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Introduction To IntegratedMarketing Communications

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Definition of Integrated

Marketing Communications

A concept of marketingcommunications planning that

recognizes the added value of a

comprehensive plan that evaluates thestrategic roles of a variety of

communication disciplines and

combines these disciplines to provideclarity, consistency and maximum

communications impact.

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The Marketing & Promotional Mixes Marketing Mix:

Product or Service

Pricing

Channels of Distribution

Promotional Mix: Advertising

Direct Marketing

Interactive/internet marketing

Sales Promotion

Publicity/Public Relations

Personal Selling

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5

Response

Feedback

Media

Sender

Encoding

Message

Decoding

Receiver

Noise

The Communication Process

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Reasons For Growing Importance of

IMC

Shift from media advertising to other forms ofmarketing communication

Movement focused on approaches that emphasizemass media

Demands for greater ad agency accountability

To capture overall market

Rapid growth of the Internet

Increasing importance of branding

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IMC Communication Tools

IMC Communication Tools

AdvertisingDirect

Marketing

Interactive/

Internet Marketing

Sales

PromotionPublicity/Public

Relations

Personal

Selling

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Classifications of Advertising

Advertising to Consumer MarketsNational advertising

Retail/local advertising

Advertising to increase demand Primary demand for the product category

Selective demand for a specific brand

Business & professional advertisingBusiness-to-business advertising

Professional advertising

Trade advertising

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Direct Marketing

Direct marketing methods

Direct mail

Catalogs

Telemarketing

Direct response ads

Direct selling

Internet

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Interactive/Internet Marketing

Use of the Internet as an IMC Tool As an advertising medium to inform, educate

and persuade customers

As a direct sales tool

To obtain customer database information To communicate and interact with buyers

To provide customer service and support

To build and maintain customer relationships

As a tool for implementing sales promotion

As a tool for implementing publicity/public

relations programs

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Marketing activities that provide extra value or incentives to the

sales force, distributors, or ultimate consumers and canstimulate immediate sales.

Sales Promotion

Trade-oriented

Targeted toward marketing

intermediaries such as

retailers, wholesalers, or

distributors

Promotion allowances

Merchandise allowances

Price deals

Sales contests

Trade shows

Consumer-oriented

Targeted to the ultimateusers of a product or

service Coupons

Sampling

Premiums

Contests

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Publicity

Advantages of publicity Credibility Low cost

Often results in word-of-mouth

Disadvantages of publicity Not always under control of organization

Can be negative

Nonpersonal communication regarding an organization,

product, service, or idea not directly paid for or rununder identified sponsorship.

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Publicity Vehicles

News Releases: Single-page news stories sent to media who might print or

broadcast the content.

Feature Articles: Larger manuscripts composed and edited for a particular

medium.

Captioned Photos: Photographs with content identified and explained below

the picture.

Press Conferences: Meetings and presentations to invited reporters andeditors.

Special Events: Sponsorship of events, teams, or programs of public value.

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Personal Selling

Oral presentation in a conversation with one ormore prospective purchasers for the purpose ofmaking a sale

FUNCTIONS AND CONTRIBUTIONS OF

PERSONAL SELLING

Relationship Management (Trust)

Two-Way Information Channel (Diffusion of

Product andMarket Information)

Facilitate Exchange

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THANK YOU

Ravi Pratap Singh

CFTR08 37