The document outlines various integrated marketing communication (IMC) tools such as advertising, direct marketing, sales promotion, publicity, and personal selling, discussing their advantages and disadvantages. It highlights the importance of each tool in reaching target audiences, generating responses, and enhancing sales efforts. The content is intended for educational purposes at the Trinity Institute of Professional Studies in New Delhi.

1. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Affiliated Institution of G.G.S.IP.U, Delhi
Disclaimer: All content of this Presentation are for classroom Teaching & learning only, not to be used for any other purpose.
IMC
Dr.Jaspreet Kaur
Associate professor(TIPS)

2. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
IMC Communication Tools
IMC Communication Tools
Advertising
Direct
Marketing
Interactive/
Internet Marketing
Sales
Promotion
Publicity/Public
Relations
Personal
Selling

3. Advertising is a form of paid form of nonpersonal communication
about a product, or service produced by an identified sponsor.
Advertising
• Disadvantages of advertising
– High costs of producing an
advertising
– Consumer skepticism
– Clutter effects the brand
recognition
– Effectiveness cannot be
determined
• Advantages of advertising
– Sender controls the message
– Cost effective as it caters to
large audiences
– Creates brand images and
symbolic appeals

4. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Classifications of Advertising
• Consumer Markets advertisements
• National advertising
• Retail advertising
• Advertising to increase demand
– Primary demand
– Selective demand
Business & professional advertising
•B to B advertising
•Professional advertising
•Trade advertising

5. Direct Marketing by which organizations communicate directly
with target customers to generate a response and/or a
transaction.
Direct Marketing
• Disadvantages of direct marketing
• Lack of customer receptivity
• Clutter (too many messages)
• Image problems
Advantages of direct marketing
• Consumers are more receptive
• Marketers can target specific
segments of customers
• Messages can be customized
• Effectiveness can be measured

6. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Direct Marketing
• Direct marketing methods
–Catalogs
–Direct mail
–Telemarketing
–Direct response ads
–Internet
–Direct selling

7. They are temporary Marketing activities which provide extra
incentives to the sales force, or consumers to stimulate immediate
sales.
Sales Promotion
• Trade-oriented
– Targeted toward trade
intermediaries like retailers,
wholesalers, or distributors
• Price deals
• Promotion allowances
• Merchandise allowances
• Sales contests
• Trade shows
• Consumer-oriented
– Targeted to the consumers of
a product or service
• Premiums
• Rebates
• Coupons
• Sampling
• Contests
• Sweepstakes
• POP materials

8. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Sales Promotion Uses
• Introduce new products
• Increases sales
• Attract new customers
• Combat competition
• Inventories
• Enhance personal selling efforts

9. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Publicity
• Advantages of publicity
– High Credibility
– Low cost
– Spreads with word-of-mouth
• Disadvantages of publicity
– Not under control of organization
– Could turn out to be negative
It is a Nonpersonal communication of a product, or service
not directly paid for or run under identified sponsorship.

10. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Publicity Vehicles
• News Releases:
– News stories which can be printed or
broadcasted
• Feature Articles:
– Larger manuscripts for a specific medium.
• Press Conferences:
– Meetings and presentations for reporters and
editors.
• Special Events:
– Sponsorship of events and public programs

11. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Public Relations
• Tools used by Public Relations are
 Publicity
 Community activity participation
 Fund-raising
 Special publications
 Special event sponsorship
This form of communication evaluates public attitudes, policies
and procedures of an individual or organization with the public
interest in order to form a good public image

12. Direct face to face communication where a seller attempts to
assist and persuade perspective buyers to purchase a product or
service.
Personal Selling
• Disadvantages of personal selling
– High costs per contact
– Difficult to be consistent and uniform
message delivered to all customers
• Advantages of personal selling
– Direct contact among buyer and seller
– Customized sales message to specific
customers
– One can get immediate feedback
– Marketing can be targeted to specific
markets who are best prospects.

13. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75