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IMC REVIEW. Concepts Communication Communication √ Marketing – 4Ps Marketing Communication  The old-fashioned promotion ”P” Integrated Marketing Communication.

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... konulu sunumlar: "IMC REVIEW. Concepts Communication Communication √ Marketing – 4Ps Marketing Communication  The old-fashioned promotion ”P” Integrated Marketing Communication."— Sunum transkripti:

1 IMC REVIEW

2 Concepts Communication Communication √ Marketing – 4Ps Marketing Communication  The old-fashioned promotion ”P” Integrated Marketing Communication Focus of IMC Benefits of IMC IMC Mix Steps in IMC Campaigns IMC Planning Model

3 MARKETING ‘Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably’ The Chartered Institute of Marketingdesigning ‘the right product, in the right place, at the right time, and at the right price’ Adcock et al

4 AMA defines Exchange is a central concept in marketing. For exchange to occur, there has to be two or more parties two or more parties with something of value to one another with something of value to one another a desire and ability to give up that something to the other party a desire and ability to give up that something to the other party a way to communicate with each other a way to communicate with each other

5 Marketing Mix-4 Marketing Mix Product Decisions Quality Design Branding Packaging Customer Service New Products Product mix, line and life cycle strategies Price Decisions Objectives Strategies Methods Setting pricing Price changes Discounting Place Channel type Channel mgt Supply chain Distribution Logistics Transportation Service levels Promotion Goals Objectives Mix Budget Messages Media

6 Product Price Place Marketing Promotion  our focus

7 Marketing communication The old-fashioned promotion ”P” Advertising Sales promotion Public relations Direct marketing (Personal selling) Internet

8 Remember, it’s still about moving people from A to B A B C But why is it getting increasingly difficult to do so? SIS6 F06

9 Marketing communications is any communication that flows from an organisation to its customers, potential customers and other groups who may influence its success. MC Informs Informs Persuades Persuades Reminds Reminds

10 Advertising Sales promotion Public relations Direct marketing (Personal selling) Internet For many years the promotional function in most companies was dominated by mass media advertising. Many marketers planned and managed them as seperate practices with different budgets, different views of market, different goals and objectives. wide range of marketing and promotional tools must be coordinated to communicate effectively and present a consistent image to target markets.

11 IMC involves coordinating the various promotional elements and other marketing activities that communicate with a firm’s customers. Advertising Sales promotion Public relations Direct marketing Personal selling Internet PROMOTIONAL MIX: THE TOOLS FOR IMC

12 IMC, as a philosophical concept, dictates that all parties involved in the firm’s communication efforts co-ordinate to speak to target audience(s) with one voice a unified message a consistent image

13 CLARITY - Avoid giving conflicting messages CONSISTENCY - All messages convey the core values/attributes of corporate identity and brand SYNERGY - Messages reinforce each other through repetition and development Benefits of IMC

14 Create awareness/familiarity Develop interest and positive image Motivate trial and repeat purchasing Retain loyal customers Build long-lasting relationships Objectives of IMC Campaigns

15 INTEGRATED MARKETING COMMUNICATIONS PLANNING MODEL 1) Detailed situation analysis: internal marketing audit and review, external analysis of the market competition and environmental factors Several forms: but generally include five basic elements

16 2) Specific marketing objectives that provide direction, a time frame for marketing activities, and a mechanism for measuring performance 3) A marketing strategy and program that include selection of target market(s) and decisions and plans for the four elements of the marketing mix.

17 4) A program for implementing the marketing strategy, including determining specific tasks to be performed and responsibilities. 5) A process for monitoring and evaluating performance and providing feedback so that proper control can be maintained and any necessary changes can be made in the overall marketing strategy or tactics.

18 Steps in Designing IMC Campaign Steps in Designing IMC Campaign Read Belch & Belch p. 31 Step 1. Situational analysis : Research & Analysis Step 6. Tactics Step 3. Setting objectives Step 4. Setting the budget Step 5. Strategic decision-making Step 2. Identifying the target audiences Step 7. Implementation Step 8. Campaign evaluation : control

19 IMC THE BIG PICTURE

20 Bütünleşik pazarlama iletişimi pazarlamaya farklı bir açı kazandırmaktadır: Pazarlamanın 4P’si de iletişim öğeleri taşımaktadır. Bütünleşik pazarlama iletişimi örgüte genel bir perspektifle yaklaşır, örgütün vizyonu, genel hedef ve amaçlarını tanımlaması vb örgütü ilgilendiren tüm kararlarda merkezine tüketiciyi alır. Örgüt içindeki bütün kararlar tüketici merkezli olmalıdır, dışarıdan içeriye doğru alınmalıdır.

21 Bütünleşik pazarlama iletişimi örgüte genel bir perspektifle yaklaşır, örgütün vizyonu, genel hedef ve amaçlarını tanımlaması vb örgütü ilgilendiren tüm kararlarda merkezine tüketiciyi alır. Örgüt içindeki bütün kararlar tüketici merkezli olmalıdır. Bütünleşik pazarlama iletişimi yalnızca pazarlama iletişimi unsurlarının değil, örgütsel yapı içinde alınan bütün kararların, örgütün ortak hedef ve amaçlarını gerçekleştirmek üzere stratejik olarak tek elden planlaması ve uygulanması temeline dayalıdır.

22 Örgüt tarafından/örgütle ilgili bilinçli ya da bilinçsiz üretilen bütün mesajların kontrolü ve ölçümlenmesi: Tüketiciler kurumlardan gelen farklı mesajları tek bir algılama yöntemiyle algılar, tutum-davranış  satın alma kararlarını bu algılar çerçevesinde şekillendirirler. Pazarlama iletişimi dışında pazarlama karmasını oluşturan ürün/hizmet, fiyatlandırma, dağıtım kanalıyla ilgili mesajlar farklı kaynaklardan algılanır  kurumla ilgili yargıya varılır. Bu farklı kaynakların birbirini tamamlayan/uyumlu/koordineli mesajlar iletmesi tüketicilerin kararlarını olumlu yönde etkilemektedir.

23 Örgüt içindeki tüm kararlar aynı zamanda hedef kitleler için birer iletişim unsurudur  mesaj içerir. Dolayısıyla tüm mesaj unsurları tüketici ile buluşmadan kendi içinde bütünleştirilmelidir.


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