Integrated

Integrated Market Communication

Often having the latest most unique product or service is not enough if the internal or external communications are weak. The value of product or service must be communicated by focusing on their benefit to the client.

There are five basic methodologies employed in IMC

1. Advertisement

2. Sales Promotion

3. Public Relations

4. Direct Marketing

5. Personal Selling

Sales Promotion

Sales Promotion or Sales and Promotion are method of communication whereby the interest of the consumer as well as the dealer is stimulated by adding or reminding the value or advantages of the product.

Advertising vs Sales Promotion

The difference in Advertising and Sales Promotion lies in their utilization of techniques.

Distinctive Features of advertising are:

✓ Reasons for buying are given through persuasive ways.

✓ Reasons tend to be more emotionally attracting

✓ Duration is often long

✓ The principal goal is the establishment of stable brand image.

✓ Often indirect or delicate approach to persuasion is used.

Distinctive Features of Sales Promotion are:

✓ Appeals and incentives both are used to persuade customer

✓ Appeals are Rational or self-attracting.

✓ Short term

✓ Immediate sales increase.

✓ Direct approach of increasing the cost-value relationship.

Sales Promotion – Sure Ways f Increasing Consumer Loyalty

The customer is always right about his need but to learn these needs we must do market research. To inform the customer about the availability of product advertising is oft not enough and Sales Promotion is used. There are nine Sales Promotion Techniques.

1. Sampling

2. Coupon

3. Demonstration

4. Contest

5. Premium Offer

6. Price Off offer

7. Consumer Sweepstakes

8. Buy Back Allowance

9. Free Trials...