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Integrated marketing communication is one of the fundamental weaknesses in the Arab companies. And how to apply this concept and the importance of benefit from IMC so i went to highlight this concept. "Haitham khammash" Many companies that are marketing campaigns to deliver a particular advertising message but is it successful or not? To answer this question we have to understand the concept of integrated marketing communications and its impact on the delivery of the marketing message content and how it works to promote the brand value. Introduction Without a hesitation promotion and marketing communication are the mainly elements of any firm marketing strategy, this is not unforeseen because promotional activities are needed to communicate. marketing communications includes transmission and sharing meaning between buyers and sellers, either as individuals and firm or between person and firm. integrated marketing communication refers to the strategic coordinated use of promotion to build one consistent message across multiple channels to make sure maximum persuasive. Impact on the firms current and potential customers. integrated market communication takes a 360 degree view of the customer that believe each and every contact that a customer or potential customer may have in his or her relationship with the firm. The history of (imc) The first definition for integrated marketing communication came from the American Association of Advertising Agencies in 1989, defining IMC as "an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other. IMC ? as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time. (The American Marketing Association. Retrieved 12 February 2014). 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). 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) Most marketers have adopted integrated marketing as the basis for their communication and promotion coordinating all communication ((touch points) A Touch point (contact point, customer contact, Moment of Truth, point of contact)), describes the interface of a product, service or brand with customers /users, non-customers, employees and other stakeholders before, during and after a transaction. This may be applied in business to business as well as business to consumer environments. firms using IMC to get across an image of truly knowing and caring about their customer that can translate into long term customer relationships. IMC reduces cost and increases effectiveness because it can shrink or remove redundancies and throw away in the overall promotional program. many firms have embraced IMC because mass media advertising has become more expensive and less knowable than in the past. In this search we check up the role of IMC in marketing strategy .we discuss the strategic use of IMC in informing persuading and reminding customers about the firms products.. we also discover the strategic decisions to be made with respect to advertising ,public relations ,personal selling and sales management and sales promotion. Strategic issues in integrated marketing communications When selecting elements to include in the IMC program it is important to take a holistic perspective that organize not only all promotional elements but also the IMC program with the rest of the marketing program (product ,price ,and supply chain strategy).taking this approach allows a firm to communicate a reliable message to target customers from every possible angle thus maximizing the total impact on those customers. The firm must focus on long term promotional objectives and have the serenity to continue the program long enough to measure true success .it takes a great deal of time, effort and resources to build a hard market position. The goals and objectives of any promotional movement finish in the purchase of goods or services by the target market. the classic model for outlining promotional goals and achieving this ultimate outcome is the AIDA model (attention, Interest, desire, and action): Attention Without attention, you can almost not persuade them of anything. You can get attention in many ways--a good way is to surprise them. When you are talking to them, the first few seconds are necessary as they will listen most then and rapidly decide whether you are worth giving further attention. Don't waste these precious moments on niceties, grab the other person's attention directly.It is generally better to open with something that draft them towards you rather than something that scares them (as this may drive them away).Good openers address their problems and begin with such as: Have you ever...? Are you noticing...? Can you see...? Bad openers give them something to object to, demonstrate your disrespect, or just bore them to tears, and may begin with such as:
Interest Once you have their attention, sustain that attention by getting the other person interested. You can get interest by:
Watch out for the boredom factor. You may be able to get someone interested, but you cannot expect to keep their attention for ever. If you want to come back some day, you should leave them wanting more, at least of your company. desire Once they are interested in you and what you have to say, then next step is to create a desire in them for what you want them to do. They can recognize that they have a need, but this is not desire. Desire is a motivation to act and leads towards the next stage. Desire is like a fire, and can be stoked by many methods, such as: Showing them how the item to be desired will not be available for long (Scarcity principle). Showing how other people approve of the item and have acquired it for themselves. Showing them how what you have to offer will solve some of their problems. Action This is the magic stage when they take action on their desires and actually buy the product or agree to your proposals. The scariest point is where you ask for the sale or ask them whether they actually do agree fully with you. Listen to the signals they are sending. Are they asking you about when you can deliver or what after-sales support you give? Summarize the problem you are solving for them and how what you are proposing solves that problem. Use the appropriate closing technique, such as alternatives ('Do you want the red or the blue?) or presupposition ('What time shall we meet next week?'). The role and importance of specific promotional elements vary across the steps in the AIDA model .mass communication elements, such as advertising and public relations tend to be used more deeply to stimulate awareness and interest due to their efficiency in success large numbers of potential customers. Components of integrated marketing communications
According to American Marketing Association "advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor". According to William J. Stanton, "Advertising consists of all the activities involved in presenting to an audience a non-personal. Advertising is used for communicating business information to the present and prospective customers. It usually provides information about the advertising firm, its product qualities, place of availability of its products, etc. Advertisement is very important for both the sellers and the buyers. However, it is more important for the sellers. In the modern age of large scale production, producers cannot think of pushing sale of their products without advertising them. Advertisement supplements personal selling to a great extent. Advertising has acquired great importance in the modern world where tough competition in the market and fast changes in technology, we find fashion and taste in the customers. involves paying to publish a message that identifies a brand (product or service) or an organization being promoted to many people at one time. The characteristic media that organizations utilize for advertising of course include television, magazines, newspapers, the Internet, direct mail, and radio. As we explained, businesses are also advertising on social media such as Facebook , blogs, Twitter, and mobile devices. Each medium (television or magazines or mobile phones) has different advantages and disadvantages. A few examples of advantages and disadvantages are discussed below. For example, mobile phones provide continuous access to people on the go although reception may vary in different markets. Radios, magazines, and newspapers are also portable. People tend to own more than one radio, but there are so many radio stations in ach market that it may be difficult to reach all target customers. People typically are doing another activity (e.g., driving or studying) while listening to the radio, and without visuals, radio relies solely on audio. Both television and radio must get a message to consumers quickly. Although many people change channels or leave the room during commercials, television does allow for demonstrations. In an effort to get attention, advertisers have changed the volume for television commercials for years. However the Federal Trade Commission passed a new regulation effective in 2010 that prohibits advertisers from changing the volume level of commercials on television. People may save magazines for a long time, but advertisers must plan in advance to have ads in certain issues. With the Internet, both magazines and newspapers are suffering in terms of readership and advertising dollars. Many major newspapers, such as papers in Seattle and Chicago, have gone out of business. One of the biggest factors
an organization must determine is which medium or media Advertising can be a cost efficient part of IMC program when used to reach large number of people by television magazines outdoor displays or online ads. though online advertising provides an option to reach highly focused markets at a moderately low cost. the most recent estimates point to continued growth in online ad spending, which amounted to 2009 revenues of $23.4 billion in the united states. Look for this figure. most online ad revenues comes from search advertising, followed by classifieds and banner ads .nearly one fourth of the advertising were from the retail industry. Online advertising, also called online marketing or Internet advertising: is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. It includes email marketing search engine marketing social media marketing, many types of display advertising (include web banner advertising) and mobile advertising. Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content. Other potential participants include advertising agencies who help generate and place the ad copy, an ad server who technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser. Online advertising is a large business and is growing rapidly. In 2011, Internet advertising revenues in the United States surpassed those of cable television and nearly exceeded those of broadcast television. In 2013, Internet advertising revenues in the United States totaled $42.8 billion, a 17% increase over the $36.57 billion in revenues in 2012. U.S. internet ad revenue hit a historic high of $20.1 billion for the first half of 2013, up 18% over the same period in 2012 Online advertising is widely used across virtually all industry sectors. Types of advertising: Advertising promotes all types of product including goods ,services idea, issues, people, and anything else that marketers want to communicate to latent customers. Because the total expenditures for advertising may be great, larger firm with better market share. There are three basic types of advertising: institutional and product advertising and advocacy advertising . A_ Institutional Advertising: this is a type of advertising that is used to improve a company's image instead of promoting an individual product idea and culture. B_ Advocacy advertising :this type of advertising often promotes socially approved behavior such as recycling, the responsible use of alcoholic beverages, support for the arts,or the firms support for cultural diversity. C_ Product Advertising: is any method of communication about the promotion of a product in an attempt to induce potential customers to purchase the product. Advertisement usually requires payment to a communication channel. The general objective of product advertisement is to increase brand awareness or to demonstrate the differences between the product and competing products to induce purchasing. the product advertising promotes the image, features, uses, benefits, and attributes of product. Product advertising comes in many different forms. The Advertising Budget: There are several allocation methods used in developing a budget. The most common are listed below:
It is important to notice that most of these methods are often combined in any number of ways, depending on the situation. Because of this, these methods should not be seen as rigid but as building blocks that can be combined, modified, or discarded as necessary. Remember, a business must be flexible—ready to change course, goals, and philosophy when the market and the consumer demand such a change. ·
Due to its simplicity, the percentage of sales method is the most commonly used by small businesses. When using this method an advertiser takes a percentage of either past or anticipated sales and allocates that percentage of the overall budget to advertising. But critics of this method charge that using past sales for figuring the advertising budget is too conservative, that it can stunt growth. However, it might be safer for a small business to use this method if the ownership feels that future returns cannot be safely anticipated. On the other hand, an established business, with well-established profit trends, will tend to use anticipated sales when figuring advertising expenditures. This method can be especially effective if the business compares its sales with those of the competition (if available) when figuring its budget.
Because of the importance of objectives in business, the task and objective method is considered by many to make the most sense and is therefore used by most large businesses. The benefit of this method is that it allows the advertiser to correlate advertising expenditures with overall marketing objectives. This correlation is important because it keeps spending focused on primary business goals. With this method, a business needs to first establish concrete marketing objectives, often articulated in the "selling proposal," and then develop complementary advertising objectives articulated in the "positioning statement." After these objectives have been established, the advertiser determines how much it will cost to meet them. Of course, fiscal realities need to be figured into this methodology as well. Some objectives (expansion of area market share by 15 percent within a year, for instance) may only be reachable through advertising expenditures beyond the capacity of a small business. In such cases, small business owners must scale down their objectives so that they reflect the financial situation under which they are operating.
While keeping one's own objectives in mind, it is often useful for a business to compare its advertising spending with that of its competitors. The theory here is that if a business is aware of how much its competitors are spending to advertise their products and services, the business may wish to budget a similar amount on its own advertising by way of staying competitive. Doing as one's competitor does is not, of course, always the wisest course. And matching another's advertising budget dollar for dollar does not necessarily buy one the same marketing outcome. Much depends on how that money is spent. However, gauging one's advertising budget on other participants' in the same market is a reasonable starting point.
Similar to competitive parity, the market share method bases its budgeting strategy on external market trends. With this method a business equates its market share with its advertising expenditures. Critics of this method contend that companies that use market share numbers to arrive at an advertising budget are ultimately predicating their advertising on an arbitrary guideline that does not adequately reflect future goals.
This method takes the cost of advertising an individual item and multiplies it by the number of units the business wishes to sell. This method is only effective, of course, when the cost of advertising a single unit can be reasonably determined.
This aggressive method involves the allocation of all available profits to advertising purposes. This can be risky for a business of any size it means that no money is being used to help the business grow in other ways (purchasing new technologies, expanding the work force, etc.). Yet this aggressive approach is sometimes useful when a start-up business is trying to increase consumer awareness of its products or services. However, a business using this approach needs to make sure that its advertising strategy is an effective one and that funds which could help the business expand are not being wasted.
With this method, advertisers base their budgets on what they can afford. Of course, arriving at a conclusion about what a small business can afford in the realm of advertising is often a difficult task, one that needs to incorporate overall objectives and goals, competition, presence in the market, unit sales, sales trends, operating costs, and other factors.
The effectiveness of advertising is a highly controversial topic. Research suggests that in many cases advertising leads to a relatively modest increase in sales. One study suggests, for example, that when a firm increases its advertising spending by 1%, sales go up by 0.05%. (The same research found that, in contrast, if prices are lowered by 1%, sales tend to increase by 2%). In general, it appears that advertising is more effective in selling durable goods (e.g., stereo systems, cars, refrigerators, and furniture) than for non-durable goods (e.g., restaurant meals, candy bars, toilet paper, and bottled water). Also, advertising appears to be more effective for new products. This suggests that advertising is probably most effective for providing information (rather than persuading people). Note that many advertising agencies make a large part of their money on commissions on advertising sold. Thus, they have a vested interest in selling as much advertising as possible, and may strongly advise clients to spend excessive amounts on advertising. 2_Personal selling:is an interactive, paid approach to marketing that involves a buyer and a seller. The interaction between the two parties can occur in person, by telephone, or via another technology. Whatever medium is used, developing a relationship with the buyer is usually something the seller desires. When you interview for internships or full-time positions and try to convince potential employers to hire you, you are engaging in personal selling. The interview is very similar to a buyer-seller situation. Both the buyer and seller have objectives they hope to achieve. Although business-to-business markets utilize more personal selling some business to consumer markets do as well. If you have ever attended a Pampered Chef or Tupperware party or purchased something from an Amway or Mary Kay representative you’ve been exposed to personal selling.
How can firms use new technology to reduce costs and increase productivity while maintaining personalized, one-to-one client relationships? The main advantages and disadvantages of personal selling can be summarized as follows:Advantages: High customer attention Message customized Interactivity credible impact would-be for development of relationship Adaptable chance to close the sale. Disadvantages: High cost Labor intensive Expensive Can only reach a limited number of customers. 3_Public relations (PR):is the practice of managing the spread of information between an individual or an organization (such as a business, government agency, or a nonprofit organization) and the public. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. The Practice of Public Relations. According to Edward Bernays, the public relations counsel is the agent working with both modern media of communications and group formations of society in order to provide ideas to the public’s consciousness. Furthermore, he is also concerned with ideologies and courses of actions as well as material goods and services and public utilities and industrial associations and large trade groups for which it secures popular support. It is important to recognize the distinction between publicity and public relations. When an organization systematically plans and distributes information in an attempt to control and manage its image and the nature of the publicity it receives, it is really engaging in a function known as public relations to Public relations generally has a broader objective than publicity, as its purpose is to establish and maintain a positive image of the company among its various publics. Public relations uses publicity and a selection of other tools including special publications, participation in the public activities, fund-raising sponsorship of special events, and various public affairs activities to enhance an organization’s image. Organizations also use advertising as a public relations tool. Traditionally, publicity and public relations have been considered more supportive than primary to the marketing and promotional process. However, many firms have begun making PR an integral part of their predetermined marketing and promotional strategies. PR firms are increasingly touting public relations as a communications tool that can take over many of the functions of conventional advertising and marketing. general PR Tools and Techniques: In order to build a relationship with the target audience and maintain it on a high level, PR specialists use a variety of tools and techniques. Some of the most common ones include:
4_Sales promotions: consist of other types of promotions—coupons, contests, games, rebates, mail-in offers, and so forth—that are not included as part of another part of the communication mix. Sales promotions are often developed to get customers and potential customers to take action quickly, make larger purchases, and make repeat purchases. Many stores now place coupons next to products to encourage consumers to select a particular brand and products. Sales promotion is any initiative undertaken by an organization to promote an increase in sales, usage or trial of a product or service (i.e. initiatives that are not covered by the other elements of the marketing communications or promotions mix). Sales promotions are varied. Often they are original and creative, and hence a comprehensive list of all available techniques is virtually impossible (since original sales promotions are launched daily!). Here are some examples of popular sales promotions activities. (Philip kotler) sales promotion ,which is generally defined (as those marketing activities that provide extra value or incentives to the sales force), the distributors, or the last consumer and can inspire immediate sales. Sales promotion is generally broken into two major categories: consumer-oriented and trade-oriented activities .Consumer-oriented sales promotion is targeted to the final user of a product or service and includes couponing, sampling, premiums, rebates, contests, sweepstakes, and various point-of-purchase material These promotional tool sensor age consumers to make an immediate purchase and thus can stimulate short term sales. Trade-oriented sales promotion is targeted toward marketing intermediaries such as wholesalers, distributors, and retailers. Promotional and merchandising allowances, price deals, sales contests, and trade shows are some of the promotion al tools used to encourage the trade to stock and promote a company’s products. cconsist of other types of promotions—coupons, contests, games, rebates, mail-in offers, and so forth—that are not included as part of another part of the communication mix. Sales promotions are often developed to get customers and potential customers to take action quickly, make larger purchases, and make repeat purchases. Many stores now place coupons next to products to encourage consumers to select a particular brand and products. Sales promotion is any initiative undertaken by an organization to promote an increase in sales, usage or trial of a product or service (i.e. initiatives that are not covered by the other elements of the marketing communications or promotions mix). Sales promotions are varied. Often they are original and creative, and hence a comprehensive list of all available techniques is virtually impossible (since original sales promotions are launched daily!). Here are some examples of popular sales promotions activities. (Philip kotler) sales promotion ,which is generally defined (as those marketing activities that provide extra value or incentives to the sales force), the distributors, or the last consumer and can inspire immediate sales. Sales promotion is generally broken into two major categories: consumer-oriented and trade-oriented activities .Consumer-oriented sales promotion is targeted to the final user of a product or service and includes couponing, sampling, premiums, rebates, contests, sweepstakes, and various point-of-purchase material These promotional tool sensor age consumers to make an immediate purchase and thus can stimulate short term sales. Trade-oriented sales promotion is targeted toward marketing intermediaries such as wholesalers, distributors, and retailers. Promotional and merchandising allowances, price deals, sales contests, and trade shows are some of the promotion al tools used to encourage the trade to stock and promote a company’s products. Among many consumer packaged-goods companies, sales promotion is often 60 to70 percent of the promotional budget.30 In recent years many companies have shifted the weight of their promotional strategy from advertising to sales promotion. Reasons for the increased accent on sales promotion include declining brand loyalty and increased consumer sensitivity to promotional deals. Another major reason is that retailers have become larger and more powerful and are demanding more trade promotion support from companies. Promotion and sales promotion are two terms that often create misunderstanding in the advertising and marketing fields. As noted, promotion is an element of marketing by which firms communicate with their customers; it includes all the promotional-mix elements we have just discussed. However, many marketing and advertising practitioners use the term more narrowly to refer to sales promotion activities to either consumers or the trade (retailers, wholesalers). What is sales promotion? Sales promotion is any initiative undertaken by an organization to promote an increase in sales, usage or trial of a product or service (i.e. initiatives that are not covered by the other elements of the marketing communications or promotions mix). Sales promotions are varied. Sales promotion in consumer market: Any number of the supply chain can initiate sales promotion , but manufactures and retailers typically offer them. For manufactures, sales promotion activities represent an effective way to introduce new product or promote established brand ,the firm offer one or more of the following types of sales promotions to consumer :
coupon reduce the price of a product and promote customers to try new or established brands. coupon can be used increased sales volume quickly. coupons can be featured on In-Store Displays, on their own, or on the product. Coupons instantly reduce the price of a product, making it more desirable to consumers. Coupons can have both advantages and disadvantages. Coupons create brand awareness. The consumer sees thebrand name on the coupon even when the coupon is not redeemed. Coupons, also, encourage consumers to purchase brands on the next trip to the store. 2. Rebates: offer money back to the consumer. Unlike coupons, rebates cannot be used immediately, but instead must be mailed to the product’s manufacturer. Consumers benefit from the lower price, while companies benefit because not every consumer will redeem the offer. 3.Sampling: Sampling allows consumers to try the product either in-store or viafree samples before buying it. This can reduce consumers’ apprehension about buying a new product or introduce them to a product they were unfamiliar with before. e.g. tasting of food and drink at sampling points in supermarkets. For example Red Bull (a caffeinated fizzy drink) was given away to potential consumers at supermarkets, in high streets and at petrol stations (by a promotions team). 4.Contest and sweepstakes: normally require the member to perform some type of activity. Thewinner is selected based on who performs best or provides the most correct answers. No purchase is required to enter a sweepstake. Consumers can enter as many times as they wish, although it is permissible for firms to restrict customers to one entry per visit to the store or some other location. 5.Premiums: incentive consumers to purchase a product with a tangible benefit, such as a no-obligations gift. Premiums make the product offer more valuable to consumers by including a related product for no additional cost premium are items offered free or at a minimum cost as a bonus four purchasing product. 6.point-of-sale display (POS display); including coupon machines placed next to products in stores, encourage consumers to buy a brand or product immediately. When a consumer sees a special display or can get a coupon instantly, manufacturers hope the sales promotion increases sales. Stores may also provide coupons for customers with loyalty cards to encourage them to select particular brands and products. 7.Loyalty programs: reward loyal customers who engage in repeat purchases. this program are a popular in many industries due to their potential to dramatically increase profits over long term. References
What is any communication between a buyer and a seller of goods and services?Promotion is a communication link between buyers and sellers. It is a function of informing, persuading, and influencing a consumer's purchase decision. Promotional activities include: media advertising, direct mail, personal selling, sales promotion and public relations.
What is a type of communication between the buyer and the seller?Phone calls, e-mails, text messages, video chats and in-person meetings all have their place in the sales process. It's a good idea to discuss with each buyer and seller how they prefer to communicate so the transaction can flow smoothly.
What is the interaction between buyer and seller?The interaction between buyers and sellers is assumed to take the following form. The seller quotes a price and the buyer can either accept that price or try to bargain the price down by comnitting himself to a lower price. The seller may then agree to the price offered by the buyer or reject it.
Why is communication important between buyer and seller?Effective communication between buyers suppliers helps support long-term goals by building a strong and trusting relationship in which both parties are comfortable sharing information and working together to support these goals.
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Is the communication between the buyer and seller about the product or service?
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