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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