IMC Tools and Their Link To Advertising Strategy

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IMC Tools and Their Link To Advertising Strategy
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IMC Tools Review

• Advertising
• Sales Promotions
• Public Relations
• Direct Marketing
• Viral (Buzz) Marketing

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The Brand Building Functions of Advertising -
Goals

• To generate and sustain attention
• awareness, interest, recognition/recall
• To persuade the purchase decision
• To educate and/or inform the audience about the
  benefits of the advertised product
• To reinforce consumer behavior decisions

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Advertising Weaknesses

• May be perceived as negatively intrusive
• It clutters the message environment
• Does not ensure ACTION

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Sales Promotion Goals

• Short term increase in sales
• To induce trial
• To provide incentives to buy more
• To reinforce advertising efforts
• To build trade support

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Two Categories of Sales Promotion

• Trade Sales Promotion (B-to-B)
• Consumer Sales Promotion

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Public Relations- Goals

• To build favorable relationships between an
  organization and its publics
• A vehicle that generates public goodwill on
  behalf of a company or brand

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Marketing-oriented PR Tools

• Mass Media Coverage (Publicity)
• Event sponsorships, cause-related marketing

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Publicity Tools

• News Releases, Press Conferences
• Special Events for Mediainterviews, trips, etc.
• Sponsorships
• Cause-related marketing
• Avon Breast Cancer Awareness
• American Express Statue of Liberty Project

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Direct Marketing - Goals

• To generate
• a response in the form of an order
• (direct order)
• a request for more information
• (lead generation)
• a visit to a store or place of business for
  purchase of a specific product/service
• (traffic generation)

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5 Major Categories of Direct Marketing

• Direct Response Advertising
• Direct Mail
• Telemarketing
• Direct Selling (a.k.a. Personal Selling)
• Internet/Cybermarketing

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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.

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Viral Marketing A.K.A.

• Guerilla marketing
• Buzz Marketing
• Grassroots Marketing

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Example- Faberge Organics Shampoo

• If you tell two friendsabout Faberge Organics
  shampoowith wheat germ oil and honey,they'll
  tell two friends,and so on..and so on...and so
  on...--Faberge

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Contemporary Examples of Viral Marketing

• Email forwards
• User reviews/recommendations
• On-line reviews (You Tube, etc.)
• Paid bloggers