The document provides an overview of integrated marketing communication (IMC). It defines key marketing and IMC concepts, including the marketing mix, branding, and the various tools used in IMC like advertising, direct marketing, interactive marketing, sales promotion, publicity, and personal selling. It also outlines the IMC planning process, from reviewing the marketing plan and conducting a situational analysis to developing the IMC program, implementing it, and monitoring/evaluating results. The goal of IMC is to ensure consistency of messaging across different communication channels to achieve effective marketing communications.
Integrated Marketing Communications (IMC) is an expansion of utilising both modern and traditional marketing strategies, to optimise the communication of a consistent message conveying the companies brand to stakeholders.
This presentation is an introduction to the role of IMC in marketing.
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Integrated Marketing Communications (IMC) is an expansion of utilising both modern and traditional marketing strategies, to optimise the communication of a consistent message conveying the companies brand to stakeholders.
This presentation is an introduction to the role of IMC in marketing.
Want more FREE resources? Checkout the B2B Whiteboard youtube channel:
www.youtube.com/b2bwhiteboard
Or join us on Facebook today: www.facebook.com/b2bwhiteboard
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
The word Market' has been derived from Latin word VlarketTJs' which refers to the method or place of contact between buyers and sellers. Hence, we can say a market is the place where people gather for the purpose of buying and selling of goods and services. For Example : High Street Markets, Malls tec.
Whereas marketing is an activity of creating, promoting, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Perceived Value
We're the 3D Avatar Store, a group of mad computer scientists creating auto-magic instant 3D Avatars of anyone from a single up loaded photo, and providing a growing suite of 3D animation, 3D printing, and character creation and embedding technologies.
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
The word Market' has been derived from Latin word VlarketTJs' which refers to the method or place of contact between buyers and sellers. Hence, we can say a market is the place where people gather for the purpose of buying and selling of goods and services. For Example : High Street Markets, Malls tec.
Whereas marketing is an activity of creating, promoting, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Perceived Value
We're the 3D Avatar Store, a group of mad computer scientists creating auto-magic instant 3D Avatars of anyone from a single up loaded photo, and providing a growing suite of 3D animation, 3D printing, and character creation and embedding technologies.
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Company reputation is built over years but it just
takes seconds to lose it because of unethical
promotions or inability to deliver to your customers. Therefore creating an effective marketing
communication mix through a well-researched strategy
will not only help your reach out to your customers but
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Role of Integrated Marketing Communication; Process of Marketing Communication; Definition and
Scope of Advertising Management; Determination of Target Audience, Advertising and Consumer
Behavior; Setting Advertising Objectives, DAGMAR; Determining Advertising Budgets; Advertising
Strategy and Planning, Creative Strategy Development and Implementation
INTRODUCTION
TO
ADVERTISING AND MARKETING COMMUNICATION
MARKETING COMMUNICATION
Marketing communication (MarCom) is a fundamental and complex part of a company’s marketing efforts. Loosely defined, MarCom can be described as all the messages and media you deploy to communicate with the market.
Marketing communication includes advertising, direct marketing, branding, packaging, your online presence, printed materials, PR activities, sales presentations, sponsorships, trade show appearances and more.
Marketing communication has two objectives. One is to create and sustain demand and preference for the product. The other is to shorten the sales cycle.
This power point presentation contain mainly- Aims and Objectives,Def” of Advertising,Brand and Marketing mix,The marketing mix,Role of Advertising,The Advertising Plan,The importance of advertising,Types of advertising,Major advertising media,The Functions of Advertising,The Key Players,Components of Advertising,What Makes an Ad Effective?.
Marketing Communications refers to the various strategies, tactics, and channels that organizations use to convey their messages and promote their products or services to their target audience.
Kurt Wehrle speaks on Marketing and its ObjectivesKurt Wehrle
Kurt Wehrle said Marketing is the process of getting people interested in your company's products or services. Marketing is the process of generating leads or customers who are interested in your products and services. Marketing is the activities that a company conducts to facilitate the purchase or sale of a product, service or product. Marketing is the process of teaching consumers why they should choose your product or service over a competitor's, and is a persuasive form of communication.
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https://30seconds.com/KurtWehrle/
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Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
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HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
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𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
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"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
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This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
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2. What is marketing
Marketing is defined by the American Marketing
Association (AMA) as
"the activity, set of institutions, and processes for
creating, communicating, delivering, and
exchanging offerings that have value for
customers, clients, partners, and society at large."
3. Advertising and sales promotion play an
important role in the exchange process by
informing consumers about an organisations
product/services and persuading them to
purchase to satisfy their needs and wants.
4. The Marketing Mix
The marketing mix has been the key concept to
advertising. The marketing mix was suggested by
Jeremy McCarthy, professor at Harvard Business
School, in the 1960s.
The four P’s-
Product, Price, Place(distribution), and Promotion
are the elements of Marketing Mix
Marketers must combine these elements into a
cohesive marketing strategy.
5. Many companies recognize the need to integrate
their various marketing communication
efforts, such as media advertising, direct
marketing, sales promotion, and public
relations, to achieve more effective marketing
communications.
6. Integrated Marketing
Communications
Integrated Marketing Communications is a term
used to describe a holistic approach to marketing
communication.
It aims to ensure consistency of message and
the complementary use of media.
The concept includes online and offline marketing
channels.
7. Online marketing channels include any e-
marketing campaigns or programs, from search
engine optimization (SEO), pay-per-
click, affiliate, email, banner to latest web related
channels for webinar, blog, micro-blogging, face
book marketing, RSS, podcast, Internet Radio
and Internet TV.
Offline marketing channels are traditional print
(newspaper, magazine), mail order, public
relations, industry relations, billboard, radio, and
television.
8. company develops its integrated marketing
communication programme using all the elements
of the marketing mix (product, price, place, and
promotion).
An integration of all these promotional tools along
with other components of marketing mix to gain
edge over competitor is called Integrated
Marketing Communication.
9. Role of IMC in Branding
A brand is the personality that identifies a
product, service or company
(name, term, sign, symbol, or design, or
combination of them) and how it relates to key
constituencies:
Customers, Staff, Partners, Investors etc.
With more and more products and services
competing for consideration by customers who
have less and less time to make choices, well
known brand have a major competitive advantage
in today's market.
10. There are many ways for a company to contact
the customer to provide them the information
about the co:
The challenge is to understand how to use the
various IMC tools in an effective way in a right
combination.
11. Tools of IMC
Advertising
Direct Marketing
Interactive/Internet Marketing
Sales Promotion
Publicity
Public Relation
Personal selling
12. Advertising
Any paid form of nonpersonal communication
about an organization, product, service, or idea
by an identified sponsor.
13. Types of advertising
Digital advertising
Television advertising / Music in advertising
Radio advertising
Online advertising
Product placements
Physical advertising
Press advertising
Mobile billboard advertising
In-store advertising
Celebrity branding
14. Direct Marketing
Traditionally this has not been considered as an
element of promotional mix.
The development of IT and Internet have made
Direct Marketing a very powerful tool in marketing
mix
15. Channels of Direct Marketing
Direct Marketing is much more than direct mail and
mail order catalog. It involves a verity of activities
including
Database management
Direct mail
Telemarketing
Email Marketing
Door-to-Door Leaflet Marketing
Broadcast faxing
Voicemail Marketing
Couponing
Direct-response television marketing
Direct selling
16. Interactive/Internet marketing
The definition of interactive marketing comes from
John Deighton at Harvard, who says interactive
marketing is the ability to address the
customer, remember what the customer says and
address the customer again in a way that
illustrates that we remember what the customer
has told us (Deighton 1996).
Interactive marketing is not synonymous with
online marketing, although interactive marketing
processes are facilitated by internet technology.
17. Interactive media allow for a back-and-forth flow
of information whereby users can participate in
and modify the form and content of the
information they receive in real time.
Unlike traditional forms of marketing
communication such as advertising, which are
one way oriented, the new media allows users to
perform a verity of functions such as receive and
alter the information and image, make
inquiries, respond to question, and ofcourse
make a purchase.
Although internet is the primary media of
Interactive Marketing, There are other forms
which include
18. Sales Promotion
Sales promotion is any initiative undertaken by an
organisation to promote an increase in
sales, usage or trial of a product or service (i.e.
initiatives that are not covered by the other
elements of the marketing communications or
promotions mix). It adds an extra value or
incentive to the sales force, the distributers, or the
ultimate consumer and can simulate immediate
sales.
19. Sales promotions are varied. Often they are
original and creative, and hence a comprehensive
list of all available techniques is virtually
impossible.
However it can be broken into two major
categories
Consumer oriented sales promotion and
Trade oriented sales promotion
20. Consumer oriented sales promotion is targeted to
the ultimate user of a product or services and
includes
couponing, samples, premiums, rebates, contests, s
weepstakes, and various point of purchase
materials.
Trade oriented sales promotion is targeted towards
marketing intermediaries such as
wholesalers, distributers, and retailers.
Promotion and merchandising allowances, price deals, sales
contests, and trade shows are some of the promotional tool
used.
21. Publicity
Non-paid, non-personal communication to
promote the
organisation, products, services, idea or image of
the company not directly done under an identified
sponsorship.
It usually comes in the form of a news
story, editorial, or announcement about an
organisation and/or its product and services.
22. An advantage of publicity over other forms of
promotion is its credibility.
Consumers generally tend to be less skeptical
towards favorable information about a product or
service when it comes from a source they believe
is unbiased.
Publicity is not always under control of an
orgnisation and is sometimes unfavorable.
23. Public Relations
Public Relations (or PR) is a field concerned with
maintaining public image for high-profile
people, commercial businesses and
organizations, non-profit associations or
programs.
It defined the practice of public relations as "the
art and social science of analyzing
trends, predicting their consequences, counseling
organizational leaders, and implementing planned
programs of action, which will serve both the
organization and the public interest."
24. Publicity v/s Public Relations
It is important to recognize the distinction
between publicity and public relations.
When an organization systematically plans and
distributes information in an attempt to control
and manage its image and nature of the publicity
it receives, it is really engaged in a function
known as public relations.
25. Personal selling
“Personal selling is oral communication with
potential buyers of a product with the intention of
making a sale. The personal selling may focus
initially on developing a relationship with the
potential buyer, but will always ultimately end with
an attempt to "close the sale“
Personal selling is one of the oldest forms of
promotion.
It involves the use of a sales force to support a
push strategy (encouraging intermediaries to buy
the product) or a pull strategy (where the role of
the sales force may be limited to supporting
retailers and providing after-sales service).
26. Kotler describes six main activities of
a sales force:
(1) Prospecting - trying to find new customers
(2) Communicating - with existing and potential
customers about the product range
(3) Selling - contact with the customer, answering
questions and trying to close the sale
(4) Servicing - providing support and service to the
customer in the period up to delivery and also post-
sale
(5) Information gathering - obtaining information about
the market to feedback into the marketing planning
process
(6) Allocating - in times of product shortage, the sales
force may have the power to decide how available
stocks are allocated
27. IMC Planning Process
The individuals involved in promotion design a
promotional plan that provides the framework for
developing, implementing, and controllingthe
orgnisation’s integrated marketing
communications program and activies.
Promotion is one part of, and must be integrated
into, the overall marketing plan and program.
28. George E. Belch & Michael A. Belch brakes the
IMC planning Process into
Review of the Marketing Plan
Promotional Program Situational Analysis
Internal Analysis
External Analysis-
Analysis of the Communication Process
Budget Determination
Developing the IMC Program
Monitoring , Evaluation, and control
29. Review of Marketing Plan
Examine overall marketing plan and objectives
Role of advertising and promotion
Competitive analysis
Assess environmental influences
30. Analysis of Promotional Program
Situation
Internal analysis
Promotional department organization
Firm’s ability to implement promotional program
Agency evaluation and selection
Review of previous program results
External analysis
Consumer behavior analysis
Market segmentation and target marketing
Market positioning
31. Analysis of Communication
Process
Analyze receiver’s response processes
Analyze source, message, channel factors
Establish communications goals and objectives
33. Develop IMC Program
Advertising
Set advertising objectives
Determine advertising budget
Develop advertising message
Develop advertising media strategy
Direct marketing
Set direct marketing objectives
Determine direct marketing budget
Develop direct marketing message
Develop direct marketing media strategy
35. Publicity/ Public relations
Set Publicity/ PR objectives
Determine Publicity/PR budget
Develop Publicity/PR message
Develop Publicity/PR media strategy
Personal Selling
Set personal selling and sales objectives
Determine personal selling/sales budget
Develop sales message
Develop selling roles and responsibilities
36. Integration and Implement Marketing
Communication Strategy
Integrate promotional- mix strategy
Create and produce ads
Purchase media time, space, etc…
Design and implement direct-marketing programs
Design and distribute sales promotion materials
Design and implement PR/Publicity programs
Design and implement Interactive/Internet
Marketing Program
37. Monitor, Evaluate, and Control IMC
Program
Evaluate promotional program
results/effectiveness
Take measures to control and adjust promotional
strategies
38. References
Advertising and promotion An Integrated
Marketing Communication Perspective
– George E. Belch & Michael A. Belch