What is an integrated marketing communications program?

-A.Tejitha ReddyIIT Hyderabad

Companies must adopt a “360 ◦

view “ of consumers to fully

understand the different ways in

which communication

can affect consumer

behavior in daily life.

“Planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant

to that person and consistent over time ”

Skill

fully

com

bine

s

var

iety

of

com

mun

icat

ion

disc

iplin

es to

Prov

ide:

Clarity

Consistency

Maximum impact

Coordinating Media

Marketers should combine personal and non-personal communications channels to achieve maximum impact and increase message reach.

Coordinating Media

Promotions can be more

effective when

combined with

advertising.

Coordinating Media

Coordinating Media

Companies can coordinate their online and offline

communication activities.

Implementing imc

Implementing imc

Large ad agencies have acquired

promotion agencies, public relations firms,

package design consultancies, web site developers, and direct mail houses and are redefining

themselves as “Communications

Companies”.

Implementing imc

IMC can produce stronger message consistency and

help build brand equity and

create greater sales impact.

Forces management

to think about

everyway the customer comes in

contact with the company,

how it communicate

s and the relative

importance of each vehicle, and timing

issues

Implementing imc

Implementing imc

Improves company’s ability

to reach the right customers

with the right messages

at the right time and in the right place.

Disclaimer:Created by

Tejitha Reddy Ajjuguttu, IIT Hyderabad,

during an internship by Prof. Sameer Mathur, IIM Lucknow.

www.IIMInternship.com

Contents:Marketing Management ,A South Asian Perspective

!6th Chapter