Marketing 14Marketing 14

Integrated Marketing Integrated Marketing CommunicationCommunication

14.114.1

Integrated Marketing Communications -- 14

Goal of promotion Promo mix Objectives and budgets AIDA IMC

Four Ps of PromotionFour Ps of Promotion

PPaid Advertisingaid Advertising (Reach) (Reach)

PPublic Relations ublic Relations (Credibility)(Credibility)

Sales Sales PPromotion romotion (events, coupons, etc.)(events, coupons, etc.)

PPersonal Selling ersonal Selling (Personal and Interactive) (Personal and Interactive)

Also known as the IMC MixAlso known as the IMC Mix

14.214.2

IMCIMC What is it?What is it?

– Using all 4 promotion PsUsing all 4 promotion Ps– SynergySynergy

ConsistentConsistentComplementaryComplementary InteractiveInteractive

Why is it used? Why is it used? (p.484)(p.484)

Educate CustomersEducate CustomersMaintain ImageMaintain ImageReach MassesReach Masses Stimulate SalesStimulate SalesBuild Relationships Build Relationships

14.314.3

Goals and Tasks of PromotionGoals and Tasks of Promotion

InformingInforming

PersuadingPersuading

RemindingReminding

14.414.4

IMC ObjectivesIMC Objectives

Build Brand EquityBuild Brand Equity

Provide InformationProvide Information

Manage Demand & Build SalesManage Demand & Build Sales

Differentiate ProductsDifferentiate Products

Influence Perceptions, Attitudes, & Influence Perceptions, Attitudes, & BehaviorBehavior

Figure1: Brand Equity Strategy – A Schematic

IMCStrategy

BrandEquity

Brand IdentityStrategy

Brand

IdentityContacts

Brand

EquityContacts

Brand IdentityInterface

Brand EquityInterface

Environment, competitors’ brands, and changing customer needs and preferences

Communication Process

Top Management

Support

IMC SynergyConstructs

• Consistency

• Interactivity

•Complementarity

Brand Equity• Awareness• Image

InternalMarket

Orientation

Brand Identity

OrientedCulture

IMCEffectiveness

Brand Identity Contact Factors

Brand Equity Contact Factors

Figure 2: A Conceptual Framework

14.514.5

Promotion goal:

Move consumers through AIDA– Awareness/Attention

– Interest

– Desire

– Action

14.614.6

Factors Affecting the Promotional MixFactors Affecting the Promotional Mix Nature of the productNature of the product

Consumer vs. BusinessConsumer vs. BusinessRiskRisk

Target marketTarget market Informed, brand loyal, scattered Informed, brand loyal, scattered Adv. Adv.

Push vs. pull strategyPush vs. pull strategy Product life cycle stageProduct life cycle stage

Stimulating Primary vs. Secondary DemandStimulating Primary vs. Secondary DemandLoyaltyLoyaltyReminderReminder

Available fundsAvailable funds Type of Buying Decision Type of Buying Decision (Complexity, Involvement)(Complexity, Involvement)