ADVERTISING MANAGEMENT & INTEGRATED MARKETING COMMUNICATION

1. ADVERTISING MANAGEMENT & INTEGRATED MARKETING COMMUNICATION Introductory Perspective

2. PROMOTION The communications process in marketing that is used to create a favorable predisposition toward a brand

3. PROMOTIONAL MIX A blend of communication tools used by a firm to carry out the promotion process and to communicate directly with target markets.

4. INTEGRATED MARKETING COMMUNICATIONS The process of using promotional tools in a unified way so that a synergistic communications effect is created

5. I M C PROMOTION PROMOTIONAL MIX PROCESS TOOLS MANAGEMENT

6. ADVERTISING Paid, mass-mediated attempt to persuade. It is a complex system of strategic planning, creative genius and precision execution

7. SALES PROMOTION The use of incentives to generate specific and short-term response from the buyer in the target market and simultaneously enhance dealer effectiveness

8. DIRECT MARKETING An interactive system of marketing that uses one or more advertising media to effect a measurable response and/or transaction at any location

9. E - commerce Business conducted between buyers and sellers using electronic exchange media

10. SPONSORSHIP Funding an event, a charitable cause, or creating an event to highlight a firm’s brand to a specific target audience

11. POINT – OF – PURCHASE Materials used in the retail setting to attract shopper’s attention to a company’s brand

12. SUPPORTIVE COMMUNICATIONS The variety of ways a marketer communicates to a target audience, outside of mainstream media or electronic communications • Directories • Brochures • Specialty items

13. PUBLIC RELATIONS The company focus on communication that can foster goodwill between a firm and its many constituent groups, through effective use of the media

14. PROMOTION IN MARKETING STRATEGY Marketing strategy decisions related to branding include: • Managing old and new brands • Pricing brands • Promoting brands • Distributing brands

15. PROMOTION IN MARKETING STRATEGY Three decision-making aspects of branding • Creating the marketing mix • Achieving effective • segmentation • product differentiation • positioning • Enhancing revenue and profits

16. PROMOTION IN THE MARKETING MIX • Conception • Pricing • Promotion • Distribution

17. THE MARKETING MIX • BRAND • Information and persuasion • New brand introduction • Brand extensions • Consumer Loyalty • Trade Loyalty

18. THE MARKETING MIX • PRICE • Effects in consumer markets • Effects in trade markets

19. THE MARKETING MIX • DISTRIBUTION • Consumer access • Securing trade distribution

20. WHY IS I M C IMPORTANT? • MEDIA FRAGMENTATION • Proliferation of options • Airports • Supermarkets • Print media • Event sponsorship • Direct marketing • Etc

21. WHY IS I M C IMPORTANT? • SOPHISTICATED DATABASE TECHNOLOGY • Generate, Collate and Manage the database • Mass media loses importance • Accurately identify and target specific segments like • DINKS • Self Employed Professionals

22. WHY IS I M C IMPORTANT? • CONSUMER EMPOWERMENT • Single person household • Smaller family • Higher education level • Skeptical of commercial messages • Tailored information demand

23. WHY IS I M C IMPORTANT? • INCREASED CLUTTER • TV commercial breaks sometimes have more than 15 messages • Effectiveness diluted • Consumers getting jaded

24. WHY IS I M C IMPORTANT? • SHIFTING CHANNEL POWER • Power of retailer is now undisputed • Advertising funds diverted to in-store displays, special events etc

25. WHY IS I M C IMPORTANT? • GREATER ACCOUNTABILITY • Direct marketing and sales promotion are easier to measure IMC is the “magic bullet” to gain competitive advantage

26. THE PARTICIPANTS IMC MANAGEMENT ADVERTISING SALES PROMOTION PUBLIC RELATIONS INTERNET USAGE SPONSORSHIP DIRECT MARKETING PERSONAL SELLING