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Media Planning & Buying in the 21st Century

CHAPTER 14

The Tools of IMC


Agenda

IntroductionTools of IMCIMC Tools vs. TasksIntegration


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


Advertising


Advertising Has Built Great Brands


Sales Promotion


Direct Marketing


Telemarketing


Publicity


Product Placement


Event Marketing


Word of Mouth/Buzz Marketing


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


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


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

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