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Integrated Marketing Communications and the Changing Media Landscape (The…
Integrated Marketing Communications and the Changing Media Landscape
Integrated Marketing Communications (IMC)
Approach designed to deliver one consistent message to buyers across an organization’s promotions.
As the media landscape changes, marketers may change the type of promotions they use in order to reach their target markets. With changing technology and social media (e.g., Facebook), less money is being budgeted for traditional media such as magazines and more money is budgeted for “non-traditional media.” Regardless of the type of media used, marketers use integrated marketing communications (IMC) to deliver one consistent message to buyers.
The Promotion (Communication) Mix
Communication tools that may include advertising, sales promotions, public relations and publicity, professional selling, and direct marketing.
Advertising
A message that is paid for and sent to large groups of the population at one time with an identified organization or brand (product or service) being promoted
Consumer sales promotions
Promotional activities (coupons, contests, rebates, mail-in offers) companies do in addition to advertising, public relations, and professional selling in order to help sell a product.
trade promotions
Business-to-business marketing sales promotions such as trade shows, sponsorships, and event marketing.
Direct marketing
Delivering personalized promotional materials directly to individual consumers. Materials may be delivered via mail, catalogs, Internet, e-mail, telephone, or in person.
Professional selling
An interactive, personal, paid promotional approach between a buyer and a seller.
Public relations (PR)
The process of creating a positive image for a company, an offering, or a person via publicity.
Sponsorships
The Promotion Budget
affordable method,
competitive parity
percentage of last year’s sales
objective and task method
Consumer Sales Promotions
free sample
Coupons
Point-of-purchase displays,
A premium
Contests
Loyalty programs
Rebates
Trade Promotions
Sales promotions aimed at businesses.
Conventions
Sales contests
trade show
Trade allowances
advertising allowance
Free merchandise
Push versus Pull Strategy
A push strategy
A strategy in which businesses are the target of promotions so products get “pushed” through their marketing channels and sold to consumers.
pull strategy
A strategy in which consumers are targeted with sales promotions such as coupons, contests, games, rebates, and mail-in offers