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Integrated Marketing Communications (IMC)• IMC    –   Concept    –   Promotional mix    –   Communications process    –   ...
Integrated Marketing Communications• IMC Concept   – Consistency   – Leverage pieces   – Whole greater than parts• Promoti...
Integrated Marketing CommunicationsAdvertising     Sales Promo       Publicity   Sales   Ad            Sales Promo        ...
Integrated Marketing Communications                       Marketing StrategyAdvertising       Sales Promo         Publicit...
Integrated Marketing Communications
Integrated Marketing Communications:        Communications Model        Sender/Message            Encoding             Med...
Integrated Marketing Communications:                     Communications ModelObjectivece/Me   e/          Sender/MessageMe...
Integrated Marketing Communications• Target, message, objective   •   Marketing decisions   •   Come from strategy, positi...
Integrated Marketing CommunicationsManufacturer           Push   Retailer               Consumer                          ...
Integrated Marketing CommunicationsResponse Hierarchy               Buying Process  – Note AIDA in text  – Cognitive stage...
Integrated Marketing Communications• Creative  • Agency• Channel  • Advertising     •   Media  • Sales Promotion     •   M...
Integrated Marketing Communications• Advertising   – Paid media placements   – Advantages      • Reaches mass market      ...
Integrated Marketing Communications• Sales Promotion  – Value-adding incentives  – Advantages      • Reaches mass market  ...
Integrated Marketing Communications• Publicity   – Non-paid media or word-of-     mouth                                M&M...
Integrated Marketing Communications• Personal Selling   – Face-to-face     communication by sales     force   – Advantages...
Integrated Marketing Communications• Web 2.0  – Social media, new channels  – Advantages     • Mass market     • Control o...
Integrated Marketing Communications• Determinants of IMC  strategy  – Marketing objectives and    circumstances  – Nature ...
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Imc1+f2012

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Imc1+f2012

  1. 1. Integrated Marketing Communications (IMC)• IMC – Concept – Promotional mix – Communications process – Response Hierarchy – Determinants• Advertising• Sales promotion• Publicity• Personal selling• Social media
  2. 2. Integrated Marketing Communications• IMC Concept – Consistency – Leverage pieces – Whole greater than parts• Promotional mix – Advertising – Sales promotion – Publicity – Personal selling – Web 2.0/social media – Crossing boundaries
  3. 3. Integrated Marketing CommunicationsAdvertising Sales Promo Publicity Sales Ad Sales Promo PR Agency Agency FirmStrategy Strategy Strategy Strategy Customer
  4. 4. Integrated Marketing Communications Marketing StrategyAdvertising Sales Promo Publicity Sales Ad Sales Promo PR Agency Firm Message Customer
  5. 5. Integrated Marketing Communications
  6. 6. Integrated Marketing Communications: Communications Model Sender/Message Encoding Medium Feedback Decoding Receiver
  7. 7. Integrated Marketing Communications: Communications ModelObjectivece/Me e/ Sender/MessageMessageCreativeCreative EncodingChannel/Media Channel Feedback DecodingTarget ReceiverAssessment
  8. 8. Integrated Marketing Communications• Target, message, objective • Marketing decisions • Come from strategy, positioning • Business purpose of communication• Target: Push or Pull?• Objective: Response Hierarchy • Cognitive • Affective • Behavioral
  9. 9. Integrated Marketing CommunicationsManufacturer Push Retailer Consumer Pull Pull Media
  10. 10. Integrated Marketing CommunicationsResponse Hierarchy Buying Process – Note AIDA in text – Cognitive stage Need Recognition • Awareness Information Search • Knowledge – Affective stage Alternative Evaluation • Liking • Preference • Conviction – Behavioral stage Purchase • Action Post-Purchase • Post-purchase – Reminder
  11. 11. Integrated Marketing Communications• Creative • Agency• Channel • Advertising • Media • Sales Promotion • Method/media • Publicity • Media • Personal Selling • Web 2.0 • Media
  12. 12. Integrated Marketing Communications• Advertising – Paid media placements – Advantages • Reaches mass market • Control over message/consistent • Can be creative • Cost effective per exposure – Disadvantages • Impersonal • Control over situation • Inflexible • One-way/feedback • Often substantial overall cost
  13. 13. Integrated Marketing Communications• Sales Promotion – Value-adding incentives – Advantages • Reaches mass market • Control over message/consistent • Can be creative • Predictable costs • Measurable – Disadvantages • Impersonal • Control over situation • Inflexible • One-way communication • Sales promotion trap
  14. 14. Integrated Marketing Communications• Publicity – Non-paid media or word-of- mouth M&M’S drops Kyle Busch for rest of 2011 – Advantages • Reaches mass market, can reach hard-to-reach segments • No media costs • Credible – Disadvantages • Impersonal • Control over situation • Inflexible • One-way communication • Control over message • No repetition
  15. 15. Integrated Marketing Communications• Personal Selling – Face-to-face communication by sales force – Advantages • Personal (and persuasive) • Control over situation • Flexible • Two-way communication • Immediate feedback/measurable • Demonstration possible – Disadvantages • Costs • Control over message
  16. 16. Integrated Marketing Communications• Web 2.0 – Social media, new channels – Advantages • Mass market • Control over message/consistent • Can be creative • Predictable costs • Personal, customized • Flexible • Two-way communication • Immediate feedback/measurable – Disadvantages • Costs • Control
  17. 17. Integrated Marketing Communications• Determinants of IMC strategy – Marketing objectives and circumstances – Nature of product • Consumer/business • Brand equity • Risks and costs – Stage of PLC – Target market – Buying situation – Budget

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