《广告学 Advertising - 整合营销传播IMC》课件-IMC01_V97.ppt

Lecture Presentation Series What is IMC? Factors Contributing to IMC Prominence The IMC Hierarchy Northlich Stolley La Warre Elements of the NSL Model for Success The NSL Leadership Team Cincinnati Bell Inc. Advertising, 2E; OGuinn, Allen, and Semenik (c) 2000 South-Western College Publishing Thomas C. O’Guinn Chris T. Allen Richard J. Semenik IMC Part I IMC 1-1 1 3 2 IMC Communication Voices: Direct response Public relations All other sources General advertising Sales promotion Internet presence Multiple communication voices coalesce to optimize the flow and impact of information IMC 1-2 1. Fragmentation of media 2. Better audience assessment 3. Consumer empowerment 4. Increased advertising clutter 5. Database technology 6. Channel power 7. Accountability Specialized Marketing communication organizations direct marketing agencies sales promotion agencies event management firms public relations firms media organizations IMC 1-3 Mass-media advertising Event participation Internet advertising Sales promotions Direct marketing Publicity Customers / prospects Marketing organization direct marketing agencies sales promotion agencies event management firms Advertising agency research creative strategies production message placement IMC 1-4 Founded 1949, Cincinnati Ohio ‘96 billings exceeded $100 million Notable clients include ChoiceCare/Humana, PG, Metamucil, Millstone Brands, Roto-Rooter, StarKist Is the agency of record for Cincinnati Bell Wireless () IMC 1-5 Relentless pursuit of audience insights that leads to distinctive and preemptive value propositions... Targeted programs that divide and conquer with each constituency Provocative advertising that disrupts the category and causes a chain reaction Compelling demos that deliver memorable visualization benefits Integrated communications that drive home the essence of a