Page 252 - DMGT408DMGT203_Marketing Management

Unit 10: Integrated Marketing Communications

Self Assessment Notes

Fill in the Blanks:
14. …………………… is an attempt to coordinate various marketing and promotional activities
to make marketing communication to target customers more effective and efficient.
15. …………………… messages represent typical marketing communications such as
advertising, personal selling, sales promotion, direct marketing, publicity, etc.

16. The IMC planning process is based on a longitudinal consumer …………………… database.

10.5 Summary

Marketing communication is one of the four major elements of the company’s marketing
mix.
The communication process itself consists of nine elements: sender, receiver, encoding,
decoding, message, media, response, feedback, and noise.

“Promotion is the co-ordination of seller’s aim to set up channels of information and
persuasion to facilitate the sales of goods/services or acceptance of an idea”. Promotion
serves three essential roles - it informs, persuades, and reminds prospective customers
about the company and its products.

The promotional mix is a specific mix of advertising, personal selling, sales promotion,
public relations, and direct-marketing tools that a company uses to pursue its marketing
objectives.
The IMC planning process is based on a longitudinal consumer purchase database. Ideally,
this database would contain, by household, demographics, psychographics, purchase data,
and perhaps some information regarding how the household feels about or its experience
with the product category.

Every element of a product’s marketing mix helps to position that product in the minds of
consumers.

Sales promotion covers a wide variety of short-term incentive tools designed to stimulate
consumer markets, the trade, and the organisation’s own sales force.

Marketing Public Relations (MPR) is another important communication/promotion tool.
Traditionally, it has been the least utilised tool but is now recognized for its ability in
building awareness and preference in the market-place, repositioning products, and
defending them.

10.6 Keywords

Communication: It means to give or exchange information.
Integrated Marketing Communication: It is a management function designed to make all aspects
of marketing communication such as advertising, sales promotion, public relations, and direct
marketing work together as a unified force.

Promotion: It is the co-ordination of seller’s aim to set up channels of information and persuasion
to facilitate the sales of goods/services or acceptance of an idea.

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