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    MKT-623 Promotional Management: Introduction To Integrated Marketing Communication

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    Princess
    This document provides an introduction to integrated marketing communication (IMC). It defines communication and marketing communications. The communication process involves a sender encoding a message, which is then subject to noise before being decoded by the receiver. IMC aims to integrate various promotional tools like advertising, public relations, personal selling, etc. so that they work together harmoniously. Reasons for integrating promotional tools include globalization, creating synergy between tools, changes in channel power, increasing competition, reducing costs and maximizing profits. The major IMC tools discussed are advertising, sales promotion, public relations, direct marketing and personal selling. A seven step IMC planning process is also outlined.

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    MKT-623 Promotional Management: Introduction To Integrated Marketing Communication

    Uploaded by

    Princess
    72 views15 pages
    This document provides an introduction to integrated marketing communication (IMC). It defines communication and marketing communications. The communication process involves a sender encoding a message, which is then subject to noise before being decoded by the receiver. IMC aims to integrate various promotional tools like advertising, public relations, personal selling, etc. so that they work together harmoniously. Reasons for integrating promotional tools include globalization, creating synergy between tools, changes in channel power, increasing competition, reducing costs and maximizing profits. The major IMC tools discussed are advertising, sales promotion, public relations, direct marketing and personal selling. A seven step IMC planning process is also outlined.

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    This document provides an introduction to integrated marketing communication (IMC). It defines communication and marketing communications. The communication process involves a sender encoding a message, which is then subject to noise before being decoded by the receiver. IMC aims to integrate various promotional tools like advertising, public relations, personal selling, etc. so that they work together harmoniously. Reasons for integrating promotional tools include globalization, creating synergy between tools, changes in channel power, increasing competition, reducing costs and maximizing profits. The major IMC tools discussed are advertising, sales promotion, public relations, direct marketing and personal selling. A seven step IMC planning process is also outlined.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    72 views15 pages

    MKT-623 Promotional Management: Introduction To Integrated Marketing Communication

    Uploaded by

    Princess
    This document provides an introduction to integrated marketing communication (IMC). It defines communication and marketing communications. The communication process involves a sender encoding a message, which is then subject to noise before being decoded by the receiver. IMC aims to integrate various promotional tools like advertising, public relations, personal selling, etc. so that they work together harmoniously. Reasons for integrating promotional tools include globalization, creating synergy between tools, changes in channel power, increasing competition, reducing costs and maximizing profits. The major IMC tools discussed are advertising, sales promotion, public relations, direct marketing and personal selling. A seven step IMC planning process is also outlined.

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    MKT-623

    Promotional
    Management

    Chapter 1
    Introduction to
    Integrated Marketing
    Communication
    Some Basic Definitions

     Communication: Sum of all things which a


    person does when he wants to create an
    understanding in the mind of others (Louis A.
    Allen).

     Marketing Communications: All the messages


    and media a firm deploys to communicate
    with the market in order to reach your target
    audience.
    Figure 2.1 A linear model of communication
    Source: Based on Schramm (1955) and Shannon and Weaver (1962).
    Features of The Communications
    Process
     Sender: company, organisation, brand, CEO, Agency
     Receiver: consumer, customer, public, government,
    intermediary, supplier
     Encoding: Use of signals (words, symbols, pictures,
    music) to create a message that can be understood
     Decoding: Understanding the message as it was
    intended
     Noise: Cognitive barriers or physical distractions
     Realms of understanding: Common ground
    between source and receiver
    Traditional Marketing Mix
    Integrated Marketing
    Communication (IMC)

    Integrating or combining various


    marketing communication
    elements or promotional tools
    (advertising, public relations,
    personal selling, etc.) so that they
    work in harmony.
    Why Integrating of Combining
    the Promotional Tools?
    1. Globalization- smart customers
    2. Synergy- offset each other’s weaknesses
    3. Changes in channel power
    4. Brand parity (increased competition)
    5. Reduce cost & maximize profit
    6. Decline in the effectiveness of mass-media
    advertising
    7. Integration of information
    8. Create a consistent brand image and
    maximum communication impact
    Major Communication Tools or IMC
    Tools
    Tool Use Examples
    Advertising Efficiently gets Television and radio commercials and new
    message to large paper ads; paid search engine links; billboards;
    audience transit ads; ads delivered by cell phone and
    emails

    Sales promotion Stimulate immediate Samples, coupons, premiums, contests, games,


    purchase; reward incentives
    repeat purchase

    Public relations Build positive image, Event sponsorship, news release, briefings,
    strengthen ties with speeches and blogs, public appearance
    stakeholders

    Direct marketing Reach target Mail, email, telemarketing campaigns, printed


    audience, encourage and online catalog/brochures, direct response tv
    direct response and radio
    Personal selling Reach customers one Sales appointment, sales meetings and
    to one to make sales, presentation, online sales chat help
    strengthen
    relationships
    IMC Planning Process
    7 steps
    1. Current situation analysis
    2. SWAT
    3. Budget
    3. Define primary marketing objectives
    4. Marketing strategies
    5. Implementation of the program
    6. Evaluation of performance

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