Ma t a kuliah : 0 0 274 / Integrated Marketing Communication (IMC) Tahun : 2009 /2010

2. A INTRODUCTION TO INTEGRATED MARKETING COMMUNICATION(IMC)Pertemuan 1 & 2By: Dr. Dominiq Tulasi Matakuliah: 00274 / Integrated Marketing Communication (IMC) Tahun : 2009/2010

3. Learning Objectives At the end of this course, students expected to concludethe comprehension, application, analysis, synthesis and the concept ofIntegrated Marketing Communication, related to its all elements in achieving end consumers or market targeting. The students are expected to originate their analysis based on Marketing Mix and its derivation on Promotional Mix as starting point of understanding Integrated Marketing Communication (IMC).

4. THE EVOLUTION OF IMC: During the past several decades, companies around the world have perfected the art of mass marketing—selling highly standardized products to masses of customers. In the process, they have developed effective mass-media advertising techniques to support their mass-marketing strategies. These companies routinely invest millions of dollars in the mass media, reaching tens of millions of customers with a single ad. However, as we move into the twenty-first century, marketing managers face some new marketing communications realities; (Kotler and Amstrong, 2004: 467).

5. The Changing Communications Environment (1) New technologies also provide new communications avenues for reaching smaller customer segments with more-tailored messages. The shift from mass marketing to segmented marketing has had a dramatic impact on marketing communications. Given this new communications environment, marketers must rethink the roles of various media and promotion mix tools.

6. The Changing Communications Environment(2) Mass-mediaadvertisinghas long dominated the promotion mixes of consumer product companies. However, although television, magazines, and other mass media remain very important, their dominance is now declining. Market fragmentation is now has resulted in media fragmentation—in an explosion of more- focused media that better match today’s targeting strategies.

7. WHAT IS IMC? IMCis a concept of marketing communication planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines – for example, general advertising, direct response, sales promotion, and public relations – and combines these discipline to provide clarity, consistency, and maximum communications impact, (AAAA=American Association of Advertising Agencies).

8. WHAT IS IMC? (2) IMCIs a new way of looking at the whole, where once we saw only at parts such as advertising, PR, Sales Promotion, Purchasing, employee communication and so forth” (Don Schultz, Stanley Tanenbaum & Robert lauterborn). IMCis the process of developing and implementing various forms of persuasive communications programs with customers and prospects over time. The goal of IMC is to influence or directly affect the behavior of the selected communications audience.

9. WHAT IS IMC? (2) IMC is the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. (Kotler and Amstrong, 2004: 469)

10. The Objective of IMC The objectiveIs to create Synergy, which means that coordinating marketing communication tools creates more impact than the tools would have without such coordination. Integrate promises more efficiency, maintain customer loyalty and also support consistency in total marketing programs. The coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost; (Kotler, 2004: 467).

11. PROMOTION AND INTEGRATION TOOLS: Promotion is The coordination of all seller initiated efforts to set up channels of information and persuasion to sell good and services or promote an idea. (Michael L. Ray). Promotion is one of the four components of the mix that contains another series of marketing functions.

12. PROMOTION AND INTEGRATION TOOLS: Traditionally, promotional activities include advertising, sales promotions, and personal selling activities. The sales promotion are normally includes both sales and trade promotions. Within the context of promotions, some add direct marketing and public relations programs as depicted in figure bellow:

13. The Marketing Mix and Promotion Mix(The Starting Point) Product Price Promotion Place Advertising Sales Promotion Personal Selling Direct Marketing Public Relations

14. MARKETING COMMUNICATION MIX/PROMOTION MIX-FIVE MAJOR PROMOTION TOOLS: Advertising is the any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. although advertising is used mostly by business firms, it also is used by a wide range of not-for-profit organizations, professionals, and social agencies that advertise their causes to various target publics.

15. 2.Sales promotion is the short-term incentives to encourage the purchase or sale of a product or service. Its main purpose is to stimulate immediate action. Uses a variety of incentive for consumer and trade-The primary strength of this is that it offers an “extra incentive” for consumer to act. Promotion has the power to influence behavior because it offers the buyer superior value in the short term. ex. a McDonald’s Happy Meal purchase etc.

16. SALES PROMOTION

17. 3. Public Relationsis the building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. used to create and maintain goodwill and control a corporate / brand image. the use of information and the communication of that information through a variety of media to influence public opinion. Several strength, wide reach, credibility, flexibility and relatively low costs.

18. 4. Personal selling is the personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships. 5. Direct marketing is the direct connections with carefully targeted individual consumers to both obtain and immediate response and cultivate lasting customer relationships—the use of telephone, mail, fax, e-mail, the Internet, and other tools to communicate directly with specific consumers; (Kotler and Amstrong, 2004: 467).

19. Direct marketing Strengths, More targeted than other forms of marketing communication Ability to personalize approach; Results are measurable All elements are testable Flexible. Weaknesses, Ineffective unless used as long term strategy Poorly execute creates distrust and poor image

20. THANK YOU! THE WINNER NEVER QUITS… AND, THE QUITTER NEVER WINS……!