Integrated Advertising, Promotion, and Marketing Communications Eighth Edition Chapter 1 Integrated Marketing Communications Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Chapter Objectives 1. How does communication take place? 2. What is an integrated marketing communications program? 3. Which trends are affecting marketing communications? 4. What are the components of an integrated marketing communications program? 5. What is meant by GIMC? Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Chapter Overview ‘Highly competitive global marketplace ‘Wide variety of media available ‘Clear communications needed ‘Customers bombarded with communications ‘Integrated advertising and communications Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Lean Cuisine ”Diet’ not popular term ‘New products, new messages ”Frozen, How Fresh Stays Fresh’ ‘Social media -‘Weigh This’ ‘Goal to shed the idea of a ‘diet’ food Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 1.1 Communication Process Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Chick-fil-A Social Media ‘Integrates online with offline ‘Engage customers primary goal ‘Store openings announced via social media ”Cow Appreciation Day’ ”Eat Mor Chikin’ offline advertising Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 1.2 Examples of Communication Noise ‘Talking on the phone during a commercial on television ‘Driving while listening to the radio ‘Looking at a sexy model in a magazine ad and ignoring the message and brand ‘Scanning a newspaper for articles to read ‘Talking to a passenger as the car passes billboards ‘Scrolling past Internet ads without looking at them ‘Becoming annoyed by ads on a social media site ‘Ignoring tweets on Twitter because they are irrelevant ‘Being offended by the message on a flyer for a local business Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Integrated Marketing Communications 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. Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 1.3 The Components of Promotion Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 1.4 Steps of a Marketing Plan ‘Current situational analysis ‘SWOT analysis ‘Marketing objectives ‘Target market ‘Marketing strategies ‘Marketing tactics ‘Implementation ‘Evaluation of performance Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 1.5 Trends Affecting Marketing Communications ‘Emphasis on accountability and measurable results ‘Explosion of the digital arena ‘Integration of media platforms ‘Shift in channel power ‘Increase in global competition ‘Increase in brand parity ‘Emphasis on customer engagement Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Accountability and Measurable Results ‘Want results from marketing budgets ‘Effort led by CEOs, CFOs, and CMOs ‘Advertising agencies expected to deliver results ‘Emerging social media changes communication ‘Emerging alternative methods and media ‘Less reliance on mass TV ads Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Integration of Digital Media ‘Emergence of -Interactive Web sites, blogs, and social networks -Smartphones, tablets ‘Companies shifting expenditures from traditional to digital media ‘Social media allows interaction Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Integration of Media Platforms ‘Consumers integrate platforms -5 hours 16 minutes à non-television screens -4 hours 31 minutes à television ‘Ways consumers integrate media formats —-Content grazing Investigative spider-webbing Quantum journey Social spider-webbing Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 1.6 Pathways Consumers Use to Interact Across Media Devices Source: Based on Mark Walsh, ‘Microsoft Highlights Usage Across Device Pathways,’ Online Media Daily, March 14, 2013, http://www.mediapost.com/publications/article/195786/ Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Changes in Channel Power ‘Retailers —-Control channel Control shelf space Have purchase data Determine products and brands on shelves ‘Consumers -Internet shifts power to consumers -Multiple methods of making purchases Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Increases in Global Competition ‘Information technology and communication has changed the marketplace. ‘Products can be purchased from multiple locations. ‘Customers want both low prices and high quality. ‘Manufacturers and retailers must work together. Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Increase in Brand Parity ‘Brands viewed as being equivalent ‘Consumers select from a group of brands ‘Quality and characteristics less important ‘Price more important ‘Decline in brand loyalty Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Emphasis on Customer Engagement (1 of 2) ‘Marketers seek to engage customers ‘Contact points important ‘Digital media now part of IMC ‘Two-way communication ‘Strive to develop emotional commitment Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Emphasis on Customer Engagement (2 of 2) Understanding customer engagement also applies to nonprofits such as the Red Cross Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 1.7 Five Reasons Why Integrated Marketing Works 1. Unifies strategy and message across channels 2. Streamlines timing 3. Connects with multiple audiences 4. Creates meaningful insights 5. Maximizes impact Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 1.8 Overview of IMC Text Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved International Implications ‘Goal -to coordinate marketing efforts ‘Greater challenge due to national and cultural differences ‘Standardization versus Adaptation ”Think globally, but act locally’ Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Blog Exercises ‘American Eagle ‘Chick-fil-A ‘Integrated Marketing Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Copyright Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved

Mastering the Art of Online Learning: Your Guide to Acing Online Courses

Introduction

In recent years, the popularity of online courses has skyrocketed, offering learners the flexibility to acquire new skills and knowledge from the comfort of their homes. However, succeeding in online courses requires a different approach compared to traditional classroom settings. To help you make the most of your online learning experience, this article presents essential strategies and tips to ace your online courses.

1. Set Clear Goals and Plan Ahead

Before embarking on an online course, establish clear goals and objectives. Determine what you hope to achieve by the end of the course and break down your goals into manageable milestones. Create a study schedule that aligns with your other commitments, ensuring you allocate dedicated time for coursework, assignments, and revision.

2. Create a Productive Study Environment

Establishing a conducive study environment is crucial for online learning success. Find a quiet, well-lit space where you can concentrate without distractions. Remove any potential interruptions, such as notifications from social media or email. Organize your study materials and have a reliable internet connection to ensure seamless access to course materials.

3. Actively Engage in the Course

Active participation is key to mastering online courses. Engage with course materials, including videos, readings, and interactive components. Take comprehensive notes, highlighting key concepts and ideas. Participate in discussion boards, forums, and virtual meetings to interact with instructors and peers, fostering a sense of community and enhancing your understanding of the subject matter.

4. Manage Your Time Effectively

Online courses offer flexibility, but it’s essential to manage your time wisely to avoid falling behind. Create a detailed schedule, allocating specific time slots for coursework, assignments, and studying. Break down larger tasks into smaller, manageable segments to prevent procrastination. Prioritize tasks based on deadlines and dedicate focused time to each one, ensuring consistent progress throughout the course.

5. Develop Effective Communication Skills

Online courses often rely on written communication, making it crucial to hone your skills in this area. Be concise and clear in your written responses, paying attention to grammar and spelling. Actively participate in discussions, asking thoughtful questions and providing constructive feedback to your peers. Regularly check your course emails and notifications, ensuring you stay updated with any important announcements or changes.

6. Utilize Available Resources

Take full advantage of the resources provided by your online course platform and instructors. Familiarize yourself with the learning management system (LMS) and explore its features. Access supplementary materials, such as textbooks, lecture slides, and external resources recommended by instructors. Utilize online libraries, research databases, and tutorial services to deepen your understanding of the subject matter.

7. Stay Motivated and Engaged

Maintaining motivation throughout an online course can be challenging, particularly when faced with competing priorities or a lack of face-to-face interaction. Set short-term goals and reward yourself upon their completion. Connect with fellow learners through virtual study groups or online forums to foster a sense of camaraderie. Regularly remind yourself of the benefits and personal growth associated with completing the course successfully.

8. Seek Support and Clarification

Don’t hesitate to seek support or clarification when needed. Reach out to your instructors for guidance or clarification on course material. Utilize online discussion forums to ask questions or engage in collaborative problem-solving. Leverage the support services provided by your course platform or institution, such as technical support or academic advising.

Conclusion

Online courses present unique opportunities for self-paced learning and personal growth. By setting clear goals, creating a productive study environment, actively engaging with course materials, and managing your time effectively, you can maximize your chances of acing online courses. Remember to stay motivated, seek support when needed, and make the most of the available resources. Embrace the flexibility and adaptability of online learning to achieve your educational goals.