Integrated marketing communication (IMC)

Résumé du document

Integrated: because we combine all sorts of means. Message: clear, consistent with your image (you can't change). There is a marketing mix, but there is also a communication mix: what companies can use. (Personal selling, sales promotion, direct marketing, trade fairs, sponsorship, packaging, branding, e-market). Advertising is not personal: everybody will see the same ad.
-We will combine all this to give a UNIFIED image of the company.

Sender -> Encoding the message -> Media: a channel, a path through which they transmit the message
Feedback vs response: Feedback: have you heard about the campaign? What do you think of that?
Response: how we react after seeing the ad: Action (buy), Rejection, etc.
Feedback: how we evaluate the ad. (research after monitoring the campaign)

Extraits

[...] On b to b market we ONLY use rational appeals. But on B to c we use emotional appeal. o Moral appeal: charity, sense of equity, justice, good and bad o “Choc-vertising”: road safety: hard emotions like guilt, fear o Emotional appeal o Rational appeal: b to b b. Message structure Often we say the conclusion for you: drink it because it's good for you. One sided presentation vs two sided: One-sided, we only present the good sides of the product, the advantages. [...]

[...] PR are comm. Between an org and its publics, that aim to generate Goodwill. Publics are the stakeholders. Its PRO active and Future oriented. Builds an IMAGE and maintains a POSITIVE perception by the consumers but also other audiences including the employees. One of the methods used: publicity, involving news stories - News releases - Interview and photo calls. - Etc (SEE BLACKBOARD) - PRODUCT PLACEMENT IN MEDIA: exciting way of comm . Excellent for awareness. But people don't see it as an ad. [...]

[...] Integrated marketing communication (IMC) Integrated: because we combine all sorts of means. Message: clear, consistent with your image (you can't change) There is a marketing mix, but there is also a communication mix: what companies can use. (Personal selling, sales promotion, direct marketing, trade fairs, sponsorship, packaging, branding, e-market . ) Advertising is not personal: everybody will see the same ad. We will combine all this to give a UNIFIED image of the company. Sender Encoding the message Media: a channel, a path through which they transmit the message Feedback vs response: Feedback: have you heard about the campaign? [...]

[...] TO BUILD primary demand, for the category of product. When the market becomes aware of the product, we move to persuasive. Persuasive ad: to build SELECTIVE demand, not primary demand, for a brand. Idea: to persuade customers that it offers them the BEST value. Reminder ad: We work for our market share. For MATURE products everyone is aware of. No need to communicate on our name. Comparative ad: when you compare indirectly or directly to our competitor. The regulation in France doesn't allow comparative EXEPT for NEW markets. [...]

[...] We use catalogues, newsletters, direct mail, telemarketing Some are addressable (we have the name and address and info) Non addressable: if you don't have the name but once they get in touch with them you have it Personal selling: Sales force structure: how can they help you? People are there to inform the customer. Ex: darty, someone will help you Internet Communications Banners on websites. You attract people, they clic and come on your site. Then you can start trying to make a personal relationship. References - IMC, the next generation: Five steps for delivering value and measuring, Don.E. Schultz, McGraw-Hill Professional - Integrated Advertising, Promotion, and Marketing Communications, Clow, Kenneth E. ,Baack, Donald E. [...]