The document discusses integrated marketing communication (IMC) and its use for Marcom, a marketing organization. IMC involves managing and integrating different marketing communication elements like advertising, public relations, sales promotions, and digital solutions to ensure they convey a unified message. It is important for IMC to understand customer communication usage patterns and needs in order to use appropriate communication channels. The goals of IMC include creating awareness, changing attitudes and behaviors, and moving people to action. When implementing IMC, Marcom focuses on targeted communications, assessing return on investment, and reducing reliance on mass media advertising to build brand equity.

1. A marketing tool for Marcom – PR and Advertising Integrated Marketing Communication

5. In IMC all communication elements should convey the same, unified message, otherwise consumers will be confused

6. Expected output from the use of IMC awareness or attitude changes behavioral changes move people to action

7. Marcom Practice & The IMC Thrust Increased reliance on highly targeted communications methods Expanded efforts to assess return on investment Reduced Dependence in Mass-Media Advertising

8. Brand Knowledge Brand Awareness Brand Image Brand Recognition Brand Recall Types of Association Favorability Strength Uniqueness Associations Attributes Benefits Attitude MARCOM – Enhancing Brand Equity

9. Brand Equity A brand possesses equity to the extent that consumers are familiar with the brand and have stored in memory favorable, strong, and unique brand associations Brand Image Brand Awareness

10. Determining the Strategy Market Objectives Nature of product Life cycle stage Competative stage of market Budget Push vs/ Pull