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Imc pr+ad

The document discusses integrated marketing communication (IMC) and its use for Marcom, a marketing organization. IMC involves managing and integrating different marketing communication elements like advertising, public relations, sales promotions, and digital solutions to ensure they convey a unified message. It is important for IMC to understand customer communication usage patterns and needs in order to use appropriate communication channels. The goals of IMC include creating awareness, changing attitudes and behaviors, and moving people to action. When implementing IMC, Marcom focuses on targeted communications, assessing return on investment, and reducing reliance on mass media advertising to build brand equity.

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A marketing tool for Marcom – PR and Advertising Integrated Marketing Communication
The IMC tools Ad PR Personal Selling Dms Sponsership Digital Solutions Sales Promotions Integrated Marketing Communication (IMC): A system of managing and integrating marketing communication elements with the result that all elements adhere to the same message
IMC starts with customer understanding Requires careful study of customers’ communication usage pattern and information needs Communication media (contact points) is dictated by the customer’s needs and behavior Involves an outside-in approach to decision making
Thus it is also important to use all the brand contacts with the customer Use all forms of communication and all sources of contact Communication media (contact points) is dictated by the customer’s needs and behavior Involves utilization of communication outlets that are appropriate for reaching the target audience
In IMC all communication elements should convey the same, unified message, otherwise consumers will be confused
Expected output from the use of IMC awareness or attitude changes behavioral changes move people to action
Marcom Practice & The IMC Thrust Increased reliance on highly targeted communications methods Expanded efforts to assess return on investment Reduced Dependence in Mass-Media Advertising
Brand Knowledge Brand Awareness Brand Image Brand Recognition Brand Recall Types of Association Favorability Strength Uniqueness Associations Attributes Benefits Attitude MARCOM – Enhancing Brand Equity
Brand Equity A brand possesses equity to the extent that consumers are familiar with the brand and have stored in memory favorable, strong, and unique brand associations Brand Image Brand Awareness
Determining the Strategy Market Objectives Nature of product Life cycle stage Competative stage of market Budget Push vs/ Pull
Market Who is the intended market? Business-to-business market or consumer market? Understanding of the product’s target market
Objectives What are the objectives? Creation of product category wants or brand preference?
Nature of Product What is the nature of the product? Business-to-business products versus consumer goods t
Life Cycle Stage What is the product life-cycle stage? New product versus a mature product
Competative Actions What are competitors doing? Does the competition allow trade allowances and, if so, how large?
Budget What is the available budget for promotion? Do we emphasize personal selling or mass advertising?
Push vs/ Pull Push Utilizes aggressive trade allowances and personal selling to obtain wholesaler and retailer distribution The product is pushed through the channel Pull Encourages consumer demand for the product to obtain distribution Use of heavy advertising and high value coupons
Managing the IMC Process in Marcom Selecting a target market Establising Objectives Formulating a positioning strategy Budgeting Formulation & Implemintation of media strategy Evaluation of communication effectiveness Selecting Target Market
Selecting a target market Allows marketing communicators to more precisely deliver messages to the target group Attempts to avoid wasting money outside the target market Identify potential target markets in terms of a combination of characteristics that will cause these consumers to act in a similar fashion (demographics, lifestyles etc.)
Establising Objectives Objectives must fit within the company’s overall corporate and marketing objectives Must also be realistic and stated in quantitative terms with the amount of projected change and the time duration specified