mktg 373 - an introduction to integrated marketing communications

4ps - product, price, place, promotion

these elements can be combined to form an effective marketing program

promotion

the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or promote an idea

communication is a form of

marketing

promotion mix

advertising, direct marketing, interactive/internet marketing, sales promotion, publicity/public relations, personal selling

traditional approach

dominated by mass media,

what changed in the 1980s?

more strategic integration of their promotional tools, new promotional methods: sales promotion, direct marketing, pr

what is IMC?

a strategic business process used to plan, develop, execute, and evaluate coordinated, measurable persuasive brand communication programs with consumers, customers, prospects, employees and other relevent external and internal audiences.

in other words IMC:

• company’s market project a consistent, unified image

• centralized messaging that communicated a common theme and positioning

benefits of IMC

• avoids duplication,

• synergy among promotional tools

• more effective and efficient marketing

value

customers perception of all the benefits weighed against all the costs of acquiring and consuming a product service.

product attributes

functional, emotional, self-expressive, social

functional(product attributes)

performance/feature based

emotional(product attributes)

how the brand makes you feel during purchase process or user experince

self-expressive(product attributes)

symbol of a persons self-concept; brand acts as a vehicle by which person can express him/herself

social(product attributes)

brand provides opportunity to participate in or feel like part of a group

why is IMC important for branding?

stay consistent with messaging and identity.

two parts of building a brand

image and identity

identity(building a brand)

how the brand owner(management) defines what the brand is

image(building a brand)

how consumers perceives the brand.

brandy identity

a combination of many factors including the name, logo, symbols, and design

brand is any…

every tough and interaction with your company

three parts to brand:

identity, image, and equity

equity(part of brand)

the value of having a well-known brand name(MOST IMPORTANT PART)

traits of identity:

• who you desire to be

• future-focused

• active

traits of image

• who the market perceives you to be

• past focused

• passive - formed through customer interactions and perceptions

traits of equity

• how much the brand name is worth

• comparative - measured against alternatives

• financial - reflects customer loyalty

IMC in branding

building and maintaining brand identity and equity require the creation of well-known brands that have favorable, strong, and unique associations in the mind of the consumer.

the future of marketing is

getting people to buy INTO your brand.