Introduction to IMC

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Introduction to IMC

  1. 1. Marketing communications are themeans by which firms attempt to1.)inform, Informing Persuading2.)persuade, and3.)remind consumers,directly or indirectly, about theproducts and brands they sell Reminding
  2. 2. • Advertising - any paid form of non-personal presentation by a sponsor• Sales promotion - short term incentives to encourage sales• Events and experiences• Public relations and publicity - building good relations with various publics• Direct marketing - short term incentives to encourage sales• Interactive marketing• Word-of-mouth marketing• Personal selling - personal presentations by a firm’s sales force
  3. 3. • Identifying Target Audience• Determining Communications Objectives • Buyer Readiness Stages• Designing Message • Message Content • Message Structure • Message Format• Media Selection • personal and nonpersonal communications channels• Message Source• Feedback Collection
  4. 4. • Push strategy is directed toward the channel members • Provide incentives for those in the distribution channels to buy the product PUSH STRATEGY Manufacturer Wholesaler Retailer Consumer promotes to promotes to promotes to buys from wholesaler retailer consumer retailer Orders to manufacturer • Pull strategy is directed toward the ultimate purchaser • The focus is on creating demand at the household or ultimate consumer level PULL STRATEGY Consumer Retailer WholesalerManufacturer demands demands demandspromotes to product product product fromconsumer from retailer from wholesaler manufacturer Orders to manufacturer
  5. 5. Advertising Sales Promotion• Print and broadcast ads • Contests, games, sweepstakes• Packaging inserts • Premiums• Motion pictures • Sampling• Brochures and booklets • Trade shows, exhibits• Posters • Coupons• Billboards • Rebates• POP displays • Entertainment• Logos • Continuity programs• Videotapes
  6. 6. Events/ Experiences Public Relations• Sports • Press kits• Entertainment • Speeches• Festivals • Seminars• Arts • Annual reports• Causes • Charitable donations• Factory tours • Publications• Company museums • Community relations• Street activities • Lobbying • Identity media • Company magazine
  7. 7. Personal Selling Direct Marketing• Sales presentations • Catalogs• Sales meetings • Mailings• Incentive programs • Telemarketing • Electronic shopping• Samples • TV shopping• Fairs and trade shows • Fax mail • E-mail • Voice mail • Blogs • Websites
  8. 8. Word of Mouth• Person-to-person• Chat rooms• Blogs
  9. 9. MODELSSTAGES
  10. 10. Identify target audience Determine objectives Design communications Select channels Establish budget Decide on media mix Measure results/ manage IMC
  11. 11. Category Need Brand AwarenessBrand Attitude Purchase Intention
  12. 12. • Message strategy• Creative strategy• Message source• Global adaptation
  13. 13. • Informational and transformational appeals• Positive and negative appeals • Fear • Guilt • Shame • Humor • Love • Pride • Joy
  14. 14. Celebrity Characteristics • Expertise • Trustworthiness • Likeability
  15. 15. Advocate channels• Personal channels Expert channels Social channels Media• Non-personal channels Sales Promotion Events and Experiences Public Relations• Integration of channels Brand Signature Media Interactions Ad retrieval Cues
  16. 16. Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message.
  17. 17. Awareness Interest Desire Action Very Very Somewhat NotAdvertising effective effective effective effectivePublic Very Very Very NotRelations effective effective effective effectiveSales Somewhat Somewhat Very VeryPromotion effective effective effective effectivePersonal Somewhat Very Very SomewhatSelling effective effective effective effective

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