Download Integrated marketing communication

10/17/2012
Integrated marketing
communication
[email protected]
Changing of “way of thinking”
promotion
Marketing
communication
IMC
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10/17/2012
Flashback : Promotion
• Promotion has been defined as the
coordination of all seller initiated efforts
to set up channels of information and
persuasion in order to sell goods and services
or promote an idea.
Definition of
Marketing Communications
marketing communications are the means by which
firms attempt to inform. persuade, and
remind consumers-directly or indirectly-about
the products and brands they sell.
In a sense, marketing communications represent
the "voice" of the company and its brands and are
a means by which it can establish a dialogue and
build relationships with consumers. (kotler and
keller. 2009:470)
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marketing communications is the collective
term for all the communications
functions used in marketing a productadvertising, public relations, direct-response
marketing, sales promotion and so on. (duncan
2002:15)
Forms of Marketing communications
(marcomm tools)
The primary forms of marketing communications include :
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traditional mass media advertising (TV, magazines, etc.);
online advertising (Web sites, opt-in e-mail messages,
text messaging, etc.);
sales promotions (samples, coupons, rebates, premium
items, etc.);
store signage and point-of-purchase communications;
direct-mail literature;
public relations and publicity releases;
sponsorships of events and causes;
presentations by salespeople(personal selling);
and various collateral forms of communication devices.
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New approach
4 P's
4 C's
product
consumer
price
cost
place
convenience
promotion
communication
IMC ?
• a concept of marketing communications planning
that recognizes the added value of a comprehensive
plan that evaluates the strategic roles of a variety of
communication disciplines—
• for example, general advertising, direct response, sales
promotion, and public relations—and combines these
disciplines to provide clarity, consistency, and maximum
communications impact.
American Association of Advertising Agencies (the
―4As‖) (Belch and belch 2010:9)
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IMC (2)
• Integrated marketing communication is a
strategic business process used to plan,
develop, execute, and evaluate
coordinated, measurable, persuasive
brand communication program over
time with consumers, customers, prospects,
and other targeted, relevant external and
internal audiences.
(Don E. Schultz and Philip J. Kitchen, 2004)
IMC (3)
• IMC is a cross-functional process for
creating and nourishing profitable relationship
with costumers and other stakeholders by
strategically controlling or influencing all
messages sent to these groups and
encouraging data-driven, purposeful dialogue
with them.)
Duncan (2002:4)
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IMC (4)
• IMC is a communications process that entails the
planning, creation, integration, and
implementation of diverse forms of marcom
(advertisements, sales promotions, publicity releases,
events, etc.) that are delivered over time to a brand’s
targeted customers and prospects.
(Shimp 2010:10)
• The goal of IMC is ultimately to influence or
directly affect the behavior of the targeted
audience.
• IMC considers all touch points, or sources of
contact, that a customer/prospect has with the
brand as potential delivery channels for
messages and makes use of all communications
methods that are relevant to customers /
prospects.
(Shimp 2010:10)
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• IMC requires that all of a brand’s
communication media deliver a
consistent message. The IMC process further
necessitates that the customer/prospect is the
starting point for determining the types of
messages and media that will serve best to
inform, persuade, and induce action
(Shimp 2010:10)
Why IMC is important?
• A major reason for the growing importance of
the IMC approach is the ongoing revolution
that is changing the rules of marketing and the
role of the traditional advertising agency
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The role of IMC in Branding
• IMC plays a major role in the process of
developing and sustaining brand identity and
equity.
(Details of brand identity and equity at ―strategic
branding‖)
Databases
and
Information
Technology
Zero based
planning  SWOT
etc (IMC functions
and media neutral)
Cross-functional
organization
(Monitoring and
evaluating brand
relationships)
IMC is an ongoing
process that “spins off”
sales, profits, and
brand equity
Advertising,
customer
services,
direct response,
E-commerce,
events,
packaging,
personal selling,
public relations,
sales promotion,
sponsorships,
trade shows
Brand Messages
(Strategic
consistency of
brand
positioning, big
creative idea)
Media-mass,
niche, and
interactive
(Intrinsic and
created brand
contacts)
Brand
Relationships
(Customer
acquisition,
retention, growth)
Sales, profits, and
brand equity
(Tom Duncan, (2002:9 )
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Penjelasan singkat :
promosi – marcomm – IMC  serupa
tapi tak sama
• Promosi merupakan usaha terkoordinasi dari
penjual/marketer untuk memberikan informasi
dan mempersuasi untuk menjual produk,jasa
dan mempromosikan ide (definisi tahun 50an)
• Promosi dianggap masih berorientasi sebagai
cara produsen untuk menjual produk
• Perkembangan definisi dari promosi adalah markom :
• Merkom disebut sebagai usaha perusahaan ntuk
memberi informasi, mempersuasi dan mengingatkan
konsumen baik secara langsung ataupun tidak mengenai
produk atau ―brand‖ yang mereka (produsen) jual.
• Posisi komunikasi pemasaran dipandang sebagai hal
strategis – yaitu merepresentasikan suara
perusahaan dan ―brand‖ untuk membangun dialog
dan hubungan jangka panjang dengan konsumen.
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• IMC – merupakan pengembangan dari 2 konsep
sebelumnya.
• konsep IMC yang memposisikan komunikasi
bukanlah sekedar alat seperti halnya konsep
sebelumnya (promosi),, tetapi lebih merupakan
kegiatan menyeluruh mengenai proses
komunikasi – perencanaan – pencapaian tujuan
– evaluasi dan perencanaan kembali.
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