IMC Tools and Their Link To Advertising Strategy

IMC Tools and Their Link To Advertising Strategy

IMC Tools Review Advertising l Sales Promotions l Public Relations l Direct Marketing l Viral (Buzz) Marketing l

The Brand Building Functions of Advertising - Goals l To generate and sustain attention l awareness, interest, recognition/recall l To persuade the purchase decision l To educate and/or inform the audience about the benefits of the advertised product l To reinforce consumer behavior decisions

Advertising Weaknesses l May be perceived as negatively intrusive l It clutters the message environment l Does not ensure ACTION

Sales Promotion – Goals l Short term increase in sales l To induce trial l To provide incentives to buy more l To reinforce advertising efforts l To build trade support

Two Categories of Sales Promotion l Trade Sales Promotion (B-to-B) l Consumer Sales Promotion

Public Relations- Goals l To build favorable relationships between an organization and its publics l. A vehicle that generates public “goodwill” on behalf of a company or brand

Marketing-oriented PR Tools l Mass Media Coverage (Publicity) l Event sponsorships, cause-related marketing

Publicity Tools l News Releases, Press Conferences l Special Events for Media…interviews, trips, etc. l Sponsorships l Cause-related marketing l l Avon & Breast Cancer Awareness American Express & Statue of Liberty Project

Direct Marketing - Goals To generate… 1. a response in the form of an order (direct order) 2. a request for more information (lead generation) 3. a visit to a store or place of business for purchase of a specific product/service (traffic generation)

5 Major Categories of Direct Marketing l Direct Response Advertising l Direct Mail l Telemarketing l Direct Selling (a. k. a. Personal Selling) l Internet/Cybermarketing

Viral Marketing – Purpose – To increase word of mouth communication about a brand or product – – Commercial intent To generate referral through unpaid communication channels – blogs, street teams, grassroots efforts, etc.

Viral Marketing A. K. A. – Guerilla marketing – “Buzz” Marketing – Grassroots Marketing

Example- Faberge Organics Shampoo l If you tell two friends about Faberge Organics shampoo with wheat germ oil and honey, they'll tell two friends, and so on. . . --Faberge

Contemporary Examples of Viral Marketing l Email forwards l User reviews/recommendations l On-line reviews (You Tube, etc. ) l Paid bloggers