Introduction

Integrated Marketing Communications

Dr Bikash Banerjee
email: bikash.ban@gmail.com
Mobile: 9820183718
Approach
• 3 As: Analyze. Adapt. Apply.

• Stop Learning. Start Thinking!

• Fun@Thinking
INTEGRATED MARKETING
COMMUNICATIONS- IMC
A new generation marketing approach
Growing importance
Changing environment
• Consumers, technology and media
• Demographics- young, urban
• Lifestyle- cash rich and choice rich
• Market place power- manufacturers to retailers
Definition: IMC
The means by which firms attempt to inform,
persuade, and remind consumers—directly or
indirectly—about the products and brands they sell

IMC includes all marketing communications

Objective
To create and implement a centralized messaging function to
communicate a common theme and positioning to acquire, retain and
develop relationship with customers and stake holders
Review: 5 key elements
1. Situation analyses- Internal marketing audit & review, External analyses
of competition & environment

2. Specific marketing objectives- Direction, time frame and measurable

performance

3. Marketing strategy & program- Selection of target market, planning of Ps

4. Implementation program- Specific tasks & responsibilities

5. Evaluation process- Control & course correction in strategy or tactics

The Process
Identify Target Determine Design
Audience Objectives Communications

Select Channels Establish Budget Media Mix

Measure Results Manage IMC

Models of Communication Effectiveness
Any Questions?