Integrated Marketing Communications

SPONSORSHIPS
Integrated Marketing Communications (IMC) - typically refer to financial support for events, venues, or
and the changing media outlets experiences and provide the opportunity to target specific
groups. Sponsorships enhance a company’s image and
- Provide an approach designed to deliver one consistent usually generate public relations.
message to buyers through an organization’s promotions
that may span all different types of media such as TV, radio, Advertising and
magazines, the Internet, PR, professional selling, and social Direct Marketing
media. Advertising - Advertising is a paid promotion with an
identified sponsor that reaches many people at one
Changing Media - Many consumers and business
time and can be repeated many times.
professionals seek information and connect with other
people and businesses from their computers and phones.
DIRECT MARKETING - Direct marketing allows
Principles of Marketing - Many college students are organizations to target a specific set of customers, measure
the return on investment (ROI), and test different
part of the millennial generation, and it is consumers
strategies before implementing to all targeted consumers.
from this generation (people like us perhaps) who are
driving the change toward new communication TELEMARKETING - Involves direct marketing by phone.
technologies.
DIRECT RESPONSE MARKETING - includes an offer and a
The promotion mix - Organizations use a promotion call to action. You may be watching television when an
mix, including advertising, sales promotions, direct interesting product is shown. The announcer says, “Call
marketing, public relations, sponsorship, social media, now and receive a bonus package.”
interactive marketing, and professional selling, to send
a consistent message to customers. Message Strategies
Unique Selling Proposition (USP) -

Advertising
When organizations want to communicate value, they must
- Involves paying to disseminate a message that
determine what message strategies work best for them.
identifies a brand (product or service) or an
organization being promoted to many people at one The Organization’s Promotion Objectives - Advertisers
time. must also examine their promotion objectives.
CONSUMER SALES PROMOTIONS Message Characteristics - Organizations must also

- Consist of short-term incentives such as coupons, determine what type of appeal to use and how to structure
contests, games, rebates, and mail their messages. Some of the common advertising appeals
in offers that supplement the advertising and sales are humorous, emotional, frightening (fear), rational
efforts. (informative), and environmentally conscious.
The Promotion Budget

TRADE PROMOTIONS
- In business-to-business marketing, sales promotions - An offering’s budget is a critical factor when it comes to
are typically called trade promotions because they are deciding which message strategies to pursue. Several
targeted to channel members who conduct business methods can be used to determine the promotion budget.
or trade with consumers.
Ways in which Promotion Budgets can be set.
DIRECT MARKETING
- Involves the delivery of personalized and often - Percentage of last year’s sales
interactive promotional materials to individual - Affordable method
consumers via channels such as mail, catalogs, - Competitive parity
- Objective and task method
Internet, e-mail, telephone, and direct-response
advertising.
Sales Promotions
PROFESSIONAL SELLING - Sales promotions are activities that supplement a

- is an interactive, paid approach to marketing that company’s advertising, public relations, and professional
involves a buyer and a seller. The interaction between selling efforts. They create incentives for customers to buy
the two parties can occur in person, by telephone, or products more quickly and make larger purchases.
via another technology
Consumer Sales Promotions - Samples, coupons, premiums,
PUBLIC RELATIONS (PR) contests, and rebates are examples of consumer sales
- Involves communication designed to help improve and promotions. Do you like free samples? Most people do.
promote an organization’s image and products.
Loyalty programs - Are sales promotions designed to get
repeat business? Loyalty programs include things such
as frequent flier programs, hotel programs, and shopping
cards for grocery stores, drugstores, and restaurants.
Rebates - are popular with both consumers and the

manufacturers that provide them. When you get a rebate,
you are refunded part (or all) of the purchase price of a
product after completing a form and sending it to the
manufacturer with your proof of purchase.
Trade Promotions - Include trade shows, conventions,

event marketing, trade allowances, training, and special
incentives given to retailers to market
particular products and services, such as extra money, in-
store displays, and prizes.
Trade shows - Is an event in which firms in a particular

industry display and demonstrate their offerings to other
organizations they hope will buy them.
CONVENTIONS - Or meetings, with groups of professionals

also provide a way for sellers to show potential customers
different products.
SALES CONTESTS - Which are often held by manufacturers

or vendors, and provide incentives for salespeople to
increase their sales.
TRADE ALLOWANCES - Give channel partners—for example,

a manufacturer’s wholesalers, distributors, retailers, and
so forth—different incentives to push a product.
TRAINING - To help their salespeople understand how the

manufacturers’ products work and how consumers can be
enticed to buy them.
Free merchandise - Such as a tool, television, or other

product produced by the manufacturer, can also be used to
get retailers to sell products to consumers.
Push versus Pull Strategy - Businesses must also decide

whether to use a push strategy, a pull strategy, or both
push and pull strategies

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SPONSORSHIPS

Unique Selling Proposition (USP) -

CONSUMER SALES PROMOTIONS Message Characteristics - Organizations must also

The Promotion Budget

PROFESSIONAL SELLING - Sales promotions are activities that supplement a

Rebates - are popular with both consumers and the

Trade Promotions - Include trade shows, conventions,

Trade shows - Is an event in which firms in a particular

CONVENTIONS - Or meetings, with groups of professionals

SALES CONTESTS - Which are often held by manufacturers

TRADE ALLOWANCES - Give channel partners—for example,

TRAINING - To help their salespeople understand how the

Free merchandise - Such as a tool, television, or other

Push versus Pull Strategy - Businesses must also decide

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