Slide 1: INTERGRATED MARKETING COMMUNICATION
(IMC) Slide 2: INTERGRATED MARKETING COMMUNICATION (IMC)
Means to collect or gather or pool different things at one place. To make entire
Selling, advertising, satisfying customer needs, understanding consumer needs, developing products which provide superior value at low prices and distributes & promotes them effectively.
Communication is a mutual exchange of facts, ideas thoughts, opinions or emotions. This requires presentation and reception resulting in common understanding among all parties. Slide 3: Integrated Marketing communication is a blend of Advertising, Personal Selling, Sales Promotion and Public Relation tools that a company uses to pursue its marketing objectives.
Integrated marketing communication (IMC) is a management concept that is designed to make all aspects of marketing communication tools such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. Slide 4: Steps of an Integrated Marketing System:
An essential element to implementing integrated Marketing that helps to analyze customer buying habits.
From the analyses of customer data marketing, sales, and communications strategies are prepared.
Once the basic strategy is determined the appropriate marketing tactics can be specified which best targets the specific markets.
4. Evaluate Results
Customer responses and new information about buying habits are collected and analyzed to determine the effectiveness of the strategy and tactics. Slide 5: Promotional Roles Informing
Reminding target audiences.
are roles of promotion. Slide 6: TO INFORM Telling the market about new product
Suggesting new uses for a product
Informing the market of a price change
Explaining how the product works Describing available services
Correcting False impressions
Reducing buyers fears
Building Company image To PERSUADE Building brands preference
Encouraging switching to ur brand
Changing customer perception of product attributes Persuading customers to purchase now
Persuading customers to receive the sales calls TO REMIND Reminding customers that the product may be needed in the near future
Reminding customers where to buy the product Keeping the product in customers mind during off seasons
Main ting top -of –mind product awareness Slide 7: “Promotion”
Promotion is an assessment of persuasive communication.
Promotion is communication that is intended to inform, persuade, or remind an organization’s target market.
The ultimate goal of promotion is to influence the behavior of consumer. Promotion can also be used to counter the marketing effort of a competitor. Steps to promote the product in the market : Steps to promote the product in the market LOW PRICE
CONSUMER SATISFICATION Slide 9: Promotional strategy
A promotion program aim primarily at middle men is called a PUSH strategy, and a promotion program directed primarily at end users is called a PULL strategy. Slide 10: Push strategy:-
Using a push strategy means a channel member direct its promotion primarily at the middle men that are the next link forward in the distribution channel. The product is pushed through the channel take the case of hardware producer. Slide 11: Pull strategy:-
With a pull strategy, promotion is directed at and users usually ultimate consumer the intension is to motivate them to purchase the product by designing heavy advertising and various forms of sales promotion such as samples, prizes, incentives. Slide 12: “Promotion Mix”
Promotion mix is the particular combination of promotion methods (tools) that a firm uses in its promotion campaign to reach at target market. Slide 13: Methods of promotion mix:-
There are five forms of promotion: personal selling, advertising, sales promotion, public relations and publicity. Each has distinct features that determine in what situation it will be more effective. Slide 14: Advertising:-
Any paid form of non personal presentation and promotion of ideas, goods, services, person, place by an identified people (sponsor).
Advertising is impersonal mass communication that the sponsor has paid for and in which the sponsor is clearly identified. The most familiar forms of the ads are found in the broadcast (TV and Radio) and print (newspapers & magazines)
media. However there are many other advertising alternatives, from direct mail to bill boards and telephone directory yellow pages. Slide 15: Publicity:-
Non personal communications of information about a firm or person is transmitted through a mass medium at no charge to the firm.
Publicity is special form of public relations. Public relation can be a powerful brand building tool. Generally saying is PR is nail and AD is hammer. Therefore PR has a more curability than others Difference b\w advertising and publicity : Difference b\w advertising and publicity Advertising
It is paid form
It is under control of sponsors
It appears as advertisement
It can be repeated as sponsor demands
The massage in advertisement appears at the will of sponsors Publicity
It is non paid form
It does not
It appears as story, news release
It does not
At no will of sponsors Slide 17: Objectives of advertising
To establish product in the market
To inform about product’s availability and features
To build primary demand
To increase market share
To increase number of retail outlets
To inform uses of product
To build the overall company image
To develop international demand
To increase the frequency of use of product Slide 18: Personal selling
Personal selling is the direct presentation of the product or personnel presentation by the firm’s sales force to a prospective customer for the purpose of making sales and building customer relationships. Personal selling takes place face to face or over the phone, and it may be directed to a middlemen or a final consumer. it is the only way to adopt a presentation to individual customer sales promotion. Slide 19: Sales promotion:-
Sales promotion incompasses a variety of promotional activities and events. It is demand stimulating activity designed to supplement advertising and facilitate the personal selling. The common goal of sales promotion is to convincing people to try new product. This tool includes a wide spectrum of activities such as samples, premiums, coupons.
Discount, Allowance, trade of are the best examples of sales promotion.