Integrated Marketing Communication

Session 1
Siddiq Musaliar

What is Marketing?

The activity, set of institutions, and

processes for

creating, communicating, delivering,

and sustaining value
for customers, partners, and society at
large

What is Value?
Customers perception
of all the benefits of a
product or service
Weighed against
costs of acquiring
and consuming it

Benefits can be
Functional
Experiential
Psychological

The Marketing Mix

The Four Ps
Product
Price
Place
Promotion

The Modern World of Marketing

Rapidly changing media environment
Mass media losing viewers, readers,
listeners
Digital media targets narrow audience
Consumers not content to be passive
message recipients
Information now obtained from a myriad
of sources

What is IMC?
Application of consistent brand messaging across
both traditional and non-traditional marketing
channels and using different promotional methods
to reinforce each other.

the concept under which a company carefully

integrates and coordinates its many
communications channels to deliver a clear,
consistent message

Contemporary IMC Approach

Packaging

Sales
promotion
Mass
media
advertising

Point of
purchase

Publicity

Interactive
marketing

Direct
marketing

Direct
response

Public
relations

Special
events

Growing Importance of IMC

Value of IMC
Avoids duplication of marketing efforts
More efficient and effective marketing

Rapidly changing environment

Consumer behavior
Technology
Proliferation of media

Volkswagen Strategy

Traditional
Mass
Media

Social
Media

Integrated
Marketing
Strategy
Point-ofSale Kits

Sports
Team
Sponsor

Punch Dub

Entertaining, interactive information

The Marketing Revolution

Shift from traditional media ads to other forms
of promotion/nontraditional media
Internet and social media changing how
companies interact with consumers
Database marketing
Changes in how ad agencies are compensated

The Role of IMC in Branding

Image or
Associations

Name

Performance

Brand
Identity

Logo

Packaging

Design
Symbols

The Promotional Mix

Advertising

Direct
Marketing

Interactive/
Internet
Marketing

Sales
Promotion

Publicity/
Public
Relations

Personal
Selling

Marketing Communication
ATL
BTL
TTL

Advertising

Paid, nonpersonal communication

About an organization, product,

service, or idea
With an identified sponsor
No immediate feedback from audience

Non-Personal Media
Mass media
TV
Radio
Magazines
Newspapers

Benefits
Cost effective
Large audiences

Objectives of Advertising
Inform e.g. Samsung S6
Persuade e.g: Mts
Remind e.g: Amul
Reinforce e.g: JK Tyres

Forms of Direct Marketing

Direct Mail

Catalogs

Telemarketing
Database
Management

Direct
Response Ads

Direct Selling

Shopping
Channels

Internet
Sales

Interactive Marketing

Interactive media
Internet
Kiosks
Interactive television
Cell phones
Other mobile devices

Interactive Marketing
Internet activities
Advertise products and services
Link ads and websites to search engines
Offer coupons, contests, sweepstakes
Conduct direct marketing
Do personal selling

Sales Promotion

Marketing activities that provide

extra value or incentives to the
Sales
Force

Ultimate
Consumer
Retailers

Consumer vs. Trade Promotions

Consumeroriented

Couponing, sampling, premiums,

rebates, contests, sweepstakes,
POP materials
Encourages immediate purchases

Tradeoriented

Promotional/merchandising
allowances, price deals, sales
contests, trade shows
Wholesalers, distributors, retailers

Publicity

A news story,
editorial, or
High credibility and
announcement to
low cost
a mass audience
Not directly paid for
or run under
identified sponsor
Is sometimes
unfavorable

Not always under

company control

Public Relations
Management function
Evaluates public attitudes
Identifies items of public interest
Executes a program of action to earn
public understanding and acceptance

Primary objectives
Establish and maintain a positive image
of the company among various publics

Public Relations
Uses publicity and
other tools
Special publications
Community activities
Fund-raising events
Sponsorships
Public affairs
activities

Personal Selling

Person-to-person communication
A seller attempts to assist and/or
persuade prospective buyers to make a
purchase or act on an idea

IMC Audience Contact Tools

Touch Points: Control vs. Impact

IMC Planning Model

Review of marketing plan
Promotional program situation analysis
Analysis of the communications process

Budget determination
Develop integrated marketing communications programs
Advertising

Sales
promotion

PR/
publicity

Personal
selling

Direct
marketing

Internet/
interactive

Advertising
objectives

Sales
promotion
objectives

PR/
publicity
objectives

Personal
selling
objectives

Direct
marketing
objectives

Internet/
interactive
objectives

Message
strategy

Sales
promotion
strategy

PR/
publicity
strategy

Personal
selling
strategy

Direct
marketing
strategy

Internet/
interactive
strategy

Integrate and implement marketing communications strategies

Monitor, evaluate and control IMC Program

Analysis of Communications Process

Communication decisions
Source and message
Communication channels
Media mix
Costs
Marketing goals
Communication objectives

Budget Determination

What will the promotional program cost?

How will the money be allocated?

Developing the IMC Program

IMC Strategies

Creative

Media

Thank You