tài liệu truyền thông - chap01 - tổng quan về thị tích hợp truyền thông

© 2010 South-Western, a part of Cengage Learning
All rights reserved.
PowerPoint Presentation by Charlie Cook
The University of West Alabama
CHAPTER
1
Eighth Edition
Overview of Integrated Marketing
Communications
1. Appreciate the practice of marketing communications and
recognize the marcom tools used by practitioners.
2. Describe the philosophy and practice of integrated marketing
communications (IMC).
3. Understand the five key features of IMC.
4. Recognize the activities involved in developing an integrated
communications program.
5. Identify obstacles to implementing an IMC program.
6. Understand and appreciate the components contained in an
integrative model of the marcom decision-making process.
Chapter Objectives
After reading this chapter you should be able to:
© 2010 South-Western, a part of Cengage Learning. All rights reserved. 1–2
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 1–3
Introduction to Marketing Communications
Introduction to Marketing Communications
(Marcom)
(Marcom)
Business-to-Consumer
(B2C)

Business-to-Business
(B2B)
Integrated Marcom
B2C&B
Integrated Marketing
Communication (IMC)
Programs
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 1–4
The Tools of Marketing Communications
Table 1.1
Source: Adapted from Figure 1.1 in Kevin Lane Keller, “Mastering the Marketing Communications Mix: Micro and Macro Perspectives
on Integrated Marketing Communication Programs,” Journal of Marketing Management 17 (August, 2001), 823–851.
1.
1.
Media Advertising
Media Advertising
•
•
TV
TV
•
•
Radio
Radio
•
•
Magazines
Magazines

•
•
Newspapers
Newspapers
2.
2.
Direct Response and
Direct Response and
Interactive Advertising
Interactive Advertising
•
•
Direct mail
Direct mail
•
•
Telephone solicitation
Telephone solicitation
•
•
Online advertising
Online advertising
3.
3.
Place Advertising
Place Advertising
•
•
Billboards and bulletins
Billboards and bulletins

•
•
Posters
Posters
•
•
Transit ads
Transit ads
•
•
Cinema ads
Cinema ads
4.
4.
Store Signage and Point-of-
Store Signage and Point-of-
Purchase Advertising
Purchase Advertising
•
•
External store signs
External store signs
•
•
In-store shelf signs
In-store shelf signs
•
•
Shopping cart ads
Shopping cart ads

•
•
In-store radio and TV
In-store radio and TV
5.
5.
Trade- and Consumer-
Trade- and Consumer-
Oriented Promotions
Oriented Promotions
•
•
Trade deals and buying
Trade deals and buying
allowances
allowances
•
•
Display and advertising
Display and advertising
allowances
allowances
•
•
Trade shows
Trade shows
•
•
Cooperative advertising
Cooperative advertising

•
•
Samples
Samples
•
•
Coupons
Coupons
•
•
Premiums
Premiums
•
•
Refunds/rebates
Refunds/rebates
•
•
Contests/sweepstakes
Contests/sweepstakes
•
•
Promotional games
Promotional games
•
•
Bonus packs
Bonus packs
•
•

Price-off deals
Price-off deals
6.
6.
Event Marketing and
Event Marketing and
Sponsorships
Sponsorships
•
•
Sponsorship of sporting
Sponsorship of sporting
events
events
•
•
Sponsorship of arts, fairs,
Sponsorship of arts, fairs,
and festivals
and festivals
•
•
Sponsorship of causes
Sponsorship of causes
7.
7.
Marketing-Oriented Public
Marketing-Oriented Public
Relations and
Relations and

Publicity
Publicity
8.
8.
Personal Selling
Personal Selling
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reserved. 1–5
The Integration of Marketing
The Integration of Marketing
Communications
Communications
•
Why Not Integrated?
Why Not Integrated?

Tradition of separation communication tools
Tradition of separation communication tools

Influence of specialized outside suppliers
Influence of specialized outside suppliers

Managerial parochialism
Managerial parochialism

Fear of budget cutbacks
Fear of budget cutbacks

Loss of power and authority

Loss of power and authority

Resistance of outside suppliers to broadening their
Resistance of outside suppliers to broadening their
functions
functions

Skeptics who consider IMC to be a fad
Skeptics who consider IMC to be a fad
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 1–6
The Integration of Marketing
The Integration of Marketing
Communications (cont’d)
Communications (cont’d)
•
IMC and Synergy
IMC and Synergy

Using multiple communication tools in conjunction
Using multiple communication tools in conjunction
with one another can produce greater results
with one another can produce greater results
(
(
synergistic effects
synergistic effects
) than tools used individually and
) than tools used individually and

in an uncoordinated fashion.
in an uncoordinated fashion.
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 1–7
And Now a Definition of IMC
And Now a Definition of IMC
•
Integrated Marketing Communications (IMC)
Integrated Marketing Communications (IMC)
•
Is a communications process for planning, creation, integration,
Is a communications process for planning, creation, integration,
and implementation of diverse forms of marcom delivered to a
and implementation of diverse forms of marcom delivered to a
brand’s targeted customers and prospects
brand’s targeted customers and prospects
•
Has as its goal influencing or affecting behavior of targeted
Has as its goal influencing or affecting behavior of targeted
audience
audience
•
Considers all touch points a customer/ prospect has with the brand
Considers all touch points a customer/ prospect has with the brand
as potential delivery channels for messages
as potential delivery channels for messages
•
Requires that all of a brand’s communication media deliver a
Requires that all of a brand’s communication media deliver a

consistent message
consistent message
•
Has customer/prospect as its starting point for determining types of
Has customer/prospect as its starting point for determining types of
messages and media to inform, persuade, and induce action
messages and media to inform, persuade, and induce action
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 1–8
Five Key Features of IMC
Table 1.2
Table 1.2
1. Start with the customer or prospect.
2. Use any form of relevant contact or touch point.
3. Speak with a single voice.
4. Build relationships.
5. Affect behavior.
© 2010 South-Western, a part of
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reserved. 1–9
Key IMC Feature # 1
Key IMC Feature # 1
•
The Consumer or Business Customer Must
The Consumer or Business Customer Must
Represent the Starting Point for All Marketing
Represent the Starting Point for All Marketing
Communications Activities
Communications Activities

•
Takeaway:
Takeaway:

Consumers in Control
Consumers in Control

Outside-in approach: learn the media preferences and
Outside-in approach: learn the media preferences and
lifestyles of customers/prospects to know the best contexts
lifestyles of customers/prospects to know the best contexts
to reach them with brand messages.
to reach them with brand messages.

Reduced Dependence on Mass Media
Reduced Dependence on Mass Media

Consumers are increasingly in control of their media choices
Consumers are increasingly in control of their media choices
for acquiring information about brands.
for acquiring information about brands.
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reserved. 1–10
Selecting the Appropriate Marcom Tools
Selecting the Appropriate Marcom Tools
Identify Marcom
Program Goals
Determine Best
Way to Allocate

Marketing Budget
Media-Neutral
Approach
Courtesy of WISK®, Unilever United States, Inc.
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 1–11
Key IMC Feature # 2
Key IMC Feature # 2
•
Use Any and All Marcom Tools
Use Any and All Marcom Tools
That Are Up to the Task
That Are Up to the Task
•
Takeaway:
Takeaway:

360-Degree Branding
360-Degree Branding

A brand’s
A brand’s
touch points
touch points
should be
should be
everywhere the target audience is.
everywhere the target audience is.


Not All Touch Points
Not All Touch Points
Are Equally Engaging
Are Equally Engaging

Surround customers/prospects
Surround customers/prospects
with the message, but not to the
with the message, but not to the
point of being irritatingly present.
point of being irritatingly present.
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 1–12
Key IMC Feature # 3
Key IMC Feature # 3
•
Multiple Messages Must Speak
Multiple Messages Must Speak
with a Single Voice
with a Single Voice
•
Takeaway:
Takeaway:

A brand’s positioning statement must:
A brand’s positioning statement must:

Present a clear idea of the
Present a clear idea of the

brand in its target market’s mind
brand in its target market’s mind

Consistently deliver the same
Consistently deliver the same
unified message across all
unified message across all
media channels on all occasions.
media channels on all occasions.
© Richard B. Levine / Newscom
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 1–13
Key IMC Feature # 4
Key IMC Feature # 4
•
Build Relationships Rather
Build Relationships Rather
Than Engage in Flings
Than Engage in Flings
•
Takeaway:
Takeaway:

Loyalty programs
Loyalty programs
promote long-
promote long-
term relationships between
term relationships between

customers and brands that lead
customers and brands that lead
to customer retention.
to customer retention.

Experiential marketing programs
Experiential marketing programs


can create brand experiences
can create brand experiences
that make positive and lasting
that make positive and lasting
impressions on customers.
impressions on customers.
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 1–14
Key IMC Feature # 5
Key IMC Feature # 5
•
Don’t Lose Focus of the Ultimate Objective:
Don’t Lose Focus of the Ultimate Objective:
Affect Behavior
Affect Behavior
•
Takeaway:
Takeaway:

The goal of IMC is to influence the target audience in

The goal of IMC is to influence the target audience in
such a way that the audience engages in a specific
such a way that the audience engages in a specific
desired behavior.
desired behavior.

The effectiveness of an IMC program is judged by its
The effectiveness of an IMC program is judged by its
success in terms of its ultimate influence on behavior.
success in terms of its ultimate influence on behavior.
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reserved. 1–15
Obstacles to Implementing IMC
Obstacles to Implementing IMC
•
Integration requires tight coordination among all
Integration requires tight coordination among all
elements of a marcom program.
elements of a marcom program.

Few providers of marketing communication services
Few providers of marketing communication services
have the diversity of skills required to execute an IMC
have the diversity of skills required to execute an IMC
program.
program.

Direct-to-customer advertising is more difficult than a
Direct-to-customer advertising is more difficult than a

mass media campaign.
mass media campaign.

The greatest challenge is making sure that all
The greatest challenge is making sure that all
marcom tools are consistently executed.
marcom tools are consistently executed.
© 2010 South-Western, a part of
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reserved. 1–16
Marketing Communications
Marketing Communications
•
Marketing Communications’ Objective
Marketing Communications’ Objective

To enhance brand equity by moving customers to
To enhance brand equity by moving customers to
favorable action toward the brand—trying it, repeat
favorable action toward the brand—trying it, repeat
purchasing it, and becoming loyal toward the brand.
purchasing it, and becoming loyal toward the brand.
•
Brand Equity
Brand Equity

The degree to which consumers favorably perceive
The degree to which consumers favorably perceive
the brand’s features and benefits as compared to
the brand’s features and benefits as compared to

competitive brands and how strongly these views are
competitive brands and how strongly these views are
held in memory
held in memory
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 1–17
Making Brand-Level Marcom Decisions and Achieving
Desired Outcomes
Figure 1.1
Figure 1.1
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Cengage Learning. All rights
reserved. 1–18
Fundamental Marcom Decisions
Fundamental Marcom Decisions
Targeting
Positioning
Setting
Objectives
Budgeting
Fundamental
Marcom Program
Decisions
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Cengage Learning. All rights
reserved. 1–19
Fundamental Marcom Decisions (cont’d)
Fundamental Marcom Decisions (cont’d)
Top-down

(TD)
Bottom-up/Top-down
(BU/TD)
Top-down/Bottom-up
(TD/BU)
Bottom-up
(BU)
Budgeting
Procedures
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Cengage Learning. All rights
reserved. 1–20
Fundamental Marcom Decisions:
Fundamental Marcom Decisions:
Commit-to-Memory Mantra
Commit-to-Memory Mantra
1. Directed to a specific
target market
2. Clearly positioned
3. Created to achieve
a specific objective
4. Undertaken within
budget constraints
All marketing
communications
should be:
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Cengage Learning. All rights
reserved. 1–21
Marcom Implementation Decisions

Marcom Implementation Decisions
Mixing
Elements
Creating
Messages
Selecting
Media
Establishing
Momentum
Marcom Program
Implementation
Decisions
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reserved. 1–22
A Buy-One-
Get-One-Free
Promotion
Figure 1.2
Figure 1.2
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reserved. 1–23
Marcom Outcomes
Marcom Outcomes
Enhancing
Brand Equity
Affecting
Behavior
Marcom

Outcomes
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reserved. 1–24
Marcom Program Evaluation
Marcom Program Evaluation
Measuring Results
for Accountability
Behavioral
Impact
Communication
Outcomes
Providing
Feedback
Taking Corrective
Action
Greater Investment
Different
Communication
Combinations
Revised Strategy
Revised Allocations
Marcom Program
Implementation