INTEGRATED MARKETING COMMUNICATIONS

1. OBJECTIVE OF PROMOTION

1.1. Provide Information - the traditional function of promotion was to inform the market about the availability of a particular good of service.

1.2. Increase Demand - most promotions pursue the objective of increasing demand for a product. Some promotions are aimed at increasing primary demand.

1.3. Differentiate The Product - a frequent objective of the firm's promotional efforts is product differentiation.

1.4. Accentuate The Product's Value - promotion can explain the greater ownership utility of a product to buyers, thereby accentuating its value and justifying a higher price in the marketplace.

1.5. Stabilize Sales - for the typical firm, sales are not uniform throughout the year.

2. ELEMENTS OF THE PROMOTIONAL MIX

2.1. Personal selling - the oldest form of promotion, dating back as the beginning of trading and commerce.

2.2. Nonpersonal Selling - includes advertising, product placement, sales promotion, direct marketing, guerilla marketing, and public relations.

2.2.1. 1. Advertising

2.2.2. 2. Product Placement

2.2.3. 3. Sales Promotion

2.2.4. 4. Direct Marketing

2.2.5. 5. Public Relations and Publicity

2.2.6. 6. Guerilla Marketing

3. SPONSORSHIPS

3.1. Sponsorship Spending - global marketers have flocked to sponsorship as a means of reaching an increasingly segmented audience to leverage the equity of celebrities and sporting and entertainment events.

3.2. Growth of Sponsorships - commercial sponsorship of sporting and cultural events is not a new phenomenon.

3.3. Sponsorship Differs from Advertising - even through sponsorship spending and traditional advertising spending represent forms of nonpersonal selling, their differences outnumber their similarities.

3.4. Assessing Sponsorship Results - to assess the results of sponsorship, marketers utilize some of the same techniques by which they measure advertising affectiveness.

4. DEVELOPING AN OPTIMAL PROMOTIONAL MIX

4.1. Nature of The Market - the market's target audience has a major impact on the choice of a promotion method.

4.2. Nature of The Product - a second important factor in determining an effective promotional mix is the product itself.

4.3. Stage in The Product Life Cycle - the promotional mix must also be tailored to the product's stage in the product life cycle.

4.4. Price - the price of an item is the fourth factor that affects the choice of a promotional mix.

4.5. Funds Available for Promotion - a real barrier in implementing any promotional strategy is the size of the promotional budget.

5. BUDGETING FOR PROMOTIONAL STRATEGY

5.1. Differ not only in amount but also in composition.

6. INTEGRATED MARKETING COMMUNICATIONS

6.1. Importance of teamwork - IMC requires a big-picture view of promotion planning, a total strategy that includes all marketing activities, not just protion.

6.2. Role of Databases in Effective IMC Programs - with the explosive growth of the Internet during the past 10 years, marketers have been given the power to gather more information faster and to organize it more easily then ever before in history.

7. THE COMMUNICATION PROCESS

7.1. The sender acts as the source in the communication system as he or she seeks to convey a message (a communication of information, advice, or a receiver.

8. DIRECT MARKETING

8.1. Direct Marketing Communication Channels - direct marketing uses many different media forms.

8.2. Direct Mail - communication in the form of sales letters, postcards, brochures,catalogs, and the like conveying messages directly from the marketer to the customer.

8.3. Catalogs

8.4. Telemarketing - remains the most frequently used form of direct marketing.

8.5. Direct Marketing Via Broadcast Channels - can take three basic forms: brief direct-response ads on televiision or radio, home shopping channels, and infomercials.

8.6. Electronic Direct Marketing Channels - anyone who has ever logged on to the Web is abundantly aware of the growing number of commercial advertisement that now clutter their computer screen.

8.7. Other Direct Marketing Channels - print media like newspaper and magazines do not support direct marketing as effectively as do Web marketing and telemarketing.

9. PULLING AND PUSHING PROMOTIONAL STRATEGIES

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

10. MEASURING THE EFFECTIVENESS OF PROMOTION

10.1. Measuring Online Promotions

11. THE VALUE OF MARKETING COMMUNICATIONS

11.1. Social Importance - we live in a diverse society characterized by consumer segments with differing needs, wants, and aspirations.

11.2. Business Important - promotional strategy has become increasingly important to both large and small business enterprises.

11.3. Economic Importance - promotion has assumed a degree of economic importance if for no other reason than because it provides employment for millions of people.