Lecture notes of Integrated Marketing Communication

1. MKTM511
Topic: Managing Integrated Marketing
Communication
What it’s all about?
Dr. Pawan Kumar

2. Lecture Outcome
• Understanding the importance of the IMC perspective in planning and
executing advertising and promotional programs
• Identify the Tools of IMC
• Apply the various tools of IMC

3. Test your Knowledge
Which of the following is an example of a marketing exchange?
A. The waitress gave Cyrus a menu, and he placed his food order.
B. Griffin helped Mandy replace the air filter in her lawn mower.
C. Ken and Maggie gave their son an MP3 player for his birthday.
D. In return for painting her fence, Mrs. Maloney gave Larry a box of homemade fudge.
E. Jenny asked Melisa if she could borrow her pen for a while since her pen had stopped
working.

4. 1-4
The Role of Marketing
Advertising &
Promotion
Inform customers of
a product or service
Convince them of its
ability to satisfy their
wants or needs
Help develop and
sustain relationships
Nonprofit
Organizations
Solicit donations
Offer intangible
social and
psychological
satisfactions

5. 1-5
What is Marketing?
The activity, set of institutions, and
processes for…
creating, communicating, delivering,
and exchanging offerings that have…
value for customers, clients, partners,
and society at large

6. 1-6
What is Value?
• Customer’s perception
of all the benefits of a
product or service
• Weighed against
costs of acquiring
and consuming it
• Benefits can be…
• Functional
• Experiential
• Psychological

7. 1-7
The Marketing Mix
• The Four Ps
• Product
• Price
• Place
• Promotion

8. 1-8
Analyse the situation and suggest
• Clave, a large soap manufacturing firm, has come up with a new soap
known as ‘Honeydew' for the masses across various countries. It
wants to promote the soap to mass audiences across various
countries in a persuasive and cost effective manner and at the same
time enhance the overall company image. It has a promotional
budget of about $10000. Which of the following forms of promotion
should Clave make use of for promotion of ‘Honeydew'?

9. Joy Personal Care's campaign for awareness around
hygiene amongst marginalised communities- ET

10. 1-10
The Modern World of Marketing
• Rapidly changing media environment
• Mass media losing viewers, readers, listeners
• Digital media targets narrow audience
• Consumers not content to be passive message recipients
• Information now obtained from a myriad of sources

11. 1-11
Definition
American Association of Advertising Agencies (4As) developed
one of the first definitions of integrated marketing
communications defining it as:
“A concept of marketing communications planning that
recognizes the added value of a comprehensive plan that
evaluates the strategic roles of a variety of communication
disciplines—for example, general advertising, direct response,
sales promotion, and public relations- and combines these
disciplines to provide clarity, consistency, and maximum
communications impact”.

12. • Integrated marketing communications as the coordination of and
integration of all marketing communication tools within a company,
into a seamless program which maximizes impact of the value
proposition on consumers at a minimal cost.

13. Example:
• Arm & Hammer Ultra Max deodorant contains time-released baking
soda and provides "extra muscle for the game of life." Ads for the
product featured a baseball star saying "When your day goes into extra
innings, you need a deodorant with extra muscle," appeared in
television and print ads. At the same time, Arm & Hammer ran
sweepstakes in which people could enter to win a chance to meet the
baseball star plus other great prizes. To enter sweepstakes customers
had to fill out a $1-off coupon for deodorant or visit the website
ahultramax.com.
Analyse the marketing Strategy?

14. Activity
https://youtu.be/jI6tg_ZQeqE

15. Student’s Discussion Question
1.Identify and list the range of communication tools shown in the
video
2.Discuss which of the tools would be the most important in the
overall campaign
3.Outline how effectively the campaign elements and tools work
together.

16. What is IMC?
• Integrated Marketing rejects the silo mentality and breaks down the
barriers between departments to embrace holistic marketing.
• Belch(2013), integrated marketing is seen as an approach to create
unified and seamless experience for consumers to interact with the
brand/enterprise.
• It attempts to meld all aspects of marketing communication such as
advertising,sales promotion,public relations, direct marketing, social
media through their respective mix of tactics, methods, channels,
media and activities that work together as unified force.

17. Shift from fragmented to Integrated….
• It is the life of the company and its brands. It's the attempt to inform and persuade, and
remind consumers about the company and its brands, and products.
• Many marketers define scope of marketing communications very narrowly, in a way
limited to advertising.
• Marketing communications actually extend far beyond advertising and include public
relations, event promotions, sponsorships, sales promotions, digital marketing, contact
marketing and so on. To have a systematic approach in planning is critical.
• Need to understand consumers and provide them an offering that satisfies their need.
• Need to insure a consistent message that explains our value for position across all
promotional elements.
• Try to enhance efficiency off these communications by leveraging potential synergies
across different channels.

18. • In the past, the communication with a consumer was through the
established media such as TV, radio, newspapers, and billboards.
• Communication was unidirectional, brands communicated the product
advantage and that was all. The digital revolution has changed everything.
• The consumer is no longer a passive subject. He's informed, he can buy,
recommend, criticize, get together with other consumers, and even literally
kill the communication of a product and the reputation of a brand.
• Now consumers have the power. They want to participate and interact.
Accordingly, the relationship between brands and the consumer has
changed radically. It's not enough to have a good product, consumers want
experience with products.

19. • Experience means something that adds value to their lives.
Something that they can talk about with their friends. Their
relationship with brands is not functional, it's emotional. Hence, it's
important to understand clearly how to connect and engage with
consumers.
• Now, everything is digital, and hence, it's spontaneous and changing
every day.

20. • The latest trend in brand communications to cope with such is
dynamism transmedia storytelling.
• Transmedia story telling is to tell a brand story to our consumers, but
do it in a fluid way, arriving to the consumers through many touch
points in social media.
• For example, organizing an event and communicating it through
Instagram, Facebook, Twitter, radio and online content. The story
should not always be the same, we need to tell different parts of the
story in different ways, in different media. The objective is to pass
from the old paradigm of pushing the target to a new ideal of pulling
the target. And encouraging them to participate in the
communication.

21. IMC INVOLVES AUDIENCE CONTACTS
• • Company created touch points which are planned marketing
communication messages such as advertisements, web sites, news/press
releases, packaging, sales promotion offers and point-of-purchase display.
• • Intrinsic touch points which are interactions that occur with a company or
brand during the process of buying or using a product or service such as
discussion with retail sales personnel or customer service representatives.
• • Unexpected touch points which are unanticipated references or information
about a company or brand that a customer or prospect receives that is beyond
the control of the organization. This includes word-of-mouth messages as well as
information from various media sources.
• • Customer-initiated touch points or interactions that occur whenever a
customer or prospect contacts a company. These contacts often involve inquiries
or complaints that must be handled properly by the company such as through
customer service departments.

22. Six Steps of Effective Communication
Identify the target audience
Decide Communication objectives
Message Strategy
Selecting the right Communication Channels
Allocate Communication Budget
Measure the outcomes

23. Advertising Goals

24. 1-24
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Mass
media
advertising

25. Discussion
What challenges does Integrated marketing communication faces in
the present age?

26. Discussion
What are the emerging trends in IMC?

27. Source:Kevin Lane Keller (2016) Unlocking the Power of Integrated Marketing Communications: How Integrated Is Your IMC Program?, Journal of Advertising, 45:3, 286-301

28. IMC Outcome based on research
• Tactical IMC outcomes capture those with short-term organizational impact.
Consumers’ responses with a behavioral, image, cognitive or affective component
can be considered tactical, as they stem from short-term transactions and/or
media exposure (Keller 2001; Luxton, Reid, and Mavondo 2015).
• Intermediate IMC outcomes capture those with midrange organizational impact.
Customer information, customer knowledge and customer satisfaction can be
considered intermediate outcomes, as they can be acted upon to longterm,
profitable relationship with customers (Luxton, Reid, and Mavondo 2015; Zahay
et al. 2004).
• Strategic IMC outcomes capture those with organization-wide impact. Brand
value, brand equity, market share and profitability/ROI can be considered
strategic

29. Application of IMC

30. Success Story of IMC
Always #LikeAGirl generated considerable global awareness, achieving
more than 152 million views on YouTube. Why is it so successful as a
typical Content Marketing campaign?

31. Effect of IMC on society
According to Always’ research, 72% of girls feel that society limits them.
And during puberty, a girl’s confidence plummets. To solve this
problem, Always created valuable videos that change the meaning of
“Like A Girl” from an insult to the ultimate compliment!

34. Components of IMC
• For content channels, Always chose YouTube, Facebook, Instagram
and Twitter for releasing and promoting #LikeAGirl videos. Always
also paid influencers to spread videos on the Internet. Always
provided tips and advice for puberty girls, and used Google SEO and
official website to reach their target customers effectively. Moreover,
Always created hashtag #LikeAGirl to encourage its target customers
to share their unstoppable stories and engage with the brand on
social media.On Always official website, there is a community section
for discussion and events about building girls confidence.

35. Conclusion
Always creates a Kingdom for puberty girls, empowering them with
valuable content and reaching them through effective channels. That’s
why Always #LikeAGirl is such a huge success!