Intergrated Marketing Communication (IMC)

1. IMC means integrating all the promotional tools, so that they work together in harmony

2. Important of teamwork -it need everyone involve in every promotion to function as a team -Involves both in-house resources and outside vendors

3. Pulling and Pushing Prmotional Strategies

3.1. Pulling strategy -seller stimulated final demand, which exerts pressure on the distribution channel

3.2. Pushing strategy -seller direct to member of the marketing channel rather than final users

4. Promotio Mix -subset of the marketing mix in which marketers attempt to achiecve the optimal blending of the emlements of personal and nonpersonal selling to achieve promotional objectives

4.1. Personal Selling -a seller prmotional presentation conducte on a person-to-person basis with the buyer -Oldest form of promotion

4.2. Nonpersonal Selling -Advertising -product placement -sales promotion -Direct Marketing -Public relations -Publicity -Guerrilla marketing

5. Economic Importance -provides employment -increase unit sold -subsudizes information

6. Measuring Online Promotion

6.1. Cost per impression relates the cost of to every thousand people who view it

6.2. Cost per response -relates the cost of the number of people who click it

6.3. Conversion rate -percentage of visitors to a Web site who make a purchase

7. Measuring the effectiveness of promotion

7.1. Direct sales results test -based on the specific impact on sales revenue for each dollar of promotional spending

7.2. Indirect evaluation -concentrating on quantifiable indicators of effectiveness

8. Factors affecting Choice in Promotional Mix

8.1. Nature of the Market -market's target audience -type of customer -personal selling can be highly effective if the market has a limited number of buyers

8.2. Nature of the Product -highly standardized products with minimal servicing requirements depend less on personal selling -consumer product more rely on advertising than business products -personnel selling is important for shopping products

8.3. Stage in the product Lifecycle -Inrtoduction-non personal and personal selling -growth and maturity- advertising and personal selling -Maturity and early- reduction in adverdising and sales prmotion

8.4. Price -advertising dominates for low-unit-value product -involves high per-contact costs

9. The Communication process -sender -encoding message -message channel -decoding Message -channel

10. Databases in Effective IMC programs -Internet helps collect information faster and easier -Direct sampling is frequently used method to obtain customer opinions

11. Sponsorship -organizations provide money or in kind resources to an event in exchange for a direct association

11.1. Sponsor Purchases -access to the event audience -the image associated with the activity

11.2. How sponsership differs from advertising -cost-effectiveness -sponsor's degree f control versus that of adverdising nature of the message -audience reaction

12. Direct Marketing -helps increase store trafflic -promote goals beyond creating product awareness -databases are importnat tool

13. Direct Mail -many forms-sales letters, postcards, brouchures, booklets, catologs

13.1. Advantages -send message quicly choose from various form -Provide complete information -do not compete for attention

13.2. Disadvantages -per-reader cost is high effectiveness depends on the quality of the ,ailing list

14. Telemarketing -direct marketing conducted by telephone and it can be classify as either outbond or inbound contacts

14.1. Outbound -involves a sales force that contacts customers, reducing the cost of personal visits

14.2. Inbound -invoves customer initiating the call, usually through a toll-free number

15. Prmotional Budget Determination

15.1. Percentage of sales method -it sset as a specified percentage

15.2. Fixed sum per unit method -set as a predetermined dollar amount for each unit sold or produced

15.3. Meeting competition method -it set to match competitor's prmotional outlays

15.4. Task objective method -the amount of prmotional spending needed to achieve them is determined.

16. Promotion is often a target of criticism -waste of resources -convinces consumer to buy product thy don't need or cant afford -new form of promotion aren't recognizable