Scribd
Upload
6 views

Chapter 2

The document discusses various tools for integrated marketing communication including advertising, direct marketing, sales promotion, personal selling, public relations, social media marketing, and sponsorships. It provides details on each tool, describing their purpose and how they are used to communicate with customers as part of an integrated marketing strategy.

Uploaded by

Oshadi Vindika
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
6 views

Chapter 2

The document discusses various tools for integrated marketing communication including advertising, direct marketing, sales promotion, personal selling, public relations, social media marketing, and sponsorships. It provides details on each tool, describing their purpose and how they are used to communicate with customers as part of an integrated marketing strategy.

Uploaded by

Oshadi Vindika
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 19

Chapter 2 Lecture by: Mrs.MIF.

Abrose
Temporary Assistant Lecture
Department of Marketing Management
Tools for Integrated
Marketing Communication
1. ADVERTISING

• Advertising is the non-personal and paid form of communication. It is one


of the most effective forms of communication where it reaches a mass
audience at once within a short period of time.
• Advertising has always been an effective way to communicate to large
audiences quickly. Although it can be expensive, it’s the most efficient long
term because of its wide reach.
• The goal of advertising is to solidify a global brands personality and
spread its message quickly and convincingly to mass consumers. This
form of Integrated marketing communication has an abundance of
mediums to choose from depending on the brand and its audience.
• Advertisements are seen in print, posters, TV, radio,billboards, and
throughout the internet.
2. DIRECT MARKETING
• It is the oldest form of communication where organizations directly
communicate with end-users through emails, telephone, fax, text
messages, catalog, brochure, and promotional letter.
• Nowadays people buy more online, so marketers help consumers
in the buying process by sending those catalogs and other
marketing material which makes the process easier for consumers.

• Direct Marketing is a type of integrated marketing communication


that focuses on presenting brand information to only those with
similar interests. Although direct marketing has features of mass
advertising, its use of the target market makes it more susceptible
to achieving brand goals.
3. SALES PROMOTION
• Sales promotion is the short term incentives
given to consumers to accelerate the sale.
• It gives them a reason to buy the product by
providing attractive offers like discount
coupons, contests, premiums, samples,
sweepstakes, price packs, low-cost financing
deals, and rebates.
4.Personal selling
• Personal selling includes face to face
interaction with the end-users with the motive of
promoting the product and convincing the buyer
to purchase the product.
• It is the most effective tool in IMC as a
salesperson directly communicates with the
buyer, resolves their issues on spot, improvise
his pitch as per the need of the buyer, and
focuses on building a long-term relationship
with end-users.
5. Public Relations

• It is the practice of managing the relationship


between an organization and the public.
• It is a two-way communication where the public
shares their feedback to the organization.
• PR is done to create goodwill in the market and
present the product of the company in the
positive light.
• Promotion can be done through press releases,
public appearances, event sponsorships, news,
etc.
6. Social Media Marketing

• It is one of the most powerful media where the


promotion of the brand or business can be
done through the social media channel. It is
one of the low-cost promotional methods where
a large number of users are targeted at once.
7. Sponsorships

• It is a mixture of sales promotion and public


relations. Sponsorships create brand loyalty
and help in differentiating the product with
competitors.
IMC PROCESS
Product communication aspects
PRODUCT
DECISIONS

Pricing communication aspects


PRICING
THE
PRODUCT DECISIONS
MAKER

IMC
CUSTOMER

Place communication aspects


PLACE
DECISIONS

Advertising
PR
PROMOTION
Sales promotion
DECISIONS Personal selling

MARKETING MIX PROMOTION MIX


Models of communication
and behavior
response hierarchy model
Nicosia model
Howard–Sheth Model
end

You might also like