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Advertising As A Component of Marketing

IMC is the development of an Integrated Comprehensive Marketing Communication (Promotion) Plan. It links the marketing function with the communication function to deliver messages. IMC makes use of such Promotion Elements as (1) Advertising, (2) sales Promotion, (3) public Relations, (4) Publicity, (5) Direct Marketing, (6) Networking, (7) personal Selling.

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Anamika Sonawane
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45 views18 pages

Advertising As A Component of Marketing

IMC is the development of an Integrated Comprehensive Marketing Communication (Promotion) Plan. It links the marketing function with the communication function to deliver messages. IMC makes use of such Promotion Elements as (1) Advertising, (2) sales Promotion, (3) public Relations, (4) Publicity, (5) Direct Marketing, (6) Networking, (7) personal Selling.

Uploaded by

Anamika Sonawane
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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ADVERTISING AS A COMPONENT OF MARKETING

CHAPTER 2

INTEGRATED MARKETING COMMUNICATION

The Marketing Mix


People

Process

Physical Evidence

IMC is the development of an Integrated Comprehensive Marketing Communication (Promotion) Plan that links the marketing function with the communication function to deliver Effective Marketing Messages capable of (1) informing, (2) convincing and (3) persuading people to buy.

Contemporary IMC Approach

Packaging

Sales promotion

Direct response

Point of purchase

Publicity

Media Advertising

Public relations

Interactive marketing

Direct marketing

Special events

IMC makes use of such Promotion Elements as (1) Advertising, (2) Sales Promotion, (3) Public Relations, (4) Publicity, (5) Direct Marketing, (6) Networking, (7) Personal Selling, and other non-conventional elements like (8) On-line communications to develop and deliver clear, consistent, and impact-full communications capable of informing, convincing, and persuading customers to buy.

Direct Marketing is Part of IMC


Direct Mail Internet Sales Direct Response Advertising

Direct Marketing
Shopping Channels Catalogs Telemarketing

Using the Internet as an IMC Tool

The Internet

Educates or informs customers

A persuasive advertising medium

A sales tool or an actual sales vehicle

Obtains customer database information

Communicates and interacts with buyers

Provides customer service and support

Builds and maintains customer relationships

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Sales Promotion Tools


Coupons Samples Premiums
Contests/Sweepstakes Contests

Refunds/Rebates Bonus Packs Loyalty Programs Events

Consumeroriented
[For end-users]

Public Relations

What is Public Relations?


Public Relations: The development of and maintenance of good relationships with different publics
Public Relations: practice is the art and science of analyzing trends, predicting their consequences, counseling organization leaders, and implementing planned programmes of action that will serve both the organizations and the public interest. Public Relations: Includes employees, investors, suppliers, customers, distributors, legislators/regulators/governments, pressure groups, the community, the media, and even competition.

Various Uses of Sales Promotion


Get existing customers to buy more

Introduce new products

Combat competition

Enhance personal selling

Sales Promotion

Attract new customers

Maintain sales in off season

Tie in advertising & personal selling

Increase retail inventories

Advertising Versus Publicity


Factor Control Credibility Reach Advertising Great Lower Measurable Schedulable Publicity Little Higher Undetermined

Frequency
Cost Flexibility Timing

Uncontrollable
Low/Unspecified

High/Specific
High Specifiable

Low Tentative

Publicity Vehicles
Feature Articles

News Releases

Publicity Vehicles

Interviews

Press Conferences

Special Events

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Word of Mouth

IMC Audience Contact Tools


Broadcast media (TV/radio)
Out-of-home media
Print media (newspapers, magazines)

Public Relations/ publicity

Internet/ interactive

Direct marketing

Target Audience
Personal selling
Point-ofpurchase (displays, packaging)

Sales Promotion

Word-ofmouth

Events and sponsorship

Product placements (TV and movies)

Benefits of IMC

Increase Market Penetration Develop Repeat Purchase Behavior Establish Customer Relationships Increase Rate of Consumption Encourage Product Trial Stimulate Impulse Buying Stimulate Demand Differentiate the Product Establish a Product Image Influence Sales Volume Establish, Modify, or Reinforce Attitudes Develop Sales Leads Stimulate Interest Establish Understanding Build Support & Acceptance

DESIGNING IMC
1.Identifying Target Audience What to say When to say Why to say How to say 2.Determining Communication Objectives are To create awareness of the Product To provide information of the product To persuade the target audience to buy product

3.Developing IMC Plan The target audience to be reached Cover the market area The products/brands that needs communication The media/techniques to be used 4.Designing the message Attract Attention Arouse Interest Create Desire Secure Action 5. Determining Communication Technique

6.Determining the Budget 7.Implementation of Communication Plan 4 Rs 8.Review

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