The next few weeks…

Today – IMC

Next week – Marketing Planning &

test revision

May 31 – Final exam & last class!

And how you’ll be graded….

Class Attendance: 5%

Class Participation: 10%

Worksheet #1 (brand): 25%

Worksheet #2 (in-store): 25%

Final exam: 35%

I need BOTH worksheets from everyone next week to count towards your mark!

Introduction to IMC

Integrated MarketingCommunications

What is IMC?

Integrated Marketing Communicationsmeans integrating and coordinating

all communications to deliver aclear, consistent message about

a company and its products

Why IMC?

Modern marketing needs more thana good product, a good price andmaking it available to your market.

To communicate with your markettoday, you need to deal with

the information age, and can’t justrely on mass marketing.

Steps in developing IMC

Identify your target market - What do you say?- How do you say it?

- When do you say it?- Where do you say it?

- Who says it?

What’s the point?

A company’s IMC programme should effectively achieve major

objectives such as:

Inform consumers

Persuade consumers

Remind consumers

Reinforce consumer attitudes & perceptions

IMC means using all the elementsof the promotional mix in a

coordinated way to create synergiesand maximise communication

opportunities.

Advertising

Sales promotion

Public relations

Direct marketing

Online marketing

Personal selling

Often the question is NOT

“should we spend on marketing communications?”

but instead IS

“How much should we spend on each promotional element?”

Advertising

Advertising is any paid form of non-personal presentation and

promotion of ideas, goodsor services by an identified sponsor.

Advertising is notoriously expensiveand is one way communication.

Public Relations

PR gets to the buyer as ‘news’ rather than as a sales-directed

communication.

For this reason, PR tends to be morebelievable and can reach those who

avoid advertising.

Examples?

Direct marketing

Direct marketing is an interactive system of marketing.

Usually DM refers to activities that use targeted media to facilitate interaction.

The key point is that there is continuous interaction, and not just one way

communication.

Eg – catalogue mail out, direct marketing, targeted online, home shoppingnetwork

In the instances of direct marketing and online marketing, there is

increased need for adherence to privacy legislation

Why?

Online marketingClosely aligned to direct marketing as it

entails interaction with customers on a one to one basis, often in real time

Sales Promotion

Tools such as coupons, specials, contests etc.

Sales promotions attract consumer attentionand offer strong incentives.

Companies use sales promotions to create astronger, quicker response. “Buy NOW”

Often short lived and usually not effective inbuilding long run brand preferences

Do you think sales promotions can diminish a fashion brand?

Personal selling

Personal selling is a face to face interactionwith a prospective customer for the purpose

of making sales.

For certain products this can be the most effective form marketing tool

For what products? When?

After the SS07 show in Milan, Gucci launched in-store touch screens.

The screens are coming to all Gucci stores and will be expanded to include a

full product offering.

At a similar time, Gucci developed a highly successful eCard campaign.

These targeted emails result in industry high click-through rates which, in turn,

lead to sales.

Which elements of the promotionalmix are these an example of?

If most couture shows are not produced with the

intention to drive sales, but are to act as publicity

generators, which element of the promotional mix would this represent?

Which promotional element is the above using?

What else do you think you need to consider when advertising?

Which sales promotion tools do you think would be most effective for fashion?