hi....

1. Integrated Marketing
Communications
A method of carefully
coordinating all promotional
activities to produce a
consistent, unified message that
is customer focused.

2. Traditional Approach to Marketing Communications
Sales
Publicity promotion
Point of
purchase
Media Packaging
Special Adver-
events tising Direct
response
Public
relations
Interactive
Direct marketing
marketing

3. Contemporary IMC Approach
Sales Direct
Packaging
promotion response
Media
Point of
purchase Adver-
Public
tising relations
Publicity
Interactive
marketing Direct
Special
marketing
events

4. IMC Promotional Mix

5. What is promotion?
• Any form of
communication a
business or organization
uses to
inform, persuade, or
remind people about its
products.

6. The Promotional Mix is a
combination of the different
types of promotion.

7. Basic Elements of the Promotional Mix in IMC
Advertising
Direct Marketing
Sales promotions
Publicity/public
Sales Promotionrelations
Publicity/Public
Personal selling
Relations

8. What is the largest form of promotion?
• Personal Selling!
– This type of promotion
requires contact with
potential buyers
– EG: sales
presentations, sales
meeting, incentive
programs, fairs and trade
shows.

9. Advertising….
• Any paid form of non-
personal presentation
and promotion of
ideas, goods, or services
by an identified
sponsor.
• E.g.: print and
broadcast
Ads, brochures and
leaflets, billboards, displ
ay signs symbols and
logos etc...

10. Sales Promotion
• A variety of a short
term incentives to
encourage trial or
purchase of a product
or services.
• E.g.:
sampling, gifts, coupons
, demo, rebates ,etc…

11. Public Relations/Publicity
• Any activity designed to
create a favorable
image toward a
business, its products or
its policies.
• E.g.: speeches, press
kits, annual
report, charitable
donations, company
magazine etc…

12. Direct marketing
• Use of
mail, telephone, fax, e-mail
or internet to communicate
directly with or solicit
response or dialogue from
specific customers and
prospects.
• E.g.:
mailings, telemarketing, e-
shopping, catalogs, websites,
blogs etc…

13. Purpose of promotional mix
Informing Reminding
PLC Stages: PLC Stages:
Introduction Maturity
Early Growth Target
Audience
PLC Stages:
Growth
Maturity
Persuading

14. Factors Affecting the
Promotional Mix
Nature of Product
Stage in PLC
Target Market Factors
Factors Type of Buying Decision
Affecting
Choice of Promotion Funds
Promotional Mix
Push or Pull Strategy