Introduction to IMC
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Marketing communications aim to inform, persuade, and remind consumers about products and brands. They include advertising, sales promotion, public relations, direct marketing, and personal selling. The key steps in developing an integrated marketing communications plan are to identify the target audience, determine communication objectives, design the message, select channels, and measure results. Companies can use push strategies directed at retailers or pull strategies creating demand among consumers. The AIDA model outlines the stages of consumer involvement from awareness to action.
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Introduction to IMC
- 2. Marketing communications are the means by which firms attempt to 1.)inform, Informing Persuading 2.)persuade, and 3.)remind consumers, directly or indirectly, about the products and brands they sell Reminding
- 3. • Advertising - any paid form of non-personal presentation by a sponsor • Sales promotion - short term incentives to encourage sales • Events and experiences • Public relations and publicity - building good relations with various publics • Direct marketing - short term incentives to encourage sales • Interactive marketing • Word-of-mouth marketing • Personal selling - personal presentations by a firm’s sales force
- 5. • Identifying Target Audience • Determining Communications Objectives • Buyer Readiness Stages • Designing Message • Message Content • Message Structure • Message Format • Media Selection • personal and nonpersonal communications channels • Message Source • Feedback Collection
- 6. • Push strategy is directed toward the channel members • Provide incentives for those in the distribution channels to buy the product PUSH STRATEGY Manufacturer Wholesaler Retailer Consumer promotes to promotes to promotes to buys from wholesaler retailer consumer retailer Orders to manufacturer • Pull strategy is directed toward the ultimate purchaser • The focus is on creating demand at the household or ultimate consumer level PULL STRATEGY Consumer Retailer Wholesaler Manufacturer demands demands demands promotes to product product product from consumer from retailer from wholesaler manufacturer Orders to manufacturer
- 8. Advertising Sales Promotion • Print and broadcast ads • Contests, games, sweepstakes • Packaging inserts • Premiums • Motion pictures • Sampling • Brochures and booklets • Trade shows, exhibits • Posters • Coupons • Billboards • Rebates • POP displays • Entertainment • Logos • Continuity programs • Videotapes
- 9. Events/ Experiences Public Relations • Sports • Press kits • Entertainment • Speeches • Festivals • Seminars • Arts • Annual reports • Causes • Charitable donations • Factory tours • Publications • Company museums • Community relations • Street activities • Lobbying • Identity media • Company magazine
- 10. Personal Selling Direct Marketing • Sales presentations • Catalogs • Sales meetings • Mailings • Incentive programs • Telemarketing • Electronic shopping • Samples • TV shopping • Fairs and trade shows • Fax mail • E-mail • Voice mail • Blogs • Websites
- 11. Word of Mouth • Person-to-person • Chat rooms • Blogs
- 12. MODELS STAGES
- 13. Identify target audience Determine objectives Design communications Select channels Establish budget Decide on media mix Measure results/ manage IMC
- 14. Category Need Brand Awareness Brand Attitude Purchase Intention
- 15. • Message strategy • Creative strategy • Message source • Global adaptation
- 16. • Informational and transformational appeals • Positive and negative appeals • Fear • Guilt • Shame • Humor • Love • Pride • Joy
- 17. Celebrity Characteristics • Expertise • Trustworthiness • Likeability
- 18. Advocate channels • Personal channels Expert channels Social channels Media • Non-personal channels Sales Promotion Events and Experiences Public Relations • Integration of channels Brand Signature Media Interactions Ad retrieval Cues
- 19. Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message.
- 20. Awareness Interest Desire Action Very Very Somewhat Not Advertising effective effective effective effective Public Very Very Very Not Relations effective effective effective effective Sales Somewhat Somewhat Very Very Promotion effective effective effective effective Personal Somewhat Very Very Somewhat Selling effective effective effective effective