IMC Tools Lecture Notes PDF

IMC Tools 1. Inbound & Outbound Marketing ❖ Inbound Marketing is attracting consumers by creating valuable content tailored to them. E.x. Netflix. Refers to “Full Funnel” approach to attracting, engaging, and delighti...

IMC Tools 1. Inbound & Outbound Marketing ❖ Inbound Marketing is attracting consumers by creating valuable content tailored to them. E.x. Netflix. Refers to “Full Funnel” approach to attracting, engaging, and delighting customers using online content. ❖ Outbound marketing aims to send a marketing message to as many people as possible whether it's relevant or welcomed. E.x. Real Estate companies. Cold calls & emails are examples of outbound marketing tools. 2.Promotional Mix: 1. Advertising: Any Paid form on non-personal communication about an organization, product, service, or an idea by an identified sponsor. Non-personal means that the message is not personalized since it is meant to target the mass audience. E.x. Out of Home (OOH) ex.Billboards, Broadcast e.x. Tv&Radio, Print e.x. (Magazines & Newspaper.) No immediate feedback, can’t trace sales. ❖ This method aims to accomplish: 1. Awareness 2. Increase sales 3. Change attitude toward brand\product E.x. Watchit. 4. Build Brand Image. E.x. Volvo 2. PR (Public Relation): Can be defined as strategic communication to build healthy relations between an organization and its public. Its purpose is to establish\maintain a positive brand image of a company among publics for instance, employees, investors, Suppliers, governments and as well as customers. ❖ Similar to advertising it is non-personal communication but is not directly paid by the company. The organization attempts to make the media cover or run a favorable story on a product, service, cause, or event to affect awareness, Knowledge, Opinions, and Behaviour. Les inconvenients sont: 1. Not always under the control of the company. (Might be positive or negative.) Les avantages sont: 1. Much better credibility. (Unbiased) ★ Sponsoring champions (Human Capital), making press events, Corporate Social Responsibility (CSR), are all PR tools. 3. Direct Marketing: Direct Marketing relates to using a direct channel of communication to communicate and exchange between a company and its consumers. Not intended for mass communications. Forms of Direct Marketing are: ❖ Direct Response Advertising: adopts some characteristics of advertising; Paid - mass audience - mass media as well as direct marketing Traceable - Measurable - Direct Channels. ❖ Direct Response Print Ad:  ❖ Direct mail either traditional or digital. ❖ Catalogs Traceable & Measurable Has a response device such as a toll free phone, special phone , coupon , web, or email address specific to the ad Includes a company direct call to action \offers attractive incentives \usually has a limited time frame. 4. Sales Promotions: ❖ Consumer oriented; Samples Coupons\ discounts, premiums, Contests\sweepstakes, rebates, bonus packs, POP material. Activity targeted to consumers for the main objective of increasing sales on the short term. ❖ Trade oriented; Trade allowances, training programs, cooperative advertising, Incentives. Activity targeted to wholesalers, retailers or distributors to stock more of your product or give you a premium shelf space. Point of Purchase (POP): ❖ Shelf talkers - Displays - Banners - Posters - Danglers, etc. 5. Personal Selling: ❖ Person to person communication A Seller attempts to assist and persuade prospective buyers to make a purchase or act on an idea. Flexibility, tailored message, and immediate feedback. 6. Digital Marketing: ❖ Internet: A Platform through which all the promotional mix elements can be used. New forms of communications User Generated Content (UGC) Social Media (The use of influencer marketing) Interactivity (Two-way flow of communication) ★ Content Marketing is a type of digital marketing: Why to use content marketing? - To entertain, inspire, educate, convince. Formats: ➔ Blog Posts, Social Media posts, Webinars, Video content, Infographics, Memes, Podcasts, How-to guides, Photos. ** Can be used within the offline tools where it complements and enhances the overall image of the company. 3. IMC Planning Model: 1. Review of marketing plan ↓↓↓ 2. Promotional program situation analysis ↓↓↓ 3. Analysis of the communication process ↓↓↓ 4. Budget determination ↓↓↓ 5. Develop IMC programs: ↓↓↓ ➔ Advertising PR Sales Direct Personal Digital ↑↓ ↑↓ Promotion Marketing Selling Marketing ↑↓ ↑↓ ↑↓ ↑↓ Advertising PR Sales Direct Personal Digital objectives objectives Promotion marketing selling Marketing ↑↓ ↑↓ objectives objectives objectives objectives ↑↓ ↑↓ ↑↓ ↑↓ Message PR strategy Sales Direct Personal Digital Strategy ↓ promotion marketing selling marketing ↓ strategy strategy strategy strategy ↓ ↓ ↓ ↓ Integrate and Implement IMC strategies ↓↓↓↓ Monitor, Evaluate, and Control IMC program