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ADVERTISING MANAGEMENT &INTEGRATED MARKETING
COMMUNICATION
Introductory Perspective
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PROMOTION
The communications process inmarketing that is used to create afavorable predisposition toward abrand
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PROMOTIONAL MIX
A blend of communication toolsused by a firm to carry out thepromotion process and tocommunicate directly with targetmarkets.
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INTEGRATED MARKETING COMMUNICATIONS
The process of using promotionaltools in a unified way so that asynergistic communications effectis created
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PROMOTION PROMOTIONAL MIX I M C
MANAGEMENTTOOLSPROCESS
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ADVERTISING
Paid, mass-mediated attempt to persuade.It is a complex system of strategicplanning, creative genius and precisionexecution
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SALES PROMOTION
The use of incentives to generate specificand short-term response from the buyerin the target market and simultaneouslyenhance dealer effectiveness
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DIRECT MARKETING
An interactive system of marketingthat uses one or more advertisingmedia to effect a measurableresponse and/or transaction at anylocation
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E - commerce
Business conducted between buyersand sellers using electronic exchangemedia
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SPONSORSHIP
Funding an event, a charitablecause, or creating an event tohighlight a firms brand to aspecific target audience
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POINTOFPURCHASE
Materials used in the retail setting toattract shoppers attention to acompanys brand
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SUPPORTIVE COMMUNICATIONS
The variety of ways a marketercommunicates to a target audience, outsideof mainstream media or electroniccommunications
Directories
Brochures
Specialty items
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PUBLIC RELATIONS
The company focus on communicationthat can foster goodwill between afirm and its many constituent groups,through effective use of the media
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PROMOTION IN MARKETING STRATEGY
Marketing strategy decisions related tobranding include:
Managing old and new brands
Pricing brands Promoting brands
Distributing brands
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PROMOTION IN MARKETING STRATEGY
Three decision-making aspects of branding
Creating the marketing mix Achieving effective
segmentation
product differentiation positioning
Enhancing revenue and profits
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PROMOTION IN THE MARKETING MIX
Conception
Pricing
Promotion
Distribution
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THE MARKETING MIX
1. BRAND
Information and persuasion
New brand introduction
Brand extensions Consumer Loyalty
Trade Loyalty
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THE MARKETING MIX
3. DISTRIBUTION Consumer access
Securing trade distribution
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WHY IS I M C IMPORTANT?
1. MEDIA FRAGMENTATION
Proliferation of options
Airports
Supermarkets
Print media
Event sponsorship Direct marketing
Etc
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WHY IS I M C IMPORTANT?
2. SOPHISTICATED DATABASE
TECHNOLOGY
Generate, Collate and Manage the database Mass media loses importance
Accurately identify and target specific
segments like
DINKS
Self Employed Professionals
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WHY IS I M C IMPORTANT?
3. CONSUMER EMPOWERMENT
Single person household
Smaller family
Higher education level Skeptical of commercial messages
Tailored information demand
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WHY IS I M C IMPORTANT?
4. INCREASED CLUTTER TV commercial breaks sometimes
have more than 15 messages
Effectiveness diluted
Consumers getting jaded
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WHY IS I M C IMPORTANT?
5. SHIFTING CHANNEL POWER
Power of retailer is now undisputed
Advertising funds diverted to in-storedisplays, special events etc
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WHY IS I M C IMPORTANT?
6. GREATER ACCOUNTABILITY
Direct marketing and sales promotionare easier to measure
IMC is the magic bullet to gaincompetitive advantage
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THE PARTICIPANTS
IMC MANAGEMENT
ADVER
TISING
SPONS
ORSHIP
INTERNE
TUSAGE
DIRECTMA
RKETING
SALES
PR
OMOTION
PUBLICR
ELATIONS
PERSONAL
SELLING