integrated marketing communication

What is Marketing? Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Value Relationship marketing Mass customization Customer relationship management (CRM) Value Relationship marketing Mass customization

Traditional Approach to Marketing Communications © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Point of purchase Publicity Public relations Direct marketing Interactive marketing Special events Packaging Sales promotion Direct response Media Adver- tising

Contemporary IMC Approach © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Point of purchase Publicity Interactive marketing Public relations Direct marketing Special events Packaging Sales promotion Direct response Media Adver- tising

Defining IMC IMC is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs with consumers, customers, prospects employees and other relevant external and internal audiences. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The goal of IMC is to generate short-term financial returns and build long-term brand value.

A Contemporary Perspective of IMC Demand for accountability and Measurement of Outcomes Recognized as a business process Multiple relevant audiences © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin IMC Demand for accountability Recognized as a business process Importance of relevant audience

Reasons for the Growing Importance of IMC © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Traditional compensation Performance-based compensation Traditional compensation Performance-based compensation Media advertising Multiple forms of communication Mass media Specialized media Manufacturer dominance Retailer dominance General focus Data-based marketing Low agency accountability Greater agency accountability Limited Internet availability Widespread Internet availability Media advertising Multiple forms of communication Mass media Specialized media Manufacturer dominance Retailer dominance General focus Data-based marketing Low agency accountability Greater agency accountability From Toward

IMC and Branding Brand Identity is a combination of factors: Name, logo, symbols, design, packaging, product or service performance, and image or associations in the consumer’s mind. IMC plays a major role in the process of developing and sustaining brand identity and equity. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Basic Elements of the Promotional Mix Advertising Direct Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Personal Selling Advertising Direct Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Classifications of Advertising Primary vs. Selective Demand Advertising National Advertising Retail/Local Advertising Business-to-Business Advertising Professional Advertising © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Primary vs. Selective Demand Advertising Business-to-Business Advertising Organizations National Advertising Retail/Local Advertising Professional Advertising Trade Advertising Consumers

Direct Marketing is Part of IMC Direct Response Advertising Direct Mail Telemarketing Catalogs Shopping Channels Direct Marketing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Direct Response Advertising Direct Mail Catalogs Telemarketing Internet Sales Shopping Channels

Using the Internet as an IMC Tool Obtains customer database information Communicates and interacts with buyers Provides customer service and support Educates or informs customers A persuasive advertising medium A sales tool or an actual sales vehicle The Internet © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Builds and maintains customer relationships Obtains customer database information Communicates and interacts with buyers Provides customer service and support Educates or informs customers A persuasive advertising medium A sales tool or an actual sales vehicle

Sales Promotion Tools
Consumer-oriented
[For end-users]
Trade-oriented
[For resellers]
Events Events Loyalty Programs Loyalty Programs Bonus Packs Bonus Packs Refunds/Rebates Refunds/Rebates Contests/Sweepstakes Contests/Sweepstakes Premiums Premiums Samples Samples Coupons Coupons Coop Advertising Coop Advertising Trade Shows Trade Shows Training Programs Training Programs POP Displays POP Displays Trade Allowances © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Various Uses of Sales Promotion Introduce new products Get existing customers to buy more Attract new customers Maintain sales in off season Increase retail inventories Tie in advertising & personal selling Enhance personal selling Sales Promotion © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Introduce new products Get existing customers to buy more Attract new customers Maintain sales in off season Increase retail inventories Tie in advertising & personal selling Enhance personal selling Combat competition

Advertising Versus Publicity Advertising Publicity Tentative Low Low/Unspecified Uncontrollable Great Lower Measurable Schedulable High/Specific High Specifiable Undetermined Higher Little Factor Control Credibility Reach Frequency Cost Flexibility Timing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Publicity Vehicles Interviews Feature Articles Special Events News Releases Publicity Vehicles © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Interviews Feature Articles Special Events Press Conferences News Releases

Public Relations Tools Corporate Advertising Corporate Advertising Cause-related Marketing Cause-related Marketing Publicity Vehicles Community Activities Public Affairs Activities Special Publications Special Event Sponsorship Publicity Vehicles Community Activities Public Affairs Activities Special Publications © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

IMC Audience Contact Tools Target Audience © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Broadcast media (TV/radio) Print media (newspapers, magazines ) Public Relations/ publicity Internet/ interactive Direct marketing Sales Promotion Product placements (TV and movies) Events and sponsorship Word-of-mouth Point-of-purchase (displays, packaging) Personal selling Out-of-home media

The Marketing Plan 1. A detailed situation analysis 1. A detailed situation analysis 3. A marketing strategy and program 4. A program for implementing the strategy 2. Specific marketing objectives © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 2. Specific marketing objectives 3. A marketing strategy and program 4. A program for implementing the strategy 5. A process for monitoring and evaluating performance

Integrated Marketing Communications Planning Model © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Promotional program situation analysis Analysis of the communications process Budget determination Develop integrated marketing communications programs Review of marketing plan Advertising Sales promotion PR/ publicity Personal selling Direct marketing Advertising objectives Sales promotion objectives PR/ publicity objectives Personal selling objectives Direct marketing objectives Message strategy Sales promotion strategy PR/ publicity strategy Personal selling strategy Direct marketing strategy Integrate and implement marketing communications strategies Monitor, evaluate and control IMC Program Internet/ interactive Internet/ interactive objectives Internet/ interactive strategy

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integrated marketing communication

by Tushar Narula

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