INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS

Md. S Doha, E-mail: msdoha@gmail.com Department of Marketing, University of Chittagong 1

Integrated Marketing Communications (IMC)

The term IMC can be defined as the coordination of various promotional elements along with other marketing activities that communicate with a firm's customers.
Md. S Doha, E-mail: msdoha@gmail.com Department of Marketing, University of Chittagong 2

American Association of Advertising Agencies (AAAA) defines IMC as

" A concept of marketing communications planning that recognizes the added value of comprehensive plan that evaluates the strategic roles of variety of communication disciplines- like general advertising, direct response, sales promotion and public relations- and combines these disciplines to provide clarity, consistency, and maximum communication impact."
Md. S Doha, E-mail: msdoha@gmail.com Department of Marketing, University of Chittagong 3

Promotion

Promotion is an element of marketing mix by which firms communicate with their customers. It includes a number of communication tools - known as the promotional mix.
Md. S Doha, E-mail: msdoha@gmail.com Department of Marketing, University of Chittagong 4

Promotional Mix
Advertising An advertisement is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Examples include print and broadcast ads, posters, leaflets, billboards, display signs, point of purchase display signs, audiovisual material, symbols and logos.
Md. S Doha, E-mail: msdoha@gmail.com Department of Marketing, University of Chittagong 5

Sales Promotion
These are short-term incentives to encourage trial or purchase of a product or service. Examples include contests, lotteries, sweepstakes, sampling, fair, trade shows, exhibitions, coupons, rebates etc.
Md. S Doha, E-mail: msdoha@gmail.com Department of Marketing, University of Chittagong 6

Direct Marketing
This is the use of mail, telephone, other similar devices or contact tools to communicate with or solicit a response from specific customers and prospects. Catalogues, brochures, mailings, tele marketing, electronic shopping, satellite promotion etc are the examples of direct marketing.
Md. S Doha, E-mail: msdoha@gmail.com Department of Marketing, University of Chittagong 7

Publicity & Public Relations

A variety of programs designed to promote and enhance a companys image and its brands as well is called publicity and public relations. Examples of this tool include news story, editorial, press release, seminars, charitable donation, sponsorships, publications, events, and social ethics campaigns.
Md. S Doha, E-mail: msdoha@gmail.com Department of Marketing, University of Chittagong 8

Personal Selling
This is the face-to-face interaction with one or more prospects with the hope to make a sale. Broadly speaking, this is a form of person-to-person communication in which a seller attempts to assist or persuade perspective buyers to purchase the company's product or service or to favorably act on an idea developed by the company. Examples include sales presentation, sales meeting, incentive programs, trade channel relationship campaign, samples, fairs, trade shows etc.
Md. S Doha, E-mail: msdoha@gmail.com Department of Marketing, University of Chittagong 9

The IMC Planning Process

Md. S Doha, E-mail: msdoha@gmail.com

Department of Marketing, University of Chittagong

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Advertising Appeals

Md. S Doha, E-mail: msdoha@gmail.com

Department of Marketing, University of Chittagong

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Advertising Execution Styles

Md. S Doha, E-mail: msdoha@gmail.com

Department of Marketing, University of Chittagong

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