Integrated Marketing Communications

1) Definition ❗ download (1)

An approach to creating a unified and seamless experience for consumers to interect with the brand or enterprise

1.1) Importance of Teamwork images (4)

Save money

Save time

Save effort

Present a consistant coordinated opromotional effort at every point of customer

Contact with the organization

2) Communication Process
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SENDERS -> ENCODING -> CHANNEL -> DECODING -> RESPOSE -> FEEDBACK

Tasks for Effective Massage Accomplishes Related to AIDA (Attention-Interest-Desire-Action) Concept

It gains the receiver's attention

It achieves understanding by both receiver and sender

It stimulates the receiver's needs & suggests an appropriate method of satisfying them

3) PROMOTIONAL MIX RELATED TO THE OBJECTIVE OF PROMOTIONAL logoMix

The objective of promotion are to provide information,stimulate demand,differentiate a product, accentuate the value of a product, and stabilize sales. The promotional mix, which is the blend message. The marketer sends the promotional message, and the consumer receives and responds to it via communication process

OBJECTIVES OF PROMOTION

1.Provide information to consumers and others.

2.Increase demand

  1. Differentiate a product
  1. Accentuate a product's value
  1. Stabilize sales

1.2 Role of databases in effective IMC Programs download (2)

Marketers have been given the power to gather more information faster to organize it more easily than ever before in history

Exp ; Internet, Direct Sampling

FiveElements 4) DIFFERENT ELEMENTS OF THE PROMOTIONAL MIX and HOW MARKETERS DEVELOP AN OPTIMAL PROMOTIONAL MIX

The different elements are personal selling and non personal selling (advertising, product placement, sales promotion, direct marketing, and public relations)

Marketers develop the optimal mix by considering the nature of the market, the nature of the product, the stage in the product life cycle,price and funds available for promotion

5) Sponsorships images (1)

1. Sponsorship spending

2. Growth of sponsorships

3. How sponsorship differs from advertising

4. Assessing sponsorship results

6) Promotional strategies marketingmix-promo

i. Pulling Strategy

Promotional effort by the seller to stimulate final-user demand, which then exerts pressure on the distribution channel

ii. Pushing Strategy

Promotional effort by the seller directed to members of the marketing channel rather than final users.

7) MARKETERS BUDGET FOR AND MEASURE THE EFFECTIVENESS OF PROMOTION images (3)

The percentage of sales method is perhaps the most common way of establishing promotional budgets. The fixed sum per unit method differs from budgeting based on a percentage of sales, it allocates a predetermined amount each sales or production unit. Meeting competition simply matches competitors' outlays, either in absolute amounts or relative to the firms' market shares. The objective method develop a promotional budget based on a sound evaluated of the firm' s promotional objectives

8) THE VALUE OF MARKETING COMMUNICATION images (5)

Despite a number of valid criticisms, marketing communications provide socially important messages, are important to businesses, and contain economic importance. As with every communication in society, it is important to consider how promotion is used rather than whether it is used at all