Download INTEGRATED MARKETING COMMUNICATION

INTEGRATED MARKETING COMMUNICATION
Week 1
Prepared by : W. Rofianto
What is Marketing?
Marketing is an organizational function and a set of
processes for creating, communicating and delivering
value to customers and for managing customer
relationships in ways that benefit the organization.
Contemporary IMC Approach
Sales
promotion
Packaging
Point of
purchase
Publicity
Interactive
marketing
Media
Advertising
Direct
marketing
Direct
response
Public
relations
Special
events
Coordinated Marketing Mix Elements Build Image
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.
Reasons for 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
Brand Identity is a
combination of factors:
Name, logo, symbols,
design, packaging,
product or service
performance, and image
or associations in the
consumer’s mind.
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
Direct Marketing
Interactive/
Internet Marketing
Sales Promotion
Publicity/Public
Relations
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
Direct
Mail
Direct
Response
Advertising
Internet
Sales
Direct
Marketing
Shopping
Channels
Telemarketing
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
Trade
Allowances
Coupons
Samples
POP Displays
Contests/Sweepstakes
Training
Programs
Refunds/Rebates
Bonus Packs
Trade
Shows
Loyalty Programs
Coop
Advertising
Events
• Consumeroriented
•
[For end-users]
• Trade-oriented
•
[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
Publicity Vehicles
Feature
Articles
News
Releases
Interviews
Publicity
Vehicles
Press
Conferences
Special
Events
Public Relations Tools
Publicity
Vehicles
Community
Activities
Special
Publications
Corporate
Advertising
Public Affairs
Activities
Cause-related
Marketing
Special Event
Sponsorship