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Integrated Marketing Communication
Week 01
W. Rofianto, ST, MSi
Reference & Evaluation
Assignment
MidTerm Exam
Final Project
30%
35%
35%
http://rofianto.wordpress.com/imc/
[email protected]
What is Marketing?
Marketing is the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners,
and society at large.
(American Marketing Association’s official definition of marketing
released August 2007)
Defining IMC
IMC is a strategic business process used to plan, develop,
execute and evaluate coordinated, measurable, persuasive brand
communication programs with consumers, customers, prospects
employees and other relevant external and internal audiences.
The goal of IMC is to generate short-term financial returns and build
long-term brand value.
Coordinated Marketing Mix Elements Build Image
Coordinated Marketing Mix Elements Build Image
The Growing Importance of IMC
From
Toward
Media advertising
Multiple forms of communication
Mass media
Specialized media
Manufacturer dominance
Retailer dominance
General focus
Data-based marketing
Low agency accountability
Greater agency accountability
Traditional compensation
Performance-based compensation
Limited Internet availability
Widespread Internet availability
IMC and Branding
IMC plays a major role in the
process of developing and
sustaining brand identity and
equity.
2005 Brand Value
(Billions of Dollars)
1. Coca-Cola
2. Microsoft
3. IBM
4. GE
5. Intel
6. Nokia
7. Disney
8. McDonald’s
9. Marlboro
10. Mercedes
$67.52
$59.94
$53.38
$46.99
$35.59
$26.45
$26.44
$26.01
$24.84
$21.19
Basic Elements of the Promotional Mix
Advertising
Advertising
DirectDirect
Marketing
Marketing
Interactive/
Interactive/
Internet
Internet
Marketing
Marketing
Sales Sales
Promotion
Promotion
Publicity/Public
Publicity/Public
RelationsRelations
Personal Selling
Classifications of Advertising
National Advertising
Retail/Local Advertising
Consumers
Primary vs. Selective
Demand Advertising
Business-to-Business Advertising
Professional Advertising
Trade Advertising
Organizations
Direct Marketing is Part of IMC
DirectDirect
Mail Mail
DirectDirect
Response
Response
Advertising
Advertising
Internet
Sales
Direct
Marketing
Shopping
Shopping
Channels
Channels
Telemarketing
Telemarketing
Catalogs
Catalogs
Using the Internet as an IMC Tool
The
Internet
Educates or
informs
customers
Obtains
customer
database
information
A persuasive
advertising
medium
Communicates
and interacts
with buyers
A sales tool or
an actual sales
vehicle
Provides
customer
service and
support
Builds and
maintains
customer
relationships
Sales Promotion Tools
Coupons
Samples
Contests/Sweepstakes
Refunds/Rebates
Bonus Packs
Loyalty Programs
Events
Trade
Allowances
POP Displays
Training
Programs
Trade
Shows
Coop
Advertising
Consumer-oriented
Trade-oriented
[For end-users]
[For resellers]
Various Uses of Sales Promotion
Introduce new
products
Get existing
customers to buy
more
Combat
competition
Attract new
customers
Sales
Promotion
Enhance personal
selling
Tie in advertising &
personal selling
Maintain sales in
off season
Increase retail
inventories
Advertising Versus Publicity
Factor
Advertising
Publicity
Control
Great
Little
Credibility
Lower
Higher
Reach
Measurable
Undetermined
Frequency
Schedulable
Uncontrollable
Cost
High/Specific
Low/Unspecified
Flexibility
High
Low
Timing
Specifiable
Tentative
Public Relations Tools
Publicity
Vehicles
Community
Activities
Special
Publications
Corporate
Advertising
Public Affairs
Activities
Cause-related
Marketing
Special Event
Sponsorship
Marketing and Promotions Process Model
Opportunity
analysis
Identifying
markets
Product
Product
decisions
decisions
Promotional
decisions
Competitive
analysis
Pricing
Pricing
decisions
decisions
Market
segmentation
Target
marketing
• Advertising
• Direct
marketing
Ultimate
consumer
• Interactive
marketing
Channel-ofChannel-ofdistribution
distribution
decisions
decisions
Selecting a
target market
Promotion
to final
buyer
• Consumers
• Sales
promotion
• Businesses
• Publicity and
public
relations
• Personal
selling
Positioning
through
marketing
strategies
Resellers
Purchase
The Target Marketing Process
Identify
Identify
markets
markets
withwith
unfulfilled
unfulfilled
needs
needs
Determining
market
segmentation
Determining
market
segmentation
Selecting Selecting
market to market
target to target
Positioning through marketing strategies
Positioning Strategies
How should
we position?
By Attributes and Benefits?
By Price or Quality?
By Use or Application?
By Product Class?
By Product User?
By Competitor?
By Cultural Symbols?
Cultural Symbols Can Differentiate Brands
Branding and Packaging Work Closely Together
Product Decisions
BRANDING
BRANDING
Brand
name
communicates
attributes
and
meaning
Advertising
creates and
maintains
brand
equity
PACKAGING
Packaging
has become
increasingly
important
It’s often
customers’
first
exposure to
product
A Package Is More than a Container
Push Versus Pull
Push Policy
Pull Policy
Producer
Producer
Wholesaler
Wholesaler
Retailer
Retailer
Consumer
Consumer
Information Flow
Promotion to Push Goods Through Channels
Point of sale displays, racks, stands
PUSH
Trade deals, special displays
Dealer premiums, prizes, gifts
Cooperative advertising deals
Advertising materials, mats,
insertsinserts
Push money or “spiffs"
Collaterals, catalogs, manuals
Company conventions, meetings
Promotion to Pull Goods Through Channels
PULL
Sampling, free trial
Cents-off promotions
Cents-off coupons
Combination offers
Premiums or gifts
Contests, sweepstakes
Point-of-purchase
Trading stamps