INTEGRATED MARKETING

COMMUNICATION
TEAM MIDAS | MADFUND V24
 OUTLINE
Defining Communication Marketing Communications

01 Definition
Essentials of Good Communication
02 Definition
Components
Communication Process

Integrated Marketing
03 Communication IMC Examples
Definition
Importance
04 Nike
Starbucks
Role in a Business Apple
Core Elements
4Cs
COMMUNICATION: a process by which information is
exchanged between individuals.

Communication Process: Essentials of Good

Idea formation Communication:
Encoding Listening carefully
Channel selection Speaking or writing clearly
Decoding Respecting different opinions
Feedback
MARKETING
COMMUNICATIONS: Messages and media utilized to
communicate with target markets.

Components:
Traditional Advertising - mass media used to distribute
commercial messages to broad audiences
Direct Marketing - direct marketing to consumers instead of
relying on a third party.
Social Marketing - involves marketing through promotional
technologies that are meant to influence the reactions of
consumers.
Public Relations - broadcasting news about the brand to the
public in order to build an image and hype around it
Promotions - communications activities that reflect brand
image that help raise awareness of brand to consumers

Integrated Marketing Communication Midas

UNVEILING IMC:
a planning process designed to align all brand
contacts received by a customer for a product,
service, or company.

Goal of IMC:
To provide a unified and cohesive brand message
across all marketing channels.

Importance of IMC:
Ensuring consistency across the entire customer
journey is essential.
IMC is instrumental in brand-building.
Effectively utilizing the appropriate combination of
marketing channels boost campaign effectiveness.
IMC plays a vital role in the mutual reinforcement of
marketing channels.

Role of IMC:
Broadening Approach
Integration

Integrated Marketing Communication Midas MADFUND V24

 CORE ELEMENT:
THE MESSAGE

Importance Consistency
The crux of the communication The message must remain
process. consistent across all marketing
channels to build trust and clarity.

Integrated Marketing Communication Midas MADFUND V24

 4CS OF IMC
CONSISTENCY
COHERENCE
Multiple messages support
Different communications
and reinforce, and are not
are logically connected.
contradictory.

COMPLEMENTARY
CONTINUITY
Synergistic, all the
Communications are
elements of the
connected and consistent
communications work
through time.
together.
 EXAMPLES OF
INTEGRATED MARKETING
COMMUNICATION
NIKE’S JUST DO IT
CAMPAIGN
STARBUCKS’ HOLIDAY
SEASON CAMPAIGN
STARBUCKS’ HOLIDAY
SEASON CAMPAIGN
IPHONE’S SHOT ON IPHONE
CAMPAIGN
RESOURCES:
Barrington, R. (2020, November 19). The 4Cs of Integrated Marketing Communications
– Your Checklist For Improved Campaigns. Oxford College of Marketing Blog.
https://blog.oxfordcollegeofmarketing.com/2020/11/19/4cs-of-integrated-marketing-
communications/

Merriam-Webster Dictionary. (2023, October 26). Merriam-Webster.com.

https://www.merriam-webster.com/dictionary/communication

Pecánek, M. (2022, April 25). What Is IMC? Integrated Marketing Communications

Explained. SEO Blog by Ahrefs.
https://ahrefs.com/blog/imc/#:~:text=Integrated%20marketing%20communications%
20(IMC)%20is,used%20across%20all%20marketing%20channels.

Smith, J. (2019). Unit 2: The Communication Process. Senecacollege.ca; Pressbooks.

https://pressbooks.senecacollege.ca/buscomm/chapter/1-3-the-communication-
process/#:~:text=The%20communication%20process%20has%20five,step%20of%20t
he%20communication%20process.

Integrated Marketing Communication Midas MADFUND V24

THANK YOU FOR
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