Transcript
Advertising & Brand MAnagement
By :-Dr. Divya Chowdhry
Integrated Marketing Communications
A method of carefully
coordinating all promotional
activities to produce a
consistent, unified message that
is customer focused.
Concept behind IMC
Using IMC, the company carefully integrates and coordinates its many communication channels to deliver
a clear,
consistent, and
compelling message
about the organization and its brands
It is a way of looking at the whole marketing process from the view point of the customer.
MARKETING COMMUNICATIONS
OLD VIEW
Marketing communications was earlier taken to be Advertising/Promotions
RECENT VIEWPOINT
All promotional elements of marketing mix which involve the communications between an organization and its target audiences on all matters that affect marketing performance.
Marketing communications is a conversation between a brand and its audience.
Communication channels
Advertising
Packaging
Public relations
Direct marketing
Point of sale
Sales promotions
Word of mouth
Sponsorship
Target audiences
Customers
Consumers
Supplier
Retailer
Employees
Stakeholders
Government agencies and regulators
media
BR
AN
D
Steps in Developing Effective Communications
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Measure results/manage IMC
Types of Marketing Communications
Written Marketing Communication
Posters ,Brochures ,Catalogs ,Flyers , Yellow Pages ,Magazines ,Coupons , Mailers ,Email Packaging
Spoken Marketing Communication
Telephone In Person Public Relations Press Webinar Tradeshows Conferences TV Radio
Physical Marketing Communication
Branding Packaging Brochures Point Of Sale Sponsorships Events Promotional Items
Multimedia Marketing Communication
Technology used within the Marketing Communication Process should provide a use which is reaching more customers and communicating your message to them effectively. Look over the following list of Multimedia Communication Tools thinking about how each of these can be used to convey your unique message.
Website Online Events Radio TV Product Placement
The AIDA Concept
Model that outlines the process
for achieving promotional goals
in terms of stages of consumer
involvement with the message.
The AIDA Concept
Attention
Interest
Desire
Action
AIDA and the Promotional Mix
Awareness Interest Desire Action
Advertising Very effective
Very effective
Somewhat effective
Not effective
Public Relations
Very effective
Very effective
Very effective
Not effective
Sales Promotion
Somewhat effective
Somewhat effective
Very effective
Very effective
Personal Selling
Somewhat effective
Very effective
Very effective
Somewhat effective
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