Course - Online Mini MBA (Free) Register - http://www.mybskool.com/100-day-mini-mba.php?course=FreeCourse Integrated marketing communication by Yuvaraj Padmanaban For More details Visit http://www.mybskool.com Email us – support@mybskool.com Call us - +91-9840048418

1. INTEGRATED
MARKETING
COMMUNICATION
By
Yuvaraj Padmanaban
1–1

2. 1–2
Marcom – Objective & Brand Equity
• Marketing Communications’ Objective
• To enhance brand equity by moving customers to favorable
action toward the brand—trying it, repeat purchasing it, and
becoming loyal toward the brand.
• Brand Equity
• The degree to which consumers favorably perceive the brand’s
features and benefits as compared to competitive brands and how
strongly these views are held in memory

3. © 2010 South-Western, a part of Cengage Learning. All rights reserved.
1–3
Marketing Communication Types Basis Industry

4. 1–4
ATL & BTL in Marcom

5. 1–5
Integrated Marketing Communications (IMC)
• Is a communications process for planning, creation, integration, and
implementation of diverse forms of Marcom delivered to a brand’s
targeted customers and prospects
• Has as its goal influencing or affecting behavior of targeted audience
• Considers all touch points a customer/ prospect has with the brand as
potential delivery channels for messages
• Requires that all of a brand’s communication media deliver a consistent
message
• Has customer/prospect as its starting point for determining types of
messages and media to inform, persuade, and induce action

6. 1–6
Why Integrated Marketing Communications
IMC and Synergy
• Using multiple communication tools in conjunction with one
another can produce greater results (synergistic effects) than
tools used individually and in an uncoordinated fashion.

7. 1–7
1. Start with the customer or prospect.
2. Use any form of relevant contact or touch point.
3. Speak with a single voice.
4. Build relationships.
5. Affect behavior.
Key Points to Consider

8. © 2010 South-Western, a part of Cengage Learning. All rights reserved.
1–8
Selecting the Appropriate Marcom Tools
Identify Marcom
Program Goals
Determine Best
Way to Allocate
Marketing Budget
Media-Neutral
Approach

9. 1–9
Making Brand-Level Marcom Decisions and Achieving Desired Outcomes

10. 1–10
Fundamental Marcom Decisions
Targeting Positioning
Setting
Objectives
Budgeting
Fundamental
Marcom Program
Decisions

11. 1–11
Marcom Implementation Decisions
Mixing
Elements
Creating
Messages
Selecting
Media
Establishing
Momentum
Marcom Program
Implementation
Decisions

12. 1–12
Marcom Outcomes
Enhancing
Brand Equity
Affecting
Behavior
Marcom
Outcomes

13. 1–13
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