INTEGRATED MARKETING COMMUNICATION (IMC)
by Chia Huey Tung
1. IMC is a simple concept. It ensures that all forms of communications and messages are carefully linked together. At its most basic level, means integrating all the promotional tools, so that they work together in harmony.
2. OBJECTIVES OF PROMOTION
2.1. Provide Information
2.2. Increase Demand
2.3. Differentiate The Product
2.4. Accentuate a product's value
2.5. Stabilize Sales
3. IMPORTANCE OF TEAMWORK
3.1. -Successful implementation of IMC requires everyone involved in every aspect of promotion to function as a team. -Save money -Save time
4. MEASURING THE EFFECTIVENESS OF PROMOTION
4.1. Direct sales results test
4.2. Indirect evaluation
5. PULLING & PUSHING PROMOTION STRATEGIES
5.1. Pulling
5.1.1. Promotional effort by the seller to stimulate final-user demand, which then exerts pressure on the distribution channel
5.2. Pushing
5.2.1. Promotional effort by the seller directed to members of the marketing channel rather than final users
6. MEASURING ONLINE PROMOTIONS
6.1. Conversion rate
6.2. Cost per impression
6.3. Cost per response
7. DIRECT MARKETING
7.1. Communication Channel
7.2. Electronic Direct Marketing Channels
7.3. Telemarketing
7.4. Other Channels
8. THE COMMUNICATION PROCESS
8.1. Encoding
8.2. Decoding
8.3. Feedback
8.4. Noise
8.5. Channel
9. ELEMENTS OF THE PROMOTIONAL MIX
9.1. Personal selling
9.2. Nonpersonal selling
9.2.1. Product Placement
9.2.2. Sales promotion
9.2.3. Guerilla Marketing
9.2.4. Public relations and publicity
9.2.5. Advertising
9.2.6. Direct marketing