Integrated Marketing

Communication
AMAL C J
 Traditional Approach to Marketing Communications

Sales
Point of Publicity promotion
purchase

Media Packaging
Special Adver-
events tising Direct
response
Public
relations
Interactive
Direct marketing
marketing
 Contemporary IMC Approach

Sales Direct
Packaging
promotion response

Media
Point of
purchase Adver-
Public
tising relations
Publicity

Interactive
marketing Direct
Special
marketing
events
 Integrated Marketing Communication

• Integrated Marketing Communications (IMC) is the

term used to describe the entire program by which you
communicate with your customers. The “face,
personality and spirit” of the company and products (all
marketing mix variables) should blend together to
present a unified message.
 Integrated Marketing Communication
• IMC plan is NOT a marketing plan. It is a portion of the marketing plan that involves all
promotional aspects of the marketing plan. All communications with customers, including but not
limited to
• personal selling
• consumer sales promotions
• trade (channel) promotions
• advertising
• public relations
• corporate as well as product positioning
• customer service experiences
Integrated Marketing Communication
Integrated Marketing Communication
Integrated Marketing Communication
Integrated Marketing
Communication

• The strategic integration

of multiple means of
communicating with
target markets to form a
comprehensive,
consistent message.
 Reasons for the Growing Importance of IMC

From Toward
Media
Media advertising
advertising Multiple
Multiple forms
forms of
of communication
communication

Mass
Mass media
media Specialized
Specialized media
media

Manufacturer
Manufacturer dominance
dominance Retailer
Retailer dominance
dominance

General
General focus
focus Data-based
Data-based marketing
marketing

Low
Low agency
agency accountability
accountability Greater
Greater agency
agency accountability
accountability

Traditional
Traditional compensation
compensation Performance-based
Performance-based compensation
compensation

Limited
Limited Internet
Internet availability
availability Widespread
Widespread Internet
Internet availability
availability
 IMC: the Customer’s Perspective

1. Integrated marketing communication is not about

ads, direct e-mail pieces, or public relations projects.
It is about understanding the consumer and what the
consumer actually responds to; behavioral change is
the communicators’ mission. If the customer does
not act, the communicator – and the communication
have failed
 IMC: the Customer’s Perspective

2. Organization can not succeed without good

relationship with their publics. Organizations need
relationships with their customers that go beyond
the pure selling of a product or service. They need to
build relationships. As the world becomes more
competitive in everything, relationship building
becomes more critical.
 IMC: the Customer’s Perspective

3. Integrated marketing communications require

collaboration on strategy not just on execution. The
entire communication function must be part of the
launch of a product, service, campaign or issue from
its inception. Communicators must participate in the
planning of a campaign, not just in the
implementation of communication vehicles.
 IMC Basics

• Coordinate various communications

approaches into a mutually supportive,
thematically unified, coordinated whole

• Must manage all sources of information about

a product that moves the customer towards a
sale and maintains loyalty
IMC Model
 Marketing Goal

• First task is to retain satisfied customers, not just produce new

customers
• Difference between creating a single sale and creating a lifelong customer
• The basis for relationship marketing
 IMC and Branding

Brand
Brand Identity
Identity isis aa
combination
combination of of factors:
factors: Name,
Name,
logo,
logo, symbols,
symbols, design,
design,
packaging,
packaging, product
product or or service
service
performance,
performance, andand image
image oror
associations
associations in
in the
the consumer’s
consumer’s
IMC
IMC plays
plays aa major
major role
role in
in the
the process
process of
of
mind.
mind.
developing
developing and
and sustaining
sustaining brand
brand identity
identity
and
and equity.
equity.
 Classifications of Advertising

National
NationalAdvertising
Advertising

Consumers
Retail/Local
Retail/LocalAdvertising
Advertising

Primary
Primary vs.
vs. Selective
Selective
Demand
DemandAdvertising
Advertising

Business-to-Business
Business-to-BusinessAdvertising
Advertising

Professional
ProfessionalAdvertising
Advertising Organizations

Trade
TradeAdvertising
Advertising
 Direct Marketing is Part of IMC

Direct
Direct
Mail
Mail
Direct
Direct
Internet
Internet Response
Response
Sales
Sales Advertising
Advertising
Direct
Direct
Marketing
Marketing
Shopping
Shopping Telemarketing
Telemarketing
Channels
Channels

Catalogs
Catalogs

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Using the Internet as an IMC Tool

The
The
Internet
Internet

Educates
Educates or
or A
Apersuasive
persuasive A
Asales
sales tool
tool or
or
informs
informs advertising
advertising an
an actual
actual sales
sales
customers
customers medium
medium vehicle
vehicle

Obtains
Obtains Builds
Builds and
and
Communicates
Communicates Provides
Provides
customer
customer maintains
maintains
and
and interacts
interacts with
with customer
customer service
service
database
database customer
customer
buyers
buyers and
and support
support
information
information relationships
relationships
 Sales Promotion Tools

Coupons
Samples Trade
Allowances
Premiums
POP Displays
Contests/Sweepstakes
Training
Refunds/Rebates Programs
Bonus Packs Trade
Shows
Loyalty Programs
Coop
Events Advertising

• Consumer- • Trade-
oriented oriented
• [For end-users] • [For resellers]
 Sales Promotion Tools

Coupons
Samples Trade
Allowances
Premiums
POP Displays
Contests/Sweepstakes
Training
Refunds/Rebates Programs
Bonus Packs Trade
Shows
Loyalty Programs
Coop
Events Advertising

• Consumer- • Trade-
oriented oriented
• [For end-users] • [For resellers]
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Advertising Versus Publicity

Factor
Factor Advertising
Advertising Publicity
Publicity
Control
Control Great
Great Little
Little
Credibility
Credibility Lower
Lower Higher
Higher
Reach
Reach Measurable
Measurable Undetermined
Undetermined
Frequency
Frequency Schedulable
Schedulable Uncontrollable
Uncontrollable
Cost
Cost High/Specific
High/Specific Low/Unspecified
Low/Unspecified

Flexibility
Flexibility High
High Low
Low
Timing
Timing Specifiable
Specifiable Tentative
Tentative
 Public Relations Tools

Publicity Special
Vehicles Publications

Community Corporate Cause-related

Activities Advertising Marketing

Public Affairs Special Event

Activities Sponsorship
 IMC Audience Contact Tools

Print
Print media
media Public
Public
Broadcast
Broadcast media
media (newspapers, Internet/
Internet/
(newspapers, Relations/
Relations/
(TV/radio)
(TV/radio) interactive
interactive
magazines))
magazines publicity
publicity

Out-of-home
Out-of-home Direct
Direct
media
media marketing
marketing

Target
Target Audience
Audience
Personal
Personal selling
selling Sales
Sales Promotion
Promotion

Point-of-purchase
Point-of-purchase Events
Events and
and Product
Productplacements
placements
(displays,
(displays, Word-of-mouth
Word-of-mouth (TV
packaging) sponsorship
sponsorship (TVand
andmovies)
movies)
packaging)
 The Marketing Plan

1.
1.AAdetailed
detailed situation
situationanalysis
analysis

2.
2. Specific
Specific marketing
marketingobjectives
objectives

3.
3.AAmarketing
marketing strategy
strategyand
andprogram
program

4.
4.AAprogram
program for
for implementing
implementing the
the strategy
strategy

5.
5.AAprocess
processfor
for monitoring
monitoring and
andevaluating
evaluatingperformance
performance
 Integrated Marketing Communications Planning Model

Review of marketing plan

Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs

Sales PR/ Personal Direct Internet/

Advertising
promotion publicity selling marketing interactive

Advertising Sales PR/ Personal Direct Internet/

promotion publicity selling marketing interactive
objectives objectives objectives objectives objectives objectives

Message Sales PR/ Personal Direct Internet/

promotion publicity selling marketing interactive
strategy strategy strategy strategy strategy strategy

Integrate and implement marketing communications strategies

Monitor, evaluate and control IMC Program
Thank You…