Embed Size (px)
DESCRIPTION
Pulling it all together...
Citation preview
10
IMC is a strategic approach to the planned
management of an organisation’s communications.
IMC requires that organisations coordinate their
various strategies, resources and messages
in order that it engage coherently and
meaningfully with target audiences. the main
purpose is to develop relationships with
audiences that are of mutual value.
it is a new way of looking at the whole, where once we saw only parts such as advertising, public relations, sales promotions, purchasing, employee communications and so forth, to look at it the way
the consumer sees it – as a flow of information from indistinguishable sources
what do we integrate?
Integrating the various tools can lead to synergies in a number of ways - here are some examples:
The sales team have an easier job if their product or company is well known as a result of sponsorship or advertising
In-store or point-of-sale communications that are consistent with advertising are more effective
A promotional campaign that is supported by advertising is generally more successful
Direct mailing is more effective when prepared by an awareness-increasing advertising campaign and supported by a sales promotion campaign
Public relations, corporate advertising and sponsorship can have synergistic effects on company image-building
Websites will be more frequently visited when announced in mass media advertising
Advertising for a trade show will be more effective if an incentive is to visit the stand is offered
barriers to integration…
Sales Promotion
Direct Marketing
Public Relations
Personal Selling
Advertising
Target Audience
Media
Media Media
Advertising Sales Promotion
Public Relations
Personal Selling
Direct Marketing
Communications
Ability to deliver a personal message Low Low Low High High
Ability to reach a large audience High Medium Medium Low Medium
Level of interaction Low Low Low High High
Credibility
Given by the target audience Low Medium High Medium Medium
Costs
Absolute costs High Medium Low High Medium
Cost per contact Low Medium Low High High
Wastage High Medium High Low Low
Size of investment High Medium Low High Medium
Control
Ability to target particular audiences Medium High Low Medium High
Management’s ability to adjust Medium High Low Medium High
Lev
el o
f ef
fect
iven
ess
+
awareness consideration purchase
Direct Marketing
Purchase Decision Sequence
Advertising Sales Promotion
Public Relations
Personal Selling
Direct Marketing
Level of control Medium High Low High Medium
Level of cost High Medium Low Medium High
Level of credibility Low Medium High Medium Medium
Level of dispersion - HIGH Low Medium High High Medium
Level of dispersion - LOW Medium High High Medium High
Primary tasks
Differentiate Inform
Persuade Differentiate Inform
Persuade Reinforce
Persuade
Determining what has been achieved
What underpinned the integration?
