Subject Name: INTEGRATED MARKETING COMMUNICATION

Subject Code:12MBAMM417

Prepared By: MS. VAISHALI LAL

Department:MBA

Date:9/3/15

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 UNIT 1

LEARNING OUTCOME

1. Explain the meaning of IMC and its components.

2. To make students understand how IMC helps in building brand equity.

3. Explain in detail the IMC model.

4. Explain the concept of advertising in detail with the strategies followed at

different stages of life cycle.

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 INTRODUCTION
Integrated Marketing Communications (IMC)
• Is a communications process for planning, creation, integration, and
implementation of diverse forms of promotion 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. It involves
coordinating with various elements of promotion that communicates to the
customers.
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 The integration of 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.

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 Five key features of IMC

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.

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 Elements of Integrated marketing communication

1. Advertising 5. Sales Promotions 6. Event Marketing and

• TV • Trade deals and buying Sponsorships
• Radio allowances • Sponsorship of sporting
• Magazines • Display and advertising events
• Newspapers allowances • Sponsorship of arts, fairs,
• Trade shows and festivals
2. Direct Marketing
• Cooperative advertising • Sponsorship of causes
• Direct mail
• Samples 7. Public Relations and
• Telephone solicitation
• Coupons Publicity
• Online advertising
• Premiums 8. Personal Selling
3. Place Advertising
• Refunds/rebates
• Billboards and bulletins
• Contests
• Posters
• Promotional games
• Transit ads
• Bonus packs
• Cinema ads
4. Internet

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 CHARACTERISTICS OF SERVICES

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 Integrated marketing communication model

• Review of Marketing Plan

- To examine the overall marketing plan
- Role of advertising in promotion
- To do competitive analysis
- Assess the environmental influence
• Analysis of promotional programme
- Internal Analysis
- External Analysis

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 Integrated marketing communication model

• Analysis of communication process

- Establish communication objectives
• Budget determination
• Developing IMC
- Advertising
- Sales promotion
- Direct marketing
- PR
- Personal selling
 Integrate & implement marketing communication strategies
 Monitor, evaluate & integrate marketing communication programme

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 Marketing & promotion process model

Marketing & strategy analysis

Opportunity analysis
Competitors analysis
Target marketing

Target marketing process

Identifying markets
Market segmentation
Selecting Target market
Positioning through marketing strategies

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 Marketing & promotion process model

• Marketing planning program development

- Product decisions
- Pricing decisions
- Channel of distribution
- Promotional decisions
- Advertising
- Sales promotion
- Publicity & public relations
- Personal selling
- Direct marketing
• Target Market
- Ultimate consumers
- Promotion to trade sellers

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 Elements in the communication process

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 Developing IMC Program – Steps

• Creation of Central theme for IMC campaign

• Creative strategic planning development
• Creative strategic implementation & evaluation
• Media planning & strategy
• Selection of optimal media
• Proposition of various mediums
• Evaluation of different media effectiveness
• Deployment of direct marketing in IMC Program
• Deployment of sales promotion techniques
• Deployment of personal selling techniques
• Deployment of internet as a promotion tool

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 Effectiveness of marketing communication

• Create awareness among 90% of target audience

• Create interest in the brand among 70% of target audience
• Create positive feeling about the brand to at least 40% of the target
audience & create preference to at least 25% of the target audience
• Get trial among 20% of the target audience
• Continue reinforcement of advertising & more promotion to get at least 5%
customers who repurchase.

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 Advertising

• Advertising is a paid form of non-personal communication. Advertising

promotes ideas, goods & services of an identified sponsors.

Role
• Communication with the consumers
• Persuasion
• Catalyst for change
• Contribution to economic growth
• Need for non-commercial advertisements

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 Functions of advertising

• Social function
• Psychological function
• Economic function
According to Prof. Jagdish the main function of advertising can be viewed as:
• Perception
• Persuasion
• Reinforcement
• Reminder

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 Types of Advertisement

• Target group
• consumer advertising
• Industrial advertising
• Trade advertising
• Non-profit advertising
 Types of impact required by Ad
• Promotional demand Ad
• Direct & indirect action Ad
• Institutional Ad
 Geographical area
• National advertising
• Local advertising
• Global advertising

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 Advertising & Marketing mix
• Advertising & product
• Product differentiation
 Advertisement & place
• Intensive distribution
• Selective distribution
• Exclusive distribution
• Advertising & promotion
• Personal selling
• Advertising
• Public relations
• Sales promotion
• Advertising & price
• Skimming strategy
• Penetration strategy
• Comparative strategy
• Competitive strategy
• Promotional strategy
• Prestige strategy
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 Advertising appeal in various stages of Life cycle

Life cycle model of advertising has 3 stages:

• Pioneering stage
• To educate consumers about the product
• To convey the message that the new product meets the need
• Some unmet needs get fulfilled
• Competitive stage
• Retentive stage

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 EXERCISES

1. Explain in detail the IMC Planning model.

2. Do the detailed comparisons of Advertising Vs Marketing mix.
3. Explain with the diagram the life cycle model of PLC and the various
advertising strategies followed at each stage.
4. Explain with examples the growing importance of IMC in today’s
scenario.

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