Designing and Managing Integrated Marketing Communications (Chapter 17)

Marketing Communications Mix:

AdvertisingSales PromotionEvents and ExperiencesPublic Relations and PublicityDirect MarketingPersonal Selling

(Table 17.1) - Platforms used to market your product

Integrated marketing communications (IMC)

Recognizes added value of a comprehensive plan

Coordinate and integrate all elements of the communications mix – advertising, personal selling, sales promotion, publicity, direct marketing – so that the organization presents a message that is _________________________

_______________________

Integrated marketing communications (IMC)

Example:

Adding web addresses in print ads and packaging allows people to more fully explore a company’s products, find store locations, and get more product and service info.

http://www.dannon.com/

Implementing IMC

Goal: create the most effective and efficient communications program possible:

IBM turned over all of its advertising to Ogilvy to attain uniform branding – ___________________

____________________________

Example: MBA Program - webpage, brochure, campus recruiting, events – social, golf tournament, UCA association, budget

Managing Mass Communications: Advertising, Sales Promotions, Events, and

Public Relations (Chapter 18)Advertising program:

Target market and buyer motives

Mission: What are the advertising objectives?Money: How much can be spent?Message: What message should be sent?Media: What media should be used?Measurement: How should the results be evaluated?

Target market, motives, missionExample: MBA Program

Target market and buyer motives?Mission: ______________________________

________________________What are the advertising objectives?Informative – create brand awarenessPersuasive – liking, preference, convictionReminder – stimulate repeat purchaseReinforcement – convince purchaser they made the right choice

Money, Message, and MediaExample: MBA Program

Money – How much can be spent? –

Message – 30 hour credit program; night and afternoon classes; completed in one year; high job placement rate: http://www.uca.edu/divisions/academic/mba/

Which appeal works best with target audience? – ?Media: direct mail, brochures, webpageMeasurement: ________________________________________________________

Sales Promotion

• Academic Outreach is pushing the UCA MBA degree toward Acxiom employees: 10% off of tuition & fees for all Acxiom employees

• Evaluate - ?

Events and Public Relations

• The Fifth Annual 2005 UCA CBA Scholarship Golf Tournament raised $9,245.67 with the help of 84 players, 10 volunteers, and a record number of hole sponsorships and team sponsorships.

• Evaluate:

Direct Marketing (Chapter 19)

Benefits to customers:

Fun, convenient & hassle free

Saves time

Larger merchandise selection

Comparison shopping

Order products for themselves or others

Direct Marketing

Benefits to companies

Mailing lists for almost any market

Customized offers

Ongoing relationships with customers

Privacy

Measurable response

etc.

Interactive Marketing

Designing an attractive web-page: ___________________________________• Web site downloads quickly• First page is easy to understand• Easy to navigate to other pages that open quickly• Individual pages not overly crammed with content• Typefaces and font sizes are very readable• Good use of color (and sound)