MKT 337

Promotional
Management

Lecture 1
Lecture Download link

https://db.tt/A9xC4xf
https://db.tt/A9xC4xf

Chapter 1
An Introduction to
Integrated
Marketing
Communications

Topics of the
Lecture
1. Rapidly changing media environment
2. The Growth of Advertising and Promotion
3. The Role of Marketing
4. The Idea of Value and Marketing mix
5. Growing Importance of IMC
6. The Promotional Mix
7. IMC Audience Contact Tools
8. Touch Points: Control vs. Impact

Evolution of Advertising

9601279
9601279

Bronze plate for printing an advertisement

Bronze plate for printing an advertisement
for the Liu family needle shop at Jinan,
for the Liu family needle shop at Jinan,
Song Dynasty China.
Song Dynasty China.

Evolution of Advertising

First
First
published
published
onon
April
April
24,
1704,
24,
1704,

The first newspaper advertisement,

The first newspaper advertisement,
an announcement seeking a buyer for
an announcement seeking a buyer for
an Oyster Bay, Long Island, estate, is
an Oyster Bay, Long Island, estate, is
published in the Boston News-Letter.
published in the Boston News-Letter.

Evolution of Advertising

1835
1835

First Billboard Appear

First Billboard Appear

Evolution of Advertising

1890
1890

Does the Logo look

Does the Logo look
Familiar?
Familiar?

Evolution of Advertising

October
October
20,
1930
20,
1930

The first series considered to be

The first
series
considered
to be
a "soap
opera"
was
"soap opera"
PaintedaDreams,
whichwas
debuted
Painted
Dreams,
which
debuted
on October 20, 1930 on Chicago
on October
20, 1930
on Chicago
radio station
WGN.
radio station WGN.

Evolution of Advertising

July
July1,1,
1941
1941

The first television commercial

The
first television
premiered
during a commercial
baseball
premiered
during
a
baseball
game between the Brooklyn
game
between
the Brooklyn
Dodgers
and Philadelphia
Dodgers
Philadelphia
Phillies.It
wasand
purchased
by the
Phillies.It
was
purchased
by the
Bulova company to promote
Bulova
company
to phrase,
promote
their
clocks
with the
their
clocks
withon
the
phrase,
America
Runs
Bulova
America Runs
Time.Bulova
paidon
$9Bulova
for the
Time.Bulova
paid $9 for
the
worlds
first commercial
spot
worlds first commercial spot

Evolution of Advertising

Rapidly Changing Media

Environment

The Growth of Advertising and

Promotion
INTEGRAL PART OF SOCIAL AND ECONOMIC SYSTEMS
- Carefully prepared messages
delivered
d
A e
to carefully targeted audiences
y

l ur
i
s
Six-fold increase
1980 and 2010
o
Da between
p
x
E

NEW MARKETING CHANNELS

- Internet ads (banner ads, videos, webisodes)
- Social media
- Mobile marketing

Rapidly Changing Media

Environment

The Role of Marketing

Advertising&&
Advertising
Promotion
Promotion
Informcustomers
customersofof
Inform
productororservice
service
a aproduct
Convincethem
themofofitsits
Convince
abilitytotosatisfy
satisfytheir
their
ability
wantsororneeds
needs
wants
Helpdevelop
developand
and
Help
sustain
relationships
sustain relationships

Nonprofit
Organizations
Solicit donations
Offer intangible
social and
psychological
satisfactions

What is Marketing?
THE ACTIVITY, SET OF
INSTITUTIONS, AND PROCESSES
FOR
CREATING, COMMUNICATING,
DELIVERING, AND EXCHANGING
OFFERINGS THAT HAVE
VALUE FOR CUSTOMERS, CLIENTS,
PARTNERS, AND SOCIETY AT LARGE

C reate
Communicate
Deliver
alue
V
arget
market
T
Profit

to a

at a

Value & Marketing Mix

CUSTOMERS PERCEPTION
OF ALL THE BENEFITS OF A
PRODUCT OR SERVICE
Weighed against costs of acquiring
and consuming it

BENEFITS CAN BE

Functional

Experiential

Psychological

Marketing Mix

THE FOUR PS
Product
Price
Place
Promotion

Contemporary IMC Approach

Sales
promotion

Packaging

Mass
media
advertising

Point of
purchase
Publicity

Interactive
marketing

Direct
marketing

Direct
response

Public
relations

Special
events

Growing Importance of
IMC
Value of IMC
Avoids duplication of marketing efforts
Synergy among promotional tools
More efficient and effective marketing
Rapidly changing environment
Consumer behavior
Technology
Media consumption behavior
Proliferation of media

The Promotion
Mix

Interactive
Marketing

The Promotion
Advertising
Any paid form of nonpersonal presentation and
promotion of ideas,
goods, or services by an
identified sponsor. Can
reach masses of
geographically dispersed
buyers

Sales
Promotion
Short-term incentives to
encourage the purchase or
sale of a product or service

Mix

The Promotion
Mix
Personal Selling
Personal presentation by
the firms sales force for
the purpose of making
sales and building
customer relationships

Public
Relations
Building good relations with the
companys various publics by
obtaining favorable publicity,
building up a good corporate
image, and handling or heading
off unfavorable rumors, stories,
and events

The Promotion
Mix

Direct
Direct Marketing
Marketing

Direct connections with carefully targeted

Direct connections with carefully targeted
individual consumers to both obtain an
individual consumers to both obtain an
immediate response and cultivate lasting
immediate response and cultivate lasting
customer relationshipsthe use of telephone,
customer relationshipsthe use of telephone,
mail, fax, e-mail, the Internet, and other tools
mail, fax, e-mail, the Internet, and other tools
to communicate directly with specific
to communicate directly with specific
consumers
consumers

Advertising
Classifications
National
National
Retail
Retail // Local
Local
Consumers

Primary
Primary // Selective
Selective Demand
Demand

Business-to-Business
Business-to-Business
Professional
Professional
Trade
Trade

Organizations

Interactive
Marketing
Interactive

media

Internet
Kiosks
Cell

phones

Other

mobile devices

IMC Audience Contact

Tools

Touch-Points: Control Vs.

Impact

IMC
Communicati
on Planning
Model

Promotional Program Situation

Analysis

THANK YOU
YOU
THANK