Integrated Marketing Communications (IMC)

IMC is part of Promotion P

Promotion = all communication efforts designed to influence attitudes and behaviors

Note: Marketing Communications = Marcom

Push = producer promotes to organizations in the channel Pull = producer promotes directly to consumers

Integrated Marketing Communications (IMC)

Integration of all promotional activities in order to deliver a consistent message to a TM, with the goals of maximizing the messages impact on the targets mind and delivering the biggest bang for the promotional buck

Key objectives

Customer is exposed to marketers message

Carry
across various media

Communication Process

Product Adoption Process (Hierarchy of Effects)

Aware of the product

Interest in the product

Consider the product

Try the product

Adopt/reject the product

Simplified Decision Process

Pre-purchase Purchase Post-purchase

Creating an IMC Program

Promotional Objectives
Awareness/Interest

W/n target market for new or existing products Identify/create prospects

Trial: Brand image Sales (Demand) Loyalty

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Promotional Mix
Advertising

Including Direct Response Marketing

Public Relations Sales Promotion Personal Selling Web Site Other

Word-Of Mouth Product Placement Viral Social media

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Marketer Control

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Advertising
Non-personal communication about an organization, product, etc. by an identified sponsor Used to reach a target audience in order to:

Major Media

TV Print Radio Internet

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Public Relations
Communications with various sectors of the public (stakeholders) to create or maintain a positive image of a firm and its products Used to:

Tools

Publicity Annual reports Event sponsorship Lobbying

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Sales Promotion
Activity/material that acts as a direct inducement, offering added value or incentive to resellers, salespeople, or consumers Used to:

Tools:

Samples Coupons Rebates Spiffs Premiums

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Personal Selling
Paid personal communications that seeks to persuade customers to purchase products Uses

Pros

Cons

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Web Site
Uses

Relationship builder Simple images or extremely complex information Accessible from most places Inexpensive space is virtually free Data-capture Interactive and adaptable Not all sites and information is credible Viruses Information overload Primarily reactive
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Pros

Cons

Other
Product placement place products in strategic locations to gain increased exposure

Word-of-mouth personal exchange of information

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Other
Viral marketing creating entertaining or informative messages meant to be passed along

Entertaining/humorous

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Other: Guerilla Marketing

Guerilla marketing

Activities that ambush consumers with promo

content in places where it is not expected

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Selecting Promotional Mix Tools

Based on

Target market characteristics Objectives Resources Product Characteristics

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