SlideShare a Scribd company logo
Integrated Marketing
  Communications




           Courtesy:
                       Abhishek Sharma
                       PGDMM
                       Gujarat University
                                            1
Kotler on Marketing:

Integrated marketing
communications is a way of looking
at the whole marketing process from
the viewpoint of the customer.
4A’s on Marketing
   American Association of Advertising Agencies (the
   “4As”):

 A concept of marketing communications planning
  that recognizes the added value of a comprehensive
  plan that evaluates the strategic roles of a variety of
  communication disciplines— for example, general
  advertising, direct response, sales promotion, and
  public relations—and combines these disciplines to
  provide clarity, consistency, and maximum
  communications impact.

                                                            3
Evolution of IMC
• During the 1980s, many companies came to
  see the need for more of a strategic
  integration of their promotional tools
• To coordinate the use of a variety of
  promotional tools rather than relying primarily
  on media advertising
• IMC offers one-stop shopping for all their
  clients’ promotional needs.

                                                4
Relevance of IMC
 Better synergy among various promotional functions.
 Companies can avoid duplication.
 To maximize the return on its investment in
  marketing and promotion
 Changes in the Target Group (Customers)
 New Technological Advancements


                                                        5
Factors responsible for Rapid Growth
               of IMC
 Allocation of funds from media advertising to other forms of

   promotion, particularly consumer- and trade-oriented sales

   promotions.

 A shift from traditional ways of relying on advertising-

   focused approaches.

 A shift in marketplace power from manufacturers to
                                                                 6
   retailers.
Factors responsible for Rapid Growth
           of IMC (Contd)
 The rapid growth and development of database

   marketing.

 Demands for greater accountability from advertising

   agencies and changes in the way agencies are

   compensated.

 The phenomenal rise of the Internet.

                                                        7
The Role of IMC in Branding

• People don’t buy products, they buy brands…

• Brand Equity & Brand Identity

• Edge to the companies in the Cut throat

  Competition

• Direct connect with the end customer
                                                8
The Promotional Mix: The Tools for
             IMC




                                     9
Promotion
  Communication by marketers
  that informs, persuades, and
  reminds potential buyers of a
  product in order to influence an
  opinion or elicit a response.




                                10
Promotional Strategy / Promotional
               Mix
              A plan for the optimal use of the
              elements of promotional mix:
              Advertising

              Direct Marketing

              Publicity / Public Relations

              Personal Selling

              Sales Promotion
Advertising

   Impersonal, one-way
   mass communication
   about a product or organization
   that is
   paid for by a marketer.
Advertising Media

Traditional             Electronic
Advertising Media       Advertising Media

   Television          Internet
   Radio               Computer modems
   Newspapers          Fax machines
   Magazines
   Books
   Direct mail
   Billboards
   Transit cards
Public Relations
     The marketing function that
     evaluates public
     attitudes, identifies areas within
     the organization that the public
     may be interested in, and
     executes a program of action to
     earn public understanding and
     acceptance.
Public Relations

                   Functions of
                   Public Relations


Evaluates public                           Executes programs
attitudes                                  to “win” public
                      Identifies areas
                      of public interest


                                                           15
Publicity

  Public information about a
  company, good, or service
  appearing in the mass media as a
  news item.




                                16
Sales Promotion

     Marketing activities--other than
     personal selling, advertising, and
     public relations--that stimulate
     consumer buying and
     dealer effectiveness.




                                     17
Sales Promotion

            Sales Promotion
            Targets


End                             Company
Consumers                       Employees

              Trade Customers


                                            18
Sales Promotion
     Free samples

           Contests

                Premiums

                      Trade Shows
Popular Tools
for                        Vacation Giveaways
Consumer Sales
Promotion                           Coupons
                                                19
Personal Selling

     Planned presentation to
     one or more prospective buyers
     for the purpose
     of making a sale.




                                  20
Elements of Promotional Mix in a
 Nutshell
Advertising     Sales          Public        Personal       Direct
                Promotion      Relations     Selling        Marketing
Print and       Contests,      Press kits    Sales          Catalogs
broadcast ads   games,                       presentation
                sweepstakes,
                lotteries
Packaging-      Premiums and   Speeches      Sales          Mailings
outer           gifts                        meetings

Packaging       Sampling       Seminars      Incentive      Telemarketing
inserts                                      programs

Motion          Fairs and      Annual reports Samples       Electronic
pictures        trade shows                                 shopping
Communication

    The process by which we
    exchange or share
    meanings through a common set
    of symbols.




                               22
Marketing Communication

       Categories of
       Communication




Interpersonal          Mass
Communication          Communication




                                       23
The Communication Process

  As Senders       As Receivers

Inform         Develop messages

Persuade       Adapt messages

Remind         Spot new
                 communication
                 opportunities


                                    24
The Sender and Encoding


               The originator of the message in the
Sender
              communication process.


           The conversion of a sender’s ideas and
Encoding   thoughts into a message, usually in the form
           of words or signs.




                                                      25
The Communication Process
                      Noise



           Encoding   Message   Decoding
Sender                                     Receiver
           Message    Channel   Message




                      Message
                      Channel
                                                  26
The AIDA Concept

     Model that outlines the process
     for achieving promotional goals in
     terms of stages of consumer
     involvement with the message.




                                    27
The AIDA Concept

     Action
     Desire

     Interest

    Attention
                   28
Factors Affecting the
             Promotional Mix
     Nature of Product

          Stage in PLC

               Target Market Factors

Factors             Type of Buying Decision
Affecting
Choice of                Promotion Funds
Promotional Mix

                                              29
Integrated Marketing
  Communications
       A method of carefully
       coordinating all promotional
       activities to produce a
       consistent, unified message that
       is customer focused.




                                     30
Thank You.




             31

More Related Content

What's hot

Chap17 Public Relations, Publicity, And Corporate Advertising
Chap17 Public Relations, Publicity, And Corporate AdvertisingChap17 Public Relations, Publicity, And Corporate Advertising
Chap17 Public Relations, Publicity, And Corporate Advertising
Phoenix media & event
 
Integrated Marketing Communications
Integrated Marketing CommunicationsIntegrated Marketing Communications
Integrated Marketing Communications
Davidt123
 
Chap01 An Introduction To Integrated Marketing Communications
Chap01  An Introduction To Integrated Marketing CommunicationsChap01  An Introduction To Integrated Marketing Communications
Chap01 An Introduction To Integrated Marketing Communications
Phoenix media & event
 
Integrated marketing communication
Integrated marketing communicationIntegrated marketing communication
Integrated marketing communication
FCB Brandfirst Nigeria
 
Selection of channel partners
Selection of channel partnersSelection of channel partners
Selection of channel partners
Kritika Ohri
 
Channel Relationship
Channel RelationshipChannel Relationship
Channel Relationship
Jigar mehta
 
Introduction to advertising & integrated marketing communication
Introduction to advertising & integrated marketing communicationIntroduction to advertising & integrated marketing communication
Introduction to advertising & integrated marketing communication
Nijaz N
 
Dagmar Approach
Dagmar ApproachDagmar Approach
Dagmar Approach
Karthik Shakthi
 
Advertising & Sales Promotion - IMC
Advertising & Sales Promotion - IMCAdvertising & Sales Promotion - IMC
Advertising & Sales Promotion - IMC
Judhie Setiawan
 
Services Marketing - Pricing Services
Services Marketing - Pricing ServicesServices Marketing - Pricing Services
Services Marketing - Pricing Services
Himansu S Mahapatra
 
Sales Promotion in Marketing
Sales Promotion in MarketingSales Promotion in Marketing
Sales Promotion in Marketing
Anubha Rastogi
 
Service Encounter
Service Encounter Service Encounter
Service Encounter
NirajChaudhari23
 
Integrated Marketing Communication Strategy
Integrated Marketing Communication StrategyIntegrated Marketing Communication Strategy
Integrated Marketing Communication Strategy
Hisham Salah, MBA, PMD
 
Marketing concepts an evolution
Marketing concepts an evolutionMarketing concepts an evolution
Marketing concepts an evolution
Sundeepkbabu Babu
 
What steps are required in developing an advertising program?
What steps are required in developing an advertising program?What steps are required in developing an advertising program?
What steps are required in developing an advertising program?
Sameer Mathur
 
direct marketing
direct marketingdirect marketing
direct marketing
Peda Babu Vadiyala
 
Services distributions
Services distributionsServices distributions
Services distributions
Ankur Kumar
 
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY
 DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY
Avinash Singh
 
Chap09 Creative Strategy Implementation And Evaluation
Chap09 Creative Strategy Implementation And EvaluationChap09 Creative Strategy Implementation And Evaluation
Chap09 Creative Strategy Implementation And Evaluation
Phoenix media & event
 
Distribution management & marketing mix
Distribution management & marketing mixDistribution management & marketing mix
Distribution management & marketing mix
Scarlett Voughn
 

What's hot (20)

Chap17 Public Relations, Publicity, And Corporate Advertising
Chap17 Public Relations, Publicity, And Corporate AdvertisingChap17 Public Relations, Publicity, And Corporate Advertising
Chap17 Public Relations, Publicity, And Corporate Advertising
 
Integrated Marketing Communications
Integrated Marketing CommunicationsIntegrated Marketing Communications
Integrated Marketing Communications
 
Chap01 An Introduction To Integrated Marketing Communications
Chap01  An Introduction To Integrated Marketing CommunicationsChap01  An Introduction To Integrated Marketing Communications
Chap01 An Introduction To Integrated Marketing Communications
 
Integrated marketing communication
Integrated marketing communicationIntegrated marketing communication
Integrated marketing communication
 
Selection of channel partners
Selection of channel partnersSelection of channel partners
Selection of channel partners
 
Channel Relationship
Channel RelationshipChannel Relationship
Channel Relationship
 
Introduction to advertising & integrated marketing communication
Introduction to advertising & integrated marketing communicationIntroduction to advertising & integrated marketing communication
Introduction to advertising & integrated marketing communication
 
Dagmar Approach
Dagmar ApproachDagmar Approach
Dagmar Approach
 
Advertising & Sales Promotion - IMC
Advertising & Sales Promotion - IMCAdvertising & Sales Promotion - IMC
Advertising & Sales Promotion - IMC
 
Services Marketing - Pricing Services
Services Marketing - Pricing ServicesServices Marketing - Pricing Services
Services Marketing - Pricing Services
 
Sales Promotion in Marketing
Sales Promotion in MarketingSales Promotion in Marketing
Sales Promotion in Marketing
 
Service Encounter
Service Encounter Service Encounter
Service Encounter
 
Integrated Marketing Communication Strategy
Integrated Marketing Communication StrategyIntegrated Marketing Communication Strategy
Integrated Marketing Communication Strategy
 
Marketing concepts an evolution
Marketing concepts an evolutionMarketing concepts an evolution
Marketing concepts an evolution
 
What steps are required in developing an advertising program?
What steps are required in developing an advertising program?What steps are required in developing an advertising program?
What steps are required in developing an advertising program?
 
direct marketing
direct marketingdirect marketing
direct marketing
 
Services distributions
Services distributionsServices distributions
Services distributions
 
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY
 DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY
 
Chap09 Creative Strategy Implementation And Evaluation
Chap09 Creative Strategy Implementation And EvaluationChap09 Creative Strategy Implementation And Evaluation
Chap09 Creative Strategy Implementation And Evaluation
 
Distribution management & marketing mix
Distribution management & marketing mixDistribution management & marketing mix
Distribution management & marketing mix
 

Viewers also liked

Integrated marketing communication
Integrated marketing communicationIntegrated marketing communication
Integrated marketing communication
nikzura
 
Integrated Marketing Communication
Integrated Marketing CommunicationIntegrated Marketing Communication
Integrated Marketing Communication
singh.the.hacker
 
Setting the Right Price
Setting the Right PriceSetting the Right Price
Setting the Right Price
mandalina landy
 
Integrated marketing communications
Integrated marketing communicationsIntegrated marketing communications
Integrated marketing communications
Aftab Syed
 
The Two-Step Flow Of Communication
The Two-Step Flow Of CommunicationThe Two-Step Flow Of Communication
The Two-Step Flow Of Communication
Aiyana Cruz
 
Integrated Marketing Communication 1
Integrated Marketing Communication 1Integrated Marketing Communication 1
Integrated Marketing Communication 1
Arun Nair
 
Designing and Managing Integrated Marketing Communications
Designing and Managing Integrated Marketing CommunicationsDesigning and Managing Integrated Marketing Communications
Designing and Managing Integrated Marketing Communications
Sumit Pradhan
 
Tools of sales promotion
Tools of sales promotionTools of sales promotion
Tools of sales promotion
sumkrishna
 
IMC Planning Process
IMC Planning ProcessIMC Planning Process
IMC Planning Process
gyaanmasti
 
Sales Promotions
Sales PromotionsSales Promotions
Sales Promotions
prahladk
 
Advertising Campaign Presentation
Advertising Campaign PresentationAdvertising Campaign Presentation
Advertising Campaign Presentation
Ali Asgarr Mamode
 
The Role of Integrated Marketing Communications
The Role of Integrated Marketing CommunicationsThe Role of Integrated Marketing Communications
The Role of Integrated Marketing Communications
Asia Pacific Marketing Institute
 
Advertising campaign.ppt
Advertising campaign.pptAdvertising campaign.ppt
Advertising campaign.ppt
Gurjit
 
What is Social Media?
What is Social Media?What is Social Media?
What is Social Media?
Martafy!
 
IMC of Coca Cola
IMC of Coca ColaIMC of Coca Cola
IMC of Coca Cola
Onkar Dhongade
 
Introduction to Social Media
Introduction to Social MediaIntroduction to Social Media
Introduction to Social Media
Kelsey Ruger
 
Social Media
Social MediaSocial Media
Social Media
Alex Wong
 

Viewers also liked (17)

Integrated marketing communication
Integrated marketing communicationIntegrated marketing communication
Integrated marketing communication
 
Integrated Marketing Communication
Integrated Marketing CommunicationIntegrated Marketing Communication
Integrated Marketing Communication
 
Setting the Right Price
Setting the Right PriceSetting the Right Price
Setting the Right Price
 
Integrated marketing communications
Integrated marketing communicationsIntegrated marketing communications
Integrated marketing communications
 
The Two-Step Flow Of Communication
The Two-Step Flow Of CommunicationThe Two-Step Flow Of Communication
The Two-Step Flow Of Communication
 
Integrated Marketing Communication 1
Integrated Marketing Communication 1Integrated Marketing Communication 1
Integrated Marketing Communication 1
 
Designing and Managing Integrated Marketing Communications
Designing and Managing Integrated Marketing CommunicationsDesigning and Managing Integrated Marketing Communications
Designing and Managing Integrated Marketing Communications
 
Tools of sales promotion
Tools of sales promotionTools of sales promotion
Tools of sales promotion
 
IMC Planning Process
IMC Planning ProcessIMC Planning Process
IMC Planning Process
 
Sales Promotions
Sales PromotionsSales Promotions
Sales Promotions
 
Advertising Campaign Presentation
Advertising Campaign PresentationAdvertising Campaign Presentation
Advertising Campaign Presentation
 
The Role of Integrated Marketing Communications
The Role of Integrated Marketing CommunicationsThe Role of Integrated Marketing Communications
The Role of Integrated Marketing Communications
 
Advertising campaign.ppt
Advertising campaign.pptAdvertising campaign.ppt
Advertising campaign.ppt
 
What is Social Media?
What is Social Media?What is Social Media?
What is Social Media?
 
IMC of Coca Cola
IMC of Coca ColaIMC of Coca Cola
IMC of Coca Cola
 
Introduction to Social Media
Introduction to Social MediaIntroduction to Social Media
Introduction to Social Media
 
Social Media
Social MediaSocial Media
Social Media
 

Similar to Integrated marketing communication

Advertising management
Advertising managementAdvertising management
Advertising management
Nupur Agrawal
 
Promotional mix
Promotional mixPromotional mix
Promotional mix
cicloturismo
 
Paper 1 marketing communication
Paper 1 marketing communicationPaper 1 marketing communication
Paper 1 marketing communication
Pooja Dhaktod
 
Keller sbm3 06
Keller sbm3 06Keller sbm3 06
Keller sbm3 06
Mansi Nandani
 
integrated marketing communication
integrated marketing communicationintegrated marketing communication
integrated marketing communication
Prachi Shree
 
Advertising
AdvertisingAdvertising
Advertising
damanianuj
 
Advertising & Sales Management
Advertising & Sales ManagementAdvertising & Sales Management
Advertising & Sales Management
Dr. Pratiksha Patil
 
UBM cross media marketing white paper - June 2012
UBM cross media marketing white paper - June 2012UBM cross media marketing white paper - June 2012
UBM cross media marketing white paper - June 2012
Patrick Smith
 
Communication
CommunicationCommunication
Communication
Sumn Dhkl
 
India case study on bajaj
India case study on bajajIndia case study on bajaj
India case study on bajaj
vicky5jan
 
Below the line - touches more above the set line
Below the line - touches more above the set lineBelow the line - touches more above the set line
Below the line - touches more above the set line
swapnilvichare
 
Integrated Marketing Communication_Introduction
Integrated Marketing Communication_IntroductionIntegrated Marketing Communication_Introduction
Integrated Marketing Communication_Introduction
Prabhjot Jolly
 
Imc
ImcImc
Promotions
Promotions Promotions
Promotions
Henry K
 
Marketing Communication
Marketing CommunicationMarketing Communication
Marketing Communication
lalit2809
 
Advertising and Sales promotion
Advertising and Sales promotionAdvertising and Sales promotion
Advertising and Sales promotion
Rah Mon
 
Marketing assignment-Philip Kotler
Marketing  assignment-Philip KotlerMarketing  assignment-Philip Kotler
Marketing assignment-Philip Kotler
SRUTHIMANIVANNAN2
 
IMC_All Chapter PPT.pptx
IMC_All Chapter PPT.pptxIMC_All Chapter PPT.pptx
IMC_All Chapter PPT.pptx
sarfaraz karim
 
An Introduction to Integrated Marketing Communications
An Introduction to Integrated Marketing CommunicationsAn Introduction to Integrated Marketing Communications
An Introduction to Integrated Marketing Communications
Indrajit Bage
 
7db3a integrated communications
7db3a integrated communications7db3a integrated communications
7db3a integrated communications
akifmba
 

Similar to Integrated marketing communication (20)

Advertising management
Advertising managementAdvertising management
Advertising management
 
Promotional mix
Promotional mixPromotional mix
Promotional mix
 
Paper 1 marketing communication
Paper 1 marketing communicationPaper 1 marketing communication
Paper 1 marketing communication
 
Keller sbm3 06
Keller sbm3 06Keller sbm3 06
Keller sbm3 06
 
integrated marketing communication
integrated marketing communicationintegrated marketing communication
integrated marketing communication
 
Advertising
AdvertisingAdvertising
Advertising
 
Advertising & Sales Management
Advertising & Sales ManagementAdvertising & Sales Management
Advertising & Sales Management
 
UBM cross media marketing white paper - June 2012
UBM cross media marketing white paper - June 2012UBM cross media marketing white paper - June 2012
UBM cross media marketing white paper - June 2012
 
Communication
CommunicationCommunication
Communication
 
India case study on bajaj
India case study on bajajIndia case study on bajaj
India case study on bajaj
 
Below the line - touches more above the set line
Below the line - touches more above the set lineBelow the line - touches more above the set line
Below the line - touches more above the set line
 
Integrated Marketing Communication_Introduction
Integrated Marketing Communication_IntroductionIntegrated Marketing Communication_Introduction
Integrated Marketing Communication_Introduction
 
Imc
ImcImc
Imc
 
Promotions
Promotions Promotions
Promotions
 
Marketing Communication
Marketing CommunicationMarketing Communication
Marketing Communication
 
Advertising and Sales promotion
Advertising and Sales promotionAdvertising and Sales promotion
Advertising and Sales promotion
 
Marketing assignment-Philip Kotler
Marketing  assignment-Philip KotlerMarketing  assignment-Philip Kotler
Marketing assignment-Philip Kotler
 
IMC_All Chapter PPT.pptx
IMC_All Chapter PPT.pptxIMC_All Chapter PPT.pptx
IMC_All Chapter PPT.pptx
 
An Introduction to Integrated Marketing Communications
An Introduction to Integrated Marketing CommunicationsAn Introduction to Integrated Marketing Communications
An Introduction to Integrated Marketing Communications
 
7db3a integrated communications
7db3a integrated communications7db3a integrated communications
7db3a integrated communications
 

More from Manish Parihar

Course outline industrial marketing v1.0b2
Course outline   industrial marketing v1.0b2Course outline   industrial marketing v1.0b2
Course outline industrial marketing v1.0b2
Manish Parihar
 
Course outline brand management v1.0b2
Course outline   brand management v1.0b2Course outline   brand management v1.0b2
Course outline brand management v1.0b2
Manish Parihar
 
Proposed structure of pgdm marketing project
Proposed structure of pgdm marketing projectProposed structure of pgdm marketing project
Proposed structure of pgdm marketing project
Manish Parihar
 
Contemporary issues in marketing
Contemporary issues in marketingContemporary issues in marketing
Contemporary issues in marketing
Manish Parihar
 
New product development
New product developmentNew product development
New product development
Manish Parihar
 
Segmentation Targeting Positioning
Segmentation Targeting PositioningSegmentation Targeting Positioning
Segmentation Targeting Positioning
Manish Parihar
 
Product life cycle
Product life cycleProduct life cycle
Product life cycle
Manish Parihar
 
Corporate communication
Corporate communicationCorporate communication
Corporate communication
Manish Parihar
 
The business of communicating values
The business of communicating valuesThe business of communicating values
The business of communicating values
Manish Parihar
 
Corporate communicationsjob
Corporate communicationsjobCorporate communicationsjob
Corporate communicationsjob
Manish Parihar
 
Ahmedabad Street Art Photo Album 2
Ahmedabad Street Art Photo Album 2Ahmedabad Street Art Photo Album 2
Ahmedabad Street Art Photo Album 2
Manish Parihar
 
Ahmedabad Street Art
Ahmedabad Street ArtAhmedabad Street Art
Ahmedabad Street Art
Manish Parihar
 
Research Paper on Social Media
Research Paper on Social MediaResearch Paper on Social Media
Research Paper on Social Media
Manish Parihar
 
10 things that i learnt about
10 things that i learnt about10 things that i learnt about
10 things that i learnt about
Manish Parihar
 
Book review The Last Lecture
Book review The Last LectureBook review The Last Lecture
Book review The Last Lecture
Manish Parihar
 
Registration form
Registration formRegistration form
Registration form
Manish Parihar
 
FDI in Indian Retail Industry
FDI in Indian Retail IndustryFDI in Indian Retail Industry
FDI in Indian Retail Industry
Manish Parihar
 
Marketing notes
Marketing notesMarketing notes
Marketing notes
Manish Parihar
 
Introduction to spss
Introduction to spssIntroduction to spss
Introduction to spss
Manish Parihar
 
Marketing information system
Marketing information systemMarketing information system
Marketing information system
Manish Parihar
 

More from Manish Parihar (20)

Course outline industrial marketing v1.0b2
Course outline   industrial marketing v1.0b2Course outline   industrial marketing v1.0b2
Course outline industrial marketing v1.0b2
 
Course outline brand management v1.0b2
Course outline   brand management v1.0b2Course outline   brand management v1.0b2
Course outline brand management v1.0b2
 
Proposed structure of pgdm marketing project
Proposed structure of pgdm marketing projectProposed structure of pgdm marketing project
Proposed structure of pgdm marketing project
 
Contemporary issues in marketing
Contemporary issues in marketingContemporary issues in marketing
Contemporary issues in marketing
 
New product development
New product developmentNew product development
New product development
 
Segmentation Targeting Positioning
Segmentation Targeting PositioningSegmentation Targeting Positioning
Segmentation Targeting Positioning
 
Product life cycle
Product life cycleProduct life cycle
Product life cycle
 
Corporate communication
Corporate communicationCorporate communication
Corporate communication
 
The business of communicating values
The business of communicating valuesThe business of communicating values
The business of communicating values
 
Corporate communicationsjob
Corporate communicationsjobCorporate communicationsjob
Corporate communicationsjob
 
Ahmedabad Street Art Photo Album 2
Ahmedabad Street Art Photo Album 2Ahmedabad Street Art Photo Album 2
Ahmedabad Street Art Photo Album 2
 
Ahmedabad Street Art
Ahmedabad Street ArtAhmedabad Street Art
Ahmedabad Street Art
 
Research Paper on Social Media
Research Paper on Social MediaResearch Paper on Social Media
Research Paper on Social Media
 
10 things that i learnt about
10 things that i learnt about10 things that i learnt about
10 things that i learnt about
 
Book review The Last Lecture
Book review The Last LectureBook review The Last Lecture
Book review The Last Lecture
 
Registration form
Registration formRegistration form
Registration form
 
FDI in Indian Retail Industry
FDI in Indian Retail IndustryFDI in Indian Retail Industry
FDI in Indian Retail Industry
 
Marketing notes
Marketing notesMarketing notes
Marketing notes
 
Introduction to spss
Introduction to spssIntroduction to spss
Introduction to spss
 
Marketing information system
Marketing information systemMarketing information system
Marketing information system
 

Recently uploaded

NAEYC Code of Ethical Conduct Resource Book
NAEYC Code of Ethical Conduct Resource BookNAEYC Code of Ethical Conduct Resource Book
NAEYC Code of Ethical Conduct Resource Book
lakitawilson
 
View Inheritance in Odoo 17 - Odoo 17 Slides
View Inheritance in Odoo 17 - Odoo 17  SlidesView Inheritance in Odoo 17 - Odoo 17  Slides
View Inheritance in Odoo 17 - Odoo 17 Slides
Celine George
 
Mail Server Configuration Using App passwords in Odoo 17
Mail Server Configuration Using App passwords in Odoo 17Mail Server Configuration Using App passwords in Odoo 17
Mail Server Configuration Using App passwords in Odoo 17
Celine George
 
How to Empty a One2Many Field in Odoo 17
How to Empty a One2Many Field in Odoo 17How to Empty a One2Many Field in Odoo 17
How to Empty a One2Many Field in Odoo 17
Celine George
 
RDBMS Lecture Notes Unit4 chapter12 VIEW
RDBMS Lecture Notes Unit4 chapter12 VIEWRDBMS Lecture Notes Unit4 chapter12 VIEW
RDBMS Lecture Notes Unit4 chapter12 VIEW
Murugan Solaiyappan
 
A beginner’s guide to project reviews - everything you wanted to know but wer...
A beginner’s guide to project reviews - everything you wanted to know but wer...A beginner’s guide to project reviews - everything you wanted to know but wer...
A beginner’s guide to project reviews - everything you wanted to know but wer...
Association for Project Management
 
"DANH SÁCH THÍ SINH XÉT TUYỂN SỚM ĐỦ ĐIỀU KIỆN TRÚNG TUYỂN ĐẠI HỌC CHÍNH QUY ...
"DANH SÁCH THÍ SINH XÉT TUYỂN SỚM ĐỦ ĐIỀU KIỆN TRÚNG TUYỂN ĐẠI HỌC CHÍNH QUY ..."DANH SÁCH THÍ SINH XÉT TUYỂN SỚM ĐỦ ĐIỀU KIỆN TRÚNG TUYỂN ĐẠI HỌC CHÍNH QUY ...
"DANH SÁCH THÍ SINH XÉT TUYỂN SỚM ĐỦ ĐIỀU KIỆN TRÚNG TUYỂN ĐẠI HỌC CHÍNH QUY ...
thanhluan21
 
Genetics Teaching Plan: Dr.Kshirsagar R.V.
Genetics Teaching Plan: Dr.Kshirsagar R.V.Genetics Teaching Plan: Dr.Kshirsagar R.V.
Genetics Teaching Plan: Dr.Kshirsagar R.V.
DrRavindrakshirsagar1
 
Lecture_Notes_Unit4_Chapter_8_9_10_RDBMS for the students affiliated by alaga...
Lecture_Notes_Unit4_Chapter_8_9_10_RDBMS for the students affiliated by alaga...Lecture_Notes_Unit4_Chapter_8_9_10_RDBMS for the students affiliated by alaga...
Lecture_Notes_Unit4_Chapter_8_9_10_RDBMS for the students affiliated by alaga...
Murugan Solaiyappan
 
How to Manage Line Discount in Odoo 17 POS
How to Manage Line Discount in Odoo 17 POSHow to Manage Line Discount in Odoo 17 POS
How to Manage Line Discount in Odoo 17 POS
Celine George
 
matatag curriculum education for Kindergarten
matatag curriculum education for Kindergartenmatatag curriculum education for Kindergarten
matatag curriculum education for Kindergarten
SarahAlie1
 
C Interview Questions PDF By Scholarhat.pdf
C Interview Questions PDF By Scholarhat.pdfC Interview Questions PDF By Scholarhat.pdf
C Interview Questions PDF By Scholarhat.pdf
Scholarhat
 
C# Interview Questions PDF By ScholarHat.pdf
C# Interview Questions PDF By ScholarHat.pdfC# Interview Questions PDF By ScholarHat.pdf
C# Interview Questions PDF By ScholarHat.pdf
Scholarhat
 
How to Manage Shipping Connectors & Shipping Methods in Odoo 17
How to Manage Shipping Connectors & Shipping Methods in Odoo 17How to Manage Shipping Connectors & Shipping Methods in Odoo 17
How to Manage Shipping Connectors & Shipping Methods in Odoo 17
Celine George
 
How to Add a Filter in the Odoo 17 - Odoo 17 Slides
How to Add a Filter in the Odoo 17 - Odoo 17 SlidesHow to Add a Filter in the Odoo 17 - Odoo 17 Slides
How to Add a Filter in the Odoo 17 - Odoo 17 Slides
Celine George
 
Power of Ignored Skills: Change the Way You Think and Decide by Manoj Tripathi
Power of Ignored Skills: Change the Way You Think and Decide by Manoj TripathiPower of Ignored Skills: Change the Way You Think and Decide by Manoj Tripathi
Power of Ignored Skills: Change the Way You Think and Decide by Manoj Tripathi
Pankaj523992
 
SEQUNCES Lecture_Notes_Unit4_chapter11_sequence
SEQUNCES  Lecture_Notes_Unit4_chapter11_sequenceSEQUNCES  Lecture_Notes_Unit4_chapter11_sequence
SEQUNCES Lecture_Notes_Unit4_chapter11_sequence
Murugan Solaiyappan
 
modul ajar kelas x bahasa inggris 2024-2025
modul ajar kelas x bahasa inggris 2024-2025modul ajar kelas x bahasa inggris 2024-2025
modul ajar kelas x bahasa inggris 2024-2025
NurFitriah45
 
Cómo crear video-tutoriales con ScreenPal (2 de julio de 2024)
Cómo crear video-tutoriales con ScreenPal (2 de julio de 2024)Cómo crear video-tutoriales con ScreenPal (2 de julio de 2024)
Cómo crear video-tutoriales con ScreenPal (2 de julio de 2024)
Cátedra Banco Santander
 
How To Create a Transient Model in Odoo 17
How To Create a Transient Model in Odoo 17How To Create a Transient Model in Odoo 17
How To Create a Transient Model in Odoo 17
Celine George
 

Recently uploaded (20)

NAEYC Code of Ethical Conduct Resource Book
NAEYC Code of Ethical Conduct Resource BookNAEYC Code of Ethical Conduct Resource Book
NAEYC Code of Ethical Conduct Resource Book
 
View Inheritance in Odoo 17 - Odoo 17 Slides
View Inheritance in Odoo 17 - Odoo 17  SlidesView Inheritance in Odoo 17 - Odoo 17  Slides
View Inheritance in Odoo 17 - Odoo 17 Slides
 
Mail Server Configuration Using App passwords in Odoo 17
Mail Server Configuration Using App passwords in Odoo 17Mail Server Configuration Using App passwords in Odoo 17
Mail Server Configuration Using App passwords in Odoo 17
 
How to Empty a One2Many Field in Odoo 17
How to Empty a One2Many Field in Odoo 17How to Empty a One2Many Field in Odoo 17
How to Empty a One2Many Field in Odoo 17
 
RDBMS Lecture Notes Unit4 chapter12 VIEW
RDBMS Lecture Notes Unit4 chapter12 VIEWRDBMS Lecture Notes Unit4 chapter12 VIEW
RDBMS Lecture Notes Unit4 chapter12 VIEW
 
A beginner’s guide to project reviews - everything you wanted to know but wer...
A beginner’s guide to project reviews - everything you wanted to know but wer...A beginner’s guide to project reviews - everything you wanted to know but wer...
A beginner’s guide to project reviews - everything you wanted to know but wer...
 
"DANH SÁCH THÍ SINH XÉT TUYỂN SỚM ĐỦ ĐIỀU KIỆN TRÚNG TUYỂN ĐẠI HỌC CHÍNH QUY ...
"DANH SÁCH THÍ SINH XÉT TUYỂN SỚM ĐỦ ĐIỀU KIỆN TRÚNG TUYỂN ĐẠI HỌC CHÍNH QUY ..."DANH SÁCH THÍ SINH XÉT TUYỂN SỚM ĐỦ ĐIỀU KIỆN TRÚNG TUYỂN ĐẠI HỌC CHÍNH QUY ...
"DANH SÁCH THÍ SINH XÉT TUYỂN SỚM ĐỦ ĐIỀU KIỆN TRÚNG TUYỂN ĐẠI HỌC CHÍNH QUY ...
 
Genetics Teaching Plan: Dr.Kshirsagar R.V.
Genetics Teaching Plan: Dr.Kshirsagar R.V.Genetics Teaching Plan: Dr.Kshirsagar R.V.
Genetics Teaching Plan: Dr.Kshirsagar R.V.
 
Lecture_Notes_Unit4_Chapter_8_9_10_RDBMS for the students affiliated by alaga...
Lecture_Notes_Unit4_Chapter_8_9_10_RDBMS for the students affiliated by alaga...Lecture_Notes_Unit4_Chapter_8_9_10_RDBMS for the students affiliated by alaga...
Lecture_Notes_Unit4_Chapter_8_9_10_RDBMS for the students affiliated by alaga...
 
How to Manage Line Discount in Odoo 17 POS
How to Manage Line Discount in Odoo 17 POSHow to Manage Line Discount in Odoo 17 POS
How to Manage Line Discount in Odoo 17 POS
 
matatag curriculum education for Kindergarten
matatag curriculum education for Kindergartenmatatag curriculum education for Kindergarten
matatag curriculum education for Kindergarten
 
C Interview Questions PDF By Scholarhat.pdf
C Interview Questions PDF By Scholarhat.pdfC Interview Questions PDF By Scholarhat.pdf
C Interview Questions PDF By Scholarhat.pdf
 
C# Interview Questions PDF By ScholarHat.pdf
C# Interview Questions PDF By ScholarHat.pdfC# Interview Questions PDF By ScholarHat.pdf
C# Interview Questions PDF By ScholarHat.pdf
 
How to Manage Shipping Connectors & Shipping Methods in Odoo 17
How to Manage Shipping Connectors & Shipping Methods in Odoo 17How to Manage Shipping Connectors & Shipping Methods in Odoo 17
How to Manage Shipping Connectors & Shipping Methods in Odoo 17
 
How to Add a Filter in the Odoo 17 - Odoo 17 Slides
How to Add a Filter in the Odoo 17 - Odoo 17 SlidesHow to Add a Filter in the Odoo 17 - Odoo 17 Slides
How to Add a Filter in the Odoo 17 - Odoo 17 Slides
 
Power of Ignored Skills: Change the Way You Think and Decide by Manoj Tripathi
Power of Ignored Skills: Change the Way You Think and Decide by Manoj TripathiPower of Ignored Skills: Change the Way You Think and Decide by Manoj Tripathi
Power of Ignored Skills: Change the Way You Think and Decide by Manoj Tripathi
 
SEQUNCES Lecture_Notes_Unit4_chapter11_sequence
SEQUNCES  Lecture_Notes_Unit4_chapter11_sequenceSEQUNCES  Lecture_Notes_Unit4_chapter11_sequence
SEQUNCES Lecture_Notes_Unit4_chapter11_sequence
 
modul ajar kelas x bahasa inggris 2024-2025
modul ajar kelas x bahasa inggris 2024-2025modul ajar kelas x bahasa inggris 2024-2025
modul ajar kelas x bahasa inggris 2024-2025
 
Cómo crear video-tutoriales con ScreenPal (2 de julio de 2024)
Cómo crear video-tutoriales con ScreenPal (2 de julio de 2024)Cómo crear video-tutoriales con ScreenPal (2 de julio de 2024)
Cómo crear video-tutoriales con ScreenPal (2 de julio de 2024)
 
How To Create a Transient Model in Odoo 17
How To Create a Transient Model in Odoo 17How To Create a Transient Model in Odoo 17
How To Create a Transient Model in Odoo 17
 

Integrated marketing communication

  • 1. Integrated Marketing Communications Courtesy: Abhishek Sharma PGDMM Gujarat University 1
  • 2. Kotler on Marketing: Integrated marketing communications is a way of looking at the whole marketing process from the viewpoint of the customer.
  • 3. 4A’s on Marketing American Association of Advertising Agencies (the “4As”):  A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines— for example, general advertising, direct response, sales promotion, and public relations—and combines these disciplines to provide clarity, consistency, and maximum communications impact. 3
  • 4. Evolution of IMC • During the 1980s, many companies came to see the need for more of a strategic integration of their promotional tools • To coordinate the use of a variety of promotional tools rather than relying primarily on media advertising • IMC offers one-stop shopping for all their clients’ promotional needs. 4
  • 5. Relevance of IMC  Better synergy among various promotional functions.  Companies can avoid duplication.  To maximize the return on its investment in marketing and promotion  Changes in the Target Group (Customers)  New Technological Advancements 5
  • 6. Factors responsible for Rapid Growth of IMC  Allocation of funds from media advertising to other forms of promotion, particularly consumer- and trade-oriented sales promotions.  A shift from traditional ways of relying on advertising- focused approaches.  A shift in marketplace power from manufacturers to 6 retailers.
  • 7. Factors responsible for Rapid Growth of IMC (Contd)  The rapid growth and development of database marketing.  Demands for greater accountability from advertising agencies and changes in the way agencies are compensated.  The phenomenal rise of the Internet. 7
  • 8. The Role of IMC in Branding • People don’t buy products, they buy brands… • Brand Equity & Brand Identity • Edge to the companies in the Cut throat Competition • Direct connect with the end customer 8
  • 9. The Promotional Mix: The Tools for IMC 9
  • 10. Promotion Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. 10
  • 11. Promotional Strategy / Promotional Mix A plan for the optimal use of the elements of promotional mix: Advertising Direct Marketing Publicity / Public Relations Personal Selling Sales Promotion
  • 12. Advertising Impersonal, one-way mass communication about a product or organization that is paid for by a marketer.
  • 13. Advertising Media Traditional Electronic Advertising Media Advertising Media  Television  Internet  Radio  Computer modems  Newspapers  Fax machines  Magazines  Books  Direct mail  Billboards  Transit cards
  • 14. Public Relations The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance.
  • 15. Public Relations Functions of Public Relations Evaluates public Executes programs attitudes to “win” public Identifies areas of public interest 15
  • 16. Publicity Public information about a company, good, or service appearing in the mass media as a news item. 16
  • 17. Sales Promotion Marketing activities--other than personal selling, advertising, and public relations--that stimulate consumer buying and dealer effectiveness. 17
  • 18. Sales Promotion Sales Promotion Targets End Company Consumers Employees Trade Customers 18
  • 19. Sales Promotion Free samples Contests Premiums Trade Shows Popular Tools for Vacation Giveaways Consumer Sales Promotion Coupons 19
  • 20. Personal Selling Planned presentation to one or more prospective buyers for the purpose of making a sale. 20
  • 21. Elements of Promotional Mix in a Nutshell Advertising Sales Public Personal Direct Promotion Relations Selling Marketing Print and Contests, Press kits Sales Catalogs broadcast ads games, presentation sweepstakes, lotteries Packaging- Premiums and Speeches Sales Mailings outer gifts meetings Packaging Sampling Seminars Incentive Telemarketing inserts programs Motion Fairs and Annual reports Samples Electronic pictures trade shows shopping
  • 22. Communication The process by which we exchange or share meanings through a common set of symbols. 22
  • 23. Marketing Communication Categories of Communication Interpersonal Mass Communication Communication 23
  • 24. The Communication Process As Senders As Receivers Inform Develop messages Persuade Adapt messages Remind Spot new communication opportunities 24
  • 25. The Sender and Encoding The originator of the message in the Sender communication process. The conversion of a sender’s ideas and Encoding thoughts into a message, usually in the form of words or signs. 25
  • 26. The Communication Process Noise Encoding Message Decoding Sender Receiver Message Channel Message Message Channel 26
  • 27. The AIDA Concept Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message. 27
  • 28. The AIDA Concept Action Desire Interest Attention 28
  • 29. Factors Affecting the Promotional Mix Nature of Product Stage in PLC Target Market Factors Factors Type of Buying Decision Affecting Choice of Promotion Funds Promotional Mix 29
  • 30. Integrated Marketing Communications A method of carefully coordinating all promotional activities to produce a consistent, unified message that is customer focused. 30