Integrated marketing communication (IMC) is an approachto brand communications where the different modes work together to create aseamless experience for the customer and are presented with a similar tone andstyle that reinforces the brand’s core message.Its goal is to make all aspects of marketing communication such as advertising,sales promotion, public relations, direct marketing, personal selling, onlinecommunications and social media work together as a unified force, rather thanpermitting each to work in isolation, which in turn maximizes their costeffectivenessIntegrated Marketing Communications
• is an initiative taken by organizations to make their products and servicespopular among the end-users.• Brand communication goes a long way in promoting products and services amongtarget consumers. The process involves identifying individuals who are best suitedto the purchase of products or services (also called target consumers) andpromoting the brand among them through any one of the following meansBrand CommunicationsAdvertisingSales PromotionPublic RelationDirect MarketingPersonal SellingSocial media
• The Foundation - As the name suggests, foundation stage involves detailed analysis ofboth the product as well as target market. It is essential for marketers to understand thebrand, its offerings and end-users. You need to know the needs, attitudes andexpectations of the target customers. Keep a close watch on competitor’s activities.• The Corporate Culture - The features of products and services ought to be in line withthe work culture of the organization. Every organization has a vision and it’s important forthe marketers to keep in mind the same before designing products and services. Let usunderstand it with the help of an example.• Organization A‘s vision is to promote green and clean world. Naturally its products need tobe eco friendly and biodegradable, in lines with the vision of the organization .• Brand Focus - Brand Focus represents the corporate identity of the brand.• Consumer Experience - Marketers need to focus on consumer experience which refersto what the customers feel about the product. A consumer is likely to pick up a productwhich has good packaging and looks attractive. Products need to meet and exceedcustomer expectations.various components of Integrated Marketing Communication:
• Communication Tools - Communication tools include various modes ofpromoting a particular brand such as advertising, direct selling, promotingthrough social media such as Facebook, twitter, orkut and so on.• Promotional Tools - Brands are promoted through various promotional toolssuch as trade promotions, personal selling and so on. Organizations need tostrengthen their relationship with customers and external clients.• Integration Tools - Organizations need to keep a regular track on customerfeedbacks and reviews. You need to have specific software like customerrelationship management (CRM) which helps in measuring the effectiveness ofvarious integrated marketing communications tools..Integrated marketing communication enables all aspects of marketing mix to work together inharmony to promote a particular product or service effectively among end-users
Overview of Eight Steps to Effective Communication Identify target audience Determine objectives Select communication channels Design the message Effectively manage the process Develop communications mix Establish communications budget Measure results
Determining Communication ObjectivesModels of consumer-response stages are– AIDA model– Hierarchy-of-effects model– Innovation-adoption model– Communications modelThe models assume that buyers pass through thesestages:– Cognitive stage– Affective stage– Behavior stage
Promotional Mix• Personal Selling• Telemarketing• Advertising• Publicity• Sales Promotions
Evaluating Promotional Activities• Reach (Coverage)– How much of the intended audience do you reach?• Effectiveness– How effectively do you communicate with the audience that youreach?– Frequency: How often do you reach audience members?– Impact: How effective is each message?• Cost: What is the cost per message?
Appropriate Use of Each Type• Personal Selling– Most effective form of communication– Relatively very expensive– To be used as a primary means of promotion forcustomers who spend enough to justify the cost– Used extensively in industrial marketing situations
Telemarketing• Telemarketing– Less effective than PS -- less personal– More effective than advertising -- interactive– Can be used to “qualify” prospects for personalsales calls– Can be used to handle in-bound, self-serviceorders for the delivery of goods– Cost falls in between PS and Advertising
Advertising• Advertising– Less effective than PS or TM– But, Cheaper than either– Offers a way to reach a large number of potentialcustomers in a very short period of time– Primary means of promoting to customers who donot spend enough to justify PS or TM– Should be used to create brand awareness andeducate customers of product features/benefits
Publicity• Publicity– Less effective than advertising because it offers limitedcontrol of the message, timing and the media– cannot be used to send a repetitive message– But, Cheaper than advertising– Often more credible to buyers– Most useful in establishing credibility for providers ofprofessional services– Can be used as a low cost alternative to advertising
Sales Promotions• Sales Promotions– Good short term competitive tactic– Help clear slow-moving or seasonal inventory– Help generate quick cash flow, if required– SP such as “Sweepstakes” or “Contests” can beused to add excitement to advertising– Not much value in terms of communication– Do not build a long term image for the brand
Push vs. Pull Strategies• Push Strategy– Spending major part of promotional expenses ondistributors and retailers• Pull Strategy– Spending major part of promotional expenses onthe consumer
A comparison of push and pull promotional strategiesManufacturerWholesalerRetailerConsumerFlow ofpromotion;mainlypersonalsellingdirected tointermediariesFlow ofdemandstimulationManufacturerWholesalerRetailerConsumerFlow ofpromotion;mainlyadvertisingdirected toconsumersFlow ofdemandstimulationA. Push strategy B. Pull strategy
Promotion Objectives• Communication Objectives– To inform– To remind– To persuade• Behavior Objectives– To sell– To take some action
Setting Advertising Budgets• Percent of SalesWhat is the percent of present or forecasted sales?• Competitive ParityAre we in line with our competition?• Affordable MethodWhat can we afford to spend on advertising this year?• Objective and Task
Message Decisions• Message ExecutionTheme and types of messages• Message StructureOne-sided vs. two-sided, types of arguments• Message GenerationCreative process of developing different messageideas
The language of the media buyerTerm What It MeansReach The number of different people orhouseholds exposed to an advertisement.Rating The percentage of households in a marketthat are tuned to a particular TV show orradio station.Frequency The average number of times an individual isexposed to an advertisement.Gross rating points Reach (expressed as a percentage of the total(GRPs) market) multiplied by frequency.Cost per thousands The cost of advertising divided by the number(CPM) of thousands of individuals or households whoare exposed.
Scheduling the AdvertisingSteady (“drip”) Schedule-- Steady schedule throughout the year.Flighting (“intermittent”) Schedule-- Advertising reflects seasonal demandBlitzingPulse (“burst”) Schedule-- Steady and flighting schedules are combined
Benefits of IMCAlthough Integrated Marketing Communications requires a lot of effort it deliversmany benefits. It can create competitive advantage, boost sales and profits, whilesaving money, time and stress.• IMC wraps communications around customers and helps them move through thevarious stages of the buying process. The organisation simultaneously consolidatesits image, develops a dialogue and nurtures its relationship with customers.• This Relationship Marketing cements a bond of loyalty with customers which canprotect them from the inevitable onslaught of competition. The ability to keep acustomer for life is a powerful competitive advantage.• IMC also increases profits through increased effectiveness. At its most basic level, aunified message has more impact than a disjointed myriad of messages. In a busyworld, a consistent, consolidated and crystal clear message has a better chance ofcutting through the noise of over five hundred commercial messages whichbombard customers each and every day.
• At another level, initial research suggests that images shared in advertisingand direct mail boost both advertising awareness and mail shot responses.So IMC can boost sales by stretching messages across severalcommunications tools to create more avenues for customers to becomeaware, aroused, and ultimately, to make a purchase• Carefully linked messages also help buyers by giving timely reminders,updated information and special offers which, when presented in aplanned sequence, help them move comfortably through the stages oftheir buying process... and this reduces their misery of choice in acomplex and busy world.• IMC also makes messages more consistent and therefore more credible.This reduces risk in the mind of the buyer which, in turn, shortens thesearch process and helps to dictate the outcome of brand comparisons.Benefits of IMC
• Un-integrated communications send disjointed messages which dilute theimpact of the message. This may also confuse, frustrate and arouseanxiety in customers. On the other hand, integrated communicationspresent a reassuring sense of order.• Consistent images and relevant, useful, messages help nurture long termrelationships with customers. Here, customer databases can identifyprecisely which customers need what information when... and throughouttheir whole buying life.• Finally, IMC saves money as it eliminates duplication in areas such asgraphics and photography since they can be shared and used in say,advertising, exhibitions and sales literature. Agency fees are reduced byusing a single agency for all communications and even if there are severalagencies, time is saved when meetings bring all the agencies together - forbriefings, creative sessions, tactical or strategic planning. This reducesworkload and subsequent stress levels - one of the many benefits of IMC.Benefits of IMC