Introduction to Intergrated Marketing Communication

Integrated Marketing Communication
IMC
UNIT - 1

IMC Definition
• IMC can be defined as ‘coordinating all the
tools of the marketing communication and
integrating them into seamless program so that
the customers get clarity about the brand and
company can generate a consistent attitudinal
and behavioral response and maximize
communication impact’

Need and Importance of IMC
• IMC helps in differentiating the product of the
company from the products of the customers
• IMC involves promotion of the product which
reminds the customers about the product.
• IMC informs the customers about the product
and creates awareness
• IMC helps in persuading the customer to
purchase the product or service

Role of IMC in Marketing Process
• IMC plays a vital role in marketing process
• Marketing process involves many functions
like pricing, distribution, promotion, customer
service etc
• IMC in involved with the promotion function
of marketing
• IMC uses promotion mix tools in an integrated
manner so as to deliver a clear and consistent
message to the customers and invoke their
response

Factors Affecting IMC
• Promotion objective of the company – the
company will use IMC according to its
marketing objectives
• Budget available for promotion – which tools
of IMC will the company use will depend on
its budget
• Tools available for promotion – the availability
of IMC tools will decide which tools will be
used

Factors Affecting IMC
• Behavioral response from the customers –
company will use those tools more than others
to which customers respond better

IMC tools
• The Following are the tools of Integrated
Marketing Communication
Advertising
Public Relations
Sales promotion
Personal Selling
Direct Marketing
Publicity [Word of Mouth]

Advertising
• Advertising is the paid form of promotion
• Advertising can be done using various media
such as – Print media, electronic media and
internet
• Print media – newspapers, magazines, banners
and billboards, wall ads etc
• Electronic media – TV, Radio
• Internet – Social Media, Websites, Apps etc

Advertising Objectives
• Creating awareness / giving information
• Changing attitudes
• Increasing sales through positioning and brand
building [a major objective]
• Making people recall the product
• Acquire customers

PR – Meaning
• Public relations consists number of activities to
protect company’s image in the eyes of the
public [people in general]
• Most of the multinational companies have a
PR department that makes all effort to monitor
the attitude and perceptions of customers.
• It is used to distribute and communicate all the
necessary information to build up good
reputation in the mind of the public.

PR – Objectives
• Building corporate image
• Enhance the reputation of the company
• Building favorable impression of its products
• PR acts as a supplement to advertising
• Facilitates smooth functioning of business

PR – Tools and Methods
• Media Articles [newspapers and magazines]
• Interviews [for prints and electronic media]
• Speeches
• Online Reputation Management [ORM]
• Public outreach programs [customer education
etc]
• Product launch events
• E.g. Google fights Ebola campaign
• https://www.youtube.com/watch?v=ZTgFxd-
MO2A

Sales Promotion – Meaning
• Sales promotion is a promotional strategy
where the product is promoted using short-
term attractive incentives to stimulate its
demand and increase its sales.
• It is applied for a predetermined, limited
period of time
• Sales promotion is very common in products
such as apparels, footwear & consumer
durables

Sales Promotion – Objectives
• To create market for new products by offering
discounts on purchases
• To increase short term sales quickly, in a
limited time
• To sell out old stock by offering discounts and
offers
• To attract new customers
• To beat competitors in sales

Sales Promotion – Methods
• Free samples
• Gifts with each purchase
• Discount coupons / vouchers [Reliance
Trends]
• Exchange schemes
• Buy one get one [or more than one]
• % discounts [flat or Up To]
• Finance schemes [0 % interest EMI etc]

Personal Selling – Meaning
• Personal selling is also known as face-to-face
selling in which one person who is the
salesman tries to convince the customer in
buying a product.
• Personal selling is a part of promotional- mix
and it is an art of person-to-person
communication for persuading prospects or
consumers in the sales process.

Personal Selling – Objectives
• Build relationships with customers for long
term benefits
• Answer questions of customers, e.g. insurance
products
• Give demonstration to the customer specially
in case of machinery etc
• Give a personal touch to sales process,
interaction
• In B2B space, personal selling in very
common

Personal Selling – Process
Prospecting
Preparation
Approach / Appointment
Meeting / Presentation
Query Handling
Closing the Sale
Follow Up

Direct Marketing – Meaning
• Direct marketing includes marketing /
promotion that relies
on direct communication to individual
consumers, rather than through a third party
such as mass media.
• This type of marketing is typically used by
companies with smaller advertising budgets,
since they cannot afford to pay for
advertisements on television and often do not
have the brand recognition of larger firms.

Direct Marketing – Objectives
• Direct marketing includes marketing /
promotion that relies on direct communication
to individual consumers, rather than through a
third party such as mass media.
• This type of marketing is typically used by
companies with smaller advertising budgets,
since they cannot afford to pay for
advertisements on television and often do not
have the brand recognition of larger firms.

Direct Marketing – Methods
• The following are the methods of doing Direct
Marketing:
SMS
Email marketing
Targeted Social Media Ads [CTA – Call to
Action]
Catalogue marketing [physical / E-catalogues]
Telemarketing [direct phone calling]
Messenger marketing [Whatsapp / FB / Telegram]

Publicity – Meaning
• Publicity is that element of promotion mix
which happens for free. It never costs
anything.
• Publicity comes from Customers, journalists
[free] and common folks
• Is it also called ‘word of mouth’ promotion
• Publicity can also use various media [social
media, newspapers, radio etc]

Publicity – Advantages
• No payment required
• Factual / varied information is passed
• Is more trustable
• Helps the intermediaries, makes sales easy
• Suitable to small organizations
• Positive word of mouth is best promotion

Publicity – Disadvantages
• Company has no control over the information
passed
• Can be negative also, can damage brand equity
• Can be false [rumors]
• Negative publicity is very difficult to curb,
needs huge expenditure
• In the age of social media, content goes ‘viral’
in no time, organizations have to keep track of
social media as all time.

Consumer Response Models
• AIDA model – Attention, Interest, Desire and
Action
• Hierarchy of Effects model – There are six
phases from where the customer views the
product and where he purchases it. These are –
Awareness, Knowledge, Liking, Preference,
Conviction and Purchase
• Innovation adoption model – has five phases –
Awareness, Interest, Evaluation, Trial and
Adoption

Consumer Response Models
• Information processing model – this model has
six stages - Presentation, Attention,
Comprehension, Yielding, Retention and
Behaviour
• Operational model – this model has three
stages – Non evaluative thinking, Evaluative
thinking and Action

Introduction to Intergrated Marketing Communication

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