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Integrated Marketing Communication
4p’s of marketing mix
 Product
 Price
 Place
 Promotion
 Marketing communication is
focused on promotion mix
 Promotion compasses all the tools
in the marketing mix whose major
role is persuasive communication
What is communication?
 Transmitting, receiving & processing
information.
 Communication occurs when the
message that was sent reaches its
destination in a form that is
understood by the intended audience
The communication Process
Elements in the communication process
Sender
Encoding
Decoding
Receiver
Response
Feedback
Noise
Message
Media
Communication in marketing
 Sender are the manufacturing or
marketing companies
 Intended audience is mainly customer
internal or external
 The idea is to convey the positive
things about the product, brand or
company
 Intentions may be different like image,
sale, revenue, profit or just to get
attention
 Encoding – putting thoughts into symbolic form
 Message – Set of symbols
 Media – communication channel
 Decoding – The process by which receiver
assign meaning to the symbol encoded by the
sender
 Receiver – The party receiving the message
sent by another party
 Response – The reaction of the receiver after
being exposed to the message.
 Feedback – The part of the receivers response
communicated back to the sender.
 Noise – The unplanned static or distortion
during the communication process.

Senders field Receivers Field
of experience of experience
Sender Encoding
Media
Decoding Receiver
Noise
ResponseFeedback
Message
Integrated marketing communication by manish badhiye
promotion
 Promotion is the coordination of all
seller initiated efforts to set up
channels of information & persuasion
in order to sell goods & services or
promote an idea
 Promotion compasses all the tools in the
marketing mix whose major role is
persuasive communication
Elements of Promotion Mix
Promotion Mix
Advertising Direct marketing
Interactive /
Internet marketing
Sales promotion Personal selling
Publicity/ public relation
AdvertisingAdvertising
Direct MarketingDirect Marketing
Interactive/
Internet Marketing
Interactive/
Internet Marketing
Sales PromotionSales Promotion
Publicity/Public
Relations
Publicity/Public
Relations
AdvertisingAdvertising
Personal SellingPersonal Selling
Direct MarketingDirect Marketing
Interactive/
Internet Marketing
Interactive/
Internet Marketing
Sales PromotionSales Promotion
Publicity/Public
Relations
Publicity/Public
Relations
Basic Elements of the Promotional Mix
Communication or promotion
tools
 Advertising
 Sales promotion
 Public relations
 Personal selling
 Direct marketing
 Interactive / internet marketing
Point of
purchase
Publicity
Public
relations
Direct
marketing
Interactive
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Traditional Approach to Marketing
Communications
Media
Adver-
tising
Integrated marketing communication by manish badhiye
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Advertising
 Paid form- occasional exception PSA
 Nonpersonal - involves mass media
generally no opportunity for
immediate feedback ( except
direct response ad)
 Used to create brand images and symbolic
appeals for a company or brand
Sales promotion
 Short term incentives to encourage the
purchase or sale of product or service.
 Discounts
 Coupons
 Displays
 Demonstrations
Two Types-
 Consumer-oriented – targeted to the
ultimate user of a product /service
 Trade-oriented - targeted towards
marketing intermediaries
Public Relation
 Building good relations with the companies
various publics by obtaining favorable publicity,
building up good corporate image, and handling
or heading off unfavorable rumors, stories, and
events.
 Press releases
 Sponsorships
 Special events
 Web pages
Personal Selling
 Personal presentation by the firms sales force
for the purpose of making sales and building
customer relationship
 Sales presentations
 Trade shows
 Incentive programs
Direct Marketing
 Direct connection with carefully targeted
individual consumers to both obtain an
immediate response and cultivate lasting
customer relationships.
through the use of direct mail,
telephone, direct-response television, e-mail,
and the Internet to communicate directly with
specific consumers
 Catalog
 Telemarketing
 Kiosks
Interactive / internet marketing
Steps in Developing Effective
Marketing Communication
Identify the target audience
Determine the communication objectives
Design the message
Choose the media
Select the message source
Collecting feedback
Determine the communication
objectives
IMC
 The concept under which a company
carefully integrates and coordinates
its many promotion tools, sources,
avenues to deliver a clear, consistent,
and compelling message about the
organization and its products.
What is Integrated Marketing
Communication
 Integrated Marketing Communication is a
simple concept. It ensures that all forms of
communication and messages are carefully
linked together.
 At its most basic level, Integrated Marketing
Communications, or IMC, means integrating
all the promotional tools, so that they work
together in harmony.
Reasons for the Growing Importance of IMC
Media advertisingMedia advertising Multiple forms of communicationMultiple forms of communication
Mass mediaMass media Specialized mediaSpecialized media
Manufacturer dominanceManufacturer dominance Retailer dominanceRetailer dominance
Concept Driven AppealsConcept Driven Appeals Data-driven marketingData-driven marketing
Low agency accountabilityLow agency accountability Greater agency accountabilityGreater agency accountability
Traditional compensationTraditional compensation Performance-based compensationPerformance-based compensation
Limited Internet availabilityLimited Internet availability Widespread Internet availabilityWidespread Internet availability
Reasons for the Growing Importance of IMC
 Shifting of marketing dollars from media advertising to other
forms of promotion , particularly consumer-and trade-oriented
sales promotions.
 A movement away from relying on advertising-focused
approaches, which emphasize mass media such as network
television and national magazines, to solve communication
problems
 A shift in marketplace power from manufacturers to retailers.
 Rapid growth and development of database marketing.
 Demand for a greater accountability from advertising
agencies and the changes in the way agencies are
compensated.
 The rapid growth of the internet, which is changing the very
nature of how companies do business and the way they
communicate and interact with consumers.
IMC Audience Contact Tools
Broadcast
media
(TV/radio)
Broadcast
media
(TV/radio)
Print media
(newspapers,
magazines)
Print media
(newspapers,
magazines)
Public
Relations/
publicity
Public
Relations/
publicity
Internet/
interactive
Internet/
interactive
Direct
marketing
Direct
marketing
Sales
Promotion
Sales
Promotion
Product
placements
(TV and movies)
Product
placements
(TV and movies)
Events and
sponsorship
Events and
sponsorship
Word-of-
mouth
Word-of-
mouth
Point-of-
purchase
(displays,
packaging)
Point-of-
purchase
(displays,
packaging)
Personal
selling
Personal
selling
Out-of-home
media
Out-of-home
media
Target AudienceTarget Audience
Need for Integrated Marketing
Communications
Conflicting messages from different
sources or promotional approaches
can confuse the customers about
company or brand images
Increasing no of promotional tools &
trends if not used to complement each
other, the message is not effective
creating chaos in customer’s mind
Benefits
 increases profits through increased effectiveness
 create competitive advantage
 boost sales by stretching messages across several
communications tools to create more avenues for
customers to become aware, aroused, and ultimately,
to make a purchase and profits, while saving money,
time and stress.
 Creates credibility & reduces risk in the mind of the
buyer
Continued…
 nurture long term relationships with customers
Factors affecting IMC
programs
In developing an IMC strategy, a company combines
the promotional mix elements, balancing the strengths
& weaknesses of each.
Companies considers many factors in developing their
IMC programs including
 Type of product
 Target market
 Buyer decision process
 PLC stage
 Distribution channels
What is an IMC plan?
 A framework for developing,
implementing & controlling the
organization's integrated marketing
communication programs & activities
IMC Plan
 It must : -
 Evaluate the current situation
 Determine the role of each promotion mix
element
 Develop the strategies for each promotion mix
element
 Plan for their implementation
 Consider how to evaluate results
IMC planning model
Review of mktg plan
Analysis of promotional program situation
Analysis of communication process
Budget determination
Develop IMC program
Direct Mktg Interactive/
Internet
mktg
Sales promotion PR/PublicityAdvtising PS
Cntd..
Direct Mktg internet mktg S p PRAdvtising PS
objectives objectives obj obj obj obj
strategy strategy strategy strategy strategy strategy
Msg &media
strategy &
tactics
Msg &media
strategy &
tactics
Msg &media
strategy &
tactics
Msg &media
strategy &
tactics
Msg &media
strategy
& tactics
Sales message
Strategy & sales
tactics
Integrate & implement mktg communication strategies
Monitor, evaluate & control IMC program
Review of marketing plan- it is a written document that describes the
overall mkting strategy & programs developed for an organization
Examine overall marketing plan and
objectives
Role of advertising and promotion
Competitive analysis
Asses environmental influences
Analysis of promotional program situation
Internal analysis
External analysis
Analysis of communications process
Analyze receivers response process
Analyze source, message, channel factors
Establish communications goals and objectives
Budget Determination
Set tentative marketing communications budget
Allocate tentative budget
Develop integrated marketing communications program
 Integrate and implement Marketing communication
Strategies
Integrate promotion mix strategies
create and produce ads
Purchase media time , space, etc.
design & implement direct marketing programs
design & distribute sales promotion materials
design & implement public relation / publicity programs
design & implement interactive / internet marketing
programs
Monitor , Evaluate, and control IMC program.
Evaluate promotional program results/ effectiveness
Take measure to control and adjust promotional strategies
Marketing and promotion process model
Integrated marketing communication by manish badhiye

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Integrated marketing communication by manish badhiye

  • 2. 4p’s of marketing mix  Product  Price  Place  Promotion
  • 3.  Marketing communication is focused on promotion mix  Promotion compasses all the tools in the marketing mix whose major role is persuasive communication
  • 4. What is communication?  Transmitting, receiving & processing information.  Communication occurs when the message that was sent reaches its destination in a form that is understood by the intended audience
  • 5. The communication Process Elements in the communication process Sender Encoding Decoding Receiver Response Feedback Noise Message Media
  • 6. Communication in marketing  Sender are the manufacturing or marketing companies  Intended audience is mainly customer internal or external  The idea is to convey the positive things about the product, brand or company  Intentions may be different like image, sale, revenue, profit or just to get attention
  • 7.  Encoding – putting thoughts into symbolic form  Message – Set of symbols  Media – communication channel  Decoding – The process by which receiver assign meaning to the symbol encoded by the sender  Receiver – The party receiving the message sent by another party  Response – The reaction of the receiver after being exposed to the message.
  • 8.  Feedback – The part of the receivers response communicated back to the sender.  Noise – The unplanned static or distortion during the communication process. 
  • 9. Senders field Receivers Field of experience of experience Sender Encoding Media Decoding Receiver Noise ResponseFeedback Message
  • 11. promotion  Promotion is the coordination of all seller initiated efforts to set up channels of information & persuasion in order to sell goods & services or promote an idea
  • 12.  Promotion compasses all the tools in the marketing mix whose major role is persuasive communication
  • 13. Elements of Promotion Mix Promotion Mix Advertising Direct marketing Interactive / Internet marketing Sales promotion Personal selling Publicity/ public relation
  • 14. AdvertisingAdvertising Direct MarketingDirect Marketing Interactive/ Internet Marketing Interactive/ Internet Marketing Sales PromotionSales Promotion Publicity/Public Relations Publicity/Public Relations AdvertisingAdvertising Personal SellingPersonal Selling Direct MarketingDirect Marketing Interactive/ Internet Marketing Interactive/ Internet Marketing Sales PromotionSales Promotion Publicity/Public Relations Publicity/Public Relations Basic Elements of the Promotional Mix
  • 15. Communication or promotion tools  Advertising  Sales promotion  Public relations  Personal selling  Direct marketing
  • 16.  Interactive / internet marketing
  • 19. Contemporary IMC Approach Point of purchase Publicity Interactive marketing Public relations Direct marketing Special events Packaging Sales promotion Direct response Media Adver- tising
  • 20. Advertising  Paid form- occasional exception PSA  Nonpersonal - involves mass media generally no opportunity for immediate feedback ( except direct response ad)  Used to create brand images and symbolic appeals for a company or brand
  • 21. Sales promotion  Short term incentives to encourage the purchase or sale of product or service.  Discounts  Coupons  Displays  Demonstrations Two Types-  Consumer-oriented – targeted to the ultimate user of a product /service  Trade-oriented - targeted towards marketing intermediaries
  • 22. Public Relation  Building good relations with the companies various publics by obtaining favorable publicity, building up good corporate image, and handling or heading off unfavorable rumors, stories, and events.  Press releases  Sponsorships  Special events  Web pages
  • 23. Personal Selling  Personal presentation by the firms sales force for the purpose of making sales and building customer relationship  Sales presentations  Trade shows  Incentive programs
  • 24. Direct Marketing  Direct connection with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. through the use of direct mail, telephone, direct-response television, e-mail, and the Internet to communicate directly with specific consumers  Catalog  Telemarketing  Kiosks
  • 26. Steps in Developing Effective Marketing Communication Identify the target audience Determine the communication objectives Design the message Choose the media Select the message source Collecting feedback
  • 28. IMC  The concept under which a company carefully integrates and coordinates its many promotion tools, sources, avenues to deliver a clear, consistent, and compelling message about the organization and its products.
  • 29. What is Integrated Marketing Communication  Integrated Marketing Communication is a simple concept. It ensures that all forms of communication and messages are carefully linked together.  At its most basic level, Integrated Marketing Communications, or IMC, means integrating all the promotional tools, so that they work together in harmony.
  • 30. Reasons for the Growing Importance of IMC Media advertisingMedia advertising Multiple forms of communicationMultiple forms of communication Mass mediaMass media Specialized mediaSpecialized media Manufacturer dominanceManufacturer dominance Retailer dominanceRetailer dominance Concept Driven AppealsConcept Driven Appeals Data-driven marketingData-driven marketing Low agency accountabilityLow agency accountability Greater agency accountabilityGreater agency accountability Traditional compensationTraditional compensation Performance-based compensationPerformance-based compensation Limited Internet availabilityLimited Internet availability Widespread Internet availabilityWidespread Internet availability
  • 31. Reasons for the Growing Importance of IMC  Shifting of marketing dollars from media advertising to other forms of promotion , particularly consumer-and trade-oriented sales promotions.  A movement away from relying on advertising-focused approaches, which emphasize mass media such as network television and national magazines, to solve communication problems  A shift in marketplace power from manufacturers to retailers.  Rapid growth and development of database marketing.  Demand for a greater accountability from advertising agencies and the changes in the way agencies are compensated.  The rapid growth of the internet, which is changing the very nature of how companies do business and the way they communicate and interact with consumers.
  • 32. IMC Audience Contact Tools Broadcast media (TV/radio) Broadcast media (TV/radio) Print media (newspapers, magazines) Print media (newspapers, magazines) Public Relations/ publicity Public Relations/ publicity Internet/ interactive Internet/ interactive Direct marketing Direct marketing Sales Promotion Sales Promotion Product placements (TV and movies) Product placements (TV and movies) Events and sponsorship Events and sponsorship Word-of- mouth Word-of- mouth Point-of- purchase (displays, packaging) Point-of- purchase (displays, packaging) Personal selling Personal selling Out-of-home media Out-of-home media Target AudienceTarget Audience
  • 33. Need for Integrated Marketing Communications Conflicting messages from different sources or promotional approaches can confuse the customers about company or brand images Increasing no of promotional tools & trends if not used to complement each other, the message is not effective creating chaos in customer’s mind
  • 34. Benefits  increases profits through increased effectiveness  create competitive advantage  boost sales by stretching messages across several communications tools to create more avenues for customers to become aware, aroused, and ultimately, to make a purchase and profits, while saving money, time and stress.  Creates credibility & reduces risk in the mind of the buyer
  • 35. Continued…  nurture long term relationships with customers
  • 36. Factors affecting IMC programs In developing an IMC strategy, a company combines the promotional mix elements, balancing the strengths & weaknesses of each. Companies considers many factors in developing their IMC programs including  Type of product  Target market  Buyer decision process  PLC stage  Distribution channels
  • 37. What is an IMC plan?  A framework for developing, implementing & controlling the organization's integrated marketing communication programs & activities
  • 38. IMC Plan  It must : -  Evaluate the current situation  Determine the role of each promotion mix element  Develop the strategies for each promotion mix element  Plan for their implementation  Consider how to evaluate results
  • 39. IMC planning model Review of mktg plan Analysis of promotional program situation Analysis of communication process Budget determination Develop IMC program Direct Mktg Interactive/ Internet mktg Sales promotion PR/PublicityAdvtising PS
  • 40. Cntd.. Direct Mktg internet mktg S p PRAdvtising PS objectives objectives obj obj obj obj strategy strategy strategy strategy strategy strategy Msg &media strategy & tactics Msg &media strategy & tactics Msg &media strategy & tactics Msg &media strategy & tactics Msg &media strategy & tactics Sales message Strategy & sales tactics Integrate & implement mktg communication strategies Monitor, evaluate & control IMC program
  • 41. Review of marketing plan- it is a written document that describes the overall mkting strategy & programs developed for an organization Examine overall marketing plan and objectives Role of advertising and promotion Competitive analysis Asses environmental influences Analysis of promotional program situation Internal analysis External analysis Analysis of communications process Analyze receivers response process Analyze source, message, channel factors Establish communications goals and objectives Budget Determination Set tentative marketing communications budget Allocate tentative budget Develop integrated marketing communications program
  • 42.  Integrate and implement Marketing communication Strategies Integrate promotion mix strategies create and produce ads Purchase media time , space, etc. design & implement direct marketing programs design & distribute sales promotion materials design & implement public relation / publicity programs design & implement interactive / internet marketing programs Monitor , Evaluate, and control IMC program. Evaluate promotional program results/ effectiveness Take measure to control and adjust promotional strategies
  • 43. Marketing and promotion process model