Ad session3

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