imc revised 1

8/3/2019 IMC Revised 1

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Integrated Marketing Communications


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Marketing communications are the

means by which firms attempt to inform,

persuade, and remind consumers, directlyor indirectly, about the products and

brands they sell.

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.17-2


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Marketing communications are the

means by which firms attempt to inform,

persuade, and remind consumers,directly or indirectly, about the products

and brands they sell.



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Advertising Sales promotion

Events andexperiences Public relations and

publicity

Direct marketing Interactive marketing

Word-of-mouthmarketing Personal selling



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Receivers

field

Senders

field


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Selective attention

Selective distortion

Selective retention


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Social learning theory outlines three

requirements for people to learn and model

behaviour include attention: retention (remembering what one

observed),

reproduction (ability to reproduce the

behaviour), and

motivation (good reason) to want to adopt

the behaviour.


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1. Market

2. Mission

3. Message

4. Media

5. Money

6. Measurement


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Consumer Segments

Buyer Readiness Stage

Consumer Needs Target Market

TargetAudience


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Marketing Objectives

Share, Usage, Penetration

Communication Objectives

Buyer Readiness Stage

A B Quantify


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Category Need BrandAwareness

BrandAttitude Purchase Intention


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Message strategy

Creative strategy

Message source Global adaptation

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 17-19


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Informational and transformational appeals Positive and negative appeals

Fear

Guilt Shame

Humor

Love

Pride

Joy



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CelebrityCharacteristics

Expertise

Trustworthiness

Likeability



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Is the product restricted in some countries?

Are there restrictions on advertising the

product to a specific target market? Can comparative ads be used?

Can the same advertising be used in allcountry markets?



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Advertising

Print and broadcast ads Packaging inserts

Motion pictures Brochures and booklets

Posters

Billboards POP displays

Logos

Videotapes

Sales Promotion

Contests, games,sweepstakes

Premiums Sampling

Trade shows, exhibits

Coupons Rebates

Entertainment

Continuity programs



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Events/ Experiences Sports Entertainment Festivals Arts Causes Factory tours Company museums Street activities

Public Relations Press kits Speeches Seminars Annual reports Charitable donations Publications Community relations Lobbying Identity media Company magazine



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Personal Selling Sales presentations Sales meetings

Incentive programs Samples

Fairs and trade shows

Direct Marketing Catalogs Mailings Telemarketing Electronic shopping TV shopping Fax mail E-mail Voice mail Blogs Websites



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Person-to-person Chat rooms Blogs



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Personal channels

Nonpersonal channels

Integration of channels



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Advocate channels

Expert channels

Social channels


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Identify influential individuals and devote extraattention to them

Create opinion leaders Use community influentials in testimonial

advertising Develop advertising with high conversation value Develop WOM referral channels

Establish an electronic forum Use viral marketing



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Media

Sales Promotion

Events and Experiences

Public Relations


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Advertising Pervasiveness Amplified

expressiveness Impersonality

Sales Promotion Incentive Invitation



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Public Relationsand Publicity

High credibility Ability to catch

buyers off guard Dramatization

Events andExperiences

Relevant Involving Implicit



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Direct Marketing Customized Up-to-date Interactive

PersonalSelling Personal interaction Cultivation Response


Word-of-MouthMarketing

Credible Personal

Timely


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Type of product market Buyer readiness stage Product life cycle stage



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Reach

unduplicated portion of audience exposed to an

ad at least once Frequency

average number of times the audience reached bythe campaign is exposed to the ad


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Affordable

Percentage-of-Sales

Competitive Parity

Objective-and-Task


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Establish the market share goal Determine the percentage that should be reached Determine the percentage of aware prospects that

should be persuaded to try the brand Determine the number of advertising impressions per

1% trial rate Determine the number of gross rating points that

would have to be purchased Determine the necessary advertising budget on the

basis of the average cost of buying a GRP



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Against Quantified Mission


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The right consumer is exposed to the message at theright time and place

The campaign causes consumer to pay attention

The campaign reflects consumers level ofunderstanding and behaviors with product The campaign correctly positions brand in terms of

points-of-difference and points-of-parity The campaign motivates consumers to consider

purchase of the brand The campaign creates strong brand associations


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imc revised 1

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