IMC Lecture 6

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...pulling together integration

...pulling together integration

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  • 1. 6
  • 2. IMC is a strategic approach to the planned management of an organisation’s communications. IMC requires that organisations coordinate their various strategies, resources and messages in order that it engage coherently and meaningfully with target audiences. the main purpose is to develop relationships with audiences that are of mutual value.
  • 3. it is a new way of looking at the whole, where once we saw only parts such as advertising, public relations, sales promotions, purchasing, employee communications and so forth, to look at it the way the consumer sees it – as a flow of information from indistinguishable sources
  • 4. what do we integrate?
  • 5. Integrating the various tools can lead to synergies in a number of ways - here are some examples: The sales team have an easier job if their product or company is well known as a result of sponsorship or advertising In-store or point-of-sale communications that are consistent with advertising are more effective A promotional campaign that is supported by advertising is generally more successful Direct mailing is more effective when prepared by an awareness-increasing advertising campaign and supported by a sales promotion campaign Public relations, corporate advertising and sponsorship can have synergistic effects on company image-building Websites will be more frequently visited when announced in mass media advertising Advertising for a trade show will be more effective if an incentive is to visit the stand is offered
  • 6. barriers to integration…
  • 7. principal planning tasks 1. who should receive the messages 2. what the messages should say 3. what image of the organisation/brand the audience are expected to retain 4. how much is to be spent 5. how the messages are to be delivered 6. what the desired action(s) of the target audience should be 7. how to control the plan once implemented 8. how to measure what was achieved
  • 8. 1 context analysis 2 promotional objectives 3 promotional strategy 4 coordinated communications mix 5 6 implementation Control and evaluation
  • 9. Sales Promotion Media Direct Marketing Advertising Target Audience Media Personal Selling Media Public Relations
  • 10. Advertising Sales Promotion Public Relations Personal Selling Direct Marketing Ability to deliver a personal message Low Low Low High High Ability to reach a large audience High Medium Medium Low Medium Level of interaction Low Low Low High High Low Medium High Medium Medium Absolute costs High Medium Low High Medium Cost per contact Low Medium Low High High Wastage High Medium High Low Low Size of investment High Medium Low High Medium Ability to target particular audiences Medium High Low Medium High Management’s ability to adjust Medium High Low Medium High Communications Credibility Given by the target audience Costs Control
  • 11. + Level of effectiveness Direct Marketing awareness consideration Purchase Decision Sequence purchase
  • 12. Advertising Sales Promotion Public Relations Personal Selling Direct Marketing Level of control Medium High Low High Medium Level of cost High Medium Low Medium High Level of credibility Low Medium High Medium Medium Level of dispersion - HIGH Low Medium High High Medium Level of dispersion - LOW Medium High High Medium High Primary tasks Differentiate Inform Persuade Differentiate Inform Persuade Reinforce Persuade
  • 13. Determining what has been achieved
  • 14. implementation…
  • 15. …so, what goes in the plan then?