An Introduction To Integrated Marketing Communications

An Introduction to Integrated Marketing Communications

Definition of Integrated Marketing Communications ,[object Object]

IDEAS INVOLVED IN IMC APPROACH ,[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object]

The Marketing & Promotional Mixes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Corporate Level Message Sources Administration Manufacturing/ Marketing Finance Human Legal Operations Resources Cross-Functional Brand Equity (IM) Team Marketing Level Message Sources Product Price Marketing Distribution Mix Mix Communication Mix Cross-Functional IMC Team Marketing Communication Level Message Sources Personal Adver- Sales Direct Public Pack- Events Sales tising Promotion Marketing Relations aging Interactivity Other Stakeholders Employees Investors Financial Community Government Regulators Customers Distributors Suppliers Competition Consumers Local Community Media Interest Groups Communication-Based Marketing Model

Communication Levels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Reasons For Growing Importance of IMC ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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

Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],Any paid form of non-personal communication about an organization, product, service, idea or cause by an identified sponsor. ,[object Object],[object Object],[object Object],[object Object],[object Object],

Classifications of Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Direct Marketing ,[object Object],[object Object],[object Object],[object Object],A system of marketing by which organizations communicate directly with target customers to generate a response and/or a transaction. ,[object Object],[object Object],[object Object],[object Object],[object Object]

Direct Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Interactive/Internet Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],A form of marketing communication through interactive media which allow for a two-way flow of information whereby users can participate in and modify the content of the information they receive in real time. ,[object Object],[object Object],[object Object],[object Object],[object Object]

Interactive/Internet Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Sales Promotion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Marketing activities that provide extra value or incentives to the sales force, distributors, or ultimate consumers and can stimulate immediate sales. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Sales Promotion Uses ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Publicity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Nonpersonal communication regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship.

Publicity Vehicles ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

ADVANTAGES AND DISADVANTAGES OF PROMOTIONAL COMPONENTS

Public Relations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The management function which evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance.

Personal Selling ,[object Object],[object Object],[object Object],[object Object],Direct person-to-person communication whereby a seller attempts to assist and/or persuade perspective buyers to to purchase a product or service. ,[object Object],[object Object],[object Object],[object Object],[object Object]

Promotional Management ,[object Object],[object Object],[object Object],[object Object],[object Object],Coordinating the promotional mix elements to develop a controlled, integrated program of effective marketing communications.

Models That Help to Conceptualize the Buying Process ,[object Object],[object Object],[object Object]

A I D A MODEL ,[object Object],[object Object],[object Object],[object Object],[object Object]

Hierarchy–of–effects model Awareness Knowledge Liking Preference Conviction Purchase

An Introduction To Integrated Marketing Communications

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An Introduction To Integrated Marketing Communications