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Integrated Marketing Communications Strategy
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THE MARKETING COMMUNICATIONS MIX
(PROMOTION MIX)
A company’s total marketing communications mix
(promotion mix) consists of the specific mix of various
promotion tools that the company uses to pursue its
advertising and marketing objectives.
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Major Promotion Tools
Advertising
Paid form of nonpersonal
communication of ideas, products
or services by an identified sponsor.
Personal selling
Personal presentation by the firm’s
sales force to make sale & build
customer relationships
Sales promotion
Short-term incentives to encourage
the purchase or sale of a product or
service
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Public relations
Building good relations with various
publics by obtaining favorable publicity,
building up a good corporate image
and
handling unfavorable rumors and
stories.
Direct marketing
Direct communications with carefully
targeted individual consumers to obtain
an immediate response and cultivate
customer relationships.
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lasting
INTEGRATED MARKETING COMMUNICATIONS
(IMC)
Integrated Marketing Communications (IMC) is the concept under
which a company integrates and coordinates its many
communication channels to deliver a clear, consistent and
compelling message about the organizations and products.
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The tools for IMC
Advertising
Direct Marketing
Public Relation
Sales Promotion
Personal Selling
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A VIEW OF THE COMMUNICATION PROCESS
Sender’s Field
of Experience
Sender
Encoding
Receiver’s Field
of Experience
Message
Media
Decoding
Noise
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Feedback
Response
Receiver
Sender The party sending the message to another
Encoding
The process of putting thoughts into
symbolic forms.
MessageThe set of symbols that the sender transmits.
Media
The communication channels through which
the message moves from sender to receiver.
Decoding
The process by which the receiver assigns
meaning to the symbols encoded by the
sender.
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party.
Receiver
The party receiving the message sent by
another party.
Response
The reactions of the receiver after being
exposed to the message.
Feedback
The part of the receiver’s response
communicated back to the sender.
Noise
The unplanned static or distortion during the
communication process, which results in the
receiver’s getting a different message than
one the sender sent.
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the
STEPS IN DEVELOPING EFFECTIVE
COMMUNICATION
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STEP 1:
Identifying the target audience
The audience may be potential or current buyers, those who influence
the buying decision. The audience may be individuals, groups, or various
publics.
The target audience will heavily affect the communicator’s decision on –
 What will be said
 How it will be said
 When it will be said
 Where it will be said
 Who will say it
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STEP 2:
Determining the communication
objectives
The marketing communicator needs to know where the target
audience now stands and at what stage it needs to be moved.
The target audience may be in any of six buyer readiness stages -
Awareness
Knowledge
Liking
Preference
Trial
Purchase
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STEP 3:
Designing a message
 The message should get ATTENTION, hold INTEREST, arouse
DESIRE and obtain ACTION. (AIDA model)
 The marketing communicator must decide –
o What to say (message content)
o How to say (message structure and format)
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Message content
The communicator has to figure out an appeal or theme that will
produce the desired response.
There are three types of appeals –
Rational
appeals
Emotional
appeals
Moral
appeals
They show the product’s quality, value, economy and
performance
They show the positive or negative emotions that
can motivate purchase
They show what is right and proper usually on social
causes
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Message structure
The communicator must decide how to handle three message
structure issues1.
Whether to draw a conclusion or leave it to the
audience
2.
Whether to present a one-sided argument or a
sided argument
3.
Whether to present the strongest arguments
last
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two-
first or
Message format
 Print ads
Headline, copy, illustration, color
 Radio
Words, sound, voices
 Television or
Facial expressions, gestures, in person
dress, posture, hairstyle
 Product or Scent, color, size, shape
its package
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STEP 4:
Choosing media
 Personal communication channels are channels through which two or
more people communicate directly with one another whether face-toface, by telephone, by mail or via the Internet.
 Nonpersonal communication channels are media that carry messages
without personal contact or feedback.
o Media
-o Atmosphere -o Events
--
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Print, broadcast, display, online
Designed environments
Press conferences, shows
STEP 5:
Selecting the message source
 Marketers hire celebrity endorsers and models to deliver the
message.
 Message delivered by the highly credible sources are more
persuasive.
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STEP 6:
Collecting feedback
 The communicator must research its effect on the target audience which may suggest
changes in promotion program or in the product offer itself.
 This involves measuring how many people bought a product, talked
others about it or visited store
 This involves asking the target audience membersWhether they remember the message
How many times they saw it
What points they recall
How they felt about the message
Their past and present attitude toward the product/company
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to
SETTING THE TOTAL PROMOTION
BUDGET
1.
Affordable method
o
The company sets the promotion budget at the level management
thinks the company can afford.
o
Advantages:
Helpful for smaller firms
o
Disadvantage:
Ignores the effect of promotion on sale
Result in over-spending or under-spending
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2.
Percentage-of-sales method
 The company sets the promotion budget at a certain percentage of
current or forecasted sales or as a percentage of the unit sales
price.
 Advantage
Simple to use
 Disadvantage Sales become cause of promotion
There is no basis for choosing a
specific
percentage
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3.
Competitive-parity method
 The company sets the promotion budgets to match competitors’
outlays.
 Advantage
Prevent promotion wars
 Disadvantage It cannot prevent promotion wars
The competitors do not have better
ideas on the company’s promotion needs
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4.
Objective-and-task method

The company sets the promotion budget based on what it wants to
accomplish.

This budgeting method entails three steps –
a.
Defining specific promotion objectives.
b.
Determining the tasks needed to achieve these objectives.
c.
Estimating the costs of performing these tasks.
The sum of these costs is the proposed promotion budget.
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SETTING THE OVERALL PROMOTION
MIX
 The nature of each promotion tool
Advertising
Personal selling
Sales promotion
Public relations
Direct marketing
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 Promotion mix strategies
Push strategy
A promotion strategy that calls for pushing the product through
distribution channels to final consumers.
Pull strategy
A promotion strategy that calls for spending a lot on advertising
and consumer promotion to build up consumer demand, which
pulls the product through the channels.
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