Escolar Documentos
Profissional Documentos
Cultura Documentos
Integrated Marketing
Communications
Point
Point of
of Public
Public
Publicity
Publicity Packaging
Packaging
Purchase
Purchase Relations
Relations
Internet/
Internet/ Direct
Direct
Interactive
Interactive
Media Marketing Response
Response
Media Marketing
Communications
Communications
Audience
Audience Sales
Sales
Direct
Direct Mail
Mail Promotion
Promotion
Broadcast
Broadcast
Print
Print Media
Media Outdoor
Outdoor Events
Events
Media
Media
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
IMC Principles Extend Worldwide
Sales
Publicity Promotion
Point of
Purchase
Media Packaging
Special Adver-
Events tising Direct
Response
Public
Relations
Interactive
Direct Marketing
Marketing
Sales Direct
Packaging
Promotion Response
Media
Point of
Purchase Adver-
Public
tising Relations
Publicity
Interactive
Marketing Direct
Special
Marketing
Events
From Toward
Media
Media Advertising
Advertising Multiple
Multiple Forms
Forms of
of Communication
Communication
Mass
Mass Media
Media Specialized
Specialized Media
Media
Manufacturer
Manufacturer Dominance
Dominance Retailer
Retailer Dominance
Dominance
General
General Focus
Focus Data
Data Based
Based Marketing
Marketing
Low
Low Agency
Agency Accountability
Accountability Greater
Greater Agency
Agency Accountability
Accountability
Traditional
Traditional Compensation
Compensation Performance
Performance Based
Based Compensation
Compensation
Limited
Limited Internet
Internet Availability
Availability Widespread
Widespread Internet
Internet Availability
Availability
Advertising
Advertising
Direct
Direct Marketing
Marketing
Interactive/
Interactive/
Internet
Internet Marketing
Marketing
Sales
Sales Promotion
Promotion
Publicity/Public
Publicity/Public
Relations
Relations
Personal
Personal Selling
Selling
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Classifications of Advertising
National
National Advertising
Advertising
Retail/Local
Retail/Local Advertising
Advertising
Primary
Primary vs.
vs. Selective
Selective
Demand
Demand Advertising
Advertising
Consumers
Business-to-Business
Business-to-Business Advertising
Advertising
Professional
Professional Advertising
Advertising
Trade
Trade Advertising
Advertising
Organizations
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Great Advertising Can Strike a Responsive
Chord with Consumers
Direct
Direct
Mail
Mail
Direct
Direct
Internet
Internet Response
Response
Sales
Sales Advertising
Advertising
Direct
Direct
Marketing
Marketing
Shopping
Shopping Telemarketing
Telemarketing
Channels
Channels
Cataloging
Catalogs
Cataloging
Catalogs
The
The
Internet
Internet
Educates
Educates or
or AA Persuasive
Persuasive AA Sales
Sales Tool
Tool
Informs
Informs Advertising
Advertising or
or an
an Actual
Actual
Customers
Customers Medium
Medium Sales
Sales Vehicle
Vehicle
Obtains
Obtains Provides
Provides Builds
Builds and
and
Communicates
Communicates
Customer
Customer Customer
Customer Maintains
Maintains
and
and Interacts
Interacts
Database
Database Service
Service and
and Customer
Customer
With
With Buyers
Buyers
Information
Information Support
Support Relationships
Relationships
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
American Airlines Encourages
Customers to Do It All Online
Coupons
Samples Trade
Allowances
Premiums
POP Displays
Contests/Sweepstakes
Training
Refunds/Rebates Programs
Bonus Packs Trade
Shows
Loyalty Programs
Coop
Events Advertising
• Trade-oriented
• Consumer- • [For resellers]
oriented
• [For end-users]
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Various Uses of Sales Promotion
Introduce Get
Get Existing
Existing
Introduce New
New Customers
Customers toto
Products
Products Buy More
Buy More
Combat
Combat Attract
Attract New
New
Competition
Competition Customers
Customers
Sales
Sales
Promotion
Promotion
Enhance
Enhance Maintain
Maintain Sales
Sales In
In
Personal
Personal Selling
Selling Off
Off Season
Season
Tie
Tie In
In Increase
Increase Retail
Retail
Advertising
Advertising & &
Personal Inventories
Inventories
Personal Selling
Selling
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Advertising Versus Publicity
Factor
Factor Advertising
Advertising Publicity
Publicity
Control
Control Great
Great Little
Little
Credibility
Credibility Lower
Lower Higher
Higher
Reach
Reach Measurable
Measurable Undetermined
Undetermined
Frequency
Frequency Schedulable
Schedulable Uncontrollable
Uncontrollable
Cost
Cost High/Specific
High/Specific Low/Unspecified
Low/Unspecified
Flexibility
Flexibility High
High Low
Low
Timing
Timing Specifiable
Specifiable Tentative
Tentative
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Publicity Vehicles
Feature
Feature
Articles
Articles
News
News Interviews
Interviews
Interviews
Releases
Releases Publicity
Publicity
Vehicles
Vehicles
Press
Press Special
Special
Conferences
Conferences Events
Events
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Public Relations Tools
Publicity Special
Vehicles Publications
+
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Integrated Marketing Communications Planning Model
Budget Determination
1.
1. A
A detailed
detailed situation
situation analysis
analysis
2.
2. Specific
Specific marketing
marketing objectives
objectives
3.
3. A
A marketing
marketing strategy
strategy and
and program
program
4.
4. A
A program
program for
for implementing
implementing the
the strategy
strategy
5.
5. A
A process
process for
for monitoring
monitoring and
and evaluating
evaluating performance
performance