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INTEGRATED MARKETING
COMMUNICATIONS
Stephen Darori Ph.D.
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Agenda
Integrated Marketing Communications
Promotional Mix
Marketing Communications Mix
Promotion Decision Process
Communication Process
Three Reasons for IMC
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A company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.
Integrated Marketing Communications
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Conflicting messages from
different sources or
promotional approaches
can confuse company or
brand images
Why IMC?
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The specific mix of advertising,
personal selling, sales promotion,
and public relations a company
uses to pursue its advertising and
marketing objectives.
Promotional Mix
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• Advertising: – Any paid form of non-
personal presentation and promotion of ideas, goods, or services by an identified sponsor
• Sales promotion:– Short-term incentives to
encourage purchase or sale of a product or service
• Public relations:– Building good relations and
corporate image with the company’s publics using publicity, and handling unfavourable events
• Personal selling:– Personal presentation by
the firm’s sales force for the purpose of making sales and building customer relationships
• Direct marketing:– Direct communications with
targeted individuals to obtain an immediate response and lasting customer relationships
Marketing Communications Mix
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Source: walmart.com, target.com, kmart.com; Business 2.0, June 2003
Promotion Decision Process
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Directing the promotional mix
to channel members to gain
their co-operation in ordering
and stocking a product.
“Push” Channel Strategy
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Directing the promotional
mix at ultimate consumers
to encourage them to ask
the retailer for the product
“Pull” Channel Strategy
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Media Explosion
Consumers Take Over
Branding is Everything
Three Reasons for IMC
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• Media fragmentation• Explosion of cable TV• Birth of the Internet• TiVo/DVRs• Viral Marketing• Rise of the Blog• Social Networking• Consumer Generated
Media
Signs that the Consumer is in Control
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Media Explosion
Consumers Take Over
Branding is Everything
Three Reasons for IMC:
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Click Here
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ADAGEMore Consumers Make the Switch to Macs Analysts Say Apple's Disciplined Marketing Is Behind Trend, not Just Vista 'Debacle'
YORK, Pa. (AdAge.com) -- For a long time, David Alison was a Mac hater.
In fact, one of the avatars he used was the face of actor John Hodgman, the PC guy in Apple's "Get a Mac" ads. As a software developer, he was heavily invested in and committed to Windows. While he had been a longtime iPod fan, it hadn't been enough to get him to switch.
Gaining converts: But then last year his friends started buying iPhones and making the switch -- "guys like me, who didn't really care for Macs." And when the latest Windows operating system, Vista, came out, "It didn't do anything for me," Mr. Alison said. "The very initial version was really a mess.
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The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.
Summary: Integrated Marketing Communications
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Summary
Integrated Marketing Communications
Promotional Mix
Marketing Communications Mix
Promotion Decision Process
Communication Process
Three Reasons for IMC