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n egra e

MarketingCommunication

s

2. Evolution ofIMC& IMC

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& IMC

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The simplified definition of IMC

It is a

Customer

Centric,

Data Drivenmethod of

communicating

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History of IMC?

BORN 1988 + - years

Advertising was the dominant communication It was becoming clear that people relate to

BRANDS and not marketing or

communications Products were giving way to brands

Individuals were becoming as important as

segments Information Technologybreakthrough

Globalization

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How theConcept of

IMC

Evolved ?

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Evolution of IMC

Stage 1.Need for Coordination ofall tactical Communication efforts

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Stage 2: Scope of MarketingCommunications redefined.

Evolution of IMC

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Evolution of IMC

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Evolution of IMC

Stage 4: Need for Strategic

integration Financial measures of effective

communications are needed

IMC leads to the success of the

marketing strategy

IMC implies Financial success for the

company.

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NEW CHANNELS

BRAND PR

TV

OUTDOOR

RADIO

PRINT AD

SAMPLING

SPONSORSHIP

IN-STOREEVENTS

The Components of MarketingCommunications

FACEBOOK/TWITTER

DIGITAL SOCIAL

SMARTPHONES

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The Diversity of Target Audience

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SEND

ER

ENCODING

TRANSMISSION

DEVICESDecoding

RECEIVER

FEEDBACK

noise

Process

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What is IMC concept?

IMC is a way of looking

at the whole marketing

process from the

viewpoint of the

customer.

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Why IMC?

The ConsumersPerception is that

advertising is what allcompanies do , &

They see all communicationeffort as a

Single Advertisement

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Why IMC?

The MarketersPerspective is that they

must communicate,&

They givedisproportionately highfocus to

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mpor ance oAccountability

All marketing

activities must

produce

measurableresults

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mpor ance oAccountability

Marketing is now an investment &

not cost.

Ad agencies are required to

produce Tangible Results. Brand Managers are expected to

spend their budgets wisely

Creative people in Ad agencies areequally responsible for producing

results

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IMC Course Project Objectives:

Activity to be done in 3 parts (30

marks)1. Part 1 due March1, week #9, just

after 1st mid- term

2. Part 2 due March 15,

week#12,before 2nd mid-term

3. Part 3 due April 12, 2011 week#15

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IMCCourse Project Objectives:

Groups of 5 students each to be formed Email me a written proposal within a week. Jan 26,

2011

The proposal should briefly highlight the pakistaniorganization and brand selected

What activity has been chosen? i.e.

1. Launch,2. Re-launch,

3. Repositioning,

4. Promotion Campaign Etc

Once this is discussed individuall with the rou