Integrated Marketing Communications

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Integrated Marketing Communications by Mind Map: Integrated Marketing Communications

1. Measuring the effectiveness of promotion

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

1.2. Indirect evaluation -concentrating on quantifiable indicators of effectiveness such as recall and readership

2. Pulling and pushing promotional strategies

2.1. Pulling strategy -promotional effort by the seller to stimulate final-user demand, which then exerts pressure on the distribution channl Pushing strategy -promotional effort by the seller directed to members of the marketing channel rather than final users

3. Stage in the product lifecycle

3.1. Introduction -nonpersonal and personal selling

3.2. Growth and maturity -advertising and personal selling

3.3. Maturity and early -reduction in advertising and sales promotion

4. Telemarketing -direct marketing conducted entirely by telephone, and it can be classified as either outbound or inbound contacts -for outbound, involves a sales force that contacts customers, reducing the cost of personal visits -for inbound, it involves a customer initiating the call, usually through a toll-free number

5. Direct mail -many forms like sales letters, postcards, brochures, booklets, catalogs, house organs, and DVDs

6. Direct marketing -helps increase store traffic -opens new international markets of unprecedented size

7. Sponsorships -organizations provide money or in-kind resources to an event or activity in exchange for a direct association with that event or activity

8. Promotional mix

8.1. Personal selling -a seller's promotional presentation conducted on a person-to-person basis with the buyer

8.2. Nonpersonal selling -advertising -product placement -sales promotion -direct marketing -public relations -publicity

9. Objectives of promotion

9.1. Provide information -goal is to inform the market about the availability of a product

9.1.1. Increase demand -may increase primary demand-the desire for a general product category -may increase selective demand-the desire for a specific brand

9.2. Differentiate the product -occurs when consumers regard a firm's products as different in some way from those of competitors

9.2.1. Accentuate the product's value -greater value helps justify a higher price in the marketplace -marketers must choose their words wisely when creating messages that accentuate their products's value

10. What is IMC?

10.1. -Consumers receive many marketing messages all the day

10.2. -Integrating all the promotion tools, so that they work together in harmony

11. Importance of teamwork

11.1. -successful implementation of IMC requires everyone involved in every aspect of promotion to function as a team

11.2. -teamwork involves both in-house resources and outside vendors

11.3. -IMC challenges the traditional role of the outside advertising agency

12. Communication process

12.1. Sender -seeks to convey a message to the receiver

12.2. Message -communication of information, advice, or a request by the sender to the receiver -the receiver decodes, or interprets, the message and sends feedback

12.3. Encoding -translating a message into understandable terms

12.4. Decoding -receiver's interpretation of a message

12.5. Feedback -receiver's response to a message

12.6. Noise -any stimulus that distracts a receiver from receiving a message

12.7. Channel -medium through which a message is delivered