Marketing activities as components of Integrated Marketing Communication

1. INTEGRATED
MARKETING
COMMUNICATION
STRATEGIES
Prof. Albert C. Danan, MBA

2. INTEGRATED MARKETING
COMMUNICATIONS
• It is a process to unify or
integrate all creative
communications activities to
establish and sustain brand
visibility and superiority.

3. Integrated Marketing
Communication (IMC) Strategies
SALES HEXAGON
Advertising
Personal Selling
Sales Promotion
Publicity
Public Relations
Retail Merchandising

4. PERSONAL SELLING
• Face to face presentation
of products with the intention
of creating a sales transaction

5. ADVERTISING
• A paid form of non-personal presentation of
products, ideas, services and institution using
mass media by an identified
sponsor, with the intention
of creating a favorable
consideration among
target buyers.

6. SALES PROMOTION
• A paid form on non-personal and personal
communication of goods or services
emphasizing added features,
benefits, events.

7. PUBLICITY
• Creating news about the products using mass
media.
- Good publicity is expensive
- Bad publicity is FREE

8. PUBLIC RELATIONS
• Creating good image and building good
relationships between and among internal
and external publics
Internal Publics (customers,
employees, managers,
suppliers, stockholders)
External Publics (competitors,
media, government agencies,
NGOs, church)

9. END OF SLIDES

10. IMC & THE PRODUCT LIFE
CYCLE STAGES
• INTRODUCTORY
• GROWTH
• MATURITY
• DECLINE

11. INTRODUCTORY STAGE
• Role of Advertising and Sales Promotion
- Create strategies resulting to the following
Brand-Connected Responses
1. Brand Awareness
2. Brand Recall
3. Brand Recognition
4. Brand Preference

12. GROWTH STAGE
• Role of Advertising and Sales Promotion
- Establish Brand Classifications
1. Leading Brand
2. Well-differentiated Brand
3. “Me-too” or
Commodity Brand

13. MATURITY STAGE
• Role of Advertising and Sales Promotion
- Establish Brand Attitudes
1. Brand Loyals
2. Brand Shifters

14. DECLINE STAGE
• - Zero Advertising
• - Very minimal Sales Promotion
• - Arresting product obsolescence
through Product Innovation or
Product Planning
and Development
- Getting ready for diversification