Integrated Marketing Communications (IMC) coordinates a brand's various marketing elements to create synergy. Key features of IMC include starting with customers, using relevant contact methods, speaking with one voice, building relationships, and affecting behavior. While IMC provides benefits, obstacles to implementation include lack of skills, mass media being easier than direct marketing, and ensuring consistent execution across tools.

1. Integrated Marketing
Communications

2. Elements of Marketing Communications
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3. Marketing Communications at the
Brand Level
A well-known and
This is the key respected brand is
means for an invaluable asset
differentiating one
company’s offering
from another’s
A successful brand can
create barriers to entry for
competitors
Brand 3

4. Integrated Marketing Communications (IMC)
The philosophy and practice of
carefully coordinating a brand’s
sundry marketing
communication elements.
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5. The Meaning of Synergy
• The payoff from IMC is that brand
managers achieve
– The integration of multiple communication
tools and media yield more positive
communication results than the tools used
individually
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6. Five Key Features of IMC
1. Start with the customer or prospect.
2. Use any form of relevant contact.
3. Achieve synergy (speak with a
single voice).
4. Build relationships.
5. Affect behavior.
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7. Changes in
Marketing Communication Practices
• Reduced dependence on mass media
advertising.
• Increased reliance on highly targeted
communication methods.
• Heightened demands on suppliers.
• Increased efforts to assess communications’
return on investment.
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8. Obstacles to Implementing IMC
• Few providers have the skills required
to execute.
• Mass media campaigns easier than
Direct-to-Customer.
• The real challenge is to make sure
that tools are consistently executed.
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9. Making Brand-Level Marcom Decisions
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10. Making Fundamental Marcom
Decisions
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11. A Concluding Mantra: All Marketing
Communications Should Be…
Directed To A Particular
Target Market
Clearly Positioned Created To Achieve
a Specific Objective
Undertaken To Accomplish
The Objective Within Budget
Constraint
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12. Marcom Implementation Decisions
• Mixing elements
• Creating messages
• Selecting media
• Establishing momentum
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13. MarCom Outcomes
Outcomes
Enhancing Brand Equity Affecting Behavior
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14. Program Evaluation
Program Evaluation
• Measuring Results
• Providing Feedback
•Taking Corrective
Action
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