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Marketing Communications
Definition of Integrated
Marketing Communications
A concept of marketing communications
planning that recognizes the added value of
a comprehensive plan that evaluates the
strategic roles of a variety of communication
disciplines and combines these disciplines
to provide clarity, consistency and maximum
communications impact (through the
seamless integration of discrete messages).
IDEAS INVOLVED IN IMC
APPROACH
Despite the increasing use of the term IMC approach by
both practitioners and academics in recent years, there
is little agreement on what the term actually means.
According to one recent review, at least two related
ideas are involved :
One-voice Marketing Communications
Integrated Communications
Other Stakeholders
Corporate Level Message Sources Employees
Administration Manufacturing/ Marketing Finance Human Investors
Legal Financial Community
Operations Resources Government
Cross-Functional Brand Equity (IM) Regulators
Team
Direct Interactive/
Advertising Marketing Internet Marketing
Consumer-oriented Trade-oriented
– Targeted to the ultimate – Targeted toward marketing
users of a product or intermediaries such as
service retailers, wholesalers, or
Coupons distributors
Sampling Promotion allowances
Premiums
Rebates
Merchandise allowances
Contests Price deals
Sweepstakes Sales contests
POP materials Trade shows
Sales Promotion Uses
Introduce new products
Get existing customers to buy more
Attract new customers
Combat competition
Maintain sales in off season
Increase retail inventories
Tie in advertising & personal selling
Enhance personal selling efforts
Publicity
Nonpersonal communication regarding an organization,
product, service, or idea not directly paid for or run
under identified sponsorship.
Advantages of publicity
– Credibility
– Low cost (although not totally free)
– Often results in word-of-mouth
Disadvantages of publicity
– Not always under control of
organization
Publicity Vehicles
News Releases:
– Single-page news stories sent to media who might print or
broadcast the content.
Feature Articles:
– Larger manuscripts composed and edited for a particular medium.
Captioned Photos:
– Photographs with content identified and explained below the
picture.
Press Conferences:
– Meetings and presentations to invited reporters and editors.
Special Events:
– Sponsorship of events, teams, or programs of public value.
ADVANTAGES AND DISADVANTAGES
OF PROMOTIONAL COMPONENTS
Promotional Scope Cost Advantages Dis -Advantages
compo.
Personal selling Personal Expensive per Permits flexible Costs more than all
contact presentation & other forms per
gains immediate contact
response
Interest
Desire
Action
According to ‘AIDA’ model, A marketer should begin
by winning attention or gaining awareness, creating
interest, inspiring desire and precipitating the action
for purchase, in the prospects in order to enable its
product to be adopted by the target public.
Hierarchy–of–effects model
Awareness
Knowledge
Liking
Preference
Conviction
Purchase