ASP 1. Promotion & IMC 25

8/3/2019 ASP 1. Promotion & IMC 25

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P G D M SEMESTER III


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PROMOTION

The communications process

marketing that is used to creat

favorable predisposition towarbrand


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PROMOTIONAL MIX

A blend of communication to

used by a firm to carry out

promotion process and communicate directly with tar

markets.


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INTEGRATED MARKETING COMMUNICA

The process of using promotiotools in a unified way so tha

synergistic communications eff

is created


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PROMOTION PROMOTIONAL MIX

MANTOOLSPROCESS


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ADVERTISING

Paid, mass-mediated attempt to peIt is a complex system of s

planning, creative genius and p

execution


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SALES PROMOTION

The use of incentives to generate spand short-term response from the

in the target market and simultan

enhance dealer effectiveness


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DIRECT MARKETING

An interactive system of markethat uses one or more advertimedia to effect a measur

response and/or transaction at location


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E - commerce

Business conducted between buand sellers using electronic exchmedia


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SPONSORSHIP

Funding an event, a charitcause, or creating an event

highlight a firms brand t

specific target audience


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POINT OF PURCHASE

Materials used in the retail settinattract shoppers attention t

companys brand


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SUPPORTIVE COMMUNICATIO

The variety of ways a m

communicates to a target audience, of mainstream media or ele

communications

Directories

Brochures

Specialty items


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PUBLIC RELATIONS

The company focus on communicthat can foster goodwill betwe

firm and its many constituent gr

through effective use of the medi


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PROMOTION IN MARKETING STRA

Marketingstrategy decisionsrelatedbrandinginclude:

Managingold and new brands

Pricing brands Promoting brands

Distributing brands


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PROMOTION IN MARKETING STRA

Three decision-makingaspectsofbra

Creatingthemarketingmix

Achievingeffective

segmentation

product differentiation positioning

Enhancingrevenueand profits


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PROMOTION IN THE MARKETIN

Conception Pricing

Promotion

Distribution


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THE MARKETING MIX

1. BRAND

Informationand persuasion

New brand introduction

Brand extensions ConsumerLoyalty

Trade Loyalty


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THE MARKETING MIX

2. PRICE Effectsinconsumermarkets

Effectsintrademarkets


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THE MARKETING MIX

3. DISTRIBUTION

Consumeraccess

Securingtrade distribution


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WHY IS I M C IMPORTANT

1. MEDIA FRAGMENTATION

Proliferationofoptions

Airports Supermarkets

Printmedia

Eventsponsorship Directmarketing

Etc


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2. SOPHISTICATEDDATABASE

TECHNOLOGY

Generate, Collateand Managethe d Massmedialosesimportance

Accuratelyidentifyand targetspeci

segmentslike

DINKS

SelfEmployed Professionals


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3. CONSUMER EMPOWERMENT

Single personhousehold

Smallerfamily

Highereducationlevel Skepticalofcommercialmessage

Tailored information demand


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4. INCREASED CLUTTER TV commercial breakssometim

havemorethan15messages

Effectiveness diluted

Consumersgetting jaded


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5. SHIFTING CHANNEL POWER

Powerofretailerisnowundisput

Advertisingfunds diverted toin-sdisplays,specialeventsetc


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6. GREATER ACCOUNTABILITY

Directmarketingand sales promoareeasiertomeasure

IMC is the magic bullet to gain

competitive advantage


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TH

EPARTI

CIPANTS

IMC

MANA

GEMENT

ADVERTISING

SPONSORSHIP

INTERNET USAGE

DIRECT MARKETING

SALES PROMOTION

PUBLIC RELATIONS

PERSONAL SELLING

ASP 1. Promotion & IMC 25

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Transcript of ASP 1. Promotion & IMC 25