Sales and Promotions Management Session 1 st Dated: By: -Neeraj Gupta

Integrated Marketing Communication A concept of marketing communications planning that recognises the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines- for example general advertising, direct response, sales promotion, and public relations- and combines these disciplines to provide clarity, consistency, and maximum communications impact. By: - American Association of Advertising Agencies The first definition of IMC by American Association of Advertising Agencies says:  "… a concept of marketing communications planning that recognises the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines - for example, general advertising, direct response, sales promotion, and public relations – and combines these disciplines to provide clarity, consistency, and maximum communications impact."

Objectives of IMC To coordinate all of a company's marketing and promotional efforts to project and reinforce a consistent, unified image of the company or its brands to the market-place. An attempt to improve over the traditional method of treating promotion elements as totally separate activities. One of the "new generation" marketing approaches being used by companies to better focus their marketing efforts in acquiring, retaining, and developing relationships with customers and other stakeholders. A very important and fundamental reason, besides others, is the value of strategically integrating different elements of communications functions and take advantage of the resulting synergy among different tools in developing more effective and efficient marketing communication programmes.

Types of Messages Planned Messages- Communicate what company says about itself. Product Messages- What the company does using 4 P’s of marketing Service Messages Unplanned messages- What others say about company and its products and confirm what the company claims.

Sustainable Competitive advantage based on IMC by making changes to Existing Promotional Strategy Some of these changes include:  Changing technology, which has made it possible for media organizations to identify, segment, select, and attract smaller audiences for their respective vehicles.  The trend toward de-regulation that has allowed for increased competition within many industries, such as air travel, banking, and utilities.  Globalization of the marketplace, which causes promotional efforts, including advertising, sales promotion, public relations and personal selling, to be implemented throughout a worldwide market. Customisation for different culturesis key to competing successfully in this arena.  Changes in the demographic and psychographic profiles of today's consumers, that have paved the way for new product category opportunities (such as healthcare for the aging "baby boomers" and health food/clubs for nutrition conscious consumers).  Money-rich, time-poor consumers are seeking control of their purchases. Consumers have become adept at avoiding marketing communication, through the use of VCRs/VCD/DVD players, remote controls, radio push buttons, etc., so when they are at all listening, the message should be simply stated and easy to understand. Today's generation is also more visually oriented than verbally, which means they rely more on images, symbols and graphics than any previous generation.

IMC

The Marketing Communications/Promotional Mix Advertising Personal Selling Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Sales Promotion Short-term Incentives to Encourage Trial or Purchase. Public Relations Direct Marketing Direct Communications With Individuals to Obtain an Immediate Response. Protect and/or Promote Company’s Image/products. Personal Presentations.

Advertising Mass persuasive communication paid for by an identified sponsor that makes use of various media

Structure of Advertising First, advertising is a highly structured form of communication and employs both verbal and non-verbal elements. These elements are composed to fill predetermined space and time formats that are controlled by the sponsor. Second, the focus of advertising is directed to groups of people rather than to individuals and for this reason it is non-personal or mass communication. The groups might be personal consumers, organisations, resellers, etc. Third, most advertising is paid for by sponsors for the media time or space it uses to communicate its messages. However, sometimes public service messages are carried in media for which no payment is made. Fourth, although most advertising messages are intended to be persuasive to accomplish the desired selling function, some ads appear only to inform people, examples being legal announcements, change of address, obituaries, etc., without any persuasive intent. Fifth, an ad identifies its sponsor. Advertising is never neutral.

Challenges and Opportunities of a Promotion Career Advertising Managers: -In a small firm, managers may serve as liaisons between the firm and the advertising or promotion agency to which many advertising or promotional functions are contracted out. In larger firms, advertising managers oversee in-house account, creative, and media services departments. Marketing managers Promotions Managers Public Relations Managers Work Environment

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