OVERVIEW OF INTEGRATED MARKETING

COMMUNICATIONS (IMC)
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Ø IMC as a critical component of modern marketing

Ø The nature of IMC
Ø Reasons for IMC and communication
Ø IMC and managing brand equity
Ø Communication elements
Ø IMC features
Ø Advantages and obstacles of IMC
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A MAJOR DEVELOPMENT

IMC as a critical component of

modern marketing
Emphasizing Communication
 MODERN MARKETING POINTS TO CONSIDER 3

Ø It is not only the marketing mix, its about the relative

importance of the communication/promotional mix

Ø The marketing mix is revisited

Ø The confusion between terms used such as promotion

and sales promotion
 THE NATURE OF IMC

Ø A critical component of the overall

market-oriented mission of the company
Marketing is communication and communication is
marketing. The two are inseparable
Ø Companies use various forms of
marketing communication to promote
their offerings, brand themselves, and
exceed customer expectations
Ø The promotion component of the
marketing mix/ Communication mix
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 COMMUNICATION
Marketing is more general than marketing 5

communications but much of marketing involves

communication activities
ØA process whereby thoughts are conveyed and
meaning is hared between individuals or between
companies and individuals

ØIt represents all elements in a brand’s marketing mix

that facilitates exchanges by establishing shared
meaning with the brand’s customers or clients
 DEFINITION OF IMC

It is the process of developing and implementing

various forms of persuasive communications
programs with customers and prospects overtime.

Ø The goal of IMC is to influence or directly affect the behavior of

the selected communications audience.

Ø It makes use of all forms of communication which are relevant

to the customer and prospects and to which they might be
receptive.

Ø The IMC start with the customer and then works back to
determine and define the forms and methods through which
persuasive communications programs should be developed
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REASONS FOR THE CALL OF IMC

• Ineffective advertising
• Less return on investments
• Chaos in using communication tools
• Political marketing campaigns and personal branding
• Sports marketing
• Nation branding
• Strong brand equity
IMC AND BRANDING
ØMarketing communicators in their various 8

capacities develop and deliver messages

regarding different types of objects
(products, services, places, people)

In search of excellence by Tom Peers

“Marketing the brand called you”
ØBrand-level Marketing communication
ØTo create brand personality, IMC is
required
 THE MEANING OF A
BRAND 9

Name- Term- Symbol- Sign- Design

A combination of them intended to identify
goods/services of one seller or group of sellers
and differentiate them from competitors
 BRAND EQUITY
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The meaning of brand equity

The extent to which consumersʼare
familiar with the brand and hold
favorable, unique, and strong
associations about their brands in their
minds
 COMMUNICATION ELEMENTS
Ø All Advertising techniques (indoor-
outdoor) 11

Ø Print media
Ø Database marketing
Ø Publicity
Ø Audio-Radio
Ø Digital and social media
Ø Sports marketing communication
Ø Sensory communication elements
Ø Word-of-mouth advertising
 COMMUNICATION ELEMENTS
CONTINUED
Ø Personal selling
Ø Public relations
Ø Events marketing
Ø Sales promotion (also trade/and consumer-oriented sales
promotion)
Ø Sponsorship marketing
Ø Point of purchase communications
Ø Web/online marketing
Ø Guerilla tactics
What about propaganda? 12
 EXAMPLES OF CAMPAIGNS
Ø WOW (Frito-lay) All the taste and half the
calories
Ø Nike running campaign
Ø Knorr- Salty
Ø El donia Lessa Feeha Aktar- Etisalat
Ø Salifni-Kalemni shokran- Vodafone
Ø Efrah
Ø Farfasha
Ø Ya Lazzez Ya Rayek- 7-up
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 KEY FEATURES OF IMC

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ØAffect behavior
ØStart with the customer or prospect
“outside-in”
ØUse any or all forms of contacts
ØAchieve synergy (One message-or
one single voice to customers)
ØBuild relationships
CHANGES IN MARKETING
COMMUNICATION PRACTICES
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Ø Reduced faith in mass media advertising

Ø Increased reliance on highly targeted
communication methods
Ø Greater demands imposed on marketing
communication suppliers
Ø Increased efforts to assess
communications’ return on investment
Ø Developing sound IMC plans
 OBSTACLES TO IMPLEMENTING IMC
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Ø Brand managers paradigm

thinking
Ø MarCom positions and
restructuring
Ø Lack of wide-ranging skills
Ø Organizations’ culture
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APPLICATION 1

Which campaigns are

considered to be IMC
campaigns? Why?

IMC 2020
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ANY SUCCESSFUL CASES

•Oreo

•Woolmark
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APPLICATION 2
Lipton strong tea campaign was
characterized by being an IMC
campaign

Evaluate the main features that

made this campaign effective
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CASE 1 INCREDIBLE INDIA

Evaluate the IMC features of

Incredible India Campaign