integrated marketing & marketing communicatio
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Integrated Marketing
Communication and Promotion
Roshan Paudel
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Integrated Marketing Communication
• 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.
• Integrated Marketing Communications (IMC) is an expansion of utilising both modern and traditional marketing strategies, to optimise the communication of a consistent message conveying the companies brand to stakeholders (Kitchen & Burgmann, 2015)
• IMC is an approach to brand communications where the different modes work together to create aseamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message.
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Communication Mix
The Marketing Communications Mix is the specific mix of advertising, personal selling, sales promotion, public relations, Event and experience, publicity and direct marketing a company uses to pursue its advertising and marketing objectives.
It is also called promotion mix.
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Communication objective Sales Education Retention Referral Bran Awareness
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Factors influencing Communication mix
• Types of product• Use of product• Complexity of product• Purchase frequency and quantity• Fund available• Type of market• Size of market• Geographical area• Stage of product life cycle• Level of competition• Promotional objective • Price of product• Desire of market Penetration• Degree of product differentiation
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Product life cycle and Communication Mix.
Pre-Introduction: Light advertising, pre-introduction publicity
Introduction: Heavy use of advertising, public relations for awareness, sales promotion for trial
Growth: Advertising, public relations, branding and brand marketing, personal selling for distribution
Maturity: Advertising decreases, sales promotion, personal selling, reminder & persuasion
Decline: Advertising and public relations decrease, limited sales promotion, personal selling for distribution
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Advertising
Any paid form of nonperson presentation and promotion of ideas, goods, or services by an identified sponsor.
Cost effective way to disseminate message to built brand preference and/or educate people.
Identifying target market and buyer motive play vital role in advertising.
Decision of 5M? Mission Message Media Money Measurement
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Types of advertising
Informative Advertising Brand Awareness Knowledge of product
Persuasive Advertising Reminder Advertising Reinforcement advertising
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Deciding on Advertising Budget
Factors Affecting Budget decision. Stage in PLC Marketing Share and consumer base Competition Advertising frequency Product substitutability
Advertising elasticity?
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Advertising medium
Television Ads Print Ads Radio Ads Film Ads
Choosing Among major Media Type1. Target audience media habit2. Product and message characteristics3. cost
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Alternative advertising options
Place(out-of-home) Advertising Billboard Public Space Product placement Point of Purchase
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Evaluation of Advertising Effectiveness
Communication effect research Consumer feedback method. Portfolio test. Laboratory test.
Sales effect Research
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Sales Promotion13
Short-term incentives to encourage the purchase or sale of a product or a service.
Sales promotion includes a wide variety of promotion tools designed to stimulate earlier or stronger market response
Advertising offer reason to buy where it offer incentive to buy
SP is an action-focused marketing event whose purpose is to have impact on the behavior of the firm’s customers
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Types of sales promotion14
Consumer promotion Sample, coupon, cash refund, price off,
premium, free trial, prizes, warranty Trade promotion
Price off, advertising and display allowance, free goods, stock return
sales force promotion Trade shows and conventions, specialty
advertising
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CONSUMERS PROMOTION TOOLS
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SAMPLES Offer a trail amount of a product EXAMPLE
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COUPONS COUPONS are certificates that gives
buyers a saving when they purchase specified products
EXAMPLE
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CASH REFUND Similar to coupons except that the price
reduction occurs after the purchase EXAMPLE
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PRICE PACKS Offer consumer saving off the regular
price of a product EXAMPLE
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PREMIUMS Are good offered either for free or at low
price EXAMPLE
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ADVERTISING SPECIALIES Are useful articles imprinted with the
advertisers names ,logo or message that are given as a gift to consumer
EXAMPLE
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POINT OF PURCHASE PROMOTION
Includes displays and demonstrations that take place at the point of sales
EXAMPLE
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CONTEST,SWEEPSTAKES & GAMES
CONTEST
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SWEEPSTAKES To submit their names
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GAMES TO PRESENT
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TRADES PROMOTION TOOLS
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DISCOUNT• It is also known as price-off.• Discounts price cut off the list price on
a particular quantity purchased a stated time
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ALLOWANCE They are the amount offered in return for
an agreement by the retailer to feature the manufacturer’s products in some way; displays, advertising or otherwise.
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FREE GOODS Free goods are the extra merchandise
offered to middlemen who buy a specific amount of a product
.Companies also offer push money and specialty advertising items to the middlemen.
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SALES FORCE PROMOTION
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SALES FORCE PROMOTION Companies spend huge amount on
promotion focused on industrial consumers.
Trade shows and conventions. Sales contests.
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TRADE SHOWS AND CONVENTIONS
TRADE SHOWS AND CONVENTIONS are effective to reach many customer not reached with the regular sales force.
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SALES CONTEST Sales contest are effective in motivating
sales people or dealer to increase performance over a given period.
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Objective of Consumer Promotion
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Building product awareness Creating Interest Increase the sale volume in short term Attract more customer Encourage customer for buying Retain customer and maintain relationship Increase repurchase Brand and store switching Increase footfall Getting the market information Encourage the selling of new product
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FACTORS IN GROWTH OF SALES PROMOTIONS
Product managers are under pressure to increase current sales
Companies face more competition Competing brands offer less
differentiation to rising cost, clutter and legal constraints
Consumers have become more deal-oriented
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THANK U