Integrated Marketing Communications

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MARKETING STRATEGYO.C. FERRELL MICHAEL D.
HARTLINE
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Integrated Marketing Communications
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Integrated Marketing Communication

• Integrated Marketing Communication (IMC)
• the strategic, coordinated use of promotional
  elements to ensure maximum persuasive impact on
  the firms current and potential customers.
• Reasons that IMC is important
• Fosters long-term relationships
• Reduces or eliminates promotional redundancies
• Technology allows better targeting of customers

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Promotional Elements Used in IMC
Exhibit 10.1
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Strategic Issues in IntegratedMarketing
Communications

• IMC must have clear promotional goals and
  objectives
• The AIDA Model
• Attention
• Interest
• Desire
• Action
• Promotional goals with respect to the supply
  chain
• Push or pull strategy?

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Promotion Strategy Overthe Product Life Cycle
Exhibit 10.2
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Advertising

• Types of Advertising
• Institutional advertising
• Advocacy advertising
• Product advertising
• Determining the Advertising Budget
• Objectives and task approach
• Percentage of sales approach
• Competitive matching approach
• Arbitrary approach

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Evaluating Advertising Effectiveness

• Methods
• Evaluating the achievement of advertising
  objectives
• Assessing the effectiveness of advertising copy,
  illustrations, and layouts
• Evaluating the effectiveness of various media
• Timing of Evaluation
• Pretest
• During campaign
• Posttest

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Public Relations

• Public Relations Methods
• Negative Public Relations

News (or press) releases Investor relations
- Feature articles - Employee relations
White papers - Event sponsorship
Press conferences - Product placement
Lobbying
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Personal Selling andSales Management

• The Sales Management Process
• Developing Sales Force Objectives
• Determining Sales Force Size
• Recruiting Salespeople
• Training the Sales Force
• Controlling and Evaluating the Sales Force
• The Impact of Technology on Personal Selling

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Comparison of Sales ForceCompensation Methods
Exhibit 10.8
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Sales Promotion in Consumer Markets

• Types of Sales Promotion to Consumers
• Coupons
• Rebates
• Samples
• Loyalty programs
• Point-of-purchase promotion
• Premiums
• Contests and sweepstakes

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Sales Promotion in Business Markets

• Sales Promotion Methods Unique to Business
  Markets
• Trade allowances
• Free merchandise
• Training assistance
• Cooperative advertising
• Selling incentives