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IMC is a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic role of a variety of communication disciplines - for example: general advertising, sales promotion, direct response and public relations-and combines these disciplines to provide clarity, consistency and maximum communications impact.
Integrated communications: A marketers consumer communications need to not only raise brand awareness or create or change brand preference and image or to get sales trial or repurchase but to do all the above at the same time. Thus all marketing communications particularly ads, should attempt to simultaneously achieve targeted communication goals ( raising attitudes or image building) and lead to some behavioral action
There are two related ideas involved with IMC: One-voice marketing communications: As consumers increasinglybegin to be addressed by the same marketer in a variety of different ways- through image building advertising,public relations,direct marketing,sales promotions,point-of-sale material and sales force calls-there is the obvious need to ensure a consistency of positioning,message and tone across these different media-reaching the consumer with one voice
Distortions in Communication
Selective attention Selective distortion Selective retention
Communications model
AIDA model The hierarchy of effects model The innovation adoption model
AIDA Model
Attention Interest
Desire Action
The 5 Ms of Advertising
Mission objectives Money budgets Message communication Media what vehicles? Measurement - evaluation
Advertising objectives
Informative Persuasive Comparative Reminder (reinforcement)
Advertising Goal
A specific communication task to be achieved to a specific degree to be communicated to a specific target audience in a specific period of time.
Media selection
The most cost effective media mix to ensure achievement of the advertising goal.
Reach
No. of persons exposed to a particular media schedule at least once during a specified time period
Frequency
No. of times within the specified period that a person is exposed to that message
Impact
Qualitative value of an exposure through a given medium GRP (Gross rating points) = R * F Wt. GRP = R * F * I
Sales Promotion
Whereas advertising gives a reason to buy, SP gives an incentive to buy
Advantages of SP
Induces trials To reward loyal customers To induce stocking by the trade Adjust to short term variations in trade Liquidating inventories Preempting competition
Disadvantages of SP
With too many promotion schemes promotion clutter confuses consumers Attracts brand switchers and deal prone customers Dilutes brand equity Preponement of purchases Lowers margins Expensive and wasteful, when not handled properly
Types of SP
Trade Consumer
Developing a SP campaign
Planning the programme Duration Incentive to be given Assessing viability Pretesting Implementing and controlling Evaluation
Public Relations
Involves a variety of programmes to promote or protect a companys image or products
Functions of PR
Media relations Product publicity Corporate communications Lobbying Counseling