乔治·E·贝尔奇-广告与促销：整合营销传播视角（第8版）Chapter01a.pptVIP

An Introduction to Integrated Marketing Communications It’s Google’s World It’s Google’s World Founded in 1998 Delivers relevant search results by favoring pages linked to by other sites Sells ads linked to search keywords Annual revenue exceeds $10 billion Keys to success Simplicity Speed Accuracy Google Adwords Keyword-targeting advertising Text ads at top or side of search results Advertisers compete for top spot Cost is “per click” (CPC) Contextual ads Appear on other relevant Web sites Site-targeted Generates sales and branding Cost is per thousand impressions (CPM) Google Rapidly Expanding Beyond online search advertising Automated purchase of radio ads Magazine and newspaper ad-buying YouTube Google TV Ads Partnership with Nielsen Media Research New varieties of online ads Rapidly Changing Media Environment Increasingly difficult to target audiences communicate effectively Consumers no longer passive recipients They demand more than information From a myriad of sources Integrated Marketing Approach Traditional mass media Television, radio, magazines, newspapers, billboards Now drive consumers to Web sites Online strategies Provide detailed information Be experiential, entertaining, interactive MySpace, YouTube, Facebook, wireless mobile media devices, e-mail The New Look of Advertising Growth of Advertising and Promotion What is Marketing? An organizational function Processes for creating, communicating, and delivering value to customers Managing customer relationships in ways that benefit the organization and its stakeholders The Scion Web Site Consumers can now customizethe car they want to purchase Marketing Mix The four Ps Coordinated Marketing Elements Build Image Traditional Marketing Approach Contemporary IMC Approach Defining IMC Contemporary Perspective of IMC Test Your Knowledge Why are marketers decreasing the use of mass media advertising and increasing the use of integrated marketing communications? A) The mass market has become fragmented.