INTEGRATED MARKETING COMMUNICATIONS Integrated Marketing Communications (IMC) is the coordination and integration of all marketing communication tools,

avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. What is IMC? Integrated marketing communications (IMC) is a process for managing customer relationships that drive brand value primarily through communication efforts. Such efforts often include cross-functional processes that create and nourish profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialog with them. IMC includes the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program in order to maximize the impact on end users at a minimal cost. This integration affects all firm's business-to-business, marketing channel, customer-focused, and internally directed communications.

Definition of Integrated Marketing Communications According to the American Marketing Association, integrated marketing communications is a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.

IMC COMPONENTS

The Foundation - corporate image and brand management; buyer behavior; promotions opportunity analysis.

Advertising Tools - advertising management, advertising design: theoretical frameworks and types of appeals; advertising design: message strategies and executional frameworks; advertising media selection. Advertising also reinforces brand and firm image.

Promotional Tools - trade promotions; consumer promotions; personal selling, database marketing, and customer relations management; public relations and sponsorship programs.

Integration Tools - Internet Marketing; IMC for small business and entrepreneurial ventures; evaluating and integrated marketing program.

IMPORTANCE OF IMC Several shifts in the advertising and media industry have caused IMC to develop into a primary strategy for marketers: 1. From media advertising to multiple forms of communication. 2. From mass media to more specialized (niche) media, which are centered on specific target audiences. 3. From a manufacturer-dominated market to a retailer-dominated, consumer-controlled market. 4. From general-focus advertising and marketing to data-based marketing. 5. From low agency accountability to greater agency accountability, particularly in advertising. 6. From traditional compensation to performance-based compensation (increased sales or benefits to the company). 7. From limited Internet access to 24/7 Internet availability and access to goods and services.

4PS VS 4CS

Not PRODUCT, but CONSUMER You have to understand what the consumers' wants and needs are. Times have changed

and you can no longer sell whatever you can make. The product characteristics have to match the specifics of what someone wants to buy. And part of what the consumer is buying is the personal "buying experience."

Not PRICE, but COST Understand the consumer's cost to satisfy the want or need. The product price may be

only one part of the consumer's cost structure. Often it is the cost of time to drive somewhere, the cost of conscience of what you buy, the cost of guilt for not treating the kids, the investment a consumer is willing to make to avoid risk, etc.

Not PLACE, but CONVENIENCE As above, turn the standard logic around. Think convenience of the buying experience

and then relate that to a delivery mechanism. Consider all possible definitions of "convenience" as it relates to satisfying the consumer's wants and needs. Convenience may include aspects of the physical or virtual location, access ease, transaction service time, and hours of availability.

Not PROMOTION, but COMMUNICATION Communicate,many mediums working together to present a unified message with a feedback mechanism to make the communication two-way. And be sure to include an understanding of non-traditional mediums, such as word of mouth and how it can influence your position in the consumer's mind. How many ways can a customer hear (or see) the same message through the course of the day, each message reinforcing the earlier images?

Characteristics Integrated Marketing Communication

1) Customers feel that all their brand experiences come from one identity. 2) Customers trust the brands promises (and pass them on through word of mouth). 3) The brand treats different kinds of customers in ways appropriate to them. 4) Whenever appropriate, the brand recognizes individual customers wherever they interact or
do business.

5) Customers are happy with the brand experience. 6) There is a service-oriented ideal that encourages aligned commitment across the
organization.

7) Everyone nurtures what the brand means to committed customers 8) Future vision is consistent with core truths of the brand

9) The values we experience in our company culture support the values we express in the Brand
. 10) The brand organisation is excellent at realizing high value propositions from idea to Implementation. 11) Quality is understood as that which is good for the customer, employee(s) and company. 12) (All business) Objectives are coherent with our [brand/companys] competence. 13) There are no silos (across the organisation). 14) Practices ensure shared learning across the organization. 15) The organisation works in effective partnership with the members of its value stream. 16) The culture encourages people to release their creative potential. 17) Business processes are actively aligned to the brand value position. 18) Quality customer information is available in a timely way at every point of need. 19) Leaders promote what they practice. 20) The Marketing function is organized primarily around customer groups with their different needs and opportunities, not marketing disciplines. 21) Senior marketing people are skilled in multiple communication disciplines. 22) Customer management focuses on the value of customers over their lifetime. 23) All communication to all constituencies at all touch points uses the same planning and evaluation framework. 24) The company and agencies all work together in partnership. 25) Communication is creatively aligned through "big media neutral ideas" 26) Evaluation is managed as a learning discipline across the participants. 27) The key evaluation processes are primarily designed to increase knowledge about what most efficiently creates value for customers. 28) Local and international marketing management collaborate effectively.

The Tools For Integrated Marketing Communication

Each communication tools has its own unique characteristics & costs. The tools that marketers commonly use to achieve their communication objectives are:

1. Advertising: Advertising can be used to build up a long term image for a product or trigger quick sales. Advertising can efficiently reach geographically dispersed buyers. Certain forms of advertising (TV) can require a large budget, whereas other forms (newspaper) do not. Just the presence of advertising might have an effect on sales; consumers might believe that a heavily advertised brand must offer good value. Because of the many forms & uses of advertising it is difficult to make generalization. Yet the following qualities can be noted: I. Pervasiveness: a. Advertising permits the seller to repeat a message many times. It allows the buyer to receive & compare the messages of various competitors. Large scale advertising says something positive about the sellers size, power & success. II. Amplified Expressiveness: a. Advertising provides opportunities for dramatizing the company & its product through the artful use of print, sound & color. III. Impersonality: The audience does not feel obligated to pay attention or respond to advertising. Advertising is a monologue in front of, not a dialogue with, the audience. 2. Personal Selling: Personal selling is the most effective tool at later stage of the buying process, particularly in building up buyer preference, conviction & action. Personal selling has three distinctive qualities: i. Personal Interaction: Personal selling involves an immediate & interactive relationship between two or more persons. Each party is able to observe the others reactions.

ii.

Cultivation: Personal selling permits all kinds of relationship to spring up, ranging from a matter-of-fact selling relationship to a deep personal friendship.

iii.

Response: Personal selling makes the buyers feel under some obligation for having listened to the sales talk.

3. Sales Promotion: Companies use sales promotion tools - coupons, contests, premiums, & the like - to draw a stronger & quicker buyer response. Sales promotion can be used for short run effects such as to highlight product offers & boost sagging sales. Sales promotion tools offer three distinctive benefits: i. Communication: They gain attention & may lead the consumer to the product. ii. Incentive: They incorporate some concession, inducement or contribution that gives value to the consumer. iii. Invitation: They include a distinct invitation to engage in the transaction now. 4. Public Relations: Marketers tend to underuse public relations, yet a well-thought-out program co-ordinate with the other communication mix elements can be extremely effective. The appeal for public relations & publicity is based on three distinctive qualities: i. High Credibility: News stories & features are more authentic & credible to readers than ads. ii. Ability to catch buyers off guard: Public relations can reach prospects that prefer to avoid salespeople & advertisements.

iii. Dramatization: Public relations have potential for dramatizing a company or product. 5. Direct Marketing: The many forms of direct marketing - direct mail, telemarketing, internet marketing share three distinctive characteristics. Direct marketing is: i. Customized: The message can prepare to appeal to the addressed individual.

ii. Up-to-date: A message can be prepared very quickly. iii. Interactive: The message can be changed depending on the persons response.