integrated marketing communication (anamika sharma)

Integrated Marketing Communication

1. Marketing Communication.2. Types of Messages.3. IMC4. Benefits of IMC5. MCM & Elements of IMC

Marketing Communication

Tom Duncan :

“Marketing Communication is a collective term for all the various types of planned messages used to build a brand.”

Types of Messages

A Company has to manage four types of messages :

1. Planned – External communication activities2. Inferred – For premium products –selling

product from prestigious store3. Maintenance – Interaction of Customer

Service Cell & Customer4. Unplanned – News reports, Trade

Publications etc.


Marketing Power Dictionary :

“ IMC can be defined as a holistic approach to promote buying and selling in the digital economy.”


According to American Marketing Association : “IMC is a planning process designed to assure

that all brand contacts received by a customer or prospect for a product, service or organization are relevant to that person and consistent over time.”


According to Tom Duncan : “A Process for managing the customer

relationships that drive brand value. More specifically, it is cross-functional process for creating and nourishing profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging, data driven, purposeful dialogue with them.”

Growing Importance & Benefits of IMC

1. Increasing Competition

2. Increased IT Sources

3. Need of Consistency

4. Decline in Effectiveness of Mass Advtg.

5. Provides greater Brand Differentiation

6. Greater Accountability & Coordination

7. Effective at Cutting through Message Clutter

8. Increases Customer’s Trust

Marketing Communication Mix

“ A Marketing Communication Mix is the selection of Marketing Communication functions used at a given time as part of a marketing program.”

Tools of Marketing Communication

1. Personal Selling

2. Advertising

3. Sales Promotion

4. Public Relation

5. Publicity

6. Direct Marketing

7. Sponsorship 8. Point of Purchase

Display 9. Exhibition 10. Packaging 11. Internet 12. Corporate Identity


Personal selling‘PS can be described as a two way communication

between a buyer and a seller.’- The direct presentation of a product

- It takes place face-to-face or over the phone

- It may be directed to a business person or a final customer

- Face to face comm. Meetings, Telephone Calls, Trade Shows, Exhibitions or Sales Force etc.


Advertising

‘Non personal, paid announcements by an identified sponsor.’

- Nonpersonal communication & paid

- Most familiar outlets are broadcast (TV, radio) and print (newspapers, magazines) media

- However, there are many other advertising vehicles, from billboards to T-Shirts and, more recently, the Internet


Sales Promotion

According to the International Chamber of Commerce-

‘Marketing devices and techniques which are used to make goods and services more attractive by providing some additional benefit, whether in cash or in kind or the expectation of such benefit.’

- A sponsor-funded, demand-stimulating activity designed to supplement advertising and facilitate personal selling

- Included are a wide spectrum of activities, such as event sponsorships, contests, trade shows, in-store displays, rebates, samples, premiums, discounts, and coupons


PUBLIC RELATIONS

Acoording to Public Relation Society of America-

‘PR are communication activities that help an organization and its public adopt mutually to each other.’

- Unlike most advertising and personal selling, it does not include a specific sales message

- PR can take many forms, including newspapers, annual reports, lobbying, TV talk shows and support of charitable or civic events


Publicity

- is a special form of PR that involves news stories about an

organization or its products

- Like advertising, it consists of an impersonal message that reaches a mass audience.But: Placement is not paid for

- subject of the publicity has little or no control over it

- has greater credibility than advertising


Direct Marketing

- Product available at customers’ convenience

- Directly fromManufacturer to Buyer


Sponsorship According to T. Managhan-

‘An investment in cash or kind in an activity, in return for access to the exploitable commercial potential associated with this activity.’ - Three types. Event related- sponsor an event .

- Cause related – Charitable activity like Polio Campaign.

- Broadcast related – a TV programme.


Point of Purchase Displays

- Inferred messages.

- Used by Cosmetics and Confectionaries

- Beneficial in latest mall culture

- Not very popularly adopted by many companies


Exhibitions

- Works on ‘SEEING IS BELIEVING’

- Brings together buyers, sellers and competitors

- Facilitate easy comparison

Factors Affecting the Promotion MixFactors Affecting the Promotion Mix

Designing an effective promotion mix involves strategic decisions about these factors:

1. target audience,

2. objective of the promotion effort,

3. nature of the product,

4. stage in the product’s life cycle,

5. amount of money available for promotion,

6. Legal Environment,

7. Competition,

8. Consumer Buying Behavior.

1. Target Audience

- As is true for most areas of marketing, decisions on the promotional mix will be greatly influenced by the target audience

- A promotion aimed at middlemen is called a push strategy, and a promotion directed at end users is called a pull strategy

2. Promotion Objective

A promotion plan may have different promotion objectives :

- To Introduce

- To Inform

- To Persuade

- To Remind

3. Nature of the Product

Several product attributes influence the promotion mix such as:

- unit value,

- degree of customization, and

- presale and post sale service

4. Stage in the Product Life Cycle

According to Stages of PLC promotion plan varies :

1. Introduction – Creating awareness & Creating

demand.

2. Growth - Creating brand preference,

Differentiation from competitors,

Deep penetration in the market

3. Maturity - Retain brand image, To remind

Generally increase in budget

4. Decline - Survival of the brand, General

decrease in budget.

5. Funds Available or Budget

- Regardless of the most desirable promotional mix, the amount of money available for promotion is often the ultimate determinant of the mix

- There are four common promotional budgeting methods (frequently discussed in connection with the advertising budget, but may be applied to any promotional activity):

- Percentage of Sales:

- Promotional budget is related to company income

- But: Following this approach, management is making promotion a result of sales when, in fact, it is a cause of sales

- As a result, using the percentage-of-past-sales method reduces promotional expenditures when sales are declining, just when promotion usually is most needed!

- All Available Funds

- Following Competition:

- A weak method, but one that is used occasionally

- There are at least two problems: A firm’s competitor may be as just in the dark regarding how to set a promotional budget; a company’s promotional goals may be quite different from its competitors’

- Task or Objective:

- Best approach for establishing the promotional budget

- Determine the tasks or objectives the promotional program must accomplish and then decide what they will cost

6. Legal Restrictions

- Promotion Mix should be in accordance of legal restriction

- Restrict the available options

- Like in India no advertising can be done for Liquor and Cigarettes

7. Nature of Competition

- Has profound impact on MCM decisions.

1. Monopolistic Mkts - Freedom & Leeway to design

own mix

2. Growing Mkts - A Unique MCM - offering a

benefit to different customer

3. Perfect Competition – Need to match MCM with

competitors

8. Consumer Buying Behavior

- A target audience can be in any of six stages of buying readiness

- The stages are:

- Awareness

- Knowledge

- Liking

- Preference

- Conviction

- Purchase

- The stages are called the hierarchy of effects because they represent stages a buyer goes through in moving toward a purchase, with each also describing a possible goal or effect of promotion

The Communication Process and PromotionThe Communication Process and Promotion

integrated marketing communication (anamika sharma)

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