1. Introduction • The marketing mix management paradigm has played an influential role in the development of marketing theory and practice; and it has dominated marketing thought and research. • Companies now need fresh thinking about how to operate and compete in the new marketing environment. • Integrated marketing entails the co-ordination of all the marketing activities, in order to maximize all the joint effects. • An integrated marketing communication strategy (as part of integrated marketing) would thus involve choosing marketing communication options that reinforce and complement one another. Introdu… • The dramatic changes over the past years presented marketers with new challenges on how to effectively inform, persuade, stimulate and remind consumers with the numbers and the diversity of communication options available. • The main purposes and ultimate role of marketing communication are – To inform, persuade or remind and – To influence the behavior of the target market in the purchase of products or loyalty towards the brand. Introdu… • Marketers can use the marketing communication strategy to convince the selected target market(s) that the products or services offered provide a significant and competitive advantage over those of their rivals • Integrated marketing communication (IMC) is the combination of all marketing communications efforts in an integrated way, in order to maximize the communication effects that promote company goals. Introdu… • The conceptualizing of IMC will be discussed in the following sections mainly – concepts related with strategies for developing promotional perspectives, – the process and advantages of integrated marketing communications, – steps in developing effective marketing communications, – methods for setting promotional budgets and factors considered to determine appropriate promotion mix. 2. Strategies for Developing Promotional Perspectives • The amount that a company may spend on its total promotional effort, which consists of advertising, personal selling, and sales promotion is not easy to determine, there are no uniform standards to indicate how much should be spent on promotion in a given product/market situation. • Promotion strategies are concerned with the planning, implementation, and control of persuasive communication with customers. • These strategies may be designed around the 4PS or any combination of these. Strategies for Developing ……. • The distribution of the total promotional budget among advertising, personal selling, and sales promotion is another strategic matter. • The formulation of strategies dealing with these two issues will be discussed below as follows. 2.1 .Promotion Expenditure Strategy • Promotion expenditure makes up one part of the total marketing budget. • The promotional expenditure vary from one product/market situation to another. 2.1 .Promotion Expenditure ….. • Promotion induces competitors to react, but there is no way to anticipate competitive response accurately. • Promotion Strategies Despite the difficulties involved, practitioners have developed rules of thumb for determining promotion expenditures that are strategically sound. • They either take the form of a breakdown method or they employ the buildup method. 2.1 .Promotion Expenditure ….. Breakdown Methods: - under this method: The percentage-of-sales approach: Affordability approach: Return-on-investment approach: The competitive-parity approach: Buildup Method: • Many companies have advertising, sales, and sales promotion (merchandising) managers who report to the marketing manager. • The marketing manager specifies the objectives of promotion separately for the advertising, personal selling, and sales promotion of each product line. • Ideally, the groundwork of defining objectives should be done by a committee consisting of executives concerned with product development, pricing distribution, and promotion. Committee work helps incorporate in puts from different areas; thus, a decision about promotion expenditure is made in the context of the total marketing mix. • In practice, it may not always be easy to identify the separate roles of advertising, personal selling, and sales promotion because these three methods of promotion usually overlap to some degree. • Once departmental objectives have been defined, each area works out a detailed budget, costing each item required to accomplish the objectives of the program. • As each department prepares its own budget, the marketing manager may also prepare a summary budget for each of them, simply listing the major expenditures in light of the overall marketing strategy.