Stephen darori iintegrate- marketing=communication

INTEGRATED MARKETING

COMMUNICATIONS

Stephen Darori Ph.D.

Agenda

Integrated Marketing Communications

Promotional Mix

Marketing Communications Mix

Promotion Decision Process

Communication Process

Three Reasons for IMC

A company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

Integrated Marketing Communications

Conflicting messages from

different sources or

promotional approaches

can confuse company or

brand images

Why IMC?

The specific mix of advertising,

personal selling, sales promotion,

and public relations a company

uses to pursue its advertising and

marketing objectives.

Promotional Mix

Promotional Mix

• Advertising: – Any paid form of non-

personal presentation and promotion of ideas, goods, or services by an identified sponsor

• Sales promotion:– Short-term incentives to

encourage purchase or sale of a product or service

• Public relations:– Building good relations and

corporate image with the company’s publics using publicity, and handling unfavourable events

• Personal selling:– Personal presentation by

the firm’s sales force for the purpose of making sales and building customer relationships

• Direct marketing:– Direct communications with

targeted individuals to obtain an immediate response and lasting customer relationships

Marketing Communications Mix

Source: walmart.com, target.com, kmart.com; Business 2.0, June 2003

Promotion Decision Process

Communication Process

A Product in the Mature Stage of the PLC

Promotion over PLC

Directing the promotional mix

to channel members to gain

their co-operation in ordering

and stocking a product.

“Push” Channel Strategy

Directing the promotional

mix at ultimate consumers

to encourage them to ask

the retailer for the product

“Pull” Channel Strategy

THREE Reasons

for

IMC

Media Explosion

Consumers Take Over

Branding is Everything

Three Reasons for IMC

Media Explosion

Consumers Take Over

Consumers Take Over

• Media fragmentation• Explosion of cable TV• Birth of the Internet• TiVo/DVRs• Viral Marketing• Rise of the Blog• Social Networking• Consumer Generated

Media

Signs that the Consumer is in Control

Media Explosion

Consumers Take Over

Branding is Everything

Three Reasons for IMC:

Branding is Everything!

Click Here

ADAGEMore Consumers Make the Switch to Macs Analysts Say Apple's Disciplined Marketing Is Behind Trend, not Just Vista 'Debacle'

YORK, Pa. (AdAge.com) -- For a long time, David Alison was a Mac hater.

In fact, one of the avatars he used was the face of actor John Hodgman, the PC guy in Apple's "Get a Mac" ads. As a software developer, he was heavily invested in and committed to Windows. While he had been a longtime iPod fan, it hadn't been enough to get him to switch.

Gaining converts: But then last year his friends started buying iPhones and making the switch -- "guys like me, who didn't really care for Macs." And when the latest Windows operating system, Vista, came out, "It didn't do anything for me," Mr. Alison said. "The very initial version was really a mess.

The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

Summary: Integrated Marketing Communications

Summary

Integrated Marketing Communications

Promotional Mix

Marketing Communications Mix

Promotion Decision Process

Communication Process

Three Reasons for IMC