An Introduction to Integrated Marketing Communications

IMCAudience Contact Points

Point of Purchase Internet/ Interactive Media Direct Mail Publicity Public Relations Packaging

Marketing Communications Audience

Direct Response Sales Promotion

Print Media

Broadcast Media

Outdoor

Events

Traditional Approach to Marketing Communications

Sales Promotion

Point of Purchase

Publicity

Special Events

Media Advertising

Packaging

Direct Response

Public Relations Direct Marketing

Interactive Marketing

Contemporary IMC Approach

Sales Promotion Direct Response

Packaging

Point of Purchase

Publicity

Media Advertising

Public Relations

Interactive Marketing

Direct Marketing

Special Events

Basic Elements of the Promotional Mix

Advertising Direct Marketing Interactive/ Internet Marketing Sales Promotion

Publicity/Public Relations
Personal Selling

Classifications of Advertising
National Advertising Retail/Local Advertising Primary vs. Selective Demand Advertising

Consumers

Business-to-Business Advertising Professional Advertising Trade Advertising

Organizations

Direct Marketing is Part of IMC

Direct Mail Internet Sales Direct Response Advertising

Direct Marketing
Shopping Channels Cataloging Catalogs Telemarketing

Using the Internet as an IMC Tool

The Internet

Educates or Informs Customers

A Persuasive Advertising Medium

A Sales Tool or an Actual Sales Vehicle

Obtains Customer Database Information

Communicates and Interacts With Buyers

Provides Customer Service and Support

Builds and Maintains Customer Relationships

Sales Promotion Tools

Coupons Samples Premiums
Contests/Sweepstakes

Trade Allowances

POP Displays Training Programs Trade Shows Coop Advertising

Refunds/Rebates Bonus Packs Loyalty Programs Events

Consumeroriented
[For end-users]

Tradeoriented
[For resellers]

Various Uses of Sales Promotion

Introduce New Products Get Existing Customers to Buy More

Combat Competition

Enhance Personal Selling

Sales Promotion

Attract New Customers

Maintain Sales In Off Season

Tie In Advertising & Personal Selling

Increase Retail Inventories

Advertising Versus Publicity

Factor Control Credibility Reach Advertising Great Lower Measurable Schedulable Publicity Little Higher Undetermined

Frequency
Cost Flexibility Timing

Uncontrollable
Low/Unspecified

High/Specific
High Specifiable

Low Tentative

Publicity Vehicles
Feature Articles

News Releases

Publicity Vehicles

Interviews

Press Conferences

Special Events

Public Relations Tools

Publicity Vehicles Special Publications

Community Activities

Corporate Advertising

Cause-related Marketing

Public Affairs Activities

Special Event Sponsorship

Integrated Marketing Communications

IMC is the development of an
Integrated Comprehensive Marketing Communication (Promotion) Plan that links the marketing function with the communication function to deliver Effective Marketing Messages capable of (1) informing, (2) convincing and (3) persuading people to buy.

IMC continued
IMC makes use of such Promotion
Elements as (1) Advertising, (2) Sales Promotion, (3) Public Relations, (4) Publicity, (5) Direct Marketing, (6) Networking, (7) Personal Selling, and other non-conventional elements like (8) On-line communications to develop and deliver clear, consistent, and impact-full communications capable of informing, convincing, and persuading customers to buy.

(2) The Integrated Marketing Communication MIX

Advertising Direct Marketing Sales Promotion Public Relations

Publicity

Personal Selling Cybber Marketing Internet Marketing

Traditional Approach to Marketing Communications

Sales Promotion

Point of Purchase

Publicity

Special Events

Media Advertising

Packaging

Direct Response

Public Relations Direct Marketing

Interactive Marketing

Contemporary IMC Approach

Sales Promotion Direct Response

Packaging

Point of Purchase

Publicity

Media Advertising

Public Relations

Interactive Marketing

Direct Marketing

Special Events

Comparison of traditional versus IMC perspectives

Traditional marketing communications Separate functions: fragmentation Integrated marketing communications Integrated into one strategy: synergy

Starts with organization (goals, products) Specialist practitioners Fragmented communication programmes

Customer orientated Generalists Consistent communication programmes

Shorter-term objectives

Relationship/brand building objectives

Mass audiences

Targeted to stakeholder segments

 Reason for the Importance of IMC

Growing

A shifting of marketing from media advertising to other forms of promotion, particularly consumer and trade-oriented sales promotions. A movement away from relaying on advertising-focused approaches, which emphasize mass media such as network television and national magazines, to solve communication problems. A shift in marketplace power from manufacturers to retailers.

 The rapid growth and development of database marketing. Demands for greater accountability from advertising agencies and changes in the way agencies are compensated. The rapid growth of the Internet, which is changing the very nature of how companies do business and the ways they communicate and interact with consumers.

Integrated Marketing Communications Planning Model

Review of Marketing Plan Promotional Program Situation Analysis Analysis of the Communications Process Budget Determination Develop Integrated Marketing Communications Programs Advertising Sales Promotion Sales Promotion Objectives Sales Promotion Strategy PR/ Publicity PR/ Publicity Objectives PR/ Publicity Strategy Personal Selling Personal Selling Objectives Personal Selling Strategy Direct Marketing Direct Marketing Objectives Direct Marketing Strategy Internet/ Interactive Internet/ Interactive Objectives Internet/ Interactive Strategy

Advertising Objectives
Message Strategy

Integration & Implementation of Marketing Communications Strategies Monitor, Evaluate & Control Promotional Program

The Marketing Plan

1. A detailed situation analysis

2. Specific marketing objectives

3. A marketing strategy and program

4. A program for implementing the strategy

5. A process for monitoring and evaluating performance

POINT OF PURCHASE
The retail point of purchase (POP) is the time and place at which all the elements of a sale--the consumer, the money, and the product--converge. Marketers must make the most of the communications possibilities at this point to increase their sales. By making effective displays, designing appropriate, easily identifiable packaging, making shopping exciting, and focusing in-store advertising media on the POP, marketers can address the various interests of the manufacturer, the retailer, and the customers.