Integrated Marketing Communication (IMC) is a holistic approach to marketing that coordinates various communication channels to convey a consistent message, enhancing brand visibility and consumer engagement. It encompasses both online and offline marketing strategies, leveraging promotional tools, data insights, and targeted communication to drive sales and profitability. The development of an IMC plan involves market analysis, defining objectives, and evaluating performance while addressing potential organizational barriers.

1. -Mr. K.S. Shinde
Assistant Professor, Department of MBA
Sanjivani College of Engineering,
Kopargaon
Integrated Marketing
Communication

2. Integrated Marketing Communication
 As defined by the American Association of Advertising Agencies,
integrated marketing communications " ... recognizes the value of a
comprehensive plan that evaluates the strategic roles of a variety of
communication disciplines advertising, public relations, personal
selling, and sales promotion and combines them to provide clarity,
consistency, and maximum communication impact.
Philip Kotler
Marketing guru Philip Kotler defined IMC as, "the concept under
which a company carefully integrates and coordinates its many
communications channels to deliver a clear, consistent message“
Integrated marketing communication refers to integrating
all the methods of brand promotion to promote a particular
product or service among target customers. In integrated
marketing communication, all aspects of marketing communication
work together for increased sales and maximum cost effectiveness.

3. IMC
 Integrated Marketing Communications is a term
used to describe a holistic approach to marketing
communication.
 It aims to ensure consistency of message and the
complementary use of media.
 Integrated marketing communication is integration
of all marketing tools, approaches, and resources
within a company which maximizes impact on
consumer mind and which results into maximum
profit at minimum cost.

4. Features of IMC
 Integration of all the promotional tools such as advertising
along with other components of marketing mix to gain edge
over competitor is called Integrated Marketing
Communication.
 Integrated Marketing Communications is a data-driven
approach that focuses on identifying consumer insights and
developing a strategy with the right(online and offline
combination) channels to forge stronger brand-consumer
relationship.

5. Features of IMC
 It includes two concepts channels
 Online
 Offline

6. Online
Online marketing channels include any e-marketing
campaigns or programs, from search engine
optimization (SEO), pay-per-click, affiliate, email,
banner to latest web related channels for webinar,
blog, micro-blogging, podcast, Internet Radio and
Internet TV

7. Offline
 Offline marketing channels are traditional
print(newspaper, magazine), mail order,
publicrelations, industry relations, billboard, radio,
andtelevision. A company develops
its integratedmarketing communication programme
using all theelements of the marketing mix (product,
price,place, and promotion)

8. Components of IMC
 Brand communication 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:
 Advertising
 Sales Promotion
 Direct Marketing
 Public Relation
 Personal Selling
 Social media, and so on

9. Objectives & Imp. Of IMC
 Strategic integration of various communication functions
 Avoid duplications
 Synergy among promotional tools
 Maximizes returns on the investment
 Market Driven forces
 Shifting marketing cost from advertising to other medias
 Rapid growth & devpt of database mkt system
 Rapid growth of internet

10. DESIGNING IMC PLAN
General Introduction- brief history of company, Brand
History, status in market, brief key problems to which
IMC Plan will address.
 1.Carry out situational analysis –
 Market Analysis – current size of market, Overall market
trends during 2-5 years, key observation about market.
 Market Environment
 Consumer Analysis
 Competitor Analysis
 SWOT analysis related with brand, product
 2.Define Marketing Objectives –Overall business
goals the communication plan will help to achieve.

11.  3. Prepare marketing budget & strategy –
 Marketing Strategy – segmentation, target group,
positioning,
 Marketing budget for IMC Plan
 4. Develop IMC Plan – Overall creative
strategy, Media strategies, Primary campaign
message, activity schedule
 5.Evaluation & Measurement of performance
–

12. Value/Significance of IMC Plan
 1. Information Technology
 2.Brand Uniformity (Parity)
 3.Deteriotation of effectiveness of Mass Media
 4.Integrated Information
 5.Competition
 6. Changes in Channel Power

13. Barriers to IMC Plan
A)Organizational Barriers
Vertical organization structure, Low standing of
marketing communication function
B) Organizational Character
Rigid culture, no common understanding of what
constitutes IMC, Resistance to change, Financial
barriers.