Imc unit 3

Imc unit 3

• 1.
  Integrated Marketing Communication JyostnaJain
• 2.
  Unit 3 • DirectMarketing - Role of direct marketing in IMC, Objectives of Direct Marketing, Components for Direct Marketing, Tools of Direct Marketing – direct mail, catalogues, direct response media, internet, telemarketing, alternative media evaluation of effectiveness of direct marketing • • Public Relations and Publicity – Introduction, Role of PR in IMC, Advantages and Disadvantages, Types of PR, Tools of PR ,Managing PR – Planning, implementation, evaluation and Research, Publicity, Sponsorship – definition, Essentials of good sponsorship, event sponsorship, cause sponsorship • • Personal Selling – Features, Role of Personal Selling in IMC, advantages and disadvantages of Personal Selling, Selling process, Importance of Personal Selling
• 3.
  Direct Marketing • Directmarketing is a form of advertising where organizations communicate directly to customers through a variety of media including cell phone text messaging, email, websites, online adverts, database marketing, fliers, catalog distribution, promotional letters, targeted television, newspapers, magazine advertisements, and outdoor advertising. • Among practitioners, it is also known as direct response marketing.
• 5.
  Role of PRin IMC • PR is considered as a marketing communication function where managers envision both strong marketing and strong PR departments. • PR takes a much broader and marketing oriented perspective, designed to promote the organizations well as its product and services
• 6.
  Public Relation Advantages • Credibility •Avoidance of clutter • Lead generation • Ability to reach specific group • Image building Disadvantage • Not completing the communication process • Lack of co-ordination with marketing department
• 7.
  Types of PublicRelation PRforgeneral communication PRforcommunity relation PRandmediarelations PRandgovernement PRandinvestor relations PRandcustomer relations
• 8.
  Tools for PublicRelations Media tour Newsletter Speaking engagements CSR Blogging Social Media Marketing
• 9.
  Publicity • Publicity isgaining public visibility or awareness for a product, service or your company via the media. ... From a marketing perspective, publicity is one component of promotion and marketing.
• 10.
  Publicity Advantages • Highly credible •Low cost • Often results in word of mouth Disadvantages • Lack of control • Can be negative
• 11.
  Types of Publicity Posters Table tents Online Social media Billboards Wordof mouth
• 12.
  Sponsorship • Sponsoring somethingis the act of supporting an event, activity, person, or organization financially or through the provision of products or services. The individual or group that provides the support, similar to a benefactor, is known as sponsor.
• 13.
  Event Sponsorship Being oneof the biggest brand of bottled water in the country, Bisleri has been a proud hydration partner for marathons(TATA Mumbai Marathon 2018), the famous Sula Fest, Adidas Creator Premier League etc. The brand has also sponsored a number of college events as well. Puma, a German multinational company that designs and manufactures athletic and casual footwear, sponsors some of the top athletes and sports events in the world. The company is getting more and more stars on board to take their brand global. Just to get you excited, Puma has been sponsoring Olympics teams for a long time now.
• 14.
  Personal Selling Personal sellingis where businesses use people (the "sales force") to sell the product after meeting face-to-face with the customer. The sellers promote the product through their attitude, appearance and specialist product knowledge. They aim to inform and encourage the customer to buy, or at least trial the product.
• 15.
  Features of PersonalSelling Development of relationship Personal form Oral conversation Quick solution of queries Involves real sale
• 16.
  Role of PersonalSelling in IMC Persuading Prospects Selling complex Products Managing sales cycle Develop customer relationship
• 17.
  PERSONAL SELLING Advantages • Conveysmore information • Has superior impact • Immediate feedback • Get information about competitiors • Builds loyal,long term relationship with customers Disadvantages • Limited reach • High cost • Expensive as it involves salesmen’s salary,bonus,commission
• 18.
  Steps in SellingProcess
• 19.
  Importance of PersonalSelling • Effective communication • Personal Attention • Detail Demonstration • Immediate Feedback • Individual services • Flexibility • Customer confidence • Improves image of organisation