INTEGRATED MARKETING COMMUNICATION

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INTEGRATED MARKETING COMMUNICATION by Mind Map: INTEGRATED MARKETING COMMUNICATION

1. 1) Integrated marketing communication

1.1. coordination of all promotional activities to produce a unified ,customer-focused promotional message

1.2. importance of teamwork

1.2.1. requires everyone involved in every aspect of promotion to function as a team

1.3. role of database in effective IMC program

1.3.1. allow companies to gather information faster and organize it easily

2. 2) The communication process

2.1. sender

2.1.1. seeks to convey a message to the receiver

2.2. message

2.2.1. communication of information , advice , or a request by the sender to the receiver

2.3. AIDA

2.3.1. dteps through which an individual reaches a purchase decision

2.4. encoding

2.4.1. translating a message into understandable terms

2.5. decoding

2.5.1. receiver's interpretation of a message

2.6. feedback

2.6.1. receiver's response to a message

2.7. channel

2.7.1. medium through which a message is deliver

3. 3) objective of promotion

3.1. provide information

3.1.1. goal is to inform the market about the availability of a product

3.2. increase demand

3.2.1. may increase primary demand

3.3. differentiate product

3.3.1. occurs when consumers regard a firm's products as different in some way from those of competitors

3.4. accentuate the product's value

3.4.1. greater value helps justify a higher price in the marketplace

3.5. stabilize sales

3.5.1. can stabilize market in demand

4. 4) elements of promotional mix

4.1. personal selling

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

4.2. non-personal selling

4.2.1. advertising

4.2.1.1. any paid , non-personal communication through various media about a business firm , not-for-profit organization product or idea by a sponsor identified in a message

4.2.2. product placement

4.2.2.1. marketers plays a motion picture or television program owner a fee to display his or her product prominently in the film or show

4.2.3. sales promotion

4.2.3.1. marketing activities that stimulate consumer purchasing and dealer effectiveness

4.2.4. direct marketing

4.2.4.1. use of a direct communication to a consumer or business recipient designed to generate a response

4.2.5. public relation

4.2.5.1. firm's communications and relationship with the various publics

4.2.6. publicity

4.2.6.1. non-personal stimulation of demand for a good , service , place , idea , person , or organization by unpaid placement of significant news regarding the product in a print or broadcast medium

4.2.7. guerrilla marketing

4.2.7.1. unconventional , innovative and low-coat technique to attract consumers' attention

5. 5) sponsoship

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

5.2. how sponsorship differs from advertising

5.2.1. cost-effectiveness

5.2.2. sponsor's degree of control versus that of advertising

5.2.3. nature of the message

5.2.4. audience reaction

6. 6) direct marketing

6.1. direct marketing communication channels

6.1.1. uses many different media forms

6.2. direct mail

6.2.1. communications in the form of sales letters , postcards , brochure , catalogs and the like conveying messages directly from the marketer to the customer

6.3. catalogs

6.3.1. catalogs fills many segments that can probably order just about anything

6.4. telemarketing

6.4.1. direct marketing conducted entirely by telephone and it can be classified as either outbound or inbound contacts

6.5. direct marketing via broadcast channel

6.5.1. briefs direct response advertisements on television or radio

6.6. electronic direct marketing channels

6.6.1. delivers data instantly at lower costs compared to traditional programs

6.7. other direct marketing channel

6.7.1. print media , magazines and kiosks

7. 7) developing an optimal promotional mix

7.1. nature of the market

7.1.1. market's target audience. personal selling can highly effective if the market has a limited number of buyers

7.2. nature of the product

7.2.1. highly standardized product with minimal servicing requirements depends less on personal selling

7.3. stage in the product lifecycle

7.3.1. introduction - nonpersonal and personal selling growth and maturity - advertising and personal selling maturity and early - reduction in advertising and sales promotion

7.4. price

7.4.1. advertising dominants for low-unit-value products

8. 8) pulling ad pushing promotional strategies

8.1. pulling strategy

8.1.1. promotional efforts by the seller to stimulate final-user demand , which then exerts pressure on the distribution channel

8.2. pushing strategy

8.2.1. promotional effort by the seller directed to members of the marketing channel rather than final users

9. 9) budgeting for promotional strategy

9.1. promotional budget may differ not only in amount but also in composition

10. 10) measuring the effectiveness of promotion

10.1. direct sales result test

10.1.1. based on the specific impact on ales revenues for each dollar of promotional spending

10.2. indirect evaluation

10.2.1. concentrating on quantifiable indicators of effectiveness

10.3. measuring online promotions

10.3.1. cost per impression

10.3.1.1. relates the cost of an ad to every thousand people who view it

10.3.2. cost per response

10.3.2.1. related the cost of ad to the number of people who click it

10.3.3. conversion rate

10.3.3.1. percentage of visitors to a web site who make a purchase

11. 11) the value of marketing communication

11.1. social importance

11.1.1. one generally accepted standard in a market society is freedom of choice for the consumer

11.2. business importance

11.2.1. long-term increase in funds allocated to promotion indicates faith inits ability to encourage attitude changes , brand loyalty and additional sales

11.3. economic importance

11.3.1. increases units sold and allows economies of scale in production process.