imc.pptx integrated marketing communication

Import integrated marketing communication

1. Integrated Marketing Communication Dr Deepak S Assistant Professor Department of Management studies Visvesvaraya Technological University

2. A shifting of marketing from advertising to other forms of promotion . The rapid growth and development of database marketing. A shift in marketplace power from manufacturers to retailers . The rapid growth of the Internet, which is changing the very nature of how companies do business and the ways they communicate and interact with consumers. Demands for greater accountability from advertising agencies and changes in the way agencies are compensated Reasons for the Growing Importance of IMC

3. Integrated marketing communications planning model

4. Examine overall marketing plan and objectives Role of advertising and promotion Competitive analysis Assess environmental influences Review of Marketing Plan

5. Internal analysis- Promotional department , Firm’s ability to implement promotional program , Agency evaluation and selection Review of previous program results External analysis- Consumer behavior analysis. Market segmentation and target marketing Market positioning Analysis of Promotional Program Situation

6. Analyze receiver’s response processes Analyze source, message, channel factors Establish communications goals and objectives Analysis of Communications Process

7. Set tentative marketing communications budget Allocate tentative budget Budget Determination

8. Advertising Sales promotion Direct marketing Interactive/Internet Marketing Public relation /Publicity Personal selling Steps- Objectives, Budget , Message , Strategy Develop Integrated Marketing Communications Program

9. Integrate promotional-mix strategies Create and produce ads Purchase media time, space, etc. Design and implement direct-marketing programs Design and distribute sales promotion materials Design and implement public relations/publicity programs Design and implement interactive/Internet marketing programs Integrate and Implement Marketing Communications Strategies

10. Evaluate promotional program results/effectiveness Take measures to control and adjust promotional strategies Monitor, Evaluate, and Control Integrated Marketing Communications Program