Introductory Perspective
PROMOTION
The communications process in marketing that is used to create a favorable predisposition toward a brand
PROMOTIONAL MIX
A blend of communication tools used by a firm to carry out the promotion process and to communicate directly with target markets.
The process of using promotional tools in a unified way so that a synergistic communications effect is created
PROMOTION
PROMOTIONAL MIX
IMC
PROCESS
TOOLS
MANAGEMENT
ADVERTISING
Paid, mass-mediated attempt to persuade. It is a complex system of strategic planning, creative genius and precision execution
SALES PROMOTION
The use of incentives to generate specific and short-term response from the buyer in the target market and simultaneously enhance dealer effectiveness
DIRECT MARKETING
An interactive system of marketing that uses one or more advertising media to effect a measurable response and/or transaction at any location
E - commerce
Business conducted between buyers and sellers using electronic exchange media
SPONSORSHIP
Funding an event, a charitable cause, or creating an event to highlight a firms brand to a specific target audience
POINT OF PURCHASE
Materials used in the retail setting to attract shoppers attention to a companys brand
SUPPORTIVE COMMUNICATIONS
The variety of ways a marketer communicates to a target audience, outside of mainstream media or electronic communications
Directories Brochures Specialty items
PUBLIC RELATIONS
The company focus on communication that can foster goodwill between a firm and its many constituent groups, through effective use of the media
Marketing strategy decisions related to branding include: Managing old and new brands Pricing brands Promoting brands Distributing brands
Three decision-making aspects of branding Creating the marketing mix Achieving effective segmentation product differentiation positioning Enhancing revenue and profits
1.
BRAND Information and persuasion New brand introduction Brand extensions Consumer Loyalty Trade Loyalty
WHY IS I M C IMPORTANT?
1. MEDIA FRAGMENTATION Proliferation of options Airports Supermarkets Print media Event sponsorship Direct marketing Etc
WHY IS I M C IMPORTANT?
2. SOPHISTICATED DATABASE TECHNOLOGY Generate, Collate and Manage the database Mass media loses importance Accurately identify and target specific segments like DINKS Self Employed Professionals
WHY IS I M C IMPORTANT?
3. CONSUMER EMPOWERMENT Single person household Smaller family Higher education level Skeptical of commercial messages Tailored information demand
WHY IS I M C IMPORTANT?
4. INCREASED CLUTTER TV commercial breaks sometimes have more than 15 messages Effectiveness diluted Consumers getting jaded
WHY IS I M C IMPORTANT?
5. SHIFTING CHANNEL POWER Power of retailer is now undisputed Advertising funds diverted to in-store displays, special events etc
WHY IS I M C IMPORTANT?
6. GREATER ACCOUNTABILITY Direct marketing and sales promotion are easier to measure
IMC is the magic bullet to gain
competitive advantage
ADVERTISING
SALES PROMOTION
PERSONAL SELLING
PUBLIC RELATIONS
THE PARTICIPANTS
IMC MANAGEMENT
SPONSORSHIP
INTERNET USAGE
DIRECT MARKETING