Marketing bán hàng - Chapter 1: An introduction to integrated marketing communications

Chapter 1An Introduction to IntegratedMarketing CommunicationsMarketingActivity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for:Customers, clients, partners, and society at largeExchange: Involves parties with:Something of value to one anotherDesire and ability to give up something to the other partyWay to communicate with each other2Marketing MixProduct, price, place, and promotionTo develop an effective marketing mix, marketers must:Be knowledgeable about the issues and options of each element of the mixKnow how to combine the elements to form an effective marketing programAnalyze the market and use the data to develop the marketing strategy and mix3Integrated Marketing Communications (IMC)Coordinate various promotional elements and other marketing activities that communicate with a firm’s customersEvaluates the strategic roles of a variety of communication disciplinesCombines the disciplines to provide clarity, consistency, and maximum communications impactRecognizes the added value of a comprehensive plan that: Ensures all marketing and promotional activities project a consistent, unified image4Integrated Marketing Communications (IMC)Criticism - Inside-out marketing approachPacks promotional mix elements together, making them look and sound alikeContemporary perspectiveGoal - Generate short-term financial returns and build long-term brand and shareholder valueViews IMC ongoing strategic business process5Growing Importance of IMCStrategically integrates the various communications functionsAvoids duplication and takes advantage of synergy among promotional toolsDevelops more efficient and effective marketing communications programsEvolution to micromarketingConsumers’ unresponsiveness to traditional advertisingChanging rules of marketingChanging environment6Integrated Marketing Communications (IMC): Role in BrandingHelps develop and sustain brand identity and equityRecognizes the need for companies to connect with consumers based on trust, transparency, and authenticity7Figure 1.2 - Elements of the Promotional Mix8Advertising ClassificationsConsumersNationalRetail/LocationPrimary/Selective Demand9OrganizationsBusiness-to-BusinessProfessionalTradeDirect Marketing Communicating directly with target customers to generate a response and/or a transactionInvolves:Database managementDirect sellingTelemarketingDirect-response advertisingEncourages the consumer to purchase directly from the manufacturer10Digital/Internet MarketingInteractive mediaAllow users to participate in and modify the form and content of the information they receive in real timeSocial mediaOnline means of communication and interactions used to create, share, and exchange contentMobile marketingMessages delivered are specific to a consumer’s location or consumption situation11Sales PromotionMarketing activities that provide extra value or incentives to theSales ForceRetailersUltimate Consumer12PublicityNonpersonal communications regarding an organization, product, service, or idea not directly paid for or run under identified sponsorshipAdvantageHigh credibility and low costDisadvantagesNot always under the control of an organizationNegative stories are highly damaging13Public RelationsEvaluates public attitudesIdentifies policies and procedures of an individual or organization with the public interestGoal - Establish and maintain a positive image among various publics14Personal SellingPerson-to-person communication in which seller attempts to assist and/or persuade prospective buyers to: Purchase a company’s product Act on an ideaAllows seller to tailor messages to the customer’s specific needs or situationInvolves immediate and precise feedback15Contact or Touch PointEvery opportunity a customer has to see or hear about a company and/or its brands or have an encounter or experience with itCategoriesCompany createdIntrinsic UnexpectedCustomer-initiated16Figure 1.5 - IMC Audience Contact Tools17Figure 1.6 - IMC Contact Points: Control vs. Impact18IMC Planning ProcessPlanning, executing, evaluating, and controlling the use of the promotional-mix elements to effectively communicate with target audiencesIntegrated marketing communications managementDeveloping, implementing, and controlling an organization’s IMC programIntegrated marketing communications plan19IMC Planning ModelAnalysis of promotional program situation and the communication process Budget determinationDevelop integrated marketing communications programsReview of marketing planAdvertisingDirectmarketingDigital/InternetmarketingSales promotionPR/publicityAdvertisingobjectivesDirect-marketingobjectivesInternetmarketingobjectivesSalespromotionobjectivesPR/publicityobjectivesAdvertisingstrategyDirect- marketingstrategyInternetmarketingstrategySalespromotionstrategyPR/publicitystrategyIntegrate and implement marketing communications strategiesMonitor, evaluate, and control IMC ProgramPersonal sellingPersonal-sellingobjectivesPersonal-sellingstrategyAdvertising message &media strategy & tacticsDirect-marketingmessage &media strategy& tacticsInternet message & media strategy& tacticsSales promotionmessage &media strategy& tacticsPR/publicitymessage &media strategy& tacticsSales messagestrategy andsales tactics20Marketing PlanDescribes overall marketing strategy and programs for an organization and includes:Detailed situation analysisSpecific marketing objectives with time-frame and mechanism for measuring performanceSelection of target market(s) and plans for the four elements of the marketing mixProgram for implementing the marketing strategyProcess for monitoring and evaluating performance21Promotional Program Situational AnalysisInternalFirm’s promotional organization/capabilitiesReview of previous programs and resultsAssess firm/brand imageAssess strengths and weaknesses of product or serviceExternalCustomer analysisCompetitive analysisEnvironmental analysis22Analysis of Communication ProcessMarketing objectivesDetermine what is to be accomplished by the overall marketing program in terms of sales, market share, or profitabilityCommunication objectivesDetermine what the firm seeks to accomplish with its promotional programStated in terms of:Nature of the message to be communicatedSpecific communication effects to be achieved23Monitoring, Evaluation, and ControlDetermining how well the program is:Meeting communication objectives Helping the firm accomplish its overall marketing goals and objectivesEvaluating promotional program results/effectivenessTaking measures to control and adjust promotional strategies24