IMC REVIEW

Concepts 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

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

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

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 Mix Budget Messages Media 5

Product Price Place Marketing Promotion our focus

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

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

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 Persuades Reminds

with different budgets, different views of market, 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. Advertising Sales promotion Public relations Direct marketing (Personal selling) Internet wide range of marketing and promotional tools must be coordinated to communicate effectively and present a consistent image to target markets.

IMC Advertising Sales promotion Public relations Direct marketing 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

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

Benefits of IMC 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 13

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

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

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.

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.

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

IMC THE BIG PICTURE

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.

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.

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.

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