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  • 1. INTEGRATED MARKETING COMMUNICATIONS Stephen Darori Ph.D.
  • 2. Agenda Integrated Marketing Communications Promotional Mix Marketing Communications Mix Promotion Decision Process Communication Process Three Reasons for IMC
  • 3. Integrated Marketing Communications A company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.
  • 4. Why IMC?
  • 5. Promotional Mix
  • 6. Promotional Mix
  • 7. Marketing Communications Mix • Advertising: – Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor • Sales promotion: – Short-term incentives to encourage purchase or sale of a product or service • Public relations: – Building good relations and corporate image with the company’s publics using publicity, and handling unfavourable events • Personal selling: – Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships • Direct marketing: – Direct communications with targeted individuals to obtain an immediate response and lasting customer relationships
  • 8. Promotion Decision Process Source: walmart.com, target.com, kmart.com; Business 2.0, June 2003
  • 9. Communication Process
  • 10. A Product in the Mature Stage of the PLC
  • 11. Promotion over PLC
  • 12. “Push” Channel Strategy
  • 13. “Pull” Channel Strategy
  • 14. Three Reasons for IMC Media Explosion Consumers Take Over Branding is Everything
  • 15. Media Explosion
  • 16. Consumers Take Over Consumers Take Over
  • 17. Signs that the Consumer is in Control • • • • • • • • Media fragmentation Explosion of cable TV Birth of the Internet TiVo/DVRs Viral Marketing Rise of the Blog Social Networking Consumer Generated Media
  • 18. Three Reasons for IMC: Media Explosion Consumers Take Over Branding is Everything
  • 19. Branding is Everything!
  • 20. Click Here
  • 21. ADAGE More Consumers Make the Switch to Macs Analysts Say Apple's Disciplined Marketing Is Behind Trend, not Just Vista 'Debacle' YORK, Pa. (AdAge.com) -- For a long time, David Alison was a Mac hater. In fact, one of the avatars he used was the face of actor John Hodgman, the PC guy in Apple's "Get a Mac" ads. As a software developer, he was heavily invested in and committed to Windows. While he had been a longtime iPod fan, it hadn't been enough to get him to switch. Gaining converts: But then last year his friends started buying iPhones and making the switch -- "guys like me, who didn't really care for Macs." And when the latest Windows operating system, Vista, came out, "It didn't do anything for me," Mr. Alison said. "The very initial version was really a mess.
  • 22. Summary: Integrated Marketing Communications  The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.
  • 23. Summary Integrated Marketing Communications Promotional Mix Marketing Communications Mix Promotion Decision Process Communication Process Three Reasons for IMC