Chapter 2 - Integrated marketing communication: how marketing communication evolved. The goals of this chapter are: To review the concept of marketing, examining how marketing communications has changed; to introduce and define the concept of integrated marketing communication (IMC); to examine reasons for the increasing importance of IMC;. | Chapter 2 Integrated marketing communication: how marketing communication evolved To review the concept of marketing, examining how marketing communications has changed. To introduce and define the concept of integrated marketing communication (IMC). To examine reasons for the increasing importance of IMC. To explore the concept of integration, its different types and the necessity of integrating the whole organisation, not just the marketing communication tools. To examine how IMC has been implemented and the typical barriers to implementation. Learning objectives Relation to text This slide sets out the chapter’s learning objectives on p. 28 of the text. Tools Marketing evolution IMC as a discipline Integration Relationships and value Marketing mix Advertising Direct marketing Interactive IMC Evolution Sales promotion PR Sponsorship Personal selling Implementation Definition & direction Importance of IMC Barriers Types Integrating the organisation Relation to text This slide presents a mind map of the key topics/concepts covered in Chapter 2 a shown on p. 28. Use of this slide This slide is a transition slide. Air New Zealand Nothing to hide campaign Relation to text This and the next slide provide material contained in the opening vignette (pp. 29-30). Summary overview This slide presents an outline of Air New Zealand’s Nothing to hide campaign which built on the insight that many travellers using discount airlines are often caught out by hidden charges and extras. Air New Zealand’s 2009 campaign objectives were to : hold air New Zealand’s market share leverage the campaign for retail promotional sales convey that air NZ airfare price was all-inclusive—unlike the competition’s build on the airline’s leadership and innovation credentials lift their brand profile in offshore markets, primarily through unpaid media. The underlying premise was that Air New Zealand has nothing to hide; there are no extra fees for services like in-flight drinks, . | Chapter 2 Integrated marketing communication: how marketing communication evolved To review the concept of marketing, examining how marketing communications has changed. To introduce and define the concept of integrated marketing communication (IMC). To examine reasons for the increasing importance of IMC. To explore the concept of integration, its different types and the necessity of integrating the whole organisation, not just the marketing communication tools. To examine how IMC has been implemented and the typical barriers to implementation. Learning objectives Relation to text This slide sets out the chapter’s learning objectives on p. 28 of the text. Tools Marketing evolution IMC as a discipline Integration Relationships and value Marketing mix Advertising Direct marketing Interactive IMC Evolution Sales promotion PR Sponsorship Personal selling Implementation Definition & direction Importance of IMC Barriers Types Integrating the organisation Relation to text This
