COM3701
Study Unit 2: Integrated
Marketing Communication
• Please note:
- This presentation is not an examination guideline and is based on content provided
in the prescribed book and tutorial letters.
- Example questions, activities and “think about this” mentions are based on various
writings, sections and activities from the prescribed book, and the tutorial letters
etc. and cannot be seen as questions you will get in the exam nor can assumptions
be made as to the importance of one section over another.
This presentation…
• Discuss Chapter 6 of your prescribed book
and study unit 2 of your study guide.
• Please read your TL3701/501/3/2024 as it
gives you a good summary of the content.
• NB to follow study guide AND your prescribed
book to truly grasp the various concepts.
Prescribed book gives the info and
explanations you need to understand each
section.
Introduction
• This study unit introduces you to IMC and
different elements of promotional mix.
• You need to learn all these elements and also
understand can these elements work best in
integration in order to support the
organisation’s efforts.
To do list
• Ensure that you read do the following activities
as prescribed in your TL501/3/2024:
Defining key concepts
Development of integrated marketing
communication
Components of integrated marketing
communication
The marketing communication mix
• Personal selling
• Sales management
• Sales promotion
• Publicity
• Marketing public relations (MPR)
• Advertising
• Direct Marketing
• Sponsorship
• Internet
Personal selling
• Your prescribed book in page 192 gives you a
good definition of personal selling.
• Moreover, the latter indicates that to be
effective, it must be integrated with:
i. Other promotional elements (hence IMC)
ii. Other organizational functions
[Link] consumers and competitive structures in
the market
Personal selling
• The role of personal selling is to:
i. inform (communicate the message to the
consumer)
ii. Persuade (convince the consumer that their
needs can be satisfied)
[Link] building (fostering relationship
management).
• To think about
• Different types of personal selling
• Advantages and disadvantages of personal
selling
• The future of personal selling\
• Assess yourself by ensuring that you do
activity 2.5 in TL501/2018
Sales management
• Refer to Page 195 of your prescribed book
Sales promotion
• Can you define sales promotion and how it
differs from sales management?
• Sales promotions use push and pull strategies
that are discussed in study unit 1 and study
unit 3 in more depth.
• Ensure that you familiarize yourself with the
different types of sales promotions and
objectives as outlined in your prescribed book.
Sales promotion
To think about
•do you know the importance and growth of
sales promotion?
•Can you identify the four factors that should be
considered when developing a sales promotion
strategy?
Publicity and MPR
• Please refer to your TL501/2018 Page 22-23.
• Ensure that you answer all the activities
To think about
• Can you distinguish the two elements and how
they are integrated in the promotion mix?
Direct Marketing
• Direct Response Marketing is an interactive
system of marketing that uses one or more
advertising media to affect a measurable
response or transaction at any location.
Customer relationship is important in direct
response marketing.
• Angelopulo and Barker (2013:207) outlines
the two primary objectives of direct marketing
Direct Marketing
• To think about
Can you identify the direct marketing drivers?
Please refer to page 207 of your prescribed
book.
Sponsorship
• “Sponsorship is the financial investment by an
organisation in a person, event or activity in
return for exclusive rights to promote itself in
connection with that person, event, or activity,
with all parties mutually benefiting from this in
relations to gaining commercial advantage,
excluding major competitors and targeting
specific audience”
Sponsorships
To think about
•can you distinguish between Sports
sponsorships, Event sponsorship, Cause-
related sponsorships?
•What are benefits of sponsorships?
•Also focus on methods to measure success
sponsorships on Page 210 of your prescribed
book.
The internet
• TL501/26 has a wonderful activity on page26
which you must do in order for to fully
understand this element.
Further reading
• The relationship marketing perspective
• The global perspective.
Thank you
