Integrated Marketing

Communication
What does one understand my the term
Integrated Marketing Communication?

IMC is a way of looking at

the whole marketing Process

From the viewpoint of the receiver

Define Integrated Marketing
Communication
 The message & approaches of general advertising, direct response, sales promotion,
public relations, & personal selling efforts are combined to provide clarity,
consistency & maximum communications impact.
 It calls for a big picture approach, such as planning marketing & promotion programs
& coordinating the various communication functions. It requires firm to develop a
total marketing communications strategy that recognizes what the sum total of a
firm’s marketing activities, not just advertising communicate to its customers.
Consumer’s perceptions of a firm &/or brands are a synthesis of the messages they
receive from various sources. These also include media advertisement, price, direct
marketing, efforts, publicity & sales promotions, as well as interactions with sales
people & other customer contact employees
 In the global economy with international markets & instantaneous communications,
no aspect of marketing can be studied in a vacuum or in isolation if one expects to be
accurate and relevant.
Objectives of Integrated Marketing
Communication (IMC)

 Relevance of market within the context of

advertising
 Relevance of promotion mix
 Exposure to IMC is step forward in
understanding advertising
 Branding – dominant role in today’s
advertising
Three Aspects

How Does Communication Work ?

Steps In Developing IMC

Responsibility Of Planning IMC

Marketing Communication Mix- 5
Models

Advertising
Sales Promotion
Public Relation
Personal Selling
Direct Marketing
 Advertising

•Print & broadcast Ads

•Packaging-outer
•Packaging-inserts
•Motion Pictures
•Brochure &Booklets
•Posters & Leaflets

•Directories
•Bill Boards
•Display Signs
•POP
•Audio Visual
•Symbols & Logos
Sales Promotion
•Contests ,Games ,lotteries
•Premiums & gifts
•Samples
•Fairs & Trade Shows
•Exhibitions
•Demonstrations
•Coupons
•Rebates
•Low Interest Financing
•Trade in Allowances
•Tie-ins
Public Relations
•Press kits
•Community
Relations
•Speeches

•Lobbying
•Seminars

•Annual Reports •Identity Media

•Donations •Company
Magazine
•Sponsorships

•Publications •Events
Personal Selling

Sales Presentation

Sales meetings

Incentive Programmes

Samples

Fairs & Trade Shows

Direct Marketing

TV
Catalogs Shopping

Mailings Fax Mail

Telemarketing E-mail
Electronic
Shopping Voice Mail
Communication Process

How Can we reach our

Customers ?

How Can Our Customers

Reach us?
Communication Process

SENDER Encoding Message Decoding RECEIVER

Media

NOISE

Feedback Response
Message Not Reaching Target Audience

Selective Selective
Attention Distortion

Selective
Retention
Developing Effective Communication

Identify Target
Audience
Developing Objectives
Design Message
Select Channels
Establish Budget
Decide On Media Mix
Measure Results
Manage IMC
dentify Target Audience
Potential Buyers

Current Users

Deciders or Influencers

Individuals

Groups
Identify Target Audience

Image Analysis
1 familiarity Scale
Never Heard Of Know a Know a fair Know Very
Heard Of Only Little Bit Amount well

2 Favorability Scale
Very Somewhat Indifferent Somewhat Very
Favorable Unfavorable favorable Favorable
Determining Communication Objectives

Models
Stages AIDA Innovation Communicatio
n
Model Hierarchy of Adoption
Effect Model Model
Model
Cognitive Awareness Exposure
Stage Attention Awareness Reception

Knowledge Cognitive Respon

Interest Liking Interest Attitude
Affective
Desire Preference
Stage
Conviction Evaluation Intention
Behavior Trial

Stage Action Purchase Behavior

Adoption
Design The Message

Message
Content
Message
Rational Appeal Format
Emotional Appeal
Moral Appeal

Message Message
Structure Source
Selecting Communication Channels

Personal Communication Channels

*Advocate, Experts & Social Channel

Non Personal Communication

Channels
*Media, Atmosphere, Events, Cliques
Marketing Communication Budget
4 Methods

Affordable Method

Percentage Of Sales Method

Competitive Parity Method

Objective & Task Method

Marketing Communication Budget
Objective & Task Method

Establish Market share Goal

Percentage which can be reached by advertising

Percentage of aware Prospects to be Persuaded by advertisement

Trial Rate

Gross Rating Points

Determine advertisement Budget

eciding The Marketing Communication Mix

PROMOTION TOOLS

•Advertising
•Sales Promotion
•PR & Publicity
•Personal Selling
•Direct Marketing