MD_11F_4040_W11_1103_IMC_Sales_Promotion_Celebrity_Endorsement

MD_11F_4040_W11_1103_IMC_Sales_Promotion_Celebrity_Endorsement

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Unformatted text preview: + MC 4040 ADVERTISING PROBLEMS Integrated Marketing Communication Sales Promotion and Celebrity Endorsement 11/03/2011 Copyright 2011 Yongick Jeong + Todays Agenda IMC Definition Characteristics & Benefits Factors Influencing IMC IMC Tools IMC Tools - Sales Promotion Celebrity Endorsement + Integrated Marketing Communication (IMC) + IMC A concept that recognizes the added value in a program that integrates a variety of strategic disciplines and combines these to provide clarity, consistency, and maximize communication impact. (Schultz, 1992) IMC is coordinating all the promotional and other marketing activities that communicate with customers and other stakeholders + Old World Old World New World New World Talking at/to Consumers (One-way) Talking at/to Consumers (One-way) Focus on winning new customers Focus on winning new customers Marketers relied primarily on advertising and promotions Marketers relied primarily on advertising and promotions Talking at/to Consumers (One-way) Talking at/to Consumers (One-way) Focus on winning new customers Focus on winning new customers Marketers relied primarily on advertising and promotions Marketers relied primarily on advertising and promotions Trends That Created IMC + IMC and Its Characteristics All messages communicated in different media through different marketing communication tools are interrelated Physical and psychological continuity The focus is NOT on developing a creative ad that simply attracts attention or gets an audience to laugh. It should be designed to achieve specific strategic goals (e.g., sales, market share, profit, brand equity). + Factors Affecting the Value of IMC Increase ad cost Fragmented audience Other marketing opportunities New media and new technology (e.g., DVR) Decrease in cost of database marketing Many of products have nearly identical benefits for consumers + IMC helps make your brand stand out IMC allows you to track sales and profits based on your brands relationships with consumers IMC focuses on long-term relationships, not one-time sale or transaction IMC focuses on _________________ Benefits of IMC + Persuasion & IMC + Persuasion Model Persuasion is the act of creating changes in beliefs, attitudes, and behaviors A classic persuasion model is Explain different levels of consumer response to marketing communications + IMC Strategic Tools + Public Relations...
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MD_11F_4040_W11_1103_IMC_Sales_Promotion_Celebrity_Endorsement

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