A marketing tool for Marcom – PR and Advertising

Integrated Marketing Communication

The IMC tools

Ad

PR

Personal Selling

Dms

Sponsership

Digital Solutions

Sales Promotions

Integrated Marketing Communication (IMC):

A system of managing and integrating marketing communication elements with the result that all elements adhere to the same message

IMC starts with customer understanding

Requires careful study of customers’ communication usage pattern and information needs

Communication media (contact points) is dictated by the customer’s needs and behavior

Involves an outside-in approach to decision making

Thus it is also important to use all the brand contacts with the customer

Use all forms of communication and all sources of contact

Communication media (contact points) is dictated by the customer’s needs and behavior

Involves utilization of communication outlets that are appropriate for reaching the target audience

In IMC all communication elements should convey the same, unified

message, otherwise consumers will be confused

Expected output from the use of IMC

awareness or attitude changesbehavioral changes

move people to action

Marcom Practice &

The IMC Thrust

Increased reliance on highly targetedcommunications methods

Expanded efforts to assess return on investment

Reduced Dependence in Mass-Media Advertising

Brand Knowledge

Brand Awareness

Brand Image

Brand Recognition

Brand Recall

Types of Association

Favorability Strength

Uniqueness Associations

Attributes

Benefits

Attitude

MARCOM – Enhancing

Brand Equity

Brand EquityA brand possesses equity to the extent

that consumers are familiar with the brand and have stored in memory favorable, strong, and unique brand associations

Brand Image

Brand Awareness

Determining the Strategy

Market

Objectives

Nature of product

Life cycle stage

Competative stage of market

Budget

Push vs/ Pull

Market

Who is the intended market?

Business-to-business market or consumer market?

Understanding of the product’s target market

Objectives

What are the objectives?

Creation of product category wants or brand preference?

Nature of Product

What is the nature of the product?

Business-to-business products versus consumer goods

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Life Cycle Stage

What is the product life-cycle stage?

New product versus a mature product

Competative Actions

What are competitors doing?

Does the competition allow trade allowances and, if so, how large?

Budget

What is the available budget for promotion?

Do we emphasize personal selling or mass advertising?

Push vs/ Pull

Push

Utilizes aggressive trade allowances and personal selling to obtain wholesaler and retailer distribution

The product is pushed through the channel

Pull

Encourages consumer demand for the product to obtain distribution

Use of heavy advertising and high value coupons

Selecting Target MarketManaging

the IMC Process in Marcom Selecting a target market

Establising Objectives

Formulating a positioning strategy

Budgeting

Formulation & Implemintation of media strategy

Evaluation of communication effectiveness

Selecting a target market

Allows marketing communicators to more precisely deliver messages to the target group

Attempts to avoid wasting money outside the target market

Identify potential target markets in terms of a combination of characteristics that will cause these consumers to act in a similar fashion (demographics, lifestyles etc.)

Establising Objectives

Objectives must fit within the company’s overall corporate and marketing objectives

Must also be realistic and stated in quantitative terms with the amount of projected change and the time duration specified