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    Overview of Integrated Marketing Communications

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    Nadeem Mustafa
    This document provides an overview of integrated marketing communications (IMC). IMC is defined as the coordinated management of all communications between a company and its customers to build relationships. The goal of IMC is to influence customer behavior through consistent messaging across all touchpoints. Effective IMC requires starting with the customer perspective, using various communication vehicles as needed, ensuring all messages present a unified brand position, and ultimately affecting customer purchase behavior. Key considerations for IMC include understanding the target audience, defining communication objectives and messages, selecting appropriate media, and measuring campaign impact.

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    Overview of Integrated Marketing Communications

    Uploaded by

    Nadeem Mustafa
    116 views14 pages
    This document provides an overview of integrated marketing communications (IMC). IMC is defined as the coordinated management of all communications between a company and its customers to build relationships. The goal of IMC is to influence customer behavior through consistent messaging across all touchpoints. Effective IMC requires starting with the customer perspective, using various communication vehicles as needed, ensuring all messages present a unified brand position, and ultimately affecting customer purchase behavior. Key considerations for IMC include understanding the target audience, defining communication objectives and messages, selecting appropriate media, and measuring campaign impact.

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    This document provides an overview of integrated marketing communications (IMC). IMC is defined as the coordinated management of all communications between a company and its customers to build relationships. The goal of IMC is to influence customer behavior through consistent messaging across all touchpoints. Effective IMC requires starting with the customer perspective, using various communication vehicles as needed, ensuring all messages present a unified brand position, and ultimately affecting customer purchase behavior. Key considerations for IMC include understanding the target audience, defining communication objectives and messages, selecting appropriate media, and measuring campaign impact.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    116 views14 pages

    Overview of Integrated Marketing Communications

    Uploaded by

    Nadeem Mustafa
    This document provides an overview of integrated marketing communications (IMC). IMC is defined as the coordinated management of all communications between a company and its customers to build relationships. The goal of IMC is to influence customer behavior through consistent messaging across all touchpoints. Effective IMC requires starting with the customer perspective, using various communication vehicles as needed, ensuring all messages present a unified brand position, and ultimately affecting customer purchase behavior. Key considerations for IMC include understanding the target audience, defining communication objectives and messages, selecting appropriate media, and measuring campaign impact.

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    You are on page 1of 14

    Your Introduction

    Your Name & Registration #? Education received & subjects studied before joining MBA? Reason for joining MBA program? Reason for joining GIFT? Reason for choosing marketing majors? Which Marketing Courses have you taken so far? What is your CGPA? What do you want to do after completing MBA?
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    An Overview of Integrated Marketing Communications


    Week 1 Nadeem Mustafa GIFT Business School

    What is IMC?
    IMC is the integrated management of all communications to build positive and lasting relationships with customers and other stakeholders. It is a customer-centric, data-driven approach to marketing and branding that stresses communicating to consumers through multiple forms of media and technology. The American Marketing Association defines Integrated Marketing Communications (IMC) as 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.
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    What is IMC?
    IMC is a communications process that entails the planning, creation, integration, and implementation of diverse forms of marcom (advertisements, sales promotions, publicity releases, events, etc.) that are delivered over time to a brands targeted customers and prospects. The goal of IMC is ultimately to influence or directly affect the behavior of the targeted audience. IMC considers all touch points, or sources of contact, that a customer/prospect has with the brand as potential delivery channels for messages and makes use of all communications methods that are relevant to customers/prospects. IMC requires that all of a brands communication media deliver a consistent message. The IMC process further necessitates that the customer/prospect is the starting point for determining the types of messages and media that will serve best to inform, persuade, and induce action.
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    The Goal of Marketing Communications


    The ultimate goal of marketing communications is to persuade customers to act in the desired manner (e.g., make a purchase). But it is attainable only through a number of process steps. Create awareness: People will not buy a product service that they are not aware of. Provide knowledge: This step involves providing information about product or service features. Create a favorable impression: People dont buy features; instead, they buy benefits things that will make their lives better, solve a nagging problem, or save them money. Attain a preferred position in the customers mind. Create a intention. If the marketer has done a good job of addressing earlier steps in the process, the customer will develop an intention to act in the desired manner (e.g., make a purchase). Desired Behavioral Response (Make the sale): If all the other steps have been completed, the prospect will become a customer.
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    The Communication Process

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    Steps for Effective Communication


    For any communication process to be effective i.e., for any person to be persuaded by any form of communication the following six steps must occur. 1. 2. 3. 4. 5. 6. Exposure: A person must see or hear the communication. Attention: A person must notice the communication. Comprehension: A person must understand the intended message or arguments of the communication. Yielding: A person must respond favorably to the intended message or arguments of the communication. (fail to create positive attitude because of irrelevant or unconvincing product claims) Intentions: A person must plan to act in the desired manner of the communication. (lack of immediate needs) Behavior: A person must actually act in the desired manner of communication. (poor brand recall, insufficient financial resources, direct or indirect competition).

    Each of the six steps must occur for a consumer to be persuaded. If there is a breakdown or failure in any step along the way, then successful communication will not result.
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    Communication Vehicles
    1. Media Advertising TV Radio Magazines Newspapers 2. Direct Response and Interactive Advertising Direct mail Telephone solicitation Online advertising 3. Place Advertising Billboards and bulletins Posters Transit ads Cinema ads 4. Store Signage and Pointof-Purchase Advertising External store signs In-store shelf signs Shopping cart ads In-store radio and TV 5. Trade- and ConsumerOriented Promotions Trade deals and buying allowances Display and advertising allowances Trade shows Cooperative advertising Samples Coupons Premiums Refunds/rebates Contests/ sweepstakes Promotional games Bonus packs Price-off deals 6. Event Marketing and Sponsorships Sponsorship of sporting events Sponsorship of arts, fairs, and festivals Sponsorship of causes 7. Marketing-Oriented Public Relations and Publicity 8. Personal Selling

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    Selecting the Right Communication Vehicles


    First, consider how far along your potential customers are in the purchasing process. Are they aware of your product or service? If they are, how much do they know about its benefits for them? Etc. Chances are that youll find prospective customers in every one of the purchase process steps, although they may be concentrated at certain points. If awareness is a big issue you can use the targeted media campaigns to build awareness. If most of your potential customers are near the end of the purchasing process, personal selling/sales promotion is usually most effective in moving them toward a transaction. Second, use the most highly targeted vehicles you can.
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    Key Features of IMC


    1. The Consumer or Business Customer Must Represent the Starting Point for All Marketing Communications Activities: The IMC approach avoids an insideout approach (from company to customer) in identifying communication vehicles and instead starts with the customer (outside-in) to determine those communication methods that will best serve customers information needs and motivate them to purchase the brand. Learn the media preferences and lifestyles of your customers/prospects so you know the best contexts (media, events, etc.) in which to reach them with your brand messages. 2. Use Any and All Marcom Tools That Are Up to the Task: not all tools (advertising, sales promotions, sponsorships, etc.) are equally effective for all jobs. Select the best tools for the job. IMC practitioners should use all forms of touch points, or contacts, as potential message delivery channels. Touch point and contact are interchangeable terms to mean any message medium capable of reaching target customers and presenting the brand in a favorable light. This notion of surrounding the customer or prospect with a brands marcom messages is labeled 360-degree branding.
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    Key Features of IMC


    3. Multiple Messages Must Speak with a Single Voice: All touch points must present a unified message that is based on the brands positioning strategy, or, in other words, communicate with a single voice.. 4. Build Relationships Rather Than Engage in Flings: Successful marketing communication requires building relationships between brands and their consumers/customers. Successful relationships between customers and brands lead to repeat purchasing and, ideally, loyalty toward a brand. It costs five to 10 times more to land a new customer than to keep a customer they already have. One well-known method for building customer relations is the use of loyalty programs. Another way relationships between brands and customers are nurtured is by creating brand experiences that make positive and lasting impressions. 5. Dont Lose Focus of the Ultimate Objective - Affect Behavior: marketing communications must do more than just influence brand awareness or enhance consumer attitudes toward the brand. Instead, successful IMC requires that communication efforts be directed at encouraging some form of behavioral response.
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    The Marketing Communication Decision Making Process


    Marcom Program
    Fundamental Decisions
    - Targeting - Positioning - Setting Objectives - Budgeting

    Implementation Decisions
    - Mixing Elements - Creating Messages - Selecting Media - Establishing Momentum

    Program Evaluation
    Measuring Results Providing Feedback Taking Corrective Action

    Enhancing Brand Equity

    Affecting Behavior

    Out Comes
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    IMC Key Considerations


    For effective IMC campaigns, keep these points in your mind 1. Market: Who is your target audience? Customers, retailers, wholesalers, etc. 2. Mission: What is the objective of your communication? 3. Message: What specific points must be communicated? 4. Media: Which communication vehicle should be used to get the message across? 5. Money: How much will be budget for the effort? 6. Measurement: How will you assess the impact of your communication?
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    Management Challenge
    Marketing managers have an important two-part challenge with respect to IMC: 1. Finding the best way to allocate financial resources in support of their brands. This decision has become extremely completed due to the proliferation of media choices. 2. Coordinating their spending so that all customer touch points are getting consistent messages. (Hang Ten, ABN Amro)
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