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Traditional Approach to Marketing Communications © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin<br>
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Contemporary IMC Approach © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin<br>
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The basic tools used to accomplish an organization’s communication objectives are often referred to as the promotional mix Promotion Mix<br>
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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?<br>
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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)<br>
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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)<br>
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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)<br>
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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)<br>
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IMC : a CROSS FUNCTIONAL PROCESS<br>
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IMC (3) Integrated marketing communication is a strategic business process used to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication program over time with consumers, customers, prospects, and other targeted, relevant external and internal audiences.
(Don E. Schultz and Philip J. Kitchen, 2004)<br>
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IMC (4) IMC is a communications process that entails the planning, creation, integration, and implementation of diverse forms of marcom (advertisements, sales promotions, publicity releases, events, etc.) that are delivered over time to a brand’s targeted customers and prospects.
(Shimp 2010:10)<br>
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The goal of IMC is ultimately to influence or directly affect the behavior of the targeted audience, generate short-term financial returns and build long-term brand value.
IMC considers all touch points, or sources of contact, that a customer/prospect has with the brand as potential delivery channels for messages and makes use of all communications methods that are relevant to customers / prospects.
(Shimp 2010:10)<br>
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IMC requires that all of a brand’s communication media deliver a consistent message. The IMC process further necessitates that the customer/prospect is the starting point for determining the types of messages and media that will serve best to inform, persuade, and induce action
(Shimp 2010:10)<br>
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Why IMC is important? A major reason for the growing importance of the IMC approach is the ongoing revolution that is changing the rules of marketing and the role of the traditional advertising agency<br>
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The role of IMC in Branding IMC plays a major role in the process of developing and sustaining brand identity and equity.
(Details of brand identity and equity at “strategic branding”)<br>
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The Purpose of marketing communications..(1) The purpose of Marcomm is to add value to a product for both customers and the company
They can tell or show consumers how and why a product is used, by what kind of person, and where and when.
Consumers can learn about who makes the product and what the company and brand stand for; and they can get an incentive or reward for trial or usage.<br>
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The Purpose of marketing communications..(2) Marketing communications allow companies to link their brands to other people, places, events, brands, experiences, feelings, and things. They can contribute to brand equity-by establishing the brand in memory and creating a brand image-as well as drive sales and even affect shareholder value<br>
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Promotion tools / mix<br>
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Promotion tools / mix.. (cont 2)<br>
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Promotion tools / mix..(cont 3)<br>
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Communication objectives..(1) Rossiter dan Percy (Kotler , 2009:479)<br>
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Communications objectives..(2) Rossiter dan Percy (dalam Kotler , 2009:479)<br>
