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An Introduction to Integrated Marketing CommunicationsAn Introduction to Integrated Marketing Communications© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The Growth of Advertising and PromotionExpenditure in Billions of Dollars$0 $50 $100 $150 $200 $250 $300AdvertisingOutside U.S.U.S. SalesPromotionU.S. Advertising20021980© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin IMC–Audience Contact PointsMarketing Communications AudienceMarketing Communications AudiencePoint of PurchasePoint of PurchasePublicityPublicityPublic RelationsPublic RelationsPackagingPackagingDirectResponseDirectResponseSales PromotionSales PromotionEventsEventsOutdoorOutdoorBroadcast MediaBroadcast MediaPrint MediaPrint MediaDirect MailDirect MailInternet/InteractiveMediaInternet/InteractiveMedia© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin IMC Principles Extend Worldwide+© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Point ofPurchasePublicityPublicRelationsDirectMarketingInteractiveMarketingSpecialEventsPackagingSalesPromotionDirectResponseTraditional Approach to Marketing CommunicationsMediaAdver-tising© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Contemporary IMC ApproachPoint ofPurchasePublicityInteractiveMarketingPublicRelationsDirectMarketingSpecialEventsPackagingSalesPromotionDirectResponseMediaAdver-tising© 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 Traditional CompensationTraditional CompensationPerformance Based Compensation Performance Based Compensation Traditional CompensationTraditional CompensationPerformance Based Compensation Performance Based Compensation Media AdvertisingMedia AdvertisingMultiple Forms of CommunicationMultiple Forms of CommunicationMass MediaMass MediaSpecialized MediaSpecialized MediaManufacturer DominanceManufacturer DominanceRetailer DominanceRetailer DominanceGeneral FocusGeneral FocusData Based MarketingData Based MarketingLow Agency AccountabilityLow Agency AccountabilityGreater Agency AccountabilityGreater Agency AccountabilityLimited Internet AvailabilityLimited Internet AvailabilityWidespread Internet AvailabilityWidespread Internet AvailabilityMedia AdvertisingMedia AdvertisingMultiple Forms of CommunicationMultiple Forms of CommunicationMass MediaMass MediaSpecialized MediaSpecialized MediaManufacturer DominanceManufacturer DominanceRetailer DominanceRetailer DominanceGeneral FocusGeneral FocusData Based MarketingData Based MarketingLow Agency AccountabilityLow Agency AccountabilityGreater Agency AccountabilityGreater Agency AccountabilityMarketing Revolution and Shifting TidesFrom Toward© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Dell Focuses on Building a Relationship With Customers+© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin IMC and BrandingBrand Identity is a combination of factors: Name, logo, symbols, design, packaging, product or service performance, and image or associations in the consumer’s mind.Brand Identity is a combination of factors: Name, logo, symbols, design, packaging, product or service performance, and image or associations in the consumer’s mind.2003 Brand Value(Billions of Dollars)1. Coca-Cola $70.52. Microsoft $65.13. IBM $51.84. GE $42.35. Intel $31.16. Nokia $29.47. Disney $28.08. McDonald’s $24.79. Marlboro $22.210. Mercedes $21.4IMC plays a major role in the process of developing and sustaining brand identity and equity.IMC plays a major role in the process of developing and sustaining brand identity and equity.© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 123doc.vn