Integrated marketing
Communication
Wong Lip Wih, BPharm, Msc,PhD
Marketing Communication Mix
• The specific mix of advertising, personal
selling, sales promotion and public relations a
company uses to pursue its advertising and
marketing objectives
Advertising
• Any paid form of non personal presentation
and promotion of ideas, goods or services by
an identified sponsor.
• Tools = Print, broadcast, outdoor and other
forms.
Sales Promotion
• Short-termed incentives to encourage the
purchase or sale of a product or service
• Tools = point-of-purchase displays, premiums,
discounts, coupons, specialty advertising and
demonstrations.
Public Relation
• Building good relations with the company’s
various publics by obtaining favourable
publicity, building up a good “corporate image’
and handling or heading off unfavourable
rumours, stories and events.
• Tools = press releases and special events.
Personal Selling
• Personal presentation by the firm’s sales force
for the purpose of making sales and building
customer relationship.
• Tools = sales presentations, trade shows and
incentive programs.
Direct Marketing
• Direct connection with carefully targeted
individual consumers to both obtain an
immediate response and cultivate lasting
customer relationship
• Tools = catalogs, telephone marketing, kiosks,
the internet etc.
Integrated Marketing Communication
• 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.
Choosing Media
• Communicator now must select channels of
communication
– Personal Communication Channels
– Non personal Communication Channel
Personal Communication Channels
• Two or more people communication directly with
each other, face to face, over telephone, thru the
mail/internet
• Word –of-mouth influence = personal
communication about a product between target
buyers and neighbours, friends, family members &
associates.
• Buzz marketing = cultivating opinion leaders and
getting them to spread information about a product
or service to others in theirs communities.
Nonpersonal communication channels
• Media that carry messages without personal contact or
feedback.
• Major media :
– print media (newspapers, magazines, direct mail)
– Broadcast media (radio, television)
– Display media (billboard, signs, posters)
– Online media (online services, web sites)
• Atmosphere = designed environments that create/reinforce
the buyer’s learning towards buying a product.
• Events = staged occurances that communicates messages to
targeted audiences. (eg. Public relation arranging openings,
shows, tours etc)
Setting total promotion budget
• One of hardest marketing decision, within a
given industry, both low & high spenders can
be found, there are 4 methods:
– Affordable method
– Percentage of sales method
– Competitive parity method
– Objective and task method
Setting total promotion budget
• Affordable method = setting the promotion
budget at the level management thinks the
company can afford.
• Percentage of sales method = setting the
promotion budget at a certain percentage of
current or forecasted sales or as a percentage
of the unit sales price.
Setting total promotion budget
• Competitive parity method = setting the promotion budget to
match competitots’ outlays
• Objective and task methods = developing the promotion
budget by
– Definining specific objectives
– Determining the tasks that must be performed to achieve
these objectives
– Estimating the costs of performing these tasks
– The sum of all these costs is the proposed promotion
budgets.
Promotion Mix Strategies
• Push strategy involves “pushing” the product
through distribution channels to final
consumers. The producers directs its
marketing activities (primarily personal selling
and trade promotion) towards channel
members to induce them to carry the product
and to promote it to final consumers
Promotion Mix Strategies
• Pull strategy = the producers directs its
marketing activities (primarily advertising and
consumer promotion) towards final
consumers to induce them to buy the product.
If the pull strategy is effective, consumers will
then demand the product from the channels
members who will inturn demand it from
producers. Thus under a pull strategy,
consumers demand “pull” the product
through the channels.
Content of a Marketing Plan
• Executive Summary
• Current Marketing Situation
• Threat and Opportunities Analysis
• Objective,issues &STP (segemntation, targeting, positioning)
• Marketing Strategy (using 4P aspects)
• Action Programs (using 4P aspects)
• Budgets
• Controls (how programs implemented &contigency plans)
Thank You