Integrated Marketing Communication its components Function IMC planning

1. Integrated Marketing
Communication
Chapter 01
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.