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IMC

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IMC REVIEW Concepts MARKETING Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably The Chartered ... – PowerPoint PPT presentation

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Title: IMC


1
IMC
  • REVIEW

2
Concepts
  • Communication v
  • Marketing 4Ps
  • Marketing Communication ? The old-fashioned
    promotion P
  • Integrated Marketing Communication
  • Focus of IMC
  • Benefits of IMC
  • IMC Mix
  • Steps in IMC Campaigns
  • IMC Planning Model

3
MARKETING
  • Marketing is the management process that
    identifies, anticipates and satisfies customer
    requirements profitably
  • The Chartered Institute of Marketing
  • designing
  • the right product, in the right place, at the
    right time, and at the right price
  • Adcock et al

4
AMA defines
  • Exchange is a central concept in marketing.
  • For exchange to occur, there has to be
  • two or more parties
  • with something of value to one another
  • a desire and ability to give up that something to
    the other party
  • a way to communicate with each other

5
Marketing Mix-4
6
(No Transcript)
7
Marketing communication The old-fashioned
promotion P
  • Advertising
  • Sales promotion
  • Public relations
  • Direct marketing
  • (Personal selling)
  • Internet

8
Remember, its still about moving people from A
to B
But why is it getting increasingly difficult to
do so?
B
C
A
SIS6 F06
9
  • Marketing communications is any communication
    that flows from an organisation to its customers,
    potential customers and other groups who may
    influence its success.
  • MC
  • Informs
  • Persuades
  • Reminds

10
For many years the promotional function in most
companies was dominated by mass media
advertising. Many marketers planned and managed
them as seperate practices with different
budgets, different views of market, different
goals and objectives.
Advertising Sales promotion Public
relations Direct marketing (Personal
selling) Internet
wide range of marketing and promotional tools
must be coordinated to communicate effectively
and present a consistent image to target markets.

11
IMC
  • involves coordinating the various promotional
    elements and other marketing activities that
    communicate with a firms customers.

Advertising Sales promotion Public
relations Direct marketing Personal
selling Internet
PROMOTIONAL MIX THE TOOLS FOR IMC
12
  • IMC, as a philosophical concept,
  • dictates that all parties involved in the firms
    communication efforts co-ordinate to speak to
    target audience(s) with
  • one voice
  • a unified message
  • a consistent image

13
Benefits of IMC
  • CLARITY - Avoid giving conflicting messages
  • CONSISTENCY - All messages convey the core
    values/attributes of corporate identity and brand
  • SYNERGY - Messages reinforce each other through
    repetition and development

14
Objectives of IMC Campaigns
  • Create awareness/familiarity
  • Develop interest and positive image
  • Motivate trial and repeat purchasing
  • Retain loyal customers
  • Build long-lasting relationships

15
INTEGRATED MARKETING COMMUNICATIONS PLANNING MODEL
Several forms but generally include five basic
elements
  • 1) Detailed situation analysis internal
    marketing audit and review, external analysis of
    the market competition and environmental factors

16
  • 2) Specific marketing objectives that provide
    direction, a time frame for marketing activities,
    and a mechanism for measuring performance
  • 3) A marketing strategy and program that include
    selection of target market(s) and decisions and
    plans for the four elements of the marketing mix.

17
  • 4) A program for implementing the marketing
    strategy, including determining specific tasks to
    be performed and responsibilities.
  • 5) A process for monitoring and evaluating
    performance and providing feedback so that proper
    control can be maintained and any necessary
    changes can be made in the overall marketing
    strategy or tactics.

18
Steps in Designing IMC Campaign Read Belch
Belch p. 31
Step 1. Situational analysis Research Analysis
Step 2. Identifying the target audiences
Step 3. Setting objectives
Step 4. Setting the budget
Step 5. Strategic decision-making
Step 6. Tactics
Step 7. Implementation
Step 8. Campaign evaluation control
19
IMC
  • THE BIG PICTURE

20
  • Bütünlesik pazarlama iletisimi pazarlamaya farkli
    bir açi kazandirmaktadir
  • Pazarlamanin 4Psi de iletisim ögeleri
    tasimaktadir.
  • Bütünlesik pazarlama iletisimi örgüte genel bir
    perspektifle yaklasir, örgütün vizyonu, genel
    hedef ve amaçlarini tanimlamasi vb örgütü
    ilgilendiren tüm kararlarda merkezine tüketiciyi
    alir. Örgüt içindeki bütün kararlar tüketici
    merkezli olmalidir, disaridan içeriye dogru
    alinmalidir.

21
  • Bütünlesik pazarlama iletisimi örgüte genel bir
    perspektifle yaklasir, örgütün vizyonu, genel
    hedef ve amaçlarini tanimlamasi vb örgütü
    ilgilendiren tüm kararlarda merkezine tüketiciyi
    alir. Örgüt içindeki bütün kararlar tüketici
    merkezli olmalidir.
  • Bütünlesik pazarlama iletisimi yalnizca
    pazarlama iletisimi unsurlarinin degil, örgütsel
    yapi içinde alinan bütün kararlarin, örgütün
    ortak hedef ve amaçlarini gerçeklestirmek üzere
    stratejik olarak tek elden planlamasi ve
    uygulanmasi temeline dayalidir.

22
  • Örgüt tarafindan/örgütle ilgili bilinçli ya da
    bilinçsiz üretilen bütün mesajlarin kontrolü ve
    ölçümlenmesi
  • Tüketiciler kurumlardan gelen farkli mesajlari
    tek bir algilama yöntemiyle algilar,
    tutum-davranis ? satin alma kararlarini bu
    algilar çerçevesinde sekillendirirler.
  • Pazarlama iletisimi disinda pazarlama karmasini
    olusturan ürün/hizmet, fiyatlandirma, dagitim
    kanaliyla ilgili mesajlar farkli kaynaklardan
    algilanir ? kurumla ilgili yargiya varilir.
  • Bu farkli kaynaklarin birbirini
    tamamlayan/uyumlu/koordineli mesajlar iletmesi
    tüketicilerin kararlarini olumlu yönde
    etkilemektedir.

23
  • Örgüt içindeki tüm kararlar ayni zamanda hedef
    kitleler için birer iletisim unsurudur ? mesaj
    içerir.
  • Dolayisiyla tüm mesaj unsurlari tüketici ile
    bulusmadan kendi içinde bütünlestirilmelidir.
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