Integrated Marketing Communications

A method of carefully coordinating all promotional activities to produce a consistent, unified message that is customer focused.

Point ofpurchase

Publicity

Publicrelations

Directmarketing

Interactivemarketing

Specialevents

Packaging

Salespromotion

Directresponse

Traditional Approach to Marketing Communications

MediaAdver-tising

Contemporary IMC Approach

Point ofpurchase

Publicity

Interactivemarketing

Publicrelations

Directmarketing

Specialevents

PackagingSalespromotion

Directresponse

MediaAdver-tising

IMC Promotional Mix

What is promotion?

• Any form of communication a business or organization uses to inform, persuade, or remind people about its products.

The Promotional Mix is a combination of the different types

of promotion.

AdvertisingAdvertising

Direct MarketingDirect Marketing

Sales promotionsSales promotions

Sales PromotionSales Promotion

Publicity/PublicRelationsPublicity/PublicRelations

AdvertisingAdvertising

Direct MarketingDirect Marketing

Publicity/public relationsPublicity/public relations

Personal sellingPersonal selling

Basic Elements of the Promotional Mix in IMC

What is the largest form of promotion?

• Personal Selling!– This type of promotion

requires contact with potential buyers

– EG: sales presentations, sales meeting, incentive programs, fairs and trade shows.

Advertising….

• Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.

• E.g.: print and broadcast Ads, brochures and leaflets, billboards, display signs symbols and logos etc...

Advertise

here!

• A variety of a short term incentives to encourage trial or purchase of a product or services.

• E.g.: sampling, gifts, coupons, demo, rebates ,etc…

Sales Promotion

Public Relations/Publicity

• Any activity designed to create a favorable image toward a business, its products or its policies.

• E.g.: speeches, press kits, annual report, charitable donations, company magazine etc…

Direct marketing

• Use of mail, telephone, fax, e-mail or internet to communicate directly with or solicit response or dialogue from specific customers and prospects.

• E.g.: mailings, telemarketing, e-shopping, catalogs, websites, blogs etc…

Purpose of promotional mix • Informing• Informing • Reminding• Reminding

• Persuading• Persuading

• Target• Audience

• Target• Audience

• PLC Stages:• Introduction • Early Growth

• PLC Stages:• Growth • Maturity

• PLC Stages:• Maturity

Factors Affecting the Promotional Mix

Nature of Product Nature of Product

Stage in PLCStage in PLC

Target Market FactorsTarget Market Factors

Type of Buying DecisionType of Buying Decision

Promotion FundsPromotion Funds

Push or Pull StrategyPush or Pull Strategy

Factors AffectingChoice of Promotional Mix

Factors AffectingChoice of Promotional Mix