Transcript: Customers can't distinguish between advertising, PR, sales promotion, purchasing, employee communications, etc All the customer sees is a flow of information from indistinguishable sources The communication process The 4 E's What has motivated IMC? **Consistency is key** Visual identity is much more than a logo Common, overarching design (look & feel) Style of photography/graphics Consistent logo treatment Consistent voice on all forms of media Give your brand a personality then stick with it Each element of the integrated marketing campaign should be set up to drive traffic to the target. Websites (purchases, reservations, email newsletter subscriptions, blog RSS subscriptions) Social Media (engagement) *Be sure to use the same keywords and phrases throughout your integrated marketing campaigns Presented Kaiya Shapiro The message behind the campaign should remain consistent Company brand standards should also remain constant Don't forget what the consumer wants and what motivates them Select your channels Print advertising or social media isn't for everyone Select your channels based on your target audience Evaluate each channel's strengths and weaknesses How will they help you reach your business objectives? Focus on selecting the correct channels: two concentrated/effective channels are better than scattered resources 2006 - "Taste the coke side of life" -A new way of looking at the whole- Don't forget to track your campaigns Tracking is the most important aspect of a successful campaign Pay attention to analytics so you can understand the importance of the results in front of you What was your ROI? How can you improve? Lack of horizontal communication Functional specialization Lack of effective planning Absence of a well thought out budget Fear of change Lack of database technology Step 5 “A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” - American Marketing Association The Customer's POV What is integrated marketing communications? Step 3 1. In your own words, how would you define integrated marketing communications? 2. What are the 4 E’s of integrated marketing communications? 3. What is not one of the 4 C’s used in IMC campaigns? A. Complementary B. Continuity C. Collaboration D. Coherence E. Consistency 4. What was the “Be More Dog” campaign? What did it aim to achieve? 5. Which Coke video did you like better? Why? 6. Did you like the #3 Campaign? Why? The communication plan was created in regards to the market, the society, the potential & product positioning. Coca Cola is appears close to their consumers, They are part of their daily life & have created a ritual attached to specific moments. This is done through the use of social media and social marketing and eludes to social change. Integrated marketing communications is the present and future standard of PR, advertising and marketing. Allows you, the consumer, to connect with the company through customized content. Win-Win Tool Have a clear understanding of who your target audience is Step 2 What does this mean? 3 Campaign 4 key elements 1. Understand your target audience 2. Pick your channels 3. Have a consistent look 4. Create clear, consistent content 5. Ensure an integrated message 6. Make sure teams are working in sync 7. Track campaigns & coupons Step 1 Diffusion and emergence of digital technology Increased emphasis on branding - major competitive tool Decrease in effects of advertising through mass media Increased # of channels Increased expectation by consumers Increased # of agencies with specialization Resources Enhancing - intensify the argument Economical - applying the least amount of cost from financial resources Efficient - don't be wasteful Effective - producing the required outcome Make sure marking teams/agencies are in sync Sender - source or originator of the message Message - actual information being communicated Channel - used for communicating the message aka the media Receiver - the recipients of the communicated message Step 6 Content should be adaptable so it can be repurposed to suit different media or channels It can take more than 5 impressions for an individual to recognize a brand or specific marketing message Follow 3 C's - Messages must be: Clear Compelling Consistent What was your favorite campaign? Why? Did you dislike any campaigns? Do you think these tactics work for everyone? Ensure that messaging is integrated 4 C's of an effective campaign The communication process How has IMC helped Brand coke? Barriers of effective implementation Step 7 Integrated marketing communications Identify using demographic and psychographic categorization attitudes interests behaviors This will ensure that key messages are developed and the best communication channels are selected to reach customers What motivates you? What discourages you? Be More dog Why was this effective? Create
Transcript: The budget put forward is a bottom-up approach. "Ruff Relief's" advertising only makes up 15% of Zyrtec’s total budget, which is backed by Johnson and Johnson. WHY? Flexibility + Reach = Best approach to reach our target market and achieve our objectives Family and pet friendly - trusted and tested. Channels 10, 9, 7 Integrated Marketing Communications Plan Objectives Implementing a pulsing strategy Increasing advertising during spring and school holiday period Keeping print and Internet advertising constant "Ruff Relief" is a family friendly and trusted product, which is fast acting in relieving pet related allergies. It comes in a handy brush format that is easy to use, especially since brushing pets is a routine activity, regardless. It is being launched under Zyrtec's Facebook application Furtec, and will be the first pet-allergy care product under that extension. Dr. Chris Brown will be the product ambassador and will feature throughout the launch, to support the product image as family and pet friendly. Print TV Radio Internet Banners Owns 2 dogs who cause her children allergies Agenda Zyrtec Website Facebook App Royal Easter Show Adshel Support Media Family and pet friendly - trusted, and tested. Does the majority of the grocery shopping Morning and weekend family television "Relief for the whole family." Key Takeouts Lives in suburban Sydney, and so passes bus stops often Listens to FM radio stations on the way to work Communications Overview Objectives Target Creative Program Budget Internet usage during school time Dr. Chris Brown Target NOVA 96.9 Sales Broadcast Print Support Internet by Zyrtec Fitzy and Wippa Budget ACTIVITY Leads a busy lifestyle looking after the family 35 years old Meet Susan... Creative Proposition Part time teacher Mother of 2, aged 2 and 7 1. Gaining 90% distribution in all major Supermarkets and Pharmacies 2. Increase Zyrtec’s market share by 1% 3. Achieve “Ruff Relief” product awareness of 45% of the target market 1. Achieving break even for the product within 9 months of launching 2. “Ruff Relief” will make up 10% of Zyrtec’s total sales revenue. 3. Engaging 30% of the target market in sales of “Ruff Relief” 1. Ensure 35% of target market comprehends the benefits of “Ruff Relief” using Chris Brown of Bondi Vet as brand ambassador 2. Have 20% of the target market preferring “Ruff Relief” over competitors products 3. Have 5% of the target market using “Ruff Relief” regularly Facebook page to connect to friends and family Radio Overview... STRATEGIC MESSAGE Program Marketing Low to middle income TIMING
Transcript: cmarsh 1/17/2013 Sports Friends and Family Christie Marsh Marketing Music Page 1 Online Marketing - SEO/SEM American Marketing Association National Student Advertising Competition Littleton, CO Travel The End
Transcript: Integrated Marketing Communications 5. Develop the Media Plan [Sales Promotion] Activities or materials that are direct inducements to customers or salespersons. Promotional Campaign: "A plan for combining and using the four promotional methods—advertising, personal selling, sales promotion, and public relations—in a particular promotion mix to achieve one or more marketing goals." 8. evaluate advertising effectiveness A campaign’s success should be measured in terms of its original objectives before, during, and/or after the campaign. "anything that can tract the mind of consumers" Promote people, places, activities, ideas, countries Enhance the reputation of the organization Create specific company images 3. Create the advertising Platform: An advertising platform includes the important selling points or features that an advertiser wishes to incorporate into the advertising campaign. Institutional advertising: Institutional advertising is advertising designed to enhance a firm’s image or reputation. 6. Create the advertising Message An advertising campaign is developed in several stages. These stages may vary in number and the order in which they are implemented depending on the company’s resources, products, and audiences. Trade shows Industry-wide exhibits at which many sellers display their products Buying allowance A temporary price reduction to resellers for purchasing specified quantities of a product Cooperative advertising An agreement that manufacturer agrees to pay retailer's media cost for advertising the manufacturer's products Training salespersons Types of advertising by Purpose Personal communication aimed at sellers in order to persuade them to buy a firms products Public Relations http://softdrinkcolawar.blogspot.com/2012/12/coca-cola-intergrated-marketing.html Personal Selling has different types of sales persons involved within the process. Promotion Planning The objective of promoting is to inform and influence consumers to purchase a firms products or make them have a more positive out look on the company. Advertisers can plan and produce their own advertising with help from media personnel, or they can hire advertising agencies. An advertising agency is an independent firm that plans, produces, and places advertising for its clients. Advertising Agencies Effects Types of public relations tools Info on market--> Organization--> Promotions Advertising Depending on its purpose and message, advertising may be classified into one of three groups: primary demand, selective demand, or institutional. Selective-demand advertising: Selective-demand (or brand) advertising is advertising that is used to sell a particular brand of product. 4. Answering objections Promotional efforts that are both informational and persuasive to its customers Example 1 June, 2011 Main questions for planning a promotional campaign Compensating salespersons The advertising media are the various forms of communication through which advertising reaches its audience. The major media are newspapers, magazines, direct mail, Yellow Pages, out-of-home displays, television, radio, the Internet, and social media. 4. Determine the advertising appropriation: The advertising appropriation is the total amount of money designated for advertising in a given period. Retailer or wholesaler method Criticisms of Promotion "A broad set of communication activities used to create and maintain favorable relationships between an organization and various public groups, both internal and external." 6. Follow up More than one method of promotion may be combined They depend on the organization’s resources and objectives, the nature of the target market, the characteristics of the product, and the feasibility of various promotional methods. 4. Determine the advertising appropriation Promotion and Marketing Objectives 2. Approaching the prospect Motivating salespersons Objectives, Product characteristics, Target market, Distribution chnnels, etc. 1. Identify and analyze the target audience 2. Define the advertising objectives: The goals of an advertising campaign should be stated precisely and in measurable terms. Setting a specified time period The effectiveness of a promotional campaign depends on the information available to marketers Specified geographic area Selective Demand Advertising 1. Identify and analyze the target audience: The target audience is the group of people toward whom a firm’s advertisements are directed. Communication activities used to create and maintain relationships with public groups both internal and external. Public Relations Attracting and hiring effective salespersons Advertising Media [Sales Promotion Methods] Consumer methods Thank you! Long lasting relationships with customers Consistent interation and communication Efficient use of promotional resources Personal Selling Is promotion deceptive? Does promotion increase prices? Does promotion create needs? Does promotion encourage materialism? Does promotion help
Transcript: CHAPTER 10 Integrated Marketing Communications MARKETING COMMUNICATIONS and PROMOTION STRATEGY - is an attempt of business to influence its potential customers. - serves to inform, persuade, and remind the market of a product or service or the organization selling it with the hope of influencing the target market's feeling, beliefs or behavior. - is applied marketing communications. It is used to communicate both factual information and persuasive messages to prospective buyers. - is used to remind managers that all elements of the promotional mix should be coordinated and systematically planned to be in harmony with each other. uses three general types of communication media =) 1. direct human communication (face to face or telephone) 2. indirect communication through some medium (television etc.) 3. interactive communication via some electronic medium (Internet) ELEMENTS OF PROMOTION element no. 1 - "PERSONAL SELLING" ELEMENT NO. 1 KEYWORDS: - person to person dialogue (buyer and seller) - persuade and convice the buyer and to develop a "customer relationship". - most flexible means of delivering a promotional message. element no. 2 - "ADVERTISING" ELEMENT NO. 2 KEYWORDS: - impersonal mass communication that the sponsor pays for and with which it is clearly identified. -The most familiar form of advertising is found in the broadcast (TV and radio) and print (magazines and newspaper) media. -There are other advertising alternatives such as the various web pages, direct mail, billboards and the Yellow pages. It is cost efficient substitute for personal selling because advertising allows marketers to send a uniform and unvarying message to a large no. of people. element no. 3 - "SALES PROMOTION" ELEMENT NO. 3 KEYWORDS: - is a demand stimulating activity designed to supplement advertising and facilitate personal selling. -Paid for by the sponsors and frequently involves a temporary incentive to encourage a purchase. -It is distinguished from advertising is that the former offers material reward to customers, salespeople or sales prospects. Thus, special offers of free goods, coupons, and display items for store use, training programs, in- store demonstrations and trips to attractive vacation spots are sales promotion. element no. 4 - "PUBLIC RELATIONS" ELEMENT NO. 4 KEYWORDS: - consists of a wide variety of communication efforts designed to contributor create positive attitudes and opinions towards an organization and its product. -Unlike advertising and personal selling, public relations do not include a specific sales message. They take many forms like newsletters, annual reports, lobbying and sponsorship of charitable or civic events such as the Olympics and song festivals. element no. 5 - "PUBLICITY" ELEMENT NO. 5 KEYWORDS: - Is a special form of public relations that involves news stories about an organization or its products or services. -Also uses same mass media like advertising but the difference is that publicity is not paid for the organization, that is, the subject of publicity, has a little control over it and appears as news and has greater credibility than advertising. -Organizations seek good publicity and frequently provide the material for it in the form of news releases, press conferences and photographs. THE COMMUNICATION PROCESS WHAT IS COMMUNICATION? It is the verbal or nonverbal transmission of information from someone wanting to express an idea and to another who is expected or expecting to get the idea. The goal of communication is to have the receiver of the information understand as closely as possible the meaning intended by the sender or source of the message. It requires four (4) elements: a message, a source of the message, a communication channel and a receiver. what are the 4 elements of communication? 1. ENCODING THE MESSAGE WHAT IS ENCODING?? It is the process of translating the idea to be communicated into a symbolic message consisting of words, pictures, numbers, gestures etc. -Nonverbal messages and non-rational symbolism are essential to the encoding process, because words can be inadequate to express emotions. The emotional definition of a situation or the precise meaning of the human feelings maybe determined almost entirely from facial expressions; from movement of the body such as gestures of a traffic enforcer; from the general excitement such as weeping, blushing or laughter; or from involuntary exclamation and sounds such as whistling or singing. 2. Transmitting the Message through a Channel -Once the sender has created the message by encoding it into a transmittable form, it must be sent through a channel of communication such as magazine or any other medium. The message arrives at the receiver via the channel of communication. It is the sender’s job to choose the medium that reaches a maximum number of a target receivers and a minimum number of non-target receivers. 3. Decoding the Message -Once the message has been transmitted through some communication
Transcript: Under Wendy's guidance, her team has achieved a great deal during her time at the Company, including the successful global launch of the Coca-Cola "Open Happiness" campaign, now deployed in markets representing 100% of Coca-Cola's volume. “The Bachelor of Science in Integrated Marketing Communications gives students an opportunity to understand the changing role of journalism from different perspectives while developing multimedia and intellectual skills necessary to succeed in media industries,” Examples of IMC work "A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time" American Marketing Association By Ingrid Valbuena Widely diverse employment opportunities exist worldwide for IMC graduates. It is designed to be excellent preparation for work at advertising or public relations agencies, corporations, non-profits, media or governmental organizations - anywhere marketing planning and communications are important. Meek School of Journalism What companies are looking for IMC graduates? “Integrated marketing is, first and foremost, a customer-centric program,it is an integration of advertising, public relations, direct marketing, sales promotion, Internet marketing and every other customer touch – and how those disciplines go together to create a coherent story. It is designed to make all aspects of branding a company work together, rather than in isolation.” Scott Fiene As an IMC major, what are the opportunities? Coca Cola's Senior VP, IMC and Capabilities IMC at Ole Miss ? Recent IMC-related job vacancies have been advertised by these leading practitioners: Autodesk, Cheesecake Factory, Coca-cola, Kellogg's, Motorola, MTV Networks, Sears, Tyco, Western Union, etc. Will Norton: A fundamental shift in how companies market to consumers is what has made Integrated Marketing Communications possible. The shift... From Traditional Marketing to Digital/Interactive Marketing From Mass Media to Specialized Media From Low Accountability in Marketing Spend to High Accountability in Marketing Spend From Limited Connectivity to Pervasive Connectedness (Griffith, D. 2014) Integrated Marketing Communications What is Wendy Clark - Scott Fiene - What has made IMC important and needed? Director of Integrated Marketing Communications In the words of Meek school's Dean Real life IMC graduates
Transcript: Integrated Marketing Communications Brand Personification BTL Advertisements Alkaram Studio is a complete creative concept where customers can realize their dreams and aspirations. Alkaram Studio is a perfect heaven for aesthetically-inclined women. You can get close to the originality of the style with fashion fabrics, ready-to-wear lines to kids- wear, home textiles, to home-ware needs. ATL Advertisements Visual Merchandising Introduction Integrated Marketing Communications (IMC) is a planning process that evaluates the strategic roles of a variety of communications disciplines------for example, general advertising, direct response, sales promotion, and public relations----and skillfully combines these disciplines to provide clarity, consistency, and maximum impact through the seamless integration of messages. The end result is that you have a single concept; a single brand message across all your marketing channels, customized for any advertising or promotional effort, bearing in mind time, budget and the goals of the current campaign. Visual Merchandising The Al-Karam group was founded in March 1986 with a vision to be a provider of innovative textile solutions worldwide. They are a manufacturer and supplier of distinguished fabric for apparel, home and industrial markets with clients all over the world. With a constructed area of over one million square feet, Al-karam has the capacity to fulfill small, medium and large scale orders. At Al-Karam they also provide their customers with complete in-house design solutions. Their creative center is equipped with state of the art designing and sampling equipment and skilled textile artists. Integrated Marketing Communications Presentation by: Tooba Alam (17236) Midhat Zehra (17606)
Transcript: Sharing, happiness, fun, tradition of coke as main message conveyed to consumers. Create a unified brand awareness through advertising, direct marketing, interactive marketing/social media, sales promotion, social causes, and partnerships/sponsorships "One Voice" Integrated Marketing Communications The McDonald's Logo The Menu The Playlands Social Media Social Causes Integrated Marketing Communications (IMC) blends various promotional tools and communications/marketing/advertising services and techniques to maximize profit. IMC is ultimately achieved through concise and consistent messaging that fosters familiarity and consumer affinity. Effective IMC messages and images are meaningful and useful to consumers, and messaging and branding consistency - a proven IMC concept - yield customer satisfaction and loyalty. (Techopedia) Integrated Marketing Communications Importance in Today's Marketing Environment Wendy Clark joined The Coca-Cola Company in September 2008. In her role, Clark oversees global design, marketing communications, media, sponsorships, interactive marketing, and marketing of the Company's Live Positively sustainability platform. Successful global launch of the Coca-Cola "Open Happiness" campaign Relationship Marketing $1.25 Saturday, July 12, 2014 Consistency Integrated Marketing Communications Senior Vice President, Integrated Marketing Communications and Capabilities IMC: McDonald's Example Brit Tatum Marketing Management http://www.happymeal.com/en_US/#/Home IMC: Coca Cola Example Strong Brand Presence Competitive Advantage What is Coca Cola Doing: Definition: IMC: McDonald's Example Trends Issue 2 Saves Money Maximize Profits Wendy Clark The Youth Market
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