Integrated marketing Communication Wong Lip Wih, BPharm, Msc,PhD

Marketing Communication Mix The specific mix of advertising, personal selling, sales promotion and public relations a company uses to pursue its advertising and marketing objectives

Advertising Any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor. Tools = Print, broadcast, outdoor and other forms.

Sales Promotion Short-termed incentives to encourage the purchase or sale of a product or service Tools = point-of-purchase displays, premiums, discounts, coupons, specialty advertising and demonstrations.

Public Relation Building good relations with the company’s various publics by obtaining favourable publicity, building up a good “corporate image’ and handling or heading off unfavourable rumours, stories and events. Tools = press releases and special events.

Personal Selling Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationship. Tools = sales presentations, trade shows and incentive programs.

Direct Marketing Direct connection with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationship Tools = catalogs, telephone marketing, kiosks, the internet etc.

Integrated Marketing Communication The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent and compelling message about the organization and its products.

Choosing Media Communicator now must select channels of communication Personal Communication Channels Non personal Communication Channel

Personal Communication Channels Two or more people communication directly with each other, face to face, over telephone, thru the mail/internet Word –of-mouth influence = personal communication about a product between target buyers and neighbours, friends, family members & associates. Buzz marketing = cultivating opinion leaders and getting them to spread information about a product or service to others in theirs communities.

Nonpersonal communication channels Media that carry messages without personal contact or feedback. Major media : print media (newspapers, magazines, direct mail) Broadcast media (radio, television) Display media (billboard, signs, posters) Online media (online services, web sites) Atmosphere = designed environments that create/reinforce the buyer’s learning towards buying a product. Events = staged occurances that communicates messages to targeted audiences. (eg. Public relation arranging openings, shows, tours etc)

Setting total promotion budget One of hardest marketing decision, within a given industry, both low & high spenders can be found, there are 4 methods: Affordable method Percentage of sales method Competitive parity method Objective and task method

Setting total promotion budget Affordable method = setting the promotion budget at the level management thinks the company can afford. Percentage of sales method = setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price.

Setting total promotion budget Competitive parity method = setting the promotion budget to match competitots’ outlays Objective and task methods = developing the promotion budget by Definining specific objectives Determining the tasks that must be performed to achieve these objectives Estimating the costs of performing these tasks The sum of all these costs is the proposed promotion budgets.

Promotion Mix Strategies Push strategy involves “pushing” the product through distribution channels to final consumers. The producers directs its marketing activities (primarily personal selling and trade promotion) towards channel members to induce them to carry the product and to promote it to final consumers

Promotion Mix Strategies Pull strategy = the producers directs its marketing activities (primarily advertising and consumer promotion) towards final consumers to induce them to buy the product. If the pull strategy is effective, consumers will then demand the product from the channels members who will inturn demand it from producers. Thus under a pull strategy, consumers demand “pull” the product through the channels.

Content of a Marketing Plan Executive Summary Current Marketing Situation Threat and Opportunities Analysis Objective,issues &STP (segemntation, targeting, positioning) Marketing Strategy (using 4P aspects) Action Programs (using 4P aspects) Budgets Controls (how programs implemented &contigency plans)

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