Explain Integrated Marketing Communication (IMC)

INTEGRATED MARKETING COMMUNICATION (IMC)

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

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