Integrated
Marketing
Communication
Department of Marketing
Management
• Chapter One
Chapter One
An Introduction to
Integrated Marketing
Communications
1 INTRODUCTION
The American marketing Association defines a
market as “The aggregate demand of the
potential buyers for product or a product or
services “.
Philip Kotler defines “A market as an area of
potential exchanges”. Thus, a market is a
group of buyers and sellers interested in
negotiating the terms of purchase/sale for
goods or services.
Meaning and Definitions of
Marketing
• Marketing is a social and managerial process by
which an individual or group obtain what they
need and want through creating, offering and
exchanging of product of values with others (Philip
Kotler,2012).
• Marketing is the total business activity designed to
plan, price, promote and distribute want satisfying
products to target market to achieve
organizational goal (William [Link], 1984).
• Marketing is the creation and delivery of standard
of living to society (Paul. Mazor, 2005).
• Marketing management is the process of planning
and executing, the conception, pricing, promoting
and distributing of ideas, goods and services to
create an exchange that satisfy individual or group
objectives (American marketing Association,
2015).
• Marketing is the effort to identify and satisfy
customers’ needs and wants. It involves finding
out who your customers are, what they need and
want, the prices, the level of competition.
Marketing answers the following
questions:
• Who are my customers?
• What are my customer’s needs and wants?
• How can I satisfy my customers’?
• How do I make a profit as I satisfy my customers?
Who are your
customers?
•People who are buying from you
now.
•People you hope will buy from you
in the future.
•People who stopped buying from
you but you hope to get them back.
What is IMC?
• Integrated marketing communication is
a multi-disciplinary field that combines
traditional and new media practices.
Four elements
(component) of IMC
• To effectively communicate with the target
market, IMC should be carefully planned and
implementation.
• The implementation involves using the four
components of the promotional mix: public
relations, sales promotions, personal selling,
and advertising.
Five IMC Channel
The five main components of the
IMC include
•advertising,
•personal selling,
•sales promotions,
•direct marketing, and
•public relations (PR).
What is Marketing?
Marketing Value
Value
Marketing is is an
an
organizational
organizational function
function
and
and aa set
set of
of processes
processes forfor Relationship
Relationship marketing
marketing
creating,
creating, communicating
communicating
and
and delivering
delivering value
value to
to
customers
customers and and for
for Mass
Mass customization
customization
managing
managing customer
customer
relationships
relationships in in ways
ways that
that Customer
Customer relationship
relationship
benefit
benefit the
the organization
organization management
management (CRM)
(CRM)
and
and its
its stakeholders..
stakeholders..
Traditional Approach to Marketing
Communications
Sales
Publicity promotion
Point of
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
Defining IMC
IMC
IMC isis aa strategic
strategic business
business
process
process used
used to to plan,
plan, develop,
develop,
execute
execute and
and evaluate
evaluate coordinated,
coordinated,
measurable,
measurable, persuasive
persuasive brand
brand
communication
communication programsprograms with
with
consumers,
consumers, customers,
customers, prospects
prospects
employees
employees and and other
other relevant
relevant
external
external and
and internal
internal audiences.
audiences.
The
The goal
goal of
of IMC
IMC isis to
to
generate
generate short-term
short-term
financial
financial returns
returns and
and build
build
long-term
long-term brand
brand value.
value.
A Contemporary Perspective of IMC
Recognized
Recognized as
as aa business
business process
process
IMC
IMC Importance
Multiple of
of relevant
Multiple relevant
Importance audience
audiences
relevant
relevant audience
audiences
Demand
Demand for accountability
forfor
accountability and
and
Demand
Demand for accountability
accountability
Measurement
Measurement of of Outcomes
Outcomes
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
Basic Elements of the Promotional Mix
Advertising
Advertising
Direct
Direct Marketing
Marketing
Sales
Sales Promotion
Promotion
Publicity/Public
Publicity/Public
Relations
Relations
Personal
Personal Selling
Selling
