Introduction To Integrated Marketing Communications: Priyanka Nair

1 Introduction to Integrated Marketing Communications Priyanka Nair

THE ROLE OF MARKETING COMMUNICATIONS

It is the means by which a firm attempts to inform, persuade and remind consumers- directly or indirectly about the products and brands they sell It represents the voice of the company and its brands and establishes a dialogue and build relationships with consumers Marketing communications allow companies to link their brands to other people, places, events, brands, experiences, feelings and things

MARKETING COMMUNICATION MIX/ TOOLS OF IMC ADVERTISING SALES PROMOTION EVENTS AND EXPERIENCE

PUBLIC RELATIONS AND PUBLICITY DIRECT MARKETING

INTERACTIVE MARKETING WORD OF MOUTH MARKETING

PERSONAL SELLING

MARKETING COMMUNICATION MIX ADVERTISING

PUBLIC RELATIONS & PUBLICITY

DIRECT & INTERACTIVEM KTG

SPORTS

PRESS KITS

CATALOGS

PERSON-TOPERSON

PRESENTATIO N

BROADCASTIN SAMPLES G

ENTERTAINME NT

SPEECHES

MAILING

CHAT ROOMS

MEETINGS

PACKAGING OUTER

FAIR AND TRADE SHOW

FESTIVALS

SEMINARS

TELEMKTG

BLOGS

INCENTIVE PROGRAMS

BILLBOARDS

COUPONS

ARTS

COMPANY MAGAZINE

ELECTRONIC SHOPPING

SAMPLES

DISPLAY SIGNS

TIE- IN

CAUSES

CHARITABLE DONATIONS

E-MAIL

FAIR AND TRADE SHOW

POP DISPLAY

DEMONSTARTI FACTORY ON TOURS

ANNUAL REPORTS

COMPANY BLOGS

CINEMA

GIFTS

COMMUNITY RELATIONS

WEBSITES

PRINT MEDIA

SALES PROMOTION CONTEST, GAMES

EVENTS

COMPANY MUSEUMS

WORD OF MOUTH

PERSONAL SELLING

MACROMODEL OF THE COMMUNICATION PROCESS

MICROMODEL OF THE CONSUMER PROCESS

ADVERTISING

The word advertising is derived from its Latin root ad-verter which means ‘to turn towards’ or ‘ to attract attention to’. In a broad sense, it compromises of all acts that’s are directed towards drawing attention. Advertisement is, “any paid form of non- personal presentation and promotion of ideas or products by an identified sponsor”. The definition highlights following points: • • • • •

The ‘paid form’ emphasis that advertising space or time must be purchased. ‘non- personal’ nature emphasis the fact that it is not a direct or personalized presentation to one individual but to a mass. ‘presentation’ signifies the format in which advertisements communicate. ‘promotion’ indicates the objective of advertising ‘identified sponsor’ refers to the identification of the brand or the advertiser that is communicating.

ADVERTISING

INFORM

PERSUADE REMIND

REINFORCE

YEH FEVICOL KA MAZBOOTH JOD HAI TOOTEGA NAHI !!

PUBLIC RELATIONS Public relations (PR) involves efforts to stimulate positive interest in an organization and its products by sending out new releases, holding press conferences, staging special events and sponsoring news worthy activities put on by third parties. In other words public relations is a planned effort to positively influence public opinion through good character or responsible behavior and build goodwill for the organization and its products.

It was a very clever and timely IMC that saved Cadbury’s face during the worm controversy. Cadbury India strategically devised a its public relations so as to curb negative publicity in media

PUBLICITY comprises non- personal communication by third- party sources regarding an organization's product. It includes activities to provide newsworthy information to reporting sources like media to build a favorable images of the organization and its products. The most form of publicity is media coverage or consumer word- of-mouth. A basic tool of publicity is press release, in which stories are submitted to papers or broadcast media about a product or product related activities. An organization can also do press conference to make important announcement to representatives of press. The press also gets an opportunity to interview people at helm of affairs. The prime advantage of publicity is its low cost since an organization doesn’t have to directly pay for it.

DIRECT MARKETING It is an one- to- one approach that uses advertising media to produce an inquiry, a transaction and some other immediate response. In direct marketing , the marketer and the prospect interact directly, without the presence of any intermediary like wholesaler or retailer. Internet, telemarketing, direct ,mail etc are few examples. In India Amway, Tupperware and Reader’s Digest were amongst the first one’s to introduce direct marketing.

SALES PROMOTION It helps in stimulating quicker or greater purchase of products by consumers or trade in the short run. Sales promotion usually are specific to a time period, price or customer groupsometimes all three. Sales promotion for service firms may take form such as samples, coupons and other discounts, gifts and competition with prizes.

PERSONAL SELLING Personal selling is a personal presentation by a representative of an organization with the purpose of influencing consumer buying decision, making a sale, or building long- term relationships. In personal selling face- to- face meetings, video conference, telephone conversation etc are used. The biggest advantage of personal selling is that the sales people can customize their message to suit the needs of individual customers and react promptly to customers questions ad concerns.

TRADE SHOWS In many industries, trade shows stimulate extensive media coverage and offer business customers an opportunity to find out about the latest offerings from a wide array of suppliers in the field. Service vendors provide physical evidence in the form of exhibits, samples, and demonstrations and brochures to educate and impress these potential customers.

INTERACTIVE & INTERNET MARKETING Vespa is very active when it comes to interacting and internet marketing. it encourages its customers to share their journey, adventure and life related to Vespa. They also encourage to post their instagram snaps with certain hash tags.

UNCONVENTIONAL MEDIA- PACKAGING Honey Packaging for Klein Constantia Farm

JWT created bottles with the texture of the fruit for Smirnoff Caipiroska

UNCONVENTIONAL MEDIA- POP

UNCONVENTIONAL MEDIA- ADVERTISING SPECIALITY

UNCONVENTIONAL MEDIA- SPONSORSHIP