Integrated Marketing Communications

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 Integrated Marketing Communication

• Customers are better informed in this wireless age

• They don’t relying only on marketer generated message they
seek out information on their own
• They connect to other customers, create own marketing
messages
• Focus shifting from Mass marketing to micro marketing
• Marketers gather customer information, tracks customer
needs and tailor their offering to narrowly target groups
• Exciting new media helps to interact with target customers
(via smart phone, podcast, cable TV, social network, blogs)
• Companies are doing less broad casting more narrowcasting
 Need for IMC

• Companies fail to integrate their various communication

channels (mass media, sales promotions, sales literature,
company website)
• Conflicting messages from different sources can result in
confused images, brand perception and customer
relationships
• There is need to deliver a clear, consistent and compelling
messages about company and its brands
• IMC ties together all of company’s messages and images
• Every medium should have same messages, images, look and
feel
 Communication System

• Intra personal
• Interpersonal
• Mass Communication
• Organizational
Integrated Marketing Communications

An integrated Marketing Communication is the mixture

of all communication tools which link the marketing
function with the communication function to deliver
Effective Marketing Messages.

Dove’s Campaign for Real Beauty

Elements in the Communications Process
 Brand Message
• Brand message is all the information and
experiences that impact how customers and
other stakeholders perceive a brand.
• Originates from company’s behavior, design
and maintenance of its physical facilities,
hiring practices, its stock price, imc messages
 Noise

 Noise is any interference like lack of clarity in the message or

flaw in the medium etc.
 Talking on the phone during a commercial on television.
 Driving while listening to the radio.
 Looking at attractive model in a magazine ad and ignoring the
message and brand.
 Talking to a passenger as the car passes billboards.
 Scrolling past Internet ads without looking at them.
 Annoyed by ads appearing on a social media site.
 Ignoring tweets on Twitter because they are not relevant.

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 Communication Feedback

• Immediate , ordering, buying, asking questions, sampling or

interacting with some other ways
• Delayed, image adverting designed to work overtime, creating
and maintaining brand awareness and positive feeling about
brand.
• No feedbacks, try to know why there is no feed back , it may
indicate a negative impact , may be because of wrong media
selection, wrong , place and time selection , too much clutter or
other noise
• Message was not persuasive, or relevant to move target audience
• Customer are not interested in product or loyal to other brands
Selecting the Marketing Communications
Mix
 Advertising

 Advertising is any paid form of non-personal mass

communication through various media to present and promote
product , service and ideas etc. by an identified sponsor.
 Reach large population at low cost
 Message can be repeated
 It uses movement , visuals , sound and color,
 Enhances company and brand image
• Print and broadcast ads, Packaging inserts, motion pictures,
Brochures and booklets, Posters, Billboards, POP displays ,
Videotapes
• 5 M, Mission, Money, Message, Media, Measurement

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 Public Relations and Publicity
 Public Relation: A broad set of planned communication activities
used to promote and protect company’s image or its products.
 Personal form of communication, Not – paid for , less costly
 The target may be customers , employees, stock holders , a
government agency , media, general public etc.
 High credibility, ability to catch buyers off guard, dramatization

 Publicity: a non-personal stimulation of demand for a product by

planting commercially significant news about it… in different media
 Not paid, presentation is not programmed,
 Less control, may be negative

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Public Relations
 Public Relations

• Marketing Public Relations (MPR) tasks

Repositioning
Launching
mature
new products
products

Building
Building interest in
corporate image product

Defending
Influencing
problem
target groups
products
 Sales Promotions

 Advertising offers a reason to buy, sales promotion offers an

incentive.
 Collection of incentive tools, mostly short term, designed to
stimulate quicker or greater purchase of particular products
or services by consumers or the trade.
• Attracts attention, offers strong purchase incentives, boosts
sagging sales
• Stimulates quick response
• Not effective in building long-term brand preferences

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 Objective of Sales Promotions
• For Consumers:
• Encouraging more frequent / large units purchases among users
• Building trial among nonusers
• Attracting switchers from competitors’ brands
• Long-run brand equity effects
• For Retailers:
• Persuading retailers to carry new items and more inventory
• Encouraging off-season buying
• Offsetting competitive promotions,
• Building brand loyalty, and
• Gaining entry into new retail outlets.
• For Sales Force:
• Encouraging their support for a new product or model, encouraging more
prospecting, and stimulating off-season sales.
 Consumer & Trade Promotion Forms

• Free Samples • Bulk discounts

• Coupons • Display windows
• Cash refunds • Shelf hiring
• Free gifts • Lucky draws
• Extra packs • Shop salesmen
• Price-offs incentives
• Bundling offers • Sales contests
• Cash refund offers • Trade shows
• Prizes
 Personal Selling

 Personal selling—Face-to-face interaction with one or

more prospective purchasers for the purpose of making
presentations, answering questions, and procuring
orders.
 Provides detailed explanation/demonstration of product
 Message can be varied according to motivations of each
customer
 Can be directed only to qualified prospects
 Most effective promotion form in obtaining sale and
satisfying customer

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Comparison of Personal Selling and
Advertising/Sales Promotion
 Event and Experiences
• Events and experiences —Company-sponsored activities and
programs designed to create brand-related interactions with
consumers, including sports, arts, entertainment, and cause
events as well as less formal activities.
• Easy to reach to the customers, consumer gets personally
involved
• Helps in brand building
• It is indirect soft sell
• Example: Kurkure sponsor tri-weekly train in India
 Sports, Entertainment, Festivals, Arts, Causes, museums,
Street activities
 Direct Marketing

• It is a system by which firms communicate directly to generate

the response or transaction.
• Messages can be customized to appeal individuals
• Message can be updated and prepared quickly
• It is interactive , message can be changed depending on the
person’s response
• Catalogs ,Mailings, Telemarketing, Electronic shopping, TV
shopping, Fax mail, E-mail, Voice mail, Blogs, Kiosk, Websites,
Mobile devices
• Example: Amway, Eureka forbs , Dell, Amazon.com , EBay etc.
 Database Marketing

• A Customer Database
• An organized collection of comprehensive information
about individual customers or prospects that is current,
accessible, and actionable for lead generation, lead
qualification, sale of a product or service, or
maintenance of customer relationships.
• The process of building, maintaining, and using customer
databases and other databases (of products, suppliers, or
resellers) to contact, transact, and build customer
relationships
 Customer Databases

Customer database Business database

• Transactions •Past purchases
• Registration information •Past volumes, prices, and
• Telephone queries profits
• Cookies •Buyer teams’ names
• Every customer contact •Contract status
• Past purchases •Supplier’s share of customer’s
• Demographics business
• Psychographics •Competitive suppliers
• Mediagraphics •Competitive strengths and
weaknesses
 Online Marketing

• Designed to engage customers, raise awareness,

improve image, or obtain sales of products and
services.
• Companies can offer or send tailored information or
messages that engage consumers by reflecting their
special interests and behavior.
• Can trace effects by clicks on a page/ad
• Contextual placement
• Can place advertising based on search engine
keywords
 Social Media

• Means for consumers to share text, images, audio,

and video information with each other and with
companies, and vice versa

Online
communities/forums

Blogs

Social networks
 Word of Mouth
• Face-to-face and phone
• Online
– Viral marketing (“word of mouse”)
 Mobile Marketing

Is uniquely tied to one user

Is virtually always “on”

Allows for immediate consumption

Is highly interactive
 AIDA Model
 Attention: To capture the attention (Advertising,
Publicity)
 Interest: To create interest (Ads, PR, personal sales,
contests, etc.)
 Desire: To create desire (Advertising, personal sales,
taste marketing,)
 Action: Persuading consumer to take action (trial,
sampling , personal sales, sales promotion)

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 Marketing Debate

 Has TV advertising lost power?

Take a position:
1. TV advertising has faded in importance.
or
2. TV advertising is still the most powerful
advertising medium.
Thank You
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