Integrated Marketing and Communication

7/31/2019 Integrated Marketing and Communication

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INTEGRATED MARKETING ANDCOMMUNICATION


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I T I S D E F I N E D A S C U S T O M E R C E N T R I C , D A T A D R I V E NM E T H O D O F C O M M U N I C A T I O N W I T H T H E C U S T O M E R .

I M C I S T H E C O O R D I N A T I O N A N D I N T E G R A TI O N O F A L LM A R K E T I N G C O M M U N I C A T I O N T O O L S , A V E N U E S ,F U N C T I O N S A N D S O U R C E S W I T H I N A C O M P A N Y I N T O A S E A M L E S S P R O G R A M T H A T M A X I M I Z E S T H E I M P A C T .

Integrated Marketing

Communications


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IT CAN CREATE COMPETITIVE ADVANTAGE

BOOST SALES AND PROFITS

WHILE SAVING MONEY

TIME AND STRESS

Advantage IMC


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MAJOR OBJECTIVES OFMARKETING COMMUNICATIONS

Informing Persuading

Reminding


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developing effective communication

Identify the Target Audience

Image Analysis

Determining the communication Objectives

Designing the Message Managing and Coordinating the Marketing

Communication Process


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ELEMENTS OF THEMARKETING COMMUNICATIONS MIX

1. Advertising

2. Public Relations5. Direct Marketing

3. SalesPromotion

4. Personal Selling


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Case Study- Barack Obama

44th president of United States.(2008)

1st African American.

Multiracial descent

Columbian University. 1st entry to politics- Illinois Senate. (1996)

U.S. Senate won with 70% votes.(2004)

Announced his candidacy for US President.(2007)


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Strategies Applied in the Campaign

Media Campaign

Television Advertisements.

Logos & Posters.

Typefaces Campaign songs.


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Media Campaign

Technology- an enabler for the campaign.

Mybarackobama.com

Leveraging Major Social Media Brands.

Target Audience- not only between 18-29 Years butalso teenagers.

Unprecedented communication strategy- online calltool

Significant advantage over Mc Cain.


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Obama Logo

Extensive use of logo.

Power of logo power of the

candidates message.

Evoked a new sense of hope in thepeople.


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Hope Poster

Iconic Image.

Became most widely recognized.

Words like Progress, Hope &

Change were pinned. Smithsonian institution.

Distributed widely as digital image.

Social Realism.


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Typefaces

Signature campaign- Gotham.

Used capital letters.

Occasional use of Snell round hand script.

Typeface gill sans used for lower and upper case. Also used requiem was used for the logo.


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Television Advertisements

Biographical commercial

Emphasized on his patriotism.

Ran in 18 states including North Carolina and

Republican Alaska. 30-minute infomercial "American Stories, American

Solutions

Focused on wide range of issues including healthcare and taxes.


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Campaign Songs

U2s City of blinding Lights.

Ben Harpers Better Way.

Inspired artists to create unsolicited songs

E.g. Yes We can Will. I. Am Black-Eyed Peas- Make it to the Sun.


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Fight the Smears

Website

Provided issues brought up by the candidate-

Claims that he is not a natural-born citizen of

United States. Portrayals of his relationship with Bill Ayers.

Claims that he is a Muslim and not a Christian.


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Conclusion

Social media and the new rules of marketing are essential Embrace citizen journalists

Clearly and simply articulate what you want people to believe

People don't care about products and services, instead they

care about themselves and about solving their problems. Don't obsess over the competition.

Put your fans first

People don't like tele-marketing

Negativity doesn't sell When someone becomes a customer, they want to talk about

it.

Take time for your family


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THANK YOU

Documents

Integrated Marketing and Communication