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Integrated marketing communication

Integrated marketing communications (IMC) is an approach that sees marketing from the customer's perspective. IMC involves evaluating the strategic roles of various communication disciplines like advertising, direct marketing, public relations, and sales promotion, and combining them to maximize impact. It provides a more coordinated approach compared to relying primarily on advertising. IMC has grown due to factors like a shift in power from manufacturers to retailers and the rise of new technologies. The promotional mix refers to the optimal combination of advertising, sales promotion, public relations, personal selling, and direct marketing used in an IMC strategy.

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Integrated Marketing Communications Courtesy: Abhishek Sharma PGDMM Gujarat University 1
Kotler on Marketing: Integrated marketing communications is a way of looking at the whole marketing process from the viewpoint of the customer.
4A’s on Marketing American Association of Advertising Agencies (the “4As”):  A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines— for example, general advertising, direct response, sales promotion, and public relations—and combines these disciplines to provide clarity, consistency, and maximum communications impact. 3
Evolution of IMC • During the 1980s, many companies came to see the need for more of a strategic integration of their promotional tools • To coordinate the use of a variety of promotional tools rather than relying primarily on media advertising • IMC offers one-stop shopping for all their clients’ promotional needs. 4
Relevance of IMC  Better synergy among various promotional functions.  Companies can avoid duplication.  To maximize the return on its investment in marketing and promotion  Changes in the Target Group (Customers)  New Technological Advancements 5
Factors responsible for Rapid Growth of IMC  Allocation of funds from media advertising to other forms of promotion, particularly consumer- and trade-oriented sales promotions.  A shift from traditional ways of relying on advertising- focused approaches.  A shift in marketplace power from manufacturers to 6 retailers.
Factors responsible for Rapid Growth of IMC (Contd)  The rapid growth and development of database marketing.  Demands for greater accountability from advertising agencies and changes in the way agencies are compensated.  The phenomenal rise of the Internet. 7
The Role of IMC in Branding • People don’t buy products, they buy brands… • Brand Equity & Brand Identity • Edge to the companies in the Cut throat Competition • Direct connect with the end customer 8
The Promotional Mix: The Tools for IMC 9
Promotion Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. 10
Promotional Strategy / Promotional Mix A plan for the optimal use of the elements of promotional mix: Advertising Direct Marketing Publicity / Public Relations Personal Selling Sales Promotion
Advertising Impersonal, one-way mass communication about a product or organization that is paid for by a marketer.
Advertising Media Traditional Electronic Advertising Media Advertising Media  Television  Internet  Radio  Computer modems  Newspapers  Fax machines  Magazines  Books  Direct mail  Billboards  Transit cards
Public Relations The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance.
Public Relations Functions of Public Relations Evaluates public Executes programs attitudes to “win” public Identifies areas of public interest 15
Publicity Public information about a company, good, or service appearing in the mass media as a news item. 16
Sales Promotion Marketing activities--other than personal selling, advertising, and public relations--that stimulate consumer buying and dealer effectiveness. 17
Sales Promotion Sales Promotion Targets End Company Consumers Employees Trade Customers 18
Sales Promotion Free samples Contests Premiums Trade Shows Popular Tools for Vacation Giveaways Consumer Sales Promotion Coupons 19
Personal Selling Planned presentation to one or more prospective buyers for the purpose of making a sale. 20
Elements of Promotional Mix in a Nutshell Advertising Sales Public Personal Direct Promotion Relations Selling Marketing Print and Contests, Press kits Sales Catalogs broadcast ads games, presentation sweepstakes, lotteries Packaging- Premiums and Speeches Sales Mailings outer gifts meetings Packaging Sampling Seminars Incentive Telemarketing inserts programs Motion Fairs and Annual reports Samples Electronic pictures trade shows shopping
Communication The process by which we exchange or share meanings through a common set of symbols. 22
Marketing Communication Categories of Communication Interpersonal Mass Communication Communication 23
The Communication Process As Senders As Receivers Inform Develop messages Persuade Adapt messages Remind Spot new communication opportunities 24
The Sender and Encoding The originator of the message in the Sender communication process. The conversion of a sender’s ideas and Encoding thoughts into a message, usually in the form of words or signs. 25
The Communication Process Noise Encoding Message Decoding Sender Receiver Message Channel Message Message Channel 26
The AIDA Concept Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message. 27
The AIDA Concept Action Desire Interest Attention 28
Factors Affecting the Promotional Mix Nature of Product Stage in PLC Target Market Factors Factors Type of Buying Decision Affecting Choice of Promotion Funds Promotional Mix 29
Integrated Marketing Communications A method of carefully coordinating all promotional activities to produce a consistent, unified message that is customer focused. 30
Thank You. 31