Integrated Marketing Communication

February 23, 2018

 Definition of IMC
Integrated Marketing Communications (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.
February 23, 2018
 IMC is designed to:
• Affect behavior
• Use all forms of contacts
• Start with the customer
• Achieve synergy
• Build relationships

February 23, 2018

 360 Degree Communication
• Ogilvy & Mather- An ad agency started in 1928
Business units of O&M
– Ogilvy Activation for out-of-home communication
– Ogilvy Interactive for online marketing
– Ogilvy Live for events and promotions
– Ogilvy PR for public relations
– Ogilvy One for one-to-one marketing
– Ogilvy Signscapes for retail design solutions

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 Information Processing Model
• Exposure - see or hear ad
• Attention - pause to notice ad
• Comprehension - get message
• Intention - will purchase
• Behavior - purchase

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 Advertising Strategy Step 1
Define positioning - attributes & benefits
• Points of parity- necessary/ competitive
• Points of difference - desirable/
deliverable

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 Advertising Strategy Step 2
Identify creative strategy to communicate
positioning
• Informational - benefit (problem-solution,
demonstration, comparison, testimonial)
• Transformational - imagery (usage, user,
personality/values)
• Motivational - appeal (humor, sex)

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 Traditional Advertising
• Electronic Media- television and radio
• Print Media- newspapers and magazines
• Out-door Advertising- billboards and
hoardings etc.

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 Direct Response
• Mail - catalogues
• Telephone – toll free number ordering
• TV Infomercials - dramatic
• Web pages - informational
• Interactive ads – social media

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 Non-traditional Ads
Place advertising
• billboards, posters (innovative)
• movies, airports, retailers
Product placement
Point of Purchase
• supermarket

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 Sales Promotion:
Consumers

Users - continue to use; increase usage

Potential customers- try product; put brand into
Category’s evoked set

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 Sales Promotion:
Trade
• Increase purchase frequency - deals
• Support brand advertising - co-operative
advertising
• Increase inventories of brand products - shelf
space and display options

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 Event Marketing:
Types
• Arts
• Festivals, fairs, annual events
• Cause marketing
• Entertainment, tours, attractions

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 Event Marketing:
Objectives
• Identify with consumer target market or lifestyle
• Increase brand awareness
• Create or reinforce perceptions of brand image
associations
• Enhance corporate image dimensions
• Create experiences and evoke feelings
• Entertain clients, reward employees
• Permit merchandising opportunities

February 23, 2018

 Sponsorship
• To meet specific brand objectives
• Audience delivered must meet needs of brand
consumers
• Events, naming opportunities
• Measurement - supply side - potential
exposure from media coverage, demand side -
reported exposure from consumers

February 23, 2018

 PR and Publicity
Company and brand image protection
• PR - annual reports, fund raising, membership
drives, lobbying, event management, public
affairs
• Publicity - press releases, media interviews,
press conferences, feature articles,
newsletters, photographs, films

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 Buzz Marketing
• Word of mouth techniques for products
• Extremely fast

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 Personal Selling
• Sales reps become customer advocates
• Recognition for performance through
customer satisfaction not only sales
• Frequent face-to-face interaction with
consumer

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 IMC Mix Criteria
• Coverage - reach and impressions
• Contribution - main effects of communications on
consumers
• Commonality - consistent and cohesive brand image
in every communication
• Complimentary - linkages of different
communications
• Versatility - degree of appeal to all aggregates

February 23, 2018