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ADVERTISING MANAGEMENT & INTEGRATED MARKETING COMMUNICATION

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.

INTEGRATED MARKETING COMMUNICATIONS

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

PROMOTION IN MARKETING STRATEGY

Marketing strategy decisions related to branding include: Managing old and new brands Pricing brands Promoting brands Distributing brands

PROMOTION IN MARKETING STRATEGY

Three decision-making aspects of branding Creating the marketing mix Achieving effective segmentation product differentiation positioning Enhancing revenue and profits

PROMOTION IN THE MARKETING MIX

Conception Pricing Promotion Distribution

THE MARKETING MIX

1.

BRAND Information and persuasion New brand introduction Brand extensions Consumer Loyalty Trade Loyalty

THE MARKETING MIX

2. PRICE Effects in consumer markets Effects in trade markets

THE MARKETING MIX

3. DISTRIBUTION Consumer access Securing trade distribution

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

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