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Introduction to IMC

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Introduction to IMC Powered By Docstoc
					Instructor: Asst. Prof. Asad Hassan Butt
Strategic Integrated
Marketing Communication
Theory and practice by Larry Percy (First Edition 2008)

Advertising & IMC: Principles & Practice by Wells, Moriarty and Mitchell
(9th edition)

Advertising and Promotion
An Integrated Marketing Communications Perspective (sixth edition)
By George E. Belch & Michael A. Belch

MARKETING COMMUNICATIONS Fourth edition
A European Perspective
Patrick De Pelsmacker
Maggie Geuens
Joeri Van den Bergh
•   Discuss the role of promotion in the marketing mix.
•   Discuss the elements of the promotional mix.
•   Describe the communication process.
•   Explain the goal and tasks of promotion.
•   Discuss the AIDA concept and its relationship to the
    promotional mix.
•   Explain the goal and tasks of promotion
•   Describe the factors that affect the promotional mix.
•   Discuss the concept of integrated marketing communications.
The specific mix of advertising, personal selling, sales promotion,
and public relations a company uses to pursue its advertising and
marketing objectives.

The concept under which a company carefully integrates and
coordinates its many communications channels to deliver a clear,
consistent, and compelling message about the organization and its
products.

“is the coordination and integration of all marketing
communications tools, avenues, and sources within a company into
a seamless program that maximizes the impact on consumer and
other end users at a minimal cost.”

IMC is coordinating all the promotional and other marketing
activities that communicate with a firm’s customers and other
stakeholders
• Increase Market Penetration
• Develop Repeat Purchase Behavior
• Establish Customer Relationships
• Increase Rate of Consumption
• Encourage Product Trial
• Stimulate Impulse Buying
• Stimulate Demand
• Differentiate the Product
• Establish a Product Image
• Influence Sales Volume
• Establish, Modify, or Reinforce Attitudes
• Develop Sales Leads
• Stimulate Interest
• Establish Understanding
• Build Support & Acceptance
•Product
•Price
•Place
•Promotion
•People
•Process
•Physical Evidence
•Advertising
•Personal Selling
•Direct Marketing
•Sales promotion
•Publicity and Public Relations
•Information or Rational Appeal
•Emotional Appeal
•Reminder strategy
•Teaser strategy
•Combination of Information or Emotional
-Humour                 - Animation
-Fantasy                - Celebrity
-Drama
-Slice of life
-Right sell/ Straight Sell
-Scientific
-Testimonial

Combination of above