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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.