Plan de marketing coca cola

Integrated Marketing Communications (IMC)

2009-2010

Integrated Marketing g g Communications. Introduction

David Ruiz de Olano (2010) druiz@dbs.deusto.es

Today´s Objectives
1. 2. 2 3. 4. Introduce myself Talk b T lk about evaluation, yes there is a grade! l i h i d ! Introduces yourselves Start the course

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David Ruiz de Olano

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Integrated Marketing Communications (IMC)2009-2010

Exercise
• You have to present yourself to the class • You have 5 minutes to think about it • Start thinking now, sequence will be random

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Today´s objectives
1. 2. 3. 4. Recognize the critical role communication plays in i marketing programs k ti Review the nature of the communication process Apply a communication model to marketing issues Discover the nature of atotally integrated advertising and marketing communications approach h Expand the concept of integrated marketing communications to the global level

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David Ruiz de Olano

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Integrated Marketing Communications (IMC)

2009-2010

Chapter Outline
1. 2. 2 3. 4. Introduction. Today’s marketplace Communication theory. Communication process C i ti th C i ti Marketing communicationstheories Integrated marketing communications
a. b. c. d. d e. The marketing plan Marketing actions Promotion mix IMC components Key issues in an IMC system

5. 6.

Trends impacting IMC Global IMC

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Chapter Outline
1. 2. 2 3. 4. Introduction. Today’s marketplace Communication theory. Communication process C i ti th C i ti Marketing communications theories Integrated marketingcommunications
a. b. c. d. d e. The marketing plan Marketing actions Promotion mix IMC components Key issues in an IMC system

5. 6.

Trends impacting IMC Global IMC

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David Ruiz de Olano

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Integrated Marketing Communications (IMC)

2009-2010

1. Introduction. Today’s marketplace
• Global marketplace • Too many competitors battling for customers in a rapidly changing environment •Wide variety of media and ways of reaching consumers Cluttered market conditions Clear communications needed • Two major marketing communication trends: Accountability Change in tasks and roles (Account executives, Brand managers, Creatives…) Development of alternative media + CRISIS!
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1. Introduction. Today’s marketplace
Spanish Advertising Market (2008)

TOTAL ≈ 15.000 EUR mln (‐11% YoYvs 2007)
Source: Asociación Española de Agencias de Publicidad - AEAP

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David Ruiz de Olano

4

Integrated Marketing Communications (IMC)

2009-2010

1. Introduction. Today’s marketplace
Spanish Advertising Market (2008)

TOTAL ≈ 15.000 EUR mln (‐11% YoY vs 2007)
Source: Asociación Española de Agencias de Publicidad - AEAP

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1. Introduction. Today’s marketplaceCrisis?

TOTAL ≈ 15.000 EUR mln (‐11% YoY vs 2007)
Source: INFOADEX 2009, % SPANISH GDP

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David Ruiz de Olano

5

Integrated Marketing Communications (IMC)

2009-2010

Chapter Outline
1. 2. 2 3. 4. Introduction. Today’s marketplace Communication theory. Communication process C i ti th C i ti Marketing communications theories Integrated marketing communications
a. b. c. d. d e.The marketing plan Marketing actions Promotion mix IMC components Key issues in an IMC system

5. 6.

Trends impacting IMC Global IMC

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2. Communication theory. Communication Process
Noise

Sender (Source)

Message

Channel: Medium

Receiver: Consumer

Encoding

Transmission
Feedback

Decoding

Noise
Source: Schiffman & Kanuk (2007)

Noise
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David Ruiz deOlano

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Integrated Marketing Communications (IMC)

2009-2010

Example. Communication noise in television advertising

Source: Clow & Baack (2007)

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Noise
• How many ads were you exposed to during the last 24 hours from the following media? Television l i i Radio Magazines Newspapers Billboards Internet Web sites • How many ads can you recall from each of the above...