Professional Documents
Culture Documents
Muhammad Rizwan
2469
1
Integrated Marketing Communications
Advertising
Non-personal communication
Highly pervasive form of promotion
best known, most widely discussed.
Used to create brand images and
symbolic appeals for a company or
brand.
Cost effective way to communicate with
large audiences.
Classifications of Advertising
Direct Marketing
Communication directly with target
consumers to generate a response or
transaction.
Internet
Internet
Sales
Sales
Direct
Direct
Marketing
Marketing
Shopping
Shopping
Channels
Channels
Telemarketing
Telemarketing
Cataloging
Catalogs
Cataloging
Catalogs
Internet Marketing
Interactive media allow two-way
communication.
Users can participate in and modify the
form and content of information they
receive.
Educates
Educates or
or
Informs
Informs
Customers
Customers
Obtains
Obtains
Customer
Customer
Database
Database
Information
Information
AA Persuasive
Persuasive
Advertising
Advertising
Medium
Medium
Communicates
Communicates
and
and Interacts
Interacts
With
With Buyers
Buyers
AA Sales
Sales Tool
Tool
or
or an
an Actual
Actual
Sales
Sales Vehicle
Vehicle
Provides
Provides
Customer
Customer
Service
Service and
and
Support
Support
Builds
Builds and
and
Maintains
Maintains
Customer
Customer
Relationships
Relationships
Sales Promotion
Activities providing extra value or
incentive to sales force or consumer.
Activities can be consumer-oriented
or trade-oriented.
Combat
Combat
Competition
Competition
Enhance
Enhance
Personal
Personal Selling
Selling
Get
Get Existing
Existing
Customers
Customers to
to
Buy
Buy More
More
Sales
Sales
Promotion
Promotion
Tie
Tie In
In
Advertising
Advertising &
&
Personal
Personal Selling
Selling
Attract
Attract New
New
Customers
Customers
Maintain
Maintain Sales
Sales In
In
Off
Off Season
Season
Increase
Increase Retail
Retail
Inventories
Inventories
Rashid Ali
2470
Public Relations
Evaluating public attitudes, identifying
policies and procedures of individuals or
organizations, and executing a program
of action to gain public understanding
and acceptance.
Publicity
Non-personal communications
regarding an organization, product,
service, or idea.
Idea reaches public in a form not
directly paid for by the company.
More credible to consumers than other
forms of promotion.
Publicity Vehicles
Feature
Feature
Articles
Articles
News
News
Releases
Releases
Publicity
Publicity
Vehicles
Vehicles
Press
Press
Conferences
Conferences
Interviews
Interviews
Interviews
Special
Special
Events
Events
Community
Activities
Special
Publications
Corporate
Advertising
Advertising
Public Affairs
Activities
Cause-related
Marketing
Special Event
Sponsorship
Personal Selling
Person-to-person communication.
Seller encourages prospective buyers to
purchase companys product/service or
to act on an idea.
Direct contact between buyer and seller
gives communication flexibility to
marketer.
Figure 1-3
Importance of IMC
Consumers Point of
View
IMC helps link
elements of
promotional
campaign to clearly
and accurately
represent the brand.
Relationship
Marketing
Allows marketers to
create, maintain, or
enhance long-term
relationships with
customers or
stakeholders.
More cost-effective
to retain customers
than acquire new
ones.
(Billions of Dollars)
1. Coca-Cola
2. Microsoft
3. IBM
4. GE
5. Intel
6. Nokia
7. Disney
8. McDonalds
9. Marlboro
10. Mercedes
$70.5
$65.1
$51.8
$42.3
$31.1
$29.4
$28.0
$24.7
$22.2
$21.4
Brand Equity
Added value resulting from products
image, customer attachment to
product, and impressions of product
differentiation.
Marketing Channels
Interdependent organizations involved
in making product or service available.
Distribution strategy should take into
account the communication objectives
has an impact on IMC program.
What messages are conveyed by selling
a product at Holt Renfrew instead of
Wal-Mart?
Promotional Management
Coordinating the promotional mix
elements to develop a controlled,
integrated program of effective
marketing communications.