IMC is a management concept that is designed to make all aspects of marketing communication work together as a unified force, rather than permitting each to work in isolation. The marketing communications mix includes many different elements, and the following list is by no means conclusive. It is recognised that there is some cross over between individual elements (e.g. Is donating computers to schools, by asking shoppers to collect vouchers, Public Relations or sales promotion)
IMC is a management concept that is designed to make all aspects of marketing communication work together as a unified force, rather than permitting each to work in isolation. The marketing communications mix includes many different elements, and the following list is by no means conclusive. It is recognised that there is some cross over between individual elements (e.g. Is donating computers to schools, by asking shoppers to collect vouchers, Public Relations or sales promotion)
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IMC is a management concept that is designed to make all aspects of marketing communication work together as a unified force, rather than permitting each to work in isolation. The marketing communications mix includes many different elements, and the following list is by no means conclusive. It is recognised that there is some cross over between individual elements (e.g. Is donating computers to schools, by asking shoppers to collect vouchers, Public Relations or sales promotion)
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Attribution Non-Commercial (BY-NC)
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Baixe no formato DOCX, PDF, TXT ou leia online no Scribd
Price cue is defined as any marketing tactic used to
persuade customers that prices offer good value IMC is a management concept that is designed compared to competitors’ prices, past prices or future to make all aspects of marketing communication such prices. as advertising, sales promotion, public relations, and IMC see the elements of the communications direct marketing work together as a unified force, mix 'integrated' into a coherent whole. This is known rather than permitting each to work in isolation. as the marketing communications mix, and forms the Marketing communications has a mix. basis of a marketing communications campaign. Elements of the mix are blended in different quantities in a campaign. The marketing communications mix includes many different elements, and the following list is by no means conclusive. It is recognised that there is some cross over between individual elements Promotion (e.g. Is donating computers to schools, by asking Promotion is a form of corporate shoppers to collect vouchers, public relations or sales communication that uses various methods to reach a promotion?) targeted audience with a certain message in order to The Marketing Communications Mix: achieve specific organizational objectives. Generally, 1. Personal Selling : Personal selling occurs where an promotion is communicating with the public in an individual salesperson sells a product, service or attempt to influence them toward buying your products solution to a client. Salespeople match the benefits of and/or services. their offering to the specific needs of a client. Today, Promotion vs. advertising? Promotion is the personal selling involves the development of broader, all inclusive term. Advertising is just one longstanding client relationships. specific action you could take to promote your product 2. Sales Promotion : Sales promotion is any initiative or service. Promotion, as a general term, includes all undertaken by an organisation to promote an increase the ways available to make a product and/or service in sales, usage or trial of a product or service (i.e. known to and purchased by customers and clients. initiatives that are not covered by the other elements of The word promotion is also used specifically to refer the marketing communications or promotions mix). to a particular activity that is intended to promote the Sales promotions are varied. business, product or service. A store might advertise 3. Public Relations (PR) : Public Relations (PR) are that it's having a big promotion on certain items, for any purposeful communications between an instance, or a business person may refer to an ad as a organisation and its publics that aim to generate promotion. goodwill. Publics, put simply, are its stakeholders. PR Types of Promotion Objectives : is proactive and future orientated, and has the goal of Build Awareness – New products and new building and maintaining a positive perception of an companies are often unknown to a market, which organisation in the mind of its publics. This is often means initial promotional efforts must focus on referred to as goodwill. establishing an identity. In this situation the marketer 4. Direct Marketing: Direct marketing is a channel must focus promotion to: 1) effectively reach free approach to distribution and/or marketing customers, and 2) tell the market who they are and communications. So a company may have a strategy of what they have to offer. dealing with its customers 'directly,' for example banks Create Interest – Moving a customer from awareness (such as CityBank) or computer manufacturers (such of a product to making a purchase can present a as Dell). significant challenge.. 5. Advertising : Advertising is an important element Provide Information – Some promotion is designed of the marketing communications mix. Put simply, to assist customers in the search stage of the advertising directs a message at large numbers of purchasing process. people with a single communication. It is a mass Stimulate Demand – The right promotion can drive medium. customers to make a purchase. In the case of products 6. Internet Marketing and Promotion: There are that a customer has not previously purchased or has increasing in the popularity of website by looking not purchased in a long time, the promotional efforts at external sources of Internet Advertising. For may be directed at getting the customer to try the example-Pay-Per-Click Advertising product. Reinforce the Brand – Once a purchase is 7. Brands and Branding : Branding is a strategy that made, a marketer can use promotion to help build a is used by marketers. Pickton and Broderick (2001) strong relationship that can lead to the purchaser describe branding as Strategy to differentiate products becoming a loyal customer. and companies, and to build economic value for both the consumer and the brand owner. Brand occupies space in the perception of the consumer, and is what results from the totality of what the consumer takes Advertising into consideration before making a purchase decision. The activity of attracting public attention to a So branding is a strategy, and brand is what has product or business, as by paid announcements in the meaning to the consumer. print, broadcast, or electronic media. Description or presentation of a product, idea, internet, (4) hotspot to click. or organization, in order to induce individuals tobuy, Most retail sale advertisements are direct response ads support, or approve of it. Advertising is bringing a in one way or the other. product (or service) to the attention of potential and AIDA advertisement : Popular for over a hundred current customers. Advertising is focused on one years as a advertisement tool, AIDA stands for particular product or service. Thus, an advertising plan Attention, Interest, Desire and Action as for one product might be very different than that for the names for steps to be taken in sequence in a another product. Advertising is typically done with advertisement process. The salesperson must signs, brochures, commercials, direct mailings or e- (1) first make the prospect aware of the product, (2) mail messages, personal contact, etc. foster any interest shown, (3)stimulate the desire Thus, great advertisements are those that are: 1. to buy and possess the product and, finally, (4) Strategically sound, 2. Have an original creative encourage action to purchase. concept, 3. Use exactly the right execution for the Developing an Advertising Compaign : Here are message eight steps you can follow to keep your advertising Characteristics of successful advertising: 1. campaign on track and successful: Successful Ads are Highly Targeted, 2. Successful Ads Market research: Before you even start thinking Solve a Problem, 3. Successful Ads are Unique, 4. about where you might want to place an ad or even Successful Ads Cause The Audience to Act what it could look like, it’s important to do at least An advertising objective is a specific communication some basic research. Budgeting: Your business task to be achieved with a specific target audience probably has a set advertising budget for the year — during a specified period of time. Advertising but how do you divvy it up between your various objectives fall into three main categories: (a) advertising projects? For each project you’re planning, To inform - e.g. tell customers about a new product. you need to be clear on just how much money you’re (b) To persuade - e.g. encourage customers to switch willing to spend. to a different brand (c) To remind - e.g. remind buyers Setting goals: The aims you have in mind for a where to find a product particular advertising project need to be written down SMART Objectives : SMART is an acronym that can ahead of time. While it’s good to be ambitious, it’s be used to help ensure that effective objectives or goals also important to decide what constitutes a successful are set. advertising campaign for your business. Specific- Specific objectives are clear and well- Advertising venue: The website, tv station, defined. This helps both the performer and the newspaper, radio station, magazine or other advertising manager, as the performer knows what is expected of venue you place your ad with is a crucial decision. them and the manager is able to monitor and assess You’ll need to look at not only the cost of your actual performance against the specific objectives. preferred venues but also whether they reach your Measurable- Progress towards objectives often need target demographic. to be to be monitored whilst work is under way. It is Choosing creative’s: Unless you’re planning to write, also very useful to know when that work has been shoot and design every part of your ad, you’ll probably done and the objectives are completed. A measurable need to bring in some help. objective achieves this end. Design and wording: While you may not have a lot of Achievable- Achievable objectives ensure that actual writing and designing to do for your ad, during everything is in place and that if the person does not the creation process you will need to review and sign reach the goals they cannot reasonably point the finger off on different stages of the project.. elsewhere. Placing the ad: Once you have a finished ad in hand, Relevant- Objectives should also add useful value it’s time to actually place it with your preferred within the context where they are being set, being advertising venue. You may have a few contracts to aligned with strategies and higher goals. sign and a check to hand over. Evaluation: Depending Timely- Descriptions of objectives should also include on your ad, how you evaluate it can vary. If it included timescales of what is required by when. This may also a coupon, for instance, you can simply count how include details of delivery, stating (if relevant) where many customers brought in the coupon. objectives are to be completed. Corporate advertising : Advertising that is more public relations than sales promotion. Its objective is to build a firm's corporate image, reputation, and name-awareness among the general public or within an industry. See Communication Process : also institutional advertising. Communication is a process of exchanging Direct response advertising : Promotional method in verbal and non verbal messages. It is a continuous which a prospective customer is urged to respond process. Pre-requisite of communication is a message. immediately and directly to the advertiser, through the This message must be conveyed through some medium use of a 'device' provided in the advertisement. to the recipient. It is essential that this message must These devices (called direct response mechanisms) incl be understood by the recipient in same terms as ude a (1) coupon to cut and mail, (2) business reply intended by the sender. He must respond within a time card, (3) toll-free telephone number, or, on the frame. Thus, communication is a two way process and is incomplete without a feedback from the recipient to the sender on how well the message is understood by him. The main components of communication process are as follows:
1. Context - Every communication proceeds
with context. The sender chooses the message to communicate within a context. 2. Sender / Encoder - Sender / Encoder is a person who sends the message. A sender makes use of symbols (words or graphic or visual aids) to convey the message and produce the required response. For instance - a training manager conducting training for new batch of employees. Sender may be an individual or a group or an organization. 3. Message - Message is a key idea that the sender wants to communicate. It is a sign that elicits the response of recipient. Communication process begins with deciding about the message to be conveyed. It must be ensured that the main objective of the message is clear. 4. Medium - Medium is a means used to exchange / transmit the message. The sender must choose an appropriate medium for transmitting the message else the message might not be conveyed to the desired recipients. 5. Recipient / Decoder - Recipient / Decoder is a person for whom the message is intended / aimed / targeted. The degree to which the decoder understands the message is dependent upon various factors such as knowledge of recipient, their responsiveness to the message, and the reliance of encoder on decoder. 6. Feedback - Feedback is the main component of communication process as it permits the sender to analyze the efficacy of the message. It helps the sender in confirming the correct interpretation of message by the decoder.