Marketing communications are messages conveyed through various media to communicate with target markets. It refers to the promotional aspect of the marketing mix. Integrated marketing communications (IMC) takes a comprehensive approach to achieving marketing campaign objectives through coordinated use of different promotional methods like advertising, public relations, personal selling, and sales promotion that reinforce each other. IMC gained popularity due to shifts from traditional to digital media, mass to specialized media, limited to widespread internet access, and traditional to performance-based compensation. Benefits of IMC include wrapping communications around the customer journey, increasing profits through effectiveness, building trust, and differentiating brands.

1. Roopesh V Namboodiri
Roll no : 34
MBA TT
INTEGRATED MARKETING COMMUNICATION

2. MARKETING COMMUNICATIONS
Marketing communications are messages and related media to
communicate with a market. Marketing communications is the
promotion part of the marketing mix. It can also refer to the
strategy used by a company or individual to reach their target
market through various types of communication.
An approach to achieving the objectives of a marketing
campaign, through a well coordinated use of different
promotional methods that are intended to reinforce eachother.
IMC recognizes the value of a comprehensive plan that
evaluates the strategic roles of a variety of communication
disciplines advertising, public relations, personal selling & sales
promotion and combines them to provide clarity, consistency and
maximum communication impact.
- American Association of Advertising
Agencies
INTEGRATED MARKETING COMMUNICATION

3. WHY IMC ?
Five major shifts in the world of advertising, marketing and
media have caused an increased interest in Need for IMC.
A SHIFT FROM TO
Traditional Advertising Digital/ Interactive media
Mass Media Specialized media
Traditional compensation Performance based
compensation
Limited Internet Access Widespread Internet Access

5. Modern Approach

9. Benefits of IMC
 IMC wraps communications around customers and helps
them move through various stages of buying process.
 IMC increases profits through increased effectiveness.
 Trust among consumers.
 Brand differentiation.

10. THANK YOU