1. Topic: 10 IMC Strategies Dr
Topic: 10 IMC Strategies Dr. Ehsanul Huda Chowdhury Course: Strategic Marketing Batch: 17 th BBA Program IBA Dhaka University

2. IMC Strategy is ―
Initiating and maintaining a flow of communications between a company (brand) and its market targets.

3. Composition of IMC Strategy Interactive/Internet Marketing
Direct
Marketing
Advertising
Promotion
Components
Personal
Selling
Sales
Promotion
Public
Relations

4. DEVELOPING THE IMC STRATEGY
MARKET TARGETING AND POSITIONING STRATEGIES
COMMUNICATION
OBJECTIVES
ROLE OF PROMOTION
COMPONENTS
Advertising
Sales Promotion
Public Relations
Personal Selling
Direct Marketing
Interactive/ Internet Marketing
PROMOTION
BUDGET
Coordination
with Product,
Distribution,
and Price
Strategies
PROMOTION COMPONENT
STRATEGIES
INTEGRATE AND IMPLEMENT PROMOTION COMPONENT STRATEGIES
EVALUATE EFFECTIVENESS OF PROMOTION STRATEGY

5. ILLUSTRATIVE COMMUNICATION OBJECTIVES
Need Recognition
Finding Buyers
Brand Building
Evaluation of Alternatives
Decision to Purchase
Customer Retention

6. Factors Guiding the Role Assigned to Each Component
Market Target(s)
Desired Positioning
Role of Promotion in Positioning
Product Characteristics
Stage of Life Cycle
Situation Specific Factors

7. DETERMINING THE PROMOTION BUDGET Follow the Competition
Objective and Task
All You Can Afford
Percent of Sales
Budgeting Approaches
Follow the Competition

8. Integrating and Implementing Promotion Strategy Integration Challenges
Avoiding fragmentation
Difficulty in evaluating productivity
Differences in priorities
Separate organizational units
Assigning integration responsibility

9. Illustrative Influences on Promotions Strategy
Advertising/ sales promotion driven
Balanced
Personal selling driven
Number and dispersion of buyers
Buyers’ information needs
Size and importance of purchase
Distribution
Product Complexity
Post-purchase contact required
Small
High
Large
Direct
Yes
Low
Channel No

10. IMC Strategy Issues Expense/Response Relationships Allocation
Impact on Brand Equity
Integration of Promotion Components
Evaluating Effectiveness

11. ADVERTISING STRATEGY Setting Objectives and Budgeting
Creative Strategy
Media/Programming Strategy
Role of the Agency
Program Implementation and Effectiveness

12. ADVERTISING STRATEGY Target Audience Advertising Objectives
Advertising Budget
Creative Strategy
Advertising Media and Programming Schedules
Implement and Evaluate Strategy Effectiveness

13. Illustrative Advertising Objectives
Expose communication to target audience
Create awareness
Change attitude(s)
Increase Sales
Generate profits

14. Determining Advertising Objectives
Does the advertising aim at immediate sales?
Does the advertising aim at near-term sales?
Does the advertising aim at building a long-range consumer franchise?
Does the advertising aim at helping increase sales?
Does the advertising aim at some specific step that leads to a sale?
How important are supplementary benefits of advertising?
Should the advertising impart information needed to consummate sales and build customer satisfaction?
Should advertising build confidence and goodwill for the corporation?
What kind of images does the company wish to build?
Source: from Exhibit 12-5.

15. Budget Determination
OBJECTIVE AND TASK METHOD HAS A STRONGER SUPPORTING LOGIC THAN THE OTHER METHODS.
Budget Determination
Media/ Scheduling
Creative Strategy

16. MEDIA / SCHEDULING DECISIONS
Television
Radio
Magazines
Online
Website
Outdoor

17. Factors Influencing Media Decisions
Access to the target audience
Favorable access to cost
Unfavorable access to cost
Cost of reaching the target group(s)

18. Role of the Advertising Agency
Target Audience
Advertising Objectives
Advertising Budget
Creative Strategy
Advertising Agency
Advertising Media and Programming
Evaluate the Effectiveness of the Strategy

19. MEASURING ADVERTISING EFFECTIVENESS
Rating
Services
Test
Marketing
Sales and
Expense Analysis
MEASURING
ADVERTISING
EFFECTIVENESS
Controlled
Tests
Recall
Tests

20. SALES PROMOTION STRATEGY
SALES PROMOTION consists of various incentives, mostly short term, intended to stimulate quicker and/or greater purchase of particular goods/services by end-user consumers or value chain organizations.
The strategy process is similar to the design of advertising strategy.

21. Sales Promotion Activities and Targets
Activities include trade shows, specialty advertising, contests, displays, coupons, recognition programs, and free samples.
SALES
PROMOTION
TARGETS
Consumer
Buyers
Salespeople
Business
Buyers
Value Chain

22. Communication Platforms
Advertising
Print and broadcast ads
Packaging inserts
Motion pictures
Brochures and booklets
Posters
Billboards
POP displays
Logos
Videotapes
Sales Promotion
Contests, games, sweepstakes
Premiums
Sampling
Trade shows, exhibits
Coupons
Rebates
Entertainment
Continuity programs

23. Communication Platforms
Events/ Experiences
Sports
Entertainment
Festivals
Art
Causes
Factory tours
Company museums
Street activities
Public Relations
Press kits
Speeches
Seminars
Annual reports
Charitable donations
Publications
Community relations
Lobbying
Identity media
Company magazine

24. Communication Platforms
Personal Selling
Sales presentations
Sales meetings
Incentive programs
Samples
Fairs and trade shows
Direct Marketing
Catalogs
Mailings
Telemarketing
Electronic shopping
TV shopping
Fax mail
Voice mail
Blogs
Websites

25. Characteristics of the Marketing Communications Mix
Advertising
Pervasiveness
Amplified expressiveness
Impersonality
Sales
Promotion
Communication
Incentive
Invitation

26. Characteristics of the Marketing Communications Mix
Public Relations and Publicity
High credibility
Ability to catch buyers off guard
Dramatization
Events and Experiences
Relevant
Involving
Implicit

27. Characteristics of the Marketing Communications Mix
Direct Marketing
Customized
Up-to-date
Interactive
Personal Selling
Personal interaction
Cultivation
Response
Word-of-Mouth Marketing
Credible
Personal
Timely

28. THE END