Professional Documents
Culture Documents
Marketing Communications
IMC is the coordination and
integration of all marketing
communication tools, avenues and
sources within a company into a
seamless program which
maximizes the impact on
consumers and other end-users at
a minimal cost.
1-1
FIGURE 1 .1
Communication Process
1-2
FIGURE 5.6
Global Advertising Expenditures
$1 6 0.0
$5 0 0
$4 3 8
$1 4 0.0 $1 3 4.3 $4 5 0
$4 0 0
$1 2 0.0 $3 5 0
$3 0 0 $2 6 3
$2 3 8 $2 4 9
$1 0 0.0
$2 4 0
$2 5 0
$8 0.0 $2 0 0 $1 6 7 $1 5 7
$1 5 0 $1 2 2 $1 2 3
$6 0.0
$1 0 0
xpenditursB
E
$5 2
lo
$4 0.0 $3 3.2 $5 0
$2 1.6 $0
$1 5.8
$2 0.0 $1 1.1 $8.3 $6.9 $5.4 $5.3 $5.0
$0.0
U nit e d J a p a n G e rm an y U . K . F ra n c e I t a ly B ra zil S pa in C a na d a A u s t ra lia
States
To t al A d v e rt is in g E x p e n d it u re s
A v e r a g e E x p e n d itu r e p er C a p ita
Source: Juliana Koranteng and Normandy Madden, “Ranking of the Top Global Ad Markets,”
Advertising Age International, (May 2000), pp. 17-20.
1-3
TAB LE 5.1
Comparison of B-to-B and Consumer Communications
Expenditures
P rint A ds
R adio A ds
TV A ds
PR
Catalogs
Trade S how s
Direc t M ail
0 5 10 15 20 25 30 35 40 45 50
Percen tag e of T o tal C o m m u n icat io n s B u d get
Cons um e r B-to-B
1-4
Marketing Budgets
Advertising
26%
1-5
Discussion Slide
Advertising Clutter
1-6
FIGURE 1.8
Items to be Included in an IMC Program
• Company logo •Cooperative advertising with other
• Product brand name and company businesses
name •Personal selling pitches
• Carry home bags (paper or plastic) •Sales incentives provided to sales force
1-7
FIGURE 1.6
Factors Affecting the Value of IMC Programs
1-8
FIGURE 1.7
Viewer Activities During TV Commercials
Positive Responses:
•Get amused by the ads (26%)
•Sit and watch commercials (19%)
Negative Responses:
• Get annoyed at the number of ads (52%)
• Get up and do something else (45%)
• Switch channels (39%)
• Talk to others in the room (34%)
• Turn down the sound on TV (19%)
• Read (11%)
• Use the computer (5%)
1-9
Global Integrated
Marketing Communications
1-10
Verbal and Visual Elements
● Central vs Peripheral route processing
● Visual processing
– Easier to recall
– Stored both as pictures and
words
– Concrete vs abstract
● Radio visual imagery
Pepsi radio ads in which listeners hear
a can being opened.
● Visual esperanto
A universal language for global advertising.
e.g. a boy and father at a sport event
1-11
Advertising Appeals
● Fear
● Humor
● Music
● Rationality
● Emotions
1-12
Discussion Slide
FIGURE 7.6
Humorous Ads Quiz
1-14
Emotional Appeals
1-15
This ad for a nonprofit animal rights and rescue group
draws on viewers’ sympathies toward animals.
1-16
Spokespersons
● Celebrities
● CEOs
● Experts
● Typical persons
1-17
FIGURE 8.4
Celebrity Endorsers
1-18
FIGURE 8.6
Principles of Effective Advertising
● Visual consistency.
● Campaign duration.
● Repeated taglines.
● Consistent positioning.
● Simplicity.
● Identifiable selling point.
1-19
Beating Ad Clutter
● Presence of competitor ads.
● Use repetition.
● Use multiple mediums.
● Create ads that gain attention.
● Create ads that relate to the
target audience
●
1-20