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

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 www.regenesys.co.za

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 www.regenesys.co.za

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 www.regenesys.co.za

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 www.regenesys.co.za

DEVELOPING AN IMC PROGRAMME • Step 1: Identify the target audience • Step 2: Determine the communication objectives • 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 www.regenesys.co.za

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 www.regenesys.co.za

AIDA MODEL • Attention • Interest • Desire • Action The model is used when designing message for IMC. www.regenesys.co.za

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 www.regenesys.co.za