The document provides an overview of integrated marketing communications (IMC). It defines IMC as a planning concept that evaluates various communication disciplines and combines them to provide clarity, consistency and maximum impact. The document discusses two key ideas in IMC - one-voice marketing communications and integrated communications. It also outlines various IMC tools including advertising, direct marketing, interactive marketing, sales promotion, publicity/PR and personal selling. The document concludes by discussing promotional management and models that help conceptualize the buying process.
2. Definition of Integrated
Marketing Communications
īA concept of marketing communications planning that
recognizes the added value of a comprehensive plan that
evaluates the strategic roles of a variety of communication
disciplines and combines these disciplines to provide
clarity, consistency and maximum communications
impact (through the seamless integration of discrete
messages).
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3. IDEAS INVOLVED IN IMC
APPROACH
Despite the increasing use of the term IMC approach by both
practitioners and academics in recent years, there is little
agreement on what the term actually means. According to
one recent review, at least two related ideas are involved :
īOne-voice Marketing Communications
īIntegrated Communications
īThe different elements of the communications mix have to
be used in a way that the strengths of one are used to offset
the weakness of another.
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4. īOne-voice Marketing Communications As consumers
increasingly being to be addressed by the same
marketer in a variety of different ways ( i.e. through 5
tools of promotion) - there is a need to ensure a
consistency of positioning, message, and tone across
these different media. These different communications
must reach consumers with one voice.
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5. īII. Integrated Communications
īA marketerâs consumer communications need not only to raise brand
awareness, or create or change brand preference and image, or to get
sales trial or repurchase, but to do all of the above at the same time.
Increasing image without getting a sales result is not good enough and
getting short-term sales (e.g. via sales promotion) at the expense of a
brandâs long-term image is also courting disaster. Thus , all marketing
communications should attempt to simultaneously achieve targeted
communication goals (e.g. raising attitudes or building image) and lead
to some behavioral action (e.g. trial or repurchase).
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6. The Marketing & Promotional Mixes
īMarketing Mix:
âĸ Product or Service
âĸ Pricing
âĸ Channels of Distribution
âĸ Promotion
īPromotional Mix:
âĸ Advertising
âĸ Direct Marketing
âĸ Interactive/internet marketing
âĸ Sales Promotion
âĸ Publicity/Public Relations
âĸ Personal Selling
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7. Corporate Level Message Sources
Administration Manufacturing/ Marketing Finance Human
Legal
Operations Resources
Cross-Functional Brand Equity (IM)
Team
Marketing Level Message Sources
Product Price Marketing Distribution
Mix Mix Communication Mix
Cross-Functional IMC Team
Marketing Communication Level Message Sources
Personal Adver- Sales Direct Public Pack- Events
Sales tising Promotion Marketing Relations aging
Interactivity
Other Stakeholders
Employees
Investors
Financial Community
Government
Regulators
Customers
Distributors
Suppliers
Competition
Consumers
Local Community
Media
Interest Groups
Communication-Based Marketing Model
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8. Communication Levels
īCorporate Level
Messages sent by a companyâs overall business practices
and philosophies such as mission, labor practices,
philanthropies, culture and other processes
īMarketing Level
Messages sent by or inferred from by various aspects of
marketing mix such as product performance, design,
appearance, pricing and distribution
īMarketing Communication Level
Strategic and executional consistency among all forms of
marketing communication
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9. Reasons For Growing Importance of IMC
īShift from media advertising to other forms of marketing
communication
īMovement away from advertising focused- approaches
that emphasize mass media
īShift in power from manufacturers to retailers
īRapid growth of database marketing
īDemands for greater ad agency accountability
īChanges in agency compensation
īRapid growth of the Internet
īIncreasing importance of branding
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10. IMC Communication Tools
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IMC Communication Tools
Advertising
Direct
Marketing
Interactive/
Internet Marketing
Sales
Promotion
Publicity/Public
Relations
Personal
Selling
11. Any paid form of non-personal communication about an
organization, product, service, idea or cause by an identified
sponsor.
Any paid form of non-personal communication about an
organization, product, service, idea or cause by an identified
sponsor.
Advertising
īDisadvantages of
advertising
īHigh costs of producing and
running ads
īCredibility problems and
consumer skepticism
īClutter
īDifficulty in determining
effectiveness
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ī§ Advantages of advertisingAdvantages of advertising
â Advertiser controls theAdvertiser controls the
messagemessage
â Cost effective way toCost effective way to
communicate with largecommunicate with large
audiencesaudiences
â Effective way to create brandEffective way to create brand
images and symbolicimages and symbolic
appealsappeals
â Often can be effective way toOften can be effective way to
strike responsive chord withstrike responsive chord with
consumersconsumers
12. Classifications of Advertising
īAdvertising to Consumer Markets
īNational advertising
īRetail/local advertising
īAdvertising to increase demand
īPrimary demand for the product category
īSelective demand for a specific brand
īAdvertising to Consumer Markets
īNational advertising
īRetail/local advertising
īAdvertising to increase demand
īPrimary demand for the product category
īSelective demand for a specific brand
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Business & professional advertising
âĸBusiness-to-business advertising
âĸProfessional advertising
âĸTrade advertising
Business & professional advertising
âĸBusiness-to-business advertising
âĸProfessional advertising
âĸTrade advertising
13. A system of marketing by which organizations communicate
directly with target customers to generate a response and/or a
transaction.
A system of marketing by which organizations communicate
directly with target customers to generate a response and/or a
transaction.
Direct Marketing
īDisadvantages of direct marketing
īLack of customer receptivity and very
low response rates
īClutter (too many messages)
īImage problems â particularly with
telemarketing
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ī§ Advantages of direct marketingAdvantages of direct marketing
ī§ Changes in society have madeChanges in society have made
consumers more receptive to direct-consumers more receptive to direct-
marketingmarketing
ī§ Allows marketers to be very selectiveAllows marketers to be very selective
and target specific segments ofand target specific segments of
customerscustomers
ī§ Messages can be customized forMessages can be customized for
specific customers.specific customers.
ī§ Effectiveness easier to measureEffectiveness easier to measure
14. Direct Marketing
īDirect marketing methods
īDirect mail
īCatalogs
īTelemarketing
īDirect response ads
īDirect selling
īInternet
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15. A form of marketing communication through interactive media which
allow for a two-way flow of information whereby users can participate
in and modify the content of the information they receive in real time.
A form of marketing communication through interactive media which
allow for a two-way flow of information whereby users can participate
in and modify the content of the information they receive in real time.
Interactive/Internet Marketing
īDisadvantages of interactive/
internet marketing
īInternet is not yet a mass medium
as many consumers lack access
īAttention to Internet ads is very low
īGreat deal of clutter on the Internet
īAudience measurement is a problem
on the Internet
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ī§ Advantages of interactive/ internet
marketing
ī§ Can be used for a variety of IMC
functions
ī§ Messages can be tailored to specific
interests and needs of customers
ī§ Interactive nature of the Internet leads to
higher level of involvement
ī§ Can provide large amounts of information
to customers.
16. Interactive/Internet Marketing
īUse of the Internet as an IMC Tool
īAs an advertising medium to inform, educate
and persuade customers
īAs a direct sales tool
īTo obtain customer database information
īTo communicate and interact with buyers
īTo provide customer service and support
īTo build and maintain customer relationships
īAs a tool for implementing sales promotion
īAs a tool for implementing publicity/public
relations programs
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17. Marketing activities that provide extra value or incentives to the
sales force, distributors, or ultimate consumers and can
stimulate immediate sales.
Marketing activities that provide extra value or incentives to the
sales force, distributors, or ultimate consumers and can
stimulate immediate sales.
Sales Promotion
īTrade-oriented
īTargeted toward marketing
intermediaries such as
retailers, wholesalers, or
distributors
ī Promotion allowances
ī Merchandise allowances
ī Price deals
ī Sales contests
ī Trade shows
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ī§ Consumer-orientedConsumer-oriented
â Targeted to the ultimateTargeted to the ultimate
users of a product orusers of a product or
serviceservice
ī§ CouponsCoupons
ī§ SamplingSampling
ī§ PremiumsPremiums
ī§ RebatesRebates
ī§ ContestsContests
ī§ SweepstakesSweepstakes
ī§ POP materialsPOP materials
18. Sales Promotion Uses
īIntroduce new products
īGet existing customers to buy more
īAttract new customers
īCombat competition
īMaintain sales in off season
īIncrease retail inventories
īTie in advertising & personal selling
īEnhance personal selling efforts
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19. Publicity
īAdvantages of publicity
īCredibility
īLow cost (although not totally free)
īOften results in word-of-mouth
īDisadvantages of publicity
īNot always under control of
organization
īCan be negative 19
Nonpersonal communication regarding an organization,
product, service, or idea not directly paid for or run
under identified sponsorship.
Nonpersonal communication regarding an organization,
product, service, or idea not directly paid for or run
under identified sponsorship.
20. Publicity Vehicles
īNews Releases:
īSingle-page news stories sent to media who might print or
broadcast the content.
īFeature Articles:
īLarger manuscripts composed and edited for a particular medium.
īCaptioned Photos:
īPhotographs with content identified and explained below the
picture.
īPress Conferences:
īMeetings and presentations to invited reporters and editors.
īSpecial Events:
īSponsorship of events, teams, or programs of public value.
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21. TAGES AND DISADVANTAGES OF PROMOTIONAL
NENTS
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(***Packaging and public relations also play Imp.
role in promotion mix.)
onal
o.
Scope Cost Advantages Dis -Advantages
g Mass Relativity
Inexpensive per
contact
Allows
expressiveness
and control over
message
Hard to measure
results
Mass Inexpensive Has high degree
of credibility
Not as easily
controlled as other
forms
elling Personal Expensive per
contact
Permits flexible
presentation &
gains immediate
response
Costs more than all
other forms per
contact
Mass Can be costly Gains attention
and has
immediate effect
Easy for others to
imitate
22. ublic Relations
īTools used by Public Relations
īPublicity
īSpecial publications
īCommunity activity participation
īFund-raising
īSpecial event sponsorship
īPublic affairs activities
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The management function which evaluates public attitudes,
identifies the policies and procedures of an individual or
organization with the public interest, and executes a program
of action to earn public understanding and acceptance.
The management function which evaluates public attitudes,
identifies the policies and procedures of an individual or
organization with the public interest, and executes a program
of action to earn public understanding and acceptance.
23. Direct person-to-person communication whereby a seller
attempts to assist and/or persuade perspective buyers to to
purchase a product or service.
Direct person-to-person communication whereby a seller
attempts to assist and/or persuade perspective buyers to to
purchase a product or service.
Personal Selling
īDisadvantages of personal
selling
īHigh costs per contact
īExpensive way to reach large
audiences
īDifficult to have consistent
and uniform message
delivered to all customers
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ī§ Advantages of personal sellingAdvantages of personal selling
â Direct contact between buyer andDirect contact between buyer and
seller allows for more flexibilityseller allows for more flexibility
â Can tailor sales message toCan tailor sales message to
specific needs of customersspecific needs of customers
â Allows for more direct andAllows for more direct and
immediate feedbackimmediate feedback
â Sales efforts can be targeted toSales efforts can be targeted to
specific markets and customersspecific markets and customers
who are best prospects.who are best prospects.
24. Coordinating the promotional mix elements to develop a
controlled, integrated program of effective marketing
communications.
Coordinating the promotional mix elements to develop a
controlled, integrated program of effective marketing
communications.
Promotional Management
īConsiderations for developing the
promotional program include:
īType of product
īBuyerâs decision process
īStage of product life cycle
īChannels of distribution
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25. Models That Help to Conceptualize the
Buying Process
īTwo very specific models that aid
in understanding the buying
process, as well as in framing
communication are:-
(1) A I D A Model
(2) Hierarchyâofâeffects model
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26. A I D A MODEL
Attention (awareness)
Interest
Desire
Action
According to âAIDAâ model, A marketer should begin
by winning attention or gaining awareness, creating
interest, inspiring desire and precipitating the action
for purchase, in the prospects in order to enable its
product to be adopted by the target public.
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