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Integrated Marketing Communications Guide

This document provides an introduction to integrated marketing communications (IMC). It discusses the growth of advertising and promotion due to market fragmentation, new technologies, and globalization. IMC is defined as a planning concept that evaluates various communication disciplines, like advertising, PR, and sales promotion, and combines them for maximum impact. The key reasons for IMC's importance are avoiding duplication, leveraging synergy between tools, and adapting to changes in marketing environments and consumer behaviors. IMC uses various points of contact, like the promotional mix, to build brand identity consistently. Proper promotional management is also required to coordinate these elements into an integrated program.

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Hemaly Parmar
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10 views15 pages

Integrated Marketing Communications Guide

This document provides an introduction to integrated marketing communications (IMC). It discusses the growth of advertising and promotion due to market fragmentation, new technologies, and globalization. IMC is defined as a planning concept that evaluates various communication disciplines, like advertising, PR, and sales promotion, and combines them for maximum impact. The key reasons for IMC's importance are avoiding duplication, leveraging synergy between tools, and adapting to changes in marketing environments and consumer behaviors. IMC uses various points of contact, like the promotional mix, to build brand identity consistently. Proper promotional management is also required to coordinate these elements into an integrated program.

Uploaded by

Hemaly Parmar
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

AN INTRODUCTION TO

INTEGRATED MARKETING
COMMUNICATIONS
THE GROWTH OF ADVERTISING &
PROMOTION

 Fragmentation of mass markets


 Explosion of new technologies
 Growth of internet and e-commerce
 Emergence of global markets
 Economic uncertainties
 Exchange
 Relationship marketing
 Marketing mix & IMC
 Definition by AAAA

– A concept of mktg. communications plng.


that recognizes the added value of a
comprehensive plan that evaluates the
strategic roles of a variety of
communication disciplines- for eg. General
advertising, direct response, sales
promotion, and public relations-and
combines these disciplines to provide
clarity, consistency and max. comm.
impact
 Involves co-ordinating the various
promotional elements and other mktg.
activities that communicate with a
firm’s customers.
 Origination of msgs. at 3 levels –
corporate, mktg. and mktg.
communications
 Eg…….
REASONS FOR THE GROWING
IMPORTANCE OF IMC

 Understanding the value of


strategically integrating various
communication functions
 Avoid duplication
 Take advantage of synergy among
promotional tools
 Changes in the mktg. env. With
respect to consumers, technology and
media
 Lack of consumer’s interest in
traditional advertising, product
placement
 Shift from media advtsg. to other
forms of promotion (consumer & trade
oriented promotions)
 Relying on ad focused approaches,
which emphasize mass media such as
network TV & national magazines to
solve comm. Probs.
 Shift from manufacturers to retailers
 Rapid growth & dev. of database
mktg.

 Demands for greater accountability


from advertising agencies and changes
in the way agencies are compensated
 Rapid growth of internet
THE ROLE OF IMC IN
BRANDING
 IMC use at various points of contact
for building brand identity.
 Sum of all points of contact
 Challenge of delivering branding msg.
efficiently and effectively
THE PROMOTIONAL MIX:
THE TOOLS FOR IMC
PROMOTIONAL MIX

Advertising Interactive/ Sales Publicity/ Personal


Direct Internet Promotion Public selling
Marketing marketing relations
 Promotion: coordination of all seller-initiated
efforts to set up channels of information
and persuasion in order to sell goods and
services to promote an idea.
 Advertising : any paid form of non personal
communication about an organization,
product, service, or idea by an identified
sponsor
– Types
a) Consumer Markets
 National Advertising
 Retail/Local Advertising
 Primary-versus Selective-Demand Advertising
b) Business & Professional Markets
 Business-to-Business Advertising
 Professional Advertising
 Trade Advertising

 Direct Marketing
– Direct communication with customers
– Direct response advertising
 Interactive/Internet Marketing
– Users can participate in and modify the form and
content of the information they receive
 Sales Promotion
– Consumer-oriented sales promotion
– Trade-oriented sales promotion
 Publicity/Public Relations
– Publicity - Refers to nonpersonal
communications regarding an organization,
product, service, or idea not directly paid for
or run for identified sponsorship
– Public Relations – a management function
which evaluates public attitudes, identifies
the policies and procedures of an individual
or organization with the public interest, and
executes a program of action to earn public
understanding and acceptance
 Personal Selling
– A form of person-to-person communication
in which a seller attempts to assist &/or
persuade prospective buyers to purchase the
company’s product or service to act on an
idea.
PROMOTIONAL
MANAGEMENT
 Involves coordinating the promotional
mix elements to develop a controlled,
integrated program of effective mktg.
communications
REVIEW OF MARKETING PLAN

ANALYSIS OF PROMOTIONAL PROGRAM SITUATION

ANALYSIS OF COMMUNICATIONS PROCESS

BUDGET DETERMINATION

DEVELOP INTEGRATED MARKETING COMMUNICATIONS PROGRAM


DIRECT INTERACTIVE/
ADVERTISING SALES PR/PUBLICITY PERSONAL
MARKETING INTERNET SELLING
PROMOTION
OBJECTIVES MARKETING
STRATEGY

MSG. & MEDIA


STRATEGY &
TACTICS

INTEGRATE & IMPLEMENT MARKETING COMMUNICATION STRATEGIES

MONITOR,EVALUATE, & CONTROL INTEGRATED MARKETING COMMUNICATION PROGRAM

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