INTEGRATED MARKETING COMMUNICATION (IMC)

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

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. THE COMMUNICATION PROCESS

2.1. Encoding

2.2. Decoding

2.3. Feedback

2.4. Noise

2.5. Channel

3. OBJECTIVES OF PROMOTION

3.1. Provide Information

3.2. Increase Demand

3.3. Differentiate The Product

3.4. Accentuate a product's value

3.5. Stabilize Sales

4. IMPORTANCE OF TEAMWORK

4.1. -Successful implementation of IMC requires everyone involved in every aspect of promotion to function as a team. -Save money -Save time

5. MEASURING THE EFFECTIVENESS OF PROMOTION

5.1. Direct sales results test

5.2. Indirect evaluation

6. ELEMENTS OF THE PROMOTIONAL MIX

6.1. Personal selling

6.2. Nonpersonal selling

6.2.1. Product Placement

6.2.2. Sales promotion

6.2.3. Guerilla Marketing

6.2.4. Public relations and publicity

6.2.5. Advertising

6.2.6. Direct marketing

7. PULLING & PUSHING PROMOTION STRATEGIES

7.1. Pulling

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

7.2. Pushing

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

8. SPONSORSHIPS

8.1. Organizations provide money or in-kind resources to an event or activity in exchange for a direct association with that event or activity

8.2. Sponsorship spending

8.3. Growth of sponsorships

8.4. How sponsorship differs from advertising

9. MEASURING ONLINE PROMOTIONS

9.1. Conversion rate

9.2. Cost per impression

9.3. Cost per response

10. VALUE OF MARKETING COMMUNICATION

10.1. Social importance

10.2. Economic Importance

10.3. Business Importance

11. DIRECT MARKETING

11.1. Communication Channel

11.2. Electronic Direct Marketing Channels

11.3. Telemarketing

11.4. Other Channels