Integrated marketing communications (IMC) is defined as organizing, planning, and monitoring marketing components and data to control brand information, associations, and experiences. Marketing communication faces challenges from shifts in traditional promotion, rapid growth of data-driven direct marketing and internet marketing, consumer empowerment, and media fragmentation. Developing an IMC strategy involves identifying the target market and customers, a unique selling proposition, matching customer problems to product solutions, and choosing marketing channels like search, websites, and social media. Popular trends in marketing communication include mass media advertising, direct marketing, publicity and public relations, sales promotions, digital media like online advertising, websites, and blogs.

1. Module-4
Managing Marketing Communication

2. Integrated marketing communications
(IMC)
Integrated marketing communications (IMC) is defined
as the process of organization, planning, and
monitoring of marketing components and data to
control and influence brand information, associations,
and experience.

3. Integrated Marketing communication
Strategy

4. Marketing Communication Challenges
• A shift in traditional promotion
• Rapid growth of data base marketing
(a form of direct marketing using databases of customers)
• Rapid growth in internet marketing
• Consumer empowerment (liberation)(OLX)
• Fragmentation of media (Divide in to parts)

5. Developing marketing Communication
Strategy
• Identify Your Target Market
Focusing on your target market, instead of trying to sell to everyone.
• Identify Your Target Customers.
• Identify Your Unique Selling Proposition
Differentiate from your competitors
• Match Your Audience Problems to Your Product Solutions.
• Choose the marketing channels
(Search engine, website, social media marketing etc)

6. Various trends in Marketing and
communication
• Mass Media – Advertising
• Direct Marketing
• Publicity and Public Relations
• Sales Promotions
• Digital Media – Online Advertising
• Websites
• Blogs
• Social Media
• AI Marketing

7. Mass Media – Advertising
It will reach large numbers of potential consumers.
Advertising over the radio is one form of mass media
advertising.
The mass media include Internet, television, radio,
billboards, and other forms of mass communications.
Types of Advertising Media
• Print Advertising.
• Broadcast Advertising.
• Outdoor Advertising.
• Digital Advertising.
• Product/Brand Integration

8. Direct Marketing
Direct marketing is a form of advertising that
specifically targets a person or company to generate
new business.
Make a sale. Direct mail, telemarketing and email
marketing are all popular types of direct marketing.

9. Publicity and Public Relations
Publicity concerns presence in the media. It creates
public awareness for a brand. It is promotion, used to
attract attention.
Public relations involves a whole host of strategies to
accomplish an organisation's goals by sending
messages to appropriate audiences.

10. Sales Promotions
A sales promotion is an activity applied for a
predetermined, limited period of time, with the aim
of increasing consumer demand and stimulating
sales.
Sales promotions give potential customers an
additional reason to consider doing business with
you and your company.

11. Digital Media – Online Advertising
The communication made by a company to
advertise and promote its brand, product, or
service using various platforms and digital channels.

12. Websites
Collection of web pages and related content that is
identified by a common domain name and
published on at least one web server.

13. Blogs
A blog (a truncation of "weblog") is a discussion or
informational website published on the World Wide
Web consisting of discrete, often informal diary-
style text entries (posts)