1.Mohamed Rashid
+919809209195
A brief introduction to Integrated Marketing Communication (IMC)

2. What is marketing
Marketing is defined by the American Marketing Association (AMA) as
"the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large."
3. Advertising and sales promotion play an important role in the exchange process by informing consumers about an organisations product/servicesand persuading them to purchase to satisfy their needs and wants.
4. The Marketing Mix
The marketing mix has been the key concept to advertising. The marketing mix was suggested by Jeremy McCarthy, professor at Harvard Business School, in the 1960s.
The four Ps- Product, Price, Place(distribution), and Promotion are the elements of Marketing Mix
Marketers must combine these elements into a cohesive marketing strategy.
5. Many companies recognize the need to integrate their various marketing communication efforts, such as media advertising, direct marketing, sales promotion, and public relations, to achieve more effective marketing communications.
6. Integrated Marketing Communications
Integrated Marketing Communications is a term used to describe a holistic approach to marketing communication.
It aims to ensure consistency of message and the complementary use of media.
The concept includes online and offline marketing channels.
7. Online marketing channels include any e-marketing campaigns or programs, from search engine optimization (SEO), pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, micro-blogging, face book marketing, RSS, podcast, Internet Radio and Internet TV.
Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, radio, and television.
8. company develops its integrated marketing communication programme using all the elements of the marketing mix (product, price, place, and promotion).
An integration of all these promotional tools along with other components of marketing mix to gain edge over competitor is called Integrated Marketing Communication.
9. Role of IMC in Branding
A brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: Customers, Staff, Partners, Investors etc.
With more and more products and services competing for consideration by customers who have less and less time to make choices, well known brand have a major competitive advantage in today's market.
10. There are many ways for a company to contact the customer to provide them the information about the co:
The challenge is tounderstand how to use the various IMC tools in an effective way in a right combination.
11. Tools of IMC
Advertising
Direct Marketing
Interactive/Internet Marketing
Sales Promotion
Publicity
Public Relation
Personal selling
12. Advertising
Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
13. Types of advertising
Digital advertising
Television advertising / Music in advertising
Radio advertising
Online advertising
Product placements
Physical advertising
Press advertising
Mobile billboard advertising
In-store advertising
Celebrity branding
14. Direct Marketing
Traditionally this has not been considered as an element of promotional mix.
The development of IT and Internet have made Direct Marketing a very powerful tool in marketing mix
15. Channels of Direct Marketing
Direct Marketing is much more than direct mail and mail order catalog. It involves a verity of activities including
Database management
Direct mail
Telemarketing
Email Marketing
Door-to-Door Leaflet Marketing
Broadcast faxing
Voicemail Marketing
Couponing
Direct-response television marketing
Direct selling
16. Interactive/Internet marketing
The definition of interactive marketing comes from John Deighton at Harvard, who says interactive marketing is the ability to address the customer, remember what the customer says and address the customer again in a way that illustrates that we remember what the customer has told us (Deighton 1996).
Interactive marketing is not synonymous with online marketing, although interactive marketing processes are facilitated by internet technology.
17. Interactive media allow for a back-and-forth flow of information whereby users can participate in and modify the form and content of the information they receive in real time.
Unlike traditional forms of marketing communication such as advertising, which are one way oriented, the new media allows users to perform a verity of functions such as receive and alter the information and image, make inquiries, respond to question, and ofcourse make a purchase.
Although internet is the primary media of InteractiveMarketing, There are other forms which include
CD-RMs, Kiosks, and interactive television.
18. Sales Promotion
Sales promotion is any initiative undertaken by an organisation to promote an increase in sales, usage or trial of a product or service (i.e. initiatives that are not covered by the other elements of the marketing communications or promotions mix). It adds an extra value or incentive to the sales force, the distributers, or the ultimate consumer and can simulate immediate sales.
19. Sales promotions are varied. Often they are original and creative, and hence a comprehensive list of all available techniques is virtually impossible.
However it can be broken into two major categories
Consumer oriented sales promotion and
Trade oriented sales promotion
20. Consumer oriented sales promotion is targeted to the ultimate user of a product or services and includes
couponing, samples, premiums, rebates, contests, sweepstakes, and various point of purchase materials.
Trade oriented sales promotion is targeted towards marketing intermediaries such as wholesalers, distributers, and retailers.
Promotion and merchandising allowances, price deals, sales contests, and trade shows are some of the promotional tool used.
21. Publicity
Non-paid, non-personal communication to promote the organisation, products, services, idea or image of the company not directly done under an identified sponsorship.
It usually comes in the form of a news story, editorial, or announcement about an organisation and/or its product and services.
22. An advantage of publicity over other forms of promotion is its credibility.
Consumers generally tend to be less skeptical towards favorable information about a product or service when it comes from a source they believe is unbiased.
Publicity is not always under control of an orgnisation and is sometimes unfavorable.
23. Public Relations
Public Relations (or PR) is a field concerned with maintaining public image for high-profile people, commercial businesses and organizations, non-profit associations or programs.
It defined the practice of public relations as "the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action, which will serve both the organization and the public interest."
24. Publicity v/s Public Relations
It is important to recognize the distinction between publicity and public relations.
When an organization systematically plans and distributes information in an attempt to control and manage its image and nature of the publicity it receives, it is really engaged in a function known as public relations.
25. Personal selling
Personal selling is oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale
Personal selling is one of the oldest forms of promotion.
It involves the use of a sales force to support a push strategy (encouraging intermediaries to buy the product) or a pull strategy (where the role of the sales force may be limited to supporting retailers and providing after-sales service).
26. Kotlerdescribes six main activities of a sales force:
(1) Prospecting - trying to find new customers
(2) Communicating - with existing and potential customers about the product range
(3) Selling - contact with the customer, answering questions and trying to close the sale
(4) Servicing - providing support and service to the customer in the period up to delivery and also post-sale
(5) Information gathering - obtaining information about the market to feedback into the marketing planning process
(6) Allocating - in times of product shortage, the sales force may have the power to decide how available stocks are allocated
27. IMC Planning Process
The individuals involved in promotion design a promotional plan that provides the framework for developing, implementing, and controllingtheorgnisations integrated marketing communications program and activies.
Promotion is one part of, and must be integratedinto, the overall marketing plan and program.
28. George E. Belch & Michael A. Belch brakes the IMC planning Process into
Review of the Marketing Plan
Promotional Program Situational Analysis
Internal Analysis
External Analysis-
Analysis of the Communication Process
Budget Determination
Developing the IMC Program
Monitoring , Evaluation, and control
29. Review of Marketing Plan
Examine overall marketing plan and objectives
Role of advertising and promotion
Competitive analysis
Assess environmental influences
30. Analysis of Promotional Program Situation
Internal analysis
Promotional department organization
Firms ability to implement promotional program
Agency evaluation and selection
Review of previous program results
External analysis
Consumer behavior analysis
Market segmentation and target marketing
Market positioning
31. Analysis of Communication Process
Analyze receivers response processes
Analyze source, message, channel factors
Establish communications goals and objectives
32. Budget Determination
Set tentative marketing communication budgets
Allocate tentative budget
33. Develop IMC Program
Advertising
Set advertising objectives
Determine advertising budget
Develop advertising message
Develop advertising media strategy
Direct marketing
Set direct marketing objectives
Determine direct marketing budget
Develop direct marketing message
Develop direct marketing media strategy
34. Interactive/Internet marketing
Interactive/Internet marketing objectives
Determine Interactive/Internet marketing budget
Develop Interactive/Internet marketing message
Develop Interactive/Internet marketing media strategy
Sales Promotion
Set Sales Promotion objectives
Determine Sales Promotion budget
DetermineSales Promotion tools and develop messages
Develop Sales Promotion media strategy
35. Publicity/ Public relations
Set Publicity/ PR objectives
Determine Publicity/PR budget
Develop Publicity/PR message
Develop Publicity/PR media strategy
Personal Selling
Set personal sellingand sales objectives
Determine personal selling/salesbudget
Develop sales message
Develop selling roles and responsibilities
36. Integration and Implement Marketing Communication Strategy
Integrate promotional- mix strategy
Create and produce ads
Purchase media time, space, etc
Design and implement direct-marketing programs
Design and distribute sales promotion materials
Design and implement PR/Publicity programs
Design and implement Interactive/Internet Marketing Program
37. Monitor, Evaluate, and Control IMC Program
Evaluate promotional program results/effectiveness
Take measures to control and adjust promotional strategies
38. References
Advertising and promotion An Integrated Marketing Communication Perspective
George E. Belch & Michael A. Belch
39. Thank You