Download File - Wasik Ali Khan

Promotional Management
Chapter 1: Introduction to IMC
MKT 337: WSK
Introduction to IMC
CREATE
COMMUNICATE
DELIVER
EXCHANGE
Process for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners and society at large
MARKETING
MKT 337: WSK
Introduction to IMC
Marketing and the Marketing Mix
• 4 Ps of Marketing
• Promotion, one of the Ps
• All Ps must be combined and coordinated
• All focus on Promotion and not on other Ps – will not work
• Cohesive marketing strategy
MKT 337: WSK
Introduction to IMC
INTEGRATED MARKETING
COMMUNICATIONS (IMC)
MKT 337: WSK
Introduction to IMC
What is an IMC?
Integrated Marketing Communication is a strategic business
process used to plan, develop, execute and evaluate
coordinated, measurable, persuasive brand communications
programmes over time with consumers, customers, prospects,
employees, associates and other targeted relevant external
and internal audiences.
MKT 337: WSK
Introduction to IMC
What is an IMC?
What is it?
strategic business
process
used to plan,
develop, execute and
evaluate
Plan,
develop,
execute &
evaluate
what?
coordinated,
measurable,
persuasive brand
communications
programmes over
time
with consumers,
customers,
prospects,
employees,
associates and other
external and internal
audiences.
MKT 337: WSK
What is it
used for?
For whom?
Introduction to IMC
Reasons for the growing importance
1. Started to understand the value of strategic integration
2. Avoid duplication
3. Take advantage of synergy among promotional tools
4. Develop more efficient and effective marketing communications
programme
5. Maximise the returns on investment in marketing and promotion
MKT 337: WSK
Introduction to IMC
The Role of IMC in Branding
• Brand Identity
– Combination of name, logo, symbols, design, packaging and
performance as well as the image and associations that come to mind
when consumers think about a brand
– Sum of all points of contacts with the consumers
• All IMC activities contribute towards the brand identity
– Advertising, Sales Promotion, sponsorship, websites, articles,
interaction with company rep,
MKT 337: WSK
Introduction to IMC
The Tools for IMC
THE PROMOTIONAL MIX
MKT 337: WSK
Introduction to IMC
Definitions
• Promotion
– the coordination of all seller-initiated efforts to set up channels of
information and persuasion in order to sell goods and services (or
promote an idea)
• Promotional Mix
– The tools used to accomplish an organisation’s communications
objectives
MKT 337: WSK
Introduction to IMC
Promotional Mix/IMC Tools
• Advertising
• Sales Promotion
• Public Relations
• Personal Selling
• Direct Marketing
• Digital/Interactive Media
MKT 337: WSK
Introduction to IMC
Advertising
• Any paid form of nonpersonal communication about an
organisation, product, service or idea by an identified sponsor
• Mass media
• No opportunity for immediate feedback
• Reasons for importance
– Cost-effective to reach large numbers
– Tool for building brand equity by providing information and influencing
perception
• Create favourable and unique associations
MKT 337: WSK
Introduction to IMC
Classifications of Advertising
ADVERTISING TO CONSUMER MARKETS
• National Advertising
• Retail/Local Advertising
• Primary- versus Selective-demand Advertising
ADVERTISING TO BUSINESS AND PROFESSIONAL MARKETS
• Business-to-Business Advertising
• Professional Advertising
• Trade Advertising
MKT 337: WSK
Introduction to IMC
To be continued…
MKT 337: WSK
Introduction to IMC