Integrated Marketing Communication

Paramjit Sharma

IMC

IMC

IMC

IMC

IMC is a way of looking at the whole marketing Process

From the viewpoint of the receiver

Paramjit Sharma

IMC

IMC

IMC

IMC

Three Aspects
How Does Communication Work ? Steps In Developing IMC

Responsibility Of Planning IMC

Paramjit Sharma

IMC

IMC

IMC

IMC

Marketing Communication Mix- 5 Models

Advertising Sales Promotion Public Relation Personal Selling Direct Marketing

Paramjit Sharma

Advertising
IMC IMC IMC IMC

Print & broadcast Ads Packaging-outer Packaging-inserts Motion Pictures Brochure &Booklets Posters & Leaflets

Directories Bill Boards Display Signs POP Audio Visual Symbols & Logos

Paramjit Sharma

Sales Promotion IMC IMC IMC

IMC

Contests ,Games ,lotteries Premiums & gifts Samples Fairs & Trade Shows Exhibitions Demonstrations Coupons Rebates Low Interest Financing Trade in Allowances Paramjit Sharma Tie-ins

Public Relations
IMC
IMC IMC IMC
Community Relations

Press kits Speeches Seminars Annual Reports Donations Sponsorships Publications

Paramjit Sharma

Lobbying
Identity Media Company Magazine

Events

Personal Selling

IMC

IMC

IMC

IMC
Sales Presentation
Sales meetings

Incentive Programmes
Samples Fairs & Trade Shows
Paramjit Sharma

Direct Marketing

IMC

IMC

IMC

IMC
TV Shopping

Catalogs
Mailings
Telemarketing

Fax Mail E-mail

Voice Mail
Paramjit Sharma

Electronic Shopping

IMC

IMC

IMC

IMC

Communication Process
How Can we reach

our Customers ?

How Can Our Customers Reach us?

Paramjit Sharma

Communication Process

IMC
SENDER

IMC
Encoding

IMC
Message

IMC
Decoding RECEIVER

Media

NOISE

Feedback

Response

Paramjit Sharma

Message Not Reaching Target Audience

IMC

IMC

IMC

IMC

Selective Attention

Selective Distortion

Selective Retention
Paramjit Sharma

Developing Effective Communication

IMC

IMC

IMC

IMC

Identify Target Audience Developing Objectives Design Message Select Channels Establish Budget Decide On Media Mix Measure Results Manage IMC
Paramjit Sharma

Identify Target Audience IMC IMC IMC IMC

Potential Buyers Current Users Deciders or Influencers Individuals Groups Particular or General Public
Paramjit Sharma

Identify Target Audience IMC IMC IMC IMC

Image Analysis 1 familiarity Scale
Never Heard Of Heard Of Only Know a Little Bit Know a fair Know Very Amount well

2 Favorability Scale
Very Favorable Somewhat Unfavorable Indifferent Paramjit Sharma Somewhat favorable Very Favorable

Image Audience- FF Analysis IMC IMC IMC IMC

Favorable Attitude

low Familiarity

A
D
High Familiarity

Unfavorable Attitude
Paramjit Sharma

Determining Communication Objectives

IMC
Stages
Cognitive Stage Affective Stage

IMC
AIDA Model

IMC

IMC
Innovation Adoption Model
Awareness
Communication Model Exposure Reception

Models
Hierarchy of Effect Model
Awareness

Attention
Knowledge Interest Liking Preference Conviction

Cognitive Response Interest

Attitude

Desire

Evaluation

Intention

Trial Behavior Action Purchase Stage Paramjit Sharma Adoption

Behavior

Design The Message

IMC
Message Content
Rational Appeal Emotional Appeal Moral Appeal

IMC

IMC

IMC

Message Format

Message Structure
Paramjit Sharma

Message Source

Selecting Communication Channels

IMC

IMC

IMC

IMC

Personal Communication Channels *Advocate, Experts & Social Channel Non Personal Communication Channels *Media, Atmosphere, Events, Cliques
Paramjit Sharma

Marketing Communication Budget

IMC

IMC
4 Methods

IMC

IMC

Affordable Method

Percentage Of Sales Method

Competitive Parity Method

Objective & Task Method

Paramjit Sharma

Marketing Communication Budget

IMC

IMC

IMC

IMC

Objective & Task Method

Establish Market share Goal Percentage which can be reached by advertising Percentage of aware Prospects to be Persuaded by advertisement

Trial Rate
Gross Rating Points Determine advertisement Budget Paramjit Sharma

Deciding The Marketing Communication Mix

IMC

IMC

IMC

IMC

PROMOTION TOOLS
Advertising Sales Promotion PR & Publicity Personal Selling

Direct Marketing

Paramjit Sharma

Measure The Communication Results

IMC

IMC

IMC

IMC

Paramjit Sharma

Marketing Communication Budget

IMC

IMC
4 Methods

IMC

IMC

Affordable Method

Percentage Of Sales Method

Competitive Parity Method

Objective & Task Method

Paramjit Sharma