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Imc
Creating awareness
Reaching members
Increasing efficiency and effectivity
Reminding
Lead generation
Supporting distribution channel members
techniques
Visual magnetism
Right audience
Invite reader
Logical
Person to person
Ad must be easy
Reflect company
Emphasize service and not source
Some of the most commonly used platforms in
Industrial marketing communication are:
Personal Selling
Advertising
Trade Shows/ exhibitions
Direct Mailers/ catalogs
Internet which is slowly gaining prominence
ADVERTISING
Definition Any paid form of non-
personal presentation and
promotion of ideas, good or
services by an identified sponsor
Role of Advertising
To increase sales effectiveness
To generate awareness
For IMC
OBJECTIVES OF INDUSTRIAL
ADVERTISING
To inform
Fact driven, has an interested reader,
can be attractive, colourful, etc
To bring in inquiries/ orders
usually from new customers
To induce trial orders
To get into the Buyers Resource File
Most industrial companies maintain a
record of all the firms selling the
articles that they need
FURTHER OBJECTIVES OF
INDUSTRIAL ADVERTISING
To reduce selling expense
Salesmen visit can be more expensive and at
times, prohibitive
To motivate distributors
To create preference, loyalty, support in the value
chain
MARKET ANALYSIS
CUSTOMER ANALYSIS
POSIOTIONING ANALYSIS
MARKETING COMMUNICATION OBJECTIVE
Increasing Sales