You are on page 1of 53

Integrated Marketing Communication (IMC

)

Marketing
 The task of Identifying Consumer Needs and fulfilling

them.  This may include activities like Marketing Research, New Product Development, Distribution Management, Pricing, Analysis of Competition, Promotion etc.
 The Marketing Mix
 Product  Price  Place  Promotion

 Product
 Conception and planning of actual product  Product quality, design, features, size, varieties,

warranty etc
 Price
 Setting the price of a product  Retail/Wholesale price, discounts, Margins etc

 Place
 Getting the product to the final consumer  Distribution channel, market coverage, location,

transportation etc
 Promotion
 Informing consumers about organization’s offerings,

persuading them to buy it and reminding them about it from time to time.  Advertising, sales promotion, direct marketing, personal selling

Communication

Imparting, sharing or exchanging of Information, thoughts, ideas, views etc between two or more people.

Communication Process
Message
Sender Encoding Channel Receiver Decoding

Barriers
Feedback Response

affective or behavioral response of the consumer .Marketing Communication  It involves all the activities concerned with effectively communicating product information to the consumers and persuading them to buy it.  The prime purpose of marketing communication is to seek a cognitive.

Communication Response Hierarchy Stages AIDA Model Hierarchy of effects Model Innovation Adoption Model Information Processing Model Cognitive Stage Affective Stage Behavioral Stage Attention Awareness Knowledge Liking Preference Conviction Purchase Awareness Presentation Attention Comprehension Yielding Retention Behavior Interest Desire Action Interest Evaluation Trial Adoption .

Marketing Communication Mix/ Promotional Mix  Advertising  Direct Marketing  Sales Promotion  Personal Selling  Interactive/Internet Marketing  Publicity .

Marketing Communication Mix/ Promotional Mix  Advertising  Direct Marketing  Sales Promotion  Personal Selling  Interactive/Internet Marketing  Publicity .

‘Identified Sponsor’ refers to the advertiser who is communicating. Advertising  Any paid form of non personal communication about an organization. -. -.‘Communication’ indicates the Message and its Presentation -. product. service or idea by an identified sponsor. .‘Paid form’ emphasizes that advertisement time or space must be purchased.‘Non-Personal’ indicates the Mass Media -.

 Objectives of Advertisement  Inform  Persuade  Remind  Reinforce .

 Classification of Advertisements  Brand Building Advertisements  Direct Response Advertisements  National/Regional Advertisements  Retail Advertisements  Public Service Advertisements  B2B Advertisements .

Marketing Communication Mix/ Promotional Mix  Advertising  Direct Marketing  Sales Promotion  Personal Selling  Interactive/Internet Marketing  Publicity .

-. contests. trade shows. coupons.g. distributor or the ultimate consumer and can stimulate immediate sales. retailers etc to motive them to provide special support for the organization’s products and market it.) -. sales contests etc) .Trade Oriented Sales Promotion Directed to resellers like distributors. samples.Consumer Oriented Sales Promotion Directed to the end user of a product (e. Point of Purchase material etc. (Allowances. Sales Promotion  Marketing activity that provide extra value or incentive to the sales force. whole sellers. discounts.

Marketing Communication Mix/ Promotional Mix  Advertising  Direct Marketing Relation  Sales Promotion  Personal Selling  Interactive/Internet Marketing  Publicity/Public .

 Publicity and Public Relations  Publicity: Refers to non personal communication regarding an organization/product not directly paid for or run under identified sponsorship. News Releases.g. fund raising. E. Media Coverage.g. E. Press Conferences  Public Relations: The management function which evaluates public attitudes. Participation in community activities. identifies the policies and procedures of an organization with public interest and executes a program of action to earn public understanding and acceptance. sponsorship of special events etc. Word-ofMouth. .

Marketing Communication Mix/ Promotional Mix  Advertising  Direct Marketing  Sales Promotion  Personal Selling  Interactive/Internet Marketing  Publicity .

E. Telephonic conversations.  More prominent one-to-one contact is there as compared to direct selling  Possibility of Moulding the message based upon the consumer’s reaction/response. . personal online chat.g. Personal Selling  It is a form of person-to-person communication in which a seller attempts to assist and/or persuade the prospective buyers to purchase the company’s products or service. Face-to-face meeting.

Marketing Communication Mix/ Promotional Mix  Advertising  Direct Marketing  Sales Promotion  Personal Selling  Interactive/Internet Marketing  Publicity .

catalogues. E-mail. without the presence of any intermediary like wholesaler.  Use of database is an important aspect of Direct Marketing.g. Direct Marketing  The marketer and the prospect interact directly. Star CJ Alive etc. .  Direct Response Advertising is one of the major tools of Direct Marketing.  There is no prominent one-to-one interaction like personal selling. Home Shop 18. retailer etc. E.

Marketing Communication Mix/ Promotional Mix  Advertising  Direct Marketing  Sales Promotion  Personal Selling  Interactive/Internet Marketing  Publicity .

g. Social Networking sites. Websites. Viral ads etc . Internet/Interactive Marketing  Using network synergy for effective marketing. E.

advertising.g. for e. It calls for a centralized messaging function so that everything a company says and does communicate a common theme and positioning. . sales promotion etc. unified image to the marketplace. consistency and maximum communication impact.Integrated Marketing Communication  A concept of marketing communication planning that recognizes the added value of a comprehensive plan that evaluates the strategic role of a variety of communication discipline. and combines these disciplines to provide clarity. project a consistent. direct selling.  An IMC approach seeks to have all of a company’s marketing and communication activities .

Factors contributing to IMC  Shift of marketing budget from media advertising to other forms of promotion.  A movement away from relying on advertising focused approaches. particularly consumer and trade oriented sales promotion. to solve communication problem  A shift in marketplace power from manufacturer to retailer . which emphasize mass media such as national TV. Magazines etc.

.Factors contributing to IMC  The rapid growth and development of Database marketing.  The rapid growth of Internet and other technological advancements have changed the very nature of how companies do business and the way they communicate and Interact with the consumers.  Demand for greater accountability from marketing agencies and changes in the way agencies are compensated.

IMC Planning Process .

Message. Media Strategy Integration & Implementation Monitoring and Evaluation .Review of Marketing Plan Situational Analysis of Promotional Program Analysis of Communication Process Budget Determination Developing IMC Program Advertising Direct Marketing Personal Selling Sales Promo Publicity/ PR Internet Mkt Objectives.

Growth Rate etc  The Product Situation: Product strength & Weakness. media. Budget etc. User base. Legal. Modes of transportation etc. Technological . cultural norms etc.  The distribution Situation: Channels of distribution.Review of Marketing Plan  Situational Analysis  The Industry Situation: Industry Practices. their objectives.  Other factors: Economic. Political. sales and profit margins etc  The competitive Situation: Major competitors. their strength and Weakness etc  The Socio-cultural Situation: Taste & Preferences.  The Promotion Situation: Current campaigns.

 Implementation Strategies  Implementing what has been planned . Marketing Objectives  What company wants to achieve from its Marketing Plans  Marketing Strategies  Determining the various ways and options for achieving marketing objectives and selecting the right line of action.

 Assessment of firm’s brand image and implication for promotion.Situational Analysis of Promotional Programs  Internal Factors:  Assessment of firm’s promotional capabilities.  Assessment of firm’s previous promotional programs and its results.  Assessment of relative strengths and weaknesses of the products  External Factors  Customer Analysis  Competitive Analysis: Promotional Strategies of Competitors  Environmental Analysis: Current trends or developments related to advertising .

message and channel factors  Establish communication goals .Analysis of Communication Process  Analyze receiver’s response process  Analyze source.

Integrate & Implement  Integrate Promotional mix strategies  Creation and Production of advertisements  Purchase of Media Time. Space  Designing and Implementation of direct marketing program  Designing and Distribution sales promotion material  Designing and Implementation of PR/ Public relations program  Designing and Implementation of Internet marketing programs. .

Evaluation and Control  Evaluation of Promotional Program Results/Effectiveness  Taking measures to control and adjust promotional strategies .

Participants of IMC Advertiser (Client) Advertising Agency Media Specialized Marketing Communication Services Collateral Service Providers .

Participants of IMC Advertiser (Client) Advertising Agency Media Specialized Marketing Communication Services Collateral Service Providers .

. Advertiser  They have the products or service to be marketed  Provide funds for advertising and promotion  Develop marketing program  Final decision maker of advertising and promotional programs to be used.

Participants of IMC Advertiser (Client) Advertising Agency Media Specialized Marketing Communication Services Collateral Service Providers .

Functions of Advertising Agencies  Client Servicing  Involves understanding the clients’ business in totality.  This is done through working with clients on one side and creative and media teams of the agency on the other. understanding their marketing strategy and convert it into an effective advertising program. . Advertising Agency  An outside firm that specializes in the creation. production and placement of communication message and that may provide other services to the marketing and promotions process.

 Buying of space.  Media Planning and Buying  Deciding on which form of Media is to be used for advertising. Creative Work  Ensuring creative output in form of a print advertisement.  Copywriters. television commercial. radio jingle etc. . time etc for advertisement placements. art persons play a key role into this.

Participants of IMC Advertiser (Client) Advertising Agency Media Specialized Marketing Communication Services Collateral Service Providers .

Radio. Media  The media represents the channel through which the advertisement is carried E. Outdoor etc.g: Print.  These media must have the content that attracts audience so that the advertisers and the agencies would want to buy time and space with them. TV. .

Participants of IMC Advertiser (Client) Advertisin g Agency Media Specialized Marketing Communication Services Collateral Service Providers .

 Hammer & Partner  Ogilvy  Rediffusion PR  Interactive Agencies  Tribal DDB+Mudra Communication . Ltd. Specialized Marketing Communication Services  Direct Response Agencies  Rapp Collins (Part of Mudra Group)  Lintas Personal  Saatchi & Saatchi Direct  Sales Promotion Agencies  Kidstuff  Public Relation Agencies  Good relations India Pvt.

Participants of IMC Advertiser (Client) Advertising Agency Media Specialized Marketing Communication Services Collateral Service Providers .

advertisement agencies etc. Collateral Services  Collateral services are the wide range of support functions used by Advertisers. Image Banks. Marketing research firms etc .g: Photographers. E. Model Coordinators.

.Regulatory Bodies ASCI (Advertising Standards Council of India) Goal: To maintain and enhance the public’s confidence in Advertising ASCI seeks to ensure that advertisements conform to their code of self regulation which requires advertisements to be:  Truthful and fair to consumers and competitors  Within the bounds of generally accepted standards of public decency  Non Promotion of products hazardous to the society at large.

Unconventional/Support Promotional Media Sponsorships Merchandising Outdoor Media Yellow Pages Promotional Products Product Placements .

. Security etc. Cricket etc  Cause Based Events: This normally refers to activities that are undertaken to promote cause such as that relating to Environment.  Cultural/Entertainment Events: Award Functions. Health. Fashion Weeks etc  Sports Events: Olympic. Asian Games. Sponsorships  When a company pays money to get promotional mileage through any event. it is called Sponsorship.

 The main job of merchandising is to ensure that the company’s stocks are well placed in the retail shelves and are visible clearly to the consumer. Merchandising  Refers to that promotional activity which involves the proper placement and promotion of the product at the point of purchase. E.  POP Material (Point of Purchase Material): Includes promotional material that a company uses to promote its products at the point of sale. Posters.g: Product Banners.  Gifts . Display Stands etc.

Airports.  Limited Message Capabilities  Measurement of Effectiveness  Wear out . Out of Home/Outdoor Media  Static: Hoardings. Trains. Advantages:  Selectivity of Location  Cost Effectiveness (as Compared to Mass Media)  Scope for Creativity Disadvantages:  Waste Coverage: it is not likely that everyone passing by a billboard is a part of Target Market. Cars. Neon Signs etc  Transit Media: Buses.Trucks. Bus Shelters. Taxis. Railway Stations. Airplanes etc.

E. Coffee Mugs. wherein recipients don’t have to earn it by making some product purchase.g: Ball Pens. Calendars. T-Shirts. Key Rings etc Advantages: Selectivity  Flexibility  Frequency (Repetitive Exposure)  Goodwill  Disadvantages: Company Image (if proper selection of promotional material is not made)  Saturation  Lead Time  . Promotional Products Marketing  The products that are distributed free.

 Yellow Pages  Yellow Pages includes:  Specialized Directories  General Directories  Audiotex  Internet Directories Advantages:  Wide Availability  Action Orientation  Costs  Frequency  Disadvantages:  Localized Media  Wear out  Limited Creativity  Long Publishing Period .

TV Serials. Advantages:  Exposure  Frequency  Source Association  Recall Disadvantages  Time of Exposure  Lack of Control  Public Reaction . Product Placements  Showing the use of Products in Movies. Music Videos etc.