Integrated Marketing Communication (IMC) is the major course of marketing management students. Here is the summary of complete course in one ppt.

1. Integrated Marketing
Communication
Chapter 01: Fundamentals of IMC
Dr Sarfaraz Karim

2. Integrated Marketing Communication
Integrated Marketing Communications (IMC) is the term used to
describe the entire program by which you communicate with your
customers.
Integrated marketing communication refers to integrating all the
methods of brand promotion to promote a particular product or
service among target customers.
In integrated marketing communication, all aspects of marketing
communication work together for increased sales and maximum
cost-effectiveness.

3. Objective of IMC

4. Point of
purchase
Publicity
Public
relations
Direct
marketing
Interactive
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Traditional Approach to Marketing Communications
Media
Adver-
tising
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

5. Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

6. 1. Advertisement
American Marketing Association has defined advertising as “any paid
form of non-personal presentation and promotion of ideas goods and
services of an identified sponsor”.
It is a paid form of communication
It is the non-personal presentation of the message. There is no face-to-
face direct contact with the customers
Advertisement issued by an identified sponsor

7. Objectives of Advertising
 To introduce a new product by creating interest for it among the prospective customers.
 To support personal selling programme. Advertising maybe used to open customers’ doors for salesman.
 To reach people inaccessible to salesman.
 To enter a new market or attract a new group of customers.
 To light competition in the market and to increase the sales as seen in the fierce competition between Coke and Pepsi.
 To enhance the goodwill of the enterprise by promising better quality products and services.
 To improve dealer relations. Advertising supports the dealers in selling he product. Dealers are attracted towards a product
which is advertised effectively.
 To warn the public against imitation of an enterprise’s products.

8. 2. Sales promotion
A sales promotion, or promo, is a set of marketing strategies used to
boost the demand for a product or service, raise brand awareness, and
increase revenue.
As a rule, companies use sales promotions within a limited period via
various channels – social media, email campaigns, websites, etc. They are
accompanied by quality visuals, influential text, and a reasonable
objective to reach out to the target audience.

9. Advantages of sales promotion
There are numerous benefits of implementing sales promotion in your
business. Here are the basic ones:
 It generates more customers.
 It retains current customers.
 It raises awareness.
 It gives a quick increase in sales.

10. • Consumer-
oriented
• [For end-users]
• Trade-
oriented
• [For resellers]
Sales Promotion Tools
Events
Events
Loyalty Programs
Loyalty Programs
Bonus Packs
Bonus Packs
Refunds/Rebates
Refunds/Rebates
Contests/Sweepstakes
Contests/Sweepstakes
Premiums
Premiums
Samples
Samples
Coupons
Coupons
Coop
Advertising
Coop
Advertising
Trade
Shows
Trade
Shows
Training
Programs
Training
Programs
POP Displays
POP Displays
Trade
Allowances
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

11. Advertising Vs Sales Promotion

12. 3. Publicity
William J. Stanton:
“Publicity is any promotional communication regarding an organisation
and/or its products where the message is not paid for by the
organisation benefiting from it.”

13. Publicity
Philip Kotler:
“Non-personal stimulation of demand for the product or service, or
business unit by placing commercially significant news about it in public
medium or obtaining favourable presentation of it upon radio, television,
or stage that is not paid for by the sponsor.”

14. Publicity
Publicity is infotainment, i.e. which tends to inform and entertain the
general public at the same time.
It provides some interesting, juicy, controversial news to the general
public, that has the capability of changing their opinion or outlook, about
the product or company.

15. Publicity
While the main aim of publicity is to gain the maximum possible media
coverage, public relations is about getting the attention of the target
audience.
Publicity is not under the control of the company and public relation is
controlled by the company

16. Advertising Vs. Publicity

17. 4. Personal Selling
Personal selling is a personalized sales method that employs person-to-
person interaction between a sales representative and prospective
customers to influence the customer’s purchase decision.
Precisely, it’s a promotional technique where a salesperson:
• Uses person-to-person communication:
• To sell an offering
• Using a personalized sales strategy

18. Objective Of Personal Selling
 Build brand and product awareness by educating customers on the company’s offerings and their benefits.
 Increase sales by identifying and persuading the prospects to buy a business’s offering.
 Building close long-term relationships with the customers by enforcing person-to-person two-way
communication.
 Supporting the customers of complex, technical, or high-priced items by providing detailed technical
information.
 Stimulating the offering’s demand by helping the customers throughout their decision-making process and
guiding them towards the business’s offering.
 Reinforcing the brand by building long-term relationships with the customers over time by meeting them and
helping them in their decision-making process.

19. 5. Direct Marketing
Direct marketing is a marketing strategy where target customers are
contacted directly by the brand instead of having an indirect medium
between them.
Direct marketing largely relies on the individual distribution of a sales
pitch to their consumers and potential customers, personally. Door-to-
door salesmen, promotional telephone calls, SMS, emails, kiosks, hand-
out brochures and coupons are among the more popular methods used
in direct marketing.

20. Direct
Response
Advertising
Direct
Response
Advertising
Direct
Mail
Catalogs
Telemarketing
Internet
Sales
Shopping
Channels
Direct
Mail
Telemarketing
Catalogs
Shopping
Channels
Direct Marketing is Part of IMC
Direct
Marketing
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

21. 6. Public Relation
Definition
Building good relations with the company’s various publics by
obtaining favourable publicity, building up a good corporate image, and
handling or heading off unfavourable rumours, stories, and events.

22. Public Relation
Public Relations Functions
• Press Relations
• Product Publicity
• Public Affairs
• Lobbying
• Investor Relations
• Development

23. Public Relations
Role and Impact of Public Relations
• Advantages:
Strong impact on public awareness at
lower cost than advertising
Greater credibility than advertising
• Publicity is often underused
• Good public relations can be a powerful brand-building tool

24. Corporate
Advertising
Corporate
Advertising
Cause-related
Marketing
Cause-related
Marketing
Publicity
Vehicles
Community
Activities
Public Affairs
Activities
Special
Publications
Special Event
Sponsorship
Publicity
Vehicles
Community
Activities
Public Affairs
Activities
Special
Publications
Public Relations Tools
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

25. 7. Web Marketing
Marketing that is done via the internet (online), is often called web
marketing or online marketing. More people prefer to do web marketing
now because it’s less expensive.

26. Builds and
maintains
customer
relationships
Obtains
customer
database
information
Communicates
and interacts with
buyers
Provides
customer
service and
support
Educates or
informs
customers
A persuasive
advertising
medium
A sales tool or
an actual sales
vehicle
Obtains
customer
database
information
Communicates
and interacts with
buyers
Provides
customer
service and
support
Educates or
informs
customers
A persuasive
advertising
medium
A sales tool or
an actual sales
vehicle
Using the Internet as an IMC Tool
The
Internet
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

27. Integrated Marketing Communication Plan
A detailed summary of your marketing plan as to how it intends to promote products
and services among target customers.
Background, history and vision of your organization.
Know your products well. Include features and essential components of your brand.
Target market needs to be described well. Plan out how your brand can meet and
exceed customer expectations. Have clarity as to how your brand is better than your
competitors and why should consumers only buy your product and not go anywhere
else. It is essential to read customers’ minds and know their perceptions.
Compare your brand with the competitors. Write down how your brand is better
than competitors. You need to keep a close watch on competitors’ activities.
Do a SWOT analysis which highlights the strengths, weaknesses, threats and
opportunities of the marketing plan.
Specify the tools and methods which would help you create awareness of your
brand.

28. Integrated Marketing
Communication
Chapter 02
Models and Approaches in IMC

29. 2.1 Dagmar Approach
DAGMAR model for arousing consumer interests was developed
by Russen Colley in his study entitled “Defining Advertising Goals for
Measured Advertising Results.”

30. 2.1 Dagmar Approach
 The model aims to increase awareness of the firm's product and is based on FIVE key stages.
Stage Consumer Promotion
Unaware Doesn't know us Use the media to inform
Aware Knows something of us Build the media presence
Comprehensio
n
Recognises us Introduce product information
Conviction Prefers us Reinforce via advertising
Action Purchases Personal selling

31. DAGMAR Model Objectives
the following steps :
1. Awareness: When the prospect is asked to mention the name of a brand or product, perhaps
he is in a position to recollect the name of a specific brand only.
2. Comprehension: The prospect is conscious of the main sales theme of a brand or product.
When asked, he can associate a brand with the sales theme, which is already known to him.
 3. Conviction: At the conviction stage, the prospect can foresee how the benefits of the brand
of goods will serve his need. He is convinced that purchasing this brand of goods would be the
right decision.
 4. Motivation: Having been convinced, the prospect is motivated to buy a specific brand of
goods.

32. EXAMPLE OF DAGMAR APPROACH
Let’s suppose that an ABC company wants to evaluate the effectiveness
of a marketing campaign for its latest product launched.
The company measures how fast the customer processed through the
four stages of the purchase and how many sales were generated. In cases
where the customer is distracted and deviated from buying the product,
and the company doesn’t meet sales goals, the company needs to change
its ad campaign.

33. EXAMPLE OF DAGMAR APPROACH
The company starts evaluating the commercial that is designed to
persuade potential consumers through the four stages of the buying
process:
1. In the AWARENESS stage, company ABC spreads awareness
among consumers about its new product launched in the market.
2. In the COMPREHENSION stage, company ABC portrays to its
consumers the features and distinctiveness of the new product and
reminds the consumers of the company ABC’s logo and brand name.
3. In the CONVICTION stage, company ABC attaches the consumer
emotionally to the new product so that the consumer establishes an
emotional preference for the company ABC’s brand.
4. In the ACTION stage, company ABC makes sales.

34. OBJECTIVES OF DAGMAR APPROACH
Persuade a prospect to visit the showroom.
Growth in market share.
Improve sales turnover.
Perform complete selling function.
Advertise a special reason to buy.
Stimulate impulse sales.
Remind people to buy.
Create awareness about the product and brand existence.
Create a favourable emotional disposition towards the product.
Impart information regarding benefits and distinctive features of the product.
Combat and offset competitive claims.
Correct false impressions, wrong information and other hindrances to sales.

35. 2.2 The AIDA Model
AIDA is a functional formula devised by E.K. Strong. It is the
acronym for Attention (A), Interest (I) Desire (D), and Action (A).

36. 2.2 The AIDA Model
 1. Attention : The main function of an advertisement is to attract
attention of the consumers. It is because of this fact that the advertiser
will use various devices like the use of attractive colour, headlines
display and overall layout.
2. Interest : It is used for existing product to bring a greater bit of the
marketing share. It is also used to remind the consumers about their
needs. A good advertisement should arouse interest of the prospects in
the advertised product.

37. 2.2 The AIDA Model
3. Desire : The advertiser should make use of proper appeals and selling
points while creating desire for the product. Through the sales appeal
that the advertiser creates a desire for the product.
4. Action : The advertiser should tell the prospect about the product,
their main features, how they can be consumed and where they are
available. For example, the prospect who wants to book new scooter
should get such information in the advertisement as: place of display,
place and date of booking. Every advertisement normally carries such
basic information to guide the prospective buyers.

38. Integrated Marketing
Communication
Chapter 03
Media Management in IMC

39. 3. Media Management
What is the media of IMC?
Integrated marketing communications (IMC) provide an approach
designed to deliver one consistent message to buyers through an
organization's promotions that may span all different types of media such
as TV, radio, magazines, the Internet, mobile phones, professional
selling, and social media.

40. 5 M of Advertising (Advertising Objective)

41. Deciding on Media and
Measuring Effectiveness
 Deciding on Reach, Frequency, and
Impact
 Media selection
 How many exposures, E*, will produce
audience awareness A* depends on the
exposures’:
 Reach (R)
 Frequency (F)
 Impact (I)
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42. Deciding on Media and
Measuring Effectiveness
 Total Number of Exposures (E)
E = R x F
where R = reach, F = frequency
Known as Gross Rating Points (GRP)
 Weighted Number of Exposures (WE)
WE = R x F x I
where R = reach, F = frequency,
I = average impact
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43. Deciding on Media and
Measuring Effectiveness
 Choosing Among Major Media Types
Table 20.1: Profiles of Media Types
Medium
Newspapers
Advantages
Flexibility; timeliness; good
Limitations
Short life; poor reproduction
11-624
Television
quality; small “passalong”
audience
High absolute cost; high
clutter; fleeting exposure;
less audience selectivity
Direct mail
local market coverage; broad
acceptance; high believability
Combines sight, sound, and
motion; appealing to the
senses; high attention; high
reach
Audience selectivity; flexibility;
no ad competition within the
same medium; personalization
Relatively high cost; “junk
mail” image
www.bookfiesta4u.blogspSote.ceomtext for complete table

44. Deciding on Media and
Measuring Effectiveness
 Media planners consider:
 Target-audience media habits
 Product characteristics
 Message characteristics
 Cost
 New Media
 Advertorials
 Infomercials
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45. Deciding on Media and
Measuring Effectiveness
 Allocating the Budget
 Audience size measures:
 Circulation
 Audience
 Effective audience
 Effective ad-exposed audience
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46. Deciding on Media and
Measuring Effectiveness
Figure 20.3:
Classification of
Advertising Timing
Patterns
 Deciding on Media Timing
 Carryover
 Habitual
behavior
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47. Deciding on Media and
Measuring Effectiveness
 Buyer turnover
 Purchase frequency
 Forgetting rate
 Continuity
 Concentration
 Flighting
 Pulsing
 Deciding on Geographical Allocation
 Areas of dominant influence (ADIs) or
designated marketing areas (DMAs)
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48. Deciding on Media and
Measuring Effectiveness
 Evaluating Advertising Effectiveness
 Communication-Effect Research
 Copy testing
 Consumer feedback method
 Example questions:
 What is the main message you get from this ad?
 What do you think they want you to know, believe,
or do? How likely is it that this ad will influence you
to undertake the implied action?
 What works well in the ad and what works poorly?
 How does the ad make you feel?
 Where is the best place to reach you with this
message?
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49. Deciding on Media and
Measuring Effectiveness
11-632
 Portfolio test
 Laboratory test
Table 20.2: Advertising Research Techniques
For Print Ads. Starch and Gallup & Robinson, Inc. are two widely used
print pretesting services. Test ads are placed in magazines, which are
then circulated to consumers. These consumers are contacted later and
interviewed. Recall and recognition tests are used to determine
advertising effectiveness.
For Broadcast Ads. In-home tests: A videotape is taken into the
homes of target consumers, who then view the commercials.
Trailer test: In a trailer in a shopping center, shoppers are shown the
products and given an opportunity to select a series of brands. They
then view commercials and are given coupons to be used in the
shopping center. Redemption rates indicate commercials’ influence on
purchase behavior.
www.bookfiesta4u.blogspot.cSoeme text for complete table

50. Advertising Agency
The American Association of Advertising Agencies (AAAA) defines Ad
Agency as an independent business organisation composed of creative
and business people who develop, prepare, and place advertising media
for sellers for their goods and services.
David Ogilvy, a British advertising tycoon who founded the famous ad
agency, Ogilvy & Mather, one of the top global agencies today. He is
known as the “Father of Advertising”. Trained at the Gallup research
organisation, he attributed the success of his campaigns to meticulous
research into consumer habits.

51. Top Advertising Company in India
Madison Communication Pvt. Ltd.
Brandemic
Rediffusion Dentsu Young & Rubicam Private Ltd
McCann Erickson India Pvt. Ltd.
Mullen Lowe Lintas Group
Ogilvy & Mather Pvt. Ltd.
DDB Mudra Group
Dentsu Aegis Network
FCB Ulka Advertising Pvt. Ltd.
Group M Media India Pvt. Ltd.

52. ADVERTISING AGENCIES
Advertising agencies today mainly fall under two categories full-service
agencies and specialised agencies. Full-service agencies are those which
offer a complete range of activities related to media and market sectors.
On the other hand, specialised agencies have three categories of service,
- independent agencies offering only limited services such as media
planning and buying, secondly agencies specifically focusing on internet-
related activities and thirdly agencies working in a narrow market sector
such as business-to-business advertising.

53. DEPARTMENTS OF AN AD AGENCY
The major classification of the personnel that we witness in an Ad firm is
as follows:
 Accounts Department
Client Serving Department
Creative Department
Production Department
Media Planning Department

54. How Agencies are Organized
5 Areas of
Importance
Account
Planning
& Research Media
Planning &
Buying
Internal Service
Creative
Development
& Production
Account
Management
* Departmental system vs. Group system

55. Ad Agency
Add
Perceived
Value to
Product of
Client by:
Setting Product
Apart from
Competition
Ad Agencies: Combining
Marketing and Advertising
Giving Product a
Personality
Communicating Basic
Information
Creating Image of
Product

56. Advertising agencies- their role and functions and
client-agency relationship.
Advertising agencies are businesses that provide services to help clients
create and execute advertising campaigns. Their role is to work with
clients to develop effective advertising strategies, create advertising
content, and execute advertising campaigns across various media
channels.
 Here are some of the key functions and responsibilities of advertising
agencies:

57. Functions and responsibilities of advertising
agencies:
Strategic Planning: The agency works with the client to develop a comprehensive advertising strategy
that includes defining the target audience, messaging, and media mix.
Creative Development: The agency develops advertising content, such as copywriting, design, and
video production, that communicates the messaging in a way that resonates with the target audience.
Media Planning and Buying: The agency identifies the most effective media channels to reach the
target audience and executes media buys across these channels.
Campaign Execution: The agency manages the execution of the advertising campaign, including
monitoring performance, optimizing media placements, and adjusting the messaging as needed.
Performance Measurement: The agency measures the performance of the advertising campaign using
various metrics, such as reach, engagement, and conversion rates, and provides insights to the client
to help improve future campaigns.

58. Client-Agency relationship
The relationship between the client and the advertising agency is typically collaborative and
requires clear communication and trust. Here are some important considerations for building
and maintaining a strong client-agency relationship:
Clear Communication: Open and frequent communication between the client and agency is
essential for developing a successful advertising campaign.

Defined Roles and Expectations: The client and agency should have clearly defined roles and
responsibilities, as well as expectations for the campaign's objectives and outcomes.

59. Client-Agency relationship
Collaboration: The client and agency should work together as a team to develop and execute the
campaign.
Trust: Trust is a critical component of a successful client-agency relationship. The client should have
confidence in the agency's ability to execute the campaign effectively and efficiently.
Performance Evaluation: The client and agency should regularly evaluate the campaign’s performance
against established goals and metrics to ensure ongoing success and identify areas for improvement.
Overall, the relationship between the client and the agency is critical to successful advertising
campaigns. By working collaboratively and effectively, the client and agency can develop and execute
advertising campaigns that achieve the desired outcomes and drive business success.

60. Integrated Marketing
Communication
Chapter 04
Planning Budgeting for Marketing Communication

61. Meaning and Concept of MARCOM (marketing
communications).
MARCOM is an abbreviation for "marketing communications", which
refers to the strategic planning and execution of all communication
efforts by a company or organization to promote its products or services
to target audiences.
 The primary goal of MARCOM is to create and maintain a consistent
brand identity across all marketing channels and to communicate
effectively with customers, prospects, and other stakeholders.

62. MARCOM (marketing communications)
MARCOM encompasses a wide range of marketing communications
activities, including advertising, public relations, sales promotions,
personal selling, direct marketing, and digital marketing.
The concept of MARCOM emphasizes the integration of all these
communication channels to create a cohesive marketing campaign that
maximizes the impact of each channel and delivers a consistent message
across all touchpoints.

63. MARCOM (marketing communications)
MARCOM strategies are typically developed in alignment with the
overall marketing and business objectives of the company or
organization and are tailored to the specific needs and preferences of the
target audience.
 By integrating all marketing communications efforts, MARCOM can
help companies achieve their business goals more effectively and
efficiently by delivering a more cohesive and impactful message to their
customers and stakeholders.

64. Steps in planning budgeting for MARCOM
Effective planning and budgeting for MARCOM involve several steps and considerations to ensure that the
resources allocated to marketing communications are optimized and deliver the best possible return on
investment. Here are some key steps and considerations for planning and budgeting for MARCOM:
Define Objectives: Before developing a marketing communications plan, it is essential to define the objectives
of the campaign. This includes identifying the target audience, understanding their needs and preferences, and
defining the desired outcomes of the campaign, such as increased brand awareness, lead generation, or sales.
Develop a Strategy: Based on the objectives, a comprehensive strategy should be developed that outlines the
key messages, tactics, and channels to be used to reach the target audience effectively.
 Identify the Budget: Once the strategy has been developed, it is necessary to identify the budget required to
execute the campaign effectively. This involves determining the number of resources needed for advertising,
promotions, public relations, and other marketing communications activities.

65. Steps in planning budgeting for MARCOM
Allocate Resources: Once the budget has been determined, it is necessary to allocate
resources to different marketing communications activities based on their expected
impact and cost-effectiveness.
Monitor and Optimize: Once the campaign is launched, it is important to monitor its
performance and adjust the strategy as needed to optimize the use of resources and
achieve the desired outcomes.
Measure ROI: It is essential to measure the return on investment (ROI) of the
marketing communications campaign to determine its effectiveness and identify areas
for improvement.

66. Integrated Marketing
Communication
Chapter 05
Integrated Marketing Communication Programme

67. Creative Marketing Communication
Creative marketing communication is the development and execution of
innovative and impactful communication strategies that effectively
communicate the brand's message to the target audience.
 It involves the use of creative and unique approaches to capture the
attention of the audience and create an emotional connection with the
brand.

68. Creative Marketing Communication
Creative marketing communication requires a deep understanding of
the target audience and the ability to develop messages and tactics that
resonate with them.
It often involves the use of storytelling, humour, or other emotional
triggers to create a memorable and impactful message.

69. Major creative marketing communication includes
Viral marketing campaigns that use social media and other digital channels to create a buzz
around the brand and generate interest and engagement.
Guerrilla marketing campaigns that use unconventional and often low-cost tactics to create a
memorable and impactful message.
Experiential marketing campaigns that create immersive and interactive experiences for the
target audience to engage with the brand and create a lasting impression.
Product placement and sponsorships that strategically place the brand in relevant contexts
to reach the target audience in a natural and organic way.
Creative advertising campaigns that use unique visuals, messaging, or storytelling to capture
the audience's attention and create a lasting impression.

70. Creative Strategies in Advertising
Advertising: Creative advertising strategies often involve the use of
unique visuals, messaging, or storytelling to capture the audience's
attention and create a lasting impression.
For example, the "Share a Coke" campaign by Coca-Cola featured
personalized bottles with customers' names on them, which encouraged
customers to share photos and posts on social media, generating a
massive amount of user-generated content and social media buzz.

71. Creative Strategies in Sales Promotion
Sales Promotion: Creative sales promotion strategies often involve the
use of contests, giveaways, and other promotional tactics to incentivize
customers to purchase the product or service.
For example, Pepsi's "Pepsi Stuff" program allowed customers to collect
points and redeem them for prizes and rewards, which created a sense of
excitement and loyalty among customers.

72. Creative Strategies in Publicity
Publicity: Creative publicity strategies often involve the use of
newsworthy events, stunts, or collaborations to generate media coverage
and buzz around the brand.
For example, Red Bull's "Stratos" project involved sponsoring a skydiver
to jump from the edge of space, generating massive media coverage and
brand awareness.

73. Creative Strategies in Events
Events: Creative event strategies often involve the creation of immersive
and interactive experiences for the target audience to engage with the
brand and create a lasting impression.
For example, Nike's "Run Club" events allow customers to participate in
group runs and fitness challenges, creating a sense of community and
loyalty around the brand.

74. Creative Strategies in Sponsorship
Sponsorship: Creative sponsorship strategies often involve the strategic
placement of the brand in relevant contexts to reach the target audience
in a natural and organic way.
For example, Nike's sponsorship of the US Women's National Soccer
Team created a strong association between the brand and the team's
success, generating brand awareness and loyalty among soccer fans.

75. Conclusion
Overall, creative strategies in advertising, sales promotion, publicity,
events, and sponsorship require a deep understanding of the target
audience and the ability to develop messages and tactics that resonate
with them.
By using innovative and impactful strategies to communicate the
brand's message, organizations can create a memorable and impactful
message that drives business results.