IMC Assignment

5/14/2018 IMC Assignment - slidepdf.com

http://slidepdf.com/reader/full/imc-assignment-55a75835b0bfe 1/14

An Assignment

On

Integrated Marketing Communication

SUBMITEDTO SUBMITEDBY

Prof. Ravi kishor Satis ku. Mahapapatro Reg. no- 6066

PGDM 10-12



Sales promotion:-

Sales promotion is one of the four aspects of promotional mix. (The other three parts

of the promotional mix are advertising, personal selling, and publicity/public

relations.) Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or

improve product availability. Examples include contests, coupons, freebies, loss

leaders, point of purchase displays, premiums, prizes, product samples, and rebates

Sales promotions can be directed at either the customer, sales staff, or distribution

channel members (such as retailers). Sales promotions targeted at the consumer are

called consumer sales promotions. Sales promotions targeted at retailers and

wholesale are called trade sales promotions. Some sale promotions, particularly

ones with unusual methods, are considered gimmicks by many.

Sales promotion includes several communications activities that attempt to provide

added value or incentives to consumers, wholesalers, retailers, or other

organizational customers to stimulate immediate sales. These efforts can attempt to

stimulate product interest, trial, or purchase. Examples of devices used in sales

promotion include coupons, samples, premiums, point-of-purchase (POP) displays,

contests, rebates.

Here are some examples of popular sales promotions activities:

(a) Buy-One-Get-One-Free (BOGOF) - which is an example of a self-liquidatingpromotion. For example if a loaf of bread is priced at $1, and cost 10 cents tomanufacture, if you sell two for $1, you are still in profit - especially if there is acorresponding increase in sales. This is known as a PREMIUM sales promotiontactic.(b) Customer Relationship Management (CRM) incentives such as bonus pointsor money off coupons. There are many examples of CRM, from banks tosupermarkets.(c) New media - Websites and mobile phones that support a sales promotion. Forexample, in the United Kingdom, Nestle printed individual codes on KIT-KATpackaging, whereby a consumer would enter the code into a dynamic website to see

if they had won a prize. Consumers could also text codes via their mobile phones tothe same effect.(d) Merchandising additions such as dump bins, point-of-sale materials and productdemonstrations.

(e) Free gifts e.g. Subway gave away a card with six spaces for stickers with each

sandwich purchase. Once the card was full the consumer was given a free

sandwich.

(f) Discounted prices e.g. Budget airline such as EasyJet and Ryanair, e-mail their

customers with the latest low-price deals once new flights are released, or additional

destinations are announced.

(g) Joint promotions between brands owned by a company, or with another

company's brands. For example fast food restaurants often run sales promotions



where toys, relating to a specific movie release, are given away with promoted

meals.

(h) Free samples (aka. sampling) e.g. tasting of food and drink at sampling points in

supermarkets. For example Red Bull (a caffeinated fizzy drink) was given away to

potential consumers at supermarkets, in high streets and at petrol stations (by apromotions team).

(i) Vouchers and coupons, often seen in newspapers and magazines, on packs.

(j) Competitions and prize draws, in newspapers, magazines, on the TV and radio,

on The Internet, and on packs.

.

2. Public Relations:-

Public relations, abbreviated as PR,is the actions of a corporation, store,

government, individual, etc., in promoting goodwill between itself and the public, the

community, employees, customers, etc.

An earlier definition of public relations, by The first World Assembly of Public

Relations Associations, held in Mexico City, in August 1978, was "the art andsocial

science of analysing trends, predicting their consequences, counseling

organizational leaders, and implementing planned programs of action, which will

serve both the organization and the public interest."

Others define it as the practice of managing communication between an organizationand its publics. Public relations provides an organization or individul exposure to

their audiences using topics of public interest and news items that provide a third-

party endorsement and do not direct payment. Common activities

include speaking at conferences, working with the media, crisis

communications, social media engagement, and employee communication.

The European view of public relations notes that besides a relational form of

interactivity there is also a reflective paradigm that is concerned with publics and

the public sphere; not only with relational, which can in principle be private, but alsowith public consequences of organizational behaviour A much broader view of

interactive communication using the Internet, as outlined by Phillips and Young in

Online Public Relations Second Edition (2009), describes the form and nature of

Internet-mediated public relations. It encompasses social media and other channels

for communication and many platforms for communication such as personal

computers (PCs), mobile phones and video gam consoles with Internet access. The

increasing use of the mentioned technologies give the media a democratisation

power and thus, aid to the demystification of subjects.

http://en.wikipedia.org/wiki/Individual

http://en.wikipedia.org/wiki/Individual



Public relations is the opposite of advertising. In advertising, you pay to have your

message placed in a newspaper, TV or radio spot. In public relations, the article that

features your company is not paid for. The reporter, whether broadcast or print,

writes about or films your company as a result of information he or she received and

researched.

Publicity is more effective than advertising, for several reasons. First, publicity is far

more cost-effective than advertising. Even if it is not free, your only expenses are

generally phone calls and mailings to the media. Second, publicity has greater

longevity than advertising. An article about your business will be remembered far

longer than an ad.

Publicity also reaches a far wider audience than advertising generally does.

Sometimes, your story might even be picked up by the national media, spreading theword about your business all over the country.

Finally, and most important, publicity has greater credibility with the public than does

advertising. Readers feel that if an objective third party-a magazine, newspaper or

radio reporter-is featuring your company, you must be doing something worthwhile.

3. Event Management:-

Event management is the application of project management to the creation anddevelopment of festivals events and conferences.

Event management involves studying the intricacies of the brand, identifying

the target audience, devising the event concept, planning the logistics and

coordinating the technical aspects before actually executing the modalities of the

proposed event. Post-event analysis and ensuring a return on investment have

become significant drivers for the event industry.

The recent growth of festivals and events as an industry around the world means

that the management can no longer be ad hoc . Events and festivals, such as

the Asian Games, have a large impact on their communities and, in some cases, the

whole country.

The industry now includes events of all sizes from the Olympics down to a breakfast

meeting for ten business people. Many industries, charitable organizations, and

interest groups will hold events of some size in order to market themselves, build

business relationships, raise money or celebrate.

Event management is considered one of the strategic marketing and communicationtools by companies of all sizes. From product launches to press conferences,



companies create promotional events to help them communicate with clients and

potential clients. They might target their audience by using the news media, hoping

to generate media coverage which will reach thousands or millions of people. They

can also invite their audience to their events and reach them at the actual event.

The event manager is the person who plans and executes the event. Event

managers and their teams are often behind-the-scenes running the event. Event

managers may also be involved in more than just the planning and execution of the

event, but also brand building, marketing and communication strategy. The event

manager is an expert at the creative, technical and logistical elements that help an

event succeed. This includes event design, audio-visual production, scriptwriting,

logistics, budgeting, negotiation and, of course, client service. It is a multi-

dimensional profession.

Event management companies and organizations service a variety of areas including

corporate events (product launches, press conferences, corporate meetings and

conferences), marketing programs (road shows, grand opening events), and

special corporate hospitality events like concerts, award ceremonies, film premieres,

launch/release parties, fashion shows, commercial events, private (personal) events

such as weddings and bar mitzvahs.

The event manager may become involved at the early initiation stages of the event.

If the event manager has budget responsibilities at this early stage they may betermed an event or production executive.

4. Publicity

Publicity is mention in the media. Organizations usually have little control over the

message in the media, at least, not as they do in advertising. Regarding publicity,

reporters and writers decide what will be said.

Publicity is the deliberate attempt to manage the public's perception of a subject.

The subjects of publicity include people (for example, politicians and performing

artists), goods and services, organizations of all kinds, and works of art or

entertainment.

From a marketing perspective, publicity is one component of promotion which is one

component of marketing. The other elements of the promotional mix are advertising,

sales promotion, and personal selling. Promotion But the publicist cannot wait



around for the news to present opportunities. They must also try to create their own

news. Examples of this include:

Art exhibitions

Event sponsorship

Arrange a speech or talk

Make an analysis or prediction

Conduct a poll or survey

Issue a report

Take a stand on a controversial subject

Arrange for a testimonial

Announce an appointment

Invent then present an award

Stage a debate

Organize a tour of your business or projects

Issue a commendation

The advantages of publicity are low cost, and credibility (particularly if the publicity is

aired in between news stories like on evening TV news casts). New technologies

such as weblogs, web cameras, web affiliates, and convergence (phone-camera

posting of pictures and videos to websites) are changing the cost-structure. Thedisadvantages are lack of control over how your releases will be used, and

frustration over the low percentage of releases that are taken up by the media.

Publicity draws on several key themes including birth, love, and death. These are of

particular interest because they are themes in human lives which feature heavily

throughout life. In television serials several couples have emerged during crucial

ratings and important publicity times, as a way to make constant headlines. Also

known as a publicity stunt, the pairings may or may not be according to the fact.

5. Corporate Advertising

Corporate advertising is a promotional strategy that is designed to not only interestconsumers in products and services offered by the company, but also to cultivate apositive reputation among consumers and others within the business world. Thefocus of corporate advertising is on the company itself, with the attention to theproducts produced by the corporation being a by product of the advertising effort.This type of corporate marketing is often employed along with advertising campaignsthat are directly focused on the goods and services produced by the company.

The main function of corporate advertising is to generate and enhance a sense ofconfidence and appeal among vendors and consumers. Depending on the exact



nature of the corporate marketing approach, the advertising may also be developedwith an eye of enhancing the reputation of the company among its peers in acommunity or within a given sector of the marketplace. In any application, the idea isto build the most agreeable public image for the corporation as possible.

Advertising that is more public relations than sales promotion. Its objective isto build a firm's corporate image,reputation, and name-awareness among

the general public or within an industry.

6.Direct Marketing:-

Direct marketing is a channel-agnostic form of advertising that allows businesses

and non profits to communicate straight to the customer, with advertising techniques

such as mobile messaging, email, interactive consumer websites, online display ads,

fliers, catalog distribution, promotional letters, and outdoor advertising.

Direct marketing messages emphasize a focus on the customer, data, and

accountability. Characteristics that distinguish direct marketing are:

1. Marketing messages are addressed directly to customers. With the evolution

into digital marketing channels, this addressability comes in a variety of forms

including email addresses, mobile phone numbers, and Web browser

cookies.

2. Direct marketing seeks to drive a specific "call to action." For example, anadvertisement may ask the prospect to call a free phone number or click on a

link to a website.

3. Direct marketing emphasizes trackable, measurable responses from

customers — regardless of medium.

Direct marketing is practiced by businesses of all sizes — from the smallest start-up

to the leaders on the Fortune 500. A well-executed direct advertising campaign can

prove a positive return on investment by showing how many potential customers

responded to a clear call-to-action. General advertising eschews calls-for-action infavor of messages that try to build prospects’ emotional awareness or engagement

with a brand. Even well-designed general advertisements rarely can prove their

impact on the organization’s bottom line.

Direct marketing is attractive to many marketers because its positive results can be

measured directly. For example, if a marketer sends out 1,000 solicitations by mail

and 100 respond to the promotion, the marketer can say with confidence that

campaign led directly to 10% direct responses. This metric is known as the 'response



rate,' and it is one of many clearly quantifiable success metrics employed by direct

marketers. In contrast, general advertising uses indirect measurements, such as

awareness or engagement, since there is no direct response from a consumer.

Measurement of results is a fundamental element in successful direct marketing. TheInternet has made it easier for marketing managers to measure the results of a

campaign. This is often achieved by using a specific website landing page directly

relating to the promotional material. A call to action will ask the customer to visit the

landing page, and the effectiveness of the campaign can be measured by taking the

number of promotional messages distributed (e.g., 1,000) and dividing it by the

number of responses (people visiting the unique website page). Another way to

measure the results is to compare the projected sales or generated leads for a given

term with the actual sales or leads after a direct advertising campaign.

Any medium that can be used to deliver a communication to a customer can be

employed in direct marketing, including:

Email Marketing

Sending marketing messages through email is one of the most widely used direct-marketing methods.

According to one study,[12]

email is used by 94% of marketers, while 86% use direct mail. One reason

for email marketing's popularity is that it is relatively inexpensive to design, test, and send an email

message. It also allows marketers to deliver messages around the clock, and to accurately measure

responses.

Online Tools

With the expansion of digital technology and tools, direct marketing is increasingly taking place

through online channels. Most online advertising is delivered to a focused group of customers and

has a trackable response.

Display Ads are interactive ads that appear on the Web next to content on Web pages or Web

services. Formats include static banners, pop ups, videos, and floating units. Customers can click

on the ad to respond directly to the message or to find more detailed information. According to

research by eMarketer, expenditures on online display ads rose 24.5% between 2010 and 2011.[

Search: 49% of US spending on Internet ads goes to search, in which advertisers pay for

prominent placement among listings in search engines whenever a potential customer enters a

relevant search term, allowing ads to be delivered to customers based upon their already-

indicated search criteria. This paid placement industry generates more than $10 billion dollars for

search companies. Marketers also use search engine optimization to drive traffic to their sites.

http://en.wikipedia.org/wiki/Direct_marketing#cite_note-11






Social Media Sites, such as Facebook and Twitter, also provide opportunities for direct

marketers to communicate directly with customers by creating content to which customers can

respond.

Insert Media

Another form of direct marketing, insert media are marketing materials that are inserted into other

communications, such as a catalog, newspaper, magazine, package, or bill. Coop or shared mail,

where marketing offers from several companies are delivered via a single envelope, is also

considered insert media.

Out-of-Home

Out of home direct marketing refers to a wide array of media designed to reach the consumer outside

the home, including transit, bus shelters, bus benches, aerials, airports, in-flight, in-store, movies,

college campus/high schools, hotels, shopping malls, sport facilities, stadiums, taxis — that contain a

call-to-action for the customer to respond.

Direct Response Magazines and Newspapers

Magazine and newspaper ads often include a direct response call-to-action, such as a toll-free

number, a coupon redeemable at a brick-and-mortal store, or a QR code that can be scanned by a

mobile device — these methods are all forms of direct marketing, because they elicit a direct and

measurable action from the customer.Direct Selling

Direct selling is the sale of products by face-to-face contact with the customer, either by having

salespeople approach potential customers in person, or through indirect means such as Tupperware

parties.

7. Personal Selling:-

Delivery of a specially designed message to a prospect by a seller, usually in the

form of face-to-face communication, personal correspondence, or a personaltelephone conversation. Unlike advertising, a personal sales message can be more

specifically targeted to individual prospects and easily altered if the desired behavior

does not occur. Personal selling, however, is far more costly than advertising and is

generally used only when its high expenditure can be justified. For example, the

marketing of a sophisticated computer system may require the use of personal

selling, while the introduction of a new product to millions of consumers would not.

Two other forms of personal selling that are not used with high-end products are

door-to-door selling and home demonstration parties. These two personal selling

methods are primarily used for personal care products, cosmetics, cookware,

encyclopedias, books, toys, food, and other items of special interest to homemakers.

Ideally, personal selling should be supported by advertising to strengthen its impact.



personal selling is oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale"

Personal selling is one of the oldest forms of promotion. It involves the use ofa sales force to support a push strategy (encouraging intermediaries to buy theproduct) or a pull strategy (where the role of the sales force may be limited tosupporting retailers and providing after-sales service).

What are the advantages of using personal selling as a means of promotion?

• Personal selling is a face-to-face activity; customers therefore obtain a relativelyhigh degree of personal attention

• The sales message can be customised to meet the needs of the customer

• The two-way nature of the sales process allows the sales team to respond directlyand promptly to customer questions and concerns

• Personal selling is a good way of getting across large amounts of technical or other complex product information

• The face-to-face sales meeting gives the sales force chance to demonstrate theproduct

• f requent meetings between sales force and customer provide an opportunity tobuild good long-term relationships.

8. Push & Pull Strategies:-

The business terms push and pull originated in logistic and supply chain

management. but are also widely used in marketing.

A push –pull system in business describes the movement of a product or information

between two subjects. On markets the consumers usually "pulls" the goods or

information they demand for their needs, while the offerers or

suppliers "pushes" them toward the consumers. In logistic chains or supply chains

the stages are operating normally both in push- and pull-manner.Push production is

based on forecast demand and pull production is based on actual or consumed

demand. The interface between these stages is called the push –pull

boundary or decoupling point .

Push strategy

Another meaning of the push strategy in marketing can be found in the

communication between seller and buyer. In dependence of the used medium, the



communication can be either interactive or non-interactive. For example, if the seller

makes his promotion by television or radio, it's not possible for the buyer to interact

with. On the other hand, if the communication is made by phone or internet, the buyer

has possibilities to interact with the seller. In the first case information is

just "pushed " toward the buyer, while in the second case it is possible for the buyer

to demand the needed information according to his requirements.

Applied to that portion of the supply chain where demand uncertainty is relatively

small

Production and distribution decisions are based on long term forecasts

Based on past orders received from retailer’s warehouse (may lead to Bullwhip

effect

Inability to meet changing demand patterns

Large and variable production batches

Unacceptable service levels

Excessive inventories due to the need for large safety stocks

less expenditure on advertising than pull strategy

Pull strategy

In a marketing "pull" system the consumer requests the product and "pulls" it throughthe delivery channel. An example of this is the car manufacturing company Ford

Australia. Ford Australia only produces cars when they have been ordered by the

customers.

Applied to that portion of the supply chain where demand uncertainty is high

Production and distribution are demand driven

No inventory, response to specific orders

Point of sale (POS) data comes in handy when shared with supply chain partners Decrease in lead time

Difficult to implement

Push-Strategy:- appeals directly to consumers who demand the product fromretailers. In turn, retailers will demand the product from wholesales.

Pull-Strategy:- A firm markets its product to wholesalers and retailers who then

persuade consumers to buy it.



Many large firms combine pull and push strategies. Companies advertise to create

consumers demand (pull), and at the same time, it pushes wholesalers and retailers

to stock them.

9. Internet Marketing:-

Internet marketing, also known as digital marketing, web marketing, online

marketing, search marketing or e-marketing, is referred to as the marketing

(generally promotion) of products or services over the Internet. iMarketing is used as

an abbreviated form for Internet Marketing

Internet marketing is considered to be broad in scope because it not only refers

to marketing on the Internet, but also includes marketing done via e-mail and

wireless media. Digital customer data and electronic customer relationship

management (ECRM) systems are also often grouped together under internet

marketing.

Internet marketing ties together the creative and technical aspects of the Internet,

including design, development, advertising, and sales.Internet marketing also refers

to the placement of media along many different stages of the customer

engagement cycle through search engine marketing (SEM), search engine

optimization (SEO),banner ads on specific websites, email marketing, mobile

advertising, and Web 2.0 strategies

]

In 2008, The New York Times , working with comScore, published an initial estimate

to quantify the user data collected by large Internet-based companies. Counting four

types of interactions with company websites in addition to the hits from

advertisements served from advertising networks, the authors found that the

potential for collecting data was up to 2,500 times per user per month.

Advantages

Internet marketing is inexpensive when examining the ratio of cost to the reach of the

target audience.Companies can reach a wide audience for a small fraction of

traditional advertising budgets. The nature of the medium allows consumers to

research and to purchase products and services conveniently.Therefore, businesses

have the advantage of appealing to consumers in a medium that can bring results

quickly.[ The strategy and overall effectiveness of marketing campaigns depend on

business goals and cost-volume-profit (CVP) analysis.

Internet marketers also have the advantage of measuring statistics easily and

inexpensively; almost all aspects of an Internet marketing campaign can be traced,

measured, and tested, in many cases through the use of an ad server The



advertisers can use a variety of methods, such as pay per impression, pay per

click, pay per play, and pay per action. Therefore, marketers can determine which

messages or offerings are more appealing to the audience.The results of campaigns

can be measured and tracked immediately because online marketing initiatives

usually require users to click on an advertisement, to visit a website, and to perform

a targeted action.

Limitations

However, from the buyer's perspective, the inability of shoppers to touch, to smell, to

taste, and "to try on" tangible goods before making an online purchase can be

limiting.However, there is an industry standard for e-commerce vendors to reassure

customers by having liberal return policies as well as providing in-store pick-up

services.

10. New Media Marketing:-

New media marketing is a relatively new concept used by businesses in developing

an online community, which allows satisfied customers to congregate and extol the

virtues of a particular brand. In most cases, the online community includes

mechanisms such as blogs, podcasts, message boards, product reviews

and Wikipedia, all of which contribute to a transparent forum to post praises,

criticisms, questions, and suggestions.

One of the primary arguments to promote new media marketing is the premise that

traditional advertising is losing its influence on consumers. Backed by statistical

evidence demonstrating a growing trend of consumers making purchasing decisions

off Internet research and referrals. These advocates strongly adhere to the notion

that consumers are more inclined to believe feedback from like-minded peers than

corporate marketing verbiage dispersed through traditional television, radio, direct

mail, or newspaper advertising.

Although businesses would be exposing certain weaknesses to the marketplace byallowing individuals, or even competitors, to post critical comments, responding with

an honest and transparent answer designed around solving the issue at hand may

mitigate potential risks.

New media marketing is most effectively marketed by internet-driven technology

such as blogs, RSS, web video productions, podcasts and social networking

platforms.



.

Documents

IMC Assignment