INTEGRATED MARKETING COMMUNICATIONS

TERM PAPER

Course: MKT 4812 Integrated Marketing Communications

Submitted To:

Jarin Tasnim
Lecturer
Dept. of Business Administration –General, BUP

Submitted By:

Mahir Mahtab Haque - B17231042

Masrul Islam - B17231050
Nafisa Nawal - B17231058
Raidah Rehma Tema - B17231086

Program: BBA General

Semester: 7
Batch: 2017
Major: Marketing
Dept. of Business Administration-General

Sunday Bangladesh University of Professionals

June 21, 2020 Mirpur Cantonment, Dhaka-1216

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 Table of Contents

Topics Page

Introduction 3

Present IMC scenario in The world 3

Present IMC status in Bangladesh 5

Some organisations name who adapt 6

new IMC successfully

Future IMC examples 8

Recommendations 9

Conclusion 10

References 11

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 1. Introduction
Integrated marketing communications (IMC) is the coordination and integration of all marketing
communications tools, avenues, and sources in a company into a seamless program designed to
maximize the impact on customers and other stakeholders. The program covers all of a firm’s
business-to-business, market channel, customer-focused, and internally-directed
communications.

The practice of professional communication has become highly complex, not only because of
technology, social media, and the need to connect with global audiences, but also because
“communication” means different things to different audiences. Further, the significant amount
of crossover among the various facets of communication means there is often confusion about
the roles and responsibilities of contemporary communicators. Consequently, it can be
challenging for communicators, clients and audiences to glean a clear understanding of
communication roles and how they function.

The concept of integrated marketing communication (IMC) was introduced in the 1980s and has
since changed the way communicators and marketers interact and conduct business. The
American Marketing Association (AMA) defines IMC as “a planning process designed to assure
that all brand contacts received by a customer or prospect for a product, service, or organization
are relevant to that person and consistent over time.”

In many organizations today, public relations, corporate communications, advertising, marketing,

promotions and publicity function collaboratively as part of “the IMC mix”, this means
consistency and unification of messaging, brand promotion and audience engagement. Once you
have modeled, segmented, or scored your customers, it is the execution of an interactive
integrated marketing communications (IIMC) program that determines the successfulness of the
effort. To maximize the benefits of personalized communications, it is critical to have detailed
data on who the customers are, what they buy and why they buy. This allows the firm to segment
customers in ways to capitalize on the benefits associated with the personalization of
communications.

2. Present IMC Scenario in the World

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IMC is important all over the world and ensures that all communications a company uses are
linked or integrated together. The goal is to integrate all the promotional tools so that they all
work cohesively. Each approach will be different for that specific medium, but they are all
directing the audience to the same exact message. The saying goes “two is better than one”, the
tools work better when they are working all together. Working alone or in isolation from the
other tools does not get the job done as well or at all.

The same trends that exist among advertising agencies in the United States occur in the
international arena. Instead of IMC, international programs are called GIMC, or globally
integrated marketing communications programs. The goal remains the same to coordinate
marketing efforts across all platforms. The challenges become greater due to larger national and
cultural differences in target markets.

Marketers can employ two different strategies for global companies: Standardization, in which a
company features a uniform product and message across countries. The approach involves
generating economies of scale in production while creating a global product using a more
universal promotional theme. The language may be different, but the basic marketing message
stays the same. The second approach, Adaptation, results in the creation of products and
marketing messages designed for and adapted to individual countries. The manner in which a
company markets a product in Mexico differs from the methods used in Italy, India, or Australia.

The standardization method may be easier to apply; however, GIMC principles can and should
be used with either adaptation or standardization. To reduce costs, careful coordination of
marketing efforts should occur across countries. Even when a firm uses the adaptation strategy,
marketers from various countries learn from each other. Synergies take place between countries
and regions. More importantly, learning can occur.

Recently, Adrian Hallmark, global brand director of Jaguar, commented that “for too many
luxury consumers, there is awareness of the Jaguar brand, but not consideration and modern
relevance.” To restore its iconic status, Jaguar’s marketing group launched a multinational ad
campaign created by Spark 44, a London ad agency. The campaign debuted on websites
JaguarUSA.com, Facebook, and YouTube with a 45-second version of a 30-second TV ad.
Jaguar then introduced print, digital, and outdoor advertising in the United States, Austria, Spain,
France, Germany, Italy, Russia, Korea, Japan, Australia, and South Africa. The campaign
included an 18-city road show in the United States to encourage prospective buyers to try the
new Jaguar. The ads were adapted to individual markets in each country using the central theme
of the campaign “How alive are you?” which was featured in every print, digital, outdoor,
television, and video ad.

When a firm conducts business internationally, a globally integrated marketing communications

system can be of great value. By developing one strong theme and then adapting it to individual

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countries, the firm conveys a message that integrates international operations into a more
coherent marketing package.

3. Present IMC status in Bangladesh

IMC could be a holistic planning process that focuses on integrating messages across
communication disciplines, creative executions, media, timing and stakeholders. IMC unifies and
coordinates an organization’s marketing communication to push a regular brand message.
Coordinating a brand's communication makes the brand seem more trustworthy and sound,
because it is seen as a 'whole' instead of a mix of various messages sent out.

Much of IMC planning is anxious with co-coordinating different media channels to optimize the
effectiveness of promoting communication programs. By exposing consumers to the identical
message through multiple media, more opportunities to have interaction with consumers are
created. In short, a multi-media strategy is more practical.

In today's globalised business world, IMC plays a significant role in terms of short and future
prospect of the businesses. A successful branding of an organization mostly depends on the
success of IMC because it helps the business organisations raise awareness, also generate sales.
Thus, it can be said that an excellent future holds for IMC agencies in Bangladesh.

A prominent IMC agency in Dhaka, Bangladesh is ‘The Artistry Marketing & Communication
Limited’. Their services include corporate launches, events, dealer/retailer meet, merchandising
promotions, international exhibitions as well as media & PR. Their clients are mostly large
companies both domestic and international.

In 2019, Infrastructure Development Company Limited (IDCOL), a financial institution in

Dhaka, organized the Bangladesh Clean Energy Summit 2019 from March 10-11. Artistry MCL
managed this international summit, which provided a world platform for domestic and
international players to showcase their clean and environment friendly technologies and
solutions. The summit enabled participants and stakeholders to exchange knowledge, innovative
ideas, insights and international best practices.

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 4. Some organisation names who adapt new IMC successfully

4.1 RADHUNI
It is a Square brand of powder spice which falls under Square Consumer Products Ltd
(SCPL). SCPL isn't just a brand in Bangladesh; it has become an icon in the business
world. At the very beginning of its commencement, it targeted housewives who
demanded convenience and timesaving cooking with its basic spices brand RADHUNI.
At this time, RADHUNI became a success. Under the flagship of this brand, SCPL has
become ready to launch a motivating number of line and brand extensions due to its
effectiveness in developing and implementing of the IMC program.

As the target consumers of RADHUNI were mainly urban women, television ads were
deemed more effective in creating brand awareness.

Sales promotions were also very crucial in attracting consumers. “RADHUNI” gave
retailers and wholesalers various kinds of publicity like handsome commissions and cash
incentives.

RADHUNI also made use of billboard ads for creating awareness as billboard ads are a
very effective media in big cities.

4.2 Southwest Airlines

Southwest Airlines has launched an integrated marketing campaign called

“Transfarency.” The airline uses television, radio, print and digital assets to demonstrate
how customers pay for things like checked bags, flight changes and snacks and drinks.

The airline incorporates a micro-site for its Transfarency campaign that showcases the
worth customers will receive by choosing Southwest over other airlines. It includes
several sections of informational and fun content, such as:
 A #FeesDontFly comparison of Southwest and other airlines like American,
United, Spirit, Delta and more.

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  A “Fee or Fake” game that tests customers’ knowledge of unusual fees they'll
encounter with other airlines.
 A “Dear Southwest” Mad Libs-style letter that boasts the airline’s status because
the only U.S. airline that doesn’t charge checked bag or change fees.
 A “Fee Hacker” section that parodies how customers can avoid fees with other
airlines.
It’s safe to mention that the thrill the campaign has created on both Twitter and Facebook
are positive signs that the IMC method is working successfully.

4.3 Domino’s Pizza

Pizza chain Domino’s created the “AnyWare” campaign to assist people order food in
additional convenient ways. Domino’s AnyWare allows customers to order with a tweet,
a text, Ford Sync, smart televisions and smart watches.

The idea was possible because two years before AnyWare, Domino’s established Pizza
Profiles, which save customers’ payment information, addresses and a straightforward
Order. The simple Order could be a customer’s favourite food order that features
preferred payment method, order type (delivery or carryout) and address or favourite
store.

Domino’s deployed press releases, a national television campaign to drive customers to

AnyWare.Dominos.com, where they will find out about new ways to order. This
successful campaign led to the subsequent results, consistent with Shorty Awards, a
social media awards show.

• The AnyWare campaign generated 2 billion earned media impressions, including

segments on Jimmy Fallon, Ellen and also the Today Show.

• The AnyWare website received over 500,000 visits.

• The AnyWare television campaign, which ran during the whole third quarter in 2015,
generated 10.5 percent year-over-year sales growth.

• The AnyWare campaign helped Domino’s achieve its goal of getting 1/2 all orders be
made digitally.

4.4 Nike and IMC

The benefits of a powerful brand include differentiation from its competitors, a barrier to
entry, the flexibility to demand a better price, and also the opportunity to experience
higher revenues. Nike may be a prestige brand that adds value to its products
communicating an expensive image identified by the Nike swoosh logo distinguishing
the purchaser as a selective individual.

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Image is particularly important within the highly equipment market with fierce
competition from UnderArmour, Adidas, and Reebok. These competing brands cannot
compare to Nike in terms of consistent brand message over time.

5. Future of Integrated Marketing Communication

5.1 Augmented Reality (AR)

Augmented reality (AR) is an emerging trend within marketing and sales strategies, one
that allows brands to give their customers unique experiences with the convenience of
tapping into their mobile devices.
Mobile has become one of the most significant media types through which consumers
interact with brands and make purchase decisions. AR gives you another tool in your belt
when it comes to driving sales and enhancing brand value through mobile devices.
The future will belong to AR when it improves task efficiency or the quality of the output
of an experience for the user.
Potential customers have always wanted to try products before purchasing them. Fitting
rooms, cosmetic samples, automobile test drives and many other related concepts testify
to the effectiveness of this sales strategy. Augmented shopping experiences are one of the
rising trends in the retail industry.
Using AR, prospective customers can model and try on makeup, clothing items, and a
wide range of home-related products without needing to interact with them directly. AR
negates the need for a large physical inventory to allow customers to try on or sample
dozens or even hundreds of items in search of the one that best meets their needs.
Augmented reality offers the potential for businesses to add a digital component on top of
their physical locations and products. Customers can scan a product or object to pull up
an AR experience tailored either toward giving additional information about the product
or some form of supplemental brand-related experience.
The application of AR in this regard stretches into numerous industries and markets. For
example, the ticket-sales company StubHub created an augmented reality app, which
allowed users to view a 3D display of the stadium where the Super Bowl was played.
Fans were able to visualize the look of the field from various seats to choose the right
seat for them.

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 Augmented reality can also be used as part of an indirect sales and marketing strategy.
While the previous AR applications focused on direct tactics for facilitating sales, AR can
also be used to enhance the status of the brand itself.
Creating a novel, unexpected, or fun augmented reality experience can result in a
significant buzz for a brand if appropriately executed. AR is a relatively new
phenomenon for most people, meaning that a well-designed AR experience will get
people talking and generate lasting memories. As people prefer a brand that keeps them
happy and satisfied, that kind of exposure and customer goodwill can pay lasting
dividends.
5.2 Virtual Reality
Medicine, culture, education and architecture are some of the areas that have already
taken advantage of this technology. From guided museum visits to the dissection of a
muscle, VR allows us to cross boundaries that would otherwise be unimaginable.
VR opens the doors to more interactive, creative, and engaging content and ads.
However, virtual reality itself should not be considered as your marketing message. The
impact VR can make on an ad campaign is enormous, and yet it still has to provide
valuable branded experiences. While creating your virtual reality marketing strategy,
you need to keep in mind what your main message is if you want to attract increased
customer interest.
Nowadays, the market is demanding applications that go beyond leisure, tourism or
marketing and are more affordable for users. Virtual interfaces also need to be improved
to avoid defects such as clipping, which makes particular solid objects appear as though
they can be passed through.
Virtual reality marketing is evolving, and it's more important than ever to keep your
finger on the trends pulse. When VR takes off, brands and advertisers will be able to
reach fully immersed customers on a platform, unlike any other. Thus, early adopters
will have the upper hand in experience and stand out from other competitors.

6. Conclusion
Fast changing market trends and customer's desire to try something new, unique and different
require more responsive communication from organizations. Using several communication
channels simultaneously might bring more effective brand awareness. Compared to traditional
marketing communication which is basically a one way direction, future marketing
communication requires engagement not only with the customers but also with the entire
stakeholders of the company.

Digital platforms such as social media are increasingly important for such engagement. Proper
content, friendly approach and close relationship with the stakeholders through digital platforms

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might help companies establish significant reputation, something that current customers
appreciate and something that new, potential customers will recognize as something worth
discovering. Only those owners, managers and executives that understand how important future
marketing communication is will bring success to your companies and discover undiscovered
growth potential that lies in engagement.

7. Recommendations

With the advancement in technology, marketing has become more challenging every day. Not
only do marketers need to have creative and analytical minds but also they have to be always up-
to-date with the constantly changing marketing landscape.

Here are some recommendations for the future of marketing and its communication tactics:

 Forget the 4Ps and welcome the 4Es: The digital world is evolving in an extremely
quick pace and if you don’t follow you will just lose. The new approach embodies
Engagement, Experience, Exclusivity and Emotion. The most successful brands don’t
offer material products or services, but real experiences and emotions. Disneyland or
Coca-cola sell happiness, Adidas or Nike give you courage to follow your
dreams, L’Oreal sells beauty and Apple sells a challenge to the status quo. That’s why
people buy from them.
 Build intimate 1-to-1 relations: Cloud computing revolutionized marketing
communication. Nowadays, data lets us collect detailed information about consumer
behavior, their preferences and interests. You can leverage it to create personalized
marketing messages to individuals. However, if you want to distinguish your brand
among others and make clients loyal you should take a step further. Today’s consumers
need individual service and personal approach in every aspect. They can appreciate when
a brand goes the extra mile in customer service. Showing your clients that you care will
help you build firm relations with them and then keep them with you and your brand. The
most important, though, is to make those relations personal.
 Influencer marketing is a key to the Millennials’ world: Bloggers, vloggers and other
influencers have the power of shaping consumer opinions. Internet users are more willing
to trust recommendation from a favorite. More brands have started to appreciate the
power of cooperation with influencers and more often engage opinion leaders in their
campaigns and general marketing communication. They see the potential of such actions
as they do bring measurable results.
 People crave meaningful stories about real humans: We crave the world that is close
to our own. We want to see people that are honest and genuine in what they do and more
importantly they are just like us. If you, as brand, want to reach out to your audience you

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 should focus on your audience’s real problems and needs. Relate to issues that are
relevant to them at the moment. With such message you can become meaningful to the
consumers.

References

 Integrated Advertising, Promotion & Marketing Communications 8th edition by

KennethE. Clow & Donald Baack
 Roy, P., 2020. Marketing In 2025: Five Key Trends That Will Drive The Future - ET
Brandequity. [online] ETBrandEquity.com. Available at:
<https://brandequity.economictimes.indiatimes.com/amp/news/marketing/marketing-in-
2025-five-key-trends-that-will-drive-the-future/72208376> [Accessed 19 June 2020].
 Walker, S., 2020. Virtual Reality Marketing: Is The Next Big Opportunity Already
Here?. [online] Digital Doughtnut. Available at:
<https://www.digitaldoughnut.com/articles/2018/august/virtual-reality-marketing-is-it-
already-here> [Accessed 19 June 2020].
 Calffey, D., 2020. Marketing Using Virtual And Augmented Reality | Smart Insights.
[online] Smart Insights. Available at: <https://www.smartinsights.com/tag/marketing-
using-virtual-and-augmented-reality/> [Accessed 19 June 2020].
 https://www.stephenzoeller.com/integrated-marketing-communications/#:~:text=B2C
%20companies%20such%20as%20Coca,achieve%20business%20and%20marketing
%20goals.
 https://thefinancialexpress.com.bd/views/the-need-for-imc-agencies-in-bangladesh-
1551107788
 https://brand24.com/blog/the-future-of-marketing/
 https://www.linkedin.com/pulse/where-future-marketing-communication-hristijan-
georgievski/
 http://artistrymcl.com/

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