Presentation on theme: "Integrated marketing Communication"— Presentation transcript:
1 Integrated marketing Communication Wong Lip Wih, BPharm, Msc,PhD
2 Marketing Communication Mix The specific mix of advertising, personal selling, sales promotion and public relations a company uses to pursue its advertising and marketing objectives
3 AdvertisingAny paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor.Tools = Print, broadcast, outdoor and other forms.
4 Sales PromotionShort-termed incentives to encourage the purchase or sale of a product or serviceTools = point-of-purchase displays, premiums, discounts, coupons, specialty advertising and demonstrations.
5 Public RelationBuilding good relations with the company’s various publics by obtaining favourable publicity, building up a good “corporate image’ and handling or heading off unfavourable rumours, stories and events.Tools = press releases and special events.
6 Personal SellingPersonal presentation by the firm’s sales force for the purpose of making sales and building customer relationship.Tools = sales presentations, trade shows and incentive programs.
7 Direct MarketingDirect connection with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationshipTools = catalogs, telephone marketing, kiosks, the internet etc.
8 Integrated Marketing Communication The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent and compelling message about the organization and its products.
9 Choosing Media Communicator now must select channels of communication Personal Communication ChannelsNon personal Communication Channel
10 Personal Communication Channels Two or more people communication directly with each other, face to face, over telephone, thru the mail/internetWord –of-mouth influence = personal communication about a product between target buyers and neighbours, friends, family members & associates.Buzz marketing = cultivating opinion leaders and getting them to spread information about a product or service to others in theirs communities.
11 Nonpersonal communication channels Media that carry messages without personal contact or feedback.Major media :print media (newspapers, magazines, direct mail)Broadcast media (radio, television)Display media (billboard, signs, posters)Online media (online services, web sites)Atmosphere = designed environments that create/reinforce the buyer’s learning towards buying a product.Events = staged occurances that communicates messages to targeted audiences. (eg. Public relation arranging openings, shows, tours etc)
12 Setting total promotion budget One of hardest marketing decision, within a given industry, both low & high spenders can be found, there are 4 methods:Affordable methodPercentage of sales methodCompetitive parity methodObjective and task method
13 Setting total promotion budget Affordable method = setting the promotion budget at the level management thinks the company can afford.Percentage of sales method = setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price.
14 Setting total promotion budget Competitive parity method = setting the promotion budget to match competitots’ outlaysObjective and task methods = developing the promotion budget byDefinining specific objectivesDetermining the tasks that must be performed to achieve these objectivesEstimating the costs of performing these tasksThe sum of all these costs is the proposed promotion budgets.
15 Promotion Mix Strategies Push strategy involves “pushing” the product through distribution channels to final consumers. The producers directs its marketing activities (primarily personal selling and trade promotion) towards channel members to induce them to carry the product and to promote it to final consumers
16 Promotion Mix Strategies Pull strategy = the producers directs its marketing activities (primarily advertising and consumer promotion) towards final consumers to induce them to buy the product. If the pull strategy is effective, consumers will then demand the product from the channels members who will inturn demand it from producers. Thus under a pull strategy, consumers demand “pull” the product through the channels.
17 Content of a Marketing Plan Executive SummaryCurrent Marketing SituationThreat and Opportunities AnalysisObjective,issues &STP (segemntation, targeting, positioning)Marketing Strategy (using 4P aspects)Action Programs (using 4P aspects)BudgetsControls (how programs implemented &contigency plans)