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Integrated Marketing

Communications

Chapter 12

with Duane Weaver

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OUTLIN

IMC De"ined

#ements o" Marketing Communications

Need "or IMC $romotion Mi% &trategies

'dvertising

&a#es $romotion

$ersona# &e##ing D(M )Direct (espone Marketing*

$( )$u+#ic (e#ations*

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IMC De"ined

Integrated Marketing

Communications )IMC*,

-is the coordination and integration o"a## marketing communications too#s.

avenues. and sources within a compan/

into a seam#ess program that ma%imi0es

the impact on consumer and other end

users at a minima# cost12

C#ow and 3aack. 2445. p6

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#ements o" Marketing

Communications 'dvertising

&a#es $romotion

$ersona# &e##ing

D(M )Direct (esponse Marketing*

$( )$u+#ic (e#ations*

We wi## cover these in more detai#7

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Need "or IMC

Market "ragmentation has resu#ted inmedia "ragmentation

'#ternative media channe#s a+ound

)eg mags. cd cata#ogues. internet sites.kiosks7*

'## messages seen as one sing#e messageto consumer

NOT, IMC +ui#ds a strong +rand identit/ inthe marketp#ace +/ t/ing together andrein"orcing a## /our images and messages

)'rmstrong et a#. 2448. p584*

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$romotion Mi%

&trategies $U&9 vs $ULL

$U&9$roducer marketing activities to (etai#ers and

Who#esa#ers who rese## to Consumers

$ersona# se##ing. trade promotion +/ producer andpersona# se##ing. advertising and sa#es promotion+/ who#esa#er:retai#er7

$ULL$roducer marketing activities directed at

consumer to create demand "rom retai#ers andwho#esa#ers that then creates demand "romproducer

Consumer advertising. sa#es promotion7

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'dvertising

Mass media advertising reaches #argenum+ers geographica##/ dispersed at #owcost per e%posure with a+i#it/ to repeat

message with "re;uenc/

$(OC&&,1 &et o+

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&a#es $romotion

&hort term incentives designed +/marketers "or the purpose o" encouragingthe purchase o" a product

Consumer promo too#s, &amp#es. coupons. re+ates. price packs.

premiums. ad specia#ties. #o/a#t/ programs. point=o"=purchase disp#a/s:demos. and

contests:sweepstakes

3usiness promo too#s, conventions:trade shows and sa#es contests

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$ersona# &e##ing

Invo#ves two wa/ persona#communications )compared to other IMCtoo#s that are one=wa/ impersona#*

Organi0ation, Territoria#. $roduct. Customer t/pes. Outside vs

inside sa#es. and team se##ing

$rocess, $rospect. pre=approach. approach. present.

hand#e o+

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D(M )Direct (espone

Marketing* Mass media marketing in a one=

to=one manner

(e;uires Data+ase

@orms, Te#emarketing

Direct Mai#

Cata#ogue Marketing

Direct (esponse TA )order now*

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$( )$u+#ic (e#ations*

$urpose is not to communicate to themarket a+out products +ut rather tocommunicate to the compan/Bs pu+#ics

a+out the compan/ itse#" @unctions,

$ress re#ations

$roduct $u+#icit/

$u+#ic '""airs

Lo++/ing Investor (e#ations

Deve#opment )"inancia# or vo#unteer support*

Crisis management

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Thank ou