Beruflich Dokumente
Kultur Dokumente
18-1
Questions to Explore
1.
What are the eight key IMC concepts, and why are
they important?
2.
3.
4.
18-2
18-3
Stakeholders and
Brand Relationships
18-4
Stakeholders and
Brand Relationships
18-5
Stakeholders and
Brand Relationships
18-6
Total Communication
18-7
18-8
18-9
Message synergy
18-10
Message synergy
18-11
A brand is an
integrated perception
18-12
18-13
Internal integration
18-14
Brand integrity
18-15
1816
18-17
18-18
Situation analysis
Key strategic campaign decisions
Marcom mix
Message strategy
IMC media and contact points
Management and campaign controls
18-19
Situation analysis
18-20
Situation analysis
Key communication problem(s)
Planners analyze the market situation for
communication problems that affect the successful
marketing of a product, as well as opportunities.
18-21
Campaign strategy
18-22
The message strategy for the launch of Coke Zero used selfdeprecating humor with a Big Idea that the Coca-Cola legal
department wanted to sue Coke Zero for taste infringement.
Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall
18-23
Campaign strategy
Objectives
Every campaign must be guided by specific, clear,
and measurable objectives.
18-24
Campaign strategy
Targeting and engaging stakeholders
A stakeholder is to any group of people who have
a stake in the success of a company or brand.
18-25
Campaign strategy
Brand strategy
Message consistency needs a heart, core, soul, or
DNAa central concept around which various
messages can be unified.
18-26
18-27
18-28
Advertising
Public relations
Consumer sales
promotion
Trade sales
promotion
Point of purchase
6.
7.
8.
9.
10.
11.
Direct marketing
Sponsorship and events
Packaging
Specialties
Guerilla marketing
Customer service
18-29
Message strategy
18-30
18-31
18-32
18-33
As a class:
Review the case study on the Tokyo-based Dentsu,
and how its ContactPoint Management works.
18-34
Cross-media integration
18-35
Management and
campaign controls
18-36
Management and
campaign controls
Budgeting and scheduling
Budgeting depends on the organization, the area it
serves, time frame, targeted stakeholders, and
media.
18-37
Management and
campaign controls
Budgeting and scheduling
1.
2.
3.
18-38
Management and
campaign controls
Budgeting and scheduling
4.
5.
18-39
Management and
campaign controls
Evaluation
Advertising and other marketing communication
agencies are creating tools and techniques to help
marketers evaluate their efficiency and
effectiveness.
18-40
International
IMC Campaigns
18-41
International IMC
campaigns
18-42
18-43
International IMC
campaigns
Strategic Decisions
The problem of managing
brand consistency limits
most objectives to
awareness and recall.
However, more specific
objectives may be needed
in individual markets.
18-44
International IMC
campaigns
Setting the Budget
All the budgeting techniques apply in foreign
markets.
18-45
International IMC
campaigns
Central Control versus Local Adaptation
18-46
International IMC
campaigns
Central Control versus Local Adaptation
18-47
International IMC
campaigns
Central Control versus Local Adaptation
18-48
International IMC
campaigns
Executing an international campaign
18-49
International IMC
campaigns
The IMC factor in international campaigns
18-50
Managing 360
Communication Programs
1851
Managing 360
Communication Programs
18-52
Adopting a good cause and helping in its fundraising and other community-oriented efforts is
called cause marketing.
Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall
18-53
18-54
18-55
18-56
Internal integration
18-57
Internal integration
18-58
18-59
Its a Wrap
Chipotle Cultivates a Better World
Chipotles annual report summarizes its marketing
philosophy and a valuable lesson for students of
advertising and IMC:
Our marketing has always been based on the
belief that the best and most recognizable brands
arent built through advertising and promotional
campaigns alone, but rather through all the ways
people experience the brand.
18-60
Its a Wrap
Chipotle Cultivates a Better World
Chipotle is cultivating an identity that is relevant
to the audience, the brand, and the company.
18-61