Integrated marketing communication d_avina@ub.ac.id Changing of way of thinking promotion Marketing communication IMC 1
Flashback : Promotion Promotion has been defined as the coordination of all seller initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea. Definition of Marketing Communications marketing communications are the means by which firms attempt to inform. persuade, and remind consumers-directly or indirectly-about the products and brands they sell. In a sense, marketing communications represent the "voice" of the company and its brands and are a means by which it can establish a dialogue and build relationships with consumers. (kotler and keller. 2009:470) 2
marketing communications is the collective term for all the communications functions used in marketing a productadvertising, public relations, direct-response marketing, sales promotion and so on. (duncan 2002:15) Forms of Marketing communications (marcomm tools) The primary forms of marketing communications include : traditional mass media advertising (TV, magazines, etc.); online advertising (Web sites, opt-in e-mail messages, text messaging, etc.); sales promotions (samples, coupons, rebates, premium items, etc.); store signage and point-of-purchase communications; direct-mail literature; public relations and publicity releases; sponsorships of events and causes; presentations by salespeople(personal selling); and various collateral forms of communication devices. 3
New approach 4 P's product price place promotion 4 C's consumer cost convenience communication IMC? a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines for example, general advertising, direct response, sales promotion, and public relations and combines these disciplines to provide clarity, consistency, and maximum communications impact. American Association of Advertising Agencies (the 4As ) (Belch and belch 2010:9) 4
IMC (2) Integrated marketing communication is a strategic business process used to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication program over time with consumers, customers, prospects, and other targeted, relevant external and internal audiences. (Don E. Schultz and Philip J. Kitchen, 2004) IMC (3) IMC is a cross-functional process for creating and nourishing profitable relationship with costumers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialogue with them.) Duncan (2002:4) 5
IMC (4) IMC is a communications process that entails the planning, creation, integration, and implementation of diverse forms of marcom (advertisements, sales promotions, publicity releases, events, etc.) that are delivered over time to a brand s targeted customers and prospects. (Shimp 2010:10) The goal of IMC is ultimately to influence or directly affect the behavior of the targeted audience. IMC considers all touch points, or sources of contact, that a customer/prospect has with the brand as potential delivery channels for messages and makes use of all communications methods that are relevant to customers / prospects. (Shimp 2010:10) 6
IMC requires that all of a brand s communication media deliver a consistent message. The IMC process further necessitates that the customer/prospect is the starting point for determining the types of messages and media that will serve best to inform, persuade, and induce action (Shimp 2010:10) Why IMC is important? A major reason for the growing importance of the IMC approach is the ongoing revolution that is changing the rules of marketing and the role of the traditional advertising agency 7
The role of IMC in Branding IMC plays a major role in the process of developing and sustaining brand identity and equity. (Details of brand identity and equity at strategic branding ) Databases and Information Technology Zero based planning SWOT etc (IMC functions and media neutral) Cross-functional organization (Monitoring and evaluating brand relationships) IMC is an ongoing process that spins off sales, profits, and brand equity Advertising, customer services, direct response, E-commerce, events, packaging, personal selling, public relations, sales promotion, sponsorships, trade shows Brand Relationships (Customer acquisition, retention, growth) Sales, profits, and brand equity Brand Messages (Strategic consistency of brand positioning, big creative idea) Media-mass, niche, and interactive (Intrinsic and created brand contacts) (Tom Duncan, (2002:9 ) 8
Penjelasan singkat : promosi marcomm IMC serupa tapi tak sama Promosi merupakan usaha terkoordinasi dari penjual/marketer untuk memberikan informasi dan mempersuasi untuk menjual produk,jasa dan mempromosikan ide (definisi tahun 50an) Promosi dianggap masih berorientasi sebagai cara produsen untuk menjual produk Perkembangan definisi dari promosi adalah markom : Merkom disebut sebagai usaha perusahaan ntuk memberi informasi, mempersuasi dan mengingatkan konsumen baik secara langsung ataupun tidak mengenai produk atau brand yang mereka (produsen) jual. Posisi komunikasi pemasaran dipandang sebagai hal strategis yaitu merepresentasikan suara perusahaan dan brand untuk membangun dialog dan hubungan jangka panjang dengan konsumen. 9
IMC merupakan pengembangan dari 2 konsep sebelumnya. konsep IMC yang memposisikan komunikasi bukanlah sekedar alat seperti halnya konsep sebelumnya (promosi),, tetapi lebih merupakan kegiatan menyeluruh mengenai proses komunikasi perencanaan pencapaian tujuan evaluasi dan perencanaan kembali. 10