IMC Promotion Mix by Amitabh Mishra

IMC
PROMOTION MIX
AMITABH MISHRA, ASTT. PROFF. AIMT GR.
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IMC PROMOTION MIX
Promotion has been defined as-
“The coordination of all seller initiated efforts to set
up channels of information and persuasion in order
to sell goods and services or promote an idea”.
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• “The basic tools used to accomplish an organization’s
communication objectives are often referred to as
the promotional mix”.
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ELEMENTS OF IMC PROMOTION MIX
• Elements of IMC Promotion Mix are-
1. Advertising
2. Direct marketing
3. Interactive/internet marketing
4. Sales promotion
5. Publicity/ public relation
6. Personal selling
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1. Advertising
• Advertising is defined as “any paid form of non
personal communication about an organization,
product, service, or idea by an identified sponsor.
• It is done on-
– TV
– Radio
– Magazines, Newspapers, etc.
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Characteristics of Advertising
• The paid aspect of this definition reflects the fact that
the space or time for an advertising message generally
must be bought.
• The non personal component means that advertising
involves mass media (e.g., TV, radio, magazines,
newspapers) that can transmit a message to large
groups of individuals, often at the same time.
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• The non personal nature of advertising means that
there is generally no opportunity for immediate
feedback from the message recipient.
• it can be a very cost-effective method for
communicating with large audiences.
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2. Direct Marketing
• In direct marketing, organizations communicate
directly with target customers to generate a response
and/or a transaction.
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• It involves a variety of activities, including-
– Database management & Mail order catalogue.
– Telemarketing, and
– Direct response ads through-
• Direct mail,
• Internet, and
• various broadcast and print media.
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• The rapid growth of the Internet is fueling the
growth of direct marketing.
• The convenience of shopping through catalogs or on
a company’s website and placing orders by mail/
phone/or online has led the tremendous growth of
direct marketing.
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• In direct response advertising, a product is
promoted through an advertisement that encourages
the consumer to purchase directly from the
manufacturer.
• The availability of credit cards and toll-free phone
numbers has facilitated the purchase of products
from direct-response ads.
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3. Interactive Marketing
• In the new millennium, changes are being driven by
advances in technology and developments.
• 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.
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• Interactive media include-
– Internet,
– CD-ROMs,
– Kiosks,
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• The Interactive media allow users to perform a variety
of functions such as-
– Receive and alter information and images
– Make inquiries
– Respond to questions, and, of course,
– Make purchases
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4. Sales Promotion
• Sales promotion, is generally defined as “those
marketing activities that provide extra value or
incentives to the sales force, the distributors, or the
ultimate consumer and can stimulate immediate
sales”.
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• Sales promotion is generally broken into two major
categories:
– Consumer-oriented sales promotion and
– Trade-oriented sales promotion.
• These promotional tools encourage consumers to make
an immediate purchase and thus can stimulate short
term sales.
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• Consumer-oriented sales promotion is targeted to the
ultimate user of a product or service and includes
– Couponing,
– Sampling,
– Premiums,
– Rebates,
– Contests, and
– Point-of-purchase materials
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18
• Quantity Deals
• In-product gift
• Out-product gift

• Trade-oriented sales promotion is targeted toward
marketing intermediaries such as-
– Wholesalers
– Distributors
– Retailers
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• The trade promotional tools are-
– Promotional and merchandising allowances
– Price deals
– Sales contests, and Dealer Meets
– Trade shows & Co-operative Advertising
– Dealer Gifts & Dealer Discounts
– Shop Board paintings
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21
Advantages of Sales Promotion
• Produces immediate results in terms of sales.
• Creates effective entry barriers for competition.
• Results are measurable.
• Helps in gaining channel support.
• Relatively easy to design and implement.
• Relatively inexpensive.

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Disadvantages of Sales Promotion
• Focus can shift to short term planning.
• Can erode brand equity, if used frequently.
• Can lead to clutter.
• Attracts mainly switchers, who are deal prone.
• Consumers forward buy. Therefore no real increase in sales over
the long term.

5. Publicity and Public Relations
• Publicity refers to “non-personal communications regarding
an organization, product, service, or idea not directly paid for
or run under identified sponsorship”.
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• It usually comes in the form of
– News story,
– Editorial,
– Press conferences,
– Photographs, films, and videotapes.
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• Like advertising, publicity involves non-personal
communication to a mass audience, but unlike advertising,
publicity is not directly paid for by the company.
• The company or organization attempts to get the media to
cover or run a favorable story on a product, service, cause, or
event to affect awareness, knowledge, opinions, and/or
behavior.
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• An advantage of publicity over other forms of promotion is its
credibility.
• Another advantage of publicity is its low cost, since the company is
not paying for time or space in a mass medium (TV, radio).
• Publicity is not always under the control of an organization and is
sometimes unfavorable.
• Negative stories about a company and/or its products can be very
damaging.
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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 the nature of the publicity it receives, it is really
engaging in a function known as public relations.
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• Public relations is defined as “the management
function which evaluates public attitudes, identifies
the policies and procedures of an individual or
organization with the public interest, and executes a
program of action to earn public understanding and
acceptance”.
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• Public relations generally has a broader objective
than publicity,
• Its purpose is to establish and maintain a positive
image of the company among its various publics.
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• Public relations uses publicity and a variety of other
tools, including-
– Special publications,
– Participation in community activities,
– Fund-raising,
– Sponsorship of special events, and
– & Also advertising.
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6. Personal Selling
• Personal selling is “a form of person-to-person
communication in which a seller attempts to assist
and/or persuade prospective buyers to purchase the
company’s product or service or to act on an idea.”
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• Unlike advertising, personal selling involves direct
contact between buyer and seller, either face-to-face or
through some form of telecommunications such as
telephone sales.
• This interaction gives the marketer communication
flexibility; the seller can see or hear the potential buyer’s
reactions and modify the message accordingly.
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• It involves more immediate and precise feedback.
• If the feedback is unfavorable, the salesperson can modify the
message.
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