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Topic: 10IMC

Strategies Dr. Ehsanul Huda Chowdhury

Course: Strategic MarketingBatch: 17 thBBA Program

IBADhaka University

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Initiating and

maintaining a flow of

communications

between a company

(brand) and its market

targets.

IMC Strategy is ―

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PromotionComponent

s

PublicRelations

DirectMarketing

SalesPromotion

PersonalSelling

Advertising

Interactive/Internet Marketing

Composition of IMC Strategy

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COMMUNICATIONOBJECTIVES

ROLE OF PROMOTIONCOMPONENTS

PROMOTIONBUDGET

PROMOTION COMPONENTSTRATEGIES

Coordinationwith Product,Distribution,and PriceStrategies

DEVELOPING THE IMC STRATEGY

Advertising Sales Promotion

Public Relations

Personal Selling

Direct Marketing

Interactive/ Internet Marketing

MARKET TARGETING AND POSITIONING STRATEGIES

INTEGRATE AND IMPLEMENT PROMOTION COMPONENT

STRATEGIES

EVALUATE EFFECTIVENESS OF

PROMOTION STRATEGY

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ILLUSTRATIVE COMMUNICATION

OBJECTIVES

Need Recognition

Finding Buyers

Brand Building

Evaluation of Alternatives

Decision to Purchase

Customer Retention

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Factors Guiding the Role Assigned to Each Component

Market Target(s)

Desired Positioning

Role of Promotion in Positioning

Product Characteristics

Stage of Life Cycle

Situation Specific Factors

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DETERMINING THE PROMOTION

BUDGET

Percent of Sales

Follow the Competitio

n

Objective and Task

All You Can Afford

Budgeting Approaches

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Integrating and Implementing

Promotion Strategy

Integration Challenges

Avoiding fragmentation

Difficulty in evaluating productivity

Differences in priorities

Separate organizational units

Assigning integration responsibility

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Illustrative Influences on Promotions

Strategy

Number and dispersion of buyers

Buyers’ information needs

Size and importance of purchase

Distribution

Product Complexity

Post-purchase contact required

Small

High

Large

Direct

High

Yes

Large

Low

Small

Channel

Low

No

Advertising/ sales promotion driven

Balanced Personal selling driven

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IMC Strategy Issues

Expense/Response Relationships

Allocation

Impact on Brand Equity

Integration of Promotion Components

Evaluating Effectiveness

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ADVERTISING STRATEGY

Setting Objectives and Budgeting

Creative Strategy

Media/Programming Strategy

Role of the Agency

Program Implementation and Effectiveness

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ADVERTISINGSTRATEGY

Target Audience

Advertising Objectives

Advertising Budget

Creative Strategy

Advertising Media and Programming Schedules

Implement and Evaluate Strategy Effectiveness

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Expose communication to target audience

Create awareness

Change attitude(s)

Increase Sales

Generate profits

Illustrative Advertising Objectives

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Determining Advertising Objectives1. Does the advertising aim at immediate

sales?

2. Does the advertising aim at near-term sales?

3. Does the advertising aim at building a long-range consumer franchise?

4. Does the advertising aim at helping increase sales?

5. Does the advertising aim at some specific step that leads to a sale?

6. How important are supplementary benefits of advertising?

7. Should the advertising impart information needed to consummate sales and build customer satisfaction?

8. Should advertising build confidence and goodwill for the corporation?

9. What kind of images does the company wish to build?

Source: from Exhibit 12-5.

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Budget Determination

OBJECTIVE AND TASK METHOD HAS A

STRONGER SUPPORTING LOGIC THAN THE OTHER

METHODS.

Media/ Scheduling

Creative Strategy

Budget Determination

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MEDIA / SCHEDULING DECISIONS

Television

Radio

Magazines

Online

Website

Outdoor

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Access to the target audience

Cost of reaching the target group(s)

Favorable access to cost

Unfavorable access to cost

Factors Influencing Media Decisions

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Advertising Agency

Role of the Advertising Agency

Target Audience

Advertising Objectives

Advertising Budget

Creative Strategy

Advertising Media and Programming

Evaluate the Effectiveness of the Strategy

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MEASURINGADVERTISING

EFFECTIVENESS

RatingServices

Sales andExpense Analysis

TestMarketing

ControlledTests

RecallTests

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SALES PROMOTION consists of

various incentives, mostly

short term, intended to

stimulate quicker and/or

greater purchase of particular

goods/services by end-user

consumers or value chain

organizations.

The strategy process is

similar to the design of

advertising strategy.

SALES PROMOTION STRATEGY

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SALESPROMOTION

TARGETS

ConsumerBuyers

Salespeople

BusinessBuyers

Value Chain

Sales Promotion Activities and

TargetsActivities include trade

shows, specialty advertising, contests, displays, coupons, recognition programs, and

free samples.

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Communication Platforms

Advertising Print and

broadcast ads Packaging inserts Motion pictures Brochures and

booklets Posters Billboards POP displays Logos Videotapes

Sales Promotion Contests, games,

sweepstakes Premiums Sampling Trade shows,

exhibits Coupons Rebates Entertainment Continuity

programs

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Communication Platforms

Events/ Experiences

• Sports• Entertainment• Festivals• Art• Causes• Factory tours• Company

museums• Street activities

Public Relations• Press kits• Speeches• Seminars• Annual reports• Charitable

donations• Publications• Community

relations• Lobbying• Identity media• Company

magazine

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Communication Platforms

Personal Selling• Sales

presentations• Sales meetings• Incentive

programs• Samples• Fairs and trade

shows

Direct Marketing• Catalogs• Mailings• Telemarketing• Electronic

shopping• TV shopping• Fax mail• E-mail• Voice mail• Blogs• Websites

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Characteristics of the Marketing

Communications Mix

Advertising Pervasiveness Amplified

expressiveness Impersonality

Sales

Promotion Communication Incentive Invitation

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Characteristics of the Marketing

Communications Mix

Public Relations and Publicity

High credibility Ability to catch

buyers off guard

Dramatization

Events and Experiences

Relevant Involving Implicit

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Characteristics of the Marketing

Communications Mix

Direct Marketing Customized Up-to-date Interactive

Personal Selling Personal

interaction Cultivation Response

Word-of-Mouth Marketing• Credible• Personal• Timely

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THE END