ApplyingIntegrated Marketing Communication

to Social Marketing

Jyotika RamaprasadCollege of Mass Communication and Media Arts

Southern Illinois University

A. Social Marketing

Social Marketing is

An idea attached to leadership A passion for social change

OR

The planning and implementation of programs to create social change using

concepts and tools from commercial marketing

B. Commercial Marketing

Commercial Marketing is

Providing what customers want in return for something they are willing to give.

Commercial Marketing uses

The marketing mix to realize this goal.

B. Commercial Marketing

The Marketing Mix is

(Traditionally said to be) composed of the four Ps

1. Product2. Price3. Place

4. Promotion

(Today said to be) composed of the four Cs

1. Consumers2. Cost

3. Convenience4. Communication

B. Commercial Marketing

Promotion is

(Traditionally said to be) composed of 1. Advertising

2. Sales Promotion3. Public Relations

4. Publicity

Communication is(Today said to be) composed of

The above and other elements including marketing mix elements such as product and packaging (which also

communicate)

This is called Integrated Marketing Communication

C. Integrated Marketing Communication (IMC)

To repeat, IMC is the use of all communication means to advance your cause.

But

These messages must be

Consistent

Why?

Because repetition aids memory Because consumers engage in “sound bite” learning

Because consumers accumulate “mental maps”

E. Practice

Determine what strategies and tactics are used to accomplish objectives.

1. Objectives: What you want to accomplish

2. Strategy: Ideas for accomplishing objectives

3. Tactics: Actual public awareness campaign

D. Practice

That is, based on researchdetermine what targetsreceive what messagesat what timethrough which communication means (which marketing communication means as well as which media)

using what tactics

to accomplish what objective