Integrated Marketing Communications

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Courtesy: Abhishek SharmaPGDMMGujarat University

Integrated marketing communications is a way of looking at the whole marketing process from the viewpoint of the customer.

Kotler on Marketing:

4A’s on Marketing

American Association of Advertising Agencies (the “4As”):

A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines— for example, general advertising, direct response, sales promotion, and public relations—and combines these disciplines to provide clarity, consistency, and maximum communications impact.

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Evolution of IMC

• During the 1980s, many companies came to see the need for more of a strategic integration of their promotional tools

• To coordinate the use of a variety of promotional tools rather than relying primarily on media advertising

• IMC offers one-stop shopping for all their clients’ promotional needs.

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Relevance of IMC

Better synergy among various promotional functions.

Companies can avoid duplication.

To maximize the return on its investment in

marketing and promotion

Changes in the Target Group (Customers)

New Technological Advancements

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Factors responsible for Rapid Growth of IMC

Allocation of funds from media advertising to other forms of

promotion, particularly consumer- and trade-oriented sales

promotions.

A shift from traditional ways of relying on advertising-

focused approaches.

A shift in marketplace power from manufacturers to

retailers. 6

Factors responsible for Rapid Growth of IMC (Contd)

The rapid growth and development of database marketing.

Demands for greater accountability from advertising

agencies and changes in the way agencies are

compensated.

The phenomenal rise of the Internet.

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The Role of IMC in Branding

• People don’t buy products, they buy brands…

• Brand Equity & Brand Identity

• Edge to the companies in the Cut throat

Competition

• Direct connect with the end customer8

The Promotional Mix: The Tools for IMC

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Promotion

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Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.

Promotional Strategy / Promotional Mix

A plan for the optimal use of the elements of promotional mix:

Advertising

Direct Marketing

Publicity / Public Relations

Personal Selling

Sales Promotion

Advertising

Impersonal, one-way mass communication about a product or organization that is paid for by a marketer.

Advertising Media

Traditional Advertising MediaTraditional Advertising Media

ElectronicAdvertising MediaElectronicAdvertising Media

Television Radio Newspapers Magazines Books Direct mail Billboards Transit cards

Internet Computer modems Fax machines

Public Relations

The marketing function thatevaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance.

Public Relations

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Evaluates public attitudesEvaluates public attitudes

Identifies areas of public interestIdentifies areas of public interest

Executes programs to “win” public Executes programs to “win” public

Functions ofPublic Relations

Functions ofPublic Relations

Publicity

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Public information about a company, good, or service appearing in the mass media as a news item.

Sales Promotion

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Marketing activities--other than personal selling, advertising, and public relations--that stimulate consumer buying and dealer effectiveness.

Sales Promotion

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EndConsumersEndConsumers

Trade CustomersTrade Customers

CompanyEmployees CompanyEmployees

Sales PromotionTargets

Sales PromotionTargets

Sales Promotion

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Free samplesFree samples

ContestsContests

PremiumsPremiums

Trade ShowsTrade Shows

Vacation GiveawaysVacation Giveaways

CouponsCoupons

Popular ToolsforConsumer SalesPromotion

Popular ToolsforConsumer SalesPromotion

Personal Selling

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Planned presentation to one or more prospective buyers for the purpose of making a sale.

Advertising Sales Promotion

Public Relations

Personal Selling

Direct Marketing

Print and broadcast ads

Contests, games, sweepstakes, lotteries

Press kits Sales presentation

Catalogs

Packaging-outer

Premiums and gifts

Speeches Sales meetings

Mailings

Packaging inserts

Sampling Seminars Incentive programs

Telemarketing

Motion pictures

Fairs and trade shows

Annual reports Samples Electronic shopping

Elements of Promotional Mix in a Nutshell

Communication

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The process by which we exchange or share meanings through a common set of symbols.

Marketing Communication

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Categories of CommunicationCategories of Communication

InterpersonalCommunication

InterpersonalCommunication

MassCommunication

MassCommunication

The Communication Process

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As Senders As Receivers

Inform

Persuade

Remind

Develop messages

Adapt messages

Spot new communication opportunities

The Sender and Encoding

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SenderSender The originator of the message in the communication process. The originator of the message in the communication process.

EncodingEncodingThe conversion of a sender’s ideas and thoughts into a message, usually in the form of words or signs.

The conversion of a sender’s ideas and thoughts into a message, usually in the form of words or signs.

The Communication Process

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NoiseNoise

SenderSender EncodingMessage

EncodingMessage

MessageChannelMessageChannel

MessageChannel

MessageChannel

DecodingMessage

DecodingMessage ReceiverReceiver

The AIDA Concept

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Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message.

The AIDA Concept

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Attention

Interest

Desire

Action

Factors Affecting the Promotional Mix

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Nature of ProductNature of Product

Stage in PLCStage in PLC

Target Market FactorsTarget Market Factors

Type of Buying DecisionType of Buying Decision

Promotion FundsPromotion Funds

Factors AffectingChoice of Promotional Mix

Factors AffectingChoice of Promotional Mix

Integrated Marketing Communications

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A method of carefully coordinating all promotional activities to produce a consistent, unified message that is customer focused.

Thank You.

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