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oriented
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oriented
• [For resellers]
Sales Promotion Tools
Events
Events
Loyalty Programs
Loyalty Programs
Bonus Packs
Bonus Packs
Refunds/Rebates
Refunds/Rebates
Contests/Sweepstakes
Contests/Sweepstakes
Premiums
Premiums
Samples
Samples
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Coupons
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Advertising
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Shows
Trade
Shows
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Chapter One.pptx
This document discusses integrated marketing communication (IMC). IMC refers to integrating all aspects of marketing communication, including advertising, sales promotion, publicity, personal selling, direct marketing, public relations, and web marketing. The goal of IMC is to work together these different communication methods for increased sales and maximum cost-effectiveness. The document provides examples and definitions of these various marketing communication methods that are part of an IMC approach.
Chapter One.pptx
- 1. Integrated Marketing Communication Chapter 01 Dr.Sarfaraz Karim
- 2. Integrated Marketing Communication IntegratedMarketing Communications (IMC) is the term used to describe the entire program by which you communicate with your customers. Integrated marketing communication refers to integrating all the methods of brand promotion to promote a particular product or service among target customers. In integrated marketing communication, all aspects of marketing communication work together for increased sales and maximum cost-effectiveness.
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- 4. Point of purchase Publicity Public relations Direct marketing Interactive marketing Special events Packaging Sales promotion Direct response Traditional Approachto Marketing Communications Media Adver- tising © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 5. Contemporary IMC Approach Pointof purchase Publicity Interactive marketing Public relations Direct marketing Special events Packaging Sales promotion Direct response Media Adver- tising © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 6. 1. Advertisement American MarketingAssociation has defined advertising as “any paid form of non-personal presentation and promotion of ideas goods and services of an identified sponsor”. It is a paid form of communication It is the non-personal presentation of the message. There is no face-to- face direct contact with the customers Advertisement issued by an identified sponsor
- 7. Objectives of Advertising To introduce a new product by creating interest for it among the prospective customers. To support personal selling programme. Advertising maybe used to open customers’ doors for salesman. To reach people inaccessible to salesman. To enter a new market or attract a new group of customers. To light competition in the market and to increase the sales as seen in the fierce competition between Coke and Pepsi. To enhance the goodwill of the enterprise by promising better quality products and services. To improve dealer relations. Advertising supports the dealers in selling he product. Dealers are attracted towards a product which is advertised effectively. To warn the public against imitation of an enterprise’s products.
- 8. 2. Sales promotion Asales promotion, or promo, is a set of marketing strategies used to boost the demand for a product or service, raise brand awareness, and increase revenue. As a rule, companies use sales promotions within a limited period via various channels – social media, email campaigns, websites, etc. They are accompanied by quality visuals, influential text, and a reasonable objective to reach out to the target audience.
- 9. Advantages of salespromotion There are numerous benefits of implementing sales promotion in your business. Here are the basic ones: It generates more customers. It retains current customers. It raises awareness. It gives a quick increase in sales.
- 10. • Consumer- oriented • [Forend-users] • Trade- oriented • [For resellers] Sales Promotion Tools Events Events Loyalty Programs Loyalty Programs Bonus Packs Bonus Packs Refunds/Rebates Refunds/Rebates Contests/Sweepstakes Contests/Sweepstakes Premiums Premiums Samples Samples Coupons Coupons Coop Advertising Coop Advertising Trade Shows Trade Shows Training Programs Training Programs POP Displays POP Displays Trade Allowances © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 11. Advertising Vs SalesPromotion
- 12. 3. Publicity William J.Stanton: “Publicity is any promotional communication regarding an organisation and/or its products where the message is not paid for by the organisation benefiting from it.”
- 13. Publicity Philip Kotler: “Non-personal stimulationof demand for the product or service, or business unit by placing commercially significant news about it in public medium or obtaining favourable presentation of it upon radio, television, or stage that is not paid for by the sponsor.”
- 14. Publicity Publicity is infotainment,i.e. which tends to inform and entertain the general public at the same time. It provides some interesting, juicy, controversial news to the general public, that has the capability of changing their opinion or outlook, about the product or company.
- 15. Publicity While the mainaim of publicity is to gain the maximum possible media coverage, public relations is about getting the attention of the target audience. Publicity is not under the control of the company and public relation is controlled by the company
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- 17. 4. Personal Selling Personalselling is a personalized sales method that employs person-to- person interaction between a sales representative and prospective customers to influence the customer’s purchase decision. Precisely, it’s a promotional technique where a salesperson: • Uses person-to-person communication: • To sell an offering • Using a personalized sales strategy
- 18. Objective Of PersonalSelling Build brand and product awareness by educating customers on the company’s offerings and their benefits. Increase sales by identifying and persuading the prospects to buy a business’s offering. Building close long-term relationships with the customers by enforcing person-to-person two-way communication. Supporting the customers of complex, technical, or high-priced items by providing detailed technical information. Stimulating the offering’s demand by helping the customers throughout their decision-making process and guiding them towards the business’s offering. Reinforcing the brand by building long-term relationships with the customers over time by meeting them and helping them in their decision-making process.
- 19. 5. Direct Marketing Directmarketing is a marketing strategy where target customers are contacted directly by the brand instead of having an indirect medium between them. Direct marketing largely relies on the individual distribution of a sales pitch to their consumers and potential customers, personally. Door-to- door salesmen, promotional telephone calls, SMS, emails, kiosks, hand- out brochures and coupons are among the more popular methods used in direct marketing.
- 20. Direct Response Advertising Direct Response Advertising Direct Mail Catalogs Telemarketing Internet Sales Shopping Channels Direct Mail Telemarketing Catalogs Shopping Channels Direct Marketing isPart of IMC Direct Marketing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 21. 6. Public Relation Definition Buildinggood relations with the company’s various publics by obtaining favourable publicity, building up a good corporate image, and handling or heading off unfavourable rumours, stories, and events.
- 22. Public Relation Public RelationsFunctions • Press Relations • Product Publicity • Public Affairs • Lobbying • Investor Relations • Development
- 23. Public Relations Role andImpact of Public Relations • Advantages: Strong impact on public awareness at lower cost than advertising Greater credibility than advertising • Publicity is often underused • Good public relations can be a powerful brand-building tool
- 24. Corporate Advertising Corporate Advertising Cause-related Marketing Cause-related Marketing Publicity Vehicles Community Activities Public Affairs Activities Special Publications Special Event Sponsorship Publicity Vehicles Community Activities PublicAffairs Activities Special Publications Public Relations Tools © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 25. 7. Web Marketing Marketingthat is done via the internet (online), is often called web marketing or online marketing. More people prefer to do web marketing now because it’s less expensive.
- 26. Builds and maintains customer relationships Obtains customer database information Communicates and interactswith buyers Provides customer service and support Educates or informs customers A persuasive advertising medium A sales tool or an actual sales vehicle Obtains customer database information Communicates and interacts with buyers Provides customer service and support Educates or informs customers A persuasive advertising medium A sales tool or an actual sales vehicle Using the Internet as an IMC Tool The Internet © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 27. Integrated Marketing CommunicationPlan A detailed summary of your marketing plan as to how it intends to promote products and services among target customers. Background, history and vision of your organization. Know your products well. Include features and essential components of your brand. Target market needs to be described well. Plan out how your brand can meet and exceed customer expectations. Have clarity as to how your brand is better than your competitors and why should consumers only buy your product and not go anywhere else. It is essential to read customers’ minds and know their perceptions. Compare your brand with the competitors. Write down how your brand is better than competitors. You need to keep a close watch on competitors’ activities. Do a SWOT analysis which highlights the strengths, weaknesses, threats and opportunities of the marketing plan. Specify the tools and methods which would help you create awareness of your brand.