IMC & BRAND EQUITY

Definition of IMC

IMC is the process of developing and

implementing various forms of persuasive
communications programs with customers and
prospects over time.

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 WHY IMC?

Affect behavior
Use all forms of contacts
Start with the customer
Achieve synergy
Build relationships

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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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 Developing IMC Programmes

Coverage(Proportion of Audience Reach)

Contribution(Inherent ability to create a desired response and effect)
Commonality(Common information conveyed by different commn. Options)
Complementarity(Different associations and linkages across commn. Options)
Versatility(extent of robustness and effectiveness across segments)
Cost

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IMC Example

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Video Ads

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Digital Presence

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Product Placement in Movies

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Terminal 1 of the Chhatrapati Shivaji
International Airport – Coveyor Belt

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Event marketing

Simhastha Kumbh
Mahaparv with its
'Shubh Bhojan ki
Shubh Shuruwat'

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 “Dusshera-2016”

‘Desh ki Sehat, Desh ka Namak’

‘Kumbh Kay Shravan’

Energy Pops
Kumbh Mela 2019
Jagannath Ratha Yatra 2016
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Kumbh me Snan se pehle, Dabur Red Dant Snan
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 ‘Kam Paani Mein Zyada Suraksha’
Waterproof pouches at Nashik Kumbh (2015)

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Wheel Wash-o-Cycle

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