This document provides an overview of integrated marketing communications (IMC). IMC is defined as coordinating all marketing communication tools, such as advertising, sales promotion, public relations, and digital marketing, into a cohesive program. The document discusses why IMC plans are important due to factors like increased competition and changes in consumer behavior. It also outlines the key components of an IMC plan, including situation analysis, objectives, budget, strategies, tactics, and performance evaluation.

1. Session 1
Prepared and Presented by Gaurav Misra

2. Why do we Need to Study IMC
Brand
B
 New companies are formed Brand
Brand C
on daily basis. D
Brand
N
 Brands want to cut this Brand Brand A Brand
Clutter. E
Brand H
F Brand
G
 Ways to reach potential Brand
Brand Brand
customers are increasing I
J K
continually.
Brand
Brand L
M

3. Communication Process 1. 8 mins of ads per ½ hr. of
TV or radio program.
2. Newspapers full of ads.
Sender Noise 3. Endless Billboards.
4. Websites and servers
Noise
Encoding loaded with ads.
Transmission Noise
Device
Noise
Decoding
Feedback Noise Receiver
Communication can be defined as transmitting, receiving, and
processing information.

4. Integrated Marketing Communications
Definition
Integrated Marketing Communications is the co-ordination and
integration of all marketing communications tools, avenues and
sources within a company into a seamless program that
maximizes the impact on consumers and other end users
at a minimal cost.

5. Component of Promotion
Product Price Promotion Place
Advertising Sales Promotion Personal Selling
Database Direct Sponsorship Internet Public
Marketing Marketing Marketing Marketing Relations

6. Basis of Integrated Marketing Communication Plan
 Situation Analysis
 Analyzing internal and external environment of organiza
tion.
 Marketing Objectives
 Higher sales, increase in market share, desired customer
action
 Marketing Budget
 Marketing Strategies
 STP, Marketing Mix
 Marketing Tactics
 Day to day activities necessary to support marketing stra
tegies
 Evaluation of Performance

7. IMC Components
Integration Tools
IMC for Small
Businesses and Evaluating
Entrepreneurial an IM
Internet
Ventures program
Marketing
Personal Public
Selling, Relations and
Trade Consumer Database Sponsorship
Promotional Tools
Promotion Promotion Marketing, Program
and CRM
Advertising Design: Advertising Design:
Advertising Theoretical Message Strategies Advertising Media Advertising Tools
Management Frameworks, and and Execution Selection
Type appeal Frameworks
Corporate
Image and Buyer Behavior
Promotion Foundation
Brand Opportunity Analysis
Management

8. Why IMC Plan so Important
 Development of Information Technology
 Changes in Channel Power
 Increase in Competition
 Maturing Markets
 Brand Parity
 Integration of Information by Consumers
 Decline in Effectiveness of Mass Media Advertising
Problem with TVC

9. GIMC
Approaches
 Standardization
 Adaptation
Golden Rule “Market Globally, but act locally”.

10. Assignment 1.
 Define Clutter. Name some of the forms of clutter in Marketing
Communications.
 What is Channel Power? How has it changed in the past few dec
ades.
 Ron Jon Surf Shop (www.ronjons.com) is the best known retail s
tore brand for Ocean gear in Florida. In Hawaii the dominant n
ame is Hilo Hattie (www.hilohattie.com) compare both websites
and find out if both websites have common theme? Which is mo
re attractive site? Why?
Due for submission on Monday 26th Nov, 2012

11. Putting on your Thinking Cap
Pick up an advertisement (TV commercial/print ad) and analyze it on follo
wing factors.
 What are the key message(s) communicated in the advertisement?
 Was this ad effective in convincing you to use the product? Why?
 Did you learn from the ad? Did it provide factual information or evoke a
n emotional response?
 What action does this ad tell readers to take?
 Would this ad be offensive or demeaning? If yes, why and to whom?
 What is the brand personality?
 Rate the ad on a scale of 1 to 10 in regards to overall composition of th
e ad (1 poor to 10 terrific) Is the ad award worthy? Why?

12. Viewer Activities During TV Commercials
Eating and
Drinking
Others
16%
35%
Bathroom Breaks
14%
Child Care
13%
Pets Care
5%
Relaxing
Food & Drink Prep
6%
11%
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