Amimc i 1 Advt Imc 25

8/2/2019 Amimc i 1 Advt Imc 25

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ADVERTISING MANAGEMENT &INTEGRATED MARKETING

COMMUNICATION

Introductory Perspective


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PROMOTION

The communications process inmarketing that is used to create afavorable predisposition toward abrand


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PROMOTIONAL MIX

A blend of communication toolsused by a firm to carry out thepromotion process and tocommunicate directly with targetmarkets.


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INTEGRATED MARKETING COMMUNICATIONS

The process of using promotionaltools in a unified way so that asynergistic communications effectis created


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PROMOTION PROMOTIONAL MIX I M C

MANAGEMENTTOOLSPROCESS


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ADVERTISING

Paid, mass-mediated attempt to persuade.It is a complex system of strategicplanning, creative genius and precisionexecution


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SALES PROMOTION

The use of incentives to generate specificand short-term response from the buyerin the target market and simultaneouslyenhance dealer effectiveness


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DIRECT MARKETING

An interactive system of marketingthat uses one or more advertisingmedia to effect a measurableresponse and/or transaction at anylocation


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E - commerce

Business conducted between buyersand sellers using electronic exchangemedia


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SPONSORSHIP

Funding an event, a charitablecause, or creating an event tohighlight a firms brand to aspecific target audience


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POINTOFPURCHASE

Materials used in the retail setting toattract shoppers attention to acompanys brand


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SUPPORTIVE COMMUNICATIONS

The variety of ways a marketercommunicates to a target audience, outsideof mainstream media or electroniccommunications

Directories

Brochures

Specialty items


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PUBLIC RELATIONS

The company focus on communicationthat can foster goodwill between afirm and its many constituent groups,through effective use of the media


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PROMOTION IN MARKETING STRATEGY

Marketing strategy decisions related tobranding include:

Managing old and new brands

Pricing brands Promoting brands

Distributing brands


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PROMOTION IN MARKETING STRATEGY

Three decision-making aspects of branding

Creating the marketing mix Achieving effective

segmentation

product differentiation positioning

Enhancing revenue and profits


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PROMOTION IN THE MARKETING MIX

Conception

Pricing

Promotion

Distribution


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THE MARKETING MIX

1. BRAND

Information and persuasion

New brand introduction

Brand extensions Consumer Loyalty

Trade Loyalty


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THE MARKETING MIX

3. DISTRIBUTION Consumer access

Securing trade distribution


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WHY IS I M C IMPORTANT?

1. MEDIA FRAGMENTATION

Proliferation of options

Airports

Supermarkets

Print media

Event sponsorship Direct marketing

Etc


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2. SOPHISTICATED DATABASE

TECHNOLOGY

Generate, Collate and Manage the database Mass media loses importance

Accurately identify and target specific

segments like

DINKS

Self Employed Professionals


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3. CONSUMER EMPOWERMENT

Single person household

Smaller family

Higher education level Skeptical of commercial messages

Tailored information demand


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4. INCREASED CLUTTER TV commercial breaks sometimes

have more than 15 messages

Effectiveness diluted

Consumers getting jaded


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5. SHIFTING CHANNEL POWER

Power of retailer is now undisputed

Advertising funds diverted to in-storedisplays, special events etc


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6. GREATER ACCOUNTABILITY

Direct marketing and sales promotionare easier to measure

IMC is the magic bullet to gaincompetitive advantage


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THE PARTICIPANTS

IMC MANAGEMENT

ADVER

TISING

SPONS

ORSHIP

INTERNE

TUSAGE

DIRECTMA

RKETING

SALES

PR

OMOTION

PUBLICR

ELATIONS

PERSONAL

SELLING

Documents

Amimc i 1 Advt Imc 25