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Integrated

MarketingCommunication

PRESENTED BY : MALA ,POONAM &

SURBHI

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IMCis a way of looking at

the whole marketing Process

From the viewpoint of the receiver

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` Marketing Communications (orMarCom or

Integrated Marketing Communications) are

messages and related media used to communicatewith a market.

` It is primarily concerned with demand generation,

product/produce/service positioning

` It is part of the marketing mix, includes all themeans by which a company communicates

directly with present & potential customers.

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Why are marketing communications 'integrated?'

Integrated means combine or amalgamate, or put simply the jigsaw

pieces that together make a complete picture.

This is so that a single message is conveyed by all marketing

communications.

Different messages confuse your customers and damage brands.

So if a TV advert carries a particular logo, images and message,

then all newspaper adverts and point-of-sale materials shouldcarry the same logo, images or message, or one that fits the same

theme.

Coca-Cola uses its familiar red and white logos and retains themes

of togetherness and enjoyment throughout its marketing

communications

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Integrated Marketing Communications

Company Carefully Integrates and Coordinates Its ManyCommunication Channels to Deliver a Clear, Consistent,

Compelling Message.

Advertising

Personal

Selling

Public

Relations

Sales

Promotion

Direct

Marketing

Packaging

Event

MarketingMessage

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Advertising

Print & broadcast Ads

Packaging-outer

Packaging-inserts

Motion Pictures

Brochure &Booklets

Posters & Leaflets

Directories

Bill Boards

Display Signs

POP

Audio Visual

Symbols & Logos

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Paramjit Sharma

Sales Promotion

Contests ,Games ,lotteries

Premiums & gifts

Samples

Fairs & Trade ShowsExhibitions

Demonstrations

CouponsRebates

Low Interest Financing

Trade in Allowances

Tie-ins

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Public Relations

Press kits

Speeches

Seminars

Annual Reports

Donations

Sponsorships

Publications

Community

Relations

Lobbying

Identity

Media

Company

Magazine

Events

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PersonalSelling

Sales Presentation

Sales meetings

IncentiveProgrammes

Samples

Fairs & TradeShows

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Direct Marketing

Catalogs

Mailings

Telemarketing

Electronic

Shopping

TV

Shopping

Fax Mail

E-mail

Voice Mail

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Communication Process

How Can we reachour Customers ?

How Can Our Customers Reach us?

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Message channel

Select the media/vehicle tocarry the message

Decoding the message

Receiver compares themsg to frame of

reference

Message as received

Knowledge/beliefs

Response

Ranges from simpleawareness to

purchase

Feedback

Impact measuredusing research etc

Message as intended

A promotional idea inmarketers mind

Encoding the message

Create an ad display orsales presentation

Communication Process

NoiseCompeting

ads and

other

distractions

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Steps in Developing EffectiveCommunication

Identify TargetAudienceDeveloping Objectives

Design MessageSelect ChannelsEstablish BudgetD

ecide On Media MixMeasure ResultsManageIMC

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Identify TargetAudience

Potential Buyers

Current Users

Deciders or Influencers

Individuals

Groups

Particular or General Public

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Identify TargetAudience

1 familiarity Scale

Image Analysis

2Favorability Scale

Never Heard Of Know a Know a fair Know Very

Heard Of Only Little Bit Amount well

Very Somewhat Indifferent Somewhat Very

Favorable Unfavorable favorable Favorable

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ImageAudience-FF Analysis

AB A

DC

Favorable

Attitude

Unfavorable Attitude

High

Familiarity

low

Familiarity

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Design The Message

Message

Structure

Message

Content

Rational Appeal

Emotional Appeal

Moral Appeal

Message

Format

Message

Source

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Selecting Communication Channels

Personal Communication Channels

Face to-Face ,over telephone

*Advocate, Experts & Social Channel

Non Personal Communication

Channels

*Media(print media , broadcast media,

display media , online media), Atmosphere,

Events

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Marketing Communication Budget

FOUR Methods

Affordable Method

Percentage Of Sales Method

Competitive Parity Method

Objective & Task Method

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Marketing Communication Budget

Objective & Task Method

Establish Market share Goal

Percentage which can be reached by advertising

Percentage of aware Prospects to be Persuaded by

advertisement

Trial Rate

Gross Rating Points

Determine advertisement Budget

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Deciding The MarketingCommunication Mix

PROMOTION TOOLS

Advertising

Sales Promotion

PR & Publicity

Personal Selling

Direct Marketing

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Measure The Communication Results

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Tone of voice Non-Verbal cues

Ambiguous messages Cultural differences

Differentsources

Sources of misunderstandingof a communication

Common differences

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Active listening

speak directly toyour opponent

speak for apurpose

AVOID MISUNDERSTANDING

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Conclusion

IMC is of vital importance that any communication

activity is set in the context of the overall

marketing strategy. It involves the setting of its

own objectives and budget which should besoundly based on the target audience as should

the marketing communication mix decisions.

Marketing communication research should be

used to establish the effectiveness of thecommunications strategy

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References

Kenneth E & Donald Baack. "Integrated

Advertising, Promotion, and Marketing

Communications." 3rd Edition. Pearson

Education, Inc (2007).

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THANK YOU