gova seminar

8/7/2019 gova seminar

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Integrated Marketing Communications


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IMC

Customer

Heart of IMC

IMC strategy Customer wants

Receiver focused messages


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Integrated Marketing Communication

Promotion

Marketing Communications

intendedunintended

Coordination

Teamwork


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Integrated Marketing Communication

Role of Database internet

Steps information collection

dissemination

shared interpretation


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The Communication Process

Sender Encoding Channel

Receiver

DecodingResponseFeedback

Noise


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3 tasks of messages

AIDA concept

Gains receivers attention Both receiver & senderunderstand

Stimulates receivers needs by

Suggesting method to satisfy them


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Promotional Objectives

Provide information introduction

availability

usefulness/uses

Increase demandprimary

selective


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Promotional Objectives

Differentiation growth/maturity product value

Stabilize sales cyclical seasonal

irregular demand


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Promotional Mix

selling

personal

Non-personal

promotion tools

advertising

paid, nonpersonal,

identified product

placement

paid, nonpersonal

controversial


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Promotional Elements: tools

direct marketing use many media

public relations positive press unpaid

publicity

free advertising


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Promotional Elements: more tools

guerillamarketing

unconventional buzz marketing

sponsorships

sporting or culturalevents, teams, etc.

spending now $11Bper year

growth

differs from advertising assessing results


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Direct Marketing

Businesses communicate straight to theconsumer with advertising techniques suchas fliers, catalogue distribution, promotional

letters, and street advertising.

Direct marketing is a formofadvertising that reaches its audience

without using traditional formal channels ofadvertising, such as TV, newspapers or radio


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Direct Marketing

Direct Mail

internal/external sources

Catalogs Began late 1800s

over 10,000

Telemarketing outbound

inbound


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Direct Marketing

Broadcast channels direct response ads

home shopping

QVC HSN

Infomercial

Electronic

web

email

Others


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Developing the Mix:Influence Factors

nature of the market limited number of

buyers

large, dispersedmarket

intermediaries

nature of the product

standardized

consumer vs.business

stage in PLC introduction

growth maturity

decline

product price low

high


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Push versus Pull Strategies

Manufacturer

Wholesaler

Retailer

Consumer

Push

Manufacturer

Wholesaler

Retailer

Consumer

Pull


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Promotion Budgeting

Percentage ofsales method a fixed $ of current

or projected Sum per unit

fixed amount basedon sales

Competitive parity

spending what othersdo

Task & Objective set objectives

select tasks

cost out

sum up


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Promotion Budgeting


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Measuring Effectiveness

PromotionalObjectives

to inform

to persuade

to remind

Direct Sales

sales per $

Indirect

meeting

objectiverecall

readership


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Measuring Effectiveness

Online measurementhits/visits

ability to measure actiontwo techniques for setting price

CPM

click-throughs


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Social Issues Promotion Value

Criticism

taste

lack ofcontribution

cost

persuasive intent

Response

freedom of

choice information

used for socially

valued causes


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gova seminar

Documents