Integrated Marketing Communication -Coordination of all promotional activities to produce a unif...

1. Objectives of Promotion

1.1. Provide Information

1.2. Increase Demand

1.3. Differentiate The Product

1.4. Accentuate a product's value

1.5. Stabilize Sales

2. Element of Promotional Mix

2.1. Personal Selling

2.2. Nonpersonal Selling

2.2.1. Advertising

2.2.2. Product Placement

2.2.3. Sales Promotion

2.2.4. Direct Marketing

2.2.5. Public relation and Publicity

2.2.6. Guerrilla Marketing

3. Direct Marketing

3.1. Communication Channel

3.1.1. DirectMail

3.1.2. Catalog

3.1.3. Telemarketing

3.2. Broadcast Channel

3.3. Electronic Direct Marketing Channels

3.4. Other Channels

4. Pulling & Pushing Promotion Strategies

4.1. Pulling

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

4.2. Pushing

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

5. Measuring Effectiveness of Promotion

5.1. Measuring Online Promotion

6. Value of Marketing Communication

6.1. Social Importance

6.2. Business Importance

6.3. Economic Importance

7. Importance of Teamwork

7.1. Successful implementation of IMC requires everyone involved in every aspect of promotion to function as a team

8. Role of Databases in Effective IMC Programs

8.1. The Internet allows companies to gather information faster and organize it easily The ability to acquire huge data poses a new challenge

9. Communication Process

9.1. Sender

9.2. Message

9.3. AIDA

9.4. Encoding

9.5. Decoding

9.6. Feedback

9.7. Noise

9.8. Channel

10. Sponsorships

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

11. Developing an Optimal Promotional Mix

11.1. Nature of Product

11.2. Nature of Market

11.3. Stage in Product Life Cycle

11.4. Price

11.5. Funds Available for Promotion

12. Budgeting for Promotion STRATEGY

12.1. Promotional budgets may differ not only in amount but also in composition