Reena Sharma IMC PPT

8/12/2019 Reena Sharma IMC PPT

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Name : Reena Sharma

Roll No. : 37

T.Y.B.B.I.


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Relatively new concept

Major communication development

Upto late 1980s promotion was confined

Incorporates every form of communication to customers

Creates perception of Quality & Exclusiveness

Wide concept

Cumulative effect


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Integrated Marketing Communications IMC) Is a communications process for planning, creation, integration,and implementation of diverse forms of marketingcommunication delivered to a brands targeted customers andprospects

Has as its goal influencing or affecting behavior of targetedaudience

Considers all touch points a customer/ prospect has with thebrand as potential delivery channels for messages

Requires that all of a brands communication media deliver aconsistent message

Has customer/prospect as its starting point fordetermining types of messages and media toinform, persuade, and induce action.


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IMC and Synergy Using multiple communication tools in

conjunction with one another can produce greater

results (synergistic effects) than tools usedindividually and in an uncoordinated fashion.


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Marketing Communications Objective

To enhance brand equity by moving customers tofavorable action toward the brandtrying it, repeatpurchasing it, and becoming loyal toward the

brand.

Brand Equity

The degree to which consumers favorably perceivethe brands features and benefits as compared tocompetitive brands and how strongly these viewsare held in memory


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Product

Price

Place

Promotion


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Advertising

Sales promotion

Public Relation

Personal Selling

Direct Marketing


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Advertising is any paidform of non-personalpresentation and promotion of ideas, goodsand services by an identified sponsor. Kotler

Advertising is a paid, mass mediated attemptto persuade

salesmanship in print

Substitute for a humansalesman


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Draws stronger and quicker buyer response

Used for short run effect

Distinctive benefits Communication

Incentive

Invitation


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Helps improve image

High credibility

Ability to catch buyers off guard

Dramatization


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Interactive paid approach

Relationship with the buyer

Distinctive qualities Personal interaction

Cultivation

Response


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Personalised promotion material delivery

Interactive approach

Target customers - ROI

Can be used to test strategies before

implementing to all Target consumers


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Modes of Integrated Marketing Communications

1. Media Advertising

TV Radio

Magazines

Newspapers

2. Direct Response and

Interactive Advertising

Direct mail

Telephone solicitation

Online advertising

3. Place Advertising

Billboards and bulletins

Posters

Transit ads

Cinema ads

4. Store Signage and Point-of-

Purchase Advertising External store signs

In-store shelf signs

Shopping cart ads

In-store radio and TV

5. Trade- and Consumer-

Oriented Promotions Trade deals and buying

allowances

Display and advertising

allowances

Trade shows

Cooperative advertising

Samples

Coupons Premiums

Refunds/rebates

Contests/sweepstakes

Promotional games

Bonus packs

Price-off deals

6. Event Marketing and

Sponsorships Sponsorship of sporting

events

Sponsorship of arts, fairs,

and festivals

Sponsorship of causes

7. Marketing-Oriented Public

Relations and Publicity

8. Personal Selling


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Target customers information gathering process

Media institutions & people that influence Target customers

Target attitude/behaviour

Communication need

Choosing best programme sequence

Budget allocation

Responsibility deligation

Measuring success


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Baltimore Airlines


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Reena Sharma IMC PPT

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