Integrated marketing communication (IMC) involves coordinating different communication channels like advertising, sales promotion, public relations, direct marketing, and social media to deliver a unified message to customers. The goal of IMC is to create a seamless brand experience and maximize the effectiveness of each marketing channel. IMC considers how all aspects of the marketing mix can work together harmoniously to effectively promote products and services to end-users.
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
This presentation is an introduction to the role of IMC in marketing.
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INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
This presentation is an introduction to the role of IMC in marketing.
Want more FREE resources? Checkout the B2B Whiteboard youtube channel:
www.youtube.com/b2bwhiteboard
Or join us on Facebook today: www.facebook.com/b2bwhiteboard
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
A tool in Marketing Communication that manifest immediate purchase with the help of impulsive buying decision. learn about various methods of sales promotion and key techniques.
Unit 1:
Role of IMC in marketing process, IMC planning model, Marketing and promotion
Process model. Communication process, steps involved in developing IMC programme, Effectiveness of marketing communications Purpose, Role, Functions, Types, Advertising Vs Marketing mix, Advertising appeal in various stages of PLC
Advertisement Creative strategy & creative tactics & formatsNijaz N
A creative strategy defines the important strategic choices required to develop a marketing message.
The creative strategy (often called a copy or advertising strategy) defines what you will say about your product or service.
It explains how you want consumers to think about your Brand.
Distribution channels marketing management pptGanesh Asokan
Distribution channels - their Nature and importance of channels, Channel behavior & organization, Channel design decisions and Channel Management decisions.
Presentation done by the management students of D.G Vaishnav school of management for marketing internals..
A tool in Marketing Communication that manifest immediate purchase with the help of impulsive buying decision. learn about various methods of sales promotion and key techniques.
Unit 1:
Role of IMC in marketing process, IMC planning model, Marketing and promotion
Process model. Communication process, steps involved in developing IMC programme, Effectiveness of marketing communications Purpose, Role, Functions, Types, Advertising Vs Marketing mix, Advertising appeal in various stages of PLC
Advertisement Creative strategy & creative tactics & formatsNijaz N
A creative strategy defines the important strategic choices required to develop a marketing message.
The creative strategy (often called a copy or advertising strategy) defines what you will say about your product or service.
It explains how you want consumers to think about your Brand.
Distribution channels marketing management pptGanesh Asokan
Distribution channels - their Nature and importance of channels, Channel behavior & organization, Channel design decisions and Channel Management decisions.
Presentation done by the management students of D.G Vaishnav school of management for marketing internals..
The Two-Step Flow of Communication: An Up-to-Date Report on an HypothesisElihu Katz(1957)
- The People's Choice
- The Two-Step Flow Theory
- Opinion Leaders and Opinion Followers
- Minimal/ Limited Paradigm vs. Mass Society Paradigm
- Strengths and Limitations of The Two-Step Flow Theory
- Elmira Study, Rovere Study, Decatur Study and Drug Study
- Diffusion of Innovation
- Personal Influence vs. Mass Influence
- Impact of Personal Influence
- Flow of Personal Influence
Introduction to Integrated Marketing Communication (IMC)
IMC as an Integral Part of Marketing
Buying Decision Process
Communication Response Hierarchy
Setting Communication Objectives: DAGMAR Approach
Budgeting for Marketing Communication.
PRESENTATION ON THE INTEGRATED MARKETING COMMUNICATIONS TOOLS USED BY COCA -COLA . Prepared by Saptarshi Chakraborty,Vadodara Helpful for all management students!!!
This is a powerpoint presentation prepared by me... explaining about IMC plans of Coca cola Inc. This is very useful for presentations in colleges, MBA institutes etc. Send your suggestions and likes on my email id- a380onkar@yahoo.co.in
Integrated Marketing Communications (IMC) is an expansion of utilising both modern and traditional marketing strategies, to optimise the communication of a consistent message conveying the companies brand to stakeholders.
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Integrated Communication Mix (IMC)-meaning, importance;Communicationmeaning, importance, process, communication mix-components, role in marketing,Branding-meaning, importance in advertising.
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2. Integrated marketing communication (IMC) is an approach
to brand communications where the different modes work together to create a
seamless experience for the customer and are presented with a similar tone and
style that reinforces the brand’s core message.
Its goal is to make all aspects of marketing communication such as advertising,
sales promotion, public relations, direct marketing, personal selling, online
communications and social media work together as a unified force, rather than
permitting each to work in isolation, which in turn maximizes their cost
effectiveness
Integrated Marketing Communications
3. • is an initiative taken by organizations to make their products and services
popular among the end-users.
• Brand communication goes a long way in promoting products and services among
target consumers. The process involves identifying individuals who are best suited
to the purchase of products or services (also called target consumers) and
promoting the brand among them through any one of the following means
Brand Communications
Advertising
Sales Promotion
Public Relation
Direct Marketing
Personal Selling
Social media
4. • The Foundation - As the name suggests, foundation stage involves detailed analysis of
both the product as well as target market. It is essential for marketers to understand the
brand, its offerings and end-users. You need to know the needs, attitudes and
expectations of the target customers. Keep a close watch on competitor’s activities.
• The Corporate Culture - The features of products and services ought to be in line with
the work culture of the organization. Every organization has a vision and it’s important for
the marketers to keep in mind the same before designing products and services. Let us
understand it with the help of an example.
• Organization A‘s vision is to promote green and clean world. Naturally its products need to
be eco friendly and biodegradable, in lines with the vision of the organization .
• Brand Focus - Brand Focus represents the corporate identity of the brand.
• Consumer Experience - Marketers need to focus on consumer experience which refers
to what the customers feel about the product. A consumer is likely to pick up a product
which has good packaging and looks attractive. Products need to meet and exceed
customer expectations.
various components of Integrated Marketing Communication:
5. • Communication Tools - Communication tools include various modes of
promoting a particular brand such as advertising, direct selling, promoting
through social media such as Facebook, twitter, orkut and so on.
• Promotional Tools - Brands are promoted through various promotional tools
such as trade promotions, personal selling and so on. Organizations need to
strengthen their relationship with customers and external clients.
• Integration Tools - Organizations need to keep a regular track on customer
feedbacks and reviews. You need to have specific software like customer
relationship management (CRM) which helps in measuring the effectiveness of
various integrated marketing communications tools.
.Integrated marketing communication enables all aspects of marketing mix to work together in
harmony to promote a particular product or service effectively among end-users
6. Overview of Eight Steps to Effective Communication
Identify target audience
Determine objectives
Select communication channels
Design the message
Effectively manage the process
Develop communications mix
Establish communications budget
Measure results
7. Determining Communication Objectives
Models of consumer-response stages are
– AIDA model
– Hierarchy-of-effects model
– Innovation-adoption model
– Communications model
The models assume that buyers pass through these
stages:
– Cognitive stage
– Affective stage
– Behavior stage
13. Deciding on Communications Mix
Advertising
Public, pervasive, expressive, impersonal
Sales promotion
Communication, incentive, invitation
Public relations and publicity
Credibility, surprise, dramatization
14. Deciding on Communications Mix
Personal Selling
Personal confrontation,
cultivation, response
Direct Marketing
Nonpublic, customized,
up-to-date, interactive
16. Evaluating Promotional Activities
• Reach (Coverage)
– How much of the intended audience do you reach?
• Effectiveness
– How effectively do you communicate with the audience that you
reach?
– Frequency: How often do you reach audience members?
– Impact: How effective is each message?
• Cost: What is the cost per message?
17. Appropriate Use of Each Type
• Personal Selling
– Most effective form of communication
– Relatively very expensive
– To be used as a primary means of promotion for
customers who spend enough to justify the cost
– Used extensively in industrial marketing situations
18. Telemarketing
• Telemarketing
– Less effective than PS -- less personal
– More effective than advertising -- interactive
– Can be used to “qualify” prospects for personal
sales calls
– Can be used to handle in-bound, self-service
orders for the delivery of goods
– Cost falls in between PS and Advertising
19. Advertising
• Advertising
– Less effective than PS or TM
– But, Cheaper than either
– Offers a way to reach a large number of potential
customers in a very short period of time
– Primary means of promoting to customers who do
not spend enough to justify PS or TM
– Should be used to create brand awareness and
educate customers of product features/benefits
20. Publicity
• Publicity
– Less effective than advertising because it offers limited
control of the message, timing and the media
– cannot be used to send a repetitive message
– But, Cheaper than advertising
– Often more credible to buyers
– Most useful in establishing credibility for providers of
professional services
– Can be used as a low cost alternative to advertising
21. Sales Promotions
• Sales Promotions
– Good short term competitive tactic
– Help clear slow-moving or seasonal inventory
– Help generate quick cash flow, if required
– SP such as “Sweepstakes” or “Contests” can be
used to add excitement to advertising
– Not much value in terms of communication
– Do not build a long term image for the brand
22. Push vs. Pull Strategies
• Push Strategy
– Spending major part of promotional expenses on
distributors and retailers
• Pull Strategy
– Spending major part of promotional expenses on
the consumer
23. A comparison of push and pull promotional strategies
Manufacturer
Wholesaler
Retailer
Consumer
Flow of
promotion;
mainly
personal
selling
directed to
intermediaries
Flow of
demand
stimulation
Manufacturer
Wholesaler
Retailer
Consumer
Flow of
promotion;
mainly
advertising
directed to
consumers
Flow of
demand
stimulation
A. Push strategy B. Pull strategy
25. Setting Advertising Budgets
• Percent of Sales
What is the percent of present or forecasted sales?
• Competitive Parity
Are we in line with our competition?
• Affordable Method
What can we afford to spend on advertising this year?
• Objective and Task
26. Message Decisions
• Message Execution
Theme and types of messages
• Message Structure
One-sided vs. two-sided, types of arguments
• Message Generation
Creative process of developing different message
ideas
27. The language of the media buyer
Term What It Means
Reach The number of different people or
households exposed to an advertisement.
Rating The percentage of households in a market
that are tuned to a particular TV show or
radio station.
Frequency The average number of times an individual is
exposed to an advertisement.
Gross rating points Reach (expressed as a percentage of the total
(GRPs) market) multiplied by frequency.
Cost per thousands The cost of advertising divided by the number
(CPM) of thousands of individuals or households who
are exposed.
28. Scheduling the Advertising
Steady (“drip”) Schedule
-- Steady schedule throughout the year.
Flighting (“intermittent”) Schedule
-- Advertising reflects seasonal demand
Blitzing
Pulse (“burst”) Schedule
-- Steady and flighting schedules are combined
29. Benefits of IMC
Although Integrated Marketing Communications requires a lot of effort it delivers
many benefits. It can create competitive advantage, boost sales and profits, while
saving money, time and stress.
• IMC wraps communications around customers and helps them move through the
various stages of the buying process. The organisation simultaneously consolidates
its image, develops a dialogue and nurtures its relationship with customers.
• This 'Relationship Marketing' cements a bond of loyalty with customers which can
protect them from the inevitable onslaught of competition. The ability to keep a
customer for life is a powerful competitive advantage.
• IMC also increases profits through increased effectiveness. At its most basic level, a
unified message has more impact than a disjointed myriad of messages. In a busy
world, a consistent, consolidated and crystal clear message has a better chance of
cutting through the 'noise' of over five hundred commercial messages which
bombard customers each and every day.
30. • At another level, initial research suggests that images shared in advertising
and direct mail boost both advertising awareness and mail shot responses.
So IMC can boost sales by stretching messages across several
communications tools to create more avenues for customers to become
aware, aroused, and ultimately, to make a purchase
• Carefully linked messages also help buyers by giving timely reminders,
updated information and special offers which, when presented in a
planned sequence, help them move comfortably through the stages of
their buying process... and this reduces their 'misery of choice' in a
complex and busy world.
• IMC also makes messages more consistent and therefore more credible.
This reduces risk in the mind of the buyer which, in turn, shortens the
search process and helps to dictate the outcome of brand comparisons.
Benefits of IMC
31. • Un-integrated communications send disjointed messages which dilute the
impact of the message. This may also confuse, frustrate and arouse
anxiety in customers. On the other hand, integrated communications
present a reassuring sense of order.
• Consistent images and relevant, useful, messages help nurture long term
relationships with customers. Here, customer databases can identify
precisely which customers need what information when... and throughout
their whole buying life.
• Finally, IMC saves money as it eliminates duplication in areas such as
graphics and photography since they can be shared and used in say,
advertising, exhibitions and sales literature. Agency fees are reduced by
using a single agency for all communications and even if there are several
agencies, time is saved when meetings bring all the agencies together - for
briefings, creative sessions, tactical or strategic planning. This reduces
workload and subsequent stress levels - one of the many benefits of IMC.
Benefits of IMC