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Integrated Marketing Communications
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Courtesy: Abhishek SharmaPGDMMGujarat University
Integrated marketing communications is a way of looking at the whole marketing process from the viewpoint of the customer.
Kotler on Marketing:
4A’s on Marketing
American Association of Advertising Agencies (the “4As”):
A concept of marketing communications 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 disciplines to provide clarity, consistency, and maximum communications impact.
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Evolution of IMC
• During the 1980s, many companies came to see the need for more of a strategic integration of their promotional tools
• To coordinate the use of a variety of promotional tools rather than relying primarily on media advertising
• IMC offers one-stop shopping for all their clients’ promotional needs.
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Relevance of IMC
Better synergy among various promotional functions.
Companies can avoid duplication.
To maximize the return on its investment in
marketing and promotion
Changes in the Target Group (Customers)
New Technological Advancements
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Factors responsible for Rapid Growth of IMC
Allocation of funds from media advertising to other forms of
promotion, particularly consumer- and trade-oriented sales
promotions.
A shift from traditional ways of relying on advertising-
focused approaches.
A shift in marketplace power from manufacturers to
retailers. 6
Factors responsible for Rapid Growth of IMC (Contd)
The rapid growth and development of database marketing.
Demands for greater accountability from advertising
agencies and changes in the way agencies are
compensated.
The phenomenal rise of the Internet.
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The Role of IMC in Branding
• People don’t buy products, they buy brands…
• Brand Equity & Brand Identity
• Edge to the companies in the Cut throat
Competition
• Direct connect with the end customer8
The Promotional Mix: The Tools for IMC
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Promotion
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Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.
Promotional Strategy / Promotional Mix
A plan for the optimal use of the elements of promotional mix:
Advertising
Direct Marketing
Publicity / Public Relations
Personal Selling
Sales Promotion
Advertising
Impersonal, one-way mass communication about a product or organization that is paid for by a marketer.
Advertising Media
Traditional Advertising MediaTraditional Advertising Media
ElectronicAdvertising MediaElectronicAdvertising Media
Television Radio Newspapers Magazines Books Direct mail Billboards Transit cards
Internet Computer modems Fax machines
Public Relations
The marketing function thatevaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance.
Public Relations
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Evaluates public attitudesEvaluates public attitudes
Identifies areas of public interestIdentifies areas of public interest
Executes programs to “win” public Executes programs to “win” public
Functions ofPublic Relations
Functions ofPublic Relations
Publicity
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Public information about a company, good, or service appearing in the mass media as a news item.
Sales Promotion
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Marketing activities--other than personal selling, advertising, and public relations--that stimulate consumer buying and dealer effectiveness.
Sales Promotion
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EndConsumersEndConsumers
Trade CustomersTrade Customers
CompanyEmployees CompanyEmployees
Sales PromotionTargets
Sales PromotionTargets
Sales Promotion
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Free samplesFree samples
ContestsContests
PremiumsPremiums
Trade ShowsTrade Shows
Vacation GiveawaysVacation Giveaways
CouponsCoupons
Popular ToolsforConsumer SalesPromotion
Popular ToolsforConsumer SalesPromotion
Personal Selling
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Planned presentation to one or more prospective buyers for the purpose of making a sale.
Advertising Sales Promotion
Public Relations
Personal Selling
Direct Marketing
Print and broadcast ads
Contests, games, sweepstakes, lotteries
Press kits Sales presentation
Catalogs
Packaging-outer
Premiums and gifts
Speeches Sales meetings
Mailings
Packaging inserts
Sampling Seminars Incentive programs
Telemarketing
Motion pictures
Fairs and trade shows
Annual reports Samples Electronic shopping
Elements of Promotional Mix in a Nutshell
Communication
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The process by which we exchange or share meanings through a common set of symbols.
Marketing Communication
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Categories of CommunicationCategories of Communication
InterpersonalCommunication
InterpersonalCommunication
MassCommunication
MassCommunication
The Communication Process
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As Senders As Receivers
Inform
Persuade
Remind
Develop messages
Adapt messages
Spot new communication opportunities
The Sender and Encoding
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SenderSender The originator of the message in the communication process. The originator of the message in the communication process.
EncodingEncodingThe conversion of a sender’s ideas and thoughts into a message, usually in the form of words or signs.
The conversion of a sender’s ideas and thoughts into a message, usually in the form of words or signs.
The Communication Process
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NoiseNoise
SenderSender EncodingMessage
EncodingMessage
MessageChannelMessageChannel
MessageChannel
MessageChannel
DecodingMessage
DecodingMessage ReceiverReceiver
The AIDA Concept
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Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message.
The AIDA Concept
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Attention
Interest
Desire
Action
Factors Affecting the Promotional Mix
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Nature of ProductNature of Product
Stage in PLCStage in PLC
Target Market FactorsTarget Market Factors
Type of Buying DecisionType of Buying Decision
Promotion FundsPromotion Funds
Factors AffectingChoice of Promotional Mix
Factors AffectingChoice of Promotional Mix
Integrated Marketing Communications
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A method of carefully coordinating all promotional activities to produce a consistent, unified message that is customer focused.
Thank You.
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