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    Note 03 Elements of IMC

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    bhagirath prakrut
    The document discusses the key components of integrated marketing communication (IMC). It identifies 13 components: publicity, advertising, sales promotion, sponsorships, personal selling, public relations, packaging, direct marketing, sales promotion, events and experiences, interactive marketing, personal selling, and marketing communication mix. Examples are provided to illustrate how companies use different IMC components like advertising, sales promotions, sponsorships, and public relations.

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    Note 03 Elements of IMC

    Uploaded by

    bhagirath prakrut
    44 views2 pages
    The document discusses the key components of integrated marketing communication (IMC). It identifies 13 components: publicity, advertising, sales promotion, sponsorships, personal selling, public relations, packaging, direct marketing, sales promotion, events and experiences, interactive marketing, personal selling, and marketing communication mix. Examples are provided to illustrate how companies use different IMC components like advertising, sales promotions, sponsorships, and public relations.

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    The document discusses the key components of integrated marketing communication (IMC). It identifies 13 components: publicity, advertising, sales promotion, sponsorships, personal selling, public relations, packaging, direct marketing, sales promotion, events and experiences, interactive marketing, personal selling, and marketing communication mix. Examples are provided to illustrate how companies use different IMC components like advertising, sales promotions, sponsorships, and public relations.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    44 views2 pages

    Note 03 Elements of IMC

    Uploaded by

    bhagirath prakrut
    The document discusses the key components of integrated marketing communication (IMC). It identifies 13 components: publicity, advertising, sales promotion, sponsorships, personal selling, public relations, packaging, direct marketing, sales promotion, events and experiences, interactive marketing, personal selling, and marketing communication mix. Examples are provided to illustrate how companies use different IMC components like advertising, sales promotions, sponsorships, and public relations.

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    The components/elements of IMC are:

    1. Publicity: A form of mass communication used for product promotion through news about a
    firm’s products, actions, policies, awards, etc.
    2. Advertising: A paid form of non-personal presentation and promotion of ideas, goods, and
    services by an identified sponsor. Message can be communicated through media like
    newspapers, magazines, radio, TV, direct mail & internet. Example – Grofers advertisement
    informed customers about their services when they launched their operations.
    3. Sales Promotion: A set of marketing activities to boost sales of product or service. Techniques
    include –
    a. After sales service
    b. Consumer contests
    c. Discounts
    d. Exchange offers
    e. Free samples

    Example – Myntra periodically advertises discounts on their website to boost sales.

    4. Sponsorships: A firm may sponsor sports, cultural, and social events to create a distinct image
    for itself and its brands. Example – Mumbai Indians, and IPL team, is sponsored by reputed
    brands like Videocon and DHFL. Similarly, RCB is sponsored by Hero, LYF, and Lloyd.
    5. Personal Selling: It involves face-to-face communication between a firm’s representative and a
    potential customer. It is the oldest form of promotion. Example – Perfume brands use the
    personal selling IMC element in malls to boost sales.
    6. Public Relations (PR): PR refers to creating and maintaining goodwill of an organization’s
    stakeholders (customers, employees, investors and suppliers) through publicity and other non-
    paid forms of communication.

    Firms are concerned about effects of their actions on the public. They need to understand concerns of
    the public and communicate their goals and interests to them. Example – Tata group engaged Re-
    diffusion, led by Arun Nanda, to manage PR affairs from November 1, 2011.

    7. Packaging: A well-designed package can communicate the product type and quality and
    influence potential customers. Example – Paper Boat users attractive product packaging
    8. Direct Marketing: Involves selling products and services directly to consumers. Techniques
    include direct mail, telemarketing, brochures, and catalogues. Examples – Airtel & Vodafone call
    customers to inform them about their latest offers and schemes.

    Other components are:

    9. Sales promotion:
    10. Events and experiences:
    11. Interactive marketing
    12. Personal selling
    13. Marketing communication mix

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