Integrated Marketing Communications Overview

Promotion

Communication to build and maintain relationships.

Communication

Sharing of meaning between sender and receiver.

Source

Sender of the message in communication.

Receiver

Individual or group decoding the message.

Encoding Process

Converting meaning into signs or symbols.

Decoding Process

Interpreting signs into concepts and ideas.

Message

Physical form of communication from sender to receiver.

Communication Channel

Medium transmitting the encoded message.

Noise

Anything reducing communication clarity and accuracy.

Feedback

Receiver's response communicated back to sender.

Integrated Marketing Communications (IMC)

Coordinated promotional efforts for maximum impact.

Message Integration

Tactical alignment of promotional messages.

Strategic Integration

Long-term alignment of communication strategies.

Push Strategy

Promoting products by pushing them to consumers.

Pull Strategy

Encouraging consumers to seek out products.

Advertising

Paid, non-personal communication about products.

Advantages of Advertising

Control, wide reach, brand equity, low cost.

Disadvantages of Advertising

Impersonal, clutter, credibility issues, difficult measurement.

Hierarchy of Effects

Model for setting advertising objectives.

Copy

Verbal portion of advertisements.

Artwork

Visual elements including illustrations and layout.

Layout

Arrangement of ad's illustrations and copy.

Appeal

Emotional or rational attraction in advertising.

Rational appeal

Focuses on factual information and logical reasoning.

Emotional appeal

Evokes feelings like humor, fear, or warmth.

Telemarketing Code of Practice

Requires disclosure of identity and call purpose.

Direct Marketing Code

Testimonials must be current, typical, and verifiable.

ISP SPAM Code

Mandates spam filter information for consumers.

Free-to-Air Broadcasting Code

Ensures news programming is truthful and accurate.

Self-Regulation of Advertising

Voluntary system for maintaining advertising standards.

Advertising Standards Complaints Board

Anyone can complain about any advertisement.

Benefits of Self-Regulation

Industry bears costs, allowing flexibility and less interference.

Public Relations (PR)

Activities to manage company image and public perception.

Publicity

Uncontrolled public commentary about a brand or company.

PR Advantages

Credibility, lower cost, and consumer engagement.

PR Disadvantages

Less control and time-consuming processes.

Press Release

Short copy distributed to announce news or events.

Proactive PR

Anticipates and addresses potential public relations issues.

Reactive PR

Responds to negative publicity or crises.

Personal Selling

Paid communication to inform and persuade customers.

Sales Promotion

Short-term incentives to boost sales.

Consumer Sales Promotion

Promotions aimed directly at consumers.

Premiums

Merchandise offered free or at low cost.

Sales Promotion Advantages

Stimulates short-term sales and creates excitement.

Sales Promotion Disadvantages

Can harm long-term brand equity and lead to trade wars.

Service

Application of efforts to people or objects.

Intangibility

Cannot be perceived by senses; non-physical.

Inseparability

Produced and consumed simultaneously; shared responsibility.

Perishability

Unused service capacity cannot be stored.

Heterogeneity

Variation in quality due to human behavior.

Tangible Cues

Physical elements used to reduce service anxiety.

Servicescape

Physical environment where service is delivered.

Brand Image

Importance increases with service intangibility.

Service Industries

Sectors primarily providing services, not goods.

Marketing Mix

Controllable variables in strategic marketing planning.

Customer Presence

Required for service consumption; cannot take home.

Quality Control

Methods to ensure consistent service delivery.

Employee Training

Improves service consistency and quality.

Flexible Pricing

Adjusting prices to balance supply and demand.

Reservation Systems

Manage demand and service capacity effectively.

Yield Management

Pricing strategy to maximize revenue from services.

Service Delivery Systems

Standardized processes to enhance service quality.

Direct Sale Channel

Only method for delivering certain services.

Co-Creation

Shared responsibility in service production.

Customer Expectations

Managing perceptions to improve service satisfaction.

Mystery Shoppers

Used for quality control assessments.

Labor Intensiveness

Higher labor leads to greater service variability.

Core Service

Main service offered to customers.

Supplementary Service

Additional services enhancing core service.

Tangibilising

Making intangible services more concrete.

Service Pricing

Prices based on tasks, time, and demand.

Quality Indicator

Price often reflects perceived service quality.

Distribution Channels

Direct channels reduce service inseparability.

Low-Contact Service

Service delivery with minimal customer interaction.

Promotional Cues

Tangible symbols representing the service offered.

Visualisation

Creating mental images to represent services.

Association

Linking services to familiar concepts or brands.

Physical Representation

Tangible items representing the service experience.

Documentation

Written materials supporting service understanding.

Expanded Marketing Mix

Includes 7Ps: Product, Price, Place, Promotion, People, Processes, Physical Evidence.

People Variable

Human aspect involved in service delivery.

Personnel

Employees representing the company to customers.

Aesthetic Labour

Employee appearance enhancing service perception.

Emotional Labour

Managing emotions to fulfill service roles.

C2C Interaction

Customer interactions influence service experiences.

Physical Evidence

Tangible clues validating service quality.

Atmospherics

Environmental factors influencing customer perceptions.

Processes

Flow of customer engagement with services.

Customer Journey

Total experience from service purchase to consumption.

Touch Points

Moments of customer interaction with the company.