Integrated marketing communication

1. Integrated Marketing Communication

2. 4p’s of marketing mix
 Product
 Price
 Place
 Promotion

3.  Marketing communication is
focused on promotion mix
 Promotion compasses all the tools
in the marketing mix whose major
role is persuasive communication

4. What is communication?
 Transmitting, receiving & processing
information.
 Communication occurs when the
message that was sent reaches its
destination in a form that is
understood by the intended audience

5. The communication Process
Elements in the communication process
Sender
Encoding
Decoding
Receiver
Response
Feedback
Noise
Message
Media

6. Communication in marketing
 Sender are the manufacturing or
marketing companies
 Intended audience is mainly customer
internal or external
 The idea is to convey the positive
things about the product, brand or
company
 Intentions may be different like image,
sale, revenue, profit or just to get
attention

7.  Encoding – putting thoughts into symbolic form
 Message – Set of symbols
 Media – communication channel
 Decoding – The process by which receiver
assign meaning to the symbol encoded by the
sender
 Receiver – The party receiving the message
sent by another party
 Response – The reaction of the receiver after
being exposed to the message.

8.  Feedback – The part of the receivers response
communicated back to the sender.
 Noise – The unplanned static or distortion
during the communication process.


9. Senders field Receivers Field
of experience of experience
Sender Encoding
Media
Decoding Receiver
Noise
ResponseFeedback
Message

11. promotion
 Promotion is the coordination of all
seller initiated efforts to set up
channels of information & persuasion
in order to sell goods & services or
promote an idea

12.  Promotion compasses all the tools in the
marketing mix whose major role is
persuasive communication

13. Elements of Promotion Mix
Promotion Mix
Advertising Direct marketing
Interactive /
Internet marketing
Sales promotion Personal selling
Publicity/ public relation

14. AdvertisingAdvertising
Direct MarketingDirect Marketing
Interactive/
Internet Marketing
Interactive/
Internet Marketing
Sales PromotionSales Promotion
Publicity/Public
Relations
Publicity/Public
Relations
AdvertisingAdvertising
Personal SellingPersonal Selling
Direct MarketingDirect Marketing
Interactive/
Internet Marketing
Interactive/
Internet Marketing
Sales PromotionSales Promotion
Publicity/Public
Relations
Publicity/Public
Relations
Basic Elements of the Promotional Mix

15. Communication or promotion
tools
 Advertising
 Sales promotion
 Public relations
 Personal selling
 Direct marketing

16.  Interactive / internet marketing

17. Point of
purchase
Publicity
Public
relations
Direct
marketing
Interactive
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Traditional Approach to Marketing
Communications
Media
Adver-
tising

19. Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising

20. Advertising
 Paid form- occasional exception PSA
 Nonpersonal - involves mass media
generally no opportunity for
immediate feedback ( except
direct response ad)
 Used to create brand images and symbolic
appeals for a company or brand

21. Sales promotion
 Short term incentives to encourage the
purchase or sale of product or service.
 Discounts
 Coupons
 Displays
 Demonstrations
Two Types-
 Consumer-oriented – targeted to the
ultimate user of a product /service
 Trade-oriented - targeted towards
marketing intermediaries

22. Public Relation
 Building good relations with the companies
various publics by obtaining favorable publicity,
building up good corporate image, and handling
or heading off unfavorable rumors, stories, and
events.
 Press releases
 Sponsorships
 Special events
 Web pages

23. Personal Selling
 Personal presentation by the firms sales force
for the purpose of making sales and building
customer relationship
 Sales presentations
 Trade shows
 Incentive programs

24. Direct Marketing
 Direct connection with carefully targeted
individual consumers to both obtain an
immediate response and cultivate lasting
customer relationships.
through the use of direct mail,
telephone, direct-response television, e-mail,
and the Internet to communicate directly with
specific consumers
 Catalog
 Telemarketing
 Kiosks

25. Interactive / internet marketing

26. Steps in Developing Effective
Marketing Communication
Identify the target audience
Determine the communication objectives
Design the message
Choose the media
Select the message source
Collecting feedback

27. Determine the communication
objectives

28. IMC
 The concept under which a company
carefully integrates and coordinates
its many promotion tools, sources,
avenues to deliver a clear, consistent,
and compelling message about the
organization and its products.

29. What is Integrated Marketing
Communication
 Integrated Marketing Communication is a
simple concept. It ensures that all forms of
communication and messages are carefully
linked together.
 At its most basic level, Integrated Marketing
Communications, or IMC, means integrating
all the promotional tools, so that they work
together in harmony.

30. Reasons for the Growing Importance of IMC
Media advertisingMedia advertising Multiple forms of communicationMultiple forms of communication
Mass mediaMass media Specialized mediaSpecialized media
Manufacturer dominanceManufacturer dominance Retailer dominanceRetailer dominance
Concept Driven AppealsConcept Driven Appeals Data-driven marketingData-driven marketing
Low agency accountabilityLow agency accountability Greater agency accountabilityGreater agency accountability
Traditional compensationTraditional compensation Performance-based compensationPerformance-based compensation
Limited Internet availabilityLimited Internet availability Widespread Internet availabilityWidespread Internet availability

31. Reasons for the Growing Importance of IMC
 Shifting of marketing dollars from media advertising to other
forms of promotion , particularly consumer-and trade-oriented
sales promotions.
 A movement away from relying on advertising-focused
approaches, which emphasize mass media such as network
television and national magazines, to solve communication
problems
 A shift in marketplace power from manufacturers to retailers.
 Rapid growth and development of database marketing.
 Demand for a greater accountability from advertising
agencies and the changes in the way agencies are
compensated.
 The rapid growth of the internet, which is changing the very
nature of how companies do business and the way they
communicate and interact with consumers.

32. IMC Audience Contact Tools
Broadcast
media
(TV/radio)
Broadcast
media
(TV/radio)
Print media
(newspapers,
magazines)
Print media
(newspapers,
magazines)
Public
Relations/
publicity
Public
Relations/
publicity
Internet/
interactive
Internet/
interactive
Direct
marketing
Direct
marketing
Sales
Promotion
Sales
Promotion
Product
placements
(TV and movies)
Product
placements
(TV and movies)
Events and
sponsorship
Events and
sponsorship
Word-of-
mouth
Word-of-
mouth
Point-of-
purchase
(displays,
packaging)
Point-of-
purchase
(displays,
packaging)
Personal
selling
Personal
selling
Out-of-home
media
Out-of-home
media
Target AudienceTarget Audience

33. Need for Integrated Marketing
Communications
Conflicting messages from different
sources or promotional approaches
can confuse the customers about
company or brand images
Increasing no of promotional tools &
trends if not used to complement each
other, the message is not effective
creating chaos in customer’s mind

34. Benefits
 increases profits through increased effectiveness
 create competitive advantage
 boost sales by stretching messages across several
communications tools to create more avenues for
customers to become aware, aroused, and ultimately,
to make a purchase and profits, while saving money,
time and stress.
 Creates credibility & reduces risk in the mind of the
buyer

35. Continued…
 nurture long term relationships with customers

36. Factors affecting IMC
programs
In developing an IMC strategy, a company combines
the promotional mix elements, balancing the strengths
& weaknesses of each.
Companies considers many factors in developing their
IMC programs including
 Type of product
 Target market
 Buyer decision process
 PLC stage
 Distribution channels

37. What is an IMC plan?
 A framework for developing,
implementing & controlling the
organization's integrated marketing
communication programs & activities

38. IMC Plan
 It must : -
 Evaluate the current situation
 Determine the role of each promotion mix
element
 Develop the strategies for each promotion mix
element
 Plan for their implementation
 Consider how to evaluate results

39. IMC planning model
Review of mktg plan
Analysis of promotional program situation
Analysis of communication process
Budget determination
Develop IMC program
Direct Mktg Interactive/
Internet
mktg
Sales promotion PR/PublicityAdvtising PS

40. Cntd..
Direct Mktg internet mktg S p PRAdvtising PS
objectives objectives obj obj obj obj
strategy strategy strategy strategy strategy strategy
Msg &media
strategy &
tactics
Msg &media
strategy &
tactics
Msg &media
strategy &
tactics
Msg &media
strategy &
tactics
Msg &media
strategy
& tactics
Sales message
Strategy & sales
tactics
Integrate & implement mktg communication strategies
Monitor, evaluate & control IMC program

41. Review of marketing plan- it is a written document that describes the
overall mkting strategy & programs developed for an organization
Examine overall marketing plan and
objectives
Role of advertising and promotion
Competitive analysis
Asses environmental influences
Analysis of promotional program situation
Internal analysis
External analysis
Analysis of communications process
Analyze receivers response process
Analyze source, message, channel factors
Establish communications goals and objectives
Budget Determination
Set tentative marketing communications budget
Allocate tentative budget
Develop integrated marketing communications program

42.  Integrate and implement Marketing communication
Strategies
Integrate promotion mix strategies
create and produce ads
Purchase media time , space, etc.
design & implement direct marketing programs
design & distribute sales promotion materials
design & implement public relation / publicity programs
design & implement interactive / internet marketing
programs
Monitor , Evaluate, and control IMC program.
Evaluate promotional program results/ effectiveness
Take measure to control and adjust promotional strategies

43. Marketing and promotion process model