Integrated Marketing Communication: Planning, Strategies, and Tools
UNIT 1. IMC Planning Model and Communication Process
1. Introduction
Integrated Marketing Communication (IMC) is a strategic approach that ensures all forms of communication and messages are carefully linked together to deliver a clear, consistent, and compelling message about the organization and its products.
The IMC planning model provides a structured framework for developing and implementing effective communication strategies.
2. Concept of IMC Planning Model
The IMC Planning Model refers to a systematic
Read MoreModern Advertising Strategies and Media Planning
1. Logistics and Media Planning in Advertising
Introduction: Advertising is not just about creating ads; it involves proper planning and execution. Logistics and media planning play a crucial role in ensuring that advertisements reach the right audience effectively.
Logistics in Advertising
Logistics refers to the systematic planning, coordination, and execution of advertising activities. It ensures the smooth functioning of the entire advertising process.
Key Functions of Logistics:
- Scheduling advertisements
- Coordinating
Mastering Event Planning and Demand Management
1. The Event Planning Process
A structured, systematic approach is essential to mitigate risks and improve outcomes. The process includes: Concept & Objectives, Feasibility, Planning, Implementation, and Evolution & Feedback.
2. Concept & Objectives
Define the 5Ws (Why, Who, What, When, Where) and identify your target audience and stakeholders. Objectives must be SMART (Specific, Measurable, Achievable, Relevant, Time-bound).
3. Feasibility Analysis
- Marketing: Demand, target market, and competition.
Effective Sales Management Strategies and Roles
The Six Principles of Sales Management
Sales management is based on six principles that explain how the sales department works and how it contributes to the success of a company.
- The salesperson represents the company: For customers, the salesperson is the company because they are often the only direct contact with the business. The salesperson acts as the commercial interface—the link between the company and the buyer—and represents the brand. Because of this, companies must carefully recruit
Corporate Communication and Public Relations Strategies
Communication Technology in Corporate Communication
Communication technology plays a very important role in modern corporate communication. It includes tools such as email, video conferencing, social media, websites, intranet, and mobile communication. These technologies help organizations communicate quickly and effectively with employees, customers, investors, and the public. By using communication technology, companies can share information easily, improve coordination, and maintain strong relationships
Read MoreMastering Sales Management: Strategies and Principles
The Product Life Cycle (PLC)
The Product Life Cycle (PLC) explains how a product passes through several stages in the market and how the sales manager must adapt strategies and responsibilities at each stage. The six stages are:
- Pre-Introduction
- Introduction
- Growth
- Maturity
- Decline
- Withdrawal
For an Irish health food company, the sales manager must manage relationships with health stores, sports shops, supermarkets, and convenience stores while expanding from Dublin to Leinster and across Ireland.