IMC REVIEWER
IMC- involves coordinating the various promotional elements
and other marketing activities that communicate with a firm’s
customers
MARKETING - The process of planning and executing the
conception, pricing, promotion, and distribution of ideas,
goods, and services to create exchanges that satisfy individual
and organizational objectives
EXCHANGE- there must be two or more parties with something
of value to one another, a desire and ability to give up that
something to the other party, and a way to communicate with
each other.
Major characteristics of Marketing revolution/evolution.
• A shifting of marketing dollars from media advertising to
other forms of promotion, particularly consumer- and
trade-oriented sales promotions
• A movement away from relying on advertising-focused
approaches, which emphasize mass media such as
network television and national magazines, to solve
communication problems
• A shift in marketplace power from manufacturers to
retailers.
• The rapid growth and development of database marketing
• Demands for greater accountability from advertising
agencies and changes in the way agencies are
compensated
• The rapid growth of the Internet, which is changing the
very nature of how companies do business and the ways
they communicate and interact with consumers
A. TYPES OF ADVERTISING TO CONSUMER MARKET
• NATIONAL ADVERTISING -advertising done by large
companies on nationwide basis or in most region of
country
• RETAIL/LOCAL ADVERTISING – Advertising done by
retailers or local merchants to encourage consumer to
shop at specific store
• PRIMARY VS SELECTIVE DEMAND ADVERTISING
-primary - designed to stimulate demand for general
product class or industry
Secondary – focuses on Creating demand for a specific
Company’s brand
B.TYPES OF ADVERTISING TO BUSINESS AND PROFESSIONAL
ADVERTISING
1. Business to Business Advertising. -advertising Targeted
Individuals. who bury or Influence purchase of Industrial goods.
on Services for their Company.
2. Professional Advertising - advertising targeted to
Professionals Sush as doctors, lawyers, dentist, engineer etc. to
encourage them to use Company's Product.
3. Trade Advertising- advertising targeted to Marketing
Channel such as whole salers, distributors. and Retailers.
PROMOTIONAL MIX: THE TOOLS FOR IMC
PROMOTION - has been defined as the coordination of all
seller-initiated efforts to set up channels of information and
persuasion in order to sell goods and services or promote an
idea
ADVERTISING - defined as any paid form of nonpersonal
communication about an organization, service, or idea by an
identified sponsor
PUBLICITY - refers to nonpersonal communications regarding
an organization, product, service, or idea not directly paid for or
run under identified sponsorship
SALES PROMOTION - which is generally defined as those
marketing activities that provide extra value or incentives to
the sales force, the distributors, or the ultimate consumer and
can stimulate immediate sales
PERSONAL SELLING - a form of person-to-person
communication in which a seller attempts to assist and/or
persuade prospective buyers to purchase the company’s
product or service or to act on an idea
DIRECT MARKETING - in which organizations communicate
directly with target customers to generate a response and/or a
transaction.
INTERACTIVE MEDIA - allow for a back-and-forth flow of
information whereby users can participate in and modify the
form and content of the information they receive in real time
PUBLIC RELATIONS - the management function which evaluates
public attitudes, identifies the policies and procedures of an
individual or organization with the public interest, and executes
a program of action to earn public understanding and
acceptance
PROMOTIONAL MANAGEMENT - involves coordinating the
promotional-mix elements to develop a controlled, integrated
program of effective marketing communications.
Analysis of Promotional program situation
Situation Analysis -focuses on factors that influence to the
development of promotional Strategy (Includes internal and
external analysis
1.INTERNAL ANALYSIS - assesses relevant areas involving the
product/service offering and the firm itself.
2.EXTERNAL ANALYSIS - focuses on factors such as
characteristics of the firm’s customers, market segments,
positioning strategies, and competitors
Analysis of the Communications Process
This stage of the promotional planning process examines how
the company can effectively communicate with consumers in
its target markets
COMMUNICATION OBJECTIVES- refer to what the firm seeks to
accomplish with its promotional program
The final stage of the promotional planning process
-Monitoring, Evaluation, and Control
The 6 IMC Planning Process
Review of the Marketing Plan
Promotional Program Situation Analysis
Analysis of the Communications Process
Budget Determination
Developing the Integrated Marketing Communications
Program
Monitoring, Evaluation, and Control
2 Major Category of SALES PROMOTION
• CONSUMER ORIENTED SALES PROMOTION
• TRADE ORIENTED SALES PROMOTION
