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 I M C

MANAGEMENTTOOLSPROCESS

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 firm’s brand to a specific target audience

POINT – OF – PURCHASE

Materials used in the retail setting to attract shopper’s attention to a company’s 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 segmentationproduct differentiationpositioning• 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

THE PARTICIPANTS

IMC MANAGEMENT

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