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Integrated Marketing Communications Strategy

Universitas Atmajaya By Stefanus Manuntun Sitinjak MM

http://www.thesmartmarketing.co.cc

!ut"ine
# $he Marketing Communications Mi% # Integrated Marketing Communications
& Changing Communications 'nvironment & $he need for Integrated Marketing Communications

# # # #

A (iew of the Communication )rocess Steps in *eve"oping 'ffective Communication Setting the )romotion Budget + Mi% Socia""y ,esponsi-"e Marketing Communications
http://www thesmartmarke ting co cc

Marketing Communications Mi%


Advertising )ersona" Se""ing

Sa"es )romotion )u-"ic ,e"ations


http://www thesmartmarke ting co cc

*irect Marketing

Integrated Marketing Communications


# Changing of Communications 'nvironment
& Shifting from mass to segmented marketing & Advancement of I$

# $he .eed for Integrated Marketing Communications


& Mi%ed communications -ecome sing"e messages in the mind/s of customer & IMC -ui"ds Brand Identity + )ositioning
http://www thesmartmarke ting co cc

A (iew of the Communication )rocess

Sender/s 0ie"d of ,eceiver/s 0ie"d of e%perience e%perience http://www thesmartmarke ting co cc

Steps in *eve"oping 'ffective Communication


Buyer ,eadiness Stage
*etermine communications o-jectives
Identify target audience

*esign Message

Se"ect 0eed-acks
Se"ect Message Source

Choosing Media

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Buyer1,eadiness Stages
2now"edge 3iking

Awareness

)reference )urchase Conviction


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Setting the )romotion Budget + Mi% # Setting the $ota" )romotion Budget
& Afforda-"e method & )ercentage1of1sa"es method & Competitive & parity method & !-jectives1and1task method

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Setting the )romotion Mi%


# Setting the !vera"" Communication Mi%
& $he .ature of its promotion too"s
# # # # # Advertising )ersona" se""ing Sa"es )romotion )u-"ic re"ation *irect marketing
Check-list: # Ana"y4e trends # Audit pockets # Identify contact points # $eam Up # Compati-"e themes # )erformance measure # Appoint a director

& )romotion mi% strategies:


# )ush strategy # )u"" Strategy

# Integrating the )romotion Mi%


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)ush + )u"" Strategy


)roducer marketing activities 6ps7tp7etc8 )roducer
,etai"ers + 5ho"esa"ers

,ese""er marketing activities 6ps7ad7 tp7etc8 Consumers

)ush Strategy

)roducer

,etai"ers + 5ho"esa"ers

Consumers

)roducer marketing activities 6ads7 ps7 sp7 etc8

)u"" Strategy http://www thesmartmarke ting co cc

Socia""y ,esponsi-"e Marketing Communications

# 3ega" + 'thica" Issues # Advertising + Sa"es )romo


& Avoid fa"se c"aims & Avoid -ait + switch ads & Socia""y responsi-"e ads

# )ersona" Se""ing
& 0air competition & *on/t "ie to consumers
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Socia""y ,esponsi-"e Marketing Communications


# An Abercrombie & Fitch store in (irginia Beach7 (irginia is under fire for disp"aying posters that featured men and women in o-jectiona-"e states of undress $he manager of the 3ynnhaven Ma"" store was cited -y po"ice on Saturday for disregarding previous warning to remove the photos !ne of the -"ack and white photos shows three shirt"ess men7 one with his upper buttocks showing $he other photo shows a woman whose -reast is most"y e%posed $he photos were sei4ed -y po"ice and a summons was issued to the store manager Customer comp"aints to the "oca" po"ice department prompted a warning that apparent"y went unheeded

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$hank 9ou

http://www.thesmartmarketing.co.cc

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