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IMC and Social Media - BW Handout Format
IMC and Social Media - BW Handout Format
Khaled Mahmud
Assistant Professor
Institute of Business Administration
University of Dhaka
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Stage in PLC
Media
Point of
purchase Adver- Target Market Factors
Public
tising relations
Publicity Factors Type of Buying Decision
Affecting
Interactive Choice of Promotion Funds
marketing Direct
marketing
Special Promotional Mix
events Push or Pull Strategy
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5
Promotional Mix
Maturity Customers
Sales ($)
Decline Business
Introduction Growth
Employees partners
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A = Attention
I = Interest
D = Desire
A = Action
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IMC Planning
Cascading Objectives and Strategies
How Planning Works?
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Consistency
News Media
For most companies, the most critical unplanned messages come from IMC planners focus their attention on two types of
the news media. Such messages often reach a relatively large audience consistency:
and are seen as having especially high credibility. One-voice, one-look
Most elementary level of consistency
Disasters and Crises Same appearance and feel in all MC functions
Another type of unplanned message handled by public relations is All the media message reinforce one another
generated by company-related disasters. The crisis, disaster, or Strategic consistency
emergency is the most unwanted of unplanned messages, but crises Core values: Corporate mission, culture
are also a fact of life. Brand identity and position: Product/service performance
Brand image and personality: Creative strategy and executions
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Newspapers Magazines
Weaknesses: Magazines are classified by:
Average life of one day.
Frequency of publication
Printed on low-quality porous paper. Type of audience
Clutter. How they are distributed
High cost for ads taking up a half page or more.
High percentage of media waste.
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Magazines Magazines
Strengths: Weaknesses:
Audience selectivity Relatively limited reach of a brands target audience
Tangible Long lead time
High quality reproduction Lack of frequency
Strong reader involvement Costly
More permanent than newspapers
Ability to do a split-run
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A directory is both a reference and an advertising Broadcast media include radio and television.
medium. Broadcast media differs from print in that people
The most widely known is the Yellow Pages. often do other things while listening or
Yellow Pages advertising is often the primary or viewing, so messages are fleeting.
only form of advertising used by many small, Broadcast commercials are more intrusive than
local retailers. print ads.
A weakness of the Yellow Pages is that they are
printed only once a year.
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Radio Radio
Strengths: Weaknesses:
Theatre of the mind high level of involvement No visuals
Selectivity Messages are fleeting
Short lead time Radio is often used as background entertainment
Difficult to determine what percent of brand messages
are actually heard
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Television Television
Strengths: Weaknesses:
Dynamic able to carry sound and moving visuals High production cost
Often considered the prestige medium for marketing Clutter
communication Long lead times
Mass coverage
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Mail Mail
Strengths: Limitations:
Addressable High cost per message
Measurable results Long lead time
Highly selective Clutter, junk mail perception
Demands attention
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Telemarketing Telemarketing
Strengths: Limitations:
Personalized Costly
Real-time interaction Ugly image
Attention-getting Intrusive
Measurable results
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E-mail E-mail
Strengths: Limitations:
Addressable Clutter (spam)
Can be personalized Limited creative options
Extremely low cost
Can be interactive
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70%
60%
60%
50%
50%
40%
40%
30%
30%
20%
20%
10%
0%
10-11 am
11am-12pm
7-8 am
8-9 am
9-10 am
12-1 pm
10-11 pm
11pm-12am
1-2 pm
2-3 pm
3-4 pm
4-5 pm
5-6 pm
6-7 pm
7-8 pm
8-9 pm
9-10 pm
12-1 am
10%
0%
Islamic TV
ATN Bangla
BTV
NTV
Ekushey TV
Diganta TV
Desh TV
RTV
My TV
Boishakhi TV
Bangla Vision
Channel i
Viewership %
2nd from top, news coverage is more than anyone, modern look 185,000
Modern and premium look, caters different segments, targeted toward upper class urban 50,000
society
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Second Principle of IMC: A brand is a unified version (the Eighth Principle of IMC: Strategic consistency drives
art) and complex system (the science) synergy.
Third Principle of IMC: Brand relationships drive brand Ninth Principle of IMC: You cant be integrated externally if
value you r not integrated internally.
Fourth Principle of IMC: Integration equals integrity. Tenth Principle of IMC: Integration happens when what
your brand says matches what it does and what others say
Fifth Principle of IMC: People automatically integrates about it.
brand messages and experiences. 75 76
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Social Media is
Consumer generated media It is media that is
designed to be shared, sharing means that it is
easy to comment on, that it is easy to send, there
are no/minimal costs associated with viewing the
media and last but not least it is always available.
Social media enables people to share information
with friends and colleges using the Internet
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photo credit: dbarefoot
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Highlighting
photos break
up the visual
spacing of
your timeline
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In Bangladesh, highest
engagement ratio of a post
happen if uploaded around
9 pm!!
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