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IMC is a strategic approach to the planned

management of an organisation’s communications.

IMC requires that organisations coordinate their

various strategies, resources and messages

in order that it engage coherently and

meaningfully with target audiences. the main

purpose is to develop relationships with

audiences that are of mutual value.

it is a new way of looking at the whole, where once we saw only parts such as advertising, public relations, sales promotions, purchasing, employee communications and so forth, to look at it the way

the consumer sees it – as a flow of information from indistinguishable sources

what do we integrate?

Integrating the various tools can lead to synergies in a number of ways - here are some examples:

The sales team have an easier job if their product or company is well known as a result of sponsorship or advertising

In-store or point-of-sale communications that are consistent with advertising are more effective

A promotional campaign that is supported by advertising is generally more successful

Direct mailing is more effective when prepared by an awareness-increasing advertising campaign and supported by a sales promotion campaign

Public relations, corporate advertising and sponsorship can have synergistic effects on company image-building

Websites will be more frequently visited when announced in mass media advertising

Advertising for a trade show will be more effective if an incentive is to visit the stand is offered

barriers to integration…

principal planning tasks

1. who should receive the messages

2. what the messages should say

3. what image of the organisation/brand the audience are expected to retain

4. how much is to be spent

5. how the messages are to be delivered

6. what the desired action(s) of the target audience should be

7. how to control the plan once implemented

8. how to measure what was achieved

1

2

3

4

5

6

context analysis promotional objectives

promotional strategy

coordinated communications mix

implementation

Control and evaluation

Sales Promotion

Direct Marketing

Public Relations

Personal Selling

Advertising

Target Audience

Media

Media Media

Advertising Sales Promotion

Public Relations

Personal Selling

Direct Marketing

Communications

Ability to deliver a personal message Low Low Low High High

Ability to reach a large audience High Medium Medium Low Medium

Level of interaction Low Low Low High High

Credibility

Given by the target audience Low Medium High Medium Medium

Costs

Absolute costs High Medium Low High Medium

Cost per contact Low Medium Low High High

Wastage High Medium High Low Low

Size of investment High Medium Low High Medium

Control

Ability to target particular audiences Medium High Low Medium High

Management’s ability to adjust Medium High Low Medium High

Lev

el o

f ef

fect

iven

ess

+

awareness consideration purchase

Direct Marketing

Purchase Decision Sequence

Advertising Sales Promotion

Public Relations

Personal Selling

Direct Marketing

Level of control Medium High Low High Medium

Level of cost High Medium Low Medium High

Level of credibility Low Medium High Medium Medium

Level of dispersion - HIGH Low Medium High High Medium

Level of dispersion - LOW Medium High High Medium High

Primary tasks

Differentiate Inform

Persuade Differentiate Inform

Persuade Reinforce

Persuade

Determining what has been achieved

implementation…

…so, what goes in the plan then?