A INTRODUCTION TO INTEGRATED MARKETING

COMMUNICATION(IMC)

Pertemuan 1 & 2By: Dr. Dominiq Tulasi

Mata kuliah : 00274 / Integrated Marketing Communication (IMC) Tahun : 2009/2010

Bina Nusantara University 3

Learning ObjectivesLearning Objectives

• At the end of this course, students expected to conclude the comprehension, application, analysis, synthesis and the concept of Integrated Marketing Communication, related to its all elements in achieving end consumers or market targeting.• The students are expected to originate their analysis based on Marketing Mix and its derivation on Promotional Mix as starting point of understanding Integrated Marketing Communication (IMC).

Bina Nusantara University 4

THE EVOLUTION OF IMC:

• During the past several decades, companies around the world have perfected the art of mass marketing—selling highly standardized products to masses of customers. In the process, they have developed effective mass-media advertising techniques to support their mass-marketing strategies. These companies routinely invest millions of dollars in the mass media, reaching tens of millions of customers with a single ad. • However, as we move into the twenty-first century, marketing managers face some new marketing communications realities; (Kotler and Amstrong, 2004: 467).

Bina Nusantara University 5

The Changing Communications Environment (1)

• New technologies also provide new communications avenues for reaching smaller customer segments with more-tailored messages.• The shift from mass marketing to segmented marketing has had a dramatic impact on marketing communications. Given this new communications environment, marketers must rethink the roles of various media and promotion mix tools.

Bina Nusantara University 6

The Changing Communications Environment(2)

• Mass-media advertising has long dominated the promotion mixes of consumer product companies. However, although television, magazines, and other mass media remain very important, their dominance is now declining.• Market fragmentation is now has resulted in media fragmentation—in an explosion of more- focused media that better match today’s targeting strategies.

Bina Nusantara University 7

WHAT IS IMC?

IMC is a concept of marketing communication planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines – for example, general advertising, direct response, sales promotion, and public relations – and combines these discipline to provide clarity, consistency, and maximum communications impact, (AAAA=American Association of Advertising Agencies).

Bina Nusantara University 8

WHAT IS IMC? (2)

• IMC Is a new way of looking at the whole, where once we saw only at parts such as advertising, PR, Sales Promotion, Purchasing, employee communication and so forth” (Don Schultz, Stanley Tanenbaum & Robertlauterborn).• IMC is the process of developing and implementing various forms of persuasive communications programs with customers and prospects over time. The goal of IMC is to influence or directly affect the behavior of the selected communications audience.

Bina Nusantara University 9

WHAT IS IMC? (2)

•IMC is 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. (Kotler and Amstrong, 2004: 469)

Bina Nusantara University 10

The Objective of IMC

•The objective Is to create Synergy, which means that coordinating marketing communication tools creates more impact than the tools would have without such coordination.

• Integrate promises more efficiency, maintain customer loyalty and also support consistency in total marketing programs.

•The coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost; (Kotler, 2004: 467).

Bina Nusantara University 11

PROMOTION AND INTEGRATION TOOLS:

•Promotion is The coordination of all seller initiated efforts to set up channels of information and persuasion to sell good and services or promote an idea. (Michael L. Ray).

•Promotion is one of the four components of the mix that contains another series of marketing functions.

Bina Nusantara University 12

PROMOTION AND INTEGRATION TOOLS:

•Traditionally, promotional activities include advertising, sales promotions, and

personal selling activities. The sales promotion are normally includes both sales and trade promotions. Within the context of promotions, some add direct marketing and public relations programs as depicted in figure bellow:

Bina Nusantara University 13

The Marketing Mix and Promotion The Marketing Mix and Promotion MixMix

(The Starting Point)(The Starting Point)

Product Price Promotion Place

AdvertisingSales

PromotionPersonalSelling

Direct Marketing

PublicRelations

Bina Nusantara University 14

MARKETING COMMUNICATION MIX/PROMOTION MIX-

FIVE MAJOR PROMOTION TOOLS:

1. Advertising is the any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

although advertising is used mostly by business firms, it also is used by a wide range of not-for-profit organizations, professionals, and social agencies that advertise their causes to various target publics.

Bina Nusantara University 15

2. Sales promotion is the short-term incentives to encourage the purchase or sale of a product or service. Its main purpose is to stimulate immediate action. Uses a variety of incentive for consumer and trade-The primary strength of this is that it offers an “extra incentive” for consumer to act.

Promotion has the power to influence behavior because it offers the buyer superior value in the short term.

ex. a McDonald’s Happy Meal purchase etc.

Bina Nusantara University 16

SALES PROMOTION

Bina Nusantara University 17

3. Public Relations is the building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

• used to create and maintain goodwill and control a corporate / brand image.

• the use of information and the communication ofthat information through a variety of media to influence public opinion.

• Several strength, wide reach, credibility, flexibility andrelatively low costs.

Bina Nusantara University 18

4. Personal selling is the personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.

5. Direct marketing is the direct connections with carefully targeted individual consumers to both obtain and immediate response and cultivate lasting customer relationships—the use of telephone, mail, fax, e-mail, the Internet, and other tools to communicate directly with specific consumers; (Kotler and Amstrong, 2004: 467).

Bina Nusantara University 19

Direct marketing

• Strengths,More targeted than other forms of marketing communicationAbility to personalize approach; Results are measurable All elements are testable Flexible.

• Weaknesses,Ineffective unless used as long term strategyPoorly execute creates distrust and poor image

Bina Nusantara University 20

THANK YOU!

THE WINNER NEVER QUITS… AND, THE QUITTER NEVER WINS……!