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Tapati Sarmah: Understanding Marketing Communications

Marketing communication is the collective term for all communication functions used to market a product. The purpose is to add value for both customers and the company. Marketing communication sends brand messages to persuade audiences and receives messages back. Integrated marketing communication is a process that aligns communication objectives with corporate goals to accelerate returns. Key drivers for IMC include media cost inflation, audience fragmentation, and globalization, while barriers include lack of management support, accurate metrics, resources, and changes needed to organizational structures.

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Deepika Sen
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49 views15 pages

Tapati Sarmah: Understanding Marketing Communications

Marketing communication is the collective term for all communication functions used to market a product. The purpose is to add value for both customers and the company. Marketing communication sends brand messages to persuade audiences and receives messages back. Integrated marketing communication is a process that aligns communication objectives with corporate goals to accelerate returns. Key drivers for IMC include media cost inflation, audience fragmentation, and globalization, while barriers include lack of management support, accurate metrics, resources, and changes needed to organizational structures.

Uploaded by

Deepika Sen
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

UNDERSTANDING MARKETING COMMUNICATIONS

-Tapati Sarmah

The road ahead

Drivers to IMC
Communication process
Redefining the scope of IMC
Barriers to IMC

Marketing Communication
Marketing communication (MC) is the collective
term for all communication functions used in
marketing a product.
The purpose of marketing communications is to
add value to a product for both customers and the
company.

Marketing Communication Functions


Marketing communication is the means by which
organizations send brand messages to whoever it
needs to persuade to think or act in a certain way,
and the means by which the organization receives
message back from these people

The elder Bush occupied the White House.

Back then

China was just opening the doors to the outside.


Internet belonged to geeks.
Emails and dot-coms foreign to many.

TV advertising dominant form of commercial communication.


Marketers thought in terms of products, not brands.
Companies were strictly divided into biz functions or units, all

separate and independent, and managed from the top down. No


cross-functional teams.
Integration was a difficult concept.

1990s
The explosion of technology changed all that and IMC finally
emerged!
Turbulent business environment of pro and anti-integration
(too difficult to implement etc)
A few forward thinking pioneers began to develop and
implement IMC within their organisation.
Today, the IMC has achieved acceptance in businesses of all
types!

Why the new IMC?


Customers now relate to brands branding becomes the basis
of integration.
A focus on individuals, not market segments.
Increased focus on measurement and accountability.
Strategic and value-driven, linked to the short- and long-term
goals of the entire organisation, not just to product sales
objectives! (Strategic issues How much to invest, how much
ROI, when will ROI occur?...etc.)
A global approach

Integrated Marketing Communication (IMC)


A process through which companies accelerate
returns by aligning communication objectives
with corporate goals (Shultz & Schultz, 2003).

Drivers to IMC

Loss of faith in mass media advertising


Media cost inflation
Need for more impact
Need for more cost-effectiveness and efficiency
Audience fragmentation
Technological evolution and revolution
Greater level of audience communications literacy
Over lapping audiences
Need to build more customer loyalty
Move towards relationship marketing
Globalization of marketing strategies

The

SYNERGY
2+2=5

effect

COMMUNICATION

BARRIERS
Top Management Support (lack of)
Accurate Metrics (lack of)
Manpower (lack of)
Theoretical and practical foundations (lack of)
Changes needed in the command and control
organization structure

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