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UNIT 1
INTRODUCTION TO IMC
• IMC IS THE COORDINATION &
INTEGRATION OF ALL MARKETING
COMMUNICATION TOOLS, AVENUES,
FUNCTIONS & SOURCES WITHIN A
COMPANY INTO A SEAMLESS PROGRAM
THAT MAXIMIZES THE IMPACT ON
CONSUMERS AND OTHER END USERS AT
A MINIMAL COST
TERMINOLOGIES
•
•
•
•
•
COORDINATION - PENYELARASAN
INTEGRATION - PENYATUAN
MARKETING COMMUNICATION TOOLS
IMPACT - KESAN
SEAMLESS - LICIN
Other definition of IMC
• IMC is a strategic business process* used to
plan, develop, execute & evaluate
coordinated, measurable, persuasive brand
communications programs over time with
consumers, customers, prospects*, employees*,
associated & other targeted relevant external
& internal audiences. The goal is to generate
both short-term financial returns & build long
term brand & shareholder value
• ongoing strategic business process*
• consumers, customers, prospects*
• employees*
IMC
• IMC IS A SIMPLE CONCEPT
• IT ENSURES THAT ALL FORMS OF
COMMUNICATIONS & MESSAGES ARE
CAREFULLY LINKED
• IMC MEANS INTEGRATING ALL THE
PROMOTIONAL TOOLS
• ALL OF THESE COMMUNICATIONS TOOLS
WORK BETTER IF THEY WORK TOGETHER IN
HARMONY RATHER THAN IN ISOLATION
1.2 THE EVOLUTION OF IMC
1980'S
………
IMC
• SEVERAL SHIFT IN THE ADVETISING AND
MEDIA INDUSTRY HAVE CAUSED IMC TO
DEVELOP INTO A PRIMARY STRATEGY FOR
MARKETERS:
– 1.FROM MEDIA ADVERTISING TO MULTIPLE
FORMS OF COMMUNICATION
– 2.FROM MASS MEDIA TO MORE
SPECIALIZED(NICHE) MEDIA, WHICH ARE
CENTERED AROUND SPECIFIC TARGET AUDIENCES
– 3.FROM A MANUFACTURER-DOMINATED MARKET
TO A RETAILER-DOMINATED, CONSUMERCONTROLLED MARKET
– 4.FROM GENERAL-FOCUS ADVERTISING AND
MARKETING TO DATA-BASED MARKETING
– 5.FROM LOW AGENCY ACCOUNTABILITY TO
GREATER AGENCY ACCOUNTABILITY,
PARTICULARLY IN ADVERTISING
– 6.FROM TRADITIONAL COMPENSATION TO
PERFORMANCE-BASED COMPENSATION
(INCREASED SALES OR BENEFITS TO THE
COMPANY)
– 7.FROM LIMITED INTERNET ACCESS TO 24/7
INTERNET AVAILABILITY AND ACCESS TO GOODS
AND SERVICES
• Refer Table : The Importance of IMC
Advertising
Personal
Selling
Direct
Marketing
Interactive &
Internet
Marketing
Public
Relations
Sales
Promotion
Advertising - Any paid form of nonpersonal presentation and
promotion of ideas, goods, or services by an identified sponsor.
Personal selling - Personal presentation by the firm’s sales force for
the purpose of making sales and building customer relationships.
Sales promotion - Short-term incentives to encourage the purchase
or sale of a product or service.
Public relations - Building good relationships with the company’s
various publics by obtaining favorable publicity, building up a good
"corporate image", and handling or heading off unfavorable rumors,
stories, and events.
Direct marketing - Direct communications with carefully targeted
individual consumers to obtain an immediate response and
cultivate lasting customer relationships.
Advantages PSelling
•
•
•
•
•
1.allowing for two-way interaction
2.tailoring of the messages
3.lack of distraction
4.involvement in the decision process
5.source of research information
advertising
•
•
•
•
1. it is persuasive in nature
2. it is non-personal
3. it is paid by an identified sponsor
4. it is disseminated through mass channels of
communication
Sales promotion
• Direct inducements that offer extra incentives
to enhance or accelerate product's movement
from produser to consumer
Internet marketing
• Web sites provide a new way of transmitting
information, entertainment, and advertising,
and have generated a new dimension in
marketing: electronic commerce
• Examples : amazon.com, CDNow, eBay,
senangbeli
Direct marketing
• The oldest form of marketing, is the process of
communicating directly to target customers to
encourage response by telephone, mail,
electronic means, or personally.
• Users include retailers, wholesalers,
manufacturers
• Methods include : direct mail, telemarketing,
online computer shopping services
•Personal Selling
Personel Selling
Riang Ria Ribena : Ashraff Sinclair, Adibah Noor dan
Cheryl Samad menyanyi bersama kanak-kanak...
Example Of Public Relations
Majlis ini merupakan kempen galakan membaca
di kalangan kanak-kanak juga bagi mengumpul
dana bagi membantu Malaysian Association For
The Blind (MAB). Kempen ini mendapat
kerjasama dari para selebriti yang sama-sama
membantu menjayakan kempen The Scoop On
Books ini. Selebriti-selebriti yang terlibat adalah
Cheryl Samad, Ashraff Sinclair dan Adibah Noor.
• ...bersama Ashraff Sinclair, Cheryl Samad dan Adibah
Noor...
• Sundae Party ini dihadiri oleh Yang Berbahagia Dato'
Seri Nafsiah Omar, Yang Berbahagia Dato' Professor
Dr. Sahol Hamid (Timbalan Naib Cancelor UiTM), Prof
Illias Mohd Salleh (Dekan Fakulti Komunikasi dan
Pengajian Media Uitm), Puan Noraini Yusof (Ketua
Program Perhubungan Awam UiTM), ibu bapa dan
kanak-kanak pra-sekolah.
• Natu The Chichak Storyteller...
Turut hadir adalah Datin Radziah Mohd Daud
(Pengerusi NAECCEM - National Association of Early
Childhood Care and Education Malaysia) dan Puan
Rebecca Duckett-Wilkinson. Puan Rebecca DuckettWilkinson merupakan penulis buku cerita kanak-kanak
yang berjudul "Natu The Chichak". Di majlis itu, beliau
telah menyampaikan sebuah cerita daripada karya
Natu The Chichak. Terdapat persembahan, demonstrasi
tulisan Braille dan aktiviti-aktiviti yang dikelolakan oleh
Cheryl Samad, Ashraff Sinclair dan Adibah Noor.
1.4 The Objectives Of IMC
• THE IMC OBJECTIVES BASED ON
COMMUNICATIONS EFFECTS PYRAMID :
– 1.AWARENESS
– 2.KNOWLEDGE/COMPREHENSION
– 3.LIKING
– 4.PREFERENCE
– 5.TRIAL
– 6.REPURCHASE/REGULAR USE
Inverted Pyramid of Communications Effects
90% Awareness
70% Knowledge
40% Liking
25% Preference
20% Trial
5% Use
• First the lower level objectives such as
awareness, knowledge or comprehension are
accomplished.
• Subsequent objectives may focus on moving
prospects to higher levels in the pyramid to
elicit desired behavioral responses such as
associating feelings with the brand, trial, or
regular use etc. it is easier to accomplish ad
objectives located at the base of the pyramid
than the ones towards the top. The
percentage of prospective customers will
decline as they move up the pyramid towards
more action oriented objectives, such as
regular brand use.
Advertising and Movement Toward Action
Related behavioral
dimensions
Conative
Movement
toward purchase
Purchase
Realm of motives.
Ads stimulate or direct
desires.
Conviction
Affective
Preference
Realm of emotions.
Ads change attitudes
and feelings
Cognitive
Realm of thoughts.
Ads provide
information and facts.
Liking
Types of promotions and
advertising at each step
Point of purchase
Retail store ads, Deals
“Last-chance” offers
Price appeals, Testimonials
Competitive ads
Argumentative copy
“Image” copy
Status, glamour appeals
Knowledge
Announcements
Descriptive copy
Classified ads
Slogans, jingles, skywriting
Awareness
Teaser campaigns
Awareness:
If most of the target audience is unaware of the object,
the communicator’s task is to build awareness, perhaps
just name recognition, with simple messages repeating
the product name. Consumers must become aware of
the brand. This isn’t as straightforward as it seems.
Capturing someone’s attention doesn’t mean they will
notice the brand name. Thus, the brand name needs to
be made focal to get consumers to become aware.
Magazines are full of ads that will capture your
attention, but you’ll have trouble easily seeing the
brand name.
Knowledge:
The target audience might have product
awareness but not know much more; hence this
stage involves creating brand knowledge. This is
where comprehension of the brand name and
what it stands for become important. What are
the brand’s specific appeals, its benefits? In what
way is it different than competitor’s brands? Who
is the target market? These are the types of
questions that must be answered if consumers
are to achieve the step of brand knowledge.
Liking:
If target members know the product, how do
they feel about it? If the audience looks
unfavourably towards the product to
communicator has to find out why. If the
unfavorable view is based on real problems, a
communication campaigns alone cannot do the
job. For product problem it is necessary to first
fix the problem and only then can you
communicate its renewed quality.
Preference:
The target audience might like the product but
not prefer it to others. In this case, the
communicator must try to build consumer
preference by promoting quality, value,
performance and other features. The
communicator can check the campaigns
success by measuring audience preference
before and after the campaign.
Conviction:
A target audience might prefer a particular
product but not develop a conviction about
buying it. The communicator’s job is to build
conviction among the target audience.
Purchase:
Finally, some members of the target audience might
have conviction but not quite get around to making
the purchase.
They may wait for more information or plan to act
later. The communicator must need these
consumers to take the final step, perhaps by
offering the product at a low price, offering a
premium, or letting consumers tried out. This is
where consumers make a move to actually search
out information or purchase.
• Thus advertising is thought to work and follow
a certain sequence whereby the prospect is
moved through a series of stages in succession
from unawareness to the purchase of the
product.
• Advertising cannot induce immediate
behavioural response, rather a series of
mental effects must occur with the fulfillment
at each stage before progress to the next
stage is possible.