Integrated Marketing

Communication

Paramjit Sharma
IMC IMC IMC IMC

IMC is a way of looking at

the whole marketing Process

From the viewpoint of the receiver

Paramjit Sharma
 IMC IMC IMC IMC

Three Aspects

How Does Communication Work ?

Steps In Developing IMC

Responsibility Of Planning IMC

Paramjit Sharma
IMC IMC IMC IMC

Marketing Communication Mix- 5 Models

Advertising
Sales Promotion
Public Relation
Personal Selling
Direct Marketing
Paramjit Sharma
 Advertising
IMC IMC IMC IMC

•Print & broadcast Ads

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

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

•Press kits
•Community
•Speeches Relations

•Seminars •Lobbying

•Annual Reports •Identity

Media
•Donations
•Company
•Sponsorships Magazine

•Publications Paramjit Sharma

•Events
Personal Selling
IMC IMC IMC IMC

Sales Presentation

Sales meetings

Incentive
Programmes

Samples

Fairs & Trade

Shows
Paramjit Sharma
 Direct Marketing
IMC IMC IMC IMC

TV
Catalogs Shopping

Mailings Fax Mail

Telemarketing E-mail
Electronic
Shopping Voice Mail
Paramjit Sharma
IMC IMC IMC IMC

Communication Process

How Can we reach our Customers ?

How Can Our Customers Reach us?

Paramjit Sharma
Communication Process
IMC IMC IMC IMC

SENDER Encoding Message Decoding RECEIVER

Media

NOISE

Feedback Response

Paramjit Sharma
Message Not Reaching Target Audience

IMC IMC IMC IMC

Selective Selective
Attention Distortion

Selective
Retention

Paramjit Sharma
Developing Effective Communication
IMC IMC IMC IMC

Identify Target Audience

Developing Objectives
Design Message
Select Channels
Establish Budget
Decide On Media Mix
Measure Results
Manage IMC

Paramjit Sharma
Identify Target Audience
IMC IMC IMC IMC

Potential Buyers

Current Users

Deciders or Influencers

Individuals

Groups

Particular or General Public

Paramjit Sharma
Identify Target Audience
IMC IMC IMC IMC
Image Analysis

1 familiarity Scale
Never Heard Of Know a Know a fair Know Very
Heard Of Only Little Bit Amount well

2 Favorability Scale

Very Somewhat Indifferent Somewhat Very

Favorable Unfavorable favorable Favorable

Paramjit Sharma
Image Audience- FF Anal ysi s
IMC IMC IMC IMC

Favorable
Attitude

•B •A
low High
Familiarity Familiarity

•C •D
Unfavorable Attitude
Paramjit Sharma
Determining Communication Objectives

IMC IMC IMC IMC

Models
Innovation
AIDA Hierarchy of Communication
Stages Model Effect Model
Adoption Model
Model
Awareness Exposure
Cognitive Reception
Attention Awareness
Stage
Knowledge Cognitive Response

Interest Liking
Interest Attitude
Affective Preference
Stage Evaluation Intention
Desire Conviction

Trial
Behavior
Action Purchase Behavior
Stage Paramjit Sharma Adoption
Design The Message
IMC IMC IMC IMC

Message
Content
Message
Rational Appeal Format
Emotional Appeal
Moral Appeal

Message Message
Structure Source
Paramjit Sharma
 Selecting Communication Channels
IMC IMC IMC IMC

Personal Communication Channels

*Advocate, Experts & Social Channel

Non Personal Communication

Channels

*Media, Atmosphere, Events, Cliques

Paramjit Sharma
Marketing Communication Budget

IMC IMC IMC IMC

4 Methods

Affordable Method

Percentage Of Sales Method

Competitive Parity Method

Objective & Task Method

Paramjit Sharma
Marketing Communication Budget

IMC IMC IMC IMC

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

Paramjit Sharma
Deciding The Marketing
Communication Mix
IMC IMC IMC IMC

PROMOTION TOOLS

•Advertising

•Sales Promotion

•PR & Publicity

•Personal Selling

•Direct Marketing
Paramjit Sharma
Measure The Communication Results

IMC IMC IMC IMC

Paramjit Sharma
Marketing Communication Budget

IMC IMC IMC IMC

4 Methods

Affordable Method

Percentage Of Sales Method

Competitive Parity Method

Objective & Task Method

Paramjit Sharma