Integrated Marketing Communications IMC

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Integrated Marketing Communications (IMC)

• All promotional activities -- media advertising,
  direct mail, personal selling, sales promotion,
  and public relations -- are coordinated to
  produce a unified promotional message that is
  customer-focused.

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Integrated Marketing Communication Objectives
Provide information
Create product demand
Communicate value
Communicate product benefits
Close sales
Obtain Customer Input
Build relationships and loyalty
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The Communication (Promotional) Mix
Personal Selling
Sales Promotion
Public Relations
Advertising
Internet/E-Mail
Sponsorship
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Personal Selling
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Personal Sales

• Advantages
• Can be more narrowly focused.
• Allows for immediate feedback.
• Can have greater impact on customer.
• Tailored to individuals needs, concerns.
• Disadvantages
• High costs per person reached.
• Sometimes has a bad reputation.
• Less and slower reach of target market.

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Personal Selling Process
Plan
Prospect
Organize information develop a call plan
Approach Secure an interview, gain
attention/interest
Presentation and build relationships
Manage objections and Close Sale
Service
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1999 by Prentice-Hall, Inc.
C
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Sales Promotion

• An activity or material that acts as a direct
  inducement, offering added value or incentive for
  the product to resellers, salespersons, or
  consumers.

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Sales Promotion

• Advantages.
• Helps support other marketing activities.
• Gives strong incentives to buy.
• More direct feedback than advertising.
• More immediate results than advertising.
• Disadvantages.
• Can erode brand image.
• Can be expensive.
• Can sacrifice long term for short term.

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Types of Sales Promotion

• Consumer Promos
• Coupons
• Price Discounts
• Sweepstakes/Contests
• Premiums
• Frequent User
• Sponsor Special Events
• Rebates/Refunds
• Gifts
• Demonstrations
• Samples
• Point-of-Purchase Display

• Trade Promos
• Buy-back Allowances
• Buying Allowances
• Free Merchandise
• Merchandise Allowances
• Coop Advertising
• Slotting Fees
• Premium or Push Money
• Sales Contests
• Dealer loaders

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Publicity

• Non-personal communication in news story form
  about an organization, its products, or both,
  transmitted through a mass medium at no charge.

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Publicity

• Advantages.
• No media costs.
• Often has more credibility than advertising.
• Can generate favorable word of mouth.
• Disadvantages.
• Cannot always be controlled.
• Sometimes good, sometimes bad.

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Advertising

• Paid mass (non-personal) communication about an
  organization and its products that is transmitted
  to a target audience through a mass medium such
  as TV, radio, newspapers, magazines, direct mail,
  billboards, etc.

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Advertising

• Benefits
• Low cost per person.
• Can reach a large number of target buyers.
• Can be repeated frequently.
• Can enhance image.
• Disadvantages
• Absolute dollar cost can be high.
• Little feedback.
• Hard to measure effects.

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Types of Media

• Television
• Radio
• Newspapers
• Magazines
• Billboards, Mass Transit
• Direct Mail
• Internet
• Fliers
• Posters

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How Advertising Works

• Perception Creating Stopping Power
• Awareness Making an Impression
• Understanding Making it Clear
• Persuasion Making Moving Messages
• Locking Power Making it Memorable.

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Three Powers of Advertising
Locking Power
Stopping Power
Pulling Power
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ROI - Key Elements of Effective Advertising

• Relevance. If advertising is not relevant, it
  has no purpose.
• Originality. If it is not original, it will
  attract no attention.
• Impact. If it does not strike with impact, it
  will make no lasting impression.

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The Think-Feel-Do Model
Purchase
Do
Conviction
Preference
Feel
Liking
Knowledge
Think
Awareness
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Creating Advertisements

• Copy. The verbal portion of an advertisement.
• Headlines
• Sub-headlines
• Body Copy
• Signature
• Artwork.
• Illustrations
• Layout