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IMC Communication Tools
IMC Communication Tools
Advertising
Direct
Marketin
g
Interactive/
Internet Marketing
Sales
Promotion
Publicity/Public
Relations
Personal
Selling
Any paid form of nonpersonal communication
about an organization, product, service, idea
or cause by an identified sponsor.
Any paid form of nonpersonal communication
about an organization, product, service, idea
or cause by an identified sponsor.
Advertising
Disadvantages of advertising
–High costs of producing
and running ads
–Credibility problems and
consumer skepticism
–Clutter
–Difficulty in determining
effectiveness
Advantages of advertising
–Advertiser controls the
message
–Cost effective way to
communicate with large
audiences
–Effective way to create
brand images and
symbolic appeals
–Often can be effective
way to strike responsive
chord with consumers
Classifications of Advertising
Advertising to Consumer Markets
National advertising
Retail/local advertising
Advertising to increase demand
–Primary demand for the product category
–Selective demand for a specific brand
Advertising to Consumer Markets
National advertising
Retail/local advertising
Advertising to increase demand
–Primary demand for the product category
–Selective demand for a specific brand
Business & professional advertising
•Business-to-business advertising
•Professional advertising
•Trade advertising
Business & professional advertising
•Business-to-business advertising
•Professional advertising
•Trade advertising
A system of marketing by which
organizations communicate directly with
target customers to generate a
response and/or a transaction.
A system of marketing by which
organizations communicate directly with
target customers to generate a
response and/or a transaction.
Direct Marketing
Disadvantages of direct marketing
Lack of customer receptivity and
very low response rates
Clutter (too many messages)
Image problems – particularly with
telemarketing
Advantages of direct marketing
Changes in society have made
consumers more receptive to
direct-marketing
Allows marketers to be very
selective and target specific
segments of customers
Messages can be customized for
specific customers.
Effectiveness easier to measure
Direct Marketing
Direct marketing methods
–Direct mail
–Catalogs
–Telemarketing
–Direct response ads
–Direct selling
–Internet
A form of marketing communication through interactive media
which allow for a two-way flow of information whereby users
can participate in and modify the content of the information they
receive in real time.
A form of marketing communication through interactive media
which allow for a two-way flow of information whereby users
can participate in and modify the content of the information they
receive in real time.
Interactive/Internet Marketing
Disadvantages of interactive/
internet marketing
– Internet is not yet a mass
medium as many consumers
lack access
– Attention to Internet ads is
very low
– Great deal of clutter on the
Internet
– Audience measurement is a
problem on the Internet
Advantages of interactive/
internet marketing
Can be used for a variety of IMC
functions
Messages can be tailored to
specific interests and needs of
customers
Interactive nature of the Internet
leads to higher level of
involvement
Can provide large amounts of
information to customers.
Interactive/Internet Marketing
Use of the Internet as an IMC Tool
–As an advertising medium to inform, educate
and persuade customers
–As a direct sales tool
–To obtain customer database information
–To communicate and interact with buyers
–To provide customer service and support
–To build and maintain customer relationships
–As a tool for implementing sales promotion
–As a tool for implementing publicity/public
relations programs
The Internet is an important IMC tool for
American Airlines
Source: Courtesy American Airlines.
Marketing activities that provide extra
value or incentives to the sales force,
distributors, or ultimate consumers and
can stimulate immediate sales.
Marketing activities that provide extra
value or incentives to the sales force,
distributors, or ultimate consumers and
can stimulate immediate sales.
Sales Promotion
Trade-oriented
– Targeted toward marketing
intermediaries such as
retailers, wholesalers, or
distributors
• Promotion allowances
• Merchandise allowances
• Price deals
• Sales contests
• Trade shows
Consumer-oriented
–Targeted to the ultimate
users of a product or
service
• Coupons
• Sampling
• Premiums
• Rebates
• Contests
• Sweepstakes
• POP materials
Sales Promotion Uses
Introduce new products
Get existing customers to buy more
Attract new customers
Combat competition
Maintain sales in off season
Increase retail inventories
Tie in advertising & personal selling
Enhance personal selling efforts
Publicity
Advantages of publicity
–Credibility
–Low cost (although not totally free)
–Often results in word-of-mouth
Disadvantages of publicity
–Not always under control of
organization
–Can be negative
Nonpersonal communication regarding an
organization, product, service, or idea not
directly paid for or run under identified
sponsorship.
Nonpersonal communication regarding an
organization, product, service, or idea not
directly paid for or run under identified
sponsorship.
Publicity Vehicles
News Releases:
–Single-page news stories sent to
media who might print or broadcast
the content.
Feature Articles:
–Larger manuscripts composed and
edited for a particular medium.
Press Conferences:
–Meetings and presentations to
invited reporters and editors.
Special Events:
–Sponsorship of events, teams, or
programs of public value.
Advertising Versus Publicity
FACTOR ADVERTISING PUBLICITY
Control Great Little
Credibility Lower Higher
Reach Achievable Undetermined
Frequency Schedulable Undetermined
Cost Specific Unspecified/low
Flexibility High Low
Timing Specifiable Tentative
Public Relations
Tools used by Public
Relations
 Publicity
 Special publications
 Community activity
participation
 Fund-raising

The management function which evaluates public
attitudes, identifies the policies and procedures of
an individual or organization with the public interest,
and executes a program of action to earn public
understanding and acceptance.
The management function which evaluates public
attitudes, identifies the policies and procedures of
an individual or organization with the public interest,
and executes a program of action to earn public
understanding and acceptance.
Direct person-to-person communication
whereby a seller attempts to assist
and/or persuade perspective buyers to
to purchase a product or service.
Direct person-to-person communication
whereby a seller attempts to assist
and/or persuade perspective buyers to
to purchase a product or service.
Personal Selling
Disadvantages of personal selling
– High costs per contact
– Expensive way to reach large
audiences
– Difficult to have consistent and
uniform message delivered to
all customers
Advantages of personal selling
– Direct contact between buyer
and seller allows for more
flexibility
– Can tailor sales message to
specific needs of customers
– Allows for more direct and
immediate feedback
– Sales efforts can be targeted
to specific markets and
customers who are best
prospects.
Coordinating the promotional mix
elements to develop a controlled,
integrated program of effective
marketing communications.
Coordinating the promotional mix
elements to develop a controlled,
integrated program of effective
marketing communications.
Promotional Management
Considerations for developing the
promotional program include:
 Type of product
 Buyer’s decision process
 Stage of product life cycle
 Channels of distribution
Promotional Program Situation Analysis
Analysis of the Communications Process
Budget Determination
Develop Integrated Marketing Communications Programs
Review of Marketing Plan
Advertising
Sales
Promotion
PR/
Publicity
Personal
Selling
Direct
Marketing
Advertising
Objectives
Sales
Promotion
Objectives
PR/
Publicity
Objectives
Personal
Selling
Objectives
Direct
Marketing
Objectives
Message
Strategy
Sales
Promotion
Strategy
PR/
Publicity
Strategy
Personal
Selling
Strategy
Direct
Marketing
Strategy
Integration & Implementation of Marketing Communications Strategies
Monitor, Evaluate & Control Promotional Program
Internet/
Interactive
Internet/
Interactive
Objectives
Internet/
Interactive
Strategy
Integrated Marketing Communications
Planning Model
The Marketing Plan
A document that describes the overall
marketing strategy and programs
developed for a company, product or
brand. The plan includes:
A detailed situation analysis
Specific marketing objectives
A marketing strategy and program that includes
selection of a target market and plans for
marketing mix elements
4. A program for implementing the strategy
5. A process for monitoring and evaluating
performance
Situation Analysis
Internal Factors
–Assessment of the firm’s promotional
organization and capabilities
–Review of the firm’s previous
promotional programs
–Assessment of firm or brand image
and implications for promotion
–Assessment of relative strengths and
weaknesses of product/service
External Factors
–Customer analysis
–Competitive analysis
–Environmental analysis
IMC Program Situation Analysis
External Factors
Environmental analysis
– Technological Political/Legal
– Demographic Socio/Cultural
– Economic
Competitive Analysis
– Direct and indirect competitors
– Position relative to competitors
– Size of competitors’ advertising/
promotional budgets
– IMC strategies being used by competitors
IMC Program Situation Analysis
External Factors
Customer Analysis
Who buys our product or service?
Who initiates and makes the decision
to purchase and who influences the process?
How is the purchase decision made?
What attributes or criteria are important to
customers?
What are customers’ perceptions of and attitudes
toward our company, product/service or brands?
What factors influence the decision making process?
Contact points where customers can be reached?
Analysis of Communications Process
 Analyze best combination of source,
message and channel factors for
communicating with target audience.
 Establish communication goals and
objectives.
Potential Communications Objectives
Sales
Customer loyalty
Company image
Brand image
Store patronage
Service contract
An inquiry
A visit by a prospect
Product trial
Recommendation
Adoption of the product
Contact Points Where Customers
Can Be Effectively Reached
Mass media
 Broadcast - radio/TV
 Newspapers
 Magazines
Direct Marketing
Internet/interactive
Brochures, sales
literature
Publicity/PR
Events/sponsorships
 Local
 Regional
 National/international
Sales Promotions
In-store/POP
Product placements in movies
and television shows
Promotional products
Develop Integrated Marketing
Communications Program
Advertising
Determine objectives and budget
Message development
 Called “Creative Strategy”
 Determine basic appeal
 Determine main message
Media strategy
 Communication channels
 Type of media . . .
 Newspapers/Magazines
 Radio/Television
 Outdoor/Specialty
Select specific media
 Specific papers, magazines, TV
programs, radio stations, billboards, or
other media
Integrate and Implement Marketing
Communications Strategies
 Integrate promotional mix strategies.
 Create and produce ads.
 Purchase media time and space
 Design and implement direct marketing
programs
 Design and implement sales promotion
program
 Design and implement public relations/
publicity programs
 Design and implement interactive/
internet marketing programs
Monitor, Evaluate and Control Integrated
Marketing Communications Program
Evaluate promotional program
results and determine
effectiveness
Take actions to control and
adjust promotional programs

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Introduction to Integrated Marketing Communication

  • 1. IMC Communication Tools IMC Communication Tools Advertising Direct Marketin g Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Personal Selling
  • 2. Any paid form of nonpersonal communication about an organization, product, service, idea or cause by an identified sponsor. Any paid form of nonpersonal communication about an organization, product, service, idea or cause by an identified sponsor. Advertising Disadvantages of advertising –High costs of producing and running ads –Credibility problems and consumer skepticism –Clutter –Difficulty in determining effectiveness Advantages of advertising –Advertiser controls the message –Cost effective way to communicate with large audiences –Effective way to create brand images and symbolic appeals –Often can be effective way to strike responsive chord with consumers
  • 3. Classifications of Advertising Advertising to Consumer Markets National advertising Retail/local advertising Advertising to increase demand –Primary demand for the product category –Selective demand for a specific brand Advertising to Consumer Markets National advertising Retail/local advertising Advertising to increase demand –Primary demand for the product category –Selective demand for a specific brand Business & professional advertising •Business-to-business advertising •Professional advertising •Trade advertising Business & professional advertising •Business-to-business advertising •Professional advertising •Trade advertising
  • 4. A system of marketing by which organizations communicate directly with target customers to generate a response and/or a transaction. A system of marketing by which organizations communicate directly with target customers to generate a response and/or a transaction. Direct Marketing Disadvantages of direct marketing Lack of customer receptivity and very low response rates Clutter (too many messages) Image problems – particularly with telemarketing Advantages of direct marketing Changes in society have made consumers more receptive to direct-marketing Allows marketers to be very selective and target specific segments of customers Messages can be customized for specific customers. Effectiveness easier to measure
  • 5. Direct Marketing Direct marketing methods –Direct mail –Catalogs –Telemarketing –Direct response ads –Direct selling –Internet
  • 6. A form of marketing communication through interactive media which allow for a two-way flow of information whereby users can participate in and modify the content of the information they receive in real time. A form of marketing communication through interactive media which allow for a two-way flow of information whereby users can participate in and modify the content of the information they receive in real time. Interactive/Internet Marketing Disadvantages of interactive/ internet marketing – Internet is not yet a mass medium as many consumers lack access – Attention to Internet ads is very low – Great deal of clutter on the Internet – Audience measurement is a problem on the Internet Advantages of interactive/ internet marketing Can be used for a variety of IMC functions Messages can be tailored to specific interests and needs of customers Interactive nature of the Internet leads to higher level of involvement Can provide large amounts of information to customers.
  • 7. Interactive/Internet Marketing Use of the Internet as an IMC Tool –As an advertising medium to inform, educate and persuade customers –As a direct sales tool –To obtain customer database information –To communicate and interact with buyers –To provide customer service and support –To build and maintain customer relationships –As a tool for implementing sales promotion –As a tool for implementing publicity/public relations programs
  • 8. The Internet is an important IMC tool for American Airlines Source: Courtesy American Airlines.
  • 9. Marketing activities that provide extra value or incentives to the sales force, distributors, or ultimate consumers and can stimulate immediate sales. Marketing activities that provide extra value or incentives to the sales force, distributors, or ultimate consumers and can stimulate immediate sales. Sales Promotion Trade-oriented – Targeted toward marketing intermediaries such as retailers, wholesalers, or distributors • Promotion allowances • Merchandise allowances • Price deals • Sales contests • Trade shows Consumer-oriented –Targeted to the ultimate users of a product or service • Coupons • Sampling • Premiums • Rebates • Contests • Sweepstakes • POP materials
  • 10. Sales Promotion Uses Introduce new products Get existing customers to buy more Attract new customers Combat competition Maintain sales in off season Increase retail inventories Tie in advertising & personal selling Enhance personal selling efforts
  • 11. Publicity Advantages of publicity –Credibility –Low cost (although not totally free) –Often results in word-of-mouth Disadvantages of publicity –Not always under control of organization –Can be negative Nonpersonal communication regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship. Nonpersonal communication regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship.
  • 12. Publicity Vehicles News Releases: –Single-page news stories sent to media who might print or broadcast the content. Feature Articles: –Larger manuscripts composed and edited for a particular medium. Press Conferences: –Meetings and presentations to invited reporters and editors. Special Events: –Sponsorship of events, teams, or programs of public value.
  • 13. Advertising Versus Publicity FACTOR ADVERTISING PUBLICITY Control Great Little Credibility Lower Higher Reach Achievable Undetermined Frequency Schedulable Undetermined Cost Specific Unspecified/low Flexibility High Low Timing Specifiable Tentative
  • 14. Public Relations Tools used by Public Relations  Publicity  Special publications  Community activity participation  Fund-raising  The management function which evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance. The management function which evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance.
  • 15. Direct person-to-person communication whereby a seller attempts to assist and/or persuade perspective buyers to to purchase a product or service. Direct person-to-person communication whereby a seller attempts to assist and/or persuade perspective buyers to to purchase a product or service. Personal Selling Disadvantages of personal selling – High costs per contact – Expensive way to reach large audiences – Difficult to have consistent and uniform message delivered to all customers Advantages of personal selling – Direct contact between buyer and seller allows for more flexibility – Can tailor sales message to specific needs of customers – Allows for more direct and immediate feedback – Sales efforts can be targeted to specific markets and customers who are best prospects.
  • 16. Coordinating the promotional mix elements to develop a controlled, integrated program of effective marketing communications. Coordinating the promotional mix elements to develop a controlled, integrated program of effective marketing communications. Promotional Management Considerations for developing the promotional program include:  Type of product  Buyer’s decision process  Stage of product life cycle  Channels of distribution
  • 17. Promotional Program Situation Analysis Analysis of the Communications Process Budget Determination Develop Integrated Marketing Communications Programs Review of Marketing Plan Advertising Sales Promotion PR/ Publicity Personal Selling Direct Marketing Advertising Objectives Sales Promotion Objectives PR/ Publicity Objectives Personal Selling Objectives Direct Marketing Objectives Message Strategy Sales Promotion Strategy PR/ Publicity Strategy Personal Selling Strategy Direct Marketing Strategy Integration & Implementation of Marketing Communications Strategies Monitor, Evaluate & Control Promotional Program Internet/ Interactive Internet/ Interactive Objectives Internet/ Interactive Strategy Integrated Marketing Communications Planning Model
  • 18. The Marketing Plan A document that describes the overall marketing strategy and programs developed for a company, product or brand. The plan includes: A detailed situation analysis Specific marketing objectives A marketing strategy and program that includes selection of a target market and plans for marketing mix elements 4. A program for implementing the strategy 5. A process for monitoring and evaluating performance
  • 19. Situation Analysis Internal Factors –Assessment of the firm’s promotional organization and capabilities –Review of the firm’s previous promotional programs –Assessment of firm or brand image and implications for promotion –Assessment of relative strengths and weaknesses of product/service External Factors –Customer analysis –Competitive analysis –Environmental analysis
  • 20. IMC Program Situation Analysis External Factors Environmental analysis – Technological Political/Legal – Demographic Socio/Cultural – Economic Competitive Analysis – Direct and indirect competitors – Position relative to competitors – Size of competitors’ advertising/ promotional budgets – IMC strategies being used by competitors
  • 21. IMC Program Situation Analysis External Factors Customer Analysis Who buys our product or service? Who initiates and makes the decision to purchase and who influences the process? How is the purchase decision made? What attributes or criteria are important to customers? What are customers’ perceptions of and attitudes toward our company, product/service or brands? What factors influence the decision making process? Contact points where customers can be reached?
  • 22. Analysis of Communications Process  Analyze best combination of source, message and channel factors for communicating with target audience.  Establish communication goals and objectives.
  • 23. Potential Communications Objectives Sales Customer loyalty Company image Brand image Store patronage Service contract An inquiry A visit by a prospect Product trial Recommendation Adoption of the product
  • 24. Contact Points Where Customers Can Be Effectively Reached Mass media  Broadcast - radio/TV  Newspapers  Magazines Direct Marketing Internet/interactive Brochures, sales literature Publicity/PR Events/sponsorships  Local  Regional  National/international Sales Promotions In-store/POP Product placements in movies and television shows Promotional products
  • 25. Develop Integrated Marketing Communications Program Advertising Determine objectives and budget Message development  Called “Creative Strategy”  Determine basic appeal  Determine main message Media strategy  Communication channels  Type of media . . .  Newspapers/Magazines  Radio/Television  Outdoor/Specialty Select specific media  Specific papers, magazines, TV programs, radio stations, billboards, or other media
  • 26. Integrate and Implement Marketing Communications Strategies  Integrate promotional mix strategies.  Create and produce ads.  Purchase media time and space  Design and implement direct marketing programs  Design and implement sales promotion program  Design and implement public relations/ publicity programs  Design and implement interactive/ internet marketing programs
  • 27. Monitor, Evaluate and Control Integrated Marketing Communications Program Evaluate promotional program results and determine effectiveness Take actions to control and adjust promotional programs

Notas del editor

  1. Notes: _______________________________________________________________ _______________________________________________________________ _______________________________________________________________ _______________________________________________________________ _______________________________________________________________ _______________________________________________________________ _______________________________________________________________