CREATIVE Consumer sales promotion

CREATIVE Consumer

sales promotion

Issues

Overview of Integrated marketing communications (IMC)Element of marketing communications

Key features of IMC

CREATIVE Consumer sales

promotion

Element of Marketing Communications

CREATIVE Consumer sales

promotion

CommunicationIs the process whereby thoughts are conveyed and meaning is shared between individuals or between organizations

and individuals.

Marketing Is the set of activities whereby business ad other organizations

create transfer of value (exchanges) between themselves and their

customers

CREATIVE Consumer sales

promotion

Communication Marketing

Marketing communications represents the collection of all elements in a brand’s

marketing mix that facilitate exchanges by establishing shared meaning with the brand’s customer or clients

CREATIVE Consumer sales

promotion

Sales Promotion

Events and experience

Public relations and publicity

Direct marketing

Advertising

InternetOut of home

TV Newspaper Radio

Advertising

CREATIVE Consumer sales

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Packaging

Print/Poster

Point of purchasesign

Siam TamiyaTAMIYA CALENDAR2011, Design

AdvertisingCREATIVE

Consumer sales

promotion

Samsonite, 'HEAVEN AND HELL'2011 Print

AdvertisingCREATIVE

Consumer sales

promotion

Thailife insurance, ‘Melody of life’2009 TV

Spikes AsiaFestival of creativity

AdvertisingCREATIVE

Consumer sales

promotion

CREATIVE Consumer sales

promotion

Sales Promotion

Trade-orientedUse of various types of allowance to encourage wholesaler and retailer

response

Consumer-oriented Use of various types of

tools to trigger consumer reaction

CREATIVE Consumer sales

promotion

Sales Promotion

Trade-orientedDisplay allowance

Consumer-oriented Coupon RebateContest

SweepstakePremiumPrice off

CREATIVE Consumer sales

promotion

Sales Promotion ในวาระครบรอบ50 ปี พานาโซนิค

ในประเทศไทยเชญิสง่ภาพถ่ายเขา้ประกวดใน

“โครงการ โชว์ ของเก๋า เล่าวนั

” วาน ในหวัขอ้ 50 ปี แหง่ความ

ผูกพนั โดยมีสนิค้าเนชัน่แนลหรอืพานาโซนิคประกอบอยูใ่น

ภาพ ชงิรางวลั กวา่ 150,000

 บาท

CREATIVE Consumer sales

promotion

Sales Promotionของรางวลัรางวลัใหญ่ไป

เกาหลี แพค็เกจ ทัวรเ์กาหลี พรอ้ม

ท่ีพกั 5 วนั 4 คืน1 รางวลั สำาหรบั

4 ท่าน จบัทกุเดือน

iPad2 รวม 3 รางวลั

แจกทกุสปัดาห์iPhone4s รวม 14

รางวลัหมดเขตรบัชิน้

สว่น 24 ม.ิย. 2555

วธิรีว่มสนุก- ฉีกฝาฟรอยส์

- แนบหรอืกรอก ชื่อ นามสกลุ ท่ีอยู่ เบอร์ โทรศัพท์ท่ีติดต่อได้ และหมายเลขบตัร

ประชาชน

CREATIVE Consumer sales

promotion

Events and experience

The practice of promoting the interests of a

company and its brands by associating

the brand with a specific event

Events and experienceCleaning up the city with Mrs. Meyer

CREATIVE Consumer sales

promotion

Public relations and publicity

It usually assumes the form of news items or editorial comments about product/service

Like advertising, describes

nonpersonal communication to

a mass audience; but unlike

advertising, the sponsoring

company does not pay for

advertising time or space

Public relations and publicity

CREATIVE Consumer sales

promotion

Direct marketing

communicate directly with or solicit response or dialogue from specific

customers and prospects

Mail, telephone, fax, e-mail, or internet

Advertising Agency: Duval Guillaume, Antwerp, Belgium

Direct marketing

Direct marketing

Turismo Portugal

Key features of IMC

1. Affect Behavior

Not just to influence brand awareness or enhance attitudes toward the brand but move people to action.

CREATIVE Consumer sales

promotion

Key features of IMC

2. Start with the customer or prospect

The IMC approach avoids an “inside-out” (from company to customer) and focus more on “outside-in”

CREATIVE Consumer sales

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Key features of IMC

3. Use any and all forms of contacts

Use whatever media and contact best enable communicator to deliver the brand-concept message

to the designated audience

CREATIVE Consumer sales

promotion

Key features of IMC

4. Achieve synergy

All of the communication elements must speak with a single voice; coordination is absolutely critical to

achieving a strong and unified brand image and moving consumers to action

CREATIVE Consumer sales

promotion

Key features of IMC

5. Build relationships

The relationships building is the key to modern marketing and that IMC is the key to relationship building.

It entails repeat purchases and perhaps even loyalty.

CREATIVE Consumer sales

promotion

Thank you

CREATIVE Consumer sales

promotion