This document discusses integrated marketing communication. It begins by stating that integrated marketing looks at the entire marketing process from the customer's viewpoint. It then outlines three major questions: how communication works, the steps to developing an integrated marketing program, and who should be responsible. The document proceeds to discuss the major elements of an integrated marketing communication program, including advertising, sales promotion, public relations, personal selling, and direct marketing. It provides examples of tools for each. It then covers models for communication, including the communication model involving a sender, message, media, receiver, noise and feedback. The document emphasizes that the target audience may not receive the intended message due to selective attention, distortion or retention. It concludes by noting that the type of

1. Integrated Marketing
Communication
-MRINAL GAUTAM
IMBA
MARKETING MANAGEMENT,
CENTRAL UNIVERSITY OF
JHARKHAND,
12 February 2013

2. Integrated marketing communication is a way of
looking at the whole marketing process from the
view point of the customer

3.  In this chapter we focus on three major
questions :
 How does communication work
 What are the major steps in developing an
integrated marketing communication
program?
 Who should be responsible for marketing
communication programing ?

4. Advertising
Sales promotion
Public Relation and Publicity
Personal Selling
Direct and Interactive Marketing

5. Advertising Sales public Personal Direct
Promotion Relations Selling Marketing
Print and Contests Press kits Sales Catalogs
Broadcast Games presentation
add Sweepstakes
Lotteries
Packaging – Premiums Speeches Sales Mailings
outer and gifts Meeting
Packaging Sampling Seminars Incentive Telemarketin
inserts Programs g
Motion Fairs and Annual Samples Electronic
pictures trade shows reports shopping

6. Message RECEVI
SENDER Encoding Decoding
Media ER
Noise
Feedback Response

7. Target audience may not receive the intended massage for any of
three reasons
 Selective attention
 Selective distortion
 Selective Retention

8. Identify Target Audience
Determine Objectives
Design message
Select Channels
Establish Budget
Decide on Media Mix
Measure Results
Manage integrated marketing
communication

9. Stages AIDA Model Hierarchy of Innovation Communication
Effects Adoption Model
Model Model
Cognitive Attention Awareness Awareness Exposure
Stage
Reception
Knowledge
Cognitive
Response
Affective Interest Liking Interest Attitude
Response
Preference
Desire Conviction Evaluation Attention
Behavior Trial
Stage
Action Purchase Behavior
Adoption

10.  Advertising: Pervasive , has amplified expressiveness and is
impersonal
 Sales Promotion: Based on communication , incentives &
invitation
 Public Relation and publicity: High Credibility , ability to
catch off guard determination
 Events & Experiences: Relevant , Implicit , Implicit
 Direct Marketing: Customized , up to date
 Interactive Marketing : Interactive
 Word of mouth marketing : Credible , Personal and timely
 Sales Force: Forceful

11.  Type of Product Market
 Product life cycle

12. THANK YOU