Professional Documents
Culture Documents
Communication
Unit 1
29th June 2016
Neil Borden
Since the first propose of marketing mix of 12
marketing variables by Neil H. Borden, the
marketing mix have developed in 1960s. The idea
of marketing mix was widely used to help with a
business. A business can succeed with carry out
all these process properly of marketing mix.
However, it is difficult to a company use 12
marketing variables propose by Mr. Borden. So
that E. Jerome McCarthy developed the marketing
mix into "4Ps". The 4Ps model is known as price,
place, promotion and product.
4Ps to 4 Cs(Lauterborn's)
Product Commodity
Price Cost
Promotion Communication
Place Channel
Promotion and
Marketing
Promotion is intended to further the
objectives of any organization.
INFORMING (Demo/Presentation
etc.)
PERSUADING
REMINDING
REINFORCEMENT
Importance of IMC
Driver of competitive advantage.
Integration of Marketing
communications mix using strengths
to off set weakness.
A
concept
of
marketing
communication
planning
that
recognizes the added value of a
comprehensive plan that evaluates
the strategic roles of a variety of
communication
disciplines
(for
example
advertisement,
direct
response, sales promotion, personal
selling , PR and direct marketing)
and combines these disciplines to
Shimp, 2000
The primary goal of IMC is to affect behavior through
directed communication.
The process should start with the customer or prospect
and then work backward to the brand communicator.
IMC should use all forms of communication and all
sources of brand or company contacts as prospective
message delivery channels.
The need for synergy is paramount with coordination
helping to achieve a strong brand image.
IMC requires that successful marketing communications
needs to build a relationship between the brand and the
customer.
Duncan, 2002
IMC is a process for managing the
customer relationships that drive
brand value. More specifically, it is a
cross functional process for creating
and
nourishing
profitable
relationships
with customers and
other stakeholders by strategically
controlling or influencing
all
messages sent to these groups and
encouraging
data
driven,
Advertising
Advertising is any paid form of non
personal communication of ideas /
goods / services/ organizations --- by
an identified sponsor
The most familiar outlets for ads are
Broadcast,
Print , Billboards T shirts and
recently internet .
Sales Promotion
Sales promotion is sponsor funded,
demand simulating activity designed
to support advertising and facilitating
personal selling.
When the sales promotion is directed
to the members of the channel, it is
called as TRADE PROMOTION
Personal Selling
Direct Marketing
Direct Communication with carefully
targeted individual consumers the
use of telephone, mail, fax, e- mails,
internet and other tools to
communicate directly with specific
consumers
Public Relations
It encompasses wide variety of
communication efforts to contribute to
generally favourable attitudes and opinions
towards an organization and its products
Unlike the advertising and sales promotion it
does not include a specific sales message.
Public relation can take many forms including
news letter, annual report, lobbying and
support of many bodies.
Publicity ----- is a special form of PR that involves new
stories about an organisation or its products.
News release, Press conference, Photo publication &
Exhibition ---etc
Integrated Marketing
Communication
The concept under which the
company carefully integrates its
many communication channels to
deliver a clear, consistent and
compelling message about the
organization and its products.
IMC
Personal
Selling
Advertising
Direct
Marketing
PR
Sales
Promotion
How can we reach our customers but also how can we find ways
to let our customers reach us?
IMC Elements
An awareness of the target audiences
information source, as well as their media
habits and preferences.
An understanding of what the audience
knows and believes that relates to the
desired response.
The use of mix of promotional tools, each
with specific objectives but all linked to a
common overall goal.
Caemmerer, 2009
Situational Analysis
Identification of Opportunities
Agency Selection
Campaign Development and
Implementation
Campaign Evaluation
Future Planning
Situational Analysis
Politi
cal
Mark
et
Orga
nizati
onal
Comp
etitiv
e
Regulat
ory
PRESTCO
M
Techn
ologic
al
Econom
ic
Soci
al
Lets get
there
Results
Feedback
Are we
there?
If not,
why not?
Situation
Analysis
Implementation
How do we
get there?
Plan
Where do
We want
to go?
Objectives
Where are
we?
Market
Consumers
Where could
we be?
Co. Potential