INTEGRATED MARKETING COMMUNICATION (IMC)

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DEFINITION

 “The process of managing all sources of information about a product service to which a customer or prospect is exposed which behaviorally moves the customer towards a sale and maintains customer loyalty.”

-Northwestern University, Medill School of Journalism

 

 

Review of Marketing Plan

 

Examine overall marketing plan & objectives Role of advertising & promotions Competitive analysis

Assess environmental influence

 

Analysis of Promotional Program Situation

 

Internal  analysis

 

Promotional department Organization

External analysis

 

Market Segmentation & Target

Marketing

Firm’s ability to implement Consumer Behavior Analysis
Promotional program  
Review of previous program result  

 

 

ANALYSIS OF COMMUNICATION PROCESS

Analyze receiver’s response processes Analyze source, message, channel factors Establish communications goals & objectives

 

BUDGET DETERMINATION

 

Set tentative marketing communications budget

Allocate tentative budget

 

DEVELOP INTEGRATED MARKETING COMMUNICATION PROGRAM

Advertising:

Set advertising objectives Determine

advertising budget Develop advertising message Develop advertising media strategy

 

DIRECT MARKETING

 

Set direct marketing objectives Determine direct marketing budget Develop direct marketing message Develop direct marketing media strategy

 

INTERACTIVE/INTERNET MARKETING

Set interactive/internet marketing objectives Determine interactive/internet marketing budget Develop interactive/internet message

Develop interactive/internet media strategy

 

SALES  PROMOTION

 

Set sales promotion objectives

Determine sales promotion budget

Develop sales promotion tools & develop messages

Develop sales promotion media strategy

 

PUBLIC  RELATION/PUBLICITY

 

Set PR/publicity objectives Determine PR/publicity budget Develop PR/publicity messages Develop PR/publicity media strategy

 

PERSONAL SELLING

Set personal selling & sales objectives

Determine personal selling & sales budget

Develop sales messages

Develop selling roles & responsibilities

 

INTEGRATE       &      IMPLEMENT       MARKETING        COMMUNICATIONS STRATEGIES

Integrate promotional mix strategies

Create & produce ads

Purchase media time, space, etc.

Design & implement direct marketing programs

Design & distribute sales promotion materials

Design & implement PR/publicity programs

Design & implement interactive/internet marketing programs MONITOR,

 

EVALUATE  &     CONTROL  INTEGRATED  MARKETING COMMUNICATIONS PROGRAM

Evaluate promotional program results/effectives

Take measures to control & adjust promotional strategies

TOOLS OF IMC

 

ADVERTISING SALES

PROMOTION

PUBLIC

RELATIONS

PERSONAL

SELLING

DIRECT

MARKETING

Print and

Broadcast Ads

Contests,

Games, Sweepstakes, Lotteries

Press Kits Sales

Presentations

Catalogues
Packaging –

Outer

Premiums and

gifts

Speeches Sales

Meetings

Mailings
Packaging

Inserts

Sampling Seminars Incentive

Programmes

Telemarketing
Motion Pictures Fairs and trade

shows

Annual

Report

Samples Electronic

Shopping

Brochures and

Booklets Posters and Leaflets

Exhibits

 

Demonstrations

Charitable

Donations

Sponsorships

Fair & Trade

Shows

 
Directories Coupons Publications    
Reprints of Ads Rebates Community

Relations

   
Billboards Low interest

Financing

Lobbying    
Display Signs Entertainment Identity

Media

   
Point-of-

purchase

Trade in

allowances

Company

Magazine

   
Displays Continuity

Programmes

Events    
Audio –Visual

Material

Tie – ins      
Symbols and

logos

       
Video Tapes        

 

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