Overview of IMC Flashcards
Objectives of IMC
- letting people know about your prduct, service, terms of sale.
- Persuading customers to purchase your product
- Inducing purchase actions
Marketing mix
product, place, price
promotional mix
advertisement, sales promotion, public relation, direct marketing, social media
advertisement
advertising is a paid form of non-personal communication of an idea, goods or service by an identified sponsor. Ex- TV, newspaper
public relation
it is an organisational activity that involves fostering goodwill between the organisation, employees and suppliers.
Direct marketing
It is an interactive system of marketing where the marketer uses more than 1 advertising media to measure the response of the potential customer
sales promotion
It includes all short term promotional activity to stimulate short-term buying behaviour
personal selling
It is a person-to-person communication where the sellers determine the needs and wants of the prospective buyer and persuade them to buy the company’s products or service
Earned media
Is publicity gained through promotion (social media, word of mouth) rather than paid advertising
paid media
Is publicity gained through advertising, where the brand pays the media company (display ads, paid search).
Owned media
It refers to a brand that owns the media channel
website or app
Examples of media advertising
newspaper, magazines, TV
Examples of direct response advertising
e-mail, telephone, social media
Examples of place advertising
transit ad, poster, cinema ad
Examples of point of purchase advertising
external store signs, in-store radio, shopping cart ads
Examples of trade or consumer-oriented promotion
samples, coupons, trade deals and buying allowance, trade shows
Examples of even marketing and sponsorship
sponsorship of sporting events, arts, fairs, festivals
Definition of IMC
IMC is the coordination of promotional mix with each other and with each other of the element’s brand marketing mix, such that all element speaks in one voice.
Fundamental decisions
Targeting
positioning
setting objectives
budgeting
Implementation decisions
- mixing elements
- creating messages
- selecting media
- establishing momentum
program evaluation
- measuring results
- providing feedback
- Taking corrective action
outcomes of fundamental and implementation decisions
enhancing brand equity and affecting behaviour
Targeting
Targeting helps marketing communicator to deliver messages more precisely and reduce wastage of time. Companies identify the potential target in terms of demographic, lifestyles, product usage patterns
positioning
a brand’s position represents the feature, benefits or image that stands in the mind of the consumer
setting objectives
marketing communicator’s decision is based on the objectives that need to be accomplished for a brand. For example, mass media advertising is used to build brand awareness of a new brand or improved brand, point of purchase advertising is used to influence the in-store brand selection.
Budgeting
companies use different budgeting procedures to allocate funds to marketing communication managers and other organisational units.
Concluding point of fundamental decision
All marketing communication should be:-
- directed to a particular target
- clearly positioned
- created to achieve a specific objective
- undertaken to achieve the objective within the budget constraint.
