SECTION 6 Integrated Marketing Communication www.regenesys.co.za - - PowerPoint PPT Presentation

www.regenesys.co.za

SECTION 6 Integrated Marketing Communication

www.regenesys.co.za

INTRODUCTION

• A basic function of marketing has always

been to act as a link between the company and its customers

• Marketing communication is part of this link

between the retail marketer and potential buyers or other marketing channel partners

• Marketing communication can be described

as the voice of marketing, which informs consumers about the existence of a business and its products and services

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THE PROMOTION MIX

• A company’s total promotion mix (also

called its marketing communications mix) consists of:

• The blend of advertising, public relations,

personal selling, sales promotion and direct and digital marketing tools that the company uses to persuasively communicate customer value and build customer relationships

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THE NATURE AND IMPORTANCE OF INTEGRATED MARKETING COMMUNICATIONS

• In the traditional model of mass marketing,

companies designed, produced and promoted standardised market offerings to masses of customers

• Mass marketing strategies relied on mass-

media communications techniques to support these strategies

• The emergence of modern micro-marketing

has confronted marketing managers with several new marketing communications realities

• There are several factors contributing to the

changing face of marketing communications

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THE NATURE AND IMPORTANCE OF INTEGRATED MARKETING COMMUNICATIONS

• New marketing communications realities
• Consumers are better informed and more

communications empowered

• Marketing strategies are changing
• Profound advances in communications

technology

• Traditional media not dead yet
• Answer the questions in your guide on the

promotional mix elements

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DEVELOPING AN IMC PROGRAMME

• Step 1: Identify the target audience
• Step 2: Determine the communication
• bjectives
• Step 3: Design a message
• Step 4: Choose the media through which to

send the message

• Step 5: Select the message source
• Step 6: Collect feedback
• Remember to complete the activity on the

elements of an IMC programme

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SIX BUYER READINESS STAGES

• 1. Awareness
• 2. Knowledge
• 3. Liking
• 4. Preference
• 5. Conviction
• 6. Purchase

These stages are important when determining the communication objectives

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AIDA MODEL

• Attention
• Interest
• Desire
• Action

The model is used when designing message for IMC.

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MARKETING COMMUNICATION IN BUSINESS MARKETS

• As we have seen, there are major differences

between business markets and consumer markets

• There are also similarities
• The promotion mix is also used by business

marketers and consumer marketers

• There are differences in emphasis and focus on

specific elements of the promotion mix

• Business marketers prefer using push promotional

strategies; while consumer marketers favour pull promotion strategies

• Answer the questions in your guide – Microsoft

case study