What is an integrated marketing communication program

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Sameer Mathur

Reference-A South Asian Perspective Marketing Management by Philip Kotler 14th edition

Marketing

“Companies must adopt a 360 degree
view of consumers to fully understand
the different ways in which
communication can affect consumer
behaviour in real life
“

INTEGRATED MARKETING COMMUNICATION
Skilfully combined variety of communication
disciplines to provide :
◎Clarity
◎Consistency
◎Maximum Impact

ADVERTISING AGENCIES
Help to grow your business !

CO-ORDINATING MEDIA
To achieve maximum impact and message strength !

CO-ORDINATING MEDIA
◎ Marketers should combine personal and nonpersonal
communications channels to achieve maximum impact
and message strength.
◎ Promotions can be more effective when combined with
advertising.
◎ Companies can co-ordinate their online and offline
communication activities.

Large ad-agencies have
acquired promotion
agencies,PR
firms,package design
consultancies,web
developers , direct mail
houses and redefined
themselves as
“Communications
Companies”.

Thank You!
Hope you learnt something useful :)

Credits
Special thanks to all the people who made and released
these awesome resources for free:
◎ Presentation template by SlidesCarnival
◎ Photographs by Unsplash & Death to the Stock Photo
(license)
◎ Dark wood background by The pattern library
◎ Google Images

Presentation design
◎ Created by :
Harika Ganta , IIITD&M Kancheepuram
◎ During an internship under :
Prof. Sameer Mathur , IIM Lucknow
www.IIMInternship.com

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What is an integrated marketing communication program

1. What is an INTEGRATED MARKETING COMMUNICATION PROGRAM

2. “Companies must adopt a 360 degree view of consumers to fully understand the different ways in which communication can affect consumer behaviour in real life “

5. “Planning process designed to assure that all brand contacts received by the customer for a product,service or organization are relevant to that person and consistent over time. “

6. INTEGRATED MARKETING COMMUNICATION Skilfully combined variety of communication disciplines to provide : ◎Clarity ◎Consistency ◎Maximum Impact

7. ADVERTISING AGENCIES Help to grow your business !

8. CO-ORDINATING MEDIA To achieve maximum impact and message strength !

9. CO-ORDINATING MEDIA ◎ Marketers should combine personal and nonpersonal communications channels to achieve maximum impact and message strength. ◎ Promotions can be more effective when combined with advertising. ◎ Companies can co-ordinate their online and offline communication activities.

10.

11. Large ad-agencies have acquired promotion agencies,PR firms,package design consultancies,web developers , direct mail houses and redefined themselves as “Communications Companies”.

12. IMPLEMENTING IMC ◎ It can produce stronger message consistency and help build brand equity and create greater sales impact. ◎ Forces the management to think about every way the customer comes into contact with the company. ◎ Improves the company to reach the right customers with right messages at the right time and in the right place .

13. Thank You! Hope you learnt something useful :)

14. Credits Special thanks to all the people who made and released these awesome resources for free: ◎ Presentation template by SlidesCarnival ◎ Photographs by Unsplash & Death to the Stock Photo (license) ◎ Dark wood background by The pattern library ◎ Google Images

15. Presentation design ◎ Created by : Harika Ganta , IIITD&M Kancheepuram ◎ During an internship under : Prof. Sameer Mathur , IIM Lucknow www.IIMInternship.com

What is an integrated marketing communication program

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