Unit 4 Individual Project

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Articulating the

Integrated Plan

The Integrated Marketing

Communication (IMC) Process

Dr. Gary S. White

Colorado Technical University

April 24, 2019 1

Promotion

Communication by

marketers that informs,

persuades, and reminds

potential buyers of a

product in order to

influence an opinion or

elicit a response.

Promotional Strategy

A plan for the optimal use

of the elements of

promotion:

Advertising

Public Relations

Personal Selling

Sales Promotion

The Role of Promotion

Overall Marketing Objectives

Marketing Mix

• Product

• Distribution

• Promotion

• Price

Target Market

Promotional Mix

•Advertising •Public Relations •Personal Selling •Sales Promotion

Promotion Plan

Differential Advantage

Unique Features

Excellent Service

Low Prices

Rapid Delivery

High Product Quality

Features that Provide Differential Advantage

Promotional Mix

Combination of promotion

tools used to reach the

target market and fulfill

the organization’s

overall goals.Advertising

Public Relations

Personal Selling

Sales Promotion

Promotional Mix

Advertising

Elements of the

Promotional Mix

Public Relations

Personal Selling

Sales Promotion

Advertising

Impersonal, one-way

mass communication

about a product or

organization that is

paid for by a marketer.

Advertising Media

Traditional Advertising Media

Electronic Advertising Media

▪ Television ▪ Radio ▪ Newspapers ▪ Magazines ▪ Books ▪ Direct mail ▪ Billboards ▪ Transit cards

▪ Internet ▪ Electronic mail ▪ Interactive video ▪ All of the forms we

discussed in the prior weekly chat

Advertising

Advantages

▪ Reach large number of people

▪ Low cost per contact

▪ Can be micro- targeted

Disadvantages

▪ Total cost is high

Public Relations

The marketing function that

evaluates public attitudes,

identifies areas within the

organization that the public

may be interested in, and

executes a program of action

to earn public understanding

and acceptance.

Public Relations

Evaluates public attitudes

Identifies areas of public interest

Executes programs to “win” public

Functions of

Public Relations

Publicity

Public information about a

company, good, or service

appearing in the mass media

as a news item.

Sales Promotion

Marketing activities--other

than personal selling,

advertising, and public

relations--that stimulate

consumer buying and

dealer effectiveness.

Sales Promotion

Free samples

Contests

Premiums

Trade Shows

Vacation Giveaways

Coupons

Popular Tools for

Consumer Sales Promotion

Personal Selling

Planned presentation to

one or more prospective

buyers for the purpose

of making a sale.

Personal Selling

Traditional Selling

Relationship Selling

Communication

The process by which we

exchange or share

meanings through a

common set of symbols.

Marketing Communication

Categories of Communication

Interpersonal Communication

Mass Communication

The Communication Process

As Senders As Receivers

▪ Inform

▪ Persuade

▪ Remind

▪ Develop messages

▪ Adapt messages

▪ Spot new communication opportunities

The Sender and Encoding

Sender

Encoding

The originator of the message in the

communication process.

The conversion of a sender’s ideas

and thoughts into a message, usually

in the form of words or signs.

The Communication Process

Noise

Sender Encoding Message

Message Channel

Decoding Message

Receiver

Characteristics of the Elements

in the Promotional Mix

Characteristics of Public Relations

Communication Mode

Communication Control

Feedback Amount

Feedback Speed

Message Flow Direction

Message Content Control

Sponsor Identification

Reaching Large Audience

Message Flexibility

Public Relations

Usually indirect, non-personal

Moderate to low

Little

Delayed

One-way

Usually fast

Usually no direct control

Characteristics of

Sales Promotion

Communication Mode

Communication Control

Feedback Amount

Feedback Speed

Message Flow Direction

Message Content Control

Sponsor Identification

Reaching Large Audience

Message Flexibility

Sales Promotion

Usually indirect and non-personal

Moderate to low

Little to moderate

Varies

Mostly one-way

Yes

Fast

Same message to varied target

Characteristics of Personal Selling

Communication Mode

Communication Control

Feedback Amount

Feedback Speed

Message Flow Direction

Message Content Control

Sponsor Identification

Reaching Large Audience

Message Flexibility

Personal Selling

Direct and face-to-face

High

Much

Immediate

Two-way

Yes

Slow

Tailored to prospect

Goals and Tasks of Promotion

Informing Reminding

Persuading

Target Audience

Goals and Tasks of Promotion

Informative Objective

▪ Increase awareness

▪ Explain how product works

▪ Suggest new uses

▪ Build company image

Goals and Tasks of Promotion

Persuasion Objective

▪ Encourage brand switching

▪ Change customers’ perception of product attributes

▪ Influence buying decision

▪ Persuade customers to call

Goals and Tasks of Promotion

Reminder Objective

▪ Remind customers that product may be needed

▪ Remind customers where to buy product

▪ Maintain customer awareness

The AIDA Concept

Model that outlines the

process for achieving

promotional goals in terms

of stages of consumer

involvement with the

message.

The AIDA Concept

Attention

Interest

Desire

Action

Factors Affecting the

Choice of Promotional Mix

Nature of the Product

Stage in PLC

Target Market Factors

Type of Buying Decision

Promotion Funds

Push or Pull Strategy

Integrated Marketing

Communications

A method of carefully

coordinating all

promotional activities to

produce a consistent,

unified message that is

customer focused.

IMC Popularity Growth

▪ Proliferation of thousands of

media choices

▪ Fragmentation of the mass market

▪ Slash of advertising spending in

favor of promotional techniques

Thank you for

attending!

QUESTIONS??