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

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

“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
• 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
•Physical Evidence
•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
-Slice of life
-Right sell/ Straight Sell

Combination of above