ADVERTISING
IMC "INTEGRATED MARKETING COMMUNICATIONS"
- A STRATEGIC BUSINESS PROCESS USED TO PLAN,
DEVELOP, EXECUTE AND EVALUATE
A SERIES OF COORDINATED, MEASURABLE, PERSUASIVE
BRAND COMMUNICATION PROGRAMS
OVER A PERIOD OF TIME
4 IMC CATEGORIES
-ADVERTISING
-SALES PROMOTION
-PUBLIC RELATIONS
-BRAND VISIBILITY
ADVERTISING
- A MEANS OF COMMUNICATION WITH THE USERS OF A
PRODUCT/SERVICE
- PAID MESSAGES THAT INTENDS TO
INFORM/INFLUENCE PEOPLE WHO RECEIVE THEM
- ITS PRIMARY PURPOSE IS CREATING & DELIVERING
"PERSUASIVE MESSAGES" THAT INFLUENCE PERCEPTION
AND BEHAVIOUR
- MESSAGES CAN BE ABOUT: BRANDS, COMPANIES,
CAUSES, IMPORTANT TOPICS
3 PRIMARY OBJECTIVES OF ADVERTISING
1. INFORMATIVE ADVERTISING - CREATES AWARENESS
OF BRANDS, PRODUCTS, SERVICES, AND IDEAS.
ANNOUNCES NEW PRODUCTS & PROGAMS AND CAN
EDUCATE PEOPLE ABOUT THE ESTABLISHED PRODUCT.
2. PERSUASIVE ADVERTISING - TRIES TO CONVINCE
CUSTOMERS. IT WORKS TO ALTER PERCEPTIONS &
ENHANCE THE IMAGE OF A COMPANY/PRODUCT. ITS
GOAL IS TO INFLUENCE CONSUMER TO TAKE ACTION &
SWITCH BRANDS, TRY A NEW PRODUCT OR REMAIN
LOYAL TO A CURRENT BRAND
SALES PROMOTION - MARKETING STRAT. WHERE THE
PRODUCT IS PROMOTED USING SHORT-TERM
ATTRACTIVE INITIATIVES TO STIMULATE ITS DEMAND
AND INCREASE SALES
USED IN: INTRODUCE NEW PRODUCTS, SELL OUT
EXISTING INVENTORIES, ATTRACT MORE CUSTOMERS,
LIFT SALES TEMPORARILY
OBJECTIVE OF SALES PROMOTION
- TO CREATE MARKET FOR NEW PRODUCTS
- TO REMAIN COMPETITIVE
- GAIN DEALERS TRUST
- TAKE PRODUCTS TO NEW MARKETS
- INCREASE BRAND AWARENESS
EXAMPLE: BLACK FRI SALE, BUY1 GET1, REFERRAL
BONUSES, COUPONS, FLASH-SALES
BRAND VISIBILITY - THE FREQUENCY AT WHICH
PEOPLE SEE YOUR BRAND IN SEARCH RESULTS &
VARIOUS PLATFORMS. THE AMOUNT OF EXPOSURE A
BRAND RECEIVES COMPARED TO ITS RIVAL.
BRAND VISIBILITY STRATEGIES:
-DEFINE YOUR BRNADS FUNTIONALITY
-INTERACT MORE ONLINE
-BUILD A STRONG DIGITAL PRESENCE
-USE SEO TO THE FULLEST
PUBLIC RELATIONS
- VARIETY OF ACTIVITIES BY A COMPANY TO
PROMOTE & PROTECT THE IMAGE OF THE
COMPANY, PRODUCTS, POLICIES TO THE
PUBLIC.
- ITS FUNCTION IS TO DEVELOP, MAINTAIN,
PROTECT & IMPROVE THE PERCEPTION OF A
BRAND,COMP,ORG OR INDIV. AMONG A
DIVERSE GROUP OF SEPARATE AUDIENCES.
PUBLIC RELATIONS FUNCTIONS

- INFORM & COMMUNICATE

- SHAPE & ENHANCE IMAGE
- RECRUIT & DEVELOP BUSINESS
- LAUNCH NEW PRODUCTS/INNOVATIONS
- GENERATE & COLLECT FEEDBACK
- COPE WITH CRISIS

INDUSTRY STRUCTURE

*THE IMC INDUSTRY CAN BE DEVIDED INTO MAJOR PARTS.

EACH PERFORMS A DIFF. FUCTION BUT ALL ARE NEEDED*

*IMC ACTIVITIES REQUIRES TEAMWORK & COOPERATION*

INDUSTRY STRUCTURE:

ADVERTISERS

- ARE AT THE CENTER OF THE PROCESS AND THE PEOPLE THAT

CONTROL THE MONEY, BUT THE INDUSTRY STRUCTURE ALSO
INCLUDES AGENCIES, SUPPLIERS AND THE MEDIA. THE
ADVERTISERS ALWAYS SELECTS THE AGENCY, SUPPLIERS,
ANDMEDIA THAT WILL BE PART OF THE DEVELOPMENT OF
APPROVED PROGRAMS, ACTIVITIES, MATERIALS AND PLANS
FOR IMC
.
- THESE ARE ANYONE WHO HAS THE MONEY TO SPEND ON
NATIONAL, REGIONAL, OR LOCAL MEDIA.

5 PRIMARY ADVERTISERS – CONSUMER, B2B, GOVERNMENT,

NON-PROFIT & ADVOCACY