This document provides an overview of integrated marketing communications (IMC). It discusses key topics such as: 1) The definition and goals of IMC programs, which aim to influence behavior through consistent messaging across all customer touchpoints. 2) The 5 key features of successful IMC - starting with the customer, using all relevant contacts, speaking with one voice, building relationships, and affecting behavior. 3) The challenges of implementing an effective IMC program, such as coordinating diverse communication channels and maintaining a consistent brand message.

1. MARKETING COMMUNICATION
(COM2093)
CHAPTER 1 :
INTEGRATED MARKETING COMMUNICATIONS
BY:
MISS GHASIDAH UMIRAH BINTI JOHARI

2. TOPIC 1 : INTRODUCTION TO MARKETING
COMMUNICATION
TOPIC 2 : THE TOOLS OF MARKETING COMMUNICATION
TOPIC 3 : 5 KEY FEATURES OF IMC
TOPIC 4 : OBSTACLES TO IMPLEMENT IMC
TOPIC 5 : MARKETING COMMUNICATION
TOPIC 6 : FUNDAMENTAL MARCOM DECISION
TOPIC 7 : MARCOM IMPLEMENTATION DECISION
TOPIC 8 : MARCOM OUTCOMES
TOPIC 9 : MARCOM PROGRAM EVALUATION

3. Integrated Marketing
Communication (IMC)
Programs

5. * Is a communications process for planning, creation, integration, and
implementation of diverse forms of Marcom delivered to a brand’s
targeted customers and prospects
* Has as its goal influencing or affecting behavior of targeted audience
* Considers all touch points a customer/ prospect has with the brand as
potential delivery channels for messages
* Requires that all of a brand’s communication media deliver a
consistent message
* Has customer/prospect as its starting point for determining types of
messages and media to inform, persuade, and induce action

6. 1.Start with the customer or prospect.
2.Use any form of relevant contact or touch point.
3.Speak with a single voice.
4.Build relationships.
5.Affect behavior.

7. The Consumer or Business Customer Must Represent the Starting Point for
All Marketing Communications Activities
• Takeaway:
1) Consumers in Control
Outside-in approach: learn the media preferences and lifestyles of
customers/prospects to know the best contexts to reach them with brand messages.
2) Reduced Dependence on Mass Media
Consumers are increasingly in control of their media choices for acquiring
information about brands.

8. Media-Neutral
Approach
Identify
Marcom Program
Goals
Determine Best Way
to Allocate Marketing
Budget

10. 1) 360-Degree Branding
A brand’s touch points should be
everywhere the target audience is.
2) Not All Touch Points Are Equally
Engaging
Surround customers/prospects with the
message, but not to the point of being
irritatingly present.

12. • Multiple Messages Must Speak with a Single Voice
• A brand’s positioning statement must:
i) Present a clear idea of the brand in its target market’s mind
ii) Consistently deliver the same unified message across all media
channels on all occasions

13. • Build Relationships Rather Than Engage in Flings
• Loyalty programs promote long-term relationships between
customers and brands that lead to customer retention.
• Experiential marketing programs can create brand experiences
that make positive and lasting impressions on customers.

14. • Don’t Lose Focus of the Ultimate Objective:
Affect Behavior!
i) The goal of IMC is to influence the target audience in
such a way that the audience engages in a specific
desired behavior.
ii) The effectiveness of an IMC program is judged by its
success in terms of its ultimate influence on behavior.

15. • Integration requires tight coordination among all
elements of a MARCOM program.
i) Few providers of marketing communication services
have the diversity of skills required to execute an IMC
program.
ii) Direct-to-customer advertising is more difficult than a
mass media campaign.
iii) The greatest challenge is making sure that all
MARCOM tools are consistently executed.

16. Marketing Communications’ Objective is to enhance brand equity by
moving customers to favorable action toward the brand (trying it,
repeat it,
purchasing it, and becoming loyal toward the brand).
WHAT IS BRAND EQUITY?
The degree to which consumers favorably perceive
the brand’s features and benefits as compared to
competitive brands and how strongly these views are
held in memory

19. Fundamental
MARCOM
Program Decision
Targeting Positioning Setting Objectives Budgeting

21. All Marketing Communication Should be:
1. Directed to a specific target market.
2. Clearly positioned
3. Created to achieve a specific objective.
4. Undertaken within budget constraints.

22. MARCOM Program
Implementation
Decision
Mixing
Elements
Creating
Messages
Selecting
Media
Establish
Momentum

24. MARCOM
Outcomes
Enhancing
Brand Equity
Affecting
Behaviour