DPM 10013 PRINCIPLES OF MARKETING

TOPIC 8 : INTEGRATED MARKETING COMMUNCATION

 Chapter Outlines

At the of this chapter, students should able to :

• Define Integrated Marketing Communication

• Examine objectives of marketing mix communication
• Explain FIVE(5) elements of promotion mix
INTEGRATED MARKETING COMMUNICATION / PROMOTION MIX

• The specific blend of promotion tools that the company uses to persuasively
communicate customer value and build customer relationships.
Integrated marketing
communications is the
integration by the company
of its communication
channels to deliver a clear,
consistent, and compelling
message about the
organization and its brands
 Objectives of IMC

PERSUADE

INFORM REMIND
ADVERTISING

• Any paid form of non-personal presentation

and promotion of ideas, goods, or service by
an identified sponsor
• Medium of advertising :  television, radio,
newspaper, magazine, internet, outdoor  etc.   
ADVERTISING
SALES
PROMOTION
• Short-term incentives to
encourage the purchase
or sale of a product or
service
• Example: samples,
coupons, refunds,
contest etc. 
 • 1) Samples are offers of trial amount
of product. Sampling is the most
effective- but most expensive way to
introduce new product. 
• 2) Coupons are certificates that give
buyers a saving when they purchase
specified products. Coupons can
SALES stimulate sales or promote early trial
PROMOTION of a new brand
TOOLS • 3) Cash refund offers(rebates) are like
coupons except the price reduction
occurs after the purchase rather than
at the retail outlet. The consumer
sends a “proof of purchase” to the
manufacturer, who then refunds part
of the purchase price by mail.
 Coupon
Sample
 • 4) Price packs (also called cents off
deals) offer consumers savings off
the regular price of a product. The
reduced prices are marked by the
producer directly on the label or
SALES package. Price packs can be single
packages sold at a reduced price
PROMOTION (such as two for the price of one), or
TOOLS two related products banded
together (such as toothbrush and
toothpaste). 

• 5) Premiums are goods offered either

free or at low cost as an incentive to
buy a product. 
 Sales Promotion

PRICE PACK
PREMIUMS
 • 6) Patronage Rewards are cash or other
awards offered for the regular use of certain
company’s products or services. i.e Padini
Membership

SALES • 7) Point-of-Purchase(POP) promotions include

displays and demonstrations that take place at
PROMOTION the point of purchase or sale.
TOOLS • 8) Advertising Specialties are useful
articles imprinted with an advertiser’s name
that are given as gifts to consumers. Typical
items include pens, calendars, key rings,
matches, shopping bags, T-shirt, caps..etc..

• 9) Contest, Sweepstakes, and Games give

consumers the chance to win something,
such as cash, trips, or goods, by luck or
through extra effort. 
Point of Purchase  Advertising Specialties
Contest
PERSONAL SELLING

• Personal presentation by the firm’s sales force for the

purpose of making sales and building customer relationship.
• Example : Sales presentations,trade shows and Incentive
programs
Personal Selling

• Personal presentation by the firm’s sales force for the

purpose of making sales and building customer
relationship.
• Example: house-to-house, promoter and salesman
PUBLIC RELATION

• Building good relations with the company’s

various publics by obtaining favorable
publicity, building up a good corporate image
and handling or heading off unfavorable
rumors, stories and events.
   
• 1)news – about the company and its products or people. PR
person can suggest events or activities that would create
news.

• 2)speeches – create product and company publicity.

Company executives may give talks at trade association or
sales meetings.

PUBLIC • 3)Special Events – ranging from news conference, press

tours, grand opening and fireworks displays to laser shows,
RELATIONS hot air balloon releases, multimedia presentations and
educational programs.
TOOLS
• 4)Mobile Marketing – traveling promotional tours that bring
the brand to consumers.

• 5)Written Materials – prepare annual reports, brochures,

articles and company newsletters and magazines to their
target market.

• 6) Corporate Identity Materials – help create corporate

identity that the public immediately recognizes such as logo,
brochures, stationery, signs, business cards etc.
Sponsorship
 Press Conference
During Milo Fuel for Champions Press Conference
DIRECT MARKETING

• Direct connections with

carefully targeted
individual consumers to
both obtain an
immediate response and
cultivate customer
relationship
• Example: direct mail,
telephone, direct
response television etc.
 • Direct marketing involves
making direct connections with
carefully targeted individual
consumers to both obtain an
immediate response and
cultivate lasting customer
relationships—through the use
DIRECT of direct mail, telephone, direct-
MARKTING response television, e-mail, and
TOOLS the Internet to communicate
directly with specific consumers
• Catalog
• Telemarketing
• Kiosks
 Push Strategy

Marketing
Communication
Strategy Pull Strategy

Combination
strategy
Push Strategy
• A promotion strategy that calls for using the sales force and
trade promotion to push the product through channels. The
producer promotes the product to channel members who in
turn promote it to final consumer

Producer marketing activities

(personal selling, trade
promotion, other)

Wholesalers &
Producer Consumers
Retailers

Reseller marketing activities

(personal selling, advertising,
sales promotion, other)
Pull Strategy
• A promotion strategy that calls for spending a lot
on advertising and consumer promotion to
induce final consumers to buy the product,
creating a demand vacuum that “pulls” the
product through the channel

demand demand
Wholesalers &
Producer Consumers
Retailers

Producer marketing activities (consumer advertising, sales

promotion, other)
Combination Strategy
• A promotion strategy that combines pull and push
strategy
Producer marketing activities
(personal selling, trade
promotion, other)
Wholesalers &
Producer Consumers
Retailers
Reseller marketing activities
(personal selling, advertising,
sales promotion, other)
demand demand
Wholesalers &
Producer Consumers
Retailers

Producer marketing activities (consumer advertising, sales

promotion, other)