Integrated Marketing

Communication
Yosi & Latif
 OUTLINE

 IMC Defined
 Element Of IMC
 Need For IMC
 Promotion Mix Strategies
 Advertising
 Sales Promotion
 Personal Selling
 DRM (Direct Respone Marketing)
 PR (Public Relaion)
 Internet Marketing
IMC Defined

Integrated Marketing Communication (IMC) :

“ Is the cordination and integration of all marketing communication
tools, avenues, and sources within company into a seamless program that
maximizes the impact on consumer and other end users at a minimal cost “
Clow and Baack, 2004
Element Of IMC

advertising

Internet Sales
Marketing Promotion

imc
Public Personal
Relation Selling

Direct
Marketing
Advertising

 Market Fragmantation has resulted in media fragmentation

 Mass media advertising reaches large numbers geographically dispersed at low cost per exposure with ability
to repeat message with frequency
 Process
 1. Set Objective
 2. Develop Strategy
 - Message Strategy
 - Message Execution
 Slice of Life, lifestyle, fantasy, mood, musical, symbolic, technical expertise, scientific, tetimonial
 3. Select Media (Reach, Frequency, impact )
 4. Evalute advertising
 Sales Promotion

 Short term incentives designed by marketers for the purpose of encouraging the purchase of a product
 Consumer promo tools :
Samples, Coupons, rebate, price packs, premiums, and specialities, loyalty program, point – of – purchuse
displays/demos, abd contest/sweepstake

Business promo tools :

Conventions/trade shows and sales contests
Personal Selling

 Involves two way personal communications ( Compared to other IMC tools that are one –way impersonal)
 Organization :
Territorial, Product, Customer types, Outside vs inside sales, and team selling
Process :
Prospect, pre – approach, approach, present, handle objection, close, follow – up
Relationship Marketing :
Process of creating, maintaining, and enhacing, strong, value – laden relationship with cutomes and other
stakeholders
DRM ( Direct Respone Marketing )

 Mass media marketin in a one – to – one manner.

 Requires Database
 Forms :
 Telemarketing
 Direct Mail
 Catalogue Marketing
 Direct Respose TV (order now)
PR (Public Relations )

 Purpose is not to communicate to the market about products but rather to communicate to the company’s publics
about the company itself.
 Functions :
- Press Realations
- Product Publicity
- Public Affairs
- Lobbying
- Investor Relations
- Development (Financial or Volunteer support)
- Crisis Management
Internet Marketing

 In the modern era of communication and networking, the company uses various social networking sites like
Facebook, Instagram, You tube, Twitter to Connect with the consumers who can’t afford to spend time on
TV and are always online
Practicing IMC in ILF

Advertising Sales Personal Selling Direct Public Relation Internet

Promotion Marketing Marketing
TV Promo discount Visit intansi SMS Olypiade Facebook
Kemerdekaa
Radio Kupon undian Member get Pameran Bagi Sembako Instagram
Schoopy Member
Banner Jalan – jalan Seminar Minggu Ceria Visit intansi Youtube
keluar negeri
Spanduk Lucky deep Email Twitter
Billboard
Neon Box
X - Banner