tailieunhanh - An Introduction to Integrated Marketing Communications

Brand identityis a combination of factors: Name, logo, symbols, design, packaging, product or service performance, and image or associations in the consumer’s mind. a major role in the process of developing and sustaining brand identity and equity. | AnAn IntroductionIntroduction toto IntegratedIntegrated MarketingMarketing CommunicationsCommunications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The Growth of Advertising and Promotion Expenditure in Billions of Dollars . Advertising . Sales 2002 Promotion 1980 Advertising Outside . $0 $50 $100 $150 $200 $250 $300 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin IMC–Audience Contact Points PointPoint ofof PublicPublic PublicityPublicity PackagingPackaging PurchasePurchase RelationsRelations Internet/Internet/ Direct Interactive Direct Interactive Response MediaMedia MarketingMarketing Response CommunicationsCommunications AudienceAudience SalesSales DirectDirect MailMail PromotionPromotion PrintPrint BroadcastBroadcast OutdoorOutdoor EventsEvents MediaMedia MediaMedia © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin IMC Principles Extend Worldwide + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Traditional Approach to Marketing Communications Sales Publicity Promotion Point of Purchase Media Packaging Special Adver- Events tising Direct Response Public Relations Interactive Direct Marketing Marketing © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Contemporary IMC Approach Sales Direct Packaging Promotion Response Media Point of Purchase Adver- Public tising Relations Publicity Interactive Direct Marketing Special Marketing Events © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The US Army Uses TV Advertising as Part of Its IMC Program *Click outside of the video screen to advance to the next slide © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Marketing Revolution and Shifting Tides From Toward MediaMedia AdvertisingAdvertising MultipleMultiple FormsForms ofof CommunicationCommunication MassMass MediaMedia SpecializedSpecialized MediaMedia ManufacturerManufacturer DominanceDominance RetailerRetailer DominanceDominance GeneralGeneral FocusFocus DataData BasedBased MarketingMarketing LowLow AgencyAgency .