2. Unit 3
• Direct Marketing - Role of direct marketing in IMC, Objectives of Direct Marketing,
Components for Direct Marketing, Tools of Direct Marketing – direct mail, catalogues, direct
response media, internet, telemarketing, alternative media evaluation of effectiveness of direct
marketing
• • Public Relations and Publicity – Introduction, Role of PR in IMC, Advantages and
Disadvantages, Types of PR, Tools of PR ,Managing PR – Planning, implementation,
evaluation and Research, Publicity, Sponsorship – definition, Essentials of good sponsorship,
event sponsorship, cause sponsorship
• • Personal Selling – Features, Role of Personal Selling in IMC, advantages and disadvantages
of Personal Selling, Selling process, Importance of Personal Selling
3. Direct Marketing
• Direct marketing is a form of advertising where organizations
communicate directly to customers through a variety of media
including cell phone text messaging, email, websites, online
adverts, database marketing, fliers, catalog distribution, promotional
letters, targeted television, newspapers, magazine advertisements,
and outdoor advertising.
• Among practitioners, it is also known as direct response marketing.
4.
5. Role of PR in IMC
• PR is considered as a marketing communication function where managers
envision both strong marketing and strong PR departments.
• PR takes a much broader and marketing oriented perspective, designed to
promote the organizations well as its product and services
6. Public Relation
Advantages
• Credibility
• Avoidance of clutter
• Lead generation
• Ability to reach specific group
• Image building
Disadvantage
• Not completing the communication process
• Lack of co-ordination with marketing
department
7. Types of Public Relation
PRforgeneral
communication
PRforcommunity
relation
PRandmediarelations
PRandgovernement
PRandinvestor
relations
PRandcustomer
relations
8. Tools for Public Relations
Media tour
Newsletter
Speaking
engagements
CSR
Blogging
Social Media
Marketing
9. Publicity
• Publicity is gaining public visibility or awareness for a product, service or your company via the media. ... From a
marketing perspective, publicity is one component of promotion and marketing.
12. Sponsorship
• Sponsoring something is the act of supporting an event, activity, person, or organization financially or through the
provision of products or services. The individual or group that provides the support, similar to a benefactor, is known
as sponsor.
13. Event Sponsorship
Being one of the biggest brand of bottled water in the country,
Bisleri has been a proud hydration partner for marathons(TATA
Mumbai Marathon 2018), the famous Sula Fest, Adidas Creator
Premier League etc. The brand has also sponsored a number of
college events as well.
Puma, a German multinational company that designs and
manufactures athletic and casual footwear, sponsors some of the
top athletes and sports events in the world. The company is
getting more and more stars on board to take their brand global.
Just to get you excited, Puma has been sponsoring Olympics
teams for a long time now.
14. Personal Selling
Personal selling is where businesses use people (the "sales
force") to sell the product after meeting face-to-face with the
customer.
The sellers promote the product through their attitude,
appearance and specialist product knowledge. They aim to
inform and encourage the customer to buy, or at least trial the
product.
15. Features of Personal Selling
Development
of
relationship
Personal
form
Oral
conversation
Quick
solution of
queries
Involves real
sale
16. Role of Personal Selling in IMC
Persuading
Prospects
Selling complex
Products
Managing sales
cycle
Develop customer
relationship
17. PERSONAL SELLING
Advantages
• Conveys more information
• Has superior impact
• Immediate feedback
• Get information about competitiors
• Builds loyal,long term relationship with
customers
Disadvantages
• Limited reach
• High cost
• Expensive as it involves salesmen’s
salary,bonus,commission
