integrated marketing communication

1. Integrated Marketing
Communication (IMC)

2. Integrated Marketing Communication (IMC)
 Integrated Marketing Communication refers to the process of coordinating and
integrating various marketing communication tools, channels, and messages to
deliver a unified and consistent brand image and message to the target
audience.
 The purpose of IMC is to present a cohesive and compelling brand identity,
fostering a stronger connection with consumers and increasing the
effectiveness of marketing efforts.
 The goal Integrated marketing communication is to enables all aspects of
marketing mix to work together in harmony to promote a particular product or
service effectively among end-users.

3. Coca-Cola maintains a consistent brand image with its iconic red and white logo, and its marketing campaigns
consistently promote happiness, joy, and sharing moment.
How Coca-Cola employs IMC to maintain its brand presence and engage with
consumers:

4. How Coca-Cola employs IMC to maintain its brand
presence and engage with consumers:
• Consistent Brand Identity The consistency helps reinforce the brand's image and values, making it
more memorable and recognizable to the target audience
• Multichannel Advertising: Coca-Cola uses various advertising channels, such as television, print,
billboards, and digital platforms, to reach a diverse audience
• Social Media Engagement: Runs hashtag campaigns to foster community engagement.
• Sponsorships and Events: Coca-Cola sponsors major events and sports tournaments worldwide,
such as the FIFA World Cup and the Olympics
• Product Placement and Partnerships: Coca-Cola strategically places its products in movies, TV
shows, and other media, making it an integral part of popular culture.
• Personalized Marketing
• Mobile Marketing

5. Share a Coke" Campaign

7. Advertising:
 Advertising is a form of communication that aims to promote a product, service, idea,
or brand to a target audience.
 It is a crucial element of marketing and plays a significant role in creating awareness,
influencing purchasing decisions, and building brand recognition and loyalty.
 Advertising is conducted through various media channels, both traditional and digital,
and involves paid promotional messages intended to reach a specific audience
 Traditional Media: TV, radio, newspapers, magazines, billboards
• Digital Media: Online platforms such as websites, social media, search engines, email,
and mobile apps

8. Dove's "Real Beauty" Campaign
Dove launched its "Real Beauty" campaign, challenging conventional beauty standards and
promoting body positivity.

10. Differentiation:
Differentiation:
Differentiation

11. Personal Selling: This refers to face-to-face interaction between sales representatives and potential customers. Personal
selling is especially important for high-value or complex products where personalized communication is necessary to
address customer needs and objections
• Real Estate Sales: Real estate agents engage in personal selling to assist buyers in finding properties that meet
their specific requirements. The agent showcases different properties, provides information about the
neighborhood, and guides buyers through the purchasing process.
• Automobile Sales: Car sales representatives work directly with potential buyers in showrooms, providing
information about various car models, features, financing options, and conducting test drives to persuade
customers to purchase a vehicle.
• Insurance Sales: Insurance agents use personal selling to educate potential policyholders about different
insurance plans, coverage options, and benefits. They assess the client's needs and recommend suitable
insurance policies.
• High-End Luxury Products: Sales representatives in luxury retail engage in personal selling to create
personalized shopping experiences for customers seeking high-end products like luxury watches, designer
clothing, and high-value jewellery.

12. Public Relations (PR): PR involves managing and enhancing the relationship between a company and its target
audience. It includes activities such as media relations, press releases, sponsorships, and events to create a
positive image for the company.
• Public relations (PR) is a strategic communication practice aimed at managing and shaping a company's
image, reputation, and relationships with various stakeholders, including customers, employees, investors,
media, government, and the public
Public Relations Strategies:
1. Press Release: a well-crafted press release about the upcoming smartphone launch.
2. Media Outreach: reaches out to journalists, tech bloggers, and influencers in the tech industry, The PR
team arrange interviews.
3. Product Review units: influential tech reviewers and media outlets
4. Launch Event: inviting media representatives, industry experts, and key stakeholders
5. Social Media Engagement: creates buzz posting teasers, behind-the-scenes content, and countdowns to the
product launch
6. Crisis Management:

13. Sales Promotion
Sales promotion activities are short-term incentives designed to stimulate immediate sales. Examples include discounts,
coupons, free samples, contests, and loyalty programs.
1. Discounts: Offering price reductions is one of the most common sales promotion techniques. For example, a retail
store might offer a "50% off" sale on selected items or provide a "buy one, get one free" offer.
2. Coupons: Companies distribute coupons that customers can redeem for discounts on products or services. Coupons
can be delivered through mail, email, newspapers, or digital platforms.
3. Limited-Time Offers: Creating a sense of urgency, companies use limited-time offers to encourage quick action. For
instance, a restaurant might offer a special discounted meal deal during lunchtime or happy hour.
4 Loyalty Programs: Rewarding repeat customers, loyalty programs offer points or discounts based on customer
purchases. Accumulated points can be redeemed for future discounts or rewards.
8. Buy One, Get One (BOGO): BOGO promotions offer an additional product or service for free or at a reduced price
when customers purchase a specified item.

14. 5. Direct Marketing: This involves direct communication with potential customers through various
channels, including email, direct mail, telemarketing, and SMS. Direct marketing allows for personalized
communication and targeted offers.
8. Sponsorships and Events
• Sponsorship is a marketing strategy and financial arrangement in which a company, organization, or
individual provides support, resources, or funds to another entity, such as an event, sports team, charity,
individual athlete, or cultural initiative.
• In return for the support, the sponsor receives various benefits, such as brand exposure, promotional
opportunities, or association with the sponsored entity.
• This can include sponsoring sports events, concerts, conferences, or community activities.

15. Digital Marketing
• Digital marketing encompasses various online channels such as social
media, search engine optimization (SEO), content marketing, email
marketing, Influencer marketing and online advertising. It allows
companies to reach a wider audience and engage with customers in
real-time

16. Role of Integrated marketing communication
1. Consistent brand messaging IMC emphasizes the importance of maintaining a consistent
message and brand identity across all marketing communication channels and touchpoints. This
consistency helps reinforce the brand's image and values, making it more memorable and
recognizable to the target audience
i. Nike is known for creating high-quality, performance-driven athletic footwear, apparel, and
equipment
ii. Amazon: USP: "Earth's Biggest Selection" and "Fast, Free Shipping“. They
emphasize convenience, affordability, and a seamless online shopping
experience.
iii. Netflix: USP: "Watch Anywhere, Cancel Anytime“ is about providing on-
demand streaming of a vast library of TV shows, movies, and original content.
They offer the flexibility for users to watch content on multiple devices and
cancel their subscription at any time without commitment.
2. Coordinating marketing efforts
3. Customer-Centric Approach: IMC puts the target audience at the center of the marketing strategy.
It focuses on understanding customer needs, preferences, and behaviors, and tailors messages and
content to resonate with the audience effectively.

17. Role of Integrated marketing
communication
• Two-Way Communication: Nike's "Just Do It" campaign leverages social media to
encourage customers to share their fitness journey and accomplishments,
promoting a sense of community and brand loyalty
• Utilization of Multiple Channels: Adidas uses a combination of TV commercials,
sponsored sports events, social media campaigns, and influencer marketing to
promote its athletic products to a diverse audience.
• Enhanced Brand Image and Recall” BMW's brand positioning as a luxury and
performance-oriented carmaker is reflected in its advertising, website design,
showroom experience, and even the packaging of its accessories.
• Building Brand Equity

18. Steps Involved In Framing Integrated
Marketing Communication
 Identify target audience
 Determine objectives
 Design the message
 Select communication channels
 Establish communications budget
 Promotion Mix decision
 Implementation of promotion mix
 Follow up:

19. 1. Identifying the Target Audience
• Identifying target audience involves a systematic approach that includes market research,
data analysis, and creating buyer personas.
• Step 1: Market Research
• Step 2: Analyse Current Customer Base (if applicable)
• Step 3: Create Buyer Personas(Based on the research, create detailed buyer personas representing different segments of the
target audience)
• Step 4: Identify Needs and Pain Points
• Step 5: Utilize Analytics
• Step 6: Focus on Segmentation (Consider segmenting the target audience further based on factors like athletic
level, shoe size range, and specific sports activities)
• Step 7: Test and Refine

20. 2. Determine objectives
• There are different communication objectives like increase in sales, brand
image, goodwill and expansion of a business. Thus, the seller has to evaluate
all these objectives and select the one which he intends to achieve.
• Models of consumer-response stages are
– AIDA model
– Hierarchy-of-effects model
– Innovation-adoption model
– Communications model
• The models assume that buyers pass through these stages:
– Cognitive stage
– Affective stage
– Behavior stage

21. Design the message
• The communicator turns to developing an effective message. Ideally, the message
should get Attention, hold interest, arouse Desire and obtain Action (a framework
known as the AIDA model).
• The marketing communicator must decide what to say & how to say it, who
should say it. Thus the communicator should focus more on message content,
message format and message structure.
Message Content
• The communicator has to figure out an Appeal or theme that will produce the
desired response.

22. 3. Design the Message

23. Rational Appeal
• Rational appeals relate to the audience's self-interest. They emphasize the functional benefits —
better performance, higher quality, outstanding economy or value - of the product.
• Key characteristics of a rational appeal in advertising include:
1. Factual Information: This may include specifications, statistics, scientific evidence, or
testimonials that support the product's claims.
2. Benefits and Features: The advertisement highlights the specific benefits and unique
features, emphasizing how it can meet the consumer's needs and solve their problems.
3. Comparison with Competitors: Rational appeals may involve comparing the product's
attributes to competitors, demonstrating its superiority or distinct advantages.
4. Problem-Solution Approach: The ad identifies a problem or need that consumers might
have and presents the advertised product as the ideal solution.
5. Targeting Informed Consumers: This appeal is particularly effective for consumers who
engage in thorough research and decision-making before making a purchase.

27. Emotional appeal
 Message appeals that attempt to stir up negative or positive emotions that motivate to purchase
 These include fear, guilt and shame appeals that get people to do things they should (brush their teeth) or
to stop doing things they shouldn't (smoke, drink too much, eat fatty foods).
Key characteristics
1. Eliciting Emotions: Emotional appeal seeks to evoke a range of emotions such as happiness, joy,
excitement, nostalgia, fear, sadness, or even empathy.
2. Storytelling and Narrative: Employ storytelling techniques to engage consumers on an emotional level.
Brands use narratives that resonate with the audience's values, beliefs, or life experiences to build a
connection with the product or brand.
3. Less Focused on Product Specifications: Unlike rational appeal, emotional appeal may not heavily
emphasize product features or technical details. Instead, it focuses on the emotional benefits and
experiences associated with using the product.
4. Use of Imagery and Music: Visuals and music play a crucial role in emotional appeal. The advertisement's
imagery and music are carefully chosen to complement the intended emotions and evoke a powerful
emotional response.

33. Moral appeals
• Message appeals that are directed to the audience's sense of what is right and proper
• Moral appeals are commonly used in advertising, public service announcements, and advocacy
campaigns to encourage people to make ethical choices or support a cause based on moral
considerations.
• An Advocacy advertisement, a type of advertising that aims to promote a particular cause, idea,
or social issue rather than selling a specific product or service. The primary goal of advocacy
advertising is to raise awareness, influence public opinion, and encourage action or support for a
particular cause or viewpoint.
 Social awakening and justice.
 Cleaner and safe environment.
 Equal rights for women.
 Prohibition of drugs and intoxication.
 Adult literacy.
 Anti-smuggling and hoarding.
 Protection of consumer rights and awakening.

34. Nike's "Dream Crazier" commercial, the company used a moral appeal to challenge gender stereotypes in
sports and empower female athletes. The ad features powerful female athletes like Serena Williams, Simone
Biles,

37. Selecting the Message Source
• Studies show that the message's impact on the target audience is also
affected by how the audience views the communicator.
• The credibility and attractiveness of the message source - the
company, the brand name, the spokesperson for the brand or the
actor in the ad who endorses the product - must therefore be
considered.
• Messages delivered by highly credible sources are more persuasive.
• Pharmaceutical firms want doctors to talk about their products'
benefits because doctors rank high on expertise in their field, so they
have high credibility

38. Lux - The Beauty Soap of Film Stars

39. Manyavar is known for its heartwarming and emotional advertisements that often revolve around the themes of love,
weddings, and family celebrations.

40. 4. Choosing Media
• Personal Communication Channels: In personal Communication channels, two or
more people communicate directly with each other. They might communicate
face-to-face, over the telephone, through the mail or even through an internet
chat. Personal Communication channels are effective because they are allowed
for personal addressing the feedback.
• Non-Personal Communication Channels: Non personal communication channels
include media at most yearend events. Media consists of:
• 1. Print media -newspapers, magazines, direct mail etc.
• 2. Broadcast media-radio, television etc.
• 3. Electronic media-audiotapes, videotapes, CD-ROM, web page etc.

41. 5. Establish Communications Budget
1. Percentage of Sales Budget:
• The Percentage of Sales Method is a budgeting approach used by
businesses to determine the amount of money they allocate to
advertising based on a fixed percentage of their projected or
historical sales revenue.
• The method assumes that advertising spending should be directly
related to the level of sales, with the idea that higher sales warrant a
higher advertising budget.
• Advertising Budget = Percentage of Sales x Sales Revenue

42. 2. Objective and Task Budget:
• This budgeting method involves setting advertising objectives and
identifying specific tasks needed to achieve those objectives. The
budget is then allocated based on the estimated costs of executing
these tasks. It is a more strategic approach that ties the budget
directly to the desired outcomes and activities.
• Advertising Budget = Sum of Task Costs

43. 3. Competitive Parity Budget
• In this approach, companies set their advertising budgets to match or be on par
with their competitors' spending. The idea behind this approach is to match or keep pace
with the spending of competitors to avoid losing market share or falling behind in terms of brand
awareness and customer acquisition.
• Depending solely on what competitors are doing may lead to missed opportunities for innovation
and differentiation.
• Sometimes, a company may need to invest more in marketing to create a competitive advantage
or to capture new market segments.
4. Affordable Budget
• An affordable budget is determined based on what the company can afford to
spend on advertising after accounting for other expenses and profits.
• This approach may not consider specific marketing objectives but is limited to
what the company's financial resources allow.

44. 6. Setting the Promotion Mix
Advertising
Public, pervasive, expressive, impersonal
Sales promotion
Communication, incentive, invitation
Public relations and publicity
Credibility, surprise, dramatization

45. 6. Setting the Promotion Mix
Personal Selling Personal
confrontation, cultivation, response
Direct Marketing Nonpublic,
customized, up-to-date, interactive

46. 7. Implementation of promotion mix: The marketer then makes
an arrangement to implement the communication mix. The seller
has to select the right media in order to put across the promotion
message.
8. Follow up: Here the advertiser has to review the performance in
terms of sales and purchase. If the performance is as per
communication objectives there is nothing to worry. On the other
hand if the performance falls below the communication objectives
then certain corrective step have to be taken.