Intergrated Marketing Communication (IMC)

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Intergrated Marketing Communication (IMC) by Mind Map: Intergrated Marketing Communication (IMC)

1. Defenation

1.1. is the the process of coordinating all this activity across different communication methods.

2. Important of teamwork

2.1. -must be present a consistent,coordinated promotional effort at every point of customer contact with the organization.

2.2. -save time,money,and effort.

3. Role of Databases in Effective IMC Programs

3.1. -internet helps collect information faster and easier

3.2. -direct sampling its frequently used method to obtain customer opinions

4. The Communication Process

4.1. 1. marketing manager

4.2. 2.transmits messages such as sales presentations,ads,displays,direct email,publicity releases

4.3. 3. Delivers message via salesperson,print and electronic advertising media,public relations

4.4. 4.Receiver or customer interprets message

4.5. 5. Receiver or customer makes decision

4.6. 6. Customer responses,market research,market share changes,field sales reports

5. Objectives of Promotion

5.1. 1. Provide information

5.2. 2. Increase demand

5.3. 3. Differentiate a product

5.4. 4. Accentuate a product's value

5.5. 5. Stabilize sales

6. Elements of The Promotion Mix

6.1. -Subset of the marketing mix in which marketers attempt to achieve the optimal blending of the elements of personal and non-personal selling to achieve promotional objectives.

6.2. Personal Selling

6.2.1. - Interpersonal influence process involving a seller's promotional presentation conducted on a person-to-person basis with the buyer.

6.3. Non-personal Selling

6.3.1. Promotions that includes advertising, sales promotion, direct marketing, guerilla marketing, and public relations-all conducted without being face-to-face with the buyer.

6.3.2. 1. Avertising

6.3.3. 2. Product Placement

6.3.4. 3. Sales Promotion

6.3.5. 4. Direct Marketing

6.3.6. 5. Public Relations and Publicity

6.3.7. 6. Guerilla Marketing

7. Sposorships

7.1. - event/sponsor relationship in which an organization provides funds or in-kind resources to an event or activity in exchanges for a direct association with that even or activity.

7.2. 1. Sponsorship spending

7.3. 2. Growth Of Sponsorships

7.4. 3. How Sponsorship Differs From Advertising

7.5. 4. Assessing Sponsorship Results

8. Direct Marketing

8.1. Direct Marketing Communications Channels

8.1.1. 1. Direct Mail

8.1.2. 2. Catalogs

8.1.3. 3. Telemarketing

8.1.4. 4. Direct marketing Via Broadcast Channels

8.1.5. 5. Electronic Direct Marketing Channels

8.1.6. 6. Other Direct Marketing Channels

9. Developing An Optimal Promotional Mix

9.1. 1. Nature Of The Market

9.2. 2. Nature Of The Product

9.3. 3. Stage In the Product Life Cycle

9.4. 4. Price

9.5. 5. Funds Available For Promotion

10. Pulling And Pushing Promotional Strategies

10.1. 1. Pulling strategy

10.1.1. -Promotional effort by the seller to stimulate final-user demand, which then exerts pressure on the distribution channel

10.2. 2. Pushing strategy

10.2.1. -Promotional effort by the seller directed to members of the marketing channel rather than final users.

11. Budgeting For Promotional Strategy

11.1. 1. percentage-of-sales method

11.2. 2. fixed-sum-per-unit method

11.3. 3. meeting competition

11.4. 4. task-objective method

12. Measuring The Effectiveness Of Promotion

12.1. 1. measuring online promotions

12.1.1. -cost per impression

12.1.2. -cost per response

13. The Value Of Marketing Communications

13.1. 1. Social Importance

13.2. 2. Business Importance

13.3. 3. Economic Importance