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Integrated Marketing Communications

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IMC Strategy and Implementation
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Integrated Marketing Communications

  1. 1. STRATEGIC integrated marketing communications
  2. 2. IMC is the planning and execution of all types of advertising-like and promotion-like messages selected for a brand service, or company, in order to meet a common set of communication objectives, or more particularly, to support a single ‘positioning’.
  3. 3. The goal of IMC is to build relationships with consumers and stakeholders through a single, clear and consistent message across channels.
  4. 4. WHAT YOU MUST TRY TO DO is work horizontally in a business culture that is vertical - Bruce Mau, designer, bruce mau design
  5. 5. IMC is the planning and execution of all types of advertising-like and promotion-like messages selected for a brand service, or company, in order to meet a common set of communication objectives, or more particularly, to support a single ‘positioning’.
  6. 6. IMC is the planning and execution of all types of advertising-like and promotion-like messages selected for a brand service, or company, in order to meet a common set of communication objectives, or more particularly, to support a single ‘positioning’. How you will achieve communication and brand objectives.
  7. 7. IMC is the planning and execution of all types of advertising-like and promotion-like messages selected for a brand service, or company, in order to meet a common set of communication objectives, or more particularly, to support a single ‘positioning’. The tactics you will use to carry out plan.
  8. 8. IMC is the planning and execution of all types of advertising-like and promotion-like messages selected for a brand service, or company, in order to meet a common set of communication objectives, or more particularly, to support a single ‘positioning’. Messages used to reinforce or project the specific brand and firm image stated in the marketing plan.
  9. 9. IMC is the planning and execution of all types of advertising-like and promotion-like messages selected for a brand service, or company, in order to meet a common set of communication objectives, or more particularly, to support a single ‘positioning’. Trade promotions: expenditures or incentives used by manufactures and other members of the marketing channel to help push product through to retailers. Consumer promotions: incentives aimed at a brand’s customers. Used to entice the consumer to take the final step and make a purchase.
  10. 10. IMC is the planning and execution of all types of advertising-like and promotion-like messages selected for a brand service, or company, in order to meet a common set of communication objectives, or more particularly, to support a single ‘positioning’. What you hope to accomplish with advertising and promotional programs.
  11. 11. IMC is the planning and execution of all types of advertising-like and promotion-like messages selected for a brand service, or company, in order to meet a common set of communication objectives, or more particularly, to support a single ‘positioning’. “How a brand is to be perceived in the context of competitive alternatives in the mind” – Brad VanAuken “Consumers perceive most product categories as homogeneous” (Copernicus Consulting).
  12. 12. Marketing Mix Product Price Promo-on Distribu-on (Place) The marketing mix is crucial when determining a product or brand’s offer, and is often associated with the four P’s
  13. 13. Marketing Mix Product Price Promo-on Adver-sing Sales Promo-on Personal Selling Direct Marke-ng Public Rela-ons Digital Marke-ng Sponsorship Marke-ng Distribu-on (Place)
  14. 14. Marketers must combine these elements into a comprehensive marketing strategy
  15. 15. IMC IS A PLANNING PROCESS
  16. 16. SWOT ANALYSIS Structured planning method used to evaluate the strengths, weakness, opportunities and threats involved in a business venture
  17. 17. STRENGTHS Market advantages Access to resources Unique selling proposition Perceptions
  18. 18. STRENGTHS Market advantages Access to resources Unique selling proposition Perceptions Weaknesses What could be improved How are sales lost Perceptions What should be avioded
  19. 19. STRENGTHS Market advantages Access to resources Unique selling proposition Perceptions Weaknesses What could be improved How are sales lost Perceptions What should be avoided Threats Competition Technology Resources Obstacles
  20. 20. STRENGTHS Market advantages Access to resources Unique selling proposition Perceptions Weaknesses What could be improved How are sales lost Perceptions What should be avoided Threats Competition Technology Resources Obstacles opportunities Trends Changes in Technology, Policy Resources Market opportunities
  21. 21. IDENTIFY TARGET AUDIENCE
  22. 22. The target market the company wishes to appeal to, design products for, and tailor its marketing activities toward.
  23. 23. Segmenting an audience will help to better define how advertising should look and feel. Demographic psychographic Gender Age Income Ethnic Group Geographic Regional National Lifestyle Personality Motivations Resources Behavioral Attitudes Usage rates Loyalty Benefits sought
  24. 24. DETERMINE HOW THEY MAKE DECISIONS
  25. 25. Post purchase evaluations Purchase Evaluation of alternatives Information search or research Problem Recognition
  26. 26. INTERPERSONAL INFLUENCES Family Society Culture NONPERSONAL INFLUENCES PERSONAL PROCESSESS Time Place Environment Perception Learning/persuasion Motivation Adopted from: Arens, W. F., Weigold, M. F. & Arens, C. (2013). Contemporary adver.sing and integrated marke.ng communica.ons. McGraw-­‐Hill Irwin. New York: NY. Needs Wants
  27. 27. POSITIONING
  28. 28. Process or strategy used to separate a brand from its competition by associating the brand with a particular set of consumer needs Based on: (1) perceptions of consumers and (2) relation to competition
  29. 29. Process or strategy used to separate a brand from its competition by associating the brand with a particular set of consumer needs Based on: (1) perceptions of consumers and (2) relation to competition Relation to competitors
  30. 30. Process or strategy used to separate a brand from its competition by associating the brand with a particular set of consumer needs Based on: (1) perceptions of consumers and (2) relation to competition Attribute
  31. 31. Process or strategy used to separate a brand from its competition by associating the brand with a particular set of consumer needs Based on: (1) perceptions of consumers and (2) relation to competition Product Use
  32. 32. Process or strategy used to separate a brand from its competition by associating the brand with a particular set of consumer needs Based on: (1) perceptions of consumers and (2) relation to competition Price or quality
  33. 33. Process or strategy used to separate a brand from its competition by associating the brand with a particular set of consumer needs Based on: (1) perceptions of consumers and (2) relation to competition Consumer Identity
  34. 34. Process or strategy used to separate a brand from its competition by associating the brand with a particular set of consumer needs Based on: (1) perceptions of consumers and (2) relation to competition Product class
  35. 35. Process or strategy used to separate a brand from its competition by associating the brand with a particular set of consumer needs Based on: (1) perceptions of consumers and (2) relation to competition personality
  36. 36. CREATE MEASUREABLE OBJECTIVES
  37. 37. Objectives are desirable outcomes, that are measurable, derived from organizational goals. Increase awareness of brand Increase organic web traffic by X% Increase Twitter followers by X Increase E-mail registrations by X%
  38. 38. GOALS OBJECTIVE OBJECTIVE OBJECTIVE Strategy
  39. 39. SELECT APPROPRIATE CHANNELS
  40. 40. Communication Website Conventional Channels SEO Events SOCIAL MEDIA Media
  41. 41. Marketing that works is marketing that people choose to notice -Seth GOdin
  42. 42. ATTRIBUTES Slide 18:hVp://thenounproject.com/term/gym/79156/ Slide 19: hVp://thenounproject.com/term/down/36166/ Slide 20: hVp://thenounproject.com/term/dog/24636/ Slide 22: hVp://thenounproject.com/term/map-­‐marker/8806/

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