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1. Integrated Marketing
Communication and
Promotion
Roshan Paudel

2. Integrated Marketing Communication
•Integrated marketing communication refers to integrating all the methods
of brand promotion to promote a particular product or service among
target customers.
•In integrated marketing communication, all aspects of marketing
communication work together for increased sales and maximum cost
effectiveness.
•Integrated Marketing Communications (IMC) is an expansion of utilising
both modern and traditional marketing strategies, to optimise the
communication of a consistent message conveying the companies brand to
stakeholders (Kitchen & Burgmann, 2015)
•IMC is an approach to brand communications where the different modes
work together to create aseamless experience for the customer and are
presented with a similar tone and style that reinforces the brand’s core
message.
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Communication Mix
 The Marketing Communications Mix is the specific mix
of advertising, personal selling, sales promotion, public relations, Event
and experience, publicity and direct marketing a company uses to pursue
its advertising and marketing objectives.
 It is also called promotion mix.

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Communication objective
 Sales
 Education
 Retention
 Referral
 Bran Awareness

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Factors influencing Communication
mix
• Types of product
• Use of product
• Complexity of product
• Purchase frequency and quantity
• Fund available
• Type of market
• Size of market
• Geographical area
• Stage of product life cycle
• Level of competition
• Promotional objective
• Price of product
• Desire of market Penetration
• Degree of product differentiation

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Product life cycle and Communication
Mix.
 Pre-Introduction: Light advertising, pre-
introduction publicity
 Introduction: Heavy use of advertising, public
relations for awareness, sales promotion for trial
 Growth: Advertising, public relations, branding
and brand marketing, personal selling for
distribution
 Maturity: Advertising decreases, sales promotion,
personal selling, reminder & persuasion
 Decline: Advertising and public relations
decrease, limited sales promotion, personal selling
for distribution

7. Advertising
 Any paid form of nonperson presentation and
promotion of ideas, goods, or services by an identified
sponsor.
 Cost effective way to disseminate message to built
brand preference and/or educate people.
 Identifying target market and buyer motive play vital role in
advertising.
 Decision of 5M?
 Mission
 Message
 Media
 Money
 Measurement
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8. Types of advertising
 Informative Advertising
 Brand Awareness
 Knowledge of product
 Persuasive Advertising
 Reminder Advertising
 Reinforcement advertising
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Deciding on Advertising Budget
Factors Affecting Budget decision.
 Stage in PLC
 Marketing Share and consumer base
 Competition
 Advertising frequency
 Product substitutability
Advertising elasticity?

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Advertising medium
 Television Ads
 Print Ads
 Radio Ads
 Film Ads
Choosing Among major Media Type
1. Target audience media habit
2. Product and message characteristics
3. cost

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Alternative advertising options
 Place(out-of-home) Advertising
 Billboard
 Public Space
 Product placement
 Point of Purchase

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Evaluation of Advertising Effectiveness
 Communication effect research
 Consumer feedback method.
 Portfolio test.
 Laboratory test.
 Sales effect Research

13. Sales Promotion
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 Short-term incentives to encourage the
purchase or sale of a product or a service.
 Sales promotion includes a wide variety of
promotion tools designed to stimulate earlier
or stronger market response
 Advertising offer reason to buy where it offer
incentive to buy
 SP is an action-focused marketing event
whose purpose is to have impact on the
behavior of the firm’s customers

14. Types of sales promotion
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 Consumer promotion
 Sample, coupon, cash refund, price off, premium,
free trial, prizes, warranty
 Trade promotion
 Price off, advertising and display allowance, free
goods, stock return
 sales force promotion
 Trade shows and conventions, specialty
advertising

15. CONSUMERS PROMOTION
TOOLS

16. SAMPLES
 Offer a trail amount of a product
 EXAMPLE

17. COUPONS
 COUPONS are certificates that gives buyers a
saving when they purchase specified products
 EXAMPLE

18. CASH REFUND
 Similar to coupons except that the price
reduction occurs after the purchase
 EXAMPLE

19. PRICE PACKS
 Offer consumer saving off the regular price of
a product
 EXAMPLE

20. PREMIUMS
 Are good offered either for free or at low price
 EXAMPLE

21. ADVERTISING SPECIALIES
 Are useful articles imprinted with the
advertisers names ,logo or message that are
given as a gift to consumer
 EXAMPLE

22. POINT OF PURCHASE PROMOTION
 Includes displays and demonstrations that
take place at the point of sales
 EXAMPLE

23. CONTEST,SWEEPSTAKES & GAMES
 CONTEST

24. SWEEPSTAKES
 To submit their names

25. GAMES
 TO PRESENT

26. TRADES PROMOTION
TOOLS

27. DISCOUNT
• It is also known as price-off.
• Discounts price cut off the list price on a
particular quantity purchased a stated time

28. ALLOWANCE
 They are the amount offered in return for an
agreement by the retailer to feature the
manufacturer’s products in some way;
displays, advertising or otherwise.

29. FREE GOODS
 Free goods are the extra merchandise offered
to middlemen who buy a specific amount of a
product
 .Companies also offer push money and
specialty advertising items to the middlemen.

30. SALES FORCE PROMOTION

31. SALES FORCE PROMOTION
 Companies spend huge amount on promotion
focused on industrial consumers.
 Trade shows and conventions.
 Sales contests.

32. TRADE SHOWS AND CONVENTIONS
 TRADE SHOWS AND CONVENTIONS are
effective to reach many customer not reached
with the regular sales force.

33. SALES CONTEST
 Sales contest are effective in motivating sales
people or dealer to increase performance over
a given period.

34. Objective of Consumer
Promotion34
 Building product awareness
 Creating Interest
 Increase the sale volume in short term
 Attract more customer
 Encourage customer for buying
 Retain customer and maintain relationship
 Increase repurchase
 Brand and store switching
 Increase footfall
 Getting the market information
 Encourage the selling of new product

35. FACTORS IN GROWTH OF SALES
PROMOTIONS
 Product managers are under pressure to
increase current sales
 Companies face more competition
 Competing brands offer less differentiation to
rising cost, clutter and legal constraints
 Consumers have become more deal-oriented

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