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12 Cards in this Set
- Front
- Back
- 3rd side (hint)
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Definition of IMC |
IMC is the process of: - strategically managing consumer and stakeholder relationships - in support if the corporate brand of an organization, - the process is aligned with and drives the corporate brand of an organization. |
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The Benefits and Barriers of IMC |
1. Benefits of IMC ‐ Creative Integrity - Consistency of Message Delivery - Impartial Marketing Recommendations - Better use of Media - Improved Marketing Precision - Operational Efficiency - Cost Savings - High Calibre, Consistent Service - Easier Working Relations - Increased impact - More Creative Ideas - Bettet communication uniformity - Increased Importance of Single brand Personality - Control over Communication Budget - Greater Proffessional Experience - Increased Brand Awareness |
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The Benefits and Barriers of IMC |
2. Barriers of IMC - Few Organizations have reached the stage of full integration - The subject is misunderstood - Internal Problems: - Lack of Management understanding benefits - Short term outlook on planning process - politics between departments - External Problems - Agency egos and fear of losing control - Lack of expertise in individual areas of communication - Budget - Structural Problems |
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The Promotional Mix |
1. Personal Selling
- Entails the presentation of information on an organizations products or services from one individual to another or to a small group of people - Oral person to person presentation of a product, service or idea
To be effective Personal Selling Should Be integrated with: - other promotional elements - other organisational functions market
The role of personal selling is 3fold: 1. Informational Role 2. Persuasive Role - consumers abd competitive structures in the market
The role of personal selling is 3fold: 1. Informational Role 2. Persuasive Role 3. Relationship Building Role
Different Types of Personal Selling 1. Order Taking 2. Creative Selling 3. Supportive Communications 3. Relationship Building Role
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P - Personal Selling S - Sales Management S - Sales Promotion P - Publicity and Media M - Marketing Public Relations A - Advertising D - Direct Marketing S - Sponsorship I - Internet |
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The Promotional Mix |
2. Sales Management
- The Mangement Process directing strategy, devising tactics, and implementing policies that fulfill the organization's sales, Marketing and corporate objectives - the team is responsible for managing, controlling and motivating the sales force so that it is correctly positioned to fulfill its roles
3 Main Problems Sales Managers Face: 3 Main Problems Sales Managers Face: 1. High cost of personal selling2. Time Involved 1. High cost of personal selling 3. Changing patterns of consumer buying
: - Agents v Direct Sales Force - Sales Force Structure 2. Time Involved3. Changing patterns of consumer buyingMarketing Sales Manager should be able to make decisions on the following:- Agents v Direct Sales Force- Sales Force Structure - Sales force Size- Territory Deployment The Following Issues need to be considered when addressing Sales Mangement:- Recruitment and selection - Leadership and supervision - Effective Management - Sales force Size - Territory Deployment Marketing Sales Manager should be able to make decisions on the following:- Agents v Direct Sales Force- Sales Force Structure - Sales force Size- Territory Deployment The Following Issues need to be considered when addressing Sales Mangement:- Recruitment and selection - Leadership and supervision - Effective Management
: The Following Issues need to be considered when addressing Sales Mangement:- Recruitment and selection - Leadership and supervision - Effective Management - Recruitment and selection - Leadership and supervision - Effective Management |
P - Personal Selling S - Sales Management S - Sales Promotion P- Publicity and Media M - Marketing Public Relations A - Advertising D - Direct Marketing S - Sponsorship I - Internet |
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The Promotional Mix |
3. Sales Promotion
- Marketing activities usually specific to a time period, place or consumer group, which encourages a dorect response from consumers or marketing intermediaries through the offer of additional benefits - employment of motivational methods for the creation of direct reactions within a customer, trade or business market.
3 Categories of Sales Promotion: 1. Business Oriented ( Techniques to push products into distribution channels) 2. Consumer Oriented ( Techniques to pull consuners into stores) 3. Sales Force Oriented (Techniques to motivate sales teams to sell more) |
P - Personal SellingS - Sales Management S - Sales Promotion P- Publicity and MediaM - Marketing Public Relations A - Advertising D - Direct Marketing S - Sponsorship I - Internet |
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The Promotional Mix |
4. Publicity and Media
- Publicity refers to the corporate or marketing publicity - is non-personal communication not directly paid for, in the form of a media release to ensure expose for the product, services and brands to a known target audience. - Public relations: purpose of managing strategic relationships and establishing and maintaining mutual undretanding between an organization and its internal and external stakeholders
The Following Methods can be used to obtain positive public relations: 1. Media releases can be distributed to the media for publication or broadcast 2. Media Conferences or launches can be arranged to announce important events 3. Exclusive rights to information can be granted to ensure coverage 4. Interviews with key personnel can be conducted 5. Community Involvement can be implemented to create awareness and recognition |
P - Personal SellingS - Sales Management S - Sales Promotion P- Publicity and MediaM - Marketing Public Relations A - Advertising D - Direct Marketing S - Sponsorship I - Internet |
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The Promotional Mix |
5. Marketing Public Relations
- MPR is a new Promotional discipline taht comprises specialized application techniques garnered from activities with support Marketing and Public Relations - Views marketimg as the dominant communication function and public Relations as a promotional tool. - Publc relatukns mugt be used as a corrective of and complement Marketing. - The complementary use of marketing and public Relations ensures synergy snd facilitates the provision of information and techniques of communication to support product and sale promotion
The benefits of MPR for IMC are: - The credible and positive relationships can be established with consumers and inceeas market penetration - Effective allocation of the budget - Increased skills for handling miscellaneous set of communication and promotion activities - PR can remain a Management function concerned with the organizations relationship with the public
The uses of MPR: - Introduction to publicity of new products through launches - The building of brand loyalty - buiding consumer trust and positioning - CRM |
P - Personal SellingS - Sales Management S - Sales Promotion P- Publicity and MediaM - Marketing Public Relations A - Advertising D - Direct Marketing S - Sponsorship I - Internet |
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The Promotional Mix |
6. Advertising
-The most evident form of Marketing Communication. - Advertising is Promotion via an advertisement, in a chosen advertising medium, that guarantees exposure. To a specific target audience in return for an advertising rate charged by the media owner and the cost of the advertisement. - Advertising is planned and paid for. Non-personal presentation of information related to a product, service or idea to a multitude of existing and prospecticve customers through mass media. With the aim of creating awareness. - Advertising is a creative, mass communication process. Its objective is to communicate an idea, change or reinforce an attitude or provide important information about a particular product or service.
7 types of creative strategies: 1. Generic Strategies 2. Pre- Emptive strategy 3. Unique Selling Proposition Strategy 4. Brand Image Strategy 5. Positioning Strategy 6. Resonance Strategy 7. Emotional Strategy |
P - Personal SellingS - Sales Management S - Sales Promotion P- Publicity and MediaM - Marketing Public Relations A - Advertising D - Direct Marketing S - Sponsorship I - Internet |
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The Promotional Mix |
Direct Marketing |
P - Personal SellingS - Sales Management S - Sales Promotion P- Publicity and MediaM - Marketing Public Relations A - Advertising D - Direct Marketing S - Sponsorship I - Internet |
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The Promotional Mix |
8. Sponsorship - Sponsored can be defined as a commercial agreement from which both parties - the sponsor and the organization- expect a return on their investment in monetary and nonmonetary terms. Before, During and After the sponsorship campaign - Sponsorship is quite successful when intergrated with IMC elements in a comprehensive campaign - It involves marketing communication with financial support from the sponsor whcih includes the right to yse the sponsors name and logo during a sponsored activity. The main categories of Sponsorship: - Cause Related Marketing - Sport - Event Sponsorship Sponsorship creates a feel good factor among consumers The benefits of Sponsorship: 1. Flexibility 2. Brand Equity 3. Media Exposure 4. Industrial Labour Relations 5. Cost effectiveness 6. Global and National Unification 7. Challenges Methods to determine whether Sponsorship is successful: 1. Media Audits 2. Awareness Measurss 3. Image and attitude 4. Persuasion and Preference 5. Behavioral Messages |
P - Personal SellingS - Sales Management S - Sales Promotion P- Publicity and MediaM - Marketing Public Relations A - Advertising D - Direct Marketing S - Sponsorship I - Internet |
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The Promotional Mix |
9. The Internet The new millennium is characterized by rapidly changing technologies especially IT. Which has a revolutionary effect on the study and practice of IMC. The most important emerging technological trends applicable to IMC: 1. The growing importance of electronic commerce, especially in Business to Business (B2B) marketing 2. Rapid Internationalization of small abd medium-sized enterprises made possible through effective Internet marketing 3. Innovative approaches to market segmentation and move toward one-to-one marketing 4. The changing role of Marketing intermediaries 5. The growing importance of virtual communications and electronic networks. 6. Changung power relationships between consumer and suppliet 7. The impact of IT on market structure, conduct and performance 8. New customer driven approaches |
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