Marketing 14 Integrated Marketing Communication

14.1 Integrated Marketing Communications n Goal of promotion n Promo mix n Objectives and budgets n AIDA n IMC

Four Ps of Promotion  P aid Advertising (Reach)  P ublic Relations (Credibility)  Sales P romotion (events, coupons, etc.)  P ersonal Selling (Personal and Interactive) Also known as the IMC Mix

14.2 IMC  What is it? –Using all 4 promotion Ps –Synergy  Consistent  Complementary  Interactive  Why is it used? (p.484)  Educate Customers  Maintain Image  Reach Masses  Stimulate Sales  Build Relationships

14.3 Goals and Tasks of Promotion  Informing  Persuading  Reminding

14.4 IMC Objectives  Build Brand Equity  Provide Information  Manage Demand & Build Sales  Differentiate Products  Influence Perceptions, Attitudes, & Behavior

Figure1: Brand Equity Strategy – A Schematic IMC Strategy Brand Equity Brand Identity Strategy Brand Identity Contacts Brand Equity Contacts Brand Identity Interface Brand Equity Interface Environment, competitors’ brands, and changing customer needs and preferences

Communication Process

Top Management Support IMC Synergy Constructs Consistency Interactivity Complementarity Brand Equity Awareness Image Internal Market Orientation Brand Identity Oriented Culture IMC Effectiveness Brand Identity Contact Factors Brand Equity Contact Factors Figure 2: A Conceptual Framework

14.5 Promotion goal : n Move consumers through AIDA – Awareness/Attention – Interest – Desire – Action

14.6 Factors Affecting the Promotional Mix  Nature of the product  Consumer vs. Business  Risk  Target market  Informed, brand loyal, scattered  Adv.  Push vs. pull strategy  Product life cycle stage  Stimulating Primary vs. Secondary Demand  Loyalty  Reminder  Available funds  Type of Buying Decision (Complexity, Involvement)