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An Introduction To Integrated Marketing Communications

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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],[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
 

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An Introduction To Integrated Marketing Communications

  • 1. An Introduction to Integrated Marketing Communications
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7. 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
  • 8.
  • 9.
  • 10. IMC Communication Tools IMC Communication Tools Advertising Direct Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Personal Selling
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21. ADVANTAGES AND DISADVANTAGES OF PROMOTIONAL COMPONENTS
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27. Hierarchy–of–effects model Awareness Knowledge Liking Preference Conviction Purchase
  • 28.