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INTEGRATED MARKETING COMMUNICATIONS (IMC)

Integrated marketing communications (IMC) involves strategically integrating multiple communication channels to send a consistent message to target markets. IMC must be shaped by an understanding of consumer behavior and economic and retail trends. The communication process involves encoding a message, transmitting it through a channel, decoding it, and providing feedback. Advertising is a form of paid communication through non-personal media used to inform, persuade, or remind target customers about products, brands, or causes.

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FOURTH P: PROMOTION
• It is the strategic integration of multiple means of communicating with target markets to form a comprehensive and consistent message. • IMC is an important factor in shaping marketing strategy side by side with the firm’s understanding and grasps of consumer behavior and lifestyle trends, economic trends, evolving new retail formats. INTEGRATED MARKETING COMMUNICATIONS (IMC)
COMMUNICATION = is the verbal or nonverbal transmission of information from someone wanting to express an idea and to another who is expected or expecting to get that idea. 1. ENCODING THE MESSAGE - Encoding is the process of translating the idea to be communicated into a symbolic message consisting of words, pictures, numbers, gestures, etc. 2. TRANSMITTING THE MESSAGE THROUGH A CHANNEL - Once the sender has created the message by encoding it Into a transmittable form, it must be sent through a channel of communication such as a magazine or any other medium. THE COMMUNICATION PROCESS
3. DECODING THE MESSAGE - Once the message has been transmitted through some Communication channel, the symbols are decoded or given by the receiver. - DECODING is the mental process by which the receiver Interprets the meaning of the message. 4. FEEDBACK - The receiver’s response to the source of the message is called feedback. - The response could be nonverbal like smiling while watching an ad, verbal like telling a friend, etc. THE COMMUNICATION PROCESS
THE MARKETING COMMUNICATIONS PROCESS
ADVERTISING – is a persuasive message carried by a non- personal medium and paid for by an identified sponsor. Four Features of Advertisements 1. A verbal and/or visual message 2. A sponsor who is identified 3. Delivery through one or more media 4. Payment by the sponsor to the media carrying the message Advertising Objectives 1. TO INFORM target customers about: a. New product d. New users b. Product function e. New distribution c. Correct usage f. Price adjustment INTEGRATED MARKETING COMMUNICATIONS - ADVERTISING
2. TO PERSUADE target customers about: a. Brand preference b. Brand switching c. Urgency to buy new d. Action to be taken (like phone inquiry) 3. TO REMIND target customers about: a. Product’s features and benefits b. Reassure them that they are making the right decision INTEGRATED MARKETING COMMUNICATIONS - ADVERTISING
ADVERTISING PURPOSES 1. BRAND ADVERTISING – aims to stimulate demand for a particular brand. 2. INSTITUTIONAL ADVERTISING – aims to develop goodwill for a company or industry. 3. CLASSIFIED ADVERTISING – aims to inform prospects regarding opportunities such as buy and sell, events and employment. 4. PROMOTIONAL ADVERTISING – aims to inform prospects about promotional activities such as a special sale. 5. ADVOCACY ADVERTISING –aims to convince audiences regarding a particular cause. INTEGRATED MARKETING COMMUNICATIONS - ADVERTISING
ADVERTISING EXECUTION INTEGRATED MARKETING COMMUNICATIONS - ADVERTISING
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