Dr. Ioannis Assiouras ac1226@Coventry.ac.uk Promotion

Turkey

Learning Objectives Define what is the integrated marketing communications Understand the marketing communication mix Discuss the main purposes and objectives of communication Understand the international communication process

Integrated marketing communications (IMC) “a concept of marketing communication planning that recognises the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines, e.g. general advertising, direct response, sales promotion and public relations – and combines these disciplines to provide clarity, consistency and maximum communication impact”. American Association of Advertising Agencies

IMC Campaign

Marketing communications Source: Hutton, J.H. (1996), Integrated Marketing Communications and the Evolution of the Marketing Thought, Journal of Business Research, 37, 155–62 Marketing communications Public Relations Marketing Communications Advertising Investors relations; community relations; employee communications; public affairs/ government relations; media relations; corporate identity ; crisis communications, executive communications; charitable communications; etc. Product advertising Corporate advertising Distribution, logistics, pricing, new Product etc. Product publicity; brochures & others collateral materials; parts of media relations; crisis communications; corporate identity; sponshoships; etc Sales forces and channel communications; trade shows; packaging, direct marketing; sales promotions etc. Marketing

Communication Mix TYPE DISCRIPTION EXAMPLES Advertising Any paid form of non-personal communications of idea, product or service in the prime media TV / Magazine / Cinema / Outdoor Sales promotion Short-term incentives to encourage purchase or sales of a product/service Discount / Trails / Trade promotion Personal selling Oral communication with prospective purchasers with the intention of making a sale Sales Visits/Retail Sales/Inbound Telesales Public relations / Sponsorship Planned and sustained effort to establish, maintain goodwill and mutual understanding between an organisation and its public Public Affairs / Sponsorship / Internal Communications Events, Exhibitions Direct marketing Direct communications with carefully targeted individual customers to obtain an immediate response Direct mail / Inserts / Catalogues / Door to door / Tele Marketing Interactive online communications Engage individuals with messages that are delivered through electronic channels that offer all parties an opportunity to response search engine, web blogs, social media etc.. Other communications methods Point-of-purchase communications, mobile phone communications, branded entertainment, product placement, guerrilla marketing, packaging In-store advertising/ merchandising, applications, films

Purposes of Communication Promotion: Brand objectives Increasing the value of the corporate brand and the product image (focus on the brand) Helping to establish the position or re-position the product or brand Increasing awareness levels especially in new country markets Changing consumers’ perceptions of products, brands or the firm Promotion: Sales Objectives Increasing market share at the expense of local/international competitors Identifying new potential customers or obtaining a specific number of responses to a promotional campaign Reducing the impact of competitors in the market

Elements of International Communication Process Hollensen, 2017