MKTG10001 Lecture Notes - Lecture 11: Out-Of-Home Advertising, Sales Promotion, Integrated Marketing Communications
3 Jun 2018
School
Department
Course
Professor
MKTG10001 Semester 1 – IMC (Integrated Marketing Communications) & Media
Selection
Integrated Marketing Communications
• Developing & implementing various forms of persuasive communications
programs with customers & prospects over time
• Key elements:
o Affecting purchase behaviour
o Using all forms of contacts
o Beginning with the customer/prospect
o Achieving synergy
• Every interaction is marketing communication, and must be customer focused
• Eliciting a favourable brand attitude should be considered an immediate step
in achieving the ultimate objective of purchase
o not to shout/be entertaining about brand, but to change attitudes,
reinforce, must start with objective to meet, awareness of the brand,
affecting behaviour e.g. purchase
• Consider all possible contacts a customer/prospect has with the
brand/organisation
o e.g. online portals, sales people, delivery company
• Process begins with the customer and works back to determine the most
effective & persuasive communications
o Avoid a sales orientation
o Consistent with value-base segmentation
• IMC implies a coordinated message across various media (achieving synergy)
o Avoids duplicated effort & contradictory messages
o Achieves stronger brand 'position'
o Get more from the campaign than what was put in
IMC in Practice
• Example: Sony Bravia launch
