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  • IMC

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    evikasjadhav
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    Integrated Marketing Communications is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company. It maximizes the impact on consumers and other end users at a minimal cost. A company's IMC plan should include identifying target audience, Developing communications objectives, messaging considerations, Media decisions and measuring effectiveness.

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    Integrated Marketing Communications is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company. It maximizes the impact on consumers and other end users at a minimal cost. A company's IMC plan should include identifying target audience, Developing communications objectives, messaging considerations, Media decisions and measuring effectiveness.

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    2 views18 pages

    IMC

    Uploaded by

    evikasjadhav
    Integrated Marketing Communications is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company. It maximizes the impact on consumers and other end users at a minimal cost. A company's IMC plan should include identifying target audience, Developing communications objectives, messaging considerations, Media decisions and measuring effectiveness.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 18

    IMC

    Integrated Marketing Communications is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost

    Communication process
    Identify target audience Developing communications objectives Various models describing consumer response stages Message considerations Media Decisions Measuring effectiveness of communication

    Identify target audience


    Demographic and psychographic profile Media habits Level of awareness

    Models describing consumer response stages


    AIDA model Mc guire s response model (Info Processing) Everett M. Rogers model (Innovation Adoption model)

    AIDA

    Mc guire s response model (Info Processing)

    Everett M. Rogers model (Innovation Adoption model)

    Message Considerations
    Message content Appeal
    Humour Fear Emotion Ethical Rational

    Message format Source of message

    Media Decisions
    Personal channel of communication *Expert * Advocate * Social Non personal channel of communication - Mass channels

    Measuring effectiveness of communication


    PROMOTION MIX Advertising Sales promotion Public relation Personnel selling

    Measuring effectiveness of communication


    Factors guiding the selection of a promotion mix Nature of product Buyer readiness stage

    The IMC planning process


    Situation analysis SWOT analysis

    Analysis of communication process

    Budget determination

    Develop IMC

    Implement IMC

    Monitor, measure and control IMC

    Advertising
    Any paid form of non personal presentation and promotion of ideas, goods / services by an identified sponsor. Print Broadcast Packaging Audio-visual etc.

    Sales promotion
    A variety of short term incentives to encourage trial / purchase of product. Contest Lotteries Premium gifts Demo etc.

    Public relation and publicity


    A variety of programmes designed to promote / protect companies image or individual product image. Press release Seminar Annual reports Sponsorships etc

    Personnel selling
    Personnel selling face to face interaction with one or more customers for the purpose of making presentation, answering questions & procuring orders.

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