Integrated Marketing
Communication
AMAL C J
Traditional Approach to Marketing Communications
Sales
Point of Publicity promotion
purchase
Media Packaging
Special Adver-
events tising Direct
response
Public
relations
Interactive
Direct marketing
marketing
Contemporary IMC Approach
Sales Direct
Packaging
promotion response
Media
Point of
purchase Adver-
Public
tising relations
Publicity
Interactive
marketing Direct
Special
marketing
events
Integrated Marketing Communication
• Integrated Marketing Communications (IMC) is the
term used to describe the entire program by which you
communicate with your customers. The “face,
personality and spirit” of the company and products (all
marketing mix variables) should blend together to
present a unified message.
Integrated Marketing Communication
• IMC plan is NOT a marketing plan. It is a portion of the marketing plan that involves all
promotional aspects of the marketing plan. All communications with customers, including but not
limited to
• personal selling
• consumer sales promotions
• trade (channel) promotions
• advertising
• public relations
• corporate as well as product positioning
• customer service experiences
Integrated Marketing Communication
Integrated Marketing Communication
Integrated Marketing Communication
Integrated Marketing
Communication
• The strategic integration
of multiple means of
communicating with
target markets to form a
comprehensive,
consistent message.
Reasons for the Growing Importance of IMC
From Toward
Media
Media advertising
advertising Multiple
Multiple forms
forms of
of communication
communication
Mass
Mass media
media Specialized
Specialized media
media
Manufacturer
Manufacturer dominance
dominance Retailer
Retailer dominance
dominance
General
General focus
focus Data-based
Data-based marketing
marketing
Low
Low agency
agency accountability
accountability Greater
Greater agency
agency accountability
accountability
Traditional
Traditional compensation
compensation Performance-based
Performance-based compensation
compensation
Limited
Limited Internet
Internet availability
availability Widespread
Widespread Internet
Internet availability
availability
IMC: the Customer’s Perspective
1. Integrated marketing communication is not about
ads, direct e-mail pieces, or public relations projects.
It is about understanding the consumer and what the
consumer actually responds to; behavioral change is
the communicators’ mission. If the customer does
not act, the communicator – and the communication
have failed
IMC: the Customer’s Perspective
2. Organization can not succeed without good
relationship with their publics. Organizations need
relationships with their customers that go beyond
the pure selling of a product or service. They need to
build relationships. As the world becomes more
competitive in everything, relationship building
becomes more critical.
IMC: the Customer’s Perspective
3. Integrated marketing communications require
collaboration on strategy not just on execution. The
entire communication function must be part of the
launch of a product, service, campaign or issue from
its inception. Communicators must participate in the
planning of a campaign, not just in the
implementation of communication vehicles.
IMC Basics
• Coordinate various communications
approaches into a mutually supportive,
thematically unified, coordinated whole
• Must manage all sources of information about
a product that moves the customer towards a
sale and maintains loyalty
IMC Model
Marketing Goal
• First task is to retain satisfied customers, not just produce new
customers
• Difference between creating a single sale and creating a lifelong customer
• The basis for relationship marketing
IMC and Branding
Brand
Brand Identity
Identity isis aa
combination
combination of of factors:
factors: Name,
Name,
logo,
logo, symbols,
symbols, design,
design,
packaging,
packaging, product
product or or service
service
performance,
performance, andand image
image oror
associations
associations in
in the
the consumer’s
consumer’s
IMC
IMC plays
plays aa major
major role
role in
in the
the process
process of
of
mind.
mind.
developing
developing and
and sustaining
sustaining brand
brand identity
identity
and
and equity.
equity.
Classifications of Advertising
National
NationalAdvertising
Advertising
Consumers
Retail/Local
Retail/LocalAdvertising
Advertising
Primary
Primary vs.
vs. Selective
Selective
Demand
DemandAdvertising
Advertising
Business-to-Business
Business-to-BusinessAdvertising
Advertising
Professional
ProfessionalAdvertising
Advertising Organizations
Trade
TradeAdvertising
Advertising
Direct Marketing is Part of IMC
Direct
Direct
Mail
Mail
Direct
Direct
Internet
Internet Response
Response
Sales
Sales Advertising
Advertising
Direct
Direct
Marketing
Marketing
Shopping
Shopping Telemarketing
Telemarketing
Channels
Channels
Catalogs
Catalogs
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Using the Internet as an IMC Tool
The
The
Internet
Internet
Educates
Educates or
or A
Apersuasive
persuasive A
Asales
sales tool
tool or
or
informs
informs advertising
advertising an
an actual
actual sales
sales
customers
customers medium
medium vehicle
vehicle
Obtains
Obtains Builds
Builds and
and
Communicates
Communicates Provides
Provides
customer
customer maintains
maintains
and
and interacts
interacts with
with customer
customer service
service
database
database customer
customer
buyers
buyers and
and support
support
information
information relationships
relationships
Sales Promotion Tools
Coupons
Samples Trade
Allowances
Premiums
POP Displays
Contests/Sweepstakes
Training
Refunds/Rebates Programs
Bonus Packs Trade
Shows
Loyalty Programs
Coop
Events Advertising
• Consumer- • Trade-
oriented oriented
• [For end-users] • [For resellers]
Sales Promotion Tools
Coupons
Samples Trade
Allowances
Premiums
POP Displays
Contests/Sweepstakes
Training
Refunds/Rebates Programs
Bonus Packs Trade
Shows
Loyalty Programs
Coop
Events Advertising
• Consumer- • Trade-
oriented oriented
• [For end-users] • [For resellers]
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Advertising Versus Publicity
Factor
Factor Advertising
Advertising Publicity
Publicity
Control
Control Great
Great Little
Little
Credibility
Credibility Lower
Lower Higher
Higher
Reach
Reach Measurable
Measurable Undetermined
Undetermined
Frequency
Frequency Schedulable
Schedulable Uncontrollable
Uncontrollable
Cost
Cost High/Specific
High/Specific Low/Unspecified
Low/Unspecified
Flexibility
Flexibility High
High Low
Low
Timing
Timing Specifiable
Specifiable Tentative
Tentative
Public Relations Tools
Publicity Special
Vehicles Publications
Community Corporate Cause-related
Activities Advertising Marketing
Public Affairs Special Event
Activities Sponsorship
IMC Audience Contact Tools
Print
Print media
media Public
Public
Broadcast
Broadcast media
media (newspapers, Internet/
Internet/
(newspapers, Relations/
Relations/
(TV/radio)
(TV/radio) interactive
interactive
magazines))
magazines publicity
publicity
Out-of-home
Out-of-home Direct
Direct
media
media marketing
marketing
Target
Target Audience
Audience
Personal
Personal selling
selling Sales
Sales Promotion
Promotion
Point-of-purchase
Point-of-purchase Events
Events and
and Product
Productplacements
placements
(displays,
(displays, Word-of-mouth
Word-of-mouth (TV
packaging) sponsorship
sponsorship (TVand
andmovies)
movies)
packaging)
The Marketing Plan
1.
1.AAdetailed
detailed situation
situationanalysis
analysis
2.
2. Specific
Specific marketing
marketingobjectives
objectives
3.
3.AAmarketing
marketing strategy
strategyand
andprogram
program
4.
4.AAprogram
program for
for implementing
implementing the
the strategy
strategy
5.
5.AAprocess
processfor
for monitoring
monitoring and
andevaluating
evaluatingperformance
performance
Integrated Marketing Communications Planning Model
Review of marketing plan
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Sales PR/ Personal Direct Internet/
Advertising
promotion publicity selling marketing interactive
Advertising Sales PR/ Personal Direct Internet/
promotion publicity selling marketing interactive
objectives objectives objectives objectives objectives objectives
Message Sales PR/ Personal Direct Internet/
promotion publicity selling marketing interactive
strategy strategy strategy strategy strategy strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Thank You…
