Integrated Marketing Communication Strategy презентация

communication mix;
Steps in developing effective communication;
Marketing communications media possibilities;
Marketing communication budget;
Socially responsible marketing communications;

promotion of a product by an identified sponsor;
Personal selling – personal presentation by a firm’s sales force for the purpose of making sales and building customer relationships;
Sales promotion – short-term incentives to encourage the purchase of a product;
Public relations – building good relations with company’s various publics by obtaining favourable publicity, building up good corporate image, and building or heading off unfavourable rumours, stories, events;
Direct marketing – direct communications with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relations;

product;
Cultural sensitivity;
Legal and regulatory conditions;
Competitor actions;
Target market composition;

taking the product directly to the customer via whatever means, ensuring the customer is aware of your brand at the point of purchase.
Pull strategy - A pull strategy involves motivating customers to seek out your brand in an active process. "Getting the customer to come to you“.

about the product;
Growth – increase brand awareness and foster customer loyalty;
Maturity – create product differentiation and highlight specific benefits and features;
Decline – remind that the product exists;

compelling message

alternative ways to communicate with target audiences;
Penetrating the skepticism and capturing the attention of new generations;
Shifting of marketing budget from media advertising to other forms of promotion;
Rapid growth of database marketing;
Rapid growth of internet;
Developing and sustaining brand identity and equity;

depending on the buyer-readiness stage: awareness, knowledge, liking, preference, conviction, purchase;
Designing a message:
- message content (what to say?) – rational, emotional or moral appeals;
- message structure (how to say it?) – to make a conclusion or leave it to the audience, one-sided or two-sided arguments, presenting the strongest arguments first or last;
- message format – headline, copy, illustration, colour;

(Continued)

Choosing media
- personal communication channels – face to face, phone, chat, consumer advocates, family members, friends, neighbours, co-workers, etc.
- non-personal communication channels – media (print media: newspapers, magazines, direct mail; broadcast media: radio, television; display media: billboards, signs, posters; online media: Internet), atmospheres, events
- message source – the company, the brand name, the salesperson of the brand, or the actor in the ad who endorses the product
Collecting feedback

weekly, local, regional, national); magazines (weekly, monthly, quarterly, annual, general interest, special interest, consumer, trade, association, company, club); directories
Television – local, regional, national, international, terrestrial, cable, satellite, video, teletext
Cinema – local, regional, national
Radio – local, regional, national, international

trains, boats, poster vans); outdoor (billboards, bins, posts, benches, flyers, aerial banners, sport ground sites); indoor (at POS and at exhibitions – on windows, shopping trolleys, counters, shelves, hanging signs, on stands and displays, on notice boards, in public toilets)
Internet – websites, e-mails, blogs
Direct mail – letters, leaflets

customers/consumers, members of the media, members of the trade, other publics
Leaflets and brochures – annual financial reports, special offer fliers, press releases, etc.
Stationery – business cards, letterheads, memos, fax invoices, receipts, envelopes, pencils, pens, paperclips, etc.
Packaging – all forms and types

greeting cards, labels, bookmarks, clothing items, nameplates, badges, cups, sport equipment, etc.
Point-of-sale displays (POS) – shelf displays, bins, carousels, posters, videos, exhibition boards, stands
Livery and signage – signage in and on shops offices, buildings; vehicle signage (cars, vans, lorries, trains, planes); uniforms and working clothes; sign posts, illuminated signs, display signs
Others – postal service, telephone, beer mats, floor mats, balloons, golf tees and golf holes, back of receipts/tickets, bags, flags, PR stunts/events, CDs, DVDs, etc.