1. MARKETING STRATEGY O.C. FERRELL • MICHAEL D. HARTLINE10
Integrated Marketing
Communications

2. Integrated Marketing Communication
Integrated Marketing Communication (IMC)
“…the strategic, coordinated use of promotional elements to ensure maximum persuasive impact on the firm’s current and potential customers.”
Reasons that IMC is important:
Fosters long-term relationships
Reduces or eliminates promotional redundancies
Technology allows better targeting of customers

3. Promotional Elements Used in IMC
Exhibit 10.1

4. Strategic Issues in Integrated Marketing Communications
IMC must have clear promotional goals and objectives
The AIDA Model
Attention
Interest
Desire
Action
Promotional goals with respect to the supply chain
Push or pull strategy?

5. Promotion Strategy Over the Product Life Cycle
Exhibit 10.2

6. Advertising Types of Advertising Determining the Advertising Budget
Institutional advertising
Advocacy advertising
Product advertising
Determining the Advertising Budget
Objectives and task approach
Percentage of sales approach
Competitive matching approach
Arbitrary approach

7. Evaluating Advertising Effectiveness
Methods
Evaluating the achievement of advertising objectives
Assessing the effectiveness of advertising copy, illustrations, and layouts
Evaluating the effectiveness of various media
Timing of Evaluation
Pretest
During campaign
Posttest

8. Public Relations Public Relations Methods Negative Public Relations
News (or press) releases
Investor relations
- Feature articles
- Employee relations
White papers
- Event sponsorship
Press conferences
- Product placement
Lobbying

9. Personal Selling and Sales Management
The Sales Management Process
Developing Sales Force Objectives
Determining Sales Force Size
Recruiting Salespeople
Training the Sales Force
Controlling and Evaluating the Sales Force
The Impact of Technology on Personal Selling

10. Comparison of Sales Force Compensation Methods
Exhibit 10.8

11. Sales Promotion in Consumer Markets
Types of Sales Promotion to Consumers
Coupons
Rebates
Samples
Loyalty programs
Point-of-purchase promotion
Premiums
Contests and sweepstakes

12. Sales Promotion in Business Markets
Sales Promotion Methods Unique to Business Markets
Trade allowances
Free merchandise
Training assistance
Cooperative advertising
Selling incentives