Introduction to IMC

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Information about Introduction to IMC

Published on March 7, 2014

Author: kumarprashantgupta


Integrated Marketing Communication { Prashant Kumar Gupta Jain College Of MBA & MCA

 Means by which the firms attempt to inform, persuade and remind customer, directly or indirectly about the products or brands they sell  It represents the voice of the brand Marketing Communication

Public Relation Advertising Personal Selling Direct Marketingthe Building good relations with Sales Promotion sales Use of mail, telephone, fax, e-mail or internet to Personal presentation by by obtaining Any paid various publics the firm’s company’s form of non-personal Short-term incentives to, encourage communicate directlybuildingsolicit with or force for the purpose of making sales favourable publicity up of a and the purchase or salefrom handling or of a specific product response goods or services by an or or dialoguecustomer good corporate image and ideas, and building presentation promotion service heading off unfavourable rumors, customer prospects relationship identified sponsor stories and events Marketing Communication Mix

Advertising Events & Experience Sales Promotion Personal Selling Consistent, clear and compelling company and brand message Direct Marketing Blending IMC mix Public Relations

Sender Encoding Message Decoding Media Noise Feedback Response Communication Process Receiver

Select Communication Channels Decide Media Mix 1. Personal Communication Design Communication Channel: Involves two or • Determining Communicationface or directly Advertising Target face to Objective more persons communicatingAudience Solves Identify three problems:-a need (Electric Cars) 1. Category Need: e-mail Marketing Budget Establish Create • over phone or Total Sales Promotion 1. Audience may Identify thetobuyers or category Message Strategy: What say 2. Brand Awareness:be potentialbrand in the current 1. Affordable Method a. Advocate Channels • Creative Strategy: say Public Relation How 2. MeasureChannelsand& Manage of Colgate) (Red Results Whiteproduct or service b. Social Of Sales Method packing IMC 2. a.Events Percentage Appeals: •They may be individuals, groups, special public Informational 3. Brand Attitude:ChannelsElaborates c. Expert Ability to meet current need (Positive 3. Competitive or negative oriented) Parity related benefits. • Non-Personal Communication Channel: Direct Marketing Method or Appeals: public. 2. b. TransformationalgeneralElaborates on non-product 4. Objective Selling Method 4. Brand Purchase Intention: (Promotional offers in form • Communicationor image Personal and Task related benefit of coupons) directed to two or more person including media, 3. Message Source: Who should say sales promotion, events and publicity Developing Effective Communication

• • • • • • • • • • Public RelationSelling Advertising Sales Promotion Personal & Publicity Direct Marketing Events and Experiences WhenPromotion tools like coupons, contests, etc. co-ordinated with other can be Can beeffective tool of selling at tools,stage ofvery Sales used to build a long term image Most later Directin reach geographically dispersed audience effective short run mail, Tele-marketing, internet marketing Affectively Used buying Advantages:Certainthree distinctive qualities:- budget Characteristics:Have forms of advertising require high Offer three qualities:1. following Characteristics:Has Relevant benefits:1. 1. 2. 1. 1. 2. 2. 3. 2. 3. 3. 3. Customised 1. High credibility Communication: Gain Involving Interaction attention Personal Persuasiveness Up-to-date 2. Dramatisation Incentive: Extra benefit Implicit (Soft Sell) Develops to catch buyers who avoid sales person, Amplified expressiveness Interactives 3. Ability relationship Invitation: Engage a transaction now Impersonality Response advertisements Characteristics Of Communication Mix

   Type of product market PLC Buyer Readiness Stage       Awareness Knowledge Liking Preference Conviction Purchase Factors in Setting MCM

  AIDA Model Hierarchy Of Effects Model Home-Work

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