Marekting communications plays an vital role in the image building of the organizations, IMC is concerned with the creation of unified image of a firm

1. Syed Behroz Ali Rizvi
Najam Javaid
1

2. To Mix Freely
2

3. To Sell Goods
Profitably
So That Consumer
Is Satisfied
3

4. Exchange
Of
Information
Feedback
4

5. Uniformity
5

6. Marketing Communication
Planning
Strategic Roles Of
Promotional Mix
Clarity, Consistency,
Maximum Communication
6

7. Big Picture Approach
Total Marketing Communication Strategy
Promotional Mix + Other Communications
• Consumer’s perception of company
• Point of purchase, Package, Price, Design
7

8. Consistent
Image
Positioning
Centralized
Message
Common
Theme
Unified
Image
8

9. Corporate Level
Marketing Level
Marketing
Communication
9

10. Mission
Corporate
Culture
10

11. 11

12. Product
Price
Place
Promotion
12

13. 13

14. All Messages Create Coherent Picture Of Organization
For This Purpose interact with
Public Relation Firms
Ad Agencies
14

15. •
Advertising
Sales
promotion
• Internet
marketing
Publicity
Direct
marketing
• Personal selling
PR
15

16. 16

17. Transfer Of
Information
Through Mass
Media
Cost Effective
Highly Used For
Brand Images
Helpful For
Awareness &
Changing Attitude
No Immediate
Feed Back
17

18. 18

19. Reach Directly To The
Consumer
Removal Of
Middlemen
Goods & Services
Directly to The
Consumer
19

20. Objectives & Role In Overall Advertising
Collect Data Bases
Decide Media To Be Used
Decide Message To Be Sent (Quality Of Paper, Envelop)
How You Are Going To Handle Response Queries & Orders
Evaluate The Response
20

21. 21

22. Display
Ads
Social
Media
Sites
22

23. Sponsored Games
Sponsored Software
23

24. Structured
Sales Pitch
Targeted
Data
Attractive
Offers
Convincing
Techniques
24

25. Door To Door Distribution Of
Brochure
Targeted Purely By
Area Or Community
Low Cost
25

26. Problem
Solving Goods
Measurable
Cost
Immediate
Feedback
26

27. 27

28. Consumer Credit Card
Changing Structure Of
Society & Market
Technological Advances
28

29. Personalization
Cost
Measures Of Effectiveness
Selective Reach
Segmentation Capabilities
Flexibility (No. Of medias)
Less Time To Execute
Economical So Increase Frequency
29

30. Image
Factor
Rising
cost
Research
Accuracy
Attention
Grabbing
Content
Support
30

31. Tailored Message
Reducing The Needs
Of Dealers, Retailers
Face To Face
Selling
Feedback
31

32. •
•
•
•
•
•
Prospecting
Identify Customer Needs & Wants
Providing Solution For It
Attitude Change
Closing The Sale
Follow-up
32

33. Advantages
Dis-Advantages
• Two Way Interaction
• Tailoring The
Message
• Adaptability To The
Situation
• Lack Of Distraction
• Inconsistent
Message
• Sales Force Conflict
• High Cost
• Poor Reach
33

34. Direct inducement that offers a extra
value or incentive for a product
To sales force, distributors or ultimate
consumer
With a primary objective of creating an
immediate sale
34

35. 35

36. Consumer
Oriented Sales
Promotion
Trade Oriented
Sales Promotion
36

37. Growing Power Of Retailers
Declining Brand Loyalty
Brand Proliferation
Competition
Increased Accountability
Short Term Focus
Fragmentation Of Consumer Market
37

38. Evaluates Public Attitude
Identify The Policies &
Procedures
The Management
Function
Executes The Programme Of
Action
To Earn Public Understanding &
Acceptance
38

39. 39

40. Public Relations
Marketing
Communication
Function
Non-Marketing
Communication
Function
40

41. Provides input in
planning
Early Warning System
Increase effectiveness
Of Communication
41

42. Define PR
Problem
Plan
Programme
Take Action &
Communicate
Evaluate
Programme
42

43. Internal
Audience
External
Audience
43

44. Press
Releases
Interviews
Press
Conferences
Community
Involvement
44

45. DisAdvantages
Advantages
45

46. Creation Of
News About A
Product That
Appears In
Broadcast
Media
It Is Part Of
Public
Relation
Short Term
Issues
It Can Be
Positive As
Well As
Negative
Not
Controlled By
Organization
46

47. Perceived
As Highly
Credible
Propaganda
Un Control
Frequency
Of
Exposure
Word Of
Mouth
47

48. Very Less
Control
Media Black
Sheep
Trainings &
Development
Program
48

49. DisAdvantages
Advantages
49

50. 50

51. Search
Engine
Optimization
51

52. Banners
Push
Technologies
Instertitials
Sponsorships
Pop-ups
52

53. 53

54. 54

55. 55

56. 56

57. •
•
•
•
•
•
•
Target Audience
Message Factoring
Interactive Capability
Information Access
Sales Potential
Speed Transaction & Information
Economical
57

58. Chances Of
Fraud
Internet Snarls
Clutter (chance
Of No Exposure)
Cost
58