imc ppt shalvi
TRANSCRIPT
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BY-S H A LV I S H A R M A , K 0 4 0 8 6
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IMC DEFINED
Integrated Marketing Communications (IMC):“is the coordination and integration of all marketing communications tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumer and other end users at a minimal cost.”
Clow and Baack, 2004, p.8
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ELEMENTS OF MARKETING COMMUNICATIONS• Advertising• Sales Promotion• Personal Selling• DRM (Direct Response Marketing)• PR (Public Relations)
We will cover these in more detail…
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NEED FOR IMC
• Market fragmentation has resulted in media fragmentation• Alternative media channels abound
(e.g. mags, cd catalogues, internet sites, kiosks…)• All messages seen as one single message to consumer
NOTE: IMC builds a strong brand identity in the marketplace by tying together and reinforcing all your images and messages.
(Armstrong et. al., 2007, p.470)
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PROMOTION MIX STRATEGIES• PUSH vs. PULL
– PUSHProducer marketing activities to Retailers and Wholesalers who resell to Consumers• Personal selling, trade promotion by producer and personal selling,
advertising and sales promotion by wholesaler/retailer…– PULL
Producer marketing activities directed at consumer to create demand from retailers and wholesalers that then creates demand from producer.• Consumer advertising, sales promotion…
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ADVERTISING• Mass media advertising reaches large
numbers geographically dispersed at low cost per exposure with ability to repeat message with frequency
• PROCESS:1. Set objectives2. Develop strategy
• Message strategy• Message execution
– Slice of life, lifestyle, fantasy, mood, musical, symbolic, technical expertise, scientific, testimonial (see page 478-479)
3. Select media (reach, frequency, impact)4. Evaluate advertising
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SALES PROMOTION
Short term incentives designed by marketers for the purpose of encouraging the purchase of a product.
• Consumer promo tools:– Samples, coupons, rebates, price packs, premiums, ad specialties,
loyalty programs, point-of-purchase displays/demos, and contests/sweepstakes
• Business promo tools:– conventions/trade shows and sales contests
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PERSONAL SELLING
• Involves two way personal communications (compared to other IMC tools that are one-way impersonal)• Organization:
– Territorial, Product, Customer types, Outside vs. inside sales, and team selling
• Process:– Prospect, pre-approach, approach, present, handle objections, close,
follow-up• Relationship Marketing:
– Process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders.
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DRM (DIRECT RESPONE MARKETING)• Mass media marketing in a one-to-one manner.• Requires Database• Forms:
• Telemarketing• Direct Mail• Catalogue Marketing• Direct Response TV (order now)
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PR (PUBLIC RELATIONS)
• Purpose is not to communicate to the market about products but rather to communicate to the company’s publics about the company itself.• Functions:
– Press relations– Product Publicity– Public Affairs– Lobbying– Investor Relations– Development (financial or volunteer support)– Crisis management
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THANK YOU