Integrated Marketing Communication

Integrated Marketing Communication What does one understand my the term Integrated Marketing Communication? IMC is a way of looking at the whole marketing Process From the viewpoint of the receiver

Define Integrated Marketing Communication 

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The message & approaches of general advertising, direct response, sales promotion, public relations, & personal selling efforts are combined to provide clarity, consistency & maximum communications impact. It calls for a big picture approach, such as planning marketing & promotion programs & coordinating the various communication functions. It requires firm to develop a total marketing communications strategy that recognizes what the sum total of a firm’s marketing activities, not just advertising communicate to its customers. Consumer’s perceptions of a firm &/or brands are a synthesis of the messages they receive from various sources. These also include media advertisement, price, direct marketing, efforts, publicity & sales promotions, as well as interactions with sales people & other customer contact employees In the global economy with international markets & instantaneous communications, no aspect of marketing can be studied in a vacuum or in isolation if one expects to be accurate and relevant.

Objectives of Integrated Marketing Communication (IMC) 

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Relevance of market within the context of advertising Relevance of promotion mix Exposure to IMC is step forward in understanding advertising Branding – dominant role in today’s advertising

Three Aspects

How Does Communication Work ?

Steps In Developing IMC

Responsibility Of Planning IMC

Marketing Communication Mix- 5 Models

Advertising Sales Promotion Public Relation Personal Selling Direct Marketing

Advertising •Print & broadcast Ads •Packaging-outer •Packaging-inserts •Motion Pictures •Brochure &Booklets •Posters & Leaflets •Directories •Bill Boards •Display Signs •POP •Audio Visual •Symbols & Logos

Sales Promotion •Contests ,Games ,lotteries •Premiums & gifts •Samples •Fairs & Trade Shows •Exhibitions •Demonstrations •Coupons •Rebates •Low Interest Financing •Trade in Allowances •Tie-ins

Public Relations •Press kits

•Community Relations

•Speeches

•Lobbying •Seminars •Annual Reports

•Identity Media

•Donations

•Company Magazine

•Sponsorships •Publications

•Events

Personal Selling Sales Presentation Sales meetings Incentive Programmes Samples Fairs & Trade Shows

Direct Marketing

Catalogs

TV Shopping

Mailings

Fax Mail

Telemarketing

E-mail

Electronic Shopping

Voice Mail

Communication Process

How Can we reach

our

Customers ? How Can Our Customers Reach us?

Communication Process

SENDER

Encoding

Message

Decoding

Media

NOISE

Feedback

Response

RECEIVER

Message Not Reaching Target Audience

Selective Attention

Selective Distortion

Selective Retention

Developing Effective Communication Identify Target Audience Developing Objectives Design Message Select Channels Establish Budget Decide On Media Mix Measure Results Manage IMC

dentify Target Audience Potential Buyers

Current Users

Deciders or Influencers

Individuals

Groups

Identify Target Audience Image Analysis 1 familiarity Scale Never

Heard Of

Know a

Heard Of

Only

Little Bit

Know a fair Know Very Amount

well

Somewhat

Very

2 Favorability Scale Very

Somewhat

Favorable

Unfavorable

Indifferent

favorable

Favorable

Determining Communication Objectives

Models Stages

AIDA Model

Cognitive Stage

Innovation Hierarchy of Effect Model

Adoption Model Awareness

Affective Stage

Liking

Desire

Preference Conviction

Interest

Attitude

Evaluation

Intention

Trial

Behavior Stage

Reception

Cognitive Respon

Knowledge Interest

Model Exposure

Awareness Attention

Communicatio n

Action

Purchase

Behavior Adoption

Design The Message

Message Content Rational Appeal Emotional Appeal Moral Appeal

Message Structure

Message Format

Message Source

Selecting Communication Channels

Personal Communication Channels *Advocate, Experts & Social Channel Non Personal Communication Channels *Media, Atmosphere, Events, Cliques

Marketing Communication Budget 4 Methods

Affordable Method

Percentage Of Sales Method

Competitive Parity Method

Objective & Task Method

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

eciding The Marketing Communication Mix PROMOTION TOOLS •Advertising •Sales Promotion •PR & Publicity •Personal Selling •Direct Marketing