The document discusses integrated marketing communication (IMC). IMC is defined as a coordinated use of different promotional methods that are intended to reinforce each other to achieve marketing campaign objectives. The key components of IMC are advertising, personal selling, public relations, sales promotion, and direct marketing. The document also outlines the role, purpose and significance of adopting an IMC approach, including creating brand awareness, generating interest, increasing desire, and prompting actions among customers.

1. INTEGRATED MARKETING COMMUNICATION
By : Radhika , Mayank , Kinjal
ITM UNIVERSITY , RAIPUR

2. MEANING AND DEFINITON
An approach to achieving the objectives of a marketing
campaign, through a well coordinated use of different
promotional methods that are intended to reinforce each
other.
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.“

3. COMPONENTS OF IMC
• Advertising
• Personal Selling
• Public Relations
• Sales Promotion
• Direct Marketing

4. ADVERTISING
Advertising is a marketing tactic involving paying for space to promote a product, service,
or cause. The actual promotional messages are called advertisements, or ads for short.
The goal of advertising is to reach people most likely to be willing to pay for a company’s
products or services and entice them to buy.
. BROADCAST
. PRINT
. INTERNET
. OUTDOOR
PERSONAL SELLING
Personal selling is also known as face-to-face selling in which one person who is the
salesman tries to convince the customer in buying a product. It is a promotional method
by which the salesperson uses his or her skills and abilities in an attempt to make a sale.
. SALES PRESENTATION
. TRADE SHOWS
. INCENTIVE PROGRAMS

5. DIRECT MARKETING
Direct marketing consists of any marketing that relies on direct communication or
distribution to individual consumers, rather than through a third party such as mass
media. Mail, email, social media, and texting campaigns are among the delivery
systems used. It is called direct marketing because it generally eliminates the
middleman, such as advertising media.
. CATALOG
. TELEMARKETING
SALES PROMOTION
Sales promotion is a short-term incentive to initiate trial or purchase.
Sales promotion is one of the elements of the promotional mix. The primary elements in the
promotional mix are advertising, personal selling, direct marketing and publicity/public
relations. Sales promotion uses both media and non-media marketing communications for a
pre-determined, limited time to increase consumer demand, stimulate market demand or
improve product availability.
. DISCOUNTS
. COUPONS
. DISPLAYS

6. PUBLIC RELATION
Public relations (PR) is the process of maintaining a favorable image and building beneficial
relationships between an organization and the public communities, groups, and people it
serves. Unlike advertising, which tries to create favorable impressions through paid messages,
public relations does not pay for attention and publicity. Instead, PR strives to earn a
favorable image by drawing attention to newsworthy and attention-worthy activities of the
organization and its customers. For this reason, PR is often referred to as “free advertising.”
. Non personal
. Not really a paid job like advertisment
. Lower cost than advertisement
* GOOD PR = publicity + image + control

9. ROLE OF IMC
• Integrated marketing communication plays an integral role
in communicating brand message to a larger audience.
• Integrated marketing communication goes a long way in
creating brand awareness among customers at a minimal
cost.
• Integrated marketing communication scores over traditional
ways of marketing as it focuses on not only winning new
customers but also maintaining long term healthy
relationship with them.
• Integrated marketing communication saves time which is
often lost in figuring out the best marketing tool.

10. PURPOSE OF IMC
• IMC takes a company’s various promotions and ensures that
they follow a distinct, unified style which results in marketing
efforts that are consistently recognizable to customers. IMC
has four primary objectives:
• Creating Brand Awareness
• Generating Product Interest
• Increasing The Desire For Products
• Prompting Actions In The Form Of Sale

11. • Attention and Awareness
• One of the main objectives of IMC is building attention and awareness for
your brand. A consistent brand voice helps build stronger relationships with
consumers. Strong relationships translate into customer loyalty. IMC helps
people recognize your brand across media. Ideally, potential customers would
see one of your brand’s blog or social media posts and immediately recognize
who wrote it. IMC keeps your brand in front of customers, reminding them of
who you are and what you do. Attention and brand awareness drive more
traffic to your site or store, giving you more opportunity for sales.
• Interest
Another objective of integrated marketing communications is to generate
interest in your products by informing customers of what differentiates your
product or service from your competitors. You can also communicate
information about the product to your would-be customers. Many businesses
incorporate blogs and other content into their IMC approach as a means of
providing value and expertise to customers. Generating interest can be done in
many ways, but ultimately the goal is increasing demand for your product.

12. • Desire
• The next objective of IMC is cultivating the desire in your customers to make a
purchase. In creating desire, you are trying to move your customers from liking your
brand to deciding to make a purchase. Creating desire within your customer is
usually done by elevating their perception of your product. One way you can create
desire is through a free trial of the product. Once the customer knows how much
value your product provides, they will be more comfortable paying for it. Another
way of influencing customers through IMC is to establish an emotional connection.
Forging a genuine, lasting relationship with customers is the ultimate way to gain
trust and ensure long-term sales.
• Action
• After forging relationships with your customers, gaining their trust and piquing their
interest in your products, your last objective of IMC is prompting the customer to
take action on a purchase. One way to incite action is to reduce the consumer’s
purchase risk. An example of this is guaranteeing your product for 30 days. If a
customer knows that they can return a product they don’t like, they are more likely
to make a purchase. Further, this is an excellent time to set up and encourage
repeat purchases. Again, the objective of IMC is to build strong, long-term
relationships with customers, not trick them into buying one-time products.

13. BASIC MODEL OF MARKETING
• The 7Ps Marketing Mix Model
• The marketing mix is a familiar marketing strategy tool, which as you
will probably know, was traditionally limited to the core 4Ps of Product,
Price, Place and Promotion. It is one of the top 3 classic marketing
models according to a poll on Smart Insights.
• The traditional 7Ps of marketing consist of:
• Product
• Promotion
• Price
• Place
• People
• Process
• Physical evidence

14. • Who created the 7Ps model
• The 7Ps model was originally devised by E. Jerome McCarthy and published in 1960
in his book Basic Marketing. A Managerial Approach.
• We've created the graphic below so you can see the key elements of the 7Ps
marketing mix.
• The 4Ps vs The 7Ps
• The 4Ps were designed at a time where businesses were more likely to sell
products, rather than services and the role of customer service in helping
brand development wasn't so well known. Over time, Booms and Pitner
added three extended ‘service mix P’s': Participants, Physical evidence and
Processes, and later Participants was renamed People. Today, it's
recommended that the full 7Ps of the marketing mix are considered when
reviewing competitive strategies.
• The 7Ps helps companies to review and define key issues that affect the
marketing of its products and services and is often now referred to as the
7Ps framework for the digital marketing mix.

15. • How can I use this model?
• Although it's sometimes viewed as dated, we believe the 4Ps are an essential
strategy tool to select their scope and is particularly useful for small businesses.
For startups reviewing price and revenue models today, using the Business
Model Canvas for marketing strategy is a great alternative since it gives you a
good structure to follow.
• Companies can also use the 7Ps model to set objectives, conduct a SWOT
analysis and undertake competitive analysis. It's a practical framework to
evaluate an existing business and work through appropriate approaches whilst
evaluating the mix element as shown below and ask yourself the following
questions:
• Products/Services: How can you develop your products or services?
• Prices/Fees: How can we change our pricing model?
• Place/Access: What new distribution options are there for customers to
experience our product, e.g. online, in-store, mobile etc.
• Promotion: How can we add to or substitute the combination within paid,
owned and earned media channels?

16. • Physical Evidence: How we reassure our customers, e.g. impressive
buildings, well-trained staff, great website?
• Processes: Are there internal process barriers in the way to
delivering the best customer value?
• People: Who are our people and are there skills gaps?
• Partners: Are we seeking new partners and managing existing
partners well?.

17. SIGNIFICANCE OF IMC
• Integrated marketing communications is an approach to planning
communications that gives your small business the potential to get
better results from your campaigns and reduce marketing costs.
Rather than relying on individual marketing efforts, like a print ad
campaign, an integrated approach simultaneously makes the best
use of the multiple channels available to modern businesses. By
integrating tools such as advertising, direct mail, social media,
telemarketing and sales promotion, you provide clarity, consistency
and maximum communications impact, according to the American
Association of Advertising Agencies’ definition.

18. • Receive Better Results
• In the traditional approach to marketing
communications, businesses and their agencies
plan separate campaigns for advertising, press
relations, direct marketing and sales promotions.
Integrated campaigns use the same
communication tools to reinforce each other and
improve marketing effectiveness. In an integrated
campaign, you can use advertising to raise
awareness of a product and generate leads for
the sales force.

19. • Creative Consistency Throughout Channels
• In an integrated campaign, the different tools feature the
same creative treatment. By repeating the headlines, key
phrases and images in each communication, you ensure
that prospects and customers receive consistent messages
each time they see one of the elements of the campaign.
Creative consistency helps reinforce the basic campaign
themes by increasing the number of times prospects see or
hear the same message. By working consistently through
several different channels, you can better build awareness
of your business name, brands, offers, catch phrases or
other messages you emphasize.

20. • Overall Cost Savings
• Creative consistency in your integrated campaigns can
also save you money. By using the same images and
adapting the same copy for different media, you
reduce copy-writing, design and photography costs.
Expensive video production output can be used in
multiple media like television, YouTube and Facebook.
If you work with external communications suppliers,
you may be able to reduce agency fees by working with
a single firm that offers integrated communications
services, rather than separate specialist agencies.

21. • Overall Cost Savings
• Creative consistency in your integrated campaigns can
also save you money. By using the same images and
adapting the same copy for different media, you
reduce copy-writing, design and photography costs.
Expensive video production output can be used in
multiple media like television, YouTube and Facebook.
If you work with external communications suppliers,
you may be able to reduce agency fees by working with
a single firm that offers integrated communications
services, rather than separate specialist agencies.

22. • Aligning with Customer Preferences
• An integrated campaign helps you provide customers with
information in the format they prefer. Consumers and
business customers can specify if they want to receive
product information via email, direct mail, text message or
telephone. Clients that you do not reach directly can still
benefit from your campaigns by viewing your print ads or
hearing your radio and TV spots. Integration ensures that
customers and potential customers receive the same
information in all communications. You can also meet the
needs of customers who search the Internet for product
information by integrating your website design and content
with other communications.

24. PROCESS OF IMC
• Know Your Audience from Behavioral Data
• Develop a Situational or Contextual Analysis
• Determine Your Marketing Objectives
• Establish Your Budget
• Defining Your Strategies and Tactics
• Evaluation and Measurement

25. • Step 1: Know Your Audience from Behavioral Data
• Never start without proper market research. Ensure
that your audience is defined correctly.
• You should always know what kind of audience you
want to target based on what you are marketing.
• Here, behavioral data will give us insights about
what the prospects do, what their preferences are
relating to what we are offering.
• Demographic data tells us more about their age,
gender, education, geography, and so on.

26. • Step 2: Develop a Situational or Contextual Analysis
• Generally known as SWOT analysis, it gives you an
insight into the external and internal factors that can
affect your brand.
• Analyzing your internal and external environments will
provide you with some extra information while
designing your marketing strategy.

27. • Step 3: Determine Your Marketing Objectives
• Before starting with your marketing efforts, it is necessary
to define the objectives for your marketing campaigns.
• It involves all that you wish to achieve through your
marketing efforts and what your brand wants to
communicate to your target audience.
• Following are some of the objectives that you could set for
yourself:
• Developing awareness about your brand in the market.
• Improve your brand image.
• Improve the sales of your product.
• Reinforce your customer’s decision to go with your brand.

28. • Step 4: Establish Your Budget
• It is necessary to know your available resources
before starting out with designing any plans or
strategies.
• The type of budget that your company allocates
towards your marketing campaigns can be a
percentage of the sales or a percentage of the
profit.
• Your budget also depends on the size of your
organization and what they can afford.

29. • Step 5: Defining Your Strategies and Tactics
• In this step, you need to draw out the strategies
and define the tactics aligned with the objectives
that you had set in the third step.
• Strategies and tactics define, in detail, how your
marketing efforts would unfold to achieve your
objectives. These methods should be described
adhering to the budget set in the previous steps.

30. • Step 6: Evaluation and Measurement
• The final step always is evaluation and measurement.
Here, we can make use of various metrics, such as:
• Traffic to your website.
• Change in sales numbers.
• Social media metrics, such as an increase in the
engagement of your social media page, or increase in
the follower count.
• Evaluating the performance of your strategies will help
you to understand the effectiveness of your strategy.

31. THANKYOU