THE MARKETING
COMMUNICATIONS MIX
TOPICS COVERED
•
Introduction to Marketing
Communications
•
Core Concepts of the Marketing
Communications Mix
2
•
Definition
•
Role of IMC & the process of developing
an IMC Strategy
BRIEF OVERVIEW OF THE
MARKETING COMMUNICATIONS MIX
• Marketing communications
involves all the messages and
media you deploy to
communicate with the market.
• It encompasses advertising,
direct marketing, branding,
packaging, your online
presence, printed materials, PR
activities, sales presentations,
sponsorships, trade show
appearances, and more.
3
IMPORTANCE OF A
COHESIVE COMMUNICATIONS STRATEGY
A cohesive strategy ensures
all marketing
communications are
consistent and aligned with
the brand's message,
enhancing the overall impact.
4
Cohesion helps in building a
strong brand identity,
creating a seamless
experience for the consumer,
and maximizing the
effectiveness of each
marketing activity.
THE CORE CONCEPTS OF THE
MARKETING
COMMUNICATIONS MIX
5
ADVERTISING
• Advertising is defined as any paid
form of non-personal presentation
and promotion of ideas, goods, or
services by an identified sponsor.
• The objectives can be classified
into informative, persuasive, and
reminder advertising.
• Informative Advertising:
Used primarily during the
introduction of a new product
category to build primary
demand.
• Persuasive Advertising:
Gains importance as
competition increases,
aiming to build selective
demand for a brand.
• Reminder Advertising:
Maintains customer
relationships and keeps the
product in the minds of
consumers, important for
mature products.
SALES PROMOTION
• Short-term incentives to encourage
the purchase or sale of a product
or service.
• Coupons
Offering discounts on products or
services.
• Discounts
Direct price reductions to encourage
immediate purchase.
• Free Samples
Providing samples of a product for free
to introduce new customers to the
product.
• Loyalty Programs
Rewarding regular customers for their
continuous business.
• Contests and Sweepstakes
Engaging activities with rewards that
encourage customer participation and
engagement.
7
PERSONAL SELLING
• Direct interaction between
a sales representative and
a potential buyer to
influence the buyer's
purchase decision.
8
PUBLIC RELATIONS (PR)
• Building good relations
with the company's
publics (including customers,
employees, investors, and the
broader community) by
obtaining favorable
publicity, building a good
corporate image, and
handling unfavorable
rumors, stories, and
events.
9
PUBLIC RELATIONS - EVENTS
• Event marketing involves
promoting a brand,
product, or service
through in-person or
virtual events.
• This type of marketing is
crucial because it allows
for direct engagement
with the audience,
offering a unique
experience that can
enhance brand perception
and loyalty.
10
DIRECT MARKETING
• Direct marketing involves
marketing efforts that
communicate directly to
the customer through
various channels, including
mail, email, social media,
and texting, without the
use of intermediaries.
• It's used to deliver
personalized messages to a
targeted audience,
encouraging immediate
action, such as making a
purchase or signing up for a
newsletter.
11
Key Characteristics
• Targeted
Direct marketing campaigns are highly targeted, using
customer data and analytics to tailor messages to
specific segments of the market.
• Measurable
The success of direct marketing campaigns can be
directly measured by tracking responses, conversions,
and sales.
• Personalized
Direct marketing often involves personalizing
communications to increase relevance and effectiveness,
thereby enhancing customer engagement.
THE ROLE OF INTEGRATED MARKETING COMMUNICATIONS IN CREATING A
UNIFIED & CONSISTENT MESSAGE ACROSS CHANNELS
Linking All Messages Together: IMC makes sure that every way a
company communicates with people is connected and consistent.
Integrating Promotional Tools: At its core, IMC means combining
all marketing efforts so they support each other.
Consistency of Message and Media Use: The goal of IMC is to
keep the brand's message the same no matter where people see it.
13
THE PROCESS OF DEVELOPING AN
INTEGRATED MARKETING
COMMUNICATIONS
STRATEGY
14
THE 6 STAGES
IDENTIFYING THE
TARGET AUDIENCE
Understand who the
communication is
aimed at,
considering
demographics,
psychographics, and
behavior.
15
SETTING
COMMUNICATION
OBJECTIVES
Decide what the
communication
should achieve, such
as increasing
awareness,
generating interest,
or prompting a
purchase.
DESIGNING THE
MESSAGE
SELECTING
CHANNELS
ESTABLISHING THE
BUDGET
MEASURING
RESULTS
Create a compelling
message that
resonates with the
target audience and
conveys the
intended objectives.
Choose the most
effective channels to
deliver the message,
such as social
media, television,
radio, print, or
digital platforms.
Allocate resources
efficiently to ensure
the strategy can be
executed without
overspending.
Evaluate the
effectiveness of the
communication
strategy through
metrics like
engagement rates,
sales figures, or
brand awareness
surveys to refine
future strategies.
END.