Integrated Marketing Communications disadvantages / Marketing communications

Integrated Marketing Communications disadvantages

Realized they need to
IV. Developing the Promotional Program A. Identifying the Target Audience B. Specifying Promotion Objectives Qualities of Good Objectives:
  • Designed for a well-defined target audience
  • Measurable
  • Cover a specified time period.
Hierarchy of effects
  • Sequence of stages a prospective buyer goes through
  • Use as a tool to develop objectives
Awareness. Ability to recognize and remember the product or brand. Interest. Increase in desire to learn about the product features Evaluation. Consumer’s appraisal of the product on important attributes. Trial. Consumer’s actual first purchase and use. Adoption Repeated purchase and use of the product or brand C. Setting the Promotion Budget Percentage of Sales
  • Funds are allocated as a percentage of past or anticipated sales
  • Advantages
    • simple
    • Provides a financial safeguard
  • Disadvantage
    • Implies that sales cause promotion. rather than the other way around.
    • Could reduce promotion budget because of a downturn in sales
Competitive Parity
  • Matching the competitor’s absolute level of spending or the proportion per point of market share.
  • Advantage
    • It is important to consider the competition.
  • Disadvantage
    • The competition may have different promotional objectives
All You Can Afford
  • Common to many small businesses
  • Money is allocated to promotion after all other budget items are covered.
  • Fiscally conservative
  • This approach has little else to offer.
Objective and Task
  • Best approach
  • Company
    • Determines promotion objectives
    • Outline the tasks to accomplish these objectives
    • Determines the promotion costs of performing these tasks.
  • Advantages
    • Ties expenditure to specific objectives
    • Prioritizes tasks if costs are too high.
  • Disadvantages
    • Requires experience and judgment.
    • May require extensive reworking to meet budgets
D. Selecting the Right Promotional Tools .
  • Specify the combination of the five basic IMC tools–advertising, personal selling, sales promotion, public relations, and direct marketing.
  • Promotion mix can vary
    • Simple program using a single tool
    • Comprehensive program using all forms.
  • Assess the relative importance of the various tools
E. Designing the Promotion
  • Design of the promotion plays a primary role in determining the message that is communicated to the audience.
  • Design activity is viewed as the step requiring the most creativity.
  • Design each promotional activity to communicate the same message.

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I have an interview

by His_Holiness

Tomorrow with a Integrated Marketing Communications Co. I said I was a follower of their company's work (which is a load of bs). However, the position is about 15k less a year than my previous position. My last job I was a Marketing Manager -- this would be more design orientated position. Should I just go in there to see what they have to say and try to negotiate the amount up? I mean I am bored, but fresh off of a Marketing Director interview.

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