Mata kuliah
Tahun
: 00274 / Integrated Marketing Communication
(IMC)
: 2009/2010
A INTRODUCTION TO
INTEGRATED MARKETING COMMUNICATION
(IMC)
Pertemuan 1 & 2
By: Dr. Dominiq Tulasi
Learning Objectives
• At the end of this course, students
expected
to conclude the comprehension, application,
analysis, synthesis and the concept of Integrated
Marketing Communication, related to its all
elements in achieving end consumers or market
targeting.
• The students are expected to originate their
analysis based on Marketing Mix and its derivation
on Promotional Mix as starting point of
understanding Integrated Marketing Communication
(IMC).
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THE EVOLUTION OF IMC:
• During the past several decades, companies around the world
have perfected the art of mass marketing—selling highly
standardized products to masses of customers. In the process,
they have developed effective mass-media advertising
techniques to support their mass-marketing strategies. These
companies routinely invest millions of dollars in the mass media,
reaching tens of millions of customers with a single ad.
• However, as we move into the twenty-first century, marketing
managers face some new marketing communications realities;
(Kotler and Amstrong, 2004: 467).
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The Changing Communications Environment (1)
• New technologies also provide new
communications avenues for reaching smaller
customer segments with more-tailored messages.
• The shift from mass marketing to segmented
marketing has had a dramatic impact on marketing
communications. Given this new communications
environment, marketers must rethink the roles of
various media and promotion mix tools.
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The Changing Communications Environment(2)
• Mass-media advertising has long dominated the
promotion
mixes
of
consumer
product
companies. However, although television,
magazines, and other mass media remain very
important, their dominance is now declining.
• Market fragmentation is now has resulted in media
fragmentation—in an explosion of morefocused media that better match today’s
targeting strategies.
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WHAT IS IMC?
IMC is a concept of marketing communication
planning that recognizes the added value of a
comprehensive plan that evaluates the strategic roles
of a variety of communication disciplines – for
example, general advertising, direct response, sales
promotion, and public relations – and combines these
discipline to provide clarity, consistency, and
maximum communications impact, (AAAA=American
Association of Advertising Agencies).
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WHAT IS IMC? (2)
•
IMC Is a new way of looking at the whole, where once we
saw only at parts such as advertising, PR, Sales
Promotion, Purchasing, employee communication and
so forth” (Don Schultz, Stanley Tanenbaum & Robert
lauterborn).
• IMC is the process of developing and implementing various
forms of persuasive communications programs with
customers and prospects over time. The goal of IMC is
to influence or directly affect the behavior of the
selected communications audience.
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WHAT IS IMC? (2)
•IMC is the concept under which a company carefully
integrates and coordinates its many communications
channels to deliver a clear, consistent, and compelling
message about the organization and its products.
(Kotler and Amstrong, 2004: 469)
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The Objective of IMC
• The objective Is to create Synergy, which means
that coordinating marketing communication tools
creates more impact than the tools would have
without such coordination.
• Integrate promises more efficiency, maintain
customer loyalty and also support consistency in
total marketing programs.
• The coordination and integration of all marketing
communication tools, avenues, and sources within
a company into a seamless program that
maximizes the impact on consumers and other end
users at a minimal cost; (Kotler, 2004: 467).
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PROMOTION AND INTEGRATION TOOLS:
• Promotion is The coordination of all seller initiated
efforts to set up channels of information and
persuasion to sell good and services or
promote an idea. (Michael L. Ray).
• Promotion is one of the four components of the
mix that contains another series of marketing
functions.
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PROMOTION AND INTEGRATION TOOLS:
• Traditionally,
promotional
activities
include
advertising, sales promotions, and personal
selling activities. The sales promotion are
normally includes both sales and trade
promotions. Within the context of promotions,
some add direct marketing and public
relations programs as depicted in figure
bellow:
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The Marketing Mix and Promotion Mix
(The Starting Point)
Product
Advertising
Promotion
Price
Sales
Promotion
Direct
Marketing
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Place
Personal
Selling
Public
Relations
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MARKETING COMMUNICATION MIX/PROMOTION MIXFIVE MAJOR PROMOTION TOOLS:
1. Advertising is the any paid form of nonpersonal
presentation and promotion of ideas, goods, or
services by an identified sponsor.
although advertising is used mostly by business
firms, it also is used by a wide range of not-forprofit organizations, professionals, and social
agencies that advertise their causes to various
target publics.
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2. Sales promotion is the short-term incentives to
encourage the purchase or sale of a product or
service. Its main purpose is to stimulate
immediate action. Uses a variety of incentive for
consumer and trade-The primary strength of this is
that it offers an “extra incentive” for consumer to
act.
Promotion has the power to influence behavior
because it offers the buyer superior value in the
short term.
ex. a McDonald’s Happy Meal purchase etc.
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SALES PROMOTION
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3. Public Relations is the building good relations with the
company’s various publics by obtaining favorable publicity,
building up a good corporate image, and handling or heading
off unfavorable rumors, stories, and events.
• used to create and maintain goodwill
and control a corporate / brand image.
• the use of information and the communication of
that information through a variety of media to influence
public opinion.
• Several strength, wide reach, credibility, flexibility and
relatively low costs.
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4. Personal selling is the personal presentation by
the firm’s sales force for the purpose of making
sales and building customer relationships.
5. Direct marketing is the direct connections with
carefully targeted individual consumers to both
obtain and immediate response and cultivate
lasting customer relationships—the use of
telephone, mail, fax, e-mail, the Internet, and
other tools to communicate directly with specific
consumers; (Kotler and Amstrong, 2004: 467).
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Direct marketing
• Strengths,
More targeted than other forms of marketing communication
Ability to personalize approach; Results are measurable All
elements are testable Flexible.
• Weaknesses,
Ineffective unless used as long term strategy
Poorly execute creates distrust and poor image
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THANK YOU!
THE WINNER NEVER QUITS… AND,
THE QUITTER NEVER WINS……!
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