imc ch12
- 1. Integrated Marketing Communications Chapter 12
- 2. OUTLINE • IMC Defined • Elements of Marketing Communications • Need for IMC • Promotion Mix Strategies • Advertising • Sales Promotion • Personal Selling • DRM (Direct Respone Marketing) • PR (Public Relations)
- 3. IMC Defined Integrated Marketing Communications (IMC): “is the coordination and integration of all marketing communications tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumer and other end users at a minimal cost.” Clow and Baack, 2004, p.8
- 4. Elements of Marketing Communications • Advertising • Sales Promotion • Personal Selling • DRM (Direct Response Marketing) • PR (Public Relations) We will cover these in more detail…
- 5. Need for IMC • Market fragmentation has resulted in media fragmentation • Alternative media channels abound (e.g. mags, cd catalogues, internet sites, kiosks…) • All messages seen as one single message to consumer NOTE: IMC builds a strong brand identity in the marketplace by tying together and reinforcing all your images and messages. (Armstrong et. al., 2007, p.470)
- 6. Promotion Mix Strategies • PUSH vs. PULL • PUSH Producer marketing activities to Retailers and Wholesalers who resell to Consumers • Personal selling, trade promotion by producer and personal selling, advertising and sales promotion by wholesaler/retailer… • PULL Producer marketing activities directed at consumer to create demand from retailers and wholesalers that then creates demand from producer. • Consumer advertising, sales promotion…
- 7. Advertising • Mass media advertising reaches large numbers geographically dispersed at low cost per exposure with ability to repeat message with frequency • PROCESS: 1. Set objectives 2. Develop strategy • Message strategy • Message execution − Slice of life, lifestyle, fantasy, mood, musical, symbolic, technical expertise, scientific, testimonial (see page 478-479) 1. Select media (reach, frequency, impact) 2. Evaluate advertising
- 8. Sales Promotion Short term incentives designed by marketers for the purpose of encouraging the purchase of a product. • Consumer promo tools: • Samples, coupons, rebates, price packs, premiums, ad specialties, loyalty programs, point-of-purchase displays/demos, and contests/sweepstakes • Business promo tools: • conventions/trade shows and sales contests
- 9. Personal Selling • Involves two way personal communications (compared to other IMC tools that are one-way impersonal) • Organization: • Territorial, Product, Customer types, Outside vs. inside sales, and team selling • Process: • Prospect, pre-approach, approach, present, handle objections, close, follow-up • Relationship Marketing: • Process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders.
- 10. DRM (Direct Respone Marketing) • Mass media marketing in a one-to- one manner. • Requires Database • Forms: • Telemarketing • Direct Mail • Catalogue Marketing • Direct Response TV (order now)
- 11. PR (Public Relations) • Purpose is not to communicate to the market about products but rather to communicate to the company’s publics about the company itself. • Functions: • Press relations • Product Publicity • Public Affairs • Lobbying • Investor Relations • Development (financial or volunteer support) • Crisis management
- 12. Thank You.