![• Consumer-
oriented
• [For end-users]
• Trade-
oriented
• [For resellers]
SALES PROMOTION TOOLS
EventsEvents
Loyalty ProgramsLoyalty Programs
Bonus PacksBonus Packs
Refunds/RebatesRefunds/Rebates
Contests/SweepstakesContests/Sweepstakes
PremiumsPremiums
SamplesSamples
CouponsCoupons
Coop
Advertising
Coop
Advertising
Trade
Shows
Trade
Shows
Training
Programs
Training
Programs
POP DisplaysPOP Displays
Trade
Allowances](https://image.slidesharecdn.com/integratedmarketingcommunicationsdrcamit-150305174847-conversion-gate01/85/Integrated-Marketing-Communication-27-320.jpg)
Uploaded byVictoria Caballero, MBA
Integrated Marketing Communication
Integrated marketing communication (IMC) is the coordination of all marketing communication tools and messages to maximize impact on consumers. IMC considers things like advertising, sales promotion, publicity, direct marketing, interactive marketing, and more. The goal of IMC is to build brands through a consistent message that increases long-term brand value and profit margins. In contrast to traditional marketing approaches, IMC emphasizes two-way communication with consumers and coordination across departments.
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Integrated Marketing Communication
- 1. AN INTRODUCTION TO INTEGRATEDMARKETING COMMUNICATION VICTORIA CABALLERO MASTERS IN BUSINESS ADMINISTRATION HUMAN RESOURCE MANAGEMENT
- 2. WHAT IS MARKETING? Marketingis an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization. PRODUCT PRICE PROMOTION PLACE PRODUCT PRICE PROMOTION 4Ps PLACE
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- 4. WHAT IS INTEGRATEDMARKETING COMMUNICATION? Integrated Marketing Communication is the coordination and integration of all marketing communication tools, avenues and sources within the company into a seamless program that maximizes the impact on consumers and other end users at minimal cost PRODUCT PRICE PLACE PRODUCT PRICE PLACE PROMOTIONPROMOTION PEOPLEPEOPLE PROCESSPROCESS PHYSICAL EVIDENCEPHYSICAL EVIDENCE
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- 6. Point of purchase Publicity Public relations Direct marketing Interactive marketing Special events Packaging Sales promotion Direct response TRADITIONAL APPROACHTO MARKETING COMMUNICATIONS Media Adver- tising
- 7. CONTEMPORARY IMC APPROACH Pointof purchase Publicity Interactive marketing Public relations Direct marketing Special events Packaging Sales promotion Direct response Media Adver- tising
- 8. TRADITIONAL VS INTEGRATEDMARKETING
- 9. GOAL OF IMC BUILDBRANDS – brands that are well known and liked are more likely to be purchased Generate short-term financial returns and build long-term brand value. INCREASE PROFIT MARGIN
- 10. TRUST AMONG CONSUMERS BRANDDIFFERENTIATION ACCOUNTABILITY WITHIN A FIRM BENEFITS OF IMC IMC Level of Effectiveness is cutting through a message clutter than single strategies LEVEL OF EFFECTIVENESS IS CUTTING THROUGH A MESSAGE CLUTTER THAN SINGLE STRATEGIES
- 11. IMPACT OF IMC Business-to-business(B2B) interactions Marketing Channel Communications Customer-Focused Communications Internally Directed Communication INTEGRATED MARKETING COMMUNICATION
- 12. Traditional compensation Performance-basedcompensationTraditional compensation Performance-based compensation Media advertising Multiple forms of communication Mass media Specialized media Manufacturer dominance Retailer dominance General focus Data-based marketing Low agency accountability Greater agency accountability Limited Internet availability Widespread Internet availability Media advertising Multiple forms of communication Mass media Specialized media Manufacturer dominance Retailer dominance General focus Data-based marketing Low agency accountability Greater agency accountability THE CHANGING WORLD MC IMC
- 13. “Talking At” Consumers Two-wayDialogue with Consumers Focus on Winning New Customers Focus on Building Long Term Relationships with Consumers Marketers Relied Primarily on Advertising and Promotions Marketers Use and Coordinate Many Different Forms of Communication With Consumers “Talking At” Consumers Two-way Dialogue with Consumers Focus on Winning New Customers Focus on Building Long Term Relationships with Consumers Marketers Relied Primarily on Advertising and Promotions Marketers Use and Coordinate Many Different Forms of Communication With Consumers THE CHANGING WORLD OLD WORLD NEW WORLD
- 14. Mass Marketing Using MassCommunication Relationship Marketing Using Integrated Marketing Communication with a Focus on Interaction IMC – THE EVOLUTION TO
- 15. WHAT TRENDS AREDRIVING THE INTEGRATION Brand and Product Proliferation INTERNAL EXTERNAL Customization Decreasing Brand Loyalty Price Sensitivity More Demand, Less Trust Clutter Service Economics Expertise Corporate Missions Communication Technology Benefits to be Gained Rising Costs & Accountability
- 16. IMC AND THENEED FOR INTEGRATION Covers a number of different media and strategies TV, Radio, Direct, PR, Social Media etc. Integration provides synergy Selective combination of appropriate types of communication Meeting a common set of objectives for the brand. Integration over time with regard to customers
- 17. INTEGRATION AND SYNERGY INTEGRATIONSYNERGYINTEGRATION SYNERGY When brand messages are integrated… …they reinforce each other… …and create synergy
- 18. THE IMPORTANCE OFINTEGRATION Integration begins with the way a company and its agencies organize the process for creating and delivering brand messages The Company All participants involved in creating and delivering brand messages must work together: Company Agencies The Media Channel Members, and MC Support Services
- 19. Brand Manager communicatedby advertising, sales promotion, direct response, packaging, customer service, sponsorship, etc. ONE- AND Two-Way Media radio, newspaper, TV, outdoor boards, events, and sponsorships, mail, phone, internet, packaging, etc. Customer Brand Experience Evaluating and Planning IMC PROCESS MODEL WEAK BRAND RELATIONSHIPS Lose Customers, Sales, and Brand Equity STRONG BRAND RELATIONSHIPS Increased Sales, Customers, and Brand Equity Brand Manager communicated by advertising, sales promotion, direct response, packaging, customer service, sponsorship, etc. ONE- AND Two-Way Media radio, newspaper, TV, outdoor boards, events, and sponsorships, mail, phone, internet, packaging, etc. Customer Brand Experience Evaluating and Planning
- 20. THE KEY PLAYERSIN THE IMC PROCESS
- 21. ORGANIZATIONS: JANILYN SHOESAS AN EXAMPLE B2B B2C Janilyn’s Relationship with shoe retailer like SM Department Store Janilyn stores selling shoes directly to customers
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- 23. INTERNET AND SOCIALMEDIA TRADE FAIRS AND EXHIBITIONS EVENTS AND SPONSORSHIPS TRADE FAIRS AND EXHIBITIONS PERSONAL SELLING DIRECT MARKETING PUBLIC RELATION | PUBLICITY SALES PROMOTION ADVERTISING ELEMENTS OF THE PROMOTIONAL MIX ADVERTISING SALES PROMOTION PUBLIC RELATION | PUBLICITY DIRECT MARKETING PERSONAL SELLING EVENTS AND SPONSORSHIPS INTERNET AND SOCIAL MEDIA
- 24. IMC AUDIENCE CONTACTTOOLS Target Audience Broadcast media (TV/radio) Print media (newspapers, magazines) Public Relations/ publicity Internet/ interactive Direct marketing Sales Promotion Product placements (TV and movies) Events and sponsorship Word-of- mouth Point-of- purchase (displays, packaging) Personal selling Out-of-home media
- 25. Primary vs. Selective DemandAdvertising Primary vs. Selective Demand Advertising Business-to-Business Advertising Organizations National Advertising Retail/Local Advertising Professional Advertising Trade Advertising National Advertising Retail/Local Advertising Business-to-Business Advertising Professional Advertising CLASSIFICATIONS OF ADVERTISING Consumers
- 26. Introduce new products Get existing customersto buy more Attract new customers Maintain sales in off season Increase retail inventories Tie in advertising & personal selling Enhance personal selling Combat competition Introduce new products Get existing customers to buy more Attract new customers Maintain sales in off season Increase retail inventories Tie in advertising & personal selling Enhance personal selling SALES PROMOTION Sales Promotion
- 27. • Consumer- oriented • [Forend-users] • Trade- oriented • [For resellers] SALES PROMOTION TOOLS EventsEvents Loyalty ProgramsLoyalty Programs Bonus PacksBonus Packs Refunds/RebatesRefunds/Rebates Contests/SweepstakesContests/Sweepstakes PremiumsPremiums SamplesSamples CouponsCoupons Coop Advertising Coop Advertising Trade Shows Trade Shows Training Programs Training Programs POP DisplaysPOP Displays Trade Allowances
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- 29. Corporate Advertising Corporate Advertising Cause-related Marketing Cause-related Marketing Publicity Vehicles Community Activities Public Affairs Activities Special Publications Special Event Sponsorship Publicity Vehicles Community Activities PublicAffairs Activities Special Publications PUBLIC RELATIONS TOOLS
- 30. ADVERTISING VERSUS PUBLICITY AdvertisingPublicity Tentative Low Low/Unspecified Uncontrollable Great Lower Measurable Schedulable High/Specific High Specifiable Undetermined Higher Little Factor Control Credibility Reach Frequency Cost Flexibility Timing
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- 33. TRADE FAIRS ANDEXHIBITS
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- 35. Builds and maintains customer relationships Obtains customer database information Communicates and interacts withbuyers Provides customer service and support Educates or informs customers A persuasive advertising medium A sales tool or an actual sales vehicle Obtains customer database information Communicates and interacts with buyers Provides customer service and support Educates or informs customers A persuasive advertising medium A sales tool or an actual sales vehicle INTERNET | SOCIAL MEDIA The Internet