IntegratedMarketingCommunications.pptVIP

Integrated Marketing CommunicationsChapter 12 with Duane Weaver OUTLINE IMC Defined Elements of Marketing Communications Need for IMC Promotion Mix Strategies Advertising Sales Promotion Personal Selling DRM (Direct Respone Marketing) PR (Public Relations) IMC Defined Integrated Marketing Communications (IMC): “is the coordination and integration of all marketing communications tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumer and other end users at a minimal cost.” Clow and Baack, 2004, p.8 Elements of Marketing Communications Advertising Sales Promotion Personal Selling DRM (Direct Response Marketing) PR (Public Relations) We will cover these in more detail… Need for IMC Market fragmentation has resulted in media fragmentation Alternative media channels abound(e.g. mags, cd catalogues, internet sites, kiosks…) All messages seen as one single message to consumer NOTE: IMC builds a strong brand identity in the marketplace by tying together and reinforcing all your images and messages. (Armstrong et. al., 2007, p.470) Promotion Mix Strategies PUSH vs. PULL PUSHProducer marketing activities to Retailers and Wholesalers who resell to Consumers Personal selling, trade promotion by producer and personal selling, advertising and sales promotion by wholesaler/retailer… PULLProducer marketing activities directed at consumer to create demand from retailers and wholesalers that then creates demand from producer. Consumer advertising, sales promotion… Advertising Mass media advertising reaches large numbers geographically dispersed at low cost per exposure with ability to repeat message with frequency PROCESS: Set objectives Develop strategy Message strategy Message execution Slice of life, lifestyle, fantasy, mood, musical, symbolic, technical expertise, scientific, testimonial (see 479) Select media (reach, frequency, impact) Evaluate advertising Sales Promotion Short term incentives designed by marketers