1

Muhammad Rizwan

2469

1
Integrated Marketing Communications

Integrated Marketing Communication

Coordination of all promotional
activities-media advertising, direct mail,
personal selling, sales promotion, and
public relation to produce a unified
customer-focused promotional
message.

Basic Elements of the Promotional Mix

Advertising
Advertising
Direct
Direct Marketing
Marketing
Interactive/
Interactive/
Internet
Internet Marketing
Marketing
Sales
Sales Promotion
Promotion
Publicity/Public
Publicity/Public
Relations
Relations
Personal
Personal Selling
Selling

Basic Elements of the Promotional Mix

Advertising
Advertising

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

Basic Elements of the Promotional Mix

Advertising
Advertising
Direct
Direct Marketing
Marketing

Direct Marketing
Communication directly with target
consumers to generate a response or
transaction.

Direct Marketing is Part of IMC

Direct
Direct
Mail
Mail
Direct
Direct
Response
Response
Advertising
Advertising

Internet
Internet
Sales
Sales

Direct
Direct
Marketing
Marketing
Shopping
Shopping
Channels
Channels

Telemarketing
Telemarketing
Cataloging
Catalogs
Cataloging
Catalogs

Muhammad Rizwan Ashraf

2483

2005 McGraw-Hill Ryerson Limited

Basic Elements of the Promotional Mix

Advertising
Advertising
Direct
Direct Marketing
Marketing
Interactive/
Interactive/
Internet
Internet Marketing
Marketing

Internet Marketing
Interactive media allow two-way
communication.
Users can participate in and modify the
form and content of information they
receive.

Using the Internet as an IMC Tool

The
The
Internet
Internet

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

Basic Elements of the Promotional Mix

Advertising
Advertising
Direct
Direct Marketing
Marketing
Interactive/
Interactive/
Internet
Internet Marketing
Marketing
Sales
Sales Promotion
Promotion

Sales Promotion
Activities providing extra value or
incentive to sales force or consumer.
Activities can be consumer-oriented
or trade-oriented.

Various Uses of Sales Promotion

Introduce
Introduce New
New
Products
Products

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

Basic Elements of the Promotional Mix

Advertising
Advertising
Direct
Direct Marketing
Marketing
Interactive/
Interactive/
Internet
Internet Marketing
Marketing
Sales
Sales Promotion
Promotion
Publicity/Public
Publicity/Public
Relations
Relations

Rashid Ali
2470

2005 McGraw-Hill Ryerson Limited

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

Public Relations Tools

Publicity
Vehicles

Community
Activities

Special
Publications

Corporate
Advertising
Advertising

Public Affairs
Activities

Cause-related
Marketing

Special Event
Sponsorship

Basic Elements of the Promotional Mix

Advertising
Advertising
Direct
Direct Marketing
Marketing
Interactive/
Interactive/
Internet
Internet Marketing
Marketing
Sales
Sales Promotion
Promotion
Publicity/Public
Publicity/Public
Relations
Relations
Personal
Personal Selling
Selling

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.

Participants in the Promotional Process

Figure 1-3

Integrated Marketing Communications

IMC coordinates various promotional

elements and marketing activities which
communicate with a firms customers to
provide clarity, consistency, and
maximum communications impact.
Evolved as companies realized the need
for strategic integration of promotional
tools.

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.

A Broader View of IMC

IMC can be expanded to consider all
sources of brand or company contact by
customer.
A total marketing communications
strategy recognizes how ALL marketing
activities communicate with customers.
Everything the company says and does
needs to communicate a common
theme.

IMC and Branding

2003 Brand Value
Brand
Brand Identity
Identity is
is aa
combination
combination of
of factors:
factors:
Name,
Name, logo,
logo, symbols,
symbols,
design,
design, packaging,
packaging,
product
product or
or service
service
performance,
performance, and
and
image
image or
or associations
associations
in
in the
the consumers
consumers
mind.
mind.
IMC
IMC plays
plays aa major
major role
role
in
in the
the process
process of
of
developing
developing and
and
sustaining
sustaining brand
brand
identity
identity and
and equity.
equity.

(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

Communication Role of Product Decisions

Product planning involves portraying

the product as a bundle of benefits for
consumers.
Product Symbolism
What a product or brand means to
consumers.
What consumers experience by
purchasing or using the product.

2005 McGraw-Hill Ryerson Limited

Brand Equity
Added value resulting from products
image, customer attachment to
product, and impressions of product
differentiation.

Communication Role of Price Decisions

Economic cost to
consumers for all
product benefits
combined.
Advertising and
promotion reinforce
consumers belief
that products
benefits or qualities
accurately indicates
the price decisions.

Communication Role of Distribution Decisions

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.