Reference-A South Asian Perspective Marketing Management by Philip Kotler 14th edition

1. What is an INTEGRATED
MARKETING COMMUNICATION
PROGRAM

2. “Companies must adopt a 360 degree
view of consumers to fully understand
the different ways in which
communication can affect consumer
behaviour in real life
“

5. “Planning process designed to assure
that all brand contacts received by the
customer for a product,service or
organization are relevant to that person
and consistent over time.
“

6. INTEGRATED MARKETING COMMUNICATION
Skilfully combined variety of communication
disciplines to provide :
◎Clarity
◎Consistency
◎Maximum Impact

7. ADVERTISING AGENCIES
Help to grow your business !

8. CO-ORDINATING MEDIA
To achieve maximum impact and message strength !

9. CO-ORDINATING MEDIA
◎ Marketers should combine personal and nonpersonal
communications channels to achieve maximum impact
and message strength.
◎ Promotions can be more effective when combined with
advertising.
◎ Companies can co-ordinate their online and offline
communication activities.

11. Large ad-agencies have
acquired promotion
agencies,PR
firms,package design
consultancies,web
developers , direct mail
houses and redefined
themselves as
“Communications
Companies”.

12. IMPLEMENTING IMC
◎ It can produce stronger message consistency and help build brand equity
and create greater sales impact.
◎ Forces the management to think about every way the customer comes into
contact with the company.
◎ Improves the company to reach the right customers with right messages at
the right time and in the right place .

13. Thank You!
Hope you learnt something useful :)

14. Credits
Special thanks to all the people who made and released
these awesome resources for free:
◎ Presentation template by SlidesCarnival
◎ Photographs by Unsplash & Death to the Stock Photo
(license)
◎ Dark wood background by The pattern library
◎ Google Images

15. Presentation design
◎ Created by :
Harika Ganta , IIITD&M Kancheepuram
◎ During an internship under :
Prof. Sameer Mathur , IIM Lucknow
www.IIMInternship.com