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INTEGRATED MARKETINGCOMMUNICATIONS (IMC) STRATE
The Marketing Communication Mix
Integrated Marketing Communications
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THE MARKETING COMMUNICAMIX / PROMOTIO
A specifc blen !" #i$ !%&
Advertising
Sales Promotion
Public Relations
Personal Selling and
Direct Marketing
Interactive/Internet marketing
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AD'ERT
Ae"isin* is +e ,cii- !% attractingpublic attention ! , p"!.c !"b.siness ,s b paid announcementsin the print! broadcast! orelectronic media
AMA " 0An- paid #orm o# non"personal presentation !% ie,s*!!s ,n se"ices b- ,n ienifesp!ns!"12
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SA3ES PROMO
A short"term incentives(!4e"s) !enc!.",*e +e p."c+,se !" s,le !% ,p"!.c !" se"ice
A direct inducement
$encouragement% +, o&ers anextra valueor incentive %!" +ep"!.c ! +e s,les %!"ceis"ib.!"s !" +e .li#,e c!ns.#e"5i+ +e p"i#,"- !b6ecie !% c"e,in*,n i##ei,e s,le1
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PU73IC RE3A 'uilding good relations 5i+ +ec!#p,n-8s various publics bobtaining #avorable publicitb.ilin* .p , *!! c!"p!",e i#,*e ,nhandling an un#avorable ne(s
P.blic Rel,i!ns evaluates public
attitudes ienifes +e p!licies ,np"!ce."es !% ,n !"*,ni9,i!n 5i+ +ep.blic ine"es ,n executes aprogram o# action (,nc!##.nic,i!n) to earn publicunderstanding and acceptance)
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PERSONA3 SE
Personal presentation b+e compan*s sales #orce$salesman%%!" +e purposeo# making sales! in#ormingand building customer
relationships
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DIRECT MARK
Direct approach orcommunications (ith,"*ee consumers 5i++e +elp o# internet!mails! #ax ,n !+e" !!ls
%!" p!ssible s,le
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INTERACTI'E/INTMARK
Usin* +e ine"ne ,s, ,"*ee #e,ns !%c!##.nic,in*!5,"s , specifcse*#en !" #,":e1
Ine"ne +,s +e,bili- ! ,ll!5 +ep,"icip,i!n !%c!ns.#e"s
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THE INTEGRATED MARKCOMMUNICATIONS
Integrated marketing communicationprocess, which involves coordinating
the variouspromotional elementsand other marketing activities that
communicate with a frmscustomers.
A centrali+ed messaging %.nci!n s!+, everthing a compan sas
and does communicated a commontheme and position
,A 'ig picture- approach , -
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0h IMC1
P"!#!i!n,l %.nci!n !% c!#p,nies 5,s!#in,e b- mass"media advertising)
Sales promotion! direct"marketing!package design 5e"e vie(ed asauxiliar $supportive% services1
Public relation (ere not ie5e ,sintegral partin +e #,":ein*communication process)
2o co"ordination ,#!n* p"!#!i!n,l!!ls1
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Proper blend o# promotional tools3
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THE IMC ; COMMUNICPR
IMC in!lesieni%-in* +e ,"*e,.ience ,n s+,pin*, 5ell c!!"in,ep"!#!i!n,l p"!*",#
! !b,in +e esi"e,.ience "esp!nse1
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THE 7ASIC COMMUNICPRO
2oise
Distortions
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THE 7ASIC COMMUNICPR
C!#plee c!##.nic,i!n +,ppens 5+en11
I *",bs +e attention o# the receiver1
I #.s be properl decoded (.ne"s!!) b- +"eceie"1
I #.s stimulate $motivate% the needs o# thereceiver < s.**es ,pp"!p"i,e #e+! ! s,isnees1
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MARKETING COMMUNP
=eeb,c:(M:* Rese,"c+S,les Rep!"s)
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MARKETING COMMUNICPR
M,":ein* M,n,*e" 4 Sender o# the message1
A c!p- P.blici- #,e"i,l S,le p"!#! ispl,-s 45ncoding
P"in Mei, p"ess < M,*,9ines elec"!nic #ei, 4
Channel Media C!ns.#e" Ine"p"e,i!n 4 Decoding o# messa
Resp!nse 4 6eedback
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STEPS IN DE'E3
E==ECTI'E COMMUNIC Ieni%- +e Target Audience1
Dee"#ine +e Communication .b7ectives)
Desi*n , Message
C+!!se , Media
Selec Message Source
C!llec 6eedback
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STEPS IN DE'E3OPING E==ECTI'
COMMUNICATION >TAR85T A9DI5 ?+! ,"e +e ,"*e,.ience@
P!eni,l 7.-e"s
C.""en .se"s
Inii.,l
G"!.ps
P.blics
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STEPS IN DE'E3OPING E==ECTI'E COMMUN>C.MM92ICATI.2 .';5CTI5S :
?+, is/,"e c!##.nic,i!n!b6ecies@
Once +e ,"*e ,.ience +,s beenienife +e ne$ sep is ! ecie+e response sought ("- ! fn)#rom the audience
=in !. 5+e"e +e target audienceno( stands ,n ! (hat stage itneeds to be moved
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STEPS IN DE'E3OPING E==ECTI'E COMMUNI
>C.MM92ICATI.2 .';5CTI5S :
+e b.-e" "e,iness s,*es&
the stages consumers normally pass throutheir way to purchase, including awareness
knowledge, liking, preerence, conviction (oand purchase.
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STEPS IN DE'E3OPING E==ECTI'COMMUNICATION >D5SI82I28 M5SS
Deel!pin* ,n e4ecie #ess,*e ! c!##.nic,e4eciel- ! +e ,.ience1
=!ll!5 +e AIDA structure
Attention Interest
Desire
Action
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STEPS IN DE'E3OPING E==ECTI'ECOMMUNICATION >D5SI82I28 M5SS
=!c.s !n Message Content! Message StructuMessage 6ormat
Message Content3 =i*."e !. ,n Appeal or Th$Rational! 5motional and Moral%
Message Structure3 D",5 , conclusion!" le
ecie c!ne- s"!n*es arguments points
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STEPS IN DE'E3OPING E==ECTI'COMMUNICATION >C=..SI28 M5
T(o (as o# selecting a Media
Personal Communication Channels C+,nne+"!.*+ 5+ic+ 5! !" #!"e pe!ple c!##.nic,e 5i+ e,c+ !+e"
2on"Personal Communication Channels C++, c,""- #ess,*e 5i+!. pe"s!n,l c!n,c !" %incl.in* #,6!" #ei, ,#!sp+e"e eens1
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STEPS IN DE'E3OPING E==ECTI'E COMMUN>M5SSA85 S.9RC5 > 655D'AC?
Ei+e" pe"s!n,l !" n!n;pe"s!n,l c!##.nic,i!n ,b!. i#p,c !% +e #ess,*e
More Credible! More Persuasive
Collecting 6eedback =inin* !. 5+e+e" +e,.ience +,s remembered the message +!5 i#es +e- +,e been exposed to the message#,n- pe!ple bought the product or service
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SETTING THE TOTA3 PROMOTION7UDGET AND MIX
A%e" eciin* +e c!##.nic,i!n s".c."e+e ne$ sep is ! ecie !n =o( muchshould be spent1
T+e ,#!.n !" b.*e epens .p!n +en,."e !% p"!.c ,n sec!"
=!." c!##!n #e+!s ,"e %!ll!5e ! se +e!,l b.*e %!" ,e"isin*
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SETTING THE TOTA3 PROM7UDGET AN
A4!",ble Me+!
Pe"cen,*e !% S,les Me+!
C!#peiie;p,"i- Me+!
Ob6ecie ,n ,s: Me+!
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A==ORDA73E ME
Setting the promotion udget atthe level management thinks thecompany can a!ord.
S#,ll b.siness +!.ses en ! .se +is#e+!1
P"!#!i!n b.*e is "e,e +e l,s"e#,inin* e$pense1
I*n!"es +e i#p!",nce !% ,e"isin*1
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PERCENTAGE O= SA3ES ME
Setting a promotion udget ata certain percentage o currentor orecasted sales or as a
percentage o the unit sales.
An , b.*e is ee"#ine b-#.lipl-in* p"!6ece s,les "een.e%!" +e -e," b- , *ien pe"cen,*e1
T+e ,#!.n !% #!ne- ,,il,ble %!",e"isin* is b,se i"ecl- !ns,les ,c+iee#en !% +e b",n1
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COMPETITI'E;PARITY ME Setting the promotion udget tomatch competitors outlay.
T+is #e+! epens .p!n +e,#!.n !% c!#peiie spenin*1
T+e ,#!.n ! be spen nee n! bep"ecisel- +e s,#e ,s +, !%
c!#pei!"s1 A #,6!" ",5b,c: !% +!se #e+! is+, i ,ss.#es +, c!#pei!"s:n!5 5+, +e- ,"e !in* !" +,c!#pei!"s *!,ls ,"e +e s,#e ,s!ne8s !5n
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O7BECTI'E AND TASK ME develops the promotionudget y"
defning specifc o#ectives($#ectives may e sales,share volume levels, revenuese%pected, income, or proft)
determining the tasks muste perormed to achieve theseo#ectives
estimating the costs operorming these tasks
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SETTING THE O'COMMUNICATIO
&ow do we decide what mi% o promotion tools to u
T+e n,."e !% e,c+ p"!#!i!n !!l
T+e p"!#!i!n #i$ s",e*-
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HE NATURE O= EACH PROMOTIONTOO3 >AD'ERTISING>
Advertising @
C,n "e,c+ #,sses , l!5 c!s
All!5s "epeii!n !% #ess,*e
C!ns.#e"s en ! beliee5+,ee" is p"esene
All!5s +e ,e"ise" ! .sepic."es ie!s
Ae"isin* "i**e"s .ic:s,les
Adve
Is i#
C,n8 i"ecl-
One 5,- c!##
Mi*+ n! *e
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THE NATURE O= EACH PROMTOO3 >PERSONA3 SE3
Personal Selling @
M!s e4ecie !!l
Pe"s!n,l ine",ci!n
A"ess i"ecl- ! +e p"!pe"iss.es
T".se "el,i!ns+ip
3!n* e"# "el,i!ns+ip
Perso
3!n* e"# c!##i#en
S,les %!"ce si9e +,
M!s e$pensie
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THE NATURE O= EACH PROMTOO3 >SA3ES PROMO
Sales promotion @
E$ensie ",n*e !% !!ls li:e !4e"sc!ness c!.p!ns isc!.ns ec
E,sil- ,",c c.s!#e"s
Inc"e,se s,les
N! e4ecie %!" b.ili
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THE NATURE O= EACH PROMTOO3 >PU73IC RE3AT
PR
'e"- belie,ble
Use%.l %!" +!se c.s!#e"s 5+!i*n!"e s,les %!"ce ,n,e"ise#ens
Mess,*e is c!nsie"e ! be in%!"# !% 0ne5s2 ",+e" +,n s,lesc!##.nic,i!n
Te
I*n!"e ,s ,
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THE NATURE O= EACH PROMTOO3 >DIRECT MARKE
Direct Marketing @
N!n P.blic (i"ece ! ,"*e)
I##ei,e ,n c.s!#i9e
Ine",cie
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PUSH AND
P.s+ S",e*- A p"!#!i!n s",e*- +, c,lls %!+e s,les %!"ce ,n ",e p"!#!i!n to push theproduct through channels)
T+e p"!.ce" p"!#!es +e product to (holesathe (holesalers! the (holesalers promote t
retailers and the retailers promote to consu
PROMOTION MIX STR
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PROMOTION MIX STR
T+e P.s+ ,n P.ll S",e*-
Producer
Retailers>
0holesale
rs
PersonalSelling!TradePromotion
' producer
PersonalSelling!advertising!salespromotion
' reseller
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PUSH AND
P.ll S",e*- A p"!#!i!n s",e*- +, c,lls %!"spending a lot on advertising and consumerpromotion ! b.il .p c!ns.#e" e#,n1
I% s.ccess%.l consumers (ill ask their retailerthe product! the retailers (ill ask (holesale
(holesalers to producer
PROMOTION MIX STR
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PROMOTION MIX STR
P.ll S",e*-
Producer
Retailers>
0holesale
rs
Demand Demand
Producer marketing activities $ad! sales pr
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