INTEGRATED MARKETING COMMUNICATION (IMC)

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INTEGRATED MARKETING COMMUNICATION (IMC) by Mind Map: INTEGRATED MARKETING COMMUNICATION (IMC)

1. Despite a number of valid criticisms, marketing communications provide socially important messages, are important to businesses, and contain economic importance. As with every communication in society, it is important to consider how promotion is used rather than whether it is used at all

2. Marketers may choose among several methods for determining promotional budgets, including percentage-of-sales,fixed-sum-per-unit, meeting competition, or task-objective, which is considered the most flexible and most effective. Today, marketers use either direct sales results tests or indirect evaluation to measure effectiveness. Both methods have their benefits and drawbacks because of the difficulty of controlling variables

3. DEFINITION

3.1. Coordination of all promotional activites to produce a unified, customer-focused promotional message. Developing an optimal promotional mix involves selecting the personal and nonpersonal selling strategies that will work best to deliver the overall marketing message as defined by IMC.

4. THE VALUE OF MARKETING COMMUNICATION

5. THE MAJOR ALTERNATIVE PROMOTIONAL STRATEGIES

5.1. PUSHING STRATEGIES

5.1.1. Marketers attempt to promote the product to channel members rather than final users. To do this, they rely heavily on personal selling

5.2. PULLING STRATEGIES

5.2.1. Marketers attempt to stimulate final-user demand, which then exerts pressure on the distribution channel

6. IMPORTANCE OF TEAMWORK IN ACHIEVING A SUCCESSFUL IMC EFFORT

6.1. Everyone involved in every aspect of promotion-public relations,advertising,personal selling, and sales promotion-function as a team. This way, they save time,money and effort. They avoid duplication of efforts,increasing marketing effectiveness and reducing cost.

7. COMMUNICATION PROCESS

7.1. SENDERS ->ENCODING -> CHANNEL ->DECODING ->RESPONSE-> FEEDBACK

7.2. 3 TASKS FOR EFFECTIVE MESSAGE ACCOMPLISHES RELATED TO AIDA(Attention-interest-desire-action) CONCEPT

7.2.1. It gains the receiver's attention

7.2.2. It achieves understanding by both receiver and sender

7.2.2.1. The promotional message must gain the potential consumer's attention.It then seeks to arouse interest in the good or service.Then,it stimulates desire by convincing the would-be buyer of the product's ability to satisfy his or her needs.Finally, sales promotion technique attempt to produce action in the form of the purchase or a more favorable attitude that may lead to future purchases

7.2.3. It stimulates the receiver's needs and suggests an appropriate method of satisfying them.

8. PROMOTIONAL MIX RELATED TO THE OBJECTIVES OF PROMOTION

8.1. The objective of promotion are to provide information,stimulate demand,differentiate a product, accentuate the value of a product, and stabilize sales. The promotional mix, which is the blend message. The marketer sends the promotional message, and the consumer receives and responds to it via communication process

8.1.1. 5 OBJECTIVES OF PROMOTION

8.1.1.1. 1. Accentuate a product's value

8.1.1.2. 2.Provide information to consumers and others.

8.1.1.3. 3. Differentiate a product

8.1.1.4. 4. Stabilize sales

8.1.1.5. 5.Increase demand

9. DIFFERENT ELEMENTS OF THE PROMOTIONAL MIX and HOW MARKETERS DEVELOP AN OPTIMAL PROMOTIONAL MIX

9.1. The different elements are personal selling and non personal selling (advertising, product placement, sales promotion, direct marketing, and public relations).

9.2. Marketers develop the optimal mix by considering the nature of the market, the nature of the product, the stage in the product life cycle,price and funds available for promotion

10. THE ROLE OF SPONSORSHIPS and DIRECT MARKETING IN IMC.

10.1. Sponsorship, which occurs when an organization provides money or in-kind resources to an event or activity in exchange for a direct association with the event or activity, has become a hot trend in promotion. The sponsor purchases access to an activity's audience and the image associated with the activity, both of which contribute to the overall promotional message being delivered by a firm

10.2. Direct, marketing involves direct communication between a seller and a B2B or final customer.It includes such promotional methods as telemarketing, direct mail, direct-response advertising and infomercials on TV and radio, direct-responses print advertising, and electronic media.

11. MARKETERS BUDGET FOR AND MEASURE THE EFFECTIVENESS OF PROMOTION