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Using Advertising and Promotionto Build Brands
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What are the functional areas ofmarketing communication?
What is the IMC concept and
process? Why is integration so important in
marketing communication?
Chapter Outline
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Two-way Dialogue WithConsumers
Focus on Building LongTerm Relationships With
Consumers
Marketers Use and
Coordinate Many DifferentForms of CommunicationWith Consumers
Two-way Dialogue WithConsumers
Focus on Building LongTerm Relationships With
Consumers
Chapter Perspective: Changing World
Old WorldOld World New WorldNew World
Talking At Consumers
Focus on Winning New
Customers
Marketers Relied Primarily
on Advertising and
Promotions
Talking At Consumers
Focus on Winning New
Customers
Marketers Relied Primarily
on Advertising and
Promotions
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Opening Case:AFLAC
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90% of targeted consumers are nowaware of AFLAC
30% increase in sales
An IMC program featuring:
The Duck as an anchor of consistent
set of one look, one voice messages
The coordinated use of advertising,
public relations, and sales promotion
Only 14% recognized AFLAC brandOnly 14% recognized AFLAC brand
An IMC program featuring:
The Duck as an anchor of consistent
set of one look, one voice messages
The coordinated use of advertising,
public relations, and sales promotion
Opening Case:AFLAC
Challenge:Challenge:
Answer:Answer:
Results:Results:
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What Is a Brand?
Brand:A perception resulting from
experiences with, and information about,
a company or line of products.
Brands Can BecomeBrands Can BecomeVery Familiar to ConsumersVery Familiar to Consumers
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What is Marketing Communication?
Marketing Communication: Creating,
delivering, managing, and evaluating brand
messages which are the information and
experiences that impact how a brand is perceived.
Product
Price
Place
Promotion
Marketing
Promotion is the Primary Focus
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Think About It
IMCHow would you explain IMC to someone?
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Coke: A Successful User of MC to Build a Brand
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Advertising
What Are The Functional Areas Of MC?
Functions
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Tales From the Real World
Since IMC is a relatively young field, even some
professionals in the real world are not quite sure
what it entails. Unfortunately, a lot of people have
the mistaken perception that IMC is simply another
term for advertising.
When you complete this course, hopefully youll add
value in your new job by being able to correctly
explain that IMC is much more than advertising and
by using this knowledge to make your organizationmore profitable.
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CustomerService
Events &Sponsorships
Publicity (PublicRelations)
SalesPromotion
Advertising DirectMarketing
PackagingPersonalSelling
Events &Sponsorships
Publicity (PublicRelations)
SalesPromotion
Advertising DirectMarketing
PackagingPersonalSelling
What Are The Functional Areas Of MC?
Functions
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What Is IMC Media?
IMC Media: The means by
which the various types of
marketing communication
messages are sent and received
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Mail
Newspapers
Magazines
Television Radio
Internet Outdoor
Mail
Internet Outdoor
Magazines
Newspapers
RadioTelevision
Telephone
The Media of IMC
Media
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IMC Concept and Process
IMC Concept: A process for
managing the brand messages
that impact customerrelationships
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IMC In Action: Saturn
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Launch a new car brand
An IMC program featuring:
New Kind of Car Company message
Focus on satisfied owners as part of afamily
No hassle buying and servicing policies
An IMC program featuring:
New Kind of Car Company message
Focus on satisfied owners as part of afamily
No hassle buying and servicing policies
Launch a new car brand
Saturn has successfully developed aunique brand image
Saturn owners feel part of the Saturn family
IMC In Action: Saturn
Challenge:Challenge:
Answer:Answer:
Results:Results:
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Figure 1-1: IMC is an ongoing process
+
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and create asynergy effect
like:
they reinforceeach other
When brandmessages are
integrated
When brandmessages are
integrated
they reinforceeach other
Why Is Integration So Important?
Integration Synergy=
2 2 5+ =
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FedEx Has Done a Good Job ofIntegrating Brand Messages
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Insight: 4 Benefits of IMC
1. It Drives Brand Differentiation
IMC helps make your brand stand out
vs. competitors
2. Brings Greater Accountability
IMC allows you to track sales andprofits based on your brands
relationships with consumers
3. Increases the Level of Trust
IMC focuses on long-term relationships,
not one-time sale4. Provides Internal Focus
IMC focuses on one look, one voice
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IMCStrategy
Final Note: IMC Cuts Through Message Clutter