Mangalore University

Department of Business Administration

MBA – II SEMESTER

GROUP- VI
 Chapter-6
Integrated Marketing Communication And
Promotion
Topic Member’s name

1. IMC and its importance Puneeth

2. Communication and its objectives Ramkumar

3. Marketing communication model Ramin

4. Promotion mix and factors influencing promotion mix Priya

5. Introduction to different promotion tools- Advertising Pralisha

6. Sales promotion Pradeep

7. Public relations and managing sales force Priyanka

8. E- marketing and social media marketing Pratik

Integrated Marketing Communication

- Puneeth
 Meaning
• Integrated marketing communication refers to
integrating all the methods of brand promotion to
promote a particular product or service among target
customers.

• Integrated Marketing Communications (IMC) blends

various promotional tools and communications/
marketing/ advertising services and techniques to
maximize profit.
 Importance of Integrated Marketing
Communication
• Integrated marketing communication plays an integral role
in communicating brand message to a larger audience.
• Integrated marketing communication goes a long way in
creating brand awareness among customers at a minimal
cost.
• Integrated marketing communication scores over traditional
ways of marketing as it focuses on not only winning new
customers but also maintaining long term healthy
relationship with them.
• Integrated marketing communication saves time which is
often lost in figuring out the best marketing tool.
- Ramkumar
 Meaning of Communication

• The exchange of information or passing of information,

ideas or thought from one person to the other or from
one end to the other is communication.

• According to McFarland communication is, “a

process of meaningful interaction among human
beings. More specifically, it is the process by which
meanings are perceived and understandings are reached
among human beings.”
 Objectives
• To develop information and understanding among all
workers in the organization.
• To foster any attitude which is necessary for motivation
and cooperation in the organization.
• To encourage better performance and job satisfaction in
the organization.
• To prepare workers in the organization for a change in
methods or environment by giving them the necessary
information in advance.
• To discourage misinformation, ambiguity and rumors in
the organization.
 Contd…

• To encourage subordinates in the organization to supply

ideas and suggestions for improving upon the product or
work environment, and taking these suggestions seriously.
• To improve labor-management relations in the
organization.
• To encourage social relations among workers in the
organization by encouraging into communication.
• To accomplish all the basic management functions-
Planning, Organizing, Leading/directing and controlling in
the organization.
• To achieve their goals and meet challenges in the
organization.
- Ramin
• It was proposed by St.
Elmo Lewis in 1900
•
• Under this
model

• Attention
• Interest
• Desire
• Action
• Proposed by H.Coney
in 1961

Stages of this
model
• Awareness
• Comprehension
• Conviction
• Action
 Advertising Exposure Model
• Advertising
exposure is a
presentation of an
advertisement to the
consumer.

• David Aaker
Process Of Marketing
Communication
Marketing Communication Model
Contd..

• Sender
• Encoding
• Message decisions
• Decoding
• Receiver
• Feedback
Promotion Mix
- Priya
 Factors Influencing Promotion mix
 Type of Product
Branded Products Non-Branded Products

Luxury Products
 Use of Product

Consumer product

Industrial product
 Complexity of product
• Complex product, risky product, new product &
technical product
 Purchase Quantity & Frequency
• Frequently purchased product:
household items such as food, cleaning & personal care
products .

• Infrequently purchased product:

 Funds Available for Market Promotion
• Advertising

• Commercial events
 Size of Market

• Limited buyers

• Large numbers of buyers

Level of Competition
Stage of Product Life Cycle
Other factors
-Pralisha Joshi
 Advertising
American Marketing Association -“Advertising
any paid form of non-personal presentation of
goods, services or ideas for action, openly paid
for by an identified sponsor.”

• Help reach geographically dispersed buyers.

• Create and maintain a brand identity or brand

image
 Features

• Involves costs
• Impersonal
• Can be in various forms
• Uses various media
• Promotes goods, services, ideas
 Objectives
• Inform
• Remind
• Persuade
• Reinforcement
 Types of Advertising
Print Advertising - Newspapers, Magazines,
Brochures, Flyers
Outdoor Advertising - Billboards, Kiosks,
Trade-shows and Events
Broadcast Advertising - Television, Radio and
the Internet
Covert Advertising - Advertising in Movies
Surrogate Advertising - Advertising Indirectly
Public Service Advertising - Advertising for
Social Causes
Celebrity Advertising- Brand Endorsements
- Pradeep
 Meaning and Definition

• Sales promotions are the set of marketing activities

undertaken boost sales of the product or service.

• The American Marketing Association (AMA) defines

sales promotion as "media and non-media marketing
pressure applied for a predetermined, limited period of
time in order to stimulate trial, increase consumer
demand, or improve product quality.
 Growth Of Sales Promotion

• Sales promotion has grown substantially in recent years. There are

several reasons for this dramatic growth in sales promotion.
• First, consumers have accepted sales promotion as part of their
buying decision criteria.
• Second, the increasing tendency of businesses to focus on short-
term results has helped super growth in sales promotion, which can
provide an immediate boost in sales.
• Third, the emergence of computer technology has enabled
manufacturers to get rapid feedback on the results of promotions.
• Finally, an increase in the size and power of retailers has also
boosted the use of sales promotion.
 Sales Promotion Objectives
• The main objective of sales promotion is to bring about a change in
the demand pattern of products and services. Basically, sales
promotion has specific objectives are as follows.
1. It is meant to provide important marketing information to the
potential buyers.
2. Objective is to convince and influence the potential buyers through
persuasive measures.
3. Sales promotion is meant to act as a powerful tool of competition
4. There can be number of sales promotion objectives, depending
upon the firm’s policies, marketing objectives, nature of the
product and its stage in product life-cycle, level of existing and
anticipated competitive activity, consumer response pattern,
economic conditions, and the target group (consumers, traders or
sales force), etc.
 Strengths Of Sales Promotion
• It stimulates positive attitudes towards the product.
• It gives extra incentive to the customer to make a purchase.
• It gives direct inducement to take immediate action now rather
than later.
• It has flexibility and it can be used at any stage of a new product
introduction
Sales promotion are very effective:
• When a new brand is introduce.
• When we have to communicate a major improvement in our
product.
• When we want to amplify the results of the advertising.
• When we want to increase the number of retail stores to sell our
products.
 Sales Promotion Tool

Many sales promotion tools are available to accomplish these

objectives.
The main sales promotion tools are:
• CONSUMER PROMOTION.
• TRADE PROMOTION.
• BUSINESS PROMOTION.
 Consumer Promotion

The promotion planner should take into account the type of

market, sales promotion objectives, competitive conditions, and
each tool’s cost effectiveness. The main consumer promotion tools
are:
• Samples : offer of a free amount of a product or service
delivered door-to-door, sent in the mall, picked up in a store,
attached to another product , or featured in a advertising offer.
• Cash Refund offers (rebates) : Provide a price reduction after
purchase rather than at the retail shop: Consumer sends a
specified “proof of purchase” to the manufacturer who “refunds”
part of the purchase price by mail.
• Product Warranties: Explicit or implicit promises by sellers that
the product will perform as specified or that the seller will fix it
or refund the customer's money during a specified period.

TRADE PROMOTION

Manufacturers award money to the trade to persuade the retailer

or wholesaler to carry the brand.
• to persuade the retailer or wholesaler to carry more units than
the normal amount.
• to induce retailers to promote the brand by featuring, display,
and price reductions.
• to stimulate retailers and their sales clerks to push the product.
 Limitations Of Sales Promotion
• Sales promotion have temporary and short life not exceeding
three months, Sales promotion alone cannot build up brand loyalty.
• Sales promotions are only supplementary devices to supplement
selling efforts of other promotion tools.
• They are non-recurring in their use. They have seldom reuse
values.
• Too many sales promotion may affect adversely the brand image,
suggesting its lack of popularity or overstocking by a company.
• Advertising agencies accord low status to sales promotion and
usually employ junior staff for sales promotion so that they may be
trained for more creative jobs.
- Priyanka Sarraf
 Meaning of Public Relations
• The practice of maintaining a healthy relationship between
organization and its public / employees / stakeholders / investors
/ partners is called public relations.
• A PR specialist communicates with the target audience directly
or indirectly through media with an aim to create and maintain a
positive image and create a strong relationship with the
audience.
• Examples include press releases, newsletters, public
appearances, etc. as well as utilization of the world wide web.
 Types Of Public Relations

• Media Relations
• Investor Relations
• Government Relations
• Community Relations
• Internal Communication
• Customer Relations
• Marketing Communications
Process of Public Relations

Research

Planning

Communication

Evaluation
 Importance of Public Relations:
• To raise awareness.
• Build credibility.
• Tailors information.
• Helps manage reputation.
• Helps shape a likable image.
• Cost-effective.
• Promote brand values.
• Strengthens community relations.
• Boost your niche authority.
• Know your competition up-close and personal.
 Meaning
• Sales Management refers the management of
overall marketing activities such as advertising,
sales promotion, marketing research, physical
distribution, pricing and product merchandising.
• Sales management is the process of developing a
sales force, coordinating sales operations, and
implementing sales techniques that allow a
business to consistently hit, and even surpass, its
sales targets.
• According to American Marketing Association: sales
management refers “the planning, direction and control
of personnel selling, including recruiting, selecting,
equipping, assigning, routing, supervising, paying and
motivating as these tasks apply to the personal sales
force”.
 The major steps involve in sales
force management:
1) Designing sales force objective and strategy
2) Sales force size
3) Recruitment and selection
4) Training and motivation
5) Compensating
6) Supervising
7) Evaluation and control of sales people
 Emerging trends in Sales
Management
• Global Presence
• Innovative technology
• Better Customer Relationship Management (CRM)
• Diversity among Sales-force
• Team Based Selling Approach
• Multi-channel Operations
• Ethical and Social Issues
• Professionalism within Sales-force
 Importance of Sales Management
• Sales Management
• Improves Product Development
• Optimizes Distribution
• Better Financial Decisions
• Improves Staff Quality
- Pratik
 E-marketing
• E-marketing is a process of planning and executing the
conception, distribution, promotion, and pricing of products and
services in a computerized, networked environment, such as the
Internet and World Wide Web.
 Features
• Internet marketing allows global marketing facility
• It is less expensive
• It makes marketing easier
• It increases the choice of products, services and sellers.
• Vast availability of information .
 Role Of E-marketing
• The role of e-marketing is to help in relating the
product to their customers and prospective consumers
in a convenient way..
• As of today, it is said that “EITHER WAYS LEAD TO
THE INTERNET”.
• Just a simple click in surfing the internet would give
you what you want and need .
 Advantages
• E-marketing is inexpensive.
• Companies can reach a wide customers for a small
fraction of traditional advertising budgets.
• Convenient to research and purchase of goods and
services.
• 24/7 marketing.
 Disadvantages
• The consumer is unable to physically feel or try on the
product.
• Marketer will not be able to use the personal touch
factor\human factor.
• Technological change.
• Low connection speed.
 Social Media Marketing (SMM)

• Social media marketing (SMM) is the use of social

media websites and social networks to market a
company’s products and services.
• Social media marketing provides companies with a way
to reach new customers, engage with existing customers
and promote its desired culture, mission or tone.
• Also known as "digital marketing" and "e-marketing,"
social media marketing has purpose-built data analytics
tools that allow marketers to track how successful their
efforts are.
 Advantages
• Large audiences
• Free to create
• Encourages sharing
• Increases brand loyalty
• Uncovers valuable insights
 Disadvantages
• Negative feedback
• Potential for embarrassment
• Time intensive