Name of The Course:

Integrated Marketing
Communication (EMKT 6302)
 Course Teacher

Professor Dr. Md. Jakir Hossain

Department of Marketing
Jagannath University
Dhaka – 1100
 Recommended Texts
1. Belch, G. E. & Belch, M. A. Advertising and
Promotion: An Integrated Marketing
Communications Perspective, TATA McGraw-Hill
Publishing Company Limited, 6th edition.

2. Clow, K. E. and Baack, D., Integrated Advertising,

Promotion, and Marketing Communications,
Prentice Hall of India Private Limited, 2nd edition.
 Chapter 1: An Overview of IMC
Topics to be covered in this chapter:
 Meaning of Marketing Promotion
 Role of Communication in Marketing
 Aims of Marketing Communication
 Meaning of IMC and Developing IMC Program
 Elements of Mkt Communication (Traditional
& Modern)
 IMC Planning Process
 Evaluating IMC Programs
Meaning of Marketing Promotion
Mkt promotion includes activities designed to
communicate the value of the product and
persuade target customers to buy it. Information
about the product has to be communicated to
the potential customers, either through word of
mouth, advertising or some form of display. To
make present and potential customers aware of
the presence of the product in the marketplace,
a marketer must communicate with them using
such means as advertising, sales promotion,
personal selling and, public relations etc.
 Marketing Communication/Promotion
Marketing communications are the means
by which firms attempt to inform,
persuade, and remind consumers - directly
or indirectly -about the brands they sell.
Marketing communications represent the
voice of the brand and are a means by
which the brand can establish a dialogue
and build relationships with consumers.

6.6
 Traditional View of Marketing
Communication
Traditionally, the elements of
promotional or mktg communications
mix includes:
 Advertising
 Sales promotion
 Personal selling
 Public Relation
Advertising: Advertising is any paid form of nonpersonal
presentation and promotion of ideas, goods, or services by
an identified sponsor. Such presentation and promotion is
done through a message called advertisement, which is
disseminated through one or more media.
First, advertising differs from an advertisement. The
advertisement is the message while advertising is a process,
which consists of a program or a series of activities
necessary to prepare the message and send it to the target
market.
Second, the public understands who is behind the
advertising because the sponsor is openly identified in the
advertisement.
Third, its sponsor pays the cost of media for the message.
Sales Promotion: Sales promotion
consists of short-term incentives to
encourage purchase or sales of a
product or service. While advertising
gives reasons to buy a product or
service, then sales promotion offers
reasons for immediate buying.
Sales promotion includes
• Consumer promotion - includes samples,
coupon, rebates, prices-off, premiums,
patronage rewards, displays and contests.
• Trade promotion - includes discounts,
allowances, free goods, cooperative
advertising, push money, and conventions
and trade shows.
• Sales force promotion - includes bonuses,
contests, and sales rallies.
Public Relations: Those activities directed
towards building good relations with the
company's various publics by obtaining
favorable publicity, building up a good
"Corporate image", and handling or
heading off unfavorable rumors, stories,
and events. Public relation is used for
promoting products, people, places, ideas,
activities, organizations, and even
nations.
Personal Selling: PS selling can be defined as the
personal presentation by the firm’s sales force for
the purpose of making sales and building customer
relationships through face to face conversation
and persuasion.
They locate and develop new customers and
communicate information about the company, its
products and services. They perform selling task
by approaching customers, presenting their
products, answering objections, negotiating prices
and terms, and closing sales.
Role of Communication in Mktg
 It helps to communicated the knowledge and existence
of product to the potential customers
 It links the seller with the potential buyers
 It contacts and establishes rapport with individuals,
groups, or organizations directly or indirectly
facilitate exchanges by influencing one or more of the
audiences to accept a firm’s product.
 It facilitates direct exchanges, marketers communicate
with selected audiences
 It helps in indirect exchanges by focusing
communication about co’s activities and products on
interest groups, current and potential investors,
regulatory agencies, and society in general.
Aims of Mktg Communication
 Informing
 Persuading
 Reminding
 Reinforcing
Marketing Communications Options
 Information Processing Model of
Communications
1. Exposure: A person must see/hear the communication.
2. Attention: A person must notice the communication.
3. Comprehension: A person must understand the
intended message or arguments of the communication.
4. Yielding: A person must respond favorably to the
intended message or arguments of the communication.
5. Intentions: A person must plan to act in the desired
manner of the communication.
6. Behavior: A person must actually act in the desired
manner of the communication.
 
6.16
Potential Pitfalls in Launching a New Ad Campaign
• A consumer may not be exposed to an ad because the
media plan missed the mark.
• A consumer may not notice an ad because of a boring
and uninspired creative strategy.
• A consumer may not understand an ad because of a lack
of product category knowledge or technical
sophistication, or because of a lack of awareness and
familiarity about the brand itself.
• A consumer may fail to respond favorably and form a
positive attitude because of irrelevant or unconvincing
product claims.
• A consumer may fail to form a purchase intention
because of a lack of an immediate perceived need.
• A consumer may fail to actually buy the product because
he or she doesn’t remember anything from the ad when
confronted with the available brands in the store.
6.17
 An Ideal Ad Campaign Would Ensure That:
• The right consumer is exposed to the right message at the right
place and at the right time.
• The creative strategy for the advertising causes the consumer
to notice and attend to the ad but does not distract from the
intended message.
• The ad properly reflects the consumer’s level of understanding
about the product and the brand.
• The ad correctly positions the brand in terms of desirable and
deliverable points-of-difference and points-of-parity.
• The ad motivates consumers to consider purchase of the brand.
• The ad creates strong brand associations to all these stored
communication effects so that they can have an effect when
consumers are considering making a purchase.

6.18
Meaning of IMC
Integrated Marketing Communications
(IMC) is the coordination and
integration of all marketing
communication tools, avenues, and
sources within a company into a
seamless program, which maximizes the
impact on consumers and other end
users at a minimal cost.
 IMC (contd)
• The “voice” of the brand
• A means by which it can establish a dialogue
and build relationships with consumers
• Allow marketers to inform, persuade,
provide incentives, and remind consumers
directly or indirectly
• Can contribute to brand equity by
establishing the brand in memory and
linking strong, favorable, and unique
associations to it
6.20
 Developing IMC Programs
• Mixing communication options
– Evaluate all possible communication
options available to create knowledge
structures according to effectiveness
criteria as well as cost considerations.
– Different communication options have
different strengths and can accomplish
different objectives.
– Determine the optimal mix

6.21
The Promotional Mix: The tools for IMC
Traditionally – four elements including:
advertising, sales promotion, publicity/public
relations and personal selling. In addition, direct
mktg and Interactive/ Internet mktg are
considered as major promotional mix elements in
modern day mkt.
Elements of Promotion Mix

Advert Direct Interacti Sales Publicity Person

ising Mktg ve/Intern Promo /Public al
et mktg tion relations selling
Direct Marketing: DM is a form of communicating
an offer, where organizations communicate directly
to pre-selected customers to generate a response
and/or a transaction. It includes – database mgt,
direct selling, telemarketing, and direct response
ads through direct mail, the Internet and various
broadcast and print media. DM generally
eliminates the middleman such as advertising
media. Among practitioners, it is also known as
direct response marketing.
 Interactive/Internet Mktg: Most dynamic and
revolutionary changes in mktg as well as in ad
and promotion. Internet marketing, or
online marketing, refers to advertising
and marketing efforts that use the Web and
email to drive direct sales via electronic
commerce, in addition to sales leads from
websites or emails. It is also referred to as web
marketing, online marketing, or e-marketing.
Internet is the most inexpensive way to reach
target market, regardless of the size of your
business. 
Importance of IMC
 Market arena is very Complex
 Budget for Promotion is limited
 Effective use of budget is required
 Result must be measured in terms of sales, brand
awareness, consumer loyalty
 In 1980s, the necessity of a strategic integration of
promotional tools was realized
 In IMC, the coordination of various promotional
elements and other mktg activities emphasized to
communicate with a firm’s customer.
 In 1990s, the move toward the IMC is one of the
most significant marketing developments
 Reasons for the Growing Importance of IMC
• A shifting of marketing dollars from media
advertising to other forms of promotion.
• A movement away from relying on advertising –
focused approaches, which emphasize mass media
such as network television and national magazines to
solve communication problem.
• A shift in marketplace power to manufactures to
retailers
• The rapid growth and development of database
marketing.
 Reasons for the Growing Importance of IMC
(contd)
• Demands for greater accountability from
advertising agencies and changes in the way
agencies are compensated.
• The rapid growth of Internet which is
changing the very nature of how companies
do business and the way they communicate
and interact with customers.
The IMC Planning Process
1.Review of the Marketing Plan
2.Promotional Program Situation Analysis
3.Analysis of The communication Process
4.Budget Determination
5.Developing the IMC Program
6.Monitoring, Evaluation and Control
 1. Review of the Marketing Plan
Mkt plan and objectives involves- where the
company/the brand has been, its current
position in the market, where it intends to go,
and how it plans to get there. Marketing plan
includes five basic elements:
Situational analysis –includes examining
problems and opportunities in its external
environment and strengths and weaknesses in
the firm itself.
Defining marketing objectives- normally are spelled
out in the areas of sales, market share, competitive
position, and customer actions desired.
Finalizing marketing strategies –includes the
ingredients of marketing mix and all positioning,
differentiation and branding strategies the firm
wants to use.
Marketing tactics – from the strategies, marketing
tactics emerge to guide the day to day steps
necessary to support marketing strategies.
Evaluation of performance – measuring the results
and comparing to its set goals.
 2. Promotional Program Situation Analysis
The situation analysis – internal & external
 Internal analysis - assessing the product or service
it offers & the firm itself.
 Firm’s capabilities & its ability to develop and implement a
successful promotional program
 Organization of the promotional department
 Analysis of the past program - successes or failures,
advantages & disadvantages of performing the promotional
functions in house or hiring external agency or agencies.
 Assessing the relative strengths or weaknesses of the
product or service, its advantages or disadvantages
 Unique selling points or benefits it may have, its packaging,
price and design and so on.
 External Analysis:
 Customer Analysis
• Buyers of product or service
• Decision makers of buying the product, & influencer
on decision maker
• Way of purchase decision made
• What does the customer buy and what needs must
satisfy?
• Reason of buying a particular brand and timing
• Customers’ attitudes towards product or service
• Social factors that influence on purchase decision
• Customer life styles and its influence on decisions
• Demographic factors that influence on purchase
decisions
 Competitive Analysis
• Direct and indirect competitors
• Key benefits and positioning used by
competitors
• Co’s position relative to competitors
• Size of competitors ad budget
• Message and media strategies competitors use
 Environmental Analysis
• Current trends or developments that might
affect the promotional programs
3. Analysis of the Communication Process
• Finding ways of effective communication
with consumers in its target market.
• Recognizing the different effects various
type of advertising messages might have on
consumers
• Should celebrity spokesperson be used and at
what cost
• Media mix option like TV, radio, newspaper,
direct marketing and their cost implications
4. Budget Determination: Two basic questions
are asked at this point
i. what will be the promotional program cost?
ii. how will the money be allocated?
Ideally, the amount should be determined by
what must be done to accomplish its
communication objectives.
In reality, the budget is determined based on
the money available or on the percentage of
the product or brand’s sales.
5. Developing the IMC Program
Each of the elements of promotion mix has
certain advantages and limitations, the
decision must be made regarding the role
and importance of each element and their
coordination with one another. Similarly,
each of the promotional mix elements has its
own set of objectives and a budget and
strategy for meeting them.
6. Monitoring, Evaluation and
Control
• Determining how well the promotional
program is meeting common objectives.

• A continuous feedback is necessary

 Evaluating IMC Programs
There are six relevant criteria, known as
“the 6 Cs” for short. These are:
1.Coverage
2.Contribution
3.Commonality
4.Complementarity
5.Conformability
6.Cost.
6.38
 Evaluating IMC Programs

• Coverage: What proportion of the

target audience is reached by each
communication option employed? How
much overlap exists among options? In
other words, to what extent do different
communication options reach the
designated target market?

6.39
 IMC Audience Communication Option Overlap

Communication Communication
Option A Option B

n ce
die
Au

Communication Option C
Note: Circles represent the market segments reached by various communication options.
6.40
Shaded portions represent areas of overlap in communication options.
 Evaluating IMC Programs (cont.)
• Contribution: Contribution describes the collective
effect of a marketing communication option on brand
equity in terms of
– enhancing depth and breadth of awareness
– improving strength, favorability, and uniqueness of
brand associations
• Commonality: The extent to which common
information conveyed by different communication
options, shares meaning across communication
options. Regardless of which communication options
marketers choose, they should coordinate the entire
marketing communication program to create a
consistent and cohesive brand
6.41
image.
 Evaluating IMC Programs (cont.)
• Complementarity: The extent to which
different associations and linkages are
emphasized across communication options
• Conformability/Versatility: The extent to
which information contained in a
communication option works with
different types of consumers
• Different communications history
• Different market segments

6.42
 Evaluating IMC Programs
A marketing communication option is referred
as conformable when it achieves its desired
effect regardless of consumers’ past
communication history. Besides this
communication conformability, we can also
judge a communication option in terms of
broader consumer conformability, that is, how
well does it inform or persuade consumers who
vary on dimensions other than communication
history?
6.43
 Evaluating IMC Programs

• Cost: What is the per capita expense?

Finally, evaluations of marketing
communications on all of the
preceding criteria must be weighed
against their cost to arrive at the
most effective and efficient
communication program

6.44
 Keller’s Guidelines to Design, Implement and
Interpret Mkt Com Strategies
• Be analytical: Use frameworks of consumer behavior and
managerial decision making to develop well-reasoned
comm. programs
• Be curious: Fully understand consumers by using all
forms of research and always be thinking of how you can
create added value for consumers
• Be single-minded: Focus message on well-defined target
markets (less can be more)
• Be integrative: Reinforce your message through
consistency and cuing across all communications options
and media

6.45
 Mktg Communication Guidelines (Cont.)
• Be creative: State your message in a unique fashion;
use alternative promotions and media to create
favorable, strong, and unique brand associations
• Be observant: Monitor competition, customers,
channel members, and employees through tracking
studies
• Be realistic: Understand the complexities involved
in marketing communications
• Be patient: Take a long-term view of communi-
cation effectiveness to build and manage brand
equity.

6.46
Question?
Thank You All