Applying Integrated Marketing Communication to Social Marketing Jyotika Ramaprasad College of Mass Communication and Media Arts Southern Illinois University

A. Social Marketing S ocial Marketing is An idea attached to leadership A passion for social change OR The planning and implementation of programs to create social change using concepts and tools from commercial marketing

B. Commercial Marketing Commercial Marketing is Providing what customers want in return for something they are willing to give. Commercial Marketing uses The marketing mix to realize this goal.

B. Commercial Marketing The Marketing Mix is (Traditionally said to be) composed of the four Ps 1. Product 2. Price 3. Place 4. Promotion (Today said to be) composed of the four Cs 1. Consumers 2. Cost 3. Convenience 4. Communication

B. Commercial Marketing Promotion is (Traditionally said to be) composed of 1. Advertising 2. Sales Promotion 3. Public Relations 4. Publicity Communication is (Today said to be) composed of The above and other elements including marketing mix elements such as product and packaging (which also communicate) This is called Integrated Marketing Communication

C. Integrated Marketing Communication (IMC) To repeat, IMC is the use of all communication means to advance your cause. But These messages must be Consistent Why? Because repetition aids memory Because consumers engage in sound bite learning Because consumers accumulate mental maps

E. Practice Determine what strategies and tactics are used to accomplish objectives. 1. Objectives: What you want to accomplish 2. Strategy: Ideas for accomplishing objectives 3. Tactics: Actual public awareness campaign

D. Practice That is, based on research determine what targets receive what messages at what time through which communication means (which marketing communication means as well as which media) using what tactics to accomplish what objective