Integrated marketing communications: Integrated Marketing Communications (IMC) is defined as customer centric, data driven method of communicating with the customer. IMC 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. This management concept is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. Integrated marketing communications (IMC) is a process for managing customer relationships that drive brand value primarily through communication efforts. Such efforts often include cross-functional processes that create and nourish profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialog with them. IMC includes the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program in order to maximize the impact on end users at a minimal cost. This integration affects all firm's business-to-business, marketing channel, customer-focused, and internally directed communications.[2]

IMC Components
• • The Foundation - corporate image and brand management; buyer behavior; promotions opportunity analysis. Advertising Tools - advertising management, advertising design: theoretical frameworks and types of appeals; advertising design: message strategies and

and personal selling activities. and customer relations management.executional frameworks. evaluating and integrated marketing program. is a way to gain an edge over a competitor. The goal of an organization is to create and maintain communication throughout its own employees and throughout its customers. due to the new characteristics brought in by the Internet. database marketing. and sales efforts.[3] • Promotional Tools . Integration of all these promotional tools. along with other components of marketing mix. It also includes Internet marketing. Marketing has evolved to more of connectedness. public relations and sponsorship programs. sales promotion (sales and trades promotion). Integration Tools . Advertising also reinforces brand and firm image. consumer promotions. Without a complete IMC plan there is no integration or harmony between client and customers. . The starting point of the IMC process is the marketing mix that includes different types of marketing. direct marketing. The variables of segmentation. Promotional activities include advertising (by using different media). Indeed. with firms broadcasting their offerings and value proposition. targeting and positioning are addressed differently. IMC for small business and entrepreneurial ventures. Marketing mix component The Internet has changed the way business is done in the current world. advertising media selection.Internet Marketing. the bottom line of increasing revenue and profit are still the same. Promotion is one element of marketing mix. The way new products and services are marketed have changed even though the aim of business in bringing economic and social values remain promotions. database marketing and public relations. sponsorship marketing.[5] Marketing efforts incorporate the "marketing mix". advertising. personal selling. Marketing was once seen as a one way. Now it is seen more and more as a conversation between marketers and customers.

micro-blogging. mail order. price. The concept includes online and offline marketing channels. Marketing strategies 5. A company develops its integrated marketing communication program using all the elements of the marketing mix (product. podcast. Marketing objectives 3. banner to latest web related channels for webinar. A marketing plan consists of the following six steps:[6] 1. place. Integrated marketing communications plans are vital to achieving success. billboard. public relations. This involves knowing the right touch points to use to reach consumers and understanding how and where they consume different types of media. and television. The reasons for their importance begin with the explosion of information technologies. Channel power has shifted from manufacturers to retailers to consumers. . industry relations. magazine). Online marketing channels include any e-marketing campaigns or programs. Internet Radio. and promotion). Regression analysis and customer lifetime value are key data elements in this approach. Offline marketing channels are traditional print (newspaper. Integrated Marketing Communications is a data-driven approach that focuses on identifying consumer insights and developing a strategy with the right (online and offline combination) channels to forge a stronger brand-consumer relationship. RSS. Marketing tactics 6.Integrated marketing is based on a master marketing plan. pay-per-click. email. affiliate. Situation analysis 2. and Internet TV. from search engine optimization (SEO). traditional radio. blog. Using outside-in thinking. Marketing budget 4. Evaluation of performance Integrated marketing communications aims to ensure consistency of message and the complementary use of media. This plan should coordinate efforts in all components of the marketing mix.

From mass media to more specialized (niche) media. From a manufacturer-dominated market to a retailer-dominated. From low agency accountability to greater agency accountability. 3. 2. . From general-focus advertising and marketing to data-based marketing. From limited Internet access to 24/7 Internet availability and access to goods and services. consumercontrolled market. 6. From media advertising to multiple forms of communication. 5. particularly in advertising.Importance of IMC 1. 4. which are centered on specific target audiences. From traditional compensation to performance-based compensation (increased sales or benefits to the company). 7.

combining the creative.      Components of Visual Merchandising: There are certain things which a retailer needs to take care while proceeding with the process of displaying his products. product design and marketing by keeping the product in prime focus. This is an area where the Indian textile and clothing industry. VM helps in:  educating the customers about the product/service in an effective and creative way. This inadequacy is best reflected in poor presentation/display and communication in various national and international exhibitions. which puts the merchandise in focus.Visual Merchandising (VM) is the art of presentation. particularly. creates desire and finally augments the selling process. These components when combined together in a proper ratio will make a successful outcome. Therefore this Programme has been conceived to fill this gap. and thus augmenting the selling process. It educates the customers. the SMEs lack adequate knowledge and expertise. setting the company apart in an exclusive position. thereby enabling long lasting impact and recall value. establishing linkage between fashion. technical and operational aspects of a product and the business. establishing a creative medium to present merchandise in 3D environment. . drawing the attention of the customer to enable him to take purchase decision within shortest possible time.

Themes mainly depend upon the retailers imagination and creativity. but it is possible to cultivate the taste of customers gradually and purposefully. A display of babys accessories should reflect light shades of pink and blue colors. The arrangement of window display should go with the product and should not suppress them to make it discernable to the eye. A Christmas display should contain colors of red. gold and silver. It is a visual perceptual property. Its essential to have themes for all retail displays. It is therefore mandatory to choose the right color for the right theme of display. Focusing on the right theme . Customers give three to five seconds of their attention to window display.g.Make merchandise the focal point: The main goal of display is to showcase the products within the overall display area. A right choice of colors in the display items can turn walkers into stoppers and significantly convert them into customers. Display themes to appropriately support the product: A theme is a display of sale items of similar categories e. A Halloween display would require black color in the display theme. It attracts attention and pulls more customers into the store. green. Valentines theme should be ruled by red color supplemented with pink and white. It is not possible to satisfy everyone all the time. a display of kitchen accessories. or capricious. A retailer has to focus on the right choice of color that would match with the theme of display. They can be romantic. wild. Right choice of colors is vital: Color is one of the most powerful tools in the Visual Merchandising segment. special occasions and gender. where the product is forgotten altogether and only the concept of the commercial remains in the mind of the viewer. The retailers visual message should be conveyed to the customer in that short period of time. A good theme will lure the customer with a shopping mood into the store. Colors can be associated with emotions. and capture peoples imaginations. It should not be like an unsuccessful TV advertisement.

Display should complement the retailers other strategies: The content of the display should complement the in store environment and other marketing strategies of the retailer. the colors of the display can reflect the same color of the logo. A theme for display of casual wears can be a group of mannequins sitting casually at a get together in different poses. Related themes will tug the heartstring of the customers and will pay off. the clown is of the same color. MacDonalds display. If the retailer has a specific logo.g. . A shoe store theme can be a group of elves buying shoes. For e.rather than creating a display with expensive raw materials is the key to successful window display. red and yellow as in their logo.