integrated marketing communication

Marketing Management

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Ayesha Aslam

BBA (HONS)

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Content and Objective

Promotion MixStep of developing marketing communicationSetting total promotion budget and mix Marketing Mix StrategyIntegrated Marketing Communication

To Share information with friends and gain knowledge

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Promotional Mix

Tools used to complete organization communication objectives.

Advertizing Direct marketing Sales Promotion Public Relation Personal Selling

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Step of develop and effecting marketing Communication

Following these are the step include in marketing communication

Identify the target audience Determine the communication objectives Design message Choosing Media Selecting Message Source Collecting Feed Back

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Setting Total Promotion Budget and Mix

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Affordable Method:

Advertising-expense budgeting method based on what a firm's owner, or marketing department, believes the firm can afford to spend on marketing. Since such budgets are not based on any definite objective, the firm may spend too little or too much relative to its needs.

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Percentage Method

A certain percentage of

Current sales.Set promotion expenditure

at a specified percentage

of sale

Example

If a company is expecting sales of 50 lakes then it will allocate its advertising budget as a percentage of its sales say 10 per cent i.e. 5 lakes

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Competitive Parity Method

Advertising-expense budgeting method based on what a brand's or firm's competitors are estimated to be spending. This method assumes the other firms have the same marketing objectives and know what they are doing

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Objective and Task Method

A company's advertising budget generally depends on the company´s marketing goals and objectives. A business can use any of several allocation methods to create its marketing budget. The objective and task method is a method of allocating funds to advertising. Using this method requires the advertising budget to reflect the desired result and the promotional tasks.

Shaping Overall Promotion Mix

Nature of each promotion tools

1. Advantages and disadvantages of each promotion tools

2. Strategies of Promotional Mix

3. Integrated Promotion mix

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Marketing Mix Strategy

Push Strategy Pull Strategy

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Push Strategy

A channel partner term that is used to describe how products and services move through channel partners to the consumer.  A push strategy uses marketing channels, such as trade promotions, to "push" a product or service through to the sales channel. Push strategy is one of several types of channel strategies.

Example of Push Strategy

• Trade show promotions to encourage retailer demand

• Direct selling to customers in showrooms or face to face

• Negotiation with retailers to stock your product

• Efficient supply chain allowing retailers an efficient supply

• Packaging design to encourage purchase

• Point of sale displays

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Pull Strategy

• A pull strategy involves motivating customers to seek out your brand in an active process.

• "Getting the customer to come to you"

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Example of Pull Strategy

• Advertising and mass media promotion

• Word of mouth referrals

• Customer relationship management

• Sales promotions and discounts

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Diagram Of Push $ Pull Strategies

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Integrating Promotion Mix

Integrating Marketing Communication : Combining Communication tools to deliver a consistent complementary message about product or company.

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4 C’s of IMC

• Coherence – different communications are logically connected?

• Consistency – multiple messages support and reinforce, and are not contradictory?

• Continuity – communications are connected and consistent through time?

• Complementary – synergistic, or the sum of the parts is greater than the whole?

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How to integrated promotion mix tools???

• Start With the customer• Analyze Trends internal and external that can

effect companies ability to do business• Audit pockets of communication spending through

out organization • Team up in communication planning• Create Compatible themes, tones and quality

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Conti…….

• Create performance measure that are shared by all communication elements

• Appoint a director

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