This document discusses integrated marketing communication and promotion. It defines integrated marketing communication as integrating all methods of brand promotion to promote a product or service among target customers. The communication mix includes advertising, personal selling, sales promotion, public relations, events, publicity and direct marketing. Factors that influence the communication mix include the product type, use, complexity, purchase frequency, funds available, market type and size, competition level, and promotional objectives. The document also discusses advertising, sales promotion and evaluating effectiveness.
slide share on promotion strategy how the promotion strategy works in selling out the products and how promotion activities are necessary to sell the more products and to increase the sale as well as profit of the company
slide share on promotion strategy how the promotion strategy works in selling out the products and how promotion activities are necessary to sell the more products and to increase the sale as well as profit of the company
A final objective for sales promotion is to enhance or support the integrated marketing communications effort for a brand or company. While building or maintaining brand equity was traditionally viewed as something that was done through media advertising, it has also become an important goal for marketers as they develop their sales promotion programs.
We make use of effective promotional tool Sales Promotion in short term to stimulate quicker or greater purchase of particular products or services by consumer or the trade.
The right ad mix brings customers in without over spending.
Push Strategy
Creating the network of resellers, agents, brokers, representatives
You can use the Push Strategy in the following cases:
1. Your product is popular and does not involve deep customization
2. You are new to the market
3. You have a tainted reputation and you can "borrow" mediator’s reputation
4. You're not going to stay long in this market and the release of this product is temporary
Be careful!
1. Advertising your product, in same time you advertise Reseller
2. There are the costs associated with sales, within a developed system of discounts for resellers, various contests, loyalty programs, providing them with various promotional materials, training, sales and so on.
3. Nothing keeps the reseller to break the contract with you
4. It is difficult to control and predict sales. Small businesses always have a certain dependence on distributers which are always pursuing their own interests
5. The breach of contract with a key agent can almost completely block the flow of new customers. This is a fairly common situation where the agent is "big", and you are "small"
Pull Strategy
Selling by yourself
PROS:
1. To release services or products under its own brand
2. To position your product as an element of prestige and service for the elite
3. By investing money in product advertising, in same time you will be supporting your brand
4. To get better control over sales and more stable ROI
cons:
1. The implementation of this strategy requires a financial and time costs
2. Your business is highly dependent on your reputation
Be Smart, do not share your profits with resellers
Sell on glabex.com - Save your time and money
Glabex.com is a unique platform, which helps you to sell your product by yourself, reach enormous number of customers, build your brand and create a reputation
Pequeña presentación sobre los certificados de profesionalidad y cómo obtenerlos, las cualificaciones y competencias profesionales, así como el órgano regulador: SNCP.
A final objective for sales promotion is to enhance or support the integrated marketing communications effort for a brand or company. While building or maintaining brand equity was traditionally viewed as something that was done through media advertising, it has also become an important goal for marketers as they develop their sales promotion programs.
We make use of effective promotional tool Sales Promotion in short term to stimulate quicker or greater purchase of particular products or services by consumer or the trade.
The right ad mix brings customers in without over spending.
Push Strategy
Creating the network of resellers, agents, brokers, representatives
You can use the Push Strategy in the following cases:
1. Your product is popular and does not involve deep customization
2. You are new to the market
3. You have a tainted reputation and you can "borrow" mediator’s reputation
4. You're not going to stay long in this market and the release of this product is temporary
Be careful!
1. Advertising your product, in same time you advertise Reseller
2. There are the costs associated with sales, within a developed system of discounts for resellers, various contests, loyalty programs, providing them with various promotional materials, training, sales and so on.
3. Nothing keeps the reseller to break the contract with you
4. It is difficult to control and predict sales. Small businesses always have a certain dependence on distributers which are always pursuing their own interests
5. The breach of contract with a key agent can almost completely block the flow of new customers. This is a fairly common situation where the agent is "big", and you are "small"
Pull Strategy
Selling by yourself
PROS:
1. To release services or products under its own brand
2. To position your product as an element of prestige and service for the elite
3. By investing money in product advertising, in same time you will be supporting your brand
4. To get better control over sales and more stable ROI
cons:
1. The implementation of this strategy requires a financial and time costs
2. Your business is highly dependent on your reputation
Be Smart, do not share your profits with resellers
Sell on glabex.com - Save your time and money
Glabex.com is a unique platform, which helps you to sell your product by yourself, reach enormous number of customers, build your brand and create a reputation
Pequeña presentación sobre los certificados de profesionalidad y cómo obtenerlos, las cualificaciones y competencias profesionales, así como el órgano regulador: SNCP.
Understanding your members journey: Using CRM and marketing to make it a seam...Associations Network
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Integrated marketing campaign built for my capstone class (IMC636) of West Virginia University's IMC Masters Program. Our class client was Make-A-Wish Michigan and our target audience was Millennials, 21 - 30.
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Integrated Marketing Communications Proposal Kate LaCorte
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Advertising & Promotional Practices Among U.S. Supermarket RetailersAptaris
Advertising is an essential part of doing business in the food industry. But change is happening and keeps on coming. Increasingly, customers are in control, dictating how, where and when they want communications and the demand for relevant content is key. How do food retail advertising and marketing executives make the best use of their budgets and various communication vehicles in order to be successful?
We'll examine:
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- Learn how food retail advertising and marketing executives make the best use of their budgets.
- Various communications vehicles in order to be successful.
Integrated Marketing Proposal for USPS - BIC Class ProjectAlexandra Suazo
CCNY's BIC foundational course Business Strategy & Measurement, taught by Scott Elias, focused on business growth-specifically; how brands have been and are created and curated, acquired and sold. Students learned how to develop, design and implement branding and integrated strategies that optimize business growth, brand equity (value), vitality, and resonance.
Our final assignment focused on business process, facts and findings about the consumer, and the competition and societal landscapes of a brand of choice. As a small team of four, my group tackled the United States Postal Service (USPS). The final presentation included a situational review on the past and current brand perception as well as competitive research on the mail delivery and courier industry, a brand brief framework and identity, and finally an integrated marketing communications plan (IMCP) for the proposed repositioning of USPS.
As team lead, I managed the production (visual design and formatting) and editing of the final PPT presentation and led the content areas related to the consumer audience and their voice and the IMCP. I’m particularly proud of my Instagram idea and mockup on slide 33.
Semester: Fall 2013
Integrated Marketing Proposal for CitiBike - BIC Class ProjectAlexandra Suazo
CCNY's BIC foundational Idea Development course, taught by Gerardo Blumenkrantz, challenged students to learn the basics of idea generation, how to recognize “big ideas,” and how to critique them in order to keep the message on strategy and make the work better.
For the final project, we had the opportunity to develop a multi-media integrated marketing campaign (including a "creative curveball") for NYC’s bike sharing program, CitiBike. As a class, we brainstormed and agreed on one mutual creative brief to work from. Once finalized, each team then worked independently on their creative solution to the communications objective.
The final product was a 15-minute presentation detailing our multi-media campaign, including print, radio, digital and guerrilla marketing, along with foam board prints of the ads.
As team leader, I managed the production (visual design and formatting) and writing/editing of the final PPT presentation, and the development and curation of the digital strategy (the digital hub/#SOSCitiBike).
www.SOSCitiBike.tumblr.com - password: ideadevelopment
Print Ads designed and Photographed by Edward Arredondo.
Copywriting on Print Ads: group effort
Radio Ads Recordings, Guerilla Marketing and Media Plan by Maxime Menant.
Semester: Fall 2013
Managing integrated marketing communication
BY
M. A. Jalil Khan
B.A. ( Honors) M.A. (First Class)
University of Dhaka
MBA (Marketing & Int`l Business)
. Manager, Marketing & Business Development SQUARE Hospitals Ltd. Dhaka
UNIT-9-MANAGING MASS AND PERSONAL COMMUNICATION.pptetebarkhmichale
Invoice Finance
In Ethiopia, Ethio Lease is the first privately owned equipment leasing company with a license from the National Bank of Ethiopia. Ethio Lease provides its customers with carefully selected equipment on the basis of a lease contract, whereby the customer is the Lessee, who has a conditional right to use the equipment, and Ethio Lease is the Lessor, who buys and owns the equipment. If the equipment needs to be imported, Ethio Lease will buy the equipment abroad, using foreign currency from its parent company, AAFC. Ethio Lease customers can pay the lease fee in Ethiopian Birr. While leasing comes in many forms and shapes, for now the only form of leasing that the NBE will allow is a capital lease (aka “financial lease” or “full pay-out” lease). This Ethio Lease can be an alternative foe very few startups, it cannot be considered as a significant alternative for startups since most of them couldn’t fit it and it couldn’t be accessible enough.
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Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
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Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
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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.
2. Integrated Marketing Communication
•Integrated marketing communication refers to integrating all the methods
of brand promotion to promote a particular product or service among
target customers.
•In integrated marketing communication, all aspects of marketing
communication work together for increased sales and maximum cost
effectiveness.
•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 (Kitchen & Burgmann, 2015)
•IMC is an approach to brand communications where the different modes
work together to create aseamless experience for the customer and are
presented with a similar tone and style that reinforces the brand’s core
message.
2
3. 3
Communication Mix
The Marketing Communications Mix is the specific mix
of advertising, personal selling, sales promotion, public relations, Event
and experience, publicity and direct marketing a company uses to pursue
its advertising and marketing objectives.
It is also called promotion mix.
5. 5
Factors influencing Communication
mix
• Types of product
• Use of product
• Complexity of product
• Purchase frequency and quantity
• Fund available
• Type of market
• Size of market
• Geographical area
• Stage of product life cycle
• Level of competition
• Promotional objective
• Price of product
• Desire of market Penetration
• Degree of product differentiation
6. 6
Product life cycle and Communication
Mix.
Pre-Introduction: Light advertising, pre-
introduction publicity
Introduction: Heavy use of advertising, public
relations for awareness, sales promotion for trial
Growth: Advertising, public relations, branding
and brand marketing, personal selling for
distribution
Maturity: Advertising decreases, sales promotion,
personal selling, reminder & persuasion
Decline: Advertising and public relations
decrease, limited sales promotion, personal selling
for distribution
7. Advertising
Any paid form of nonperson presentation and
promotion of ideas, goods, or services by an identified
sponsor.
Cost effective way to disseminate message to built
brand preference and/or educate people.
Identifying target market and buyer motive play vital role in
advertising.
Decision of 5M?
Mission
Message
Media
Money
Measurement
7
9. 9
Deciding on Advertising Budget
Factors Affecting Budget decision.
Stage in PLC
Marketing Share and consumer base
Competition
Advertising frequency
Product substitutability
Advertising elasticity?
10. 10
Advertising medium
Television Ads
Print Ads
Radio Ads
Film Ads
Choosing Among major Media Type
1. Target audience media habit
2. Product and message characteristics
3. cost
12. 12
Evaluation of Advertising Effectiveness
Communication effect research
Consumer feedback method.
Portfolio test.
Laboratory test.
Sales effect Research
13. Sales Promotion
13
Short-term incentives to encourage the
purchase or sale of a product or a service.
Sales promotion includes a wide variety of
promotion tools designed to stimulate earlier
or stronger market response
Advertising offer reason to buy where it offer
incentive to buy
SP is an action-focused marketing event
whose purpose is to have impact on the
behavior of the firm’s customers
27. DISCOUNT
• It is also known as price-off.
• Discounts price cut off the list price on a
particular quantity purchased a stated time
28. ALLOWANCE
They are the amount offered in return for an
agreement by the retailer to feature the
manufacturer’s products in some way;
displays, advertising or otherwise.
29. FREE GOODS
Free goods are the extra merchandise offered
to middlemen who buy a specific amount of a
product
.Companies also offer push money and
specialty advertising items to the middlemen.
31. SALES FORCE PROMOTION
Companies spend huge amount on promotion
focused on industrial consumers.
Trade shows and conventions.
Sales contests.
32. TRADE SHOWS AND CONVENTIONS
TRADE SHOWS AND CONVENTIONS are
effective to reach many customer not reached
with the regular sales force.
33. SALES CONTEST
Sales contest are effective in motivating sales
people or dealer to increase performance over
a given period.
34. Objective of Consumer
Promotion34
Building product awareness
Creating Interest
Increase the sale volume in short term
Attract more customer
Encourage customer for buying
Retain customer and maintain relationship
Increase repurchase
Brand and store switching
Increase footfall
Getting the market information
Encourage the selling of new product
35. FACTORS IN GROWTH OF SALES
PROMOTIONS
Product managers are under pressure to
increase current sales
Companies face more competition
Competing brands offer less differentiation to
rising cost, clutter and legal constraints
Consumers have become more deal-oriented