The Need for Integrated Marketing Communications

With Integrated Marketing Communications (IMC), the Company Carefully

Integrates and Coordinates Its Many Communications Channels to Deliver a
Clear, Consistent, and Compelling Message About the Organization and Its
Product or Service.

Advertising

• Print and broadcast ads

• Packaging inserts

• Motion pictures

• Brochures and booklets

• Posters

• Billboards

• POP displays

• Logos

• Videotapes

Sales Promotion

• Contests, games, sweepstakes

• Premiums

• Sampling

• Trade shows, exhibits

• Coupons

• Rebates

• Entertainment

• Continuity programs

Events/ Experiences

• Sports

• Entertainment

• Festivals
 • Arts

• Causes

• Factory tours

• Company museums

• Street activities

Public Relations

• Press kits

• Speeches

• Seminars

• Annual reports

• Charitable donations

• Publications

• Community relations

• Lobbying

Personal Selling

• Sales presentations

• Sales meetings

• Incentive programs

• Samples

• Fairs and trade shows

Direct Marketing

• Catalogs

• Mailings

• Telemarketing

• Electronic shopping

• TV shopping

• Fax mail

• E-mail
 • Voice mail

Advertising

Any paid form of nonpersonal presentation and promotion of ideas, goods, or

services by an identified sponsor.

Advertising Objectives

Informative advertising, Persuasive advertising, Reminder advertising,

Reinforcement advertising

Sales Promotion

Collection of incentive tools, mostly short term, designed to stimulate quicker or

greater purchase

of particular products or services by consumers or the trade.

PERSONAL SELLING:

Face to face selling in which a seller attempts to persuade a buyer to make a purchase.
Personal selling is as old as commerce itself.

OR

IS A TWO WAY COMMUNICATION BETWEEN THE SELLER AND THE BUYER USUALLY FACE
TO FACE, VIA THE INTERNET,THE PHONE.

Delivery of a specially designed message to a prospect by a seller, usually in the form of face-to-
face communication, personal correspondence, or a personal telephone conversation. Unlike
advertising, a personal sales message can be more specifically targeted to individual prospects and
easily altered if the desired behavior does not occur. Personal selling, however, is far more costly
than advertising and is generally used only when its high expenditure can be justified. For
example, the marketing of a sophisticated computer system may require the use of personal
selling, while the introduction of a new product to millions of consumers would not. Two other
forms of personal selling that are not used with high-end products are door-to-door selling and
home demonstration parties. These two personal selling methods are primarily used for personal
care products, cosmetics, cookware, encyclopedias, books, toys, food, and other items of special
interest to homemakers. Ideally, personal selling should be supported by advertising to strengthen
its impact.

DIRECT MARKETING:

The practice of delivering promotional messages directly to potential customers on an

individual basis as opposed to through a mass medium.
Direct marketing is a form of advertising that reaches its audience without using traditional formal
channels of advertising, such as TV, newspapers or radio. Businesses communicate straight to the
consumer with advertising techniques such as fliers, catalogue distribution, promotional letters, and
street advertising.

Direct Advertising is a sub-discipline and type of marketing. There are two main definitional
characteristics which distinguish it from other types of marketing. The first is that it sends its message
directly to consumers, without the use of intervening commercial communication media. The second
characteristic is the core principle of successful Advertising driving a specific "call to action." This
aspect of direct marketing involves an emphasis on trackable, measurable, positive responses from
consumers (known simply as "response" in the industry) regardless of medium.

If the advertisement asks the prospect to take a specific action, for instance call a free phone number
or visit a Web site, then the effort is considered to be direct response advertising.

Direct marketing is predominantly used by small to medium-size enterprises with limited advertising
budgets that do not have a well-recognized brand message. A well-executed direct advertising
campaign can offer a positive return on investment as the message is not hidden with
overcomplicated branding. Instead, direct advertising is straight to the point; offers a product, service,
or event; and explains how to get the offered product, service, or event

imc:

Integrated Marketing Communications takes into account (at least as much as possible) every single
possible imaginable way you and your customers (and prospects) interact with each other.

Intro:

Marketing efforts incorporate the "marketing mix". Promotion is one element of marketing mix.
Promotional activities include advertising (by using different media), sales promotion (sales and trades
promotion), and personal selling activities. It also includes internet marketing, sponsorship marketing,
direct marketing, database marketing and public relations. Integration of all these promotional tools,
along with other components of marketing mix, is a way to gain an edge over a competitor.

The starting point of the IMC process is the marketing mix that includes different types of marketing,
advertising, and sales efforts. Without a complete IMC plan there is no integration or harmony among
client and customers.
Importance of IMC
Several shifts in the advertising and media industry have caused IMC to develop into a primary
strategy for marketers:

1. From media advertising to multiple forms of communication.

2. From mass media to more specialized (niche) media, which are centered around
specific target audiences.
3. From a manufacturer-dominated market to a retailer-dominated, consumer-controlled
market.
4. From general-focus advertising and marketing to data-based marketing.
5. From low agency accountability to greater agency accountability, particularly in
advertising.
6. From traditional compensation to performance-based compensation (increased sales
or benefits to the company).
7. From limited Internet access to 24/7 Internet availability and access to goods and
services.

Benefits of IMC

Although Integrated Marketing Communications requires a lot of effort it delivers many benefits. It can create
competitive advantage, boost sales and profits, while saving money, time and stress.

IMC wraps communications around customers and helps them move through the various stages of the buying
process. The organisation simultaneously consolidates its image, develops a dialogue and nurtures its
relationship with customers.

This 'Relationship Marketing' cements a bond of loyalty with customers which can protect them from the
inevitable onslaught of competition. The ability to keep a customer for life is a powerful competitive advantage.

IMC also increases profits through increased effectiveness. At its most basic level, a unified message has more
impact than a disjointed myriad of messages. In a busy world, a consistent, consolidated and crystal clear
message has a better chance of cutting through the 'noise' of over five hundred commercial messages which
bombard customers each and every day.

At another level, initial research suggests that images shared in advertising and direct mail boost both advertising
awareness and mail shot responses. So IMC can 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
Carefully linked messages also help buyers by giving timely reminders, updated information and special offers
which, when presented in a planned sequence, help them move comfortably through the stages of their buying
process... and this reduces their 'misery of choice' in a complex and busy world.

IMC also makes messages more consistent and therefore more credible. This reduces risk in the mind of the
buyer which, in turn, shortens the search process and helps to dictate the outcome of brand comparisons.

Un-integrated communications send disjointed messages which dilute the impact of the message. This may also
confuse, frustrate and arouse anxiety in customers. On the other hand, integrated communications present a
reassuring sense of order.

Consistent images and relevant, useful, messages help nurture long term relationships with customers. Here,
customer databases can identify precisely which customers need what information when... and throughout their
whole buying life.

Finally, IMC saves money as it eliminates duplication in areas such as graphics and photography since they can
be shared and used in say, advertising, exhibitions and sales literature. Agency fees are reduced by using a
single agency for all communications and even if there are several agencies, time is saved when meetings bring
all the agencies together - for briefings, creative sessions, tactical or strategic planning. This reduces workload
and subsequent stress levels - one of the many benefits of IMC.

any activities or events that help promote a favorable relationship between a company and
its customers and prospects; activities used to influence the press to print stories that
promote a favorable image of a company and its products or services