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

2. Turkey

4. 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

5. 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

6. IMC Campaign

7. 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

8. 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

9. 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

10. Elements of International Communication Process
Hollensen, 2017