Marketing Communications - Chapter 1

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Marketing Communications - Chapter 1 Overview of Integrated Marketing  CHAPTER 1 Communications © 2010 South-Western, a part of Cengage Learning PowerPoint Presentation by Charlie Cook All rights reserved. The University of West Alabama Eighth Edition Chapter Objectives After reading this chapter you should be able to: 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. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 1–2 Introduction to Marketing Communications Introduction (Marcom) (Marcom) Integrated Marketing Communication (IMC) Programs Business-to-Business Business-to-Consumer Integrated Marcom (B2B) (B2C) B2C&B © 2010 South-Western, a part of Cengage Learning. All rights reserved. 1–3 The Tools of Marketing Communications Table 1.1 1. Media Advertising 5. Trade- and Consumer- 6. Event Marketing and Event Oriented Promotions Sponsorships Sponsorships • TV TV • Trade deals and buying • Sponsorship of sporting • Radio Radio allowances events allowances events • Magazines Magazines • Display and advertising • Sponsorship of arts, fairs, • Newspapers Newspapers allowances and festivals allowances and 2. Direct Response and Direct • Trade shows • Sponsorship of causes Trade Sponsorship Interactive Advertising Interactive • Cooperative advertising Cooperative 7. Marketing-Oriented Public Marketing-Oriented • Direct mail Direct Relations and Publicity Publicity • Samples Samples • Telephone solicitation Telephone 8. Personal Selling • Coupons Coupons • Online advertising Online • Premiums Premiums 3. Place Advertising • Refunds/rebates Refunds/rebates • Billboards and bulletins Billboards • Contests/sweepstakes Contests/sweepstakes • Posters Posters • Promotional games Promotional • Transit ads Transit • Bonus packs Bonus • Cinema ads Cinema • Price-off deals ...