Asp session 1 copy
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This document provides an overview of integrated marketing communications (IMC). IMC is defined as coordinating all marketing communication tools, such as advertising, sales promotion, public relations, and digital marketing, into a cohesive program. The document discusses why IMC plans are important due to factors like increased competition and changes in consumer behavior. It also outlines the key components of an IMC plan, including situation analysis, objectives, budget, strategies, tactics, and performance evaluation.
Asp session 1 copy
- 1. Session 1 Prepared and Presented by Gaurav Misra
- 2. Why do we Need to Study IMC Brand B New companies are formed Brand Brand C on daily basis. D Brand N Brands want to cut this Brand Brand A Brand Clutter. E Brand H F Brand G Ways to reach potential Brand Brand Brand customers are increasing I J K continually. Brand Brand L M
- 3. Communication Process 1. 8 mins of ads per ½ hr. of TV or radio program. 2. Newspapers full of ads. Sender Noise 3. Endless Billboards. 4. Websites and servers Noise Encoding loaded with ads. Transmission Noise Device Noise Decoding Feedback Noise Receiver Communication can be defined as transmitting, receiving, and processing information.
- 4. Integrated Marketing Communications Definition Integrated Marketing Communications is the co-ordination and integration of all marketing communications 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.
- 5. Component of Promotion Product Price Promotion Place Advertising Sales Promotion Personal Selling Database Direct Sponsorship Internet Public Marketing Marketing Marketing Marketing Relations
- 6. Basis of Integrated Marketing Communication Plan Situation Analysis Analyzing internal and external environment of organiza tion. Marketing Objectives Higher sales, increase in market share, desired customer action Marketing Budget Marketing Strategies STP, Marketing Mix Marketing Tactics Day to day activities necessary to support marketing stra tegies Evaluation of Performance
- 7. IMC Components Integration Tools IMC for Small Businesses and Evaluating Entrepreneurial an IM Internet Ventures program Marketing Personal Public Selling, Relations and Trade Consumer Database Sponsorship Promotional Tools Promotion Promotion Marketing, Program and CRM Advertising Design: Advertising Design: Advertising Theoretical Message Strategies Advertising Media Advertising Tools Management Frameworks, and and Execution Selection Type appeal Frameworks Corporate Image and Buyer Behavior Promotion Foundation Brand Opportunity Analysis Management
- 8. Why IMC Plan so Important Development of Information Technology Changes in Channel Power Increase in Competition Maturing Markets Brand Parity Integration of Information by Consumers Decline in Effectiveness of Mass Media Advertising Problem with TVC
- 9. GIMC Approaches Standardization Adaptation Golden Rule “Market Globally, but act locally”.
- 10. Assignment 1. Define Clutter. Name some of the forms of clutter in Marketing Communications. What is Channel Power? How has it changed in the past few dec ades. Ron Jon Surf Shop (www.ronjons.com) is the best known retail s tore brand for Ocean gear in Florida. In Hawaii the dominant n ame is Hilo Hattie (www.hilohattie.com) compare both websites and find out if both websites have common theme? Which is mo re attractive site? Why? Due for submission on Monday 26th Nov, 2012
- 11. Putting on your Thinking Cap Pick up an advertisement (TV commercial/print ad) and analyze it on follo wing factors. What are the key message(s) communicated in the advertisement? Was this ad effective in convincing you to use the product? Why? Did you learn from the ad? Did it provide factual information or evoke a n emotional response? What action does this ad tell readers to take? Would this ad be offensive or demeaning? If yes, why and to whom? What is the brand personality? Rate the ad on a scale of 1 to 10 in regards to overall composition of th e ad (1 poor to 10 terrific) Is the ad award worthy? Why?
- 12. Viewer Activities During TV Commercials Eating and Drinking Others 16% 35% Bathroom Breaks 14% Child Care 13% Pets Care 5% Relaxing Food & Drink Prep 6% 11% Back