About integrated marketing communication

1. Roopesh V Namboodiri
Roll no : 34
MBA TT
INTEGRATED MARKETING COMMUNICATION

2. MARKETING COMMUNICATIONS
Marketing communications are messages and related media to
communicate with a market. Marketing communications is the
promotion part of the marketing mix. It can also refer to the
strategy used by a company or individual to reach their target
market through various types of communication.
An approach to achieving the objectives of a marketing
campaign, through a well coordinated use of different
promotional methods that are intended to reinforce eachother.
IMC recognizes the value of a comprehensive plan that
evaluates the strategic roles of a variety of communication
disciplines advertising, public relations, personal selling & sales
promotion and combines them to provide clarity, consistency and
maximum communication impact.
- American Association of Advertising
Agencies
INTEGRATED MARKETING COMMUNICATION

3. WHY IMC ?
Five major shifts in the world of advertising, marketing and
media have caused an increased interest in Need for IMC.
A SHIFT FROM TO
Traditional Advertising Digital/ Interactive media
Mass Media Specialized media
Traditional compensation Performance based
compensation
Limited Internet Access Widespread Internet Access

5. Modern Approach

9. Benefits of IMC
 IMC wraps communications around customers and helps
them move through various stages of buying process.
 IMC increases profits through increased effectiveness.
 Trust among consumers.
 Brand differentiation.

10. THANK YOU