Transcript
Integrated Marketing Communications
Advertising ng Promotions
Integrated Marketing Communications
- A concept of marketing communications planning that recognizes the added value of comprehensive plan that evaluates the strategic roles of communication disciplines and combines those to provide clarity, consistency, and maximum communications impact.
Integrated Marketing Communications
IMCPublic
Relations
General Advertising
Sales Promotion
Sponsorships and
Events
Integrated Marketing Communications
- involves coordinating the various promotional elements and other marketing activities that communicate to target audiences.- All forms of promotion to achieve maximum communications impact.
Importance of IMC Efficient and effective marketing
communication programs Consistency of messages according to
the positioning or the brand
Marketing Revolution = IMC Shifting marketing pesos from media
advertising to other forms of promotion› Media Advertising is not cost effective› Traditional Advertising is not as effective
anymore› Price Competition› Price Promotions proven to be more
effective in some commodities
Marketing Revolution = IMC Fragmentation of media markets = less
emphasis on mass media like event sponsorships and social media.› Targeted media proven to hit more
accurate target markets rather than mass advertising
Marketing Revolution = IMC A shift in market place power from
manufacturers to retailers› Shifting Marketing money from advertising
to POP promotional activities› New technology like check-out scanners
provide information on the effectiveness of promotional programs making sales promotion done easier and readily evaluated
Marketing Revolution = IMC Rapid Growth in Database Marketing.
Use of computers to build databases containing customer names; geographic, demographic, and psychographic profiles; purchase patterns; media preferences, and other characteristics.› Used to target consumers through direct
marketing methods.
Marketing Revolution = IMC Changes in Media buying practices.
› More and more advertising agencies recognize the shift in effective marketing programs other than mass advertising.
Promotion- Coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or promote and idea.
Promotional MixPromo Mix
Advertising Direct Marketing
Sales Promotion
Public Relations/ Publicity
Personal Selling
Basic tools used to accomplish an organization’s communication objectives.
Advertising Advertising is the communication of
information, persuasive in nature, about products, service, or ideas by identified sponsors though various media.› Best-known and widely used form of promotion› Cost effective for mass consumer markets› Used to create images or symbolic appeals for a
company or brand› Develop awareness or a positive image for its
products over a longer period.
Direct Marketing Direct communication of organizations
to target customers to generate a response and/or a transaction.› Direct Mail› E-mail Marketing› Sales-Calls
Sales Promotion Marketing activities that provide extra
value or incentives to the sales force, distributors, or the ultimate consumer and can stimulate immediate sales.› Price Sale/Price-offs
Buy 1 take 1 Buy 1 get next item 50%-off Buy minimum of 500.00 get a 50Php Coupon Free Premium Items Bundles/Inserts
Examples of Sales Promotion
Price Sale/Price-offs Buy 1 take 1 Buy 1 get next item 50%-off Buy minimum of 500.00 get a 50Php
Coupon Free Premium Items Bundles/Inserts
Sales Promotion› Couponing› Contests› Rebates› Raffles
Trade Sales Promotion – Targeted toward marketing intermediaries such as wholesalers, distributors, and retailers.
Sales PromotionTrade Sales Promotion – Targeted toward marketing intermediaries such as wholesalers, distributors, and retailers to encourage the trade to increase stocks.
› Price Deals› Sales Contests› Trade Shoes
Publicity- Non-personal communications
regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship
- Not directly paid by the organization.- News story- Editorial- Announcement-Advantages: Credible and Cost Effective
Public Relations- Management function which evaluates
public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance.
- Has broader objective than publicity- Purpose in to establish and maintain
positive image of the company among its various public.
Public Relations- Uses Publicity and other tools:
• Special publications• Community Activities• Fund-raising• Sponsorship of special events• Public affair activities
Personal Selling- Person to person communication in
which a seller attempts to assist and/or persuade prospective buyers to purchase products.
Promotional Management- Coordinating the promotional mix
elements to develop a controlled, integrated program of effective marketing communications
Developing the PromoMixConsider:• Type of Product• Target Market• Buyer’s Decision Process• Stage of the Product life cycle• Channels of Distribution
IMC Planning ModelReview of Marketing Plan
Analysis of Promotional Program SituationAnalysis of Communication Process
Budget
Develop IMC Program
Advertising Direct Marketing
Sales Promotion
PR/Publicity
Personal Selling
ObjectivesStrategy
Integrate and ImplementMonitor, Evaluate, and Control IMC programs
IMC Planning ModelReview of Marketing Plan
Examine overall maketing plan and objectivesRole of advertising and promotionsCompetitive Analysis
Analysis of Promotional Program SituationInternal Analysis
Promotional Department OrganizationFirm’s ability to implement promotional programAgency evaluation and selectionReview of previous program results
External AnalysisConsumer Behavior AnalysisMarket Segmentation and target marketingMarket Positioning
IMC Planning ModelAnalysis of Communication Process
Analyze receiver’s response processesAnalyze Source, Message, channel factorsEstablish communications goals objectives
Budget PlanningSet tentative marketing communications budgetAllocate tentative budget
Develop IMC ProgramSet ObjectivesDevelop StrategiesSet Tentative Budget
Advertising, PR, Direct Marketing, Sales Promo, Personal Selling
IMC Planning ModelIntegrate and Implement
Integrate promotional mix strategiesCreate and produce adsPurchase media time, space, etc.Design implement direct marketing programsDesign distribute sales promotion materialsDesign and implement public relations/publicity programs
Monitor, Evaluate, and Control IMC programsEvaluate promotional program results/effectivenessTake measures to control and adjust promotional strategies
Discussion How would each
element of the PromoMix be used to market trendy sneakers?
Reading Assignment Consumer Behavior Setting your Target Market
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