Traditional Approach to Marketing Communications . Sales. Publicity PromotionPoint ofPurchase Media Packaging Special Adver- Events tising Direct Response Public Relations Interactive Direct Marketing Marketing
Contemporary IMC Approach . Sales Direct .Packaging . Promotion Response MediaPoint ofPurchase Adver- Public tising Relations PublicityInteractiveMarketing Direct Special Marketing Events
.. Aerial advertisement:• Airplane pulling banners, Skywriting(1200ft high), & Blimps are the part of it.• Used in Beach, Fair, events & sales promotionMOST AMAZINGPizza hut paid $1million for its 30 ft logo in unmanned Russian Proton Rocket.
.. New Marketing Communications Realities Improvements in Marketers Have Shifted Information Technology Away From Mass Has Led to Marketing Segmented Marketing Less Broadcasting More Narrowcasting
Probably the end of 80s & beginning of 90s was the time when IMC came in the existence.Reason behind the growth of IMC: Stiff Competition Upgrade the quality Upgrade the service Maintain Price Emergence of new technology TV, Internet, Mobile, Public awareness & Convenient
Shifting of advertisement from media to other form like PromotionGrowing Tools of AdvertisementIncreasing Purchase PowerShifting Power from Manufacturer to RetailerRapid Growth of DatabaseDemand for greater accountability from Advertising Agency
Advertising:Any paid form of nonpersonal communication about an organization ,Product, Services, or Idea by an identified sponsor.Like: TV, Radio, Magazine, News PaperAdvertisement Cost per 10 second of IPL:4.5lac- 10lacViewers of IPL : 200 millionViewers of Soccer world cup: 1000 million
Direct Marketing:Here organization communicate directly with the target customer & generate response or transaction.One of the fastest growing sector of USIndian Direct Marketing : 30% growth rateDirect marketing involves database management, direct selling, telemarketing ad & direct response ads.
Interactive Media: It allow for a back and forth flow of information. Here user can participate & modify the form & content of the information they received. Internet is the most advance & sophisticated tools of this interactive marketing. CD, Kiosks, Digital Phone are the some other formOnline search engine like Google, Yahoo are the giant online ad company
American Airlines Encourages Customers to Do It All Online ..
Sales Promotion:Those marketing activities that provides extra value or incentives to the sales force, distributers or the ultimate customer & generate immediate response & increase sales is known as sales promotionIt divided into two partsConsumer oriented activitiesTrade oriented activities
Public Relation:The management function which evaluates public attitudes, & define all the positive & negative point of the company to public.Currently all firm now using PR as integral part of the company. Growth rate of PR in India is about 20%
DuPont Uses Advertising to Enhance Its Corporate Image ..
Personal selling:It is a form of person to person communication in which seller attempts to assist or persuade prospective byres to purchase the company’s product or services or idea.It is good tools for immediate approval or disaproval
IMC Planning Process:As we consider IMC one of the most sophisticated tools for growing any industry, so it required much careful planning for implement. There are several modals to implement IMC planning , but the best planning process is given by American marketing Association.
The IMC Planning Process:• Review of Marketing Plan• Analysis of promotional program situation• Analysis of communication process• Budget determination• Develop IMC Program• Integrate & implement IMC strategies• Monitor, Evaluate & Control IMC Programme