Integrated Marketing Communication PDF

Integrated Marketing Communication
The Modern World of Marketing

• Rapidly changing media environment
• Mass media losing viewers, readers, listeners
• Digital media targets narrow audience
• Consumers not content to be passive message recipients
• Information now obtained from a myriad of sources
The Growth of Advertising and Promotion
• Integral part of social and economic systems
• Carefully prepared messages delivered
to carefully targeted audiences
• Six-fold increase between 1980 and 2010
• New marketing channels
• Internet ads (banner ads, videos, webisodes)
• Social media
• Mobile marketing
The Role of Marketing
Advertising & Nonprofit
Promotion Organizations
Inform customers of Solicit donations
a product or service
Offer intangible
Convince them of its social and
ability to satisfy their psychological
wants or needs satisfactions
Help develop and
sustain relationships
What is Marketing?
The activity, set of institutions, and processes for…
creating, communicating, delivering, and exchanging offerings that

have…
value for customers, clients, partners, and society at large

What is Value?
• Customer’s perception of all the benefits
of a product or service
• Weighed against
costs of acquiring
and consuming it
• Benefits can be…

• Functional
• Experiential
• Psychological
The Marketing Mix
• The Four Ps
• Product
• Price
• Place
• Promotion
Task of Advertising?
• In today's time consumers are difficult to catch, advertising messages has to find
them wherever they can be found.
• Consumers read and notice what interests them, sometimes it’s an ad.
• The success of any advertising or communication depends on –
The Creative Content and the Media Planning

So in short, the marketers has to find different way to communicate to
their consumers!
@ RAJESH NAMBIAR
Advertising In times of simplicity
• In earlier days, things used to be very simple
• Create a product
• Generate a catchy name
• Create a nice jingle
• Air it repeatedly on Chitrahaar and Mahabharat
• Result – TOM awareness for the brand
• Quite a few brands owe their super brand status to this formula of brand
building.
@ RAJESH NAMBIAR
Advertising In times of simplicity
• Press- main medium
• Govt. control = no choice
• DD only TV channel
• Media planning non existent
• Our expectations from entertainment lower
• Enjoyed Hum Log, Buniyaad
• Mahabharata
• Startrek, Different strokes
Advertising in today’s times
• Host of channels MTV, Zee, Star Discovery
• Host of private and regional channels
• Programming boom
• War for eyeballs
• Primetime battle
• Niche channels - Movies, Sports, News
• More advertising opportunity
• The days of one-plan-fits-all are over.
• Many companies have recognized the need to integrate their various

marketing communication efforts such as the mass media advertising,
interactive advertising, public relations, sales promotion and direct
marketing to achieve more effective marketing communication to create a
big impact in the market place

@ RAJESH NAMBIAR
Integrated Marketing Communications
• Advertising is changing rapidly and the new
buzz word is
or
360°
communication
@ RAJESH NAMBIAR
The Ad world is forced to change and
grapple with this new environment.
Definition of IMC
Objectives of IMC
Objectives of IMC
Elements of IMC
Elements of IMC
Elements of IMC
Growing Importance of IMC
• Value of IMC
• Avoids duplication of marketing efforts
• Synergy among promotional tools
• More efficient and effective marketing
• Rapidly changing environment

• Consumer behavior
• Technology
• Media consumption behavior
• Proliferation of media
• The advertising process has to be true to problem solving. What is
essentially done is solving a marketing problem of the marketer,
Creatively. If there is nothing to sell or solve, you wont be
advertising. It then becomes indulgence.
• The job of advertising is not so much to inform but its how to
seduce the consumers. It is not so about advertising as it is about
creating an experience.
@ Rajesh Nambiar
• Today reaching out to consumers through different possible ways in the most
cost-effective manner is not only exciting and but challenging
• The competition in today’s marketplace is not for the customer’s money. The
real competition is for their emotions.
• Touch the hearts of the people you serve and they will be back for more.
• Engage their emotion and they will become raving fans of your brand. Miss this
insight and you might loose your business.
@ Rajesh Nambiar
• Consumers are difficult to catch, advertising messages will have to find them
wherever they can be found.
• In earlier days, things used to be very simple; create a product, generate a catchy
name, create a nice jingle and air the commercial repeatedly on Doordarshan’s
Chitrahaar and Mahabharat.
• There are quite a few brands who owe their super brand status to this formula of
brand building.
• But such days of one-plan-fits-all are over. Advertising is changing rapidly and
there are many new challenges. Many new and wonderful ways lie ahead.
• This is a very exciting time for anybody in and related to advertising.
@ Rajesh Nambiar
• In market based economies, consumers rely on advertising and other forms of
promotion to make their purchase decisions
• The ability of advertising and other promotional methods to deliver the

message to the target audience has given them a major role in the marketing
programs of most organizations
• Many companies have started to recognize the need to integrate their various
marketing communication efforts such as the Mass media advertising, Public
Relations, Sales Promotion and Direct Marketing to achieve more effective
marketing communication
@ Rajesh Nambiar
Traditional Approach to Marketing Communications
Sales
Publicity Promotion
Point of
Purchase
Media Packaging
Special Adver-
Events tising
Direct
Response
Public
Relations
Interactive
Direct Marketing
Marketing
@ Rajesh Nambiar
Contemporary IMC Approach
Sales Direct
Packaging
Promotion Response
Media
Point of
Purchase Adver- Public
tising Relations
Publicity
Interactive
Marketing Direct
Special
Marketing
Events
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
@ Rajesh Nambiar
What does this mean??
IMC is a concept of marketing communications planning that recognizes the

added value of a comprehensive plan that evaluates the strategic roles of a
variety of communication disciplines – like Advertising, DM, PR, SP, etc. - and
combines these disciplines to provide clarity, consistency, and maximum
communication impact (through the seamless integration of discrete messages)
Simply put it is
“A planning process designed to ensure that all brand contacts received by a

customer or prospects for a product, service, or organization are relevant to that
person and consistent over time.”
American Association of Advertising Agencies
@ Rajesh Nambiar
Other definitions
• Twenty-first century marketing will mean bringing a brand to life using all possible
contact points and not simply relying on old formulas.
• A management concept that is designed to make all aspects of marketing
communication such as advertising, sales promotion, public relations, and direct
marketing work together as a unified force, rather than permitting each to work in
isolation.
• In practice, the goal of IMC is to create and sustain a single look or message in all
elements of a marketing campaign.
• IMC can be defined as a holistic approach to promote buying and selling in the
new economy.
@ Rajesh Nambiar
Other definitions
• Integrated Marketing Communications (IMC) is the practice of unifying all
marketing communication tools, as well as all corporate and brand messages to
communicate in a consistent way with stakeholder audiences.
• This is, by far, the best definition.
• IMC, thus, goes beyond a single ad;
• goes beyond a campaign;
• goes beyond advertising;
• goes beyond even coordination with other
marketing tools like PR, DM etc.

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Integrated Marketing Communication

The Modern World of Marketing

creating, communicating, delivering, and exchanging offerings that

value for customers, clients, partners, and society at large

• Benefits can be…

The Creative Content and the Media Planning

• Many companies have recognized the need to integrate their various

big impact in the market place

• Rapidly changing environment

• The ability of advertising and other promotional methods to deliver the

IMC is a concept of marketing communications planning that recognizes the

“A planning process designed to ensure that all brand contacts received by a

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