Promotional Management

Introduction to Integrated
Marketing Communication

Chapter 1 1
 Communication: Sum of all
things which a person does
when he wants to create an
understanding in the mind of
others (Louis A. Allen).

 Marketing Communications: All

the messages and media a firm
deploys to communicate with
the market in order to reach
your target audience.

Chapter 1 2
Figure 2.1 A linear model of communication
Source: Based on Schramm (1955) and Shannon and Weaver (1962).
Chapter 1 3
 FEATURES OF
THE
COMMUNICATION
S PROCESS
 Sender: company, organisation, brand, CEO, Agency
 Receiver: consumer, customer, public, government,
intermediary, supplier
 Encoding: Use of signals (words, symbols, pictures, music) to
create a message that can be understood
 Decoding: Understanding the message as it was intended
 Noise: Cognitive barriers or physical distractions
 Realms of understanding: Common ground between source
and receiver

Chapter 1 4
Chapter 1 5
Chapter 1 6
 INTEGRATED MARKETING
COMMUNICATION (IMC)
Integrating or combining various marketing communication elements or
promotional tools (advertising, public relations, personal selling, etc.) so
that they work in harmony.

Chapter 1 7
Chapter 1 8
 WHAT IS INTEGRATED 
MARKETING?
Integrated marketing rejects the silo 
mentality and breaks down barriers 
between departments to embrace holistic 
marketing. 

According to Belch (2013), integrated

marketing is seen as “an approach to creating
a unified and seamless experience for
consumers to interact with the
brand/enterprise; it attempts to meld all
aspects of marketing communication such as
advertising, sales promotion, public relations,
direct marketing, and social media, through
their respective mix of tactics, methods,
channels, media, and activities, so that all
work together as a unified force.”
Chapter 1 9
 BENEFITS OF COMBINING
THE PROMOTIONAL TOOLS

Globalization Synergy Reduce cost Create a

Smart and consistent
Offset each
Customers other’s maximise brand image
weaknesses profits and maximum
communication
impact

Chapter 1 10
Chapter 1 11
 MAJOR COMMUNICATION
TOOLS OR IMC TOOLS
 Broadcast Media- TV, Radio

 Print Media- newspaper, magazines

 Personal Selling- Sales appointment, sales

meetings and presentation, online sales chat
help
 Public Relation- news release, briefing,
speech, blog
 Direct Marketing- SMS, telemarketing

 Digital marketing- social media marketing,

website, affiliation marketing, email,
reference marketing, Search engine
marketing
 Support Media- billboard, leaflets, transit
media, shopping car signets, in-store tv
 Sales Promotion- discount, sample,
premiums, coupon, contest

Chapter 1 12
 IMC PLANNING PROCESS
Step 1 • Current Situation Analysis

Step 2 • SWOT

Step 3 • Budget

Step 4 • Define primary marketing objectives

Step 5 • Marketing strategies

Step 6 • Implementation of the program

Step 7 • Evaluation of performance