Imc pr+ad


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Imc pr+ad

  1. 1. A marketing tool for Marcom – PR and Advertising Integrated Marketing Communication
  2. 2. The IMC tools <ul><li>Ad </li></ul><ul><li>PR </li></ul><ul><li>Personal Selling </li></ul><ul><li>Dms </li></ul><ul><li>Sponsership </li></ul><ul><li>Digital Solutions </li></ul><ul><li>Sales Promotions </li></ul><ul><li>Integrated Marketing Communication (IMC): </li></ul><ul><li>A system of managing and integrating marketing communication elements with the result that all elements adhere to the same message </li></ul>
  3. 3. IMC starts with customer understanding <ul><li>Requires careful study of customers’ communication usage pattern and information needs </li></ul><ul><li>Communication media (contact points) is dictated by the customer’s needs and behavior </li></ul><ul><li>Involves an outside-in approach to decision making </li></ul>
  4. 4. <ul><li>Thus it is also important to use all the brand contacts with the customer </li></ul><ul><li>Use all forms of communication and all sources of contact </li></ul><ul><li>Communication media (contact points) is dictated by the customer’s needs and behavior </li></ul><ul><li>Involves utilization of communication outlets that are appropriate for reaching the target audience </li></ul>
  5. 5. In IMC all communication elements should convey the same, unified message, otherwise consumers will be confused
  6. 6. Expected output from the use of IMC awareness or attitude changes behavioral changes move people to action
  7. 7. Marcom Practice & The IMC Thrust Increased reliance on highly targeted communications methods Expanded efforts to assess return on investment Reduced Dependence in Mass-Media Advertising
  8. 8. Brand Knowledge Brand Awareness Brand Image Brand Recognition Brand Recall Types of Association Favorability Strength Uniqueness Associations Attributes Benefits Attitude MARCOM – Enhancing Brand Equity
  9. 9. Brand Equity A brand possesses equity to the extent that consumers are familiar with the brand and have stored in memory favorable, strong, and unique brand associations Brand Image Brand Awareness
  10. 10. Determining the Strategy Market Objectives Nature of product Life cycle stage Competative stage of market Budget Push vs/ Pull
  11. 11. Market <ul><li>Who is the intended market? </li></ul><ul><li>Business-to-business market or consumer market? </li></ul><ul><li>Understanding of the product’s target market </li></ul>
  12. 12. Objectives <ul><li>What are the objectives? </li></ul><ul><li>Creation of product category wants or brand preference? </li></ul>
  13. 13. Nature of Product <ul><li>What is the nature of the product? </li></ul><ul><li>Business-to-business products versus consumer goods </li></ul>t
  14. 14. Life Cycle Stage <ul><li>What is the product life-cycle stage? </li></ul><ul><li>New product versus a mature product </li></ul>
  15. 15. Competative Actions <ul><li>What are competitors doing? </li></ul><ul><li>Does the competition allow trade allowances and, if so, how large? </li></ul>
  16. 16. Budget <ul><li>What is the available budget for promotion? </li></ul><ul><li>Do we emphasize personal selling or mass advertising? </li></ul>
  17. 17. Push vs/ Pull <ul><li>Push </li></ul><ul><li>Utilizes aggressive trade allowances and personal selling to obtain wholesaler and retailer distribution </li></ul><ul><li>The product is pushed through the channel </li></ul><ul><li>Pull </li></ul><ul><li>Encourages consumer demand for the product to obtain distribution </li></ul><ul><li>Use of heavy advertising and high value coupons </li></ul>
  18. 18. Managing the IMC Process in Marcom <ul><li>Selecting a target market </li></ul><ul><li>Establising Objectives </li></ul><ul><li>Formulating a positioning strategy </li></ul><ul><li>Budgeting </li></ul><ul><li>Formulation & Implemintation of media strategy </li></ul><ul><li>Evaluation of communication effectiveness </li></ul>Selecting Target Market
  19. 19. Selecting a target market <ul><li>Allows marketing communicators to more precisely deliver messages to the target group </li></ul><ul><li>Attempts to avoid wasting money outside the target market </li></ul><ul><li>Identify potential target markets in terms of a combination of characteristics that will cause these consumers to act in a similar fashion (demographics, lifestyles etc.) </li></ul>
  20. 20. Establising Objectives <ul><li>Objectives must fit within the company’s overall corporate and marketing objectives </li></ul><ul><li>Must also be realistic and stated in quantitative terms with the amount of projected change and the time duration specified </li></ul>