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IMC is a strategic approach to the plannedmanagement of an organisation’s communications.IMC requires that organisations c...
it is a new way of looking at the whole, where oncewe saw only parts such as advertising, publicrelations, sales promotion...
what do we integrate?
Integrating the various tools can lead to synergies in anumber of ways - here are some examples:The sales team have an eas...
barriers to integration…
principal planning tasks1. who should receive the messages2. what the messages should say3. what image of the organisation...
1 context analysis2 promotional objectives3 promotional strategy4 coordinated communications mix5   implementation6   Cont...
Sales                      Promotion                       Media                                           DirectAdvertisi...
Advertising   Sales       Public      Personal   Direct                                                       Promotion   ...
+                                                Direct MarketingLevel of effectiveness                         awareness ...
Advertising     Sales       Public          Personal    Direct                                             Promotion   Rel...
Determining what has been achieved
implementation…
IMC Lecture 6
IMC Lecture 6
IMC Lecture 6
IMC Lecture 6
IMC Lecture 6
IMC Lecture 6
IMC Lecture 6
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IMC Lecture 6

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Transcript of "IMC Lecture 6 "

  1. 1. 6
  2. 2. IMC is a strategic approach to the plannedmanagement of an organisation’s communications.IMC requires that organisations coordinate theirvarious strategies, resources and messagesin order that it engage coherently andmeaningfully with target audiences. the mainpurpose is to develop relationships withaudiences that are of mutual value.
  3. 3. it is a new way of looking at the whole, where oncewe saw only parts such as advertising, publicrelations, sales promotions, purchasing, employeecommunications and so forth, to look at it the waythe consumer sees it – as a flow of informationfrom indistinguishable sources
  4. 4. what do we integrate?
  5. 5. Integrating the various tools can lead to synergies in anumber of ways - here are some examples:The sales team have an easier job if their product or company is well known as aresult of sponsorship or advertisingIn-store or point-of-sale communications that are consistent with advertising aremore effectiveA promotional campaign that is supported by advertising is generally moresuccessfulDirect mailing is more effective when prepared by an awareness-increasingadvertising campaign and supported by a sales promotion campaignPublic relations, corporate advertising and sponsorship can have synergisticeffects on company image-buildingWebsites will be more frequently visited when announced in mass mediaadvertisingAdvertising for a trade show will be more effective if an incentive is to visit thestand is offered
  6. 6. barriers to integration…
  7. 7. principal planning tasks1. who should receive the messages2. what the messages should say3. what image of the organisation/brand the audience are expectedto retain4. how much is to be spent5. how the messages are to be delivered6. what the desired action(s) of the target audience should be7. how to control the plan once implemented8. how to measure what was achieved
  8. 8. 1 context analysis2 promotional objectives3 promotional strategy4 coordinated communications mix5 implementation6 Control and evaluation
  9. 9. Sales Promotion Media DirectAdvertising Marketing Target Audience Media Media Personal Public Selling Relations
  10. 10. Advertising Sales Public Personal Direct Promotion Relations Selling MarketingCommunicationsAbility to deliver a personal message Low Low Low High HighAbility to reach a large audience High Medium Medium Low MediumLevel of interaction Low Low Low High HighCredibilityGiven by the target audience Low Medium High Medium MediumCostsAbsolute costs High Medium Low High MediumCost per contact Low Medium Low High HighWastage High Medium High Low LowSize of investment High Medium Low High MediumControlAbility to target particular audiences Medium High Low Medium HighManagement’s ability to adjust Medium High Low Medium High
  11. 11. + Direct MarketingLevel of effectiveness awareness consideration purchase Purchase Decision Sequence
  12. 12. Advertising Sales Public Personal Direct Promotion Relations Selling MarketingLevel of control Medium High Low High MediumLevel of cost High Medium Low Medium HighLevel of credibility Low Medium High Medium MediumLevel of dispersion - HIGH Low Medium High High MediumLevel of dispersion - LOW Medium High High Medium HighPrimary tasks Differentiate Persuade Differentiate Persuade Persuade Inform Inform Reinforce
  13. 13. Determining what has been achieved
  14. 14. implementation…
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