1. Integrated Marketing
Communication

2. Integrated Marketing Communications
A comprehensive plan that evaluates the
strategic roles of a variety of communication
disciplines and combines these disciplines to
provide clarity, consistency and maximum
impact

3. Theoretical roots
1. Combine push and pull
2. A unified message is more likely to be
processed effectively
3. Weaknesses are minimized and strengths are
maximized

4. Advertising
TV, Press, Cinema,
Internet, Outdoor
Direct
Direct mail, internet,
personal selling
PR
Word-of-mouth, PR,
Buzz
Sales Promotion
Events, Product
placement, POP

5. Audit
• PESTLE
• SWOT
• Competitors
– How many are there and what is their share?
– What positions do they take up?
– Are they doing well?
– How important is their presence in the market?

6. Objectives of IMC
• Help justify a price increase
• Increase volume
• Generate leads
• Brand preference
• Differentiation
• New uses
• New markets
• Replace (or increase efficiency) of an
organization’s routes to markets

7. Levels of objectives
• Exposure
– Opportunity To See (OTS)
• Awareness
• Attitude

8. Creative strategy
Proposition spells out what you want to say
• Does it have staying power?
• Is it credible?
• Is it distinctive?
• Is it single-minded?
• Is the promise meaningful?

9. Media Strategy
1. Where is the communication going to appear?
2. How frequently?
3. How much is to be spent?
Spend
1. Who?
2. Where?
3. When?
4. What ?

10. Measurement
• Research prior to development
• Research during development
• Pre-testing
• Post-testing

11. PROMOTIONS

12. Objectives
• SALES
• Increased distribution outlets
• Increased shelf space
• Increased in-store presence
• Expanded selling season
• Increased purchase frequency
• Increased usage occasions
• Increased transaction size
• Trial

13. Planning a promo campaign
• Establish objectives
• Plan on strategies and tactics
• Establish criteria for success
• Create back-up plan
• Review and test
• Put controls in place
• Roll out

14. Contests
• Call attention to a product when there is
nothing new
• The product should tie in with the contest
• Can be used to build data on customers
• Instant win enjoys greater participation
• Lots of prizes vs one big prize

15. Coupons
• Coupons entitle bearers to an immediate
discount when presented to a participating
business
• Greatest influencer among promos
• P&G vs the people
• Manufacturer / retailer or both
• On product / off site

16. Discounts
• Can result in:
– Increased consumption
– New type of consumption eg gifting
– Stockpiling
• EDLP vs High Low
• Builds traffic
• Price reductions are simplistic

17. Types of discounts
• Cash discounts
• Trade-ins
• Membership discounts
• First few customers
• Twofers / BOGO etc
• Future purchase
• Bundling
• Added value (0% finance)

18. Continuity
• Basis: it costs more to get a new customer
than to retain an old one
• Collect and get
• Loyalty
• Collector series
• Close-ended vs open-ended

19. POP
• Also known as POS
• It is a display tactic
• Display must convey message in 3 secs
• More the better
• Give benefit to retailer
• Announce some other promotion
• Self-shipper (easy set-up)

20. Sampling
• In store
• On pack / in pack / near pack
• Coupon
• Delivered
• Direct mail
• Media delivery (incl. downloads)
• Demos
• Trial offers (short-term)
• Venues (clubs, community halls)
• Events

21. Sampling
• Kits
• Booths
• Literature
• Hiring &Training
• Follow up
• measurement

22. Event
• Make / rent an event
• Product placement
• Product affiliation
• Licensed premium offer (spidey toys)
• Event tickets
• Event extension (Merc-sit in F1 car)

23. What can you do at an event?
• Sponsorships
• Signage
• Sampling booths
• Celebrity appearances
• Hospitality tents
• Premiums, souvenirs
• Exhibit items

24. Free gifts
• Along with sale
• The container itself
• Charge cost
• Free with commitment (subscription)
• Collectibles
• Collect and get

25. Tie-ins
• Product compatibility –pizza and cola
• Market match
• Distribution match
• Seasonality
• Regionality
• Cross-merchandising

26. Trade promotions
• Get new distribution
• Optimise product mix
• Exploit seasonality
• Get shelf space
• Secure services (co-op)
• Performance