2. a. Create Awareness
b. Stimulate Demand
c. Encourage Product
d. Retain Loyal
e. Combat Competitive
3. Awareness Knowledge Liking Preference Conviction Purchase
• To make a particular brand of a product. (It’s Ours)
• Availability in market. (Its there)
• To communicate point of purchase. (Where)
• To project the distinctive features of the product. (Why ‘us’)
• To justify the product.
• To take feedback. (What do you think )
• Change attitudes.
• Fasten the effects process.
4. Product Communicates
Place (Point of sales) Communicates
Product Message; Live
Physical Attributes Like
Colour, Shape, Size,
Package, Labels, Logo,
Brand Name And
Brand Name Of The
Visual Communication: which the
consumer acquires by the sight of
Consumer gets through touching
and feeling the product. Eg.
Consumer experiences through
seeing the performance or use of
the products. Eg. Automobile
Colour Communicates. Eg.
Rasna, Red colour on soft
drinks and cigarettes.
Design Communicates. Eg.
Brand Name Communicates.
Reasonable Price Fad. Big
• Functions as
• Package first,
• Store Image
• Sales Promotion
• Public Relations
• Direct Selling
• Personal Selling
Communication Is Not Just Restricted To
Happens through all the other Ps
6. “ The process of developing and implementing various forms of
persuasive communication programs with customers and
prospects Over Time.”
IMC is the coordination and integration of all marketing
communication tools, and sources within a company
that maximizes the impact on consumers and other end
users at a minimal cost
› Entails the Planning, Creation, Integration, and Implementation of Diverse Forms of
› Goal of IMC is to Influence or Directly Affect the Behavior of the Targeted Audience.
› Same Communication Message through all the channels of Marketing Communications
7. The Need for IMC
• Conflicting messages from different sources or promotional approaches can confuse
company or brand images
• The problem is particularly prevalent when functional specialists handle individual forms of
marketing communications independently
9. History of Pre- IMC Era
• Historically Organizations handled Advertising, Sales Promotion,
Point-of-Purchase Displays, and Other Promotional Tools as
Virtually Separate Practices due to Unit Specialization, plus
Outside Specialist Suppliers.
• Resistance to Change for Various Reasons.
Today a Move Toward IMC
Why the Move Toward IMC?
• Many Advertising Agencies have Merged with other Suppliers and Broadened
their Scope and Embraced IMC. Brand Organizations Must Integrate. Brand
Managers Must Closely Link Their Efforts with Suppliers and Commit to
Integration of Various Communications Tools.
10. Traditional compensation Performance-based compensation
Media advertising Multiple forms of communication
Mass media Specialized media
Manufacturer dominance Retailer dominance
General focus Data-based marketing
Low agency accountability Greater agency accountability
Limited Internet availability Widespread Internet availability
( Factors Contributing to IMC )
12. Start With The Customer Work To The Company (Outside-in not Inside-out)
Use Any Form of Relevant Contact – get creative (“MD street teams”)
Contact – Any Message Medium Capable of Reaching Target Customers and
Presenting the Brand in a Favorable Light. “360-Degree Branding”
Achieve Synergy Convey the Message Consistently “Speak with a Single Voice”
(1 + 1 = 3)
Positioning Statement: The Key Idea that Encapsulates what a Brand is Intended to
Stand for in its Target Market’s Mind and Then Consistently Delivers the Same Idea
Across All Media Channels.
Build Relationships between the brand and the consumer. A Relationship is an
Enduring Link between a Brand and its Customers.
› Successful Relationships lead to Repurchase and Possibly Even Loyalty toward a
› It is Cheaper to Keep a Customer than Lose them and Have to get New Ones.
› CRM – Customer Relationship Management. Ways to Build Relationships.
Frequent Flyer, Loyalty Programs, Experiential Programs.
Affect Behavior: Must do more than Just Build Awareness or Enhance Consumer
Attitudes. Ultimately Affecting Sales is Still the Gold Standard and Explains the
Popularity of Sales Promotion.
14. Marketing Organization
•Goal & Objectives
•Brand Audit (what you
are doing now
•Event Management Firms
•Web Site Designers
•Sales Promotions Agencies
•Direct Marketing Agencies
•Public Relations Firms
•P-O-P Agencies & Designers
•Message Placement Advertising
15. advertising public relations sales promotion personal selling
16. A combination of promotional methods used to
promote a specific product.
Person-to-person communication in which a seller informs and
educates prospective customers and attempts to influence their
Non-personal communication that is paid for by an identified
sponsor and involves either mass communication and other
media or direct-to consumer communication via direct mail
17. Non-personal communications to a mass audience that is not directly paid
for by the company
All the marketing activities that attempt to promote
immediate sales of a product
The practice of promoting the interests of a company and its brands by
associating the company with a specific event
Includes all signs (displays, posters, signs, shelf cards, and other
visual materials) designed to influence buying decisions at the point
18. Product Life Cycle Stage
• Introduction = advertising
• Consumer = advertising
• Business = personal selling and sales promotion
• Decline = reduction of all promotional activities
• Intense = advertising, sales promotion
• Selective = Vary
• Exclusive = Personal selling
• Personal selling
• Sales promotion
Convenience = advertising
Durables = personal selling
Both = Public
21. Analysis of Promotional program situation
Review of marketing plan
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Develop objectives and strategy for each
Develop message, media strategy, and tactics
Analysis of communications process
Develop integrated marketing communications program
Model of the IMC Planning Process
22. The Risks of Integration
• In order for IMC to work, there must be strong coordination amongst
the different marketing disciplines
• This need creates an Achilles heel for integration
• Can prevent rapid responses to unexpected situations and emerging
• Failure of any one component can have direct consequences for other reliant
Common causes of IMC failure
• Incorrect strategic assumptions
• Inferior tactical execution
• Unanticipated marketplace changes
• Rogue partner behavior
• Unforseen delays
– Product to market, integrated marketing
• Conflicts between integration partners
23. Harmonizing IMC
• Allow adequate feedback and flexibility to facilitate response
amongst various marketing elements
• Do not allow elements to get distracted from ultimate strategic
goals of IM program
• Leadership should allow elements to spontaneously work
together, to address issues that may be missed
• M&M Color vote example
24. Evaluating IMC Programs
• Coverage - what proportion of the target audience is reached by each
communication option employed, as well as how much overlap exists among
• Cost - what is the per capita expense
• Are we getting good “eyeball” return on investment?
• Contribution - the collective effect on brand equity in terms of
• enhancing depth & breadth of awareness
• improving strength, favorability, & uniqueness of brand associations
• Commonality - the extent to which information conveyed by different
communication options share meaning
• Complementarity - the extent to which different associations and linkages are
emphasized across communication options
• Versatility - the extent to which information contained in a communication option
works with different types of consumers
• Different communications history
• Different market segments
25. • A brand possesses equity to the extent that consumers are
familiar with the brand and have stored in memory
favorable, strong, and unique brand associations
Enhancing Brand Equity
Whether a brand name comes to
mind when consumers think
about a particular product
category and the ease with
which the name is evoked
• The associations that come to
mind contemplating a
• Brand association - the
particular thoughts and images
that a consumer has about a
27. What Is a Good Brand?
Mix of offline and online advertising
Emphasizes advantages to AAdvantage
memberships, including mileage points and
AAdvantage frequent-flyer club
Award-winning Admirals Club lounges
Portable defibrillators on every flight
Safe, on-time transportation from A to B
28. A Conceptual Model of Brand Equity
A good brand...
Reduce marketing costs
Opportunity for brand
… provides positive
… and benefits both target
customers and the firm
Source: Kevin Lane Keller, Strategic Brand Management (Upper Saddle River, NJ: Prentice-Hall, Inc., 1998), David Aaker, Building Strong Brands (New
York: The Free Press, 1996), market2customer Analysis, Marketspace Analysis
29. Role of Integrated Marketing Communications
• Marketing communications …
• are the “voice” of the brand and are a means by which it can establish a
dialogue and build relationships with consumers.
• allow marketers to inform, persuade, incentivize, and remind consumers
directly or indirectly
• can contribute to brand equity by establishing the brand in memory and linking
strong, favorable, and unique associations to it.
21st-Century Integrated Marketing
• Integrated marketing must keep pace with the ever-changing world of
promotional innovations to help sell products and services
• Communications professionals also must be familiar with infomercials, movie
and TV product placements
Infomercial. Are program-length commercial
TV-Movie Product Placements. Product placement in films and TV shows
They are also known as “embedded advertisement”
They have become a more intergraded part of movies and TV shows
30. Finding New Ways to Build Brands
• Consumers are driving the trend
• They view brands as a form of self-expression
• They know more about brands and the companies that make them
• Cynicism about corporations is at an all-time high
• They seek and share information with other consumers via the Internet
• Get consumers involved
• Apple Computer lets consumers test products in store
• Starbucks positions stores as a community gathering place
• Interaction can be the best marketing
Benefits Of IMC
IMC Provides better
Trust among consumers.
Effectiveness level than single message strategies.
Connection with the company.
31. Personal And Electronic Word-Of- Mouth
• Word-of-Mouth – personal informal exchanges
customers share with one another about products,
brands, and companies
• Buzz marketing – an attempt to gain acceptance of
product by word-of-mouth
• Viral marketing – strategy to get Internet users to
share ads and promotions with their friends
32. Criticisms And Defenses Of
• Promotion deceptive?
• Does promotion increase prices?
• Does promotion create needs?
• Does promotion encourage materialism?
• Does promotion help customers without costing too
• Should potentially harmful products be promoted?