The document introduces the concept of integrated marketing communications (IMC) and examines how it has evolved in response to changes in the marketing environment. It discusses how IMC involves coordinating various promotional elements and marketing activities to ensure customers receive a consistent message. The document also introduces a model for IMC planning that includes situation analysis, objectives, strategy/program, implementation, and evaluation.

1. To examine the promotional function and the growing importance
of advertising and other promotional elements
To introduce the concept of IMC and consider how it has
evolved
To introduce the various elements of the promotional mix
To examine how various marketing, promotional elements
must be communicated effectively
To introduce a model of the IMC planning process and examine
the steps in developing a marketing communications program.

2. Integration of advertising
Different approach adopted efforts with a variety of
to marketing other communication
techniques
The fragmentation of mass
Recognition of the idea that markets, the explosion of
communication tools are new technologies, the rapid
most effective when they growth of the Internet and
are coordinated with other electronic commerce have
elements of the marketing changed the marketing
program approach
Increasing expenditure on
Advertising and promotion
marketing reflect an
integral part of social and
increasing importance of
economic systems
marketing function

3. Increase of advertising expenditure exponentially
Focus on relationship marketing rather than mere selling
Superior customer value desired by customers
Advances in information technology, along with flexible
manufacturing systems and new marketing processes, have led
to mass customization
Quality
During 1980’s, companies began moving towards IMC
Marketing
IMC involves coordinating the various promotional elements
and other marketing activities that communicate with a firm’s
customers Customer
Relationship
IMC used as way to coordinate and manage their marketing
communications programs to ensure that they give customers
a consistent message

4. Immense value in strategically integrating the various
communications functions rather than having them
operate autonomously
Reflection of an adaptation by marketers to a
changing environment, particularly with respect to
consumers, technology and media
Traditional media becoming more fragmented and
reaching smaller and more selective audiences
Consumers being turned off by advertising and tired
of being bombarded with sales messages
A shifting of marketing dollars from media advertising
to other forms of promotion, particularly consumer-
and trade-oriented sales promotions

5. Recognition of fact that in the modern world of marketing there
are many different opportunities and methods for contacting
current and prospective customers to provide them with
information about a company and/or brands
Challenge is to understand how to use the various IMC tools to
make such contacts and deliver the branding message effectively
and efficiently
Each element of the promotional mix is viewed as an integrated
marketing communications tool that plays a distinctive role in an
IMC program

6. A detailed situation analysis that consists of an internal
marketing audit and review and an external analysis of
the market competition and environmental factors.
Specific marketing objectives that provide direction, a
time frame for marketing activities, and a mechanism for
measuring performance.
A marketing strategy and program that include selection
of target market(s) and decisions and plans for the four
elements of the marketing mix.
A program for implementing the marketing
strategy, including determining specific tasks to be
performed and responsibilities.
A process for monitoring and evaluating performance
and providing feedback for having proper control