Post on 06-May-2015
description
The next few weeks…
Today – IMC
Next week – Marketing Planning &
test revision
May 31 – Final exam & last class!
And how you’ll be graded….
Class Attendance: 5%
Class Participation: 10%
Worksheet #1 (brand): 25%
Worksheet #2 (in-store): 25%
Final exam: 35%
I need BOTH worksheets from everyone next week to count towards your mark!
Introduction to IMC
Integrated MarketingCommunications
What is IMC?
Integrated Marketing Communicationsmeans integrating and coordinating
all communications to deliver aclear, consistent message about
a company and its products
Why IMC?
Modern marketing needs more thana good product, a good price andmaking it available to your market.
To communicate with your markettoday, you need to deal with
the information age, and can’t justrely on mass marketing.
Steps in developing IMC
Identify your target market - What do you say?- How do you say it?
- When do you say it?- Where do you say it?
- Who says it?
What’s the point?
A company’s IMC programme should effectively achieve major
objectives such as:
Inform consumers
Persuade consumers
Remind consumers
Reinforce consumer attitudes & perceptions
IMC means using all the elementsof the promotional mix in a
coordinated way to create synergiesand maximise communication
opportunities.
Advertising
Sales promotion
Public relations
Direct marketing
Online marketing
Personal selling
Often the question is NOT
“should we spend on marketing communications?”
but instead IS
“How much should we spend on each promotional element?”
Advertising
Advertising is any paid form of non-personal presentation and
promotion of ideas, goodsor services by an identified sponsor.
Advertising is notoriously expensiveand is one way communication.
Public Relations
PR gets to the buyer as ‘news’ rather than as a sales-directed
communication.
For this reason, PR tends to be morebelievable and can reach those who
avoid advertising.
Examples?
Direct marketing
Direct marketing is an interactive system of marketing.
Usually DM refers to activities that use targeted media to facilitate interaction.
The key point is that there is continuous interaction, and not just one way
communication.
Eg – catalogue mail out, direct marketing, targeted online, home shoppingnetwork
In the instances of direct marketing and online marketing, there is
increased need for adherence to privacy legislation
Why?
Online marketingClosely aligned to direct marketing as it
entails interaction with customers on a one to one basis, often in real time
Sales Promotion
Tools such as coupons, specials, contests etc.
Sales promotions attract consumer attentionand offer strong incentives.
Companies use sales promotions to create astronger, quicker response. “Buy NOW”
Often short lived and usually not effective inbuilding long run brand preferences
Do you think sales promotions can diminish a fashion brand?
Personal selling
Personal selling is a face to face interactionwith a prospective customer for the purpose
of making sales.
For certain products this can be the most effective form marketing tool
For what products? When?
After the SS07 show in Milan, Gucci launched in-store touch screens.
The screens are coming to all Gucci stores and will be expanded to include a
full product offering.
At a similar time, Gucci developed a highly successful eCard campaign.
These targeted emails result in industry high click-through rates which, in turn,
lead to sales.
Which elements of the promotionalmix are these an example of?
If most couture shows are not produced with the
intention to drive sales, but are to act as publicity
generators, which element of the promotional mix would this represent?
Which promotional element is the above using?
What else do you think you need to consider when advertising?
Which sales promotion tools do you think would be most effective for fashion?