Intergrated Marketing Communication (IMC) (COMMUNICATION PROCESS ( Sender…
Intergrated Marketing Communication (IMC)
The coordination of the promotional mix element with each other and with other elements of the brand's marketing mix such that all elements speak with one voice
Sender - Convey message to receiver.
Message - information send by receiver.
AIDA - Step of an individual reaches a purchase decision.
Encoding - Translate message into understandable terms
Decoding - Receiver’s interpretation of a message.
Feedback - Receiver’s response to a message
Noise - Stimulus that distracts a receiver from receiving message .
Channel - Medium to send a message.
Objectives of Promotion
Increase demand in the market
Accentuate the product’s value
Differentiate a product
ELEMENTS OF THE PROMOTIONAL
Subset of the marketing mix in which marketers attempt to achieve the optimal blending of the elements of personal and non-personal selling to achieve promotional objectives
interpersonal influence process involving a seller's promotional presentation conducted on a person-to-person basis with the buyer
NON PERSONAL SELLING
- Nonpersonal communication through media.
- Marketer pays owner a fee to display their product in the film or show
- Marketing activities that stimulate consumer purchasing.
- Sales promotion geared to marketing intermediaries.
- Direct communication through customer.
- Firm’s communications and relationships with public.
- Nonpersonal stimulation of demand for a good, service, place, idea, person, or organization by unpaid placement.
- Unconventional, innovative, and low-cost techniques to attract consumers’ attention.
Organizations provide money or in-kind resources to an event or activity in exchange for a direct association with that event or activity
How Sponsorship Differs from Advertising?
Sponsor’s degree of control versus that of advertising
Nature of the message
udience reaction Ambush marketing - Firm that is not an official sponsor tries to link itself to an event
Helps increase store traffic . Opens new international markets of unprecedented size . Promotes goals beyond creating product awareness . Databases are an important tool
DIRECT MARKETING COMMUNICATIONS CHANNELS
DIRECT MARKETING VIA BROADCAST CHANNELS
HOME SHOPPING CHANNELS
ELECTRONIC DIRECT MARKETING CHANNELS
OTHER DIRECT MARKETING CHANNELS
OTHER TRADITIONAL DIRECT MARKETING CHANNELS
DEVELOPING AN OPTINAL PROMOTIONAL MIX
Nature of the product
Stage in the product life cycle
Nature of market
Funds available for promotion
PULLING AND PUSHING PROMOTIONAL STRATEGIES
- Promotional effort by the seller to stimulate final-user demand, which then exerts pressure on the distribution channel Relies on advertising and sales promotion
- Promotional effort by the seller directed to members of the marketing channel rather than final users
MEASURING THE EFFECTIVENESS OF PROMOTION
- Concentrating on quantifiable indicators of effectiveness such as recall and readership
MEASURING ONLINE PROMOTIONS
cost per impression
cost per response (click-throughts)
Direct sales results test
- Based on the specific impact on sales revenues for each dollar of promotional spending
VALUE OF MARKETING COMMUNICATIONS
Promotion is often a target of criticism . Waste of resources . Convinces consumers to buy products they don’t need or can’t afford . Is conducted in a way that is insulting, offensive, or unethical . New forms of promotion often aren’t recognizable as paid advertisements