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to Integrated
Marketing
Communication
Lecture-1
Value is the customers perception of all of the benefits of a product or service weighed
against all the costs of acquiring and consuming it. Benefits can be functional (the
performance of the product), experiential (what it feels like to use the product), and/or
psychological (feeling such as self-esteem or status that result from owning a particular
brand). Costs include the money paid for the product or service as well as other factors
such as acquiring information about the product/service, making the purchase, learning
how to use it, maintaining the product, and disposing of it. The focus on customer
relationships and value has led many companies to emphasize relationship marketing,
which involves creating, maintaining, and enhancing long-term relationships with
individual customers as well as other stakeholders for mutual benefit.
Consumers can log on to the Dell website and build their own computers
or to NikeiD.com to design personalized athletic shoes and other products.
Marketing Mix
Understanding Marketing
Communication
High Control messages are those elements of the communication mix over
which an organization has greater control since they can be explicitly
planned, executed and delivered to consumers. E.g. Advertising, sales
Promotion, Direct Marketing, Special events etc.
Low control messages are spontaneous and not designed formally. E.g. an
organisations crisis management, Shareholders Interaction, Employee
Behaviour, Gossip, Consumer word of Mouth etc.
Traditionally the promotional mix has included four elements: advertising, sales
promotion, publicity/public relations, and personal selling.
Advertising
Sales promotion
Direct marketing
Personal selling
Unconventional Media
Packaging
Advertising Specialities
Sponsorships
Event Marketing
Customer Service
ADVERTISING
The non-personal
presentation of
ideas and
products by an
identified sponsor.
**PAID FOR**
ADVERTISING
The word advertising is derived from its Latin root ad verter, which means
to turn towards and to attract attention to.
Ideas
Goods
Objectives of Advertising
Inform
Persuade
Remind
Reinforce
National Advertising
Retail Advertising
Corporate Advertising
Trade Advertising
SALES PROMOTION
2 for 1 Sale
Buy One,
Get One
Free
stimulate
purchases
increase store traffic
$2 off
after 8PM
on Tuesday
SALES PROMOTION
Marketing activities-other than
personal selling, advertising and
public relations-that stimulate
consumer buying and dealer
effectiveness.
Popular
Popular Tools
Tools
for
for
Consumer
Consumer Sales
Sales
Promotion
Promotion
Vacation
Vacation Giveaways
Giveaways
Coupons
Coupons
DIRECT MARKETING
direct communication
with consumers
to generate a response in the
form of an order,
a request for further information,
or a visit to a retail outlet.
DIRECT MARKETING
The Growth of Direct Marketing
The Value of Direct Marketing
Direct Orders
Lead Generation
Traffic Generation
Slide 18-56
PUBLICITY
PUBLIC RELATIONS
Creating demand
for a business or
product by placing
news about it in
the media
Internet/Interactive Marketing
The internet is the ultimate direct marketing medium and fastest growing advertising medium. While
internet remains the most powerful digital media other interactive media also allow for active
participation from or interactivity with the recipient.
In other words , Interactive media allow two way communication b/w organisation and its audiences. E.g.
mobile telephony, Computer games, Kiosk based terminals, Interactive television, Electronic storage
media, etc.
A company web site can be used to obtain and display positive feedback.
PERSONAL SELLING
The PERSONAL presentation of a product or
company to one or more potential buyers
PERSONAL SELLING
IMC
Source
Source
Encoding
Encoding
Message
Message
Message
Message
Channel
Channel
Feedback
Feedback
Channel
Channel
Decoding
Decoding
Message
Message
Receiver
Receiver
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Slide 18-58
IMC Plan
(IMC Objectives and strategies)
Situational Analysis
Determine a Problem or Opportunity
Determine the Communication Objectives
Determine the Budget
Develop IMC Strategies
Need for creating brand identity: Brand, Brand Recognition, Brand Identity, Brand
equity.
Benefits of IMC
IMC provides greater:
Brand Differentiation
IMC wraps communications around customers and helps them move through
the various stages of the buying process.
IMC also increases profits through increased effectiveness. At its most basic level, a unified
message has more impact than a disjointed myriad of messages.
IMC can boost sales by stretching messages across several communications tools to create more
avenues for customers to become aware, aroused, and ultimately, to make a purchase.
Carefully linked messages also help buyers by giving timely reminders, updated information and
special offers which, when presented in a planned sequence, help them move comfortably
through the stages of their buying process.
IMC also makes messages more consistent and therefore more credible. This reduces risk in the
mind of the buyer which, in turn, shortens the search process and helps to dictate the outcome
of brand comparisons.