C8 INTEGRATED MARKETING COMMUNICATION

• IMC, Concept that combines all aspect of marketing communications effort for them to work together as a joint effort for effective communication.  
• Developing effective communications:

  1.  Identifying target audience
  2. Determining communication objectives
  3. Designing message
  4. Choosing media
  5. Selecting media source
  6. Collecting feedbacks
• Promotion mix 1 : advertising

  Advertising objectives (RIP)

  1. Reminder - to maintain customer loyalty   
  2. Informative - use when introducing new product
  3. Persuasive - to increase completion to build selective demand.
• Promotion mix 2 : public relations

  Objectives - to obtain good publicity image

  Public relation tools :

  • press relation
  • Product publicity
  • Corporate communication
  • Lobbying
  • Counselling 
• Promotion mix 3 : personal selling

  • a presentation by the firm sales force for the purpose of making sales and building customer relationship.
• Personal selling steps :

  1. Prospecting and qualifying
  2. Pre approach and approach
  3. Presentation
  4. Handling objectives
  5. Closing sales
  6. Follow up
• Promotion Mix 4 : sales promotion

  Tools:

  •  voucher
  • Samples
  • Free gifts
• Promotion mix 5: direct, e marketing and social media marketing  
• Direct marketing, interactive system of marketing that use one or more advertising media to affect a measurable response and transaction at any location.  
• Direct marketing tools :

  • direct mails
  • Direct response television
  • Telephone marketing
  • Cataloged marketing
  • Kiosk marketing
• E marketing, achieving marketing objective using electronic communication technology while internet making is achieving marketing objectives by applying digital technology.
• Social media marketing, a form of internet marketing that utilize websites as a social media marketing medium.

    
• Functions of social media marketing:

  • Networking
  • Blogging
  • Wiki's
• Promotion tools :

  1. Tv
  2. Newspaper
  3. Product placement
  4. Magazines
  5. Radio
  6. Outdoor media
  7. Cinemas
  8. Direct mail
  9. Internet