Definition - What does Integrated Marketing

Communications (IMC) mean?

Integrated Marketing Communications (IMC)
combines various promotional tools and
communications/marketing/advertising
services and techniques to maximize profit.

IMC is defined as "an approach to achieving the

objectives of a marketing campaign through a well-
coordinated use of different promotional methods
that are intended to reinforce each other.
 Definition of IMC
• IMC includes the coordination and
integration of all marketing
communication tools, avenues, and
sources within a company into a
seamless program in order to
maximize the impact on end users at
a minimal cost.
 IMC Audience Contact Tools

Broadcast Print media Public

(newspapers, Internet/
media Relations/
interactive
(TV/radio) magazines) publicity

Out-of-home Direct
media marketing

Target Audience
Personal Sales
selling Promotion

Point-of-
Product
purchase Word-of- Events and
placements
(displays, mouth sponsorship (TV and movies)
packaging)
 Reasons for the Growing Importance of IMC
1. It reflects an adaptation by marketers to a changing environment, particularly
with respect to consumers, technology, and media.
2. Even as new technologies and formats create new ways for marketers to reach
consumers.
3. Marketers are facing the problem of consumers’ being less responsive to
traditional advertising.
4. Ongoing revolution that is changing the rules of marketing and the role of the
traditional advertising agency.
5. A shift in marketplace power from manufacturers to retailers.
6. The rapid growth and development of database marketing
7. The rapid growth of the Internet, which is changing the very nature of how
companies do business and the ways they communicate and interact with
consumers.
8. Demands for accountability are motivating many agencies to consider a
variety of communication tools and less expensive alternatives to mass-media
advertising.
9. Companies are recognizing that they must change the ways they market and
promote their products and services
 Reasons for the Growing Importance of IMC

From Toward
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

Traditional compensation Performance-based compensation

Limited Internet availability Widespread Internet availability

• According to American Marketing Association

"advertising is any paid form of non-personal

presentation and promotion of ideas, goods and
services by an identified sponsor”

EX: The non-personal component means that

advertising involves mass media (e.g., TV, radio,
magazines, newspapers) that can transmit a
message to large groups of individuals, often at
the same time
What is promotion?

• Any form of
communication a business
or organization uses to
inform, persuade, or
remind people about its
products.
 Objectives of advertising
• 1. To introduce a new product by creating interest for it among the
prospective customers.
• 2. To support personal selling programme. Advertising maybe used
to open customers' doors for salesman
• 3. To reach people inaccessible to salesman.
• 4. To enter a new market or attract a new group of customers.
• 5. To light competition in the market and to increase the sales as
seen in the fierce competition between Coke and Pepsi.
• 6. To enhance the goodwill of the enterprise by promising better
quality products and services.
• 7. To improve dealer relations. Advertising supports the dealers in
selling he product. Dealers are attracted towards a product which
is advertised effectively.
• 8. To warn the public against imitation of an enterprise's products.
 Role of advertising

• Encourage Purchasing

• Promotes Economic growth

• Improves standard of living

• Communicate with the consumers

• Catalyst to change(creative advertisement leads to

change in perception of the customer)

• persuasion
ROLE & FUNCTION OF ADVERTISING

1. Acquire enhanced volumes of sales of products &

services.

2. Generate awareness about offerings.

3. Induce trial of a new product & service.

4. Motivate & impress trade channels.

5. Change perception & create reassurance.

6. Influence staff.

7. Support sales promotional sponsorships & public

relations activity.

8. Make announcements in public interest

ROLE & FUCTIONS OF ADVERTISING
• Acquire enhanced volumes of sales of products & services.
• Generate awareness about offerings.
• Induce trial of a new product & service.
• Motivate & impress trade channels.
• Change perception & create reassurance.
• Acquire enhanced volumes of sales of products & services.
• Generate awareness about offerings.
• Induce trial of a new product & service.
• Motivate & impress trade channels.
• Change perception & create reassurance.
• Acquire enhanced volumes of sales of products & services.
• Generate awareness about offerings.
• Induce trial of a new product & service.
• Motivate & impress trade channels.
• Change perception & create reassurance.
 The Functions of Advertising

• Builds awareness of products and Brands

• Creates a brand image

• Provides product and brand information

• Persuades people

• Provides incentives to take action

• Provides brand reminders

• Reinforces past purchases and brand experiences

 FUNCTIONS OF ADVERTISEMENT

• Identifying Brand
• Information
• Persuasion
• Previewing New trends
• Demand
• Customer Base
• Pricing
 Benefits of advertising
1. It establish link b/w customer & advertisers

2. It helps in brand image building

3. It act as a guide in choosing the product.

4. It saves the time of customer in choosing product

5. Provides necessary information about the product

6. It helps the manufacturers keep the customers well informed

7. It informs about new product availability & price of the product

8. It smoothen product adoption process.

 Types of advertising
• on the basis of Media
• On the basis of geographical spread
1. Visual advertising
1. National advertising
2. Audio advertising
2. Local advertising 3. Internet advertisement
3. Global advertising 4. Written advertisement

• On the basis of target group • On basis of corporate philosophy

1. Corporate advertising(it aims at building
1. Consumer advertising firms positive public image in eyes of
2. Industrial advertising shareholders,employees,suppliers,legislators
)
3. Trade advertisement 2. Brand advertising
 TYPES OF
ADVERTISING

• PRINT
ADVERTISEMENT
• CELEBRITY
ADVERTISING
• BROADCAST
• PUBLIC SERVICE
• INFOMERCIALS
• OUTDOOR
ADVERTISING
• COVERT ADVERTISING
• SURROGATE
ADVERTISING
 Local Advertisement

• Any advertising placed by a company,

organization, or individual operating in a
limited geographical area such as a city or
within a state.
•
NEWSPAPER ADVERTISEMENT

• Is a product or services advertising that appears

in specific section of newspaper under the
heading classifying the product or service being
offered.
 Interactive Advertising
• advertisements run by
webpages or via digital
media
 Out-Door Advertisement

• Bill-board and message painted on the side

of buildings are common forms of out-door
advertising, which is often used when
quick, simple, ideas are being promoted.
Transit Advertisement
Print Advertising
– Newspapers, Magazines, Brochures, Flyers
•The print media have always been a popular advertising
medium.
•
Advertising products via newspapers or magazines is a
common practice

Outdoor Advertising
– Billboards, Kiosks, Tradeshows and Events

•Outdoor advertising is also a very popular form of

advertising, which makes use of several tools and techniques
to attract the customers outdoors.
•The billboard advertising is very popular however has to be
really terse and catchy in order to grab the attention of the
passers by.
 Covert advertising

• Covert advertising is a unique kind of advertising

in which a product or a particular brand is
included in some entertainment and media
channels like movies, television shows or even
sports.
 Surrogate Advertising
• Surrogate advertising is prominently seen in cases
where advertising a particular product is banned
by law.

• Advertisement for products like cigarettes or

alcohol which are injurious to heath are prohibited
by law in several countries and hence these
companies have to come up with several other
products that might have the same brand name
and indirectly remind people of the cigarettes or
beer bottles of the same brand.
 Persuasive advertisement

• A type of product promotion that attempts to

influence a consumer in favor of a purchasing
particular good or service by appealing to their
emotions and general sensibilities.

• A business might engage in informative or persuasive

advertising to encourage first time customers to try its
product, in addition to reminding customers to
purchase a product they have previously bought.
 Public Service Advertising

• The message communicates in behalf of

a good cause or prevention of a bad
situation from happening
 Public Service Advertisement

• The same advertisement techniques use to

promote commercial goods and services can be
used to inform, educate and motivate the public
about non-commercial issues such as

• HIV/AIDS, Political ideology and Energy

conservation deforestation, illiteracy, poverty and
so on..
• Advertising for Social Causes
Broadcast advertising
– Television, Radio and the Internet
•
Broadcast advertising is a very popular advertising medium
that constitutes of several branches like television, radio or
the Internet.

•Television advertisements have been very popular ever

since they have been introduced. The cost of television
advertising often depends on the duration of the
advertisement, the time of broadcast (prime time/peak time),
and of course the popularity of the television channel on
which the advertisement is going to be broadcasted.

•The radio might have lost its charm owing to the new age
media however the radio remains to be the choice of small-
scale advertisers. The radio jingles have been very popular
advertising media and have a large impact on the audience.
Covert Advertising
– Advertising in Movies

•Covert advertising is a unique kind of advertising in which a product or a

particular brand is incorporated in some entertainment and media channels
like movies, television shows or even sports. There is no commercial in the
entertainment but the brand or the product is subtly( or sometimes
evidently) showcased in the entertainment show.

Public Service Advertising

– Advertising for Social Causes

•Public service advertising is a technique that makes use of advertising as

an effective communication medium to convey socially relevant messaged
about important matters and social welfare causes.

Examples like , energy conservation, political integrity, deforestation,

illiteracy, poverty and so on.
 Mobile Advertisement
• Mobile advertising is a form of advertising via
mobile (wireless) phones or other mobile
devices. It is a subset of mobile marketing.
Mobile advertisement
 What is the Role of advertising in marketing mix
Marketing mix consist of four important variables of marketing,
i.e. 4Ps-Product, Price, Promotion and Place. Apart from the
traditional 4 Ps, there are also other variables, i.e. Packaging,Postion, and Pace

1. Advertising and Product :

• A product is normally a set of physical elements, such as quality, shape,
size, color and other features.

• The product may be of very high quality .At times, the product is so
designed that it requires careful handling and operations. Buyers must
be informed and educated on the various aspects of the product. This
can be effectively done through advertising.
• Thus, advertising plays the role of information and education.

2. Advertising and Price

•The price is the exchange value of the product. A marketer may bring out a very
high quality product with additional features as compared to competitors.
Here comes advertising.

•Advertising can convince buyers regarding the superiority of the

brand and thus its value for money.
3. Advertising and Place :
•Place refers to physical distribution and the stores where the goods are
available.
• Marketer should see to it that the goods are available at the convenient
place and that too at the right time when the buyers need it.

•To facilitate effective distribution and expansion of market, advertising is

of great significance.

•Thus advertising do help in effective distribution and

market expansion.

4. Advertising and Promotion

Promotion consists of advertising, publicity, personal selling and sales
promotion technique.
•Businessmen today have to face a lot of competition. Every seller needs
effective promotion to survive and succeed in this competitive business
world.

•Advertising can play a significant role to put forward the claim of seller,
and to counter the claims of competitor.
5. Advertising and Pace :
Pace refers to the speed in marketing decisions and actions.

It involves among other things the launch of new products or brand variations at greater
speed than before.

As and when new brands are launched, advertising plays an important role of informing,
educating and persuading the customers to buy
the product.

7. Advertising and Positioning :

Product positioning aims at creating and maintaining a distinct image of the
brands in the minds of the customers.
Through advertising the marketer can convey the positioning of the brand and
accordingly can influence the buying decision of the target audience.
6. Advertising and Packaging :
The main purpose of packaging is protection of the product during transit, and
preservation of quality and quantity.

Nowadays, marketers take lot of efforts to develop and design attractive

packages as they carry advertising value. A creatively design package attract
the attention of the customers.

It also carries an assurance of quality and creates confidence in the

minds of customers to buy the product.
 Basic Elements of the Promotional Mix or IMC

Advertising

Direct Marketing

Sales promotions

Publicity/public
Sales Promotion
relations
Publicity/Public
Personal selling
Relations
 Advertising….

• Any paid form of non-personal

presentation and promotion of
ideas, goods, or services by an
identified sponsor.

• E.g.: print and broadcast Ads,

brochures and leaflets,
billboards, display signs symbols
and logos etc...
 Personal selling

Sales men selling to the customer on a one to

one basis.

Advantages being that questions can be

answered straight away, problems can be sorted
out at a personal level. The sales man remains
with the customers case through to the
completion of the sale.
 Sales Promotion
• A variety of a short term
incentives to encourage trial
or purchase of a product or
services.

• E.g.: sampling, gifts, coupons,

demo, rebates ,etc…
 Sales Promotion Tools

Coupons

Samples Trade
Allowances
Premiums
POP Displays
Contests/Sweepstakes
Training
Refunds/Rebates Programs
Bonus Packs Trade
Shows
Loyalty Programs
Coop
Events Advertising

• Consumer- • Trade-oriented
oriented • [For resellers]
• [For end-users]
 Sales promotion

Involves the use of special short-term

techniques, often in the form of incentives, to
encourage customers to respond or undertake
some activity.

For instance, the use of retail coupons with

expiration dates requires customers to act
while the incentive is still valid.
 Various Uses of Sales Promotion

Introduce new Get existing

products customers to buy
more

Combat Attract new

competition customers
Sales
Promotion
Enhance Maintain sales in
personal selling off season

Tie in advertising
Increase retail
& personal
selling inventories
Public Relations/Publicity

• Any activity designed to

create a favorable image
toward a business, its
products or its policies.

• E.g.: speeches, press kits,

annual report, charitable
donations, company
magazine etc…
 Publicity Vehicles

Feature
Articles

News
Interviews
Releases Publicity
Vehicles

Press Special
Conferences Events
 Direct marketing
• Use of mail, telephone, fax, e-
mail or internet to
communicate directly with or
seek response or dialogue
from specific customers and
prospects.

• E.g.: mailings, telemarketing,

e-shopping, catalogs,
websites, blogs etc…
 Direct Marketing is Part of IMC

Direct
Mail
Direct
Internet
Response
Sales Advertising
Direct
Marketing
Shopping
Telemarketing
Channels

Catalogs
 Explain the various Tools of IMC or promotional Mix

1. Advertising
2. Publicity
3. Public Relation
4. Sales Promotion
5. Personal Selling
6. Packaging
7. Internet
8. Trade Fair & Exhibition
9. Sponsorship
Public relation :
A Public relations is defined as a management function which identifies,
establishes, and maintains mutually beneficial relationships between an
organization and the publics.

•Public relations consider multiple audiences (consumers, employees, suppliers,

vendors, etc.) and uses two-way communication to monitor feedback and adjust
both its message and the organization's actions for maximum benefit.

• It is used to generate goodwill for the organization. Public relation help the
company and its public by relating each other for mutual benefits.
 Personal Selling :
Personal selling includes all person-to-person contact with customers with
the purpose of introducing the product to the customer, convincing him or
her of the product's value, and closing the sale.

Advertising :
Advertisement is a non-personal presentation of an idea or a product (where as
personal selling or salesmanship help in personal promotional.) Advertisement
supplements personal selling to a great extent.

Advertising has, acquired great importance in the modern India characterized

by tough competition in the market and fast changes in technology, and
fashion and taste customers.
Sales promotion :
•Sales promotions are direct inducements that offer extra incentives to
enhance or accelerate the product's movement from producer to consumer.

•Sales promotion constitutes devices like contests, coupons, free samples,

premium, and point of purchase material.

•Sales promotion is action oriented. It motivates customers to buy the goods

under incentive plans.
• Sales promotion not only covers consumers but also dealers and
wholesalers.
Packaging :
A properly designed package can induce the prospects to buy the product. A
well designed package can communicate the type and quality of the product.

Internet
Web sites provide a new way of transmitting information, entertainment, and
advertising, and have generated a new dimension in marketing: electronic
commerce.
•E-commerce is the term used to describe the act of selling goods and
services over the Internet.
• In other words, the Internet has become more that a communication
channel; it is a marketing channel itself with companies such as
Amazon.com, eBay, and others selling goods via the Internet to individuals
around the globe

Sponsorships :
Many advertisers heavily rely on sponsorship in order to create positive feelings
toward a company. Sponsorships increase awareness of a company or product,
build loyalty with a specific target audience, help differentiate a product from its
competitors,
provide merchandising opportunities, demonstrate commitment to a community
or ethnic group, or impact the bottom line.
 Sales promotion
Approaches other than advertising, personal selling, and public relations
and publicity where customers are given a short-term inducement to make
an immediate purchase.

Publicity :
Publicity is the non-personal presentation.
•It aims at only informing the public about the events, person, firm etc.

• There is no control on the publicity by the advertiser as it comes from the

media owner. Publicity can be favorable or unfavorable.
Factors Affecting the Promotional Mix

Nature of Product

Stage in PLC

Target Market Factors

Factors Type of Buying Decision

Affecting
Choice of Promotion Funds
Promotional Mix
Push or Pull Strategy
Advertising Marketing mix

Paid form of non personal presentation It is a tool to design & implement

of ideas, goods various marketing strategies in order to
meet the objectives

It is used to inform, promote & Used to formulate marketing strategies

persuade

It is tactical(part) portion of marketing It is base of overall marketing plan &

mix essential tool for designing.

Emphasis towards increasing sales

building brand image, passing message,
promote product
•Explain the Types of advertising appeals
•Advertising appeals aim to influence the way consumers
view themselves and how buying certain products can prove
to be beneficial for them. The message conveyed through
advertising appeals influences the purchasing decisions of
consumers.

•Advertising appeals are designed in a way so as to create a

positive image of the individuals who use certain products.
Advertising agencies and companies use different types of
advertising appeals to influence the purchasing decisions of
people

•Types of ads appeals

1. Emotional appeal
2. Sexual appeals
3. Musical appeal
4. Brand appeal
 Types of Advertising Appeals
1 ) Rational Appeal
2) Emotional Appeal

c) Fear Appeal

f) Positive Appeal

g) Negative Appeal

d) Humor Appeal

3) Moral Appeal
 Rational Appeal
 This type of advertising focus on the consumer’s
need for practicality and functionally in a
product.
 These ads tell consumers , the benefits associated
with the purchase of a product.

Types :-
 High quality appeals
 Low price appeals
 Long life appeals
 Performance minted appeals
 Easy to use oriented appeals
 Rational Appeal Example :

• The Horlicks advertisement below

shows the necessity of a child to
consume it in order to grow tall,
strong and sharp.

• Colgate – "It cleans your breath while it

cleans your teeth”
• Kya aapke toothpaste mein namak hai ?
Emotional Appeal
• An emotional appeal is related to an
individual’s psychological and social needs for
purchasing certain products and services.
• For example :JOHNSON AND JOHNSON
JOHNSON AND JOHNSON
1) Fear Emotional Appeal - Fear has been
found to force individuals to “to break
from routine and pay close attention to
the external world,” including persuasive
messages . Advertisers sometimes use
fear appeals to evoke this emotional
response and arouse consumers to take
steps to remove the threat. For example-
Life Insurance and sun screen lotion .
 3) Negative Emotional Appeal
This appeal includes fear, guilt, and shame
to get people to do things they should
or stop.
For example : Tobacco kills
 Moral Appeals
Moral appeals are directed to the consumes’ sense of what is right
and proper. These are often used to exhort people to support social
and ethical causes.
Types of Moral Appeal are as follows:
• Social awakening and justice :- e.g. boys freedom , satyamev Jayate
• Cleaner and safe environment :- e.g. Satyamev Jayate Season 2 Don't
Waste your Garbage - Subtitled
• Equal rights for women – e.g. Deepika Padukone – "My Choice"
Directed By Homi Adajania - Vogue Empower
• Protection of consumer rights and awakening
Moral Appeal
 MUSIC APPEAL:-

• Music can be used as types of advertising

appeals as it has a certain essential value and
can help in increasing the persuasiveness of
the advertisement.
 Emotional appeal
It is related to an individual’s psychological and social needs for purchasing
certain products and services. Many consumers are emotionally motivated or
driven to make certain purchases. Advertisers aim to cash in on the emotional
appeal and this works particularly well where there is not much difference
between multiple product brands and its offerings. Emotional appeal includes
personal and social aspects.

◦Personal Appeal
Some personal emotions that can drive individuals to purchase products
include safety, fear, love, humor, joy, happiness, sentiment, stimulation, pride,
self esteem, pleasure, comfort, ambition, nostalgia etc.

◦Social Appeal
Social factors cause people to make purchases and include such aspects as
recognition, respect, involvement, affiliation, rejection, acceptance, status and
approval

Fear appeal is also an important factor that can have incredible influence on
individuals. Fear is often used to good effect in advertising and marketing campaigns
of beauty and health products including insurance. Advertising experts indicate that
using moderate levels of fear in advertising can prove to be effective
 Music appeals
Music can be used as types of advertising appeals as it has a certain intrinsic
value and can help in increasing the persuasiveness of the advertisement. It can
also help capture attention and increase customer recall

Scarcity appeals
Scarcity appeals are based on limited supplies or limited time period
for purchase of products and are often used while employing promotional
tools including sweepstakes, contests etc

Masculine feminine appeals

It Used in cosmetic or beauty products and also clothing. This type of appeal
aims at creating the impression of the perfect person. The message is that the
product will infuse the perfection or the stated qualities in you.

Brand appeals
This appeal is directed towards people who are brand conscious and wish to
choose particular products to make a brand statement.

Youth appeals
Advertisements that reflect youth giving aspects or ingredients of products
use these types of appeals. Cosmetic products in particular make use of
these appeals.
◦Ex: Yahoo
 Explain the advertising appeals in various stages of PLC
In different stages of PLC firm faces distinct character of demand
• 1.Advertising appeal in introduction • 1.Advertising appeal in growth stages
stages
• Rapid increasing brand
 To inform new product awareness
introduction
• Convey product concept more
 To convey products features clearly
& methods
• Give products rich brand
 Inform brand & process implication
 Inform product quality & • To increase market share
origin & competitive
• Laying basic foundation for
advantages
shaping brand image
 Informs products benefits
• Future brand positioning
 To attract customer toward
• A favorable position to seize
new product/services
the market for enterprises in
market segment
 advertising appeals in various stages of PLC

• advertising appeals in maturity stage • advertising appeals in decline stage

 To advertise in new market • To remind customer of
segment product existence
 Expand market share, brand
image
• To give benefits to
customers
 Advertise to target new
audience • Awake brand awareness
 Increase the number & • It emphasis on brand image
frequency of customer
purchase
 To maintain brand loyalty
 Highlighting brand personality,
product performance
 Introduce new product
performance
Explain the steps in developing IMC programme

Identify target audience

Determine communication
objectives

Design the message

Selecting message source

Choosing the media

Collecting feedback
 1. Identify the target audience

• Includes assessing the audience’s perceptions of the company,

product, and competitors’ company/product image
• The marketing communicator must have a clear target audience
in mind
2. determine the communication objectives
• Communication objectives helps & effective
1. Develop brand awareness
2. Increase sales
3. Enhance firms image
4. Encourage repeat purchase
5. Change customer beliefs, attitude, perception
6. Enhance purchase actions
 Design the message
• The marketers must develop effective message
• Ideally the message must get attention, interest
,desire & obtain action.
• The marketing communicator must decide what to
say(message content) & how to say ( message
format)
• The message content must have 3 appeals
1. Rational appeals( related to audience self interest
& benefits)
2. Emotional appeals
3. Moral appeals ( it direct audience what is right &
proper)
 Selecting the message source
• It refers to the company's brand name, salesperson, & the
actor who endorses the product
Example: Ronaldo, Beckham

Choosing the media

There are 2 communication channels
1. Personal communication channel: telephone, fax, internet.
2. Non personal channel: radio, TV, newspaper.
 Explain Model of the IMC Planning Process

Review of marketing plan

Analysis of Promotional program situation

Analysis of communications process

Budget determination

Develop integrated marketing communications program

Sales PR/ Personal Direct Internet/

Advertising
promotion publicity selling marketing interactive

Develop objectives and strategy for each

Develop message, media strategy, and tactics

Integrate and implement marketing communications strategies

Monitor, evaluate and control IMC Program

 The Marketing Plan

1. A detailed situation analysis

2. Specific marketing objectives

3. A marketing strategy and program

4. A program for implementing the strategy

5. A process for monitoring and evaluating performance

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 The Marketing Plan

1. A detailed situation analysis

2. Specific marketing objectives

3. A marketing strategy and program

4. A program for implementing the strategy

5. A process for monitoring and evaluating performance

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Analysis of Promotional program situation

•Next steps is develop promotional plan & promotional programme situation

analysis include both internal & external analysis.
1. Internal analysis
• Assess of firms/brand image
• Assess of relative strength & weakness of product
• It assess the capability of firm & implement promotional plan
• It assess SWOT analysis of firm/brand
• Also discuss on type of promotional mix to implement
• It examines ad agencies functions performed for their client.

2. External analysis
• Customer analysis, perception, lifestyle
• Analysis of competitions
• Positioning strategies
• Also consider factor influence purchase decisions
• It assess size & allocation of their promotional budget, media, & message
to market place
 Analysis of communication process
• It includes decisions regarding use of various sources, message
& channel factors
• It also consider effect of ad message might have on customers.
• Also implication of various media mix options

• Communication objectives helps & very effective as

1. Increase firms image
2. Increase sales
3. Enhance purchase decision
4. Develop brand awareness
5. Encourage repeat purchase
 Budget determination

• After communication objectives determined, attention turns

on promotional budget

2 questions arises
• What will be promotional programme
• How to allocate money

Budget is determined brands sales revenue or how much money

is available

Its determined after promotional mix strategies are developed

 Develop the IMC programme
• each promotional mix has its own objectives set of objectives
& a budget & strategy to meeting them

• Decisions should be made to perform activities & implement

promotional programme

• Determine objectives & budget

• Develop media strategy

• Select specific media vehicles

 Monitor, evaluate & control IMC programme
• To determine how well promotional programme is
meeting communication objectives.

• To determine the firms accomplishment of overall goal

& objectives

• Also how well its reaching to target market & any

improvement to be done

• To determine the effectiveness of promotional

programme
 Explain Integrated Marketing Communications Plan
the primary steps required to complete a marketing
plan. They include:

1.Situational analysis (examining problems and

opportunities in the organization’s external
environment and strengths and weaknesses in the
firm itself).

2.Defining marketing objectives (sales, market share,

competitive position, and customer actions desired).

3.Budget preparation.

4.Finalizing marketing strategies.

5.Evaluation of performance.