MKTG MGT

Integrated Mktg Comm.

Hasan MEHDI | 29 Dec ‘12 | ULAB
 Value delivery sequence
M A R K E T I N G C O N C E P T S

1
Strategic Choose the Value
Mktg

2
Provide the Value

Tactical
Mktg
3
Communicate the Value
Integrated mktg comm
IMC defined

What is IMC? Promotional tools

 Integrated mktg comm.
1.
1.
 Definition Advertisin
Advertisin
gg
 “Right mix” of
6.
6. Digital 2.
2. Sales
 Different “promotional tools” Digital
marketing
Sales
promotion
marketing promotion
 To
 Optimize Promotion
Promotion
Tools
Tools
 The “impact” of communication
3.
3. Public
 The key is 5.
5. Direct
Direct
Public
relations
relations
marketing
marketing
 Effectiveness  Comm plan (PR)
(PR)
delivers the objective 4.
4. Personal
Personal
 Efficiency  Right budget, Right selling
selling
result
Promo tools

3.
3. Public
Public 4.
4. Personal
Personal 5.
5. Direct
Direct 6.
6. Digital
Digital
1.
1. Advertising
Advertising 2.
2. Sales
Sales Promo
Promo Relations
Relations selling
selling marketing
marketing Marketing
Marketing
•• Print/Press
Print/Press ad
ad •• Contests,
Contests, •• Press Press kits
kits •• Sales
Sales presentation
presentation •• Catalogs
Catalogs •• Websites
Websites
•• TV TV ad
ad Lotteries
Lotteries •• SpeechesSpeeches •• Sales
Sales meetings
meetings •• Mailings
Mailings •• Social
Social media
media
Radio ad
ad •• Premiums
Premiums && Gifts •• Seminars •• Incentive •• Tele-marketing •• Viral
•• Radio Gifts Seminars Incentive Tele-marketing Viral content
content
•• Packaging •• Sampling programs
Packaging –– Sampling •• AnnualAnnual reports
reports programs •• eShopping
eShopping •• Blogs
Blogs
Outer
Outer •• FairsFairs &
& Trade
Trade •• Donations
Donations
•• Samples
Samples •• TV TV shopping
shopping
•• Packaging
Packaging –– shows •• Sponsorships •• Fairs
Fairs &
& Trade •• Fax
shows Sponsorships Trade Fax mail
mail
Inserts
Inserts •• Exhibits
Exhibits •• Publications shows
shows •• Email
•• Brochures Publications Email
Brochures // •• Demonstrations
Demonstrations •• Community
Community •• Voice
Voice mail
mail
Booklets
Booklets •• Coupons
Coupons relations
•• Posters relations
Posters // Leaflets
Leaflets •• Rebates
Rebates •• Lobbying
Lobbying
•• POSM
POSM displays
displays •• Financing •• Events
Financing Events
•• Symbols
Symbols // Logos
Logos
•• Billboards
Billboards
Steps in developing IMC
What steps to follow when you design an IMC?

1. Identify TA 2. Determine 6. Decide on

3. Design the 4. Select 5. Decide on
(Target comm mktg comm
message comm channel the budget
Audience) objective mix

Awareness
Awareness –– Know
Know //
Don’t
Content
Content –
– What
What to
to Affordable method 
Affordable method  Advertising
Advertising
Don’t know
know say? Personal
Personal comm
comm
say? (Rational,
(Rational, How
How much
much you
you can
can
Emotional,
Emotional, Moral)
Moral) channel 
channel  Direct,
Direct, one
one spend?
spend?
to
to many
many // many
many toto one
one
Knowledge
Knowledge –– // many to many
many to many
Features
Features // Benefits
Benefits [~Sales
[~Sales promo
promo + + Sales
Sales promo
promo
Y/N
Y/N Personal
Personal selling
selling +
+
Direct
Direct mktg
mktg ++ Digital
Digital
Structure
Structure –
– How
How to
to mktg]
mktg] %
% of
of sales
sales method
method
Liking
Liking –
– Favorable
Favorable // say?
say? PR
PR
Image analysis 
Image analysis  Unfavorable
Unfavorable
Identify
Identify current
current
situation attitude 
situation // attitude 
Semantic Preference
Preference –
– Prefer
Prefer //
Semantic Differential
Differential Competitive
Competitive parity
parity
Don’t
Don’t prefer
prefer vs
vs Personal
Personal selling
selling
competition Format
Format –– How
How to
to show
show method 
method  How
How much
much
competition // scheme? your
scheme? Non-personal your competitor
competitor
Non-personal comm
comm spends?
spends?
Conviction channel 
channel  Mass
Mass //
Conviction – – Most
Most Wide,
Wide, One
One to
to many Direct
likely many Direct mktg
mktg
likely buy
buy // not
not buy
buy [Advertising
[Advertising ++ Sales
Sales
promo Objective-Task
Objective-Task
promo + + PR
PR +
+ Digital
Digital
mktg]
mktg] method 
method  What
What you
you
Source
Source –
– Who
Who says?
says? want
want to
to do
do and
and how
how
Purchase
Purchase –– Finally
Finally buy
buy much
much you
you need
need to
to Digital
Digital mktg
mktg
// not
not buy
buy spend?
spend?

8. Manage the IMC 7. Measure comm results

Thank you!