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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