and individuals.
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Marketing CommunicationsMarketing Communications
Marketing Communications
The collection of all elements in a brand’s marketing mix that facilitate exchanges by targeting the brand to a group of customers, positioning the brand as somehow distinct from competitive brands, and sharing the brand’s meaning with the brand’s target audience.
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Marketing is Communication and Marketing is Communication and Communication is MarketingCommunication is Marketing
Business-to-business (B2B)
Business-to-consumer (B2C)
Not-for-profit services
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Elements of Marketing CommunicationsElements of Marketing Communications
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Brand Level MarketingBrand Level Marketing
Most marketing communications occurs at the brand level.
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Brand Level MarketingBrand Level Marketing
A well known and respected brand is an invaluable asset.
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Brand Level MarketingBrand Level Marketing
A successful brand can create barriers to entry for competitors.
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Brand Level MarketingBrand Level Marketing
This is the key means for differentiating one company’s offering from competitive brands.
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Integrated Marketing Communications(IMC)
The process of planning, creation, integration, and implementation of diverse forms of marketing communications that are delivered over time to a brand’s targeting customers and prospects.
Integrated Marketing Communications Integrated Marketing Communications (IMC)(IMC)
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Key Features of IMCKey Features of IMC
1. Start with the customer or prospect.
2. Use any form of relevant contact.
3. Achieve synergy (speak with a single voice).
4. Build relationships.
5. Affect behavior.
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Changes in Changes in Marketing Communication PracticesMarketing Communication Practices
• Reduced dependence on mass media
advertising.
• Increased reliance on highly targeted
communication methods.
• Heightened demands on suppliers.
• Increased efforts to assess
communications’ return on investment.
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Obstacles to Implementing IMCObstacles to Implementing IMC
• Few providers have the skills
required to execute.
• Mass media campaigns easier than
Direct-to-Customer.
• Need for MarCom Director.