Integrated Marketing Communication involves coordinating different promotional tools like advertising, direct marketing, digital marketing, sales promotions, public relations, and personal selling to deliver consistent messaging. The document discusses IMC and its key elements - ensuring all communications are carefully linked together and work in harmony. It also covers the basic concepts of marketing, marketing communication, and the various forms of promotions. The benefits of advertising and factors to consider for an effective advertising strategy and campaign are summarized.
2. What is Marketing ?
• Processes for creating, communicating, and
delivering value to customers.
• Managing customer relationships in ways that
benefit the organization and its stakeholders.
• The management process through which
goods and services move from concept to the
customer.
3. What is marketing communication ?
• Marketing communication means sending and
receiving using various media from the market
with aim of promotion.
• Promotions is very significant part of
marketing mix. Marketing mix refers 4Ps which
means price, place, promotion and product.
• Actually marketing mix is a company strategy
to reach and cover the target market.
4. Integrated Marketing Communication
• Integrated Marketing Communications is a simple concept. It
ensures that all forms of communications and messages are
carefully linked together.
• At its most basic level, Integrated Marketing Communications,
or IMC, as we’ll call it, means integrating all the promotional
tools, so that they work together in harmony.
• All of the Marketing communications tools (Ps) work better
if they work together in harmony rather than in isolation.
Their sum is greater than their parts – providing they speak
consistently with one voice all the time, every time.
•
5. Four Cs of IMC
• Consumers: For whom the product, product message
and promotional program are made for.
• Cost: It is budget because all activities and level of
activities depend up on the budget as well as the loss
and profit ratio from the marketing procedure.
• Convenience: It means the comfort ability from the
both sides- the advertisers and the consumer. The
product should be available in the market when it has
demand. It should give both sides satisfaction.
• Communication: It is considered as very significant
part of strategy. It is the means to reach the ultimate
person of target market.
6. Basic elements of promotional mix
• Advertising.
• Direct Marketing
• Interactive or Internet Marketing
• Sales Promotion
• Publicity or Public relations
• Personal Selling.
7. What is Advertising
• Advertising is defined as paid form of non
personal communication about an
organization product, service or idea by an
identified sponsor.
8. Benefits of Advertising
• Sill most cost- effective way to reach large audiences.
• Valuable tool for building company or brand equity as
it is a powerful way to provide consumers with
information as well as to influence their perceptions.
• Stimulate demand.
• It helps products to become the top of mind brand-
awareness campaigns.
• 3Rs of advertising; Retaining loyal customers, Reducing
lost customers and Recruiting New Customers.
9. Classification of Advertising
According to Consumers View Point:
• National advertising: The term national advertising has a special
connotation that it is not confined to any geographic area within
the nation.
• Retail or local advertising: Retail Advertising refers
to advertising for the retail business, in connection of the private
business of branches
• Primary Vs selective demand advertising : Selective demand
advertising involves the placement of advertising messages
intended to persuade customers about the benefits of your specific
brand. This is different from primary demand advertising, which
involves messages promoting the benefits of a general product
category.
10. According to organization View Point:
• Business to business Advertising: Business-to-business
advertising is directed at business people or companies who buy (or
specify-such as architects, engineers, or contractors) products
for business use.
• Professional Advertising: Advertising directed toward professionals
such as doctors, dentists, and pharmacists, etc., who are in a
position to promote products to their patients or customers.
• Trade Advertising : Consumer-product advertising intended not for
the consumer but for the various entities who influence consumer
availability, such as distributors, wholesalers, retailers, brokers. Also
called business-to-business advertising.
11. Advertising Strategy
• Advertising strategy is a plan developed by businesses to
create awareness among the customers about the product
or service and motivate them to purchase the same.
• An advertising strategy encompasses two components;
Information and persuasion. The information part includes
informing customers about product features and benefits,
price changes and is crucial for building primary demand.
Creating persuasion in your strategy is important to build
brand preference or change buyer’s perceptions especially
in competitive markets.
12. Fundamentals of an Advertising Campaign
• Consider who you are targeting : Before one considers what type of advertising
might work best to reach your desired target, you first must settle on who your
target market is.
• Make sure you measure: Do not accept the idea that advertising, including print
advertising, cannot be measured.
• Have an objective : Make sure you have a clear objective that you want your
advertising to fulfill.
• Understand the importance of selecting audited publications: When considering
the print part of your campaign, remember the importance of selecting audited
publication where possible.
• Weighing the benefits of frequency versus dominance: Some advertisers like to
pepper away at their audience on a monthly basis to make sure their message gets
through (we call that frequency). Others like to do the big splash (think Super
Bowl). We call that dominance. Both approaches have merit.
13. Finding the Big Idea !
• Big Idea in marketing and advertising is a term used to symbolize the foundation for a
major undertaking in these areas - an attempt to communicate a brand, product, or
concept to the general public, by creating a strong message that pushes brand
boundaries and resonates with the consumers.
Three Steps to Find the big Idea !
• Identify What You’re Naturally Great At :The first step to finding your big idea is to
identify what you’re naturally good at. Ask yourself: “What is it that you’re great at,
that you actually wouldn’t have guessed that people would pay you to teach them,
because it’s so natural and automatic to you?”
• Target And Narrow Your Niche :After you’ve compiled a list of what you’re good at, the
next step is to determine the niche or audience that you’re going to be creating the
product for. Example: A fitness coach who creates a weight loss product for anyone
who wants to lose weight.
• Share Your Story And Key Learning Insights : The third step is to come up with the
unique story behind what you’re teaching. In other words, how did you get good at
whatever it is you plan to teach? What is the big insight that allowed you to go from
failure to success?
14. Creating execution in advertising
• Creative execution refers to the manner in
which an marketing communication appeal is
carried out or presented. A particular
marketing communication appeal can be
executed in a variety of ways and a particular
means of execution can be applied to a
variety of marketing communication appeals.
15. Five Elements of Creative Execution in
Advertising
• A Unique Strategy: The first step toward creative
execution indeed, the first step of any execution–
is the creation of a simple, unambiguous
strategy.
• Candid dialogue: Most speaks honestly.
• Clear roles and accountabilities :that drive
individual and team performance.
• Bold action that puts the strategy into play:
• Visible leadership:
