Imc pr+ad
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Imc pr+ad






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Imc pr+ad Imc pr+ad Presentation Transcript

  • A marketing tool for Marcom – PR and Advertising Integrated Marketing Communication
  • The IMC tools
    • Ad
    • PR
    • Personal Selling
    • Dms
    • Sponsership
    • Digital Solutions
    • Sales Promotions
    • Integrated Marketing Communication (IMC):
    • A system of managing and integrating marketing communication elements with the result that all elements adhere to the same message
  • IMC starts with customer understanding
    • Requires careful study of customers’ communication usage pattern and information needs
    • Communication media (contact points) is dictated by the customer’s needs and behavior
    • Involves an outside-in approach to decision making
    • Thus it is also important to use all the brand contacts with the customer
    • Use all forms of communication and all sources of contact
    • Communication media (contact points) is dictated by the customer’s needs and behavior
    • Involves utilization of communication outlets that are appropriate for reaching the target audience
  • In IMC all communication elements should convey the same, unified message, otherwise consumers will be confused
  • Expected output from the use of IMC awareness or attitude changes behavioral changes move people to action
  • Marcom Practice & The IMC Thrust Increased reliance on highly targeted communications methods Expanded efforts to assess return on investment Reduced Dependence in Mass-Media Advertising
  • Brand Knowledge Brand Awareness Brand Image Brand Recognition Brand Recall Types of Association Favorability Strength Uniqueness Associations Attributes Benefits Attitude MARCOM – Enhancing Brand Equity
  • Brand Equity A brand possesses equity to the extent that consumers are familiar with the brand and have stored in memory favorable, strong, and unique brand associations Brand Image Brand Awareness
  • Determining the Strategy Market Objectives Nature of product Life cycle stage Competative stage of market Budget Push vs/ Pull
  • Market
    • Who is the intended market?
    • Business-to-business market or consumer market?
    • Understanding of the product’s target market
  • Objectives
    • What are the objectives?
    • Creation of product category wants or brand preference?
  • Nature of Product
    • What is the nature of the product?
    • Business-to-business products versus consumer goods
  • Life Cycle Stage
    • What is the product life-cycle stage?
    • New product versus a mature product
  • Competative Actions
    • What are competitors doing?
    • Does the competition allow trade allowances and, if so, how large?
  • Budget
    • What is the available budget for promotion?
    • Do we emphasize personal selling or mass advertising?
  • Push vs/ Pull
    • Push
    • Utilizes aggressive trade allowances and personal selling to obtain wholesaler and retailer distribution
    • The product is pushed through the channel
    • Pull
    • Encourages consumer demand for the product to obtain distribution
    • Use of heavy advertising and high value coupons
  • Managing the IMC Process in Marcom
    • Selecting a target market
    • Establising Objectives
    • Formulating a positioning strategy
    • Budgeting
    • Formulation & Implemintation of media strategy
    • Evaluation of communication effectiveness
    Selecting Target Market
  • Selecting a target market
    • Allows marketing communicators to more precisely deliver messages to the target group
    • Attempts to avoid wasting money outside the target market
    • Identify potential target markets in terms of a combination of characteristics that will cause these consumers to act in a similar fashion (demographics, lifestyles etc.)
  • Establising Objectives
    • Objectives must fit within the company’s overall corporate and marketing objectives
    • Must also be realistic and stated in quantitative terms with the amount of projected change and the time duration specified