[BMT507] Integrated Marketing Communications

Elements of IMC
Promotion

the coordination of all seller initiated efforts to set up

channels of information and persuasion in order to sell goods
and services or promote an idea

 Implicit communication occurs through the various elements of the marketing mix

 Organization’s communications with the marketplace take place as part of a carefully

planned and controlled promotional program.
The Promotion Mix

The basic tools used to accomplish an

organization’s communication
objectives are often referred to as the
Promotional Mix
The Promotion Mix
Traditionally the promotional mix has included four elements:

1. Advertising
2. Sales promotion
3. Publicity/public relations
4. Personal selling
Elements of the Promotion Mix
Advertising

any paid form of

non-personal communication
about an organization, product,
service, or idea
by an identified sponsor
Advertising
 Paid, Non-personal (involves mass media)

 No opportunity for immediate feedback

 Can be a very cost-effective method with large audiences

 Used to create brand images and symbolic appeals

 Ability to strike a responsive chord with consumers when differentiation is difficult to

achieve

 Nature and purpose may differ from one industry to another and/or across situations
Classifications of advertising
 National Advertising

 Retail/Local Advertising

 Primary- versus Selective-Demand Advertising

 Business-to-Business Advertising

 Professional Advertising

 Trade Advertising
Direct Marketing

organizations communicate directly

with target customers to generate a
response and/or a transaction
Direct Marketing
 Traditionally not considered as an element of the promotional mix

 As it has become such an integral part of the IMC program of many organizations and
often involves separate objectives, budgets, and strategies, we view direct marketing
as a component of the promotional mix
Direct marketing
 much more than direct mail and mail order catalogs

 Involves a variety of activities, including

 Database management,

 Direct selling,

 Telemarketing, and

 Direct response ads through direct mail, the Internet, and various broadcast and print
media

 Some companies do not use any other distribution channels, relying on independent
contractors to sell their products directly to consumers (Tupperware, Amway)
Interactive/Internet Marketing
 perhaps the most dynamic and revolutionary era in the history of marketing, as well as
advertising and promotion

 Dramatic growth of communication through interactive media, particularly the Internet

 Allow for a back-and-forth flow of information

 Users can participate in and modify the form and content of the information they
receive in real time

 Other forms of interactive media include CD-ROMs, kiosks, and interactive TV

Sales Promotion

those marketing activities that provide

extra value or incentives to the sales
force, the distributors, or the ultimate
consumer and can stimulate immediate
sales
Sales promotion
 Two major categories:

 Consumer-oriented
targeted to the ultimate user of a product or service and includes couponing,
sampling, premiums, rebates, contests, sweepstakes, and various point-of-purchase
materials

 Trade-oriented activities
targeted toward marketing intermediaries such as wholesalers, distributors, and
retailers.
Promotional and merchandising allowances, price deals, sales contests, and trade
shows are some of the promotional tools used to encourage the trade to stock and
promote a company’s products
Publicity/Public Relations

 Publicity refers to non-personal communications regarding an organization,

product, service, or idea not directly paid for or run under identified sponsorship.

 Usually comes in the form of a news story, editorial, or announcement about an

organization and/or its products and services

 Techniques used to gain publicity include news releases, press conferences, feature
articles, photographs, films, and videotapes
Publicity/Public Relations

 Public relations is defined as “the management function which evaluates

public attitudes, identifies the policies and procedures of an individual or organization
with the public interest, and executes a program of action to earn public
understanding and acceptance.”

 purpose is to establish and maintain a positive image of the company among its
various publics

 Public relations uses publicity, special publications, participation in community

activities, fund-raising, sponsorship of special events, and various public affairs
activities
Personal Selling

a form of person-to-person communication

in which a seller attempts to assist and/or
persuade prospective buyers
to purchase the company’s product or service or to
act on an idea
Personal Selling
 involves direct contact between buyer and seller

 gives communication flexibility

 personal, individualized communication

 involves more immediate and precise feedback

 Advertising Personal Selling Publicity/ PR Sales Promotion Direct Marketing

Reach

Mass Customized Mass Mass Customized

Payment

Wide range of form of

Paid (for space & time) Paid (to salesperson) No direct payment to media Paid (communication expenses)
payments

Strengths

 Immediate feedback  Quick changes in messages

 Very persuasive
 Efficient in reaching large
 Selective audience
audience in less time
 Can provide complex
information
 Often perceived most  Effective in short-term possible
credible/ unbiased by the modifications in behaviour  Facilitate continuous
customers  Very flexible interaction/ relations with
customers

Weaknesses

 High absolute cost

 Inefficient is not planned  High Cost per exposure  Complex dynamics involved  Easily abused  Declining customer response
effectively  Inconsistencies in message in securing media  Can lead to promotion wars  Expensive to create and
 Difficult to receive quality possible cooperation  Difficult to differentiate manage database
feedback
The IMC Planning Process
1. Review of marketing plan

2. Analysis of promotional program situation

3. Analysis of communications process

4. Budget determination

5. Develop integrated marketing communications program

6. Integrate and implement marketing communications strategies

7. Monitor, evaluate, and control integrated marketing communications program

Integrated Marketing Communication: Issues
 Multiple Media

 Message Consistency

 Design Consistency

 Reinforcement

 Sales Alignment