This document discusses various marketing communication tools including advertising, sales promotion, publicity, personal selling, public relations, and direct marketing. It provides details on each tool, including definitions and examples. It also discusses integrated marketing communication and how using multiple tools in a coordinated way can improve marketing effectiveness. The key point is that an integrated approach considering all relevant communication tools is important for successful marketing.
Introduction of Promotion Management
Integrated Marketing Communication
Communication Development process
Budget Allocation decision in Marketing Communication
Promotion Mix
Advertising- Meaning, Objective
Advertising Budget
Fundamental of sales Promotion
Public Relations
Direct Marketing
Rural Marketing
Digital and Mobile Marketing
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.
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
Solution Manual for Integrated Advertising, Promotion, and Marketing Communic...HenningEnoksen
https://www.book4me.xyz/solution-manual-integrated-advertising-promotion-and-marketing-communications-clow-baack/
Solution Manual (+ Test Bank) for Integrated Advertising, Promotion, and Marketing Communications - 8th Edition, Global Edition
Author(s) : Kenneth E. Clow, Donald Baack
This product include Solution Manual, Test Bank and Power Point slides for all chapters of textbook (chapters 1 to 15). Both of Solution Manual and Test Bank are available in PDF and Word format. Total Size of product is 64.7 MB
Introduction of Promotion Management
Integrated Marketing Communication
Communication Development process
Budget Allocation decision in Marketing Communication
Promotion Mix
Advertising- Meaning, Objective
Advertising Budget
Fundamental of sales Promotion
Public Relations
Direct Marketing
Rural Marketing
Digital and Mobile Marketing
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.
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
Solution Manual for Integrated Advertising, Promotion, and Marketing Communic...HenningEnoksen
https://www.book4me.xyz/solution-manual-integrated-advertising-promotion-and-marketing-communications-clow-baack/
Solution Manual (+ Test Bank) for Integrated Advertising, Promotion, and Marketing Communications - 8th Edition, Global Edition
Author(s) : Kenneth E. Clow, Donald Baack
This product include Solution Manual, Test Bank and Power Point slides for all chapters of textbook (chapters 1 to 15). Both of Solution Manual and Test Bank are available in PDF and Word format. Total Size of product is 64.7 MB
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
also help you adapt to the ever-changing marketing
environment.
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.
🚀 Traditional Marketing Tactics in the Digital Era: Do They Still Hold Value? 📈
As businesses embrace the digital age, the debate rages on: Are traditional marketing tactics still effective?
While digital strategies have revolutionized the game, it's essential not to dismiss the power of traditional methods just yet. 🎯
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Let's explore how combining the best of both worlds can amplify your marketing efforts and maximize results. 💥 Join the conversation! https://www.webmaxy.co/blog/egrowth/traditional-marketing/
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Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
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Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
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Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
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• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
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Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
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Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
2. Learning Objectives
In this lesson you will be exposed to the
Integrated Marketing Communication
You will understand the relevance of the
Promotion mix.
The exposure to Integrated Marketing
Communication is step forward in
understanding advertising
3. Marketing Communication
Marketing communication is a term used in a
broader sense for promotional strategy. So it is more of a
planned promotional communication.
Within this we have the following tools:
· Advertising: Which is any paid form of non-personal
communication of ideas, products and services by an
identified sponsor.
· Sales Promotion: Short term direct inducement to
encourage
sales of products and services.
4. Publicity: Non-personal stimulation of demand for a
product / service or business organization as a whole by
putting commercially significant news in media to create a
favorable image.
Personal selling: For making sales, a salesman interacts
orally
with the buyer or buyers in the form of sales presentation.
Public Relations: Marketers engage in public Relations to
develop a favorable image of their organizations in the eyes
of the public – public at large, customers, suppliers,
government, media, competitors, shareholders, employees
and the society.
5. Retail Advertising
The retails in order that the consumer can see the
product and buy it are those that provide the
consumer with lots of information.
So listing the size, color and prices of various
shirts in a store make a buyer more action inductive.
Appropriate behavioral aspects are used in case of
durables and automobiles.
The advertisement used here must create a strong
sense of desire, curiosity and urgency to get the
reader or viewer to make the store visit.
6. Cooperative Advertising
Here a manufacturer offers retailers an advertising
program for the later to run. The program may include
suggested advertising format, materials to be used to
create actual advertisements display.
There are 3 types of co-op advertising:
1. Vertical: When the upstream manufacturer or service
provider pays for a downstream retailers ad.
2. Horizontal: When local dealers in a geographic area
pool money for advertising.
3. Ingredient producer co-op: When the producer of an
ingredient pays part of an ad run by the user product
7. Sales Promotions
Sales promotions are different from advertising, in
that they do not involve the use of mass media.
Many sales promotions are designed to encourage
the immediate sale of goods, while others have
longer-run goals of keeping customers loyal to the
store, aiding salespeople, or attracting customers
into the store.
The term promotion is used to refer to all
communication efforts made on an impersonal
basis, including sales promotions, publicity, and
advertising.
8. Personal Selling
Personal selling involves individual, face-to-face
communication, in contrast to the impersonal
mass communication involved in advertising.
Effective personal selling is quite often,
the most important and effective element in retail
communication.
9. Publicity
Two factors distinguish publicity from advertising –
cost and control.
When a newspaper, magazine, TV or radio features
a retailer’s store, personnel, product or events and
the retailer does
not have to pay for it, the retailer receives publicity.
The retailer cannot, however, control the time,
direction, or content of the
message.
10. Packaging
Proper product packaging protects the product as well as
provides a message that facilitates its sale.
Unfortunately, in most cases, retailers purchase products
already packaged and, therefore, have little control over the
communication on the package.
However, the retailer should always consider the image and
message projected by packaging as a part of the total
communication mix. The retailer does ‘package’ many goods
with paper and plastic bags, boxes, and wrapping paper.
Such packaging, carefully designed, can prove to be an
effective yet
11. Merchandising and in Store Advertising
Of late it has made a lot of inroads in outlets. With
Bennetons with their color scheme in various
shelves, Raymond’s with
their window display play a major role in attracting
the consumer
base.
This is so because most decisions about brands
are made when you enter a particular shop.
So the use of displays,signs, and positioning of the
particular brand in the store is an
important decision making exercise.
12. Industrial Marketing
A business-to-business deal, which requires a sales representative
to make the sales call, here, the additional information provided by
him with the help of certain pamphlets and
brochures are the key tones for advertising.
The telemarketers can handle the calls made once the pamphlets
and brochures are effective enough for eliciting a response. Often
toll free numbers are provided in the pamphlets and brochures.
Integrated marketing communication with the help of another tool
namely Public Relations, is important to accommodate complex
buying decisions.
13. The key to the success lies in the effective
monitoring of the various tools used in order to
avoid dilution to the plan by any one. One
important impact of IMC is greater consistency
to their communication including media waste
In addition we must answer the following in
order that
the marketing communication is successful:
· What are the target audience and their
behavioral pattern?
· What are the media that the target audience
normally comes
in touch with?
· What behavior or attitudes do we want to affect
?
14. Direct Marketing
Direct Marketing is an attempt to approach the
customers directly.
It is a personal approach to consumers. This
direct approach may be through sales letters
and circulars.
It may be through leaflets, folders and
brochures. All these are routed through post
and so are called direct mailings.
Distributors are bypassed in direct marketing.
For demonstrations, sales people
may call in on the prospects.
15. There is a huge opportunity for direct marketing in
India. Direct marketing may exploit new
technologies like E-mail, TV etc.
Direct Marketing depends upon the database of the
market.
The basic challenge in the Indian market is to
develop database management skills. The kind of
lists now available is not databases at all.
They are available for one rupee per name and
address while good databases cost anything between
Rs 8 to Rs 75 per name and address. Building up
database is a time consuming process. It takes
anything between 3-5 months to build databases.
16. Direct marketing is slowly coming of age.
In India today, we get mail order
advertisement ranging for a wide variety of
products from music cassettes to saving
schemes to holiday packages
Even computer software companies like
Microsoft has commissioned Contract
direct to promote its MS DOS 6.0. It seeks
to reach its target of EDP managers and
general users via direct mail and
advertising
17. Public Relations
Public Relations can be defined as:
“ Building good relations with the
company’s various publics by obtaining
favorable publicity, building up a good
corporate image, and handling or heading
off unfavorable rumors, stories and events.
18. Public Relation department may perform any
or all of the following functions:
Press Relations or press agentry:
Creating and placing news worthy
information in the news media to attract
attention to a person, product or service.
Product publicity: Publicizing specific
products.
Public affairs: Building and maintaining
national or local community relations.
19. The Role and Impact of Public Relations
Public relations as an industry or practice have
only been around since the early 1900s.
With the dawn of the Industrial Revolution, young
corporations discovered that their growth
depended on gaining the goodwill of the masses.
Those that succeeded prospered. Those that didn’t
met a quick demise.
Soon, even individuals - most notably politicians
and Hollywood celebrities - were utilizing the
wooing techniques of public-savvy companies.
In recent years, the power of the media has made
public relations a major industry.
20.
21. FACTS
India was the fastest growing market in 2000 in terms of
revenues from direct selling, registering a 54% growth.
90% of goods sold by the direct sellers in India are sourced
from goods manufactured within the country.
Most of the Direct Selling companies operating in India
today are in the field of cosmetics, personal products,
household products, cookware and healthfood.
Amway is the largest player in India with annual sales
exceeding Rs5 Billion
Other major players are Avon Beauty Products (I) Pvt Ltd,
Oriflame India Pvt Ltd, Tupperware India Pvt Ltd, Lotus
Learning Pvt Ltd, LB Publishers and Distributors Pvt Ltd
and DK Family Learning
22. CONCLUSION
Urban India is slowly transforming
into a western society. The West,
through the various media, is
increasingly influencing this sector
of the Indian economy
Let us contribute our duty as
Indian Citizens and give our best in
developing India
Jai Hind