Marketing Communications Introduction to Marketing Communications PDF

MARKETING COMMUNICATIONS Introduction to Marketing Communications CHAPTER OVERVIEW Highly competitive global marketplace. Wide variety of media available for communications. Clear communications needed. Emerging trends. Accountability. Change in roles of account executive...

MARKETING COMMUNICATIONS Introduction to Marketing Communications CHAPTER OVERVIEW Highly competitive global marketplace. Wide variety of media available for communications. Clear communications needed. Emerging trends. Accountability. Change in roles of account executives, creatives and brand managers. Development of alternative media. Integrated Marketing Communications 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. The IMC includes all business-to-business, channel, customer, external communications and internal communications COMMUNICATION CHALLENGES FACED BY INTERNATIONAL MARKETERS  Cultural barriers to communications  Cultural variation in symbols  Choosing appropriate communication channels  Translation challenges  Feedback on consumer reactions IMC COMPONENTS  The IMC Foundation  Advertising tools  IMC Media tools  Promotional tools  Integration tools 1-6 COMMUNICATION MIX  Traditional  Price, Product, Distribution, Promotion  Promotion  Advertising  Sales promotions  Personal selling  Additional components  Database marketing  Direct marketing  Sponsorship marketing  Internet marketing  Guerilla marketing  Alternative marketing IMPACT OF CHANGING ENVIRONMENT TO IMC  Information technology  Changes in channel power  Increases in competition  Brand parity  Integration of information  Decline in effectiveness of mass advertising GLOBAL IMC Goal – to coordinate marketing efforts Greater challenge due to national and cultural differences Standardization vs Adaptation “Think globally, but act locally.” ETHICS AND SOCIAL RESPONSIBILITY Morals – beliefs or principles individuals hold about what is right and wrong. Ethics – moral principles that serve as guidelines for individuals and organizations. Code of Ethics Codes of practice CONCERNS AND CRITICISMS OF MARKETING 1. Cause people to buy more than they can afford. 2. Overemphasizes materialism 3. Increases the costs of goods and services. 4. Perpetuates stereotypes 5. Creates offensive advertisements 6. Make unsafe products, such as alcohol and tobacco, seem attractive. 7. Advertising to children is unethical. 8. Prepare deceptive and misleading advertisement 9. Advertising professional service is unethical ETHICAL ISSUES IN MARKETING  Brand infringement  Medical marketing  Gifts and bribery  Spamming and cookies MALAYSIAN COMMUNICATIONS AND MULTIMEDIA COMMISSION (MCMC)  (a) to promote national policy objectives for the communications and multimedia industry; (b) to establish a licensing and regulatory framework in support of national policy objectives for the communications and multimedia industry; (c) to establish the powers and functions for the Malaysian Communications and Multimedia Commission; and (d) to establish powers and procedures for the administration of this Act.  SOCIAL RESPONSIBILITY  Cause-Related Marketing (CRM) and a firm contributes to a particular cause, such as a charity, in direct proportion to specific consumer actions  Green marketing.  Green marketing refers to the ‘development and promotion of products that are environmentally safe’