Integrated Marketing Communications Diyah Ayu

Transcript:Integrated Marketing Communications Diyah Ayu:
Integrated Marketing Communications Diyah Ayu Amalia Avina D_avina2001@yahoo.com According to Shimp (2003:4), marketing communication can be understood by decomposing two main elements : communications and marketing. New approach Traditional Approach to Marketing Communications © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Contemporary IMC Approach © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin PROMOTION The basic tools used to accomplish an organization’s communication objectives are often referred to as the promotional mix Promotion Mix One element of marketing Mix Promotion has been defined as the coordination of all seller initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea. (Belch and belch; 2003 p 16 ) The basic tools used to accomplish an organization’s communication objectives are often referred to as the promotional mix (Strategies to make the consumer aware of the existence of a product or service) NOT just advertising Promotion? Definition of Marketing Communication..(1) marketing communication are the means by which firms attempt to inform, persuade, and remind consumers-directly or indirectly-about the products and brands they sell. In a sense, marketing communications represent the "voice" of the company and its brands and are a means by which it can establish a dialogue and build relationships with consumers. (kotler and keller. 2009:470) marketing communication is a collective term for all the various types f planned messages used to build a brand - advertising, public relations, sales promotion, direct- marketing, personal selling, packaging, events and sponsorship, customer services and so on. (Ouwersloot, H & Duncan, T. 2008:9) Definition of Marketing Communication..(2) IMC ? a concept of marketing communications 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 disciplines to provide clarity, consistency, and maximum communications impact. American Association of Advertising Agencies (the “4As”) (Belch and belch 2010:9) IMC (2) IMC is a cross-functional process for creating and nourishing profitable relationship with costumers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialogue with them. (Duncan,T. 2002:4) IMC is a concept that directs the processes for planning, executing, monitoring the brand messages that create the brand-customer relationships. It’s about synergy and creativity , integration, and communication. (Ouwersloot, H & Duncan, T. 2008:14) IMC : a CROSS FUNCTIONAL PROCESS IMC (3) Integrated