INTEGRATED 
MARKETING 
COMMUNICATIONS 
Prof. Sameer Mathur, 
Ph.D.
Agenda 
Integrated Marketing Communications 
Promotional Mix 
Marketing Communications Mix 
Promotion Decision Process 
Co...
Sameer Mathur 
BuddingMarkets.com 
Indian Institute of Management, 
Lucknow 
Marketing Professor 2013 – 
Marketing Profess...
Integrated Marketing 
Communications 
A company carefully integrates 
and coordinates its many 
communications channels to...
Why IMC?
Promotional Mix
Promotional Mix
Marketing Communications Mix 
• Advertising: 
– Any paid form of non-personal 
presentation and 
promotion of ideas, goods...
Promotion Decision Process 
Source: walmart.com, target.com, kmart.com; Business 2.0, June 2003
Communication Process
A Product in the 
Mature Stage of 
the PLC
Promotion over PLC
“Push” Channel Strategy
“Pull” Channel Strategy
Three Reasons for IMC 
Media Explosion 
Consumers Take Over 
Branding is Everything
Media Explosion
Consumers Take Over 
Consumers 
Take Over
Signs that the Consumer is in Control 
• Media fragmentation 
• Explosion of cable TV 
• Birth of the Internet 
• TiVo/DVR...
Three Reasons for IMC: 
Media Explosion 
Consumers Take Over 
Branding is Everything
Branding is Everything!
Click 
Here
ADAGE 
More Consumers Make the Switch to Macs 
Analysts Say Apple's Disciplined Marketing Is Behind Trend, 
not Just Vista...
Summary: Integrated Marketing Communications 
 The concept under which a company carefully integrates and 
coordinates it...
Summary 
Integrated Marketing Communications 
Promotional Mix 
Marketing Communications Mix 
Promotion Decision Process 
C...
Read this book 
“This book is the 
bible of Marketing” 
Prof. Sameer Mathur
Over 1 Million views 
from more than 100 countries 
Prof. Sameer 
Mathur 
Top 1% most viewed 
Over 250 presentations on 
M...
Integrated Marketing Communications
Integrated Marketing Communications
Integrated Marketing Communications
Integrated Marketing Communications
Integrated Marketing Communications
Integrated Marketing Communications
Integrated Marketing Communications
Integrated Marketing Communications
Integrated Marketing Communications
Integrated Marketing Communications
Integrated Marketing Communications
Integrated Marketing Communications
Integrated Marketing Communications
Integrated Marketing Communications
Integrated Marketing Communications
Integrated Marketing Communications
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Transcript of "Integrated Marketing Communications"

  1. 1. INTEGRATED MARKETING COMMUNICATIONS Prof. Sameer Mathur, Ph.D.
  2. 2. Agenda Integrated Marketing Communications Promotional Mix Marketing Communications Mix Promotion Decision Process Communication Process Three Reasons for IMC
  3. 3. Sameer Mathur BuddingMarkets.com Indian Institute of Management, Lucknow Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009
  4. 4. Integrated Marketing Communications A company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.
  5. 5. Why IMC?
  6. 6. Promotional Mix
  7. 7. Promotional Mix
  8. 8. Marketing Communications Mix • Advertising: – Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor • Sales promotion: – Short-term incentives to encourage purchase or sale of a product or service • Public relations: – Building good relations and corporate image with the company’s publics using publicity, and handling unfavourable events • Personal selling: – Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships • Direct marketing: – Direct communications with targeted individuals to obtain an immediate response and lasting customer relationships
  9. 9. Promotion Decision Process Source: walmart.com, target.com, kmart.com; Business 2.0, June 2003
  10. 10. Communication Process
  11. 11. A Product in the Mature Stage of the PLC
  12. 12. Promotion over PLC
  13. 13. “Push” Channel Strategy
  14. 14. “Pull” Channel Strategy
  15. 15. Three Reasons for IMC Media Explosion Consumers Take Over Branding is Everything
  16. 16. Media Explosion
  17. 17. Consumers Take Over Consumers Take Over
  18. 18. Signs that the Consumer is in Control • Media fragmentation • Explosion of cable TV • Birth of the Internet • TiVo/DVRs • Viral Marketing • Rise of the Blog • Social Networking • Consumer Generated Media
  19. 19. Three Reasons for IMC: Media Explosion Consumers Take Over Branding is Everything
  20. 20. Branding is Everything!
  21. 21. Click Here
  22. 22. ADAGE More Consumers Make the Switch to Macs Analysts Say Apple's Disciplined Marketing Is Behind Trend, not Just Vista 'Debacle' YORK, Pa. (AdAge.com) -- For a long time, David Alison was a Mac hater. In fact, one of the avatars he used was the face of actor John Hodgman, the PC guy in Apple's "Get a Mac" ads. As a software developer, he was heavily invested in and committed to Windows. While he had been a longtime iPod fan, it hadn't been enough to get him to switch. Gaining converts: But then last year his friends started buying iPhones and making the switch -- "guys like me, who didn't really care for Macs." And when the latest Windows operating system, Vista, came out, "It didn't do anything for me," Mr. Alison said. "The very initial version was really a mess.
  23. 23. Summary: Integrated Marketing Communications  The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.
  24. 24. Summary Integrated Marketing Communications Promotional Mix Marketing Communications Mix Promotion Decision Process Communication Process Three Reasons for IMC
  25. 25. Read this book “This book is the bible of Marketing” Prof. Sameer Mathur
  26. 26. Over 1 Million views from more than 100 countries Prof. Sameer Mathur Top 1% most viewed Over 250 presentations on Marketing www.BuddingMarkets.com

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