An IntroductiontoIntegrated Marketing Communications
Definition of IntegratedMarketing CommunicationsA concept of marketing communications planning thatrecognizes the added v...
IDEAS INVOLVED IN IMCAPPROACHDespite the increasing use of the term IMC approach by bothpractitioners and academics in rec...
One-voice Marketing Communications As consumersincreasingly being to be addressed by the samemarketer in a variety of dif...
II. Integrated CommunicationsA marketer’s consumer communications need not only to raise brandawareness, or create or ch...
The Marketing & Promotional MixesMarketing Mix:• Product or Service• Pricing• Channels of Distribution• PromotionPromoti...
Corporate Level Message SourcesAdministration Manufacturing/ Marketing Finance HumanLegalOperations ResourcesCross-Functio...
Communication LevelsCorporate LevelMessages sent by a company’s overall business practicesand philosophies such as missio...
Reasons For Growing Importance of IMCShift from media advertising to other forms of marketingcommunicationMovement away ...
IMC Communication Tools10IMC Communication ToolsAdvertisingDirectMarketingInteractive/Internet MarketingSalesPromotionPubl...
Any paid form of non-personal communication about anorganization, product, service, idea or cause by an identifiedsponsor....
Classifications of AdvertisingAdvertising to Consumer MarketsNational advertisingRetail/local advertisingAdvertising t...
A system of marketing by which organizations communicatedirectly with target customers to generate a response and/or atran...
Direct MarketingDirect marketing methodsDirect mailCatalogsTelemarketingDirect response adsDirect sellingInternet14
A form of marketing communication through interactive media whichallow for a two-way flow of information whereby users can...
Interactive/Internet MarketingUse of the Internet as an IMC ToolAs an advertising medium to inform, educateand persuade ...
Marketing activities that provide extra value or incentives to thesales force, distributors, or ultimate consumers and can...
Sales Promotion UsesIntroduce new productsGet existing customers to buy moreAttract new customersCombat competitionMa...
PublicityAdvantages of publicityCredibilityLow cost (although not totally free)Often results in word-of-mouthDisadvan...
Publicity VehiclesNews Releases:Single-page news stories sent to media who might print orbroadcast the content.Feature ...
TAGES AND DISADVANTAGES OF PROMOTIONALNENTS21(***Packaging and public relations also play Imp.role in promotion mix.)onalo...
ublic RelationsTools used by Public RelationsPublicitySpecial publicationsCommunity activity participationFund-raisin...
Direct person-to-person communication whereby a sellerattempts to assist and/or persuade perspective buyers to topurchase ...
Coordinating the promotional mix elements to develop acontrolled, integrated program of effective marketingcommunications....
Models That Help to Conceptualize theBuying ProcessTwo very specific models that aidin understanding the buyingprocess, a...
A I D A MODELAttention (awareness)InterestDesireActionAccording to ‘AIDA’ model, A marketer should beginby winning attenti...
Hierarchy–of–effects model27AwarenessKnowledgeLikingPreferenceConviction(Strong belief)Purchase
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Imc

  1. 1. An IntroductiontoIntegrated Marketing Communications
  2. 2. Definition of IntegratedMarketing CommunicationsA concept of marketing communications planning thatrecognizes the added value of a comprehensive plan thatevaluates the strategic roles of a variety of communicationdisciplines and combines these disciplines to provideclarity, consistency and maximum communicationsimpact (through the seamless integration of discretemessages).2
  3. 3. IDEAS INVOLVED IN IMCAPPROACHDespite the increasing use of the term IMC approach by bothpractitioners and academics in recent years, there is littleagreement on what the term actually means. According toone recent review, at least two related ideas are involved :One-voice Marketing CommunicationsIntegrated CommunicationsThe different elements of the communications mix have tobe used in a way that the strengths of one are used to offsetthe weakness of another.3
  4. 4. One-voice Marketing Communications As consumersincreasingly being to be addressed by the samemarketer in a variety of different ways ( i.e. through 5tools of promotion) - there is a need to ensure aconsistency of positioning, message, and tone acrossthese different media. These different communicationsmust reach consumers with one voice.4
  5. 5. II. Integrated CommunicationsA marketer’s consumer communications need not only to raise brandawareness, or create or change brand preference and image, or to getsales trial or repurchase, but to do all of the above at the same time.Increasing image without getting a sales result is not good enough andgetting short-term sales (e.g. via sales promotion) at the expense of abrand’s long-term image is also courting disaster. Thus , all marketingcommunications should attempt to simultaneously achieve targetedcommunication goals (e.g. raising attitudes or building image) and leadto some behavioral action (e.g. trial or repurchase).5
  6. 6. The Marketing & Promotional MixesMarketing Mix:• Product or Service• Pricing• Channels of Distribution• PromotionPromotional Mix:• Advertising• Direct Marketing• Interactive/internet marketing• Sales Promotion• Publicity/Public Relations• Personal Selling6
  7. 7. Corporate Level Message SourcesAdministration Manufacturing/ Marketing Finance HumanLegalOperations ResourcesCross-Functional Brand Equity (IM)TeamMarketing Level Message SourcesProduct Price Marketing DistributionMix Mix Communication MixCross-Functional IMC TeamMarketing Communication Level Message SourcesPersonal Adver- Sales Direct Public Pack- EventsSales tising Promotion Marketing Relations agingInteractivityOther StakeholdersEmployeesInvestorsFinancial CommunityGovernmentRegulatorsCustomersDistributorsSuppliersCompetitionConsumersLocal CommunityMediaInterest GroupsCommunication-Based Marketing Model7
  8. 8. Communication LevelsCorporate LevelMessages sent by a company’s overall business practicesand philosophies such as mission, labor practices,philanthropies, culture and other processesMarketing LevelMessages sent by or inferred from by various aspects ofmarketing mix such as product performance, design,appearance, pricing and distributionMarketing Communication LevelStrategic and executional consistency among all forms ofmarketing communication8
  9. 9. Reasons For Growing Importance of IMCShift from media advertising to other forms of marketingcommunicationMovement away from advertising focused- approachesthat emphasize mass mediaShift in power from manufacturers to retailersRapid growth of database marketingDemands for greater ad agency accountabilityChanges in agency compensationRapid growth of the InternetIncreasing importance of branding9
  10. 10. IMC Communication Tools10IMC Communication ToolsAdvertisingDirectMarketingInteractive/Internet MarketingSalesPromotionPublicity/PublicRelationsPersonalSelling
  11. 11. Any paid form of non-personal communication about anorganization, product, service, idea or cause by an identifiedsponsor.Any paid form of non-personal communication about anorganization, product, service, idea or cause by an identifiedsponsor.AdvertisingDisadvantages ofadvertisingHigh costs of producing andrunning adsCredibility problems andconsumer skepticismClutterDifficulty in determiningeffectiveness11 Advantages of advertisingAdvantages of advertising– Advertiser controls theAdvertiser controls themessagemessage– Cost effective way toCost effective way tocommunicate with largecommunicate with largeaudiencesaudiences– Effective way to create brandEffective way to create brandimages and symbolicimages and symbolicappealsappeals– Often can be effective way toOften can be effective way tostrike responsive chord withstrike responsive chord withconsumersconsumers
  12. 12. Classifications of AdvertisingAdvertising to Consumer MarketsNational advertisingRetail/local advertisingAdvertising to increase demandPrimary demand for the product categorySelective demand for a specific brandAdvertising to Consumer MarketsNational advertisingRetail/local advertisingAdvertising to increase demandPrimary demand for the product categorySelective demand for a specific brand12Business & professional advertising•Business-to-business advertising•Professional advertising•Trade advertisingBusiness & professional advertising•Business-to-business advertising•Professional advertising•Trade advertising
  13. 13. A system of marketing by which organizations communicatedirectly with target customers to generate a response and/or atransaction.A system of marketing by which organizations communicatedirectly with target customers to generate a response and/or atransaction.Direct MarketingDisadvantages of direct marketingLack of customer receptivity and verylow response ratesClutter (too many messages)Image problems – particularly withtelemarketing13 Advantages of direct marketingAdvantages of direct marketing Changes in society have madeChanges in society have madeconsumers more receptive to direct-consumers more receptive to direct-marketingmarketing Allows marketers to be very selectiveAllows marketers to be very selectiveand target specific segments ofand target specific segments ofcustomerscustomers Messages can be customized forMessages can be customized forspecific customers.specific customers. Effectiveness easier to measureEffectiveness easier to measure
  14. 14. Direct MarketingDirect marketing methodsDirect mailCatalogsTelemarketingDirect response adsDirect sellingInternet14
  15. 15. A form of marketing communication through interactive media whichallow for a two-way flow of information whereby users can participatein and modify the content of the information they receive in real time.A form of marketing communication through interactive media whichallow for a two-way flow of information whereby users can participatein and modify the content of the information they receive in real time.Interactive/Internet MarketingDisadvantages of interactive/internet marketingInternet is not yet a mass mediumas many consumers lack accessAttention to Internet ads is very lowGreat deal of clutter on the InternetAudience measurement is a problemon the Internet15 Advantages of interactive/ internetmarketing Can be used for a variety of IMCfunctions Messages can be tailored to specificinterests and needs of customers Interactive nature of the Internet leads tohigher level of involvement Can provide large amounts of informationto customers.
  16. 16. Interactive/Internet MarketingUse of the Internet as an IMC ToolAs an advertising medium to inform, educateand persuade customersAs a direct sales toolTo obtain customer database informationTo communicate and interact with buyersTo provide customer service and supportTo build and maintain customer relationshipsAs a tool for implementing sales promotionAs a tool for implementing publicity/publicrelations programs16
  17. 17. Marketing activities that provide extra value or incentives to thesales force, distributors, or ultimate consumers and canstimulate immediate sales.Marketing activities that provide extra value or incentives to thesales force, distributors, or ultimate consumers and canstimulate immediate sales.Sales PromotionTrade-orientedTargeted toward marketingintermediaries such asretailers, wholesalers, ordistributors Promotion allowances Merchandise allowances Price deals Sales contests Trade shows17 Consumer-orientedConsumer-oriented– Targeted to the ultimateTargeted to the ultimateusers of a product orusers of a product orserviceservice CouponsCoupons SamplingSampling PremiumsPremiums RebatesRebates ContestsContests SweepstakesSweepstakes POP materialsPOP materials
  18. 18. Sales Promotion UsesIntroduce new productsGet existing customers to buy moreAttract new customersCombat competitionMaintain sales in off seasonIncrease retail inventoriesTie in advertising & personal sellingEnhance personal selling efforts18
  19. 19. PublicityAdvantages of publicityCredibilityLow cost (although not totally free)Often results in word-of-mouthDisadvantages of publicityNot always under control oforganizationCan be negative 19Nonpersonal communication regarding an organization,product, service, or idea not directly paid for or rununder identified sponsorship.Nonpersonal communication regarding an organization,product, service, or idea not directly paid for or rununder identified sponsorship.
  20. 20. Publicity VehiclesNews Releases:Single-page news stories sent to media who might print orbroadcast the content.Feature Articles:Larger manuscripts composed and edited for a particular medium.Captioned Photos:Photographs with content identified and explained below thepicture.Press Conferences:Meetings and presentations to invited reporters and editors.Special Events:Sponsorship of events, teams, or programs of public value.20
  21. 21. TAGES AND DISADVANTAGES OF PROMOTIONALNENTS21(***Packaging and public relations also play Imp.role in promotion mix.)onalo.Scope Cost Advantages Dis -Advantagesg Mass RelativityInexpensive percontactAllowsexpressivenessand control overmessageHard to measureresultsMass Inexpensive Has high degreeof credibilityNot as easilycontrolled as otherformselling Personal Expensive percontactPermits flexiblepresentation &gains immediateresponseCosts more than allother forms percontactMass Can be costly Gains attentionand hasimmediate effectEasy for others toimitate
  22. 22. ublic RelationsTools used by Public RelationsPublicitySpecial publicationsCommunity activity participationFund-raisingSpecial event sponsorshipPublic affairs activities22The management function which evaluates public attitudes,identifies the policies and procedures of an individual ororganization with the public interest, and executes a programof action to earn public understanding and acceptance.The management function which evaluates public attitudes,identifies the policies and procedures of an individual ororganization with the public interest, and executes a programof action to earn public understanding and acceptance.
  23. 23. Direct person-to-person communication whereby a sellerattempts to assist and/or persuade perspective buyers to topurchase a product or service.Direct person-to-person communication whereby a sellerattempts to assist and/or persuade perspective buyers to topurchase a product or service.Personal SellingDisadvantages of personalsellingHigh costs per contactExpensive way to reach largeaudiencesDifficult to have consistentand uniform messagedelivered to all customers23 Advantages of personal sellingAdvantages of personal selling– Direct contact between buyer andDirect contact between buyer andseller allows for more flexibilityseller allows for more flexibility– Can tailor sales message toCan tailor sales message tospecific needs of customersspecific needs of customers– Allows for more direct andAllows for more direct andimmediate feedbackimmediate feedback– Sales efforts can be targeted toSales efforts can be targeted tospecific markets and customersspecific markets and customerswho are best prospects.who are best prospects.
  24. 24. Coordinating the promotional mix elements to develop acontrolled, integrated program of effective marketingcommunications.Coordinating the promotional mix elements to develop acontrolled, integrated program of effective marketingcommunications.Promotional ManagementConsiderations for developing thepromotional program include:Type of productBuyer’s decision processStage of product life cycleChannels of distribution24
  25. 25. Models That Help to Conceptualize theBuying ProcessTwo very specific models that aidin understanding the buyingprocess, as well as in framingcommunication are:-(1) A I D A Model(2) Hierarchy–of–effects model25
  26. 26. A I D A MODELAttention (awareness)InterestDesireActionAccording to ‘AIDA’ model, A marketer should beginby winning attention or gaining awareness, creatinginterest, inspiring desire and precipitating the actionfor purchase, in the prospects in order to enable itsproduct to be adopted by the target public.26
  27. 27. Hierarchy–of–effects model27AwarenessKnowledgeLikingPreferenceConviction(Strong belief)Purchase

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