IMC

1. A Lecture by Precious Chanaiwa
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2. Communication link between buyers
and sellers.
Function of informing, convincing,
and influencing a consumer’s
purchase decision.
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3. Message that deal with buyer-
seller relationship.
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4. Coordination of all promotional
activities – media advertising, direct
mail, personal selling, sales promotion,
public relations, and sponsorships – to
produce a unified, customer-
focused promotional message.
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7. Companies should not ask only
 “How can we reach our customers?”
but also
 “How can our customer reach us?”
To communicate effectively, marketers
need to understand the fundamental
elements of effective communication.
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8. Promotion Mix
Advertising
Sales
Promotion
Public
Relations
Personal
Selling
Direct
Marketing
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• Print & broadcast ads
• Packaging – outer
• Packaging inserts
• Motion Pictures
• Brochures & booklets
• Posters & leaflets
• Directories
• Reprints of ads
• Billboards
• Display signs
• Point-of-purchase display
• Audiovisual material
• Symbols and logos
• Videotapes
Advertising

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• Contests, games,
sweepstakes, lotteries
• Premium and gifts
• Sampling
• Fairs and trade shows
• Exhibits
• Demonstration
• Coupons
• Rebates
• Low-interest financing
• Entertainment
• Trade-in allowance
• Continuity programs
Sales
Promotion

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• Press kits
• Speeches
• Seminars
• Annual Reports
• Charitable donations
• Sponsorships
• Publications
• Community Relations
• Lobbying
• Identity Media
• Company Magazine
• Events
Public
Relations

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• Sales Presentations
• Sales meetings
• Incentive Program
• Samples
• Fair &Trade shows
Personal
Selling

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• Catalogs
• Mailing
• Telemarketing
• Electronic Shopping
• TV Shopping
• Fax mail
• E-mail
• Voice mail
Direct
Marketing

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SENDER Encoding Decoding RECEIVER
Response
Feedback
Media
Message
Noise

15. The sender’s task is to get his or her
message through to the receiver.
The target audience may not
receive the intended message for
any of the three reasons
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16. people are bombarded by;
1600 commercial messages a day,
of which 80 are consciously noticed,
& about 12 provokes some reaction.
Selective attention explains why ads with bold
headlines promising something, such as
“How to make a Million”, have a high
likelihood of grabbing attention.
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17. Receivers will hear what fits into their
beliefs system. As a result, receiver often
add things to the message that are not there
and do not notice other things that are
there in actual.
The communicators’ task is to strive for
simplicity, clarity, interest, and
repetition to get the main points across.
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18. People will retain in long-term memory only a
small fraction of the messages that reach them.
If the receiver’s initial attitude toward the object is
positive and he or she rehearses support
arguments, the message is likely to be accepted
and have high recall.
If the initial attitude is negative and the person
rehearses counterarguments, the message is
likely to be rejected but to stay in long-term
memory.
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20. Identify the target audience
Determine the communication objectives
Design the message
Select the communication channels
Establish the total communication budget
Decide on the communication mix
Measure the communication results
Manage the integrated marketing communication process
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22. The process must start with a
clear target audience in mind:
Potential buyers of the company’s products,
Current users, Deciders, or Influencers;
individuals, groups, particular publics or the
general public.
The target audience is a critical influence on the
communicator’s decisions on what to say,
how to say it, when to say it, where to say
it, and whom to say it. 22

23. A major part of audience analysis is assessing
the current image of the company, its
products, & its competitors.
Image – is the set of believes, ideas, and
impressions a person holds regarding an
object.
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24. The first step is to measure the target
audience’s knowledge of the object,
using the familiarity scale:
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KnowVery
Well
Know a Fair
Amount
Know a Little
Bit
Heard of
Only
Never Heard
of

25. Respondents who are familiar with the
product can be asked how they feel towards
it, using the favorability scale:
Very
Favorable
Somewhat
Favorable
Indifferent
Somewhat
Unfavorable
Very
Unfavorable
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26. B A
D
C
Favorable
Attitude
Unfavorable
Attitude
High
Familiarity
Low
Familiarity
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27. Hush Puppies brand of
casual shoes lost its fashionable
image.Then a fashion designer
used Hush Puppies dyed in bright
colors.The Hush Puppies image
went from stodgy to avant-
garde. And once the “new” Hush
Puppies were in demand, sales
went from under 30,000 pairs
in 1994 to 1.7 million pairs in
1996.
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• The communicator’s task is to build awareness, perhaps
just name recognition, with simple messages repeating
the product name.
1. Awareness
• Goes beyond the awareness to leaning about the
product features.
2. Knowledge
• If target members know the product, how to they feel
about it? If the audience looks unfavorably, the
communicator has to find out why. If the unfavorable
view is based on real problems, a communication
campaign alone cannot do the job.
3. Liking

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• The communicator must try to build consumer preference by
promoting quality, value, performance, and other features.
The communicator can check the campaign’s success by
measuring audience preference after the campaign
4. Preference
• The communicator’s job is to build confidence among the
interested target market
5. Conviction
• Some members of the target audience might have conviction
but not quite get around to making the purchase.The
communicator must lead these consumers to take the final
step, perhaps by offering the product at a low price, offering a
premium, or letting consumers try it out.
6. Purchase

32. In determining message content,
management searches for an appeal,
theme, idea, or unique selling
proposition.
there are 3 types of appeals: rational,
emotional, and moral.
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• They claim product will produce
certain benefit – Nokia batteries,
BMW strong body
Rational
Appeal -
engages self-
interest
• Attempt to stir up negative or
positive emotions that will motivate
purchase – Dalda cooking oil, donate
an eye
Emotional
Appeals
• They are directed to the audience’s
sense of what is right and proper –
AIDS, Cancer
Moral Appeals

34. Message Structure is made in a way, that hit
the right target audience –
U-fone for everybody,
Mustang for young people,
Indigo for Business Personnel
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35. The communicator must develop a strong
message format.
In print ad, the communicator has to decide
on headline, copy, graphic, color.
In radio ad, communicator has to choose
words, voice qualities and vocalizations.
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36. Message delivered by attractive or
popular sources achieved higher
attention and recall.
Message delivered by highly credible sources
are more persuasive.
Pharmaceutical companies want
doctors to testify about product benefits
because doctors have high credibility.
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37. What factors underline source credibility?
The 3 most often identified factors are;
 Expertise – is the specialized knowledge
the communicator possesses to back the claim
– doctors, engineers, experts of field
 Trustworthy – is related to how objectives
and honest the source is perceived to be –
loyal customers
 Likability – describes the source’s
attractiveness – celebrity Shahrukh Khan &
Reema for Pepsi, Shan for Indigo
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39. Personal communication channel involve
2 or more persons communicating
directly with each other face-to-face,
person to audience, over the
telephone, or through e-mail.
Word-of-Mouth is the most powerful
tool in this type of communication
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40. Personal influence carries especially great
weight in two situations.
One is with products that are expensive,
risky, or purchased infrequently.
The other situation is where the product
suggests something about the user’s
status or taste.
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41. Non-personal channels include
 Media
 Atmosphere
 Events
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Media – consists of print media (newspaper, magazines,
direct mail), broadcast media (radio, television),
electronic media (audiotape, videotape, videodisk, CDs,
DVDs,WebPages), and display media (billboards, signs,
posters)
Atmosphere – are ‘packaged environments’ – a five
star hotel will use elegant chandeliers, marble columns &
other tangible signs of luxury.
Events – are occurrences deigned to communicate
particularly messages to target audiences, arrange news
conferences, grand openings, and sports
sponsorships to achieve specific communication effects
with a target audience

44. One executive said: “Why, it’s simple. First, I go upstairs
to the controller and ask how much they can afford to
give us this year. He says a million and a half. Later, the
boss comes to me and asks how much we should spend
and I say, ‘ Oh, about a million and a half.’”
The affordable method of setting budgets completely
ignores the role of promotion as an investment
and the immediate impact of promotion on sales
volume. It lead to the uncertain annual budget,
which makes long-range planning difficult.
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45. Many companies set promotion expenditure at a
specified percentage of sales or of the
sales price.
A railroad company executive said:
“We set our appropriation for each year on
December 1 of the preceding year. On that
date we add our passenger revenue for the
next month and than take 2 percent of the
total for our advertising appropriation for the
new year.
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46. Some companies set their promotion
budget to achieve share-of-voice parity with
competitors.
Two arguments are made in support of the
competitive-parity method. One is that
competitors’ expenditures represents the
collective wisdom of the industry.The other
is that maintaining competitive parity
prevents promotion wars.
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47. The objective-and-task method calls upon
marketers to develop promotion budgets by
defining specific objectives, determining
the task that must be performed to
achieve these objectives, and estimating
the costs of performing these tasks.The sum
of these costs is the proposed promotion
budget.
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50.  Advertising can be used to build a long-term image
for a product or trigger quick sales.
 Advertising can efficiently reach geographically
dispersed buyers.
 Certain form of advertising can require a large
budget, some can be done on a small budget.
 Advertising might have an effect on sales simply
through its presence.
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51. Advertorial – are ads that contain editorial
content and may be hard to distinguish from a
newspaper’s and magazine’s content.
Infomercials – areTV commercial that appear
to be 30 minute television shows
demonstrating or discussing a product.Viewers
can phone and order the product and these
infomercial products directly measurable results.
Banners – are small signs onWeb pages
advertising an offer or company that can be
reached by clicking on the banner.
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52. Sales-promotion tools – coupons, contests,
premiums and the like – are highly diverse.
Companies use sales-promotion tools to draw a
stronger and quicker buyer response offers
and boost sagging sales
They offer 3 distinctive benefits: Communication,
Incentive, Invitation
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53. The appeal of public relation and publicity
is based on three distinctive qualities:
 High credibility,
 Ability to catch buyers off guard &
 Dramatization
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54. High credibility – news stories and
features are more authentic and credible to
readers than ads.
Ability to catch buyers off guard –
public relation can reach prospects who
prefer to avoid salespeople and
advertisements.
Dramatization – public relation has the
potential for dramatizing a company or
product.
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55. Personal selling is the most effective tool
at later stages of the buying process,
particularly in building up buyer
preference, conviction, and action.
Personal selling has 3 distinctive qualities.
 Personal confrontation,
 Cultivation,
 Response
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56. Personal confrontation – personal selling
involve an immediate and interactive
relationship between 2 or more persons.
Cultivation – personal selling permits all kinds
of relationships to spring up, ranging from a
matter-of-fact selling relationship to a deep
personal friendship. Sales reps will normally
have customers’ best interests at heart.
Response – personal selling makes the buyer
feel under some obligation for having listened
to the sales talk.
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57. There are many forms of direct marketing –
direct mail, telemarketing, Internet
marketing – they all share 4 distinctive
characteristics.
 Nonpublic,
 Customized,
 Up-to-date,
 Interactive
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58. Nonpublic – the message is normally
addressed to a specific person.
Customized – the message can be prepared
very to appeal to the addressed individual
Up-to-date – a message can be prepared
very quickly
Interactive – the message can be changed
depending on the person’s response
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60. Promotional allocation vary between consumer
and business markets
Consumer marketers spend on sales
promotion, advertising, personal selling and
public relations, in that order.
Business marketers spend on personal
selling, sales promotion, advertising, and
public relations, in that order.
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61. Push Strategy – It involves manufacturer
using sales force sand trade promotion
to induce intermediaries to carry, promote,
and sell the product to end users.
Push Strategy is especially appropriate where
there is low brand loyalty in a category,
brand choice is made in the store, the
product is an impulse item, and product
benefits are well understood.
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Pull Strategy – it involves the
manufacturer using advertising and
consumer promotion to induce consumers
to ask intermediaries for the product, thus
inducing the intermediaries to order it.
Pull strategy is especially appropriate when there
is high brand loyalty and high involvement
in the category, people perceive differences
between brands, and people choose the
brand before they go to the store.

63. Promotional tools also vary in cost
effectiveness at different stages of the
product life cycle.
 Introduction Stage
 Growth Stage
 Maturity Stage
 Decline Stage
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 Introduction Stage – advertising and publicity
have the highest cost effectiveness, followed by personal
selling to gain distribution coverage and sales promotion
to induce trial.
 Growth Stage – all the tools can be toned down because
demand has its own momentum through word of mouth
 Maturity Stage – sales promotion, advertising, and
personal selling all grow more importing, in their order
 Decline Stage – sales promotion continues strong,
advertising and publicity are reduced, and salespeople
give the product only minimal attention.

65. According to American Association of Advertising
Agencies, IMC is:
A concept of marketing communication planning that
recognizes the added value of a comprehensive plan
that evaluates the strategic roles of a variety of
communications disciples – for example, general
advertising, direct response, sales promotion and
public relations – and combines these disciplines to
provide clarity, consistency, and maximum
communications’ impact through the seamless
integration of discrete message.
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