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Integrated Marketing Communications (IMC) (Selecting appropriate IMC tools…
Integrated Marketing Communications (IMC)
What is it
The coordination pf promotional efforts for maximum informational and persuasive impact on customers
Whats is promotion
To inform
create awareness
identify prospects
To persuade
stimulate demand
encourage product trail
reduce sales fluctuations
To remind
retain loyal customers
What is advertising:
Paid non-personal communication about an organisation and its products transmitted to a target audience through mass media
TV
Radio
Internet
newspapers
magazines
direct mail
outdoor displays
signs on vehicles
What is communications
a sharing of meaning - the transmission of information
What is the communications process
the process of transmitting a desired message from the sender to reciever
How does it work
through encoding and decoding a series of symbol signs to be interpreted
Message appeals
Rational
promotes fatual information
Emotional
stir emotions such as humour, fear, warmth, irritation and sexual arousal
Moral
relies on our sense of 'what is right or wrong'
Communications process
1) Source (sender)
a person, group or organisation with a meaning it tries to share
2) Coded message
Meaning converted to a series of signs or symbols that are meaningful to intended reciever
3) Medium of transmission
the communications channel that carries the encoded message from source to audience
4) Decoded message
converts signs or symbols into concepts and ideas
5) Receiver (audience)
the individual, group or organisation that decodes a coded message
NOISE IS ANYTHING THAT REDUCES A COMMUNICATION'S CLARITY AND ACCURACY
Selecting appropriate IMC tools
advertising
see advertising box
Comparative
- compares a sponsored brand with one or more identified brands on the basis of one or more characteristics
Reminder
- reminds consumers about an established brand's uses, characteristics and benefits
Selecting appropriate IMC tools
product placement
strategic location of products or product promotions within entertainment content to reach target market, e.g. in a movie
subtle and powerful
digital marketing
marketing communications mix elements that rely on digital technology, e.g. mobile coupons or banner advertisements
word of mouth
personal, informal exchanges of information that customers share with one another about products, brands and companies
not actually part of marketing communication mix
personal selling
paid for personal presentations aiming to inform and/or persuade the customers
usually for sales prospects
most expensive
sales promotion
an activity and/or material meant to induce resellers or salespeople to sell a product or consumers to buy it
designed for quick sales
should be designed properly to sustain long term customer relations
public relations
communication efforts used to create and maintain favourable relations between an organisation and its stakeholders
mainly used to enhance image
sponsorship
when an organisation contributes financially to a special event to gain positive publicity
social
to influence customer perceptions of their socially responsible merits or to improve their image
Arts
Sports
