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By: gorakhanath (93 month(s) ago)

hey pls send me ppt on imc intgrtd mrktng comnctn of retail industry,,,,,,,contents ........msg /media strategy,,,,advrsng budget,,,swot analysis,,,as early as posible ,,thk u

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By: ranjantyagi (93 month(s) ago)

Thanks for posting this ppt,it really helped me.could you plz send it to

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By: tanjung (93 month(s) ago)

wow its really interesting. could you send me the slide presentation please.. thank you for your kindness and success for you and GBU

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Presentation Transcript

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INTERGRATED MARKETING COMMUNICATION (IMC) Integrated Means to collect or gather or pool different things at one place. To make entire Marketing Selling, advertising, satisfying customer needs, understanding consumer needs, developing products which provide superior value at low prices and distributes & promotes them effectively. Communication Communication is a mutual exchange of facts, ideas thoughts, opinions or emotions. This requires presentation and reception resulting in common understanding among all parties.

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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.

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Steps of an Integrated Marketing System: Customer Database An essential element to implementing integrated Marketing that helps to analyze customer buying habits. Strategies From the analyses of customer data marketing, sales, and communications strategies are prepared. Tactics 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.

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Promotional Roles Informing Persuading and Reminding target audiences. are roles of promotion.

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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

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“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 : 


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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.

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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.

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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.

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“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.

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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.

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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.

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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

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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

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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.

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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.

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