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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