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Integrated marketing communication by manish badhiye

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Integrated marketing communication by manish badhiye

  1. 1. Integrated Marketing Communication
  2. 2. 4p’s of marketing mix  Product  Price  Place  Promotion
  3. 3.  Marketing communication is focused on promotion mix  Promotion compasses all the tools in the marketing mix whose major role is persuasive communication
  4. 4. What is communication?  Transmitting, receiving & processing information.  Communication occurs when the message that was sent reaches its destination in a form that is understood by the intended audience
  5. 5. The communication Process Elements in the communication process Sender Encoding Decoding Receiver Response Feedback Noise Message Media
  6. 6. Communication in marketing  Sender are the manufacturing or marketing companies  Intended audience is mainly customer internal or external  The idea is to convey the positive things about the product, brand or company  Intentions may be different like image, sale, revenue, profit or just to get attention
  7. 7.  Encoding – putting thoughts into symbolic form  Message – Set of symbols  Media – communication channel  Decoding – The process by which receiver assign meaning to the symbol encoded by the sender  Receiver – The party receiving the message sent by another party  Response – The reaction of the receiver after being exposed to the message.
  8. 8.  Feedback – The part of the receivers response communicated back to the sender.  Noise – The unplanned static or distortion during the communication process. 
  9. 9. Senders field Receivers Field of experience of experience Sender Encoding Media Decoding Receiver Noise ResponseFeedback Message
  10. 10. promotion  Promotion is the coordination of all seller initiated efforts to set up channels of information & persuasion in order to sell goods & services or promote an idea
  11. 11.  Promotion compasses all the tools in the marketing mix whose major role is persuasive communication
  12. 12. Elements of Promotion Mix Promotion Mix Advertising Direct marketing Interactive / Internet marketing Sales promotion Personal selling Publicity/ public relation
  13. 13. AdvertisingAdvertising Direct MarketingDirect Marketing Interactive/ Internet Marketing Interactive/ Internet Marketing Sales PromotionSales Promotion Publicity/Public Relations Publicity/Public Relations AdvertisingAdvertising Personal SellingPersonal Selling Direct MarketingDirect Marketing Interactive/ Internet Marketing Interactive/ Internet Marketing Sales PromotionSales Promotion Publicity/Public Relations Publicity/Public Relations Basic Elements of the Promotional Mix
  14. 14. Communication or promotion tools  Advertising  Sales promotion  Public relations  Personal selling  Direct marketing
  15. 15.  Interactive / internet marketing
  16. 16. Point of purchase Publicity Public relations Direct marketing Interactive marketing Special events Packaging Sales promotion Direct response Traditional Approach to Marketing Communications Media Adver- tising
  17. 17. Contemporary IMC Approach Point of purchase Publicity Interactive marketing Public relations Direct marketing Special events Packaging Sales promotion Direct response Media Adver- tising
  18. 18. Advertising  Paid form- occasional exception PSA  Nonpersonal - involves mass media generally no opportunity for immediate feedback ( except direct response ad)  Used to create brand images and symbolic appeals for a company or brand
  19. 19. Sales promotion  Short term incentives to encourage the purchase or sale of product or service.  Discounts  Coupons  Displays  Demonstrations Two Types-  Consumer-oriented – targeted to the ultimate user of a product /service  Trade-oriented - targeted towards marketing intermediaries
  20. 20. Public Relation  Building good relations with the companies various publics by obtaining favorable publicity, building up good corporate image, and handling or heading off unfavorable rumors, stories, and events.  Press releases  Sponsorships  Special events  Web pages
  21. 21. Personal Selling  Personal presentation by the firms sales force for the purpose of making sales and building customer relationship  Sales presentations  Trade shows  Incentive programs
  22. 22. Direct Marketing  Direct connection with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. through the use of direct mail, telephone, direct-response television, e-mail, and the Internet to communicate directly with specific consumers  Catalog  Telemarketing  Kiosks
  23. 23. Interactive / internet marketing
  24. 24. Steps in Developing Effective Marketing Communication Identify the target audience Determine the communication objectives Design the message Choose the media Select the message source Collecting feedback
  25. 25. Determine the communication objectives
  26. 26. IMC  The concept under which a company carefully integrates and coordinates its many promotion tools, sources, avenues to deliver a clear, consistent, and compelling message about the organization and its products.
  27. 27. What is Integrated Marketing Communication  Integrated Marketing Communication is a simple concept. It ensures that all forms of communication and messages are carefully linked together.  At its most basic level, Integrated Marketing Communications, or IMC, means integrating all the promotional tools, so that they work together in harmony.
  28. 28. Reasons for the Growing Importance of IMC Media advertisingMedia advertising Multiple forms of communicationMultiple forms of communication Mass mediaMass media Specialized mediaSpecialized media Manufacturer dominanceManufacturer dominance Retailer dominanceRetailer dominance Concept Driven AppealsConcept Driven Appeals Data-driven marketingData-driven marketing Low agency accountabilityLow agency accountability Greater agency accountabilityGreater agency accountability Traditional compensationTraditional compensation Performance-based compensationPerformance-based compensation Limited Internet availabilityLimited Internet availability Widespread Internet availabilityWidespread Internet availability
  29. 29. Reasons for the Growing Importance of IMC  Shifting of marketing dollars from media advertising to other forms of promotion , particularly consumer-and trade-oriented sales promotions.  A movement away from relying 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.  Rapid growth and development of database marketing.  Demand for a greater accountability from advertising agencies and the 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 way they communicate and interact with consumers.
  30. 30. IMC Audience Contact Tools Broadcast media (TV/radio) Broadcast media (TV/radio) Print media (newspapers, magazines) Print media (newspapers, magazines) Public Relations/ publicity Public Relations/ publicity Internet/ interactive Internet/ interactive Direct marketing Direct marketing Sales Promotion Sales Promotion Product placements (TV and movies) Product placements (TV and movies) Events and sponsorship Events and sponsorship Word-of- mouth Word-of- mouth Point-of- purchase (displays, packaging) Point-of- purchase (displays, packaging) Personal selling Personal selling Out-of-home media Out-of-home media Target AudienceTarget Audience
  31. 31. Need for Integrated Marketing Communications Conflicting messages from different sources or promotional approaches can confuse the customers about company or brand images Increasing no of promotional tools & trends if not used to complement each other, the message is not effective creating chaos in customer’s mind
  32. 32. Benefits  increases profits through increased effectiveness  create competitive advantage  boost sales by stretching messages across several communications tools to create more avenues for customers to become aware, aroused, and ultimately, to make a purchase and profits, while saving money, time and stress.  Creates credibility & reduces risk in the mind of the buyer
  33. 33. Continued…  nurture long term relationships with customers
  34. 34. Factors affecting IMC programs In developing an IMC strategy, a company combines the promotional mix elements, balancing the strengths & weaknesses of each. Companies considers many factors in developing their IMC programs including  Type of product  Target market  Buyer decision process  PLC stage  Distribution channels
  35. 35. What is an IMC plan?  A framework for developing, implementing & controlling the organization's integrated marketing communication programs & activities
  36. 36. IMC Plan  It must : -  Evaluate the current situation  Determine the role of each promotion mix element  Develop the strategies for each promotion mix element  Plan for their implementation  Consider how to evaluate results
  37. 37. IMC planning model Review of mktg plan Analysis of promotional program situation Analysis of communication process Budget determination Develop IMC program Direct Mktg Interactive/ Internet mktg Sales promotion PR/PublicityAdvtising PS
  38. 38. Cntd.. Direct Mktg internet mktg S p PRAdvtising PS objectives objectives obj obj obj obj strategy strategy strategy strategy strategy strategy Msg &media strategy & tactics Msg &media strategy & tactics Msg &media strategy & tactics Msg &media strategy & tactics Msg &media strategy & tactics Sales message Strategy & sales tactics Integrate & implement mktg communication strategies Monitor, evaluate & control IMC program
  39. 39. Review of marketing plan- it is a written document that describes the overall mkting strategy & programs developed for an organization Examine overall marketing plan and objectives Role of advertising and promotion Competitive analysis Asses environmental influences Analysis of promotional program situation Internal analysis External analysis Analysis of communications process Analyze receivers response process Analyze source, message, channel factors Establish communications goals and objectives Budget Determination Set tentative marketing communications budget Allocate tentative budget Develop integrated marketing communications program
  40. 40.  Integrate and implement Marketing communication Strategies Integrate promotion mix strategies create and produce ads Purchase media time , space, etc. design & implement direct marketing programs design & distribute sales promotion materials design & implement public relation / publicity programs design & implement interactive / internet marketing programs Monitor , Evaluate, and control IMC program. Evaluate promotional program results/ effectiveness Take measure to control and adjust promotional strategies
  41. 41. Marketing and promotion process model