Learning Objectives:

1. Explain integrated marketing communications and its

revolution over a period of time
2. Describe linkage between marketing communication
and brand image
3. Develop models that explain how integrated marketing
communication works
4. Describe the elements of marketing communication mix
5. Explain the integrated marketing planning
communication process
Components of Integrated Marketing
Communication:
1. Organizational culture
2. Other elements of marketing mix product, price and place
3. Advertising
4. Direct marketing
5. Public relations
6. Online/internet marketing/mobile marketing
7. Marketing using social media tools like Facebook, Twitter,
LinkedIn, Google Plus, You Tube
8. Sales promotions
9. Personal selling
10. Events management
11. Cause marketing
Integrated Marketing Communication
Process
Integrated Marketing Communication
Model

IMC Model has two stages as follows:

1. Understanding the local market

2. Integration
1. Brand image integration
2. Integration of marketing and communication
mix
3. Relationship building
Consumer Response and Integrated
Communication Models

AIDA Model of Hierarchy of Consumer Response

The Levidge and Steiner Model
Information Processing Model

McGuire’s Response Model

Communication Models

Michael Ray Model

• Learn-feel-do sequence
• Possible only when the customer is highly involved and
significant differentiation exists among competing brands in a
product category
• In the context of a low involvement buying situation
• Model gets modified to a learn do feel sequence.
Michael Ray’s Model
The FCB Model
Theory of Diffusion of Innovation
Everett M/. Rogers Model of Hierarchy of Consumer Responses
(Innovation-Adoption Model)
Consumer Buy Images
Strategy and the structure of the message should
effective communicate the positioning statement
and the reasons why customer should buy the
brand.
While designing the message:
1. Target market
2. Environment of the target market which also
includes target competition
3. Positioning statement
4. Media choices
Message Content

Appeal
Different forms of appeal that a marketer can use to
communicate his ideas.

Options:
a. Humour
b. Fear
c. Emotion
d. Rational
e. Ethics
Message Structure

Conclusion drawing messages are those which raise

an issue or question an then answer it as well

One-or two-sided arguments refer to whether it is

advisable for the marketer to talk only about his or her
product or service or also compare it with
competition
Message Format

Source of the Message

Source’s credibility is built up by the customer’s liking
for it, belief in it, and the extent to which it is perceived
as an expert’s trustworthy opinion

Likability reflects source attractiveness to the target

audience.
Congruity
Media Decisions

Personal Channel of Communication

• Expert Channel
• Advocate Channel
• Social Channel

Non-personal Channels of Communication

• Print
• Audio
• Television and video
• Internet
Integrated Marketing Planning
Communication Process
The Role of IMC in Marketing (Integrated Marketing
Communication Process)