Module I Integrated Marketing Communications (IMC) Strategy

7/25/2019 Module I Integrated Marketing Communications (IMC) Strategy

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INTEGRATED MARKETINGCOMMUNICATIONS (IMC) STRATE

The Marketing Communication Mix

Integrated Marketing Communications


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THE MARKETING COMMUNICAMIX / PROMOTIO

A specifc blen !" #i$ !%&

Advertising

Sales Promotion

Public Relations

Personal Selling and

Direct Marketing

Interactive/Internet marketing


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AD'ERT

Ae"isin* is +e ,cii- !% attractingpublic attention ! , p"!.c !"b.siness ,s b paid announcementsin the print! broadcast! orelectronic media

AMA " 0An- paid #orm o# non"personal presentation !% ie,s*!!s ,n se"ices b- ,n ienifesp!ns!"12


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SA3ES PROMO

A short"term incentives(!4e"s) !enc!.",*e +e p."c+,se !" s,le !% ,p"!.c !" se"ice

A direct inducement

$encouragement% +, o&ers anextra valueor incentive %!" +ep"!.c ! +e s,les %!"ceis"ib.!"s !" +e .li#,e c!ns.#e"5i+ +e p"i#,"- !b6ecie !% c"e,in*,n i##ei,e s,le1


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PU73IC RE3A 'uilding good relations 5i+ +ec!#p,n-8s various publics bobtaining #avorable publicitb.ilin* .p , *!! c!"p!",e i#,*e ,nhandling an un#avorable ne(s

P.blic Rel,i!ns evaluates public

attitudes ienifes +e p!licies ,np"!ce."es !% ,n !"*,ni9,i!n 5i+ +ep.blic ine"es ,n executes aprogram o# action (,nc!##.nic,i!n) to earn publicunderstanding and acceptance)


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PERSONA3 SE

Personal presentation b+e compan*s sales #orce$salesman%%!" +e purposeo# making sales! in#ormingand building customer

relationships


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DIRECT MARK

Direct approach orcommunications (ith,"*ee consumers 5i++e +elp o# internet!mails! #ax ,n !+e" !!ls

%!" p!ssible s,le


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INTERACTI'E/INTMARK

Usin* +e ine"ne ,s, ,"*ee #e,ns !%c!##.nic,in*!5,"s , specifcse*#en !" #,":e1

Ine"ne +,s +e,bili- ! ,ll!5 +ep,"icip,i!n !%c!ns.#e"s


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THE INTEGRATED MARKCOMMUNICATIONS

Integrated marketing communicationprocess, which involves coordinating

the variouspromotional elementsand other marketing activities that

communicate with a frmscustomers.

A centrali+ed messaging %.nci!n s!+, everthing a compan sas

and does communicated a commontheme and position

,A 'ig picture- approach , -


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0h IMC1

P"!#!i!n,l %.nci!n !% c!#p,nies 5,s!#in,e b- mass"media advertising)

Sales promotion! direct"marketing!package design 5e"e vie(ed asauxiliar $supportive% services1

Public relation (ere not ie5e ,sintegral partin +e #,":ein*communication process)

2o co"ordination ,#!n* p"!#!i!n,l!!ls1


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Proper blend o# promotional tools3


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THE IMC ; COMMUNICPR

IMC in!lesieni%-in* +e ,"*e,.ience ,n s+,pin*, 5ell c!!"in,ep"!#!i!n,l p"!*",#

! !b,in +e esi"e,.ience "esp!nse1


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THE 7ASIC COMMUNICPRO

2oise

Distortions


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THE 7ASIC COMMUNICPR

C!#plee c!##.nic,i!n +,ppens 5+en11

I *",bs +e attention o# the receiver1

I #.s be properl decoded (.ne"s!!) b- +"eceie"1

I #.s stimulate $motivate% the needs o# thereceiver < s.**es ,pp"!p"i,e #e+! ! s,isnees1


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MARKETING COMMUNP

=eeb,c:(M:* Rese,"c+S,les Rep!"s)


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MARKETING COMMUNICPR

M,":ein* M,n,*e" 4 Sender o# the message1

A c!p- P.blici- #,e"i,l S,le p"!#! ispl,-s 45ncoding

P"in Mei, p"ess < M,*,9ines elec"!nic #ei, 4

Channel Media C!ns.#e" Ine"p"e,i!n 4 Decoding o# messa

Resp!nse 4 6eedback


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STEPS IN DE'E3

E==ECTI'E COMMUNIC Ieni%- +e Target Audience1

Dee"#ine +e Communication .b7ectives)

Desi*n , Message

C+!!se , Media

Selec Message Source

C!llec 6eedback


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STEPS IN DE'E3OPING E==ECTI'

COMMUNICATION >TAR85T A9DI5 ?+! ,"e +e ,"*e,.ience@

P!eni,l 7.-e"s

C.""en .se"s

Inii.,l

G"!.ps

P.blics


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STEPS IN DE'E3OPING E==ECTI'E COMMUN>C.MM92ICATI.2 .';5CTI5S :

?+, is/,"e c!##.nic,i!n!b6ecies@

Once +e ,"*e ,.ience +,s beenienife +e ne$ sep is ! ecie+e response sought ("- ! fn)#rom the audience

=in !. 5+e"e +e target audienceno( stands ,n ! (hat stage itneeds to be moved


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STEPS IN DE'E3OPING E==ECTI'E COMMUNI

>C.MM92ICATI.2 .';5CTI5S :

+e b.-e" "e,iness s,*es&

the stages consumers normally pass throutheir way to purchase, including awareness

knowledge, liking, preerence, conviction (oand purchase.


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STEPS IN DE'E3OPING E==ECTI'COMMUNICATION >D5SI82I28 M5SS

Deel!pin* ,n e4ecie #ess,*e ! c!##.nic,e4eciel- ! +e ,.ience1

=!ll!5 +e AIDA structure

Attention Interest

Desire

Action


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STEPS IN DE'E3OPING E==ECTI'ECOMMUNICATION >D5SI82I28 M5SS

=!c.s !n Message Content! Message StructuMessage 6ormat

Message Content3 =i*."e !. ,n Appeal or Th$Rational! 5motional and Moral%

Message Structure3 D",5 , conclusion!" le

ecie c!ne- s"!n*es arguments points


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STEPS IN DE'E3OPING E==ECTI'COMMUNICATION >C=..SI28 M5

T(o (as o# selecting a Media

Personal Communication Channels C+,nne+"!.*+ 5+ic+ 5! !" #!"e pe!ple c!##.nic,e 5i+ e,c+ !+e"

2on"Personal Communication Channels C++, c,""- #ess,*e 5i+!. pe"s!n,l c!n,c !" %incl.in* #,6!" #ei, ,#!sp+e"e eens1


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STEPS IN DE'E3OPING E==ECTI'E COMMUN>M5SSA85 S.9RC5 > 655D'AC?

Ei+e" pe"s!n,l !" n!n;pe"s!n,l c!##.nic,i!n ,b!. i#p,c !% +e #ess,*e

More Credible! More Persuasive

Collecting 6eedback =inin* !. 5+e+e" +e,.ience +,s remembered the message +!5 i#es +e- +,e been exposed to the message#,n- pe!ple bought the product or service


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SETTING THE TOTA3 PROMOTION7UDGET AND MIX

A%e" eciin* +e c!##.nic,i!n s".c."e+e ne$ sep is ! ecie !n =o( muchshould be spent1

T+e ,#!.n !" b.*e epens .p!n +en,."e !% p"!.c ,n sec!"

=!." c!##!n #e+!s ,"e %!ll!5e ! se +e!,l b.*e %!" ,e"isin*


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SETTING THE TOTA3 PROM7UDGET AN

A4!",ble Me+!

Pe"cen,*e !% S,les Me+!

C!#peiie;p,"i- Me+!

Ob6ecie ,n ,s: Me+!


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A==ORDA73E ME

Setting the promotion udget atthe level management thinks thecompany can a!ord.

S#,ll b.siness +!.ses en ! .se +is#e+!1

P"!#!i!n b.*e is "e,e +e l,s"e#,inin* e$pense1

I*n!"es +e i#p!",nce !% ,e"isin*1


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PERCENTAGE O= SA3ES ME

Setting a promotion udget ata certain percentage o currentor orecasted sales or as a

percentage o the unit sales.

An , b.*e is ee"#ine b-#.lipl-in* p"!6ece s,les "een.e%!" +e -e," b- , *ien pe"cen,*e1

T+e ,#!.n !% #!ne- ,,il,ble %!",e"isin* is b,se i"ecl- !ns,les ,c+iee#en !% +e b",n1


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COMPETITI'E;PARITY ME Setting the promotion udget tomatch competitors outlay.

T+is #e+! epens .p!n +e,#!.n !% c!#peiie spenin*1

T+e ,#!.n ! be spen nee n! bep"ecisel- +e s,#e ,s +, !%

c!#pei!"s1 A #,6!" ",5b,c: !% +!se #e+! is+, i ,ss.#es +, c!#pei!"s:n!5 5+, +e- ,"e !in* !" +,c!#pei!"s *!,ls ,"e +e s,#e ,s!ne8s !5n


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O7BECTI'E AND TASK ME develops the promotionudget y"

defning specifc o#ectives($#ectives may e sales,share volume levels, revenuese%pected, income, or proft)

determining the tasks muste perormed to achieve theseo#ectives

estimating the costs operorming these tasks


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SETTING THE O'COMMUNICATIO

&ow do we decide what mi% o promotion tools to u

T+e n,."e !% e,c+ p"!#!i!n !!l

T+e p"!#!i!n #i$ s",e*-


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HE NATURE O= EACH PROMOTIONTOO3 >AD'ERTISING>

Advertising @

C,n "e,c+ #,sses , l!5 c!s

All!5s "epeii!n !% #ess,*e

C!ns.#e"s en ! beliee5+,ee" is p"esene

All!5s +e ,e"ise" ! .sepic."es ie!s

Ae"isin* "i**e"s .ic:s,les

Adve

Is i#

C,n8 i"ecl-

One 5,- c!##

Mi*+ n! *e


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THE NATURE O= EACH PROMTOO3 >PERSONA3 SE3

Personal Selling @

M!s e4ecie !!l

Pe"s!n,l ine",ci!n

A"ess i"ecl- ! +e p"!pe"iss.es

T".se "el,i!ns+ip

3!n* e"# "el,i!ns+ip

Perso

3!n* e"# c!##i#en

S,les %!"ce si9e +,

M!s e$pensie


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THE NATURE O= EACH PROMTOO3 >SA3ES PROMO

Sales promotion @

E$ensie ",n*e !% !!ls li:e !4e"sc!ness c!.p!ns isc!.ns ec

E,sil- ,",c c.s!#e"s

Inc"e,se s,les

N! e4ecie %!" b.ili


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THE NATURE O= EACH PROMTOO3 >PU73IC RE3AT

PR

'e"- belie,ble

Use%.l %!" +!se c.s!#e"s 5+!i*n!"e s,les %!"ce ,n,e"ise#ens

Mess,*e is c!nsie"e ! be in%!"# !% 0ne5s2 ",+e" +,n s,lesc!##.nic,i!n

Te

I*n!"e ,s ,


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THE NATURE O= EACH PROMTOO3 >DIRECT MARKE

Direct Marketing @

N!n P.blic (i"ece ! ,"*e)

I##ei,e ,n c.s!#i9e

Ine",cie


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PUSH AND

P.s+ S",e*- A p"!#!i!n s",e*- +, c,lls %!+e s,les %!"ce ,n ",e p"!#!i!n to push theproduct through channels)

T+e p"!.ce" p"!#!es +e product to (holesathe (holesalers! the (holesalers promote t

retailers and the retailers promote to consu

PROMOTION MIX STR


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PROMOTION MIX STR

T+e P.s+ ,n P.ll S",e*-

Producer

Retailers>

0holesale

rs

PersonalSelling!TradePromotion

' producer

PersonalSelling!advertising!salespromotion

' reseller


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PUSH AND

P.ll S",e*- A p"!#!i!n s",e*- +, c,lls %!"spending a lot on advertising and consumerpromotion ! b.il .p c!ns.#e" e#,n1

I% s.ccess%.l consumers (ill ask their retailerthe product! the retailers (ill ask (holesale

(holesalers to producer

PROMOTION MIX STR


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PROMOTION MIX STR

P.ll S",e*-

Producer

Retailers>

0holesale

rs

Demand Demand

Producer marketing activities $ad! sales pr

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Module I Integrated Marketing Communications (IMC) Strategy