Integrated Marketing Communications
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The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives.
Integrated Marketing Communications
- 2. Marketing Communications Communications Platforms • Advertising • any paid form of non-personal presentation by a sponsor • Sales Promotion • personal presentations by a firm’s sales force • Public relations • short term incentives to encourage sales • Direct marketing • building good relations with various publics • Personal selling • short term incentives to encourage sales 2
- 3. The IMC Model 3 Marketing Plan (Marketing Objectives & Strategies) Integrated Marketing Promotion DistributionProduct Price Marketing Mix Elements Employee Behavior, Word of Mouth, processes etc IMC Sales Promotion PR/Publicity Advertising Events Direct Marketing Personal Selling CommunicationMix Elements
- 5. The Marketing Communications Mix ? The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives. 5
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- 7. 7 • The purpose or objective behind advertising • include sales promotion, information and guidance to consumers, developing brand loyalty etc MISSION • (Advertising budget). It means the budget allocation made by the company for advertisingMoney • The message is given through written words, pictures, slogans and so on. The message is for the information, guidance and motivation of prospective buyers. Message • selection of media depends on the budget provided, products to be advertised, and features of prospective buyers, so on. Media • Effectiveness of advertising Measure