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An Introduction to Integrated
Marketing Communications

Copyright 2012 McGraw-Hill Companies, Inc., All right reversed

The Role of Marketing

Advertising &
Promotion
Inform customers of a
product or service
Convince them of its
ability to satisfy their
wants or needs

Nonprofit
Organizations
Solicit donations
Offer intangible
social and
psychological
satisfactions

Help develop and

sustain relationships

1-2

The Marketing Mix

The Four Ps
Product
Price
Place
Promotion

1-3

Building Brands in a Recession

Consumers
Spend less money
Carefully scrutinize purchases
Rethink brand loyalties
Willing to trade off or down
More price sensitive
More value conscious
1-4

Building Brands in a Recession

Companies
Reduce advertising budgets
Balance discounts/promos w/brand image
Must overcome consumer distrust
Change product marketing focus
Increase online social presence
Look for new ways to remain relevant
1-5

Advertising Classifications
National
National
Retail
Retail // Local
Local
Consumers

Primary
Primary // Selective
Selective Demand
Demand

Business-to-Business
Business-to-Business
Professional
Professional
Trade
Trade

Organizations
1-6

Forms of Direct Marketing

Direct Mail
Mail
Direct

Catalogs
Catalogs

Telemarketing
Telemarketing
Database
Database
Management
Management

Direct
Direct
Response Ads
Ads
Response

Direct Selling
Selling
Direct

Shopping
Shopping
Channels
Channels

Internet
Internet
Sales
Sales

1-7

Interactive Marketing

Interactive media
Internet
Kiosks
Interactive television
Cell phones
Other mobile devices

1-8

Sales Promotion

Marketing activities that provide

extra value or incentives to the
Sales
Force

Retailers

Ultimate
Consumer

1-9

Publicity

AA news
news story,
story,
editorial,
editorial, or
or
High
High credibility
credibility and
and
announcement
announcement to
to
low
low cost
cost
aa mass
mass audience
audience
Not directly paid for
or run under
identified sponsor
Is
Is sometimes
sometimes
unfavorable
unfavorable

Not
Not always
always under
under
company
company control
control

1-10

Public Relations
Management function
Evaluates public attitudes
Identifies items of public interest
Executes a program of action to earn
public understanding and acceptance

Primary objectives
Establish and maintain a positive image
of the company among various publics

1-11

Personal Selling

Person-to-person communication
A seller attempts to assist and/or
persuade prospective buyers to make a
purchase or act on an idea
1-12

Elements of a Marketing Plan

Detailed situation analysis

Specific marketing objectives
Marketing strategy and program
Program for implementing the strategy
Process for monitoring & evaluating performance

1-13

Promotional Program Situational Analysis

Internal
Firms promotional
organization/capabilities
Review of previous
programs and results

External
Customer analysis
Competitive analysis
Environmental analysis

Assess firm/brand
image
Assess strengths and
weaknesses of product
or service
1-14

Monitoring, Evaluation, Control

Basic Goals
Determine how well the program
is doing, and why
Problem correction
Continual management feedback
Input for future promotions/strategies
1-15