INTEGRATED MARKETING

COMMUNICATION (IMC)
PROMOTION MANAGEMENT

• INTEGRATED MARKETING
COMMUNICATION (IMC)
• VARIOUS INSTITUTIONS INVOLVED IN
ADVERTISING
• PROMOTION MIX
 INTEGRATED MARKETING
COMMUNICATION (IMC)

• Evolution of IMC
• MEANING
• IMPORTANCE
• EFFECT ON MARKETTER,
ADVERTISING AGENCIES
 Evolution of IMC
• Domination of mass media advertising
• Per project basis use of other C‘s
• Separate agencies
• Different views, goals, budgets
• 1980
• Synergy
• Response of ad agency
• New advertising, orchestration, seamless
communication
 IMC
• American Association of Advertising Agencies (4
As)
• “ a concept of marketing communications
planning that recognizes the added value of a
comprehensive plan that evaluates the strategic
roles of a variety of communication disciplines
and combines these disciplines to provide
clarity, consistency and maximum
communication impact”
• Encompasses price, product, packaging, POP,
store, service, performance,
 Why IMC?
• Avoid duplication
• Take advantage of synergy
• To be more efficient and effective
• Maximize the returns
• Adaptation to the changing environment
(consumers, technology, media)
• Media fragmentation
• Less responsive to traditional advertising
 Why IMC?
• A shifting of marketing dollar from media
advertising to other forms of promotion mainly SP
• Movement towards low cost, more targeted
communication-event marketing, sponsorships,
direct mail, Internet
• A shift in market place power from manufacturer
to retailers
• Rapid growth and development of database
marketing
• Demand for grater accountability from ad
agencies and compensation
• Growth of internet
The Promotional Mix
 Promotional Mix

The Promotional Mix

Advertising Internet Public

Direct Marketing Relations
Sales Personal
Marketing
Promotion Selling
 The Promotional Mix
• Advertising
• Direct Marketing
• Interactive/ Internet Marketing
• Sales Promotion
• Publicity/ Public Relations
• Personal Selling
 Advertising
• Advertising is any paid form of non personal
communication about an organization, product,
service, or idea by an identified sponsor.
• Advantages – Cost Effective, Used to create
Brand Image, Brand Awarness, Brand Attitude,
Trial Purchase, Loyalty etc.
• Cost effective
• Leveraging the popularity of ads into IMC
• GMC, P&G, Ford Motor Co., PepsiCo
 Classification of Ads – Advertising
to Consumer Markets
• National Advertising
• Retail/ Local Advertising
• Primary vs Selective Demand Advertising
• To stimulate demand for the general
product class or entire industry
• Creating demand for a specific company’s
brand
 Classification of Ads – Advertising
to Business and Professional
Markets

• Business to Business advertising

• Professional Advertising
• Trade advertising
 Direct Marketing
• Fastest growing sector in the US Economy
• Includes database management, direct selling,
direct mail, telemarketing and direct response
ads
• DM is system of marketing by which
organizations communicate directly with target
customers to generate a response or transaction
• Toll free numbers, credit cards, internet,
telephone
 Interactive/ Internet Marketing
• Back and forth flow of information
• Receive, alter information and images,
make enquiries, respond to question and
make purchase
• CD-ROMS, Kiosks, Interactive Television
 Sales Promotion
• SP are those marketing activities that
provide extra incentives to the sales force,
the distributors or the ultimate consumer
and can stimulate immediate sales
• Consumer oriented SP: Coupons,
Sampling, Premiums, Rebates, Contests,
Sweepstakes
 Publicity
• Non personal communications regarding
an organization, product, service, or idea
not directly paid for or run under identified
sponsorship
• High credibility
• Reviews
• Low cost
• Not under control
• Favorable/ unfavorable
 Public Relations

• Systematically planned and distributes

information in an attempt to control and
manage its image and the nature of
publicity
• Participation in community activities, fund
raising, sponsorship for special events,
 Personal Selling

• Person to person communication in which

a seller attempts to assist and persuade
prospective buyer to purchase the co’s
product
• Face to face, telephone
• Communication flexibility
• Immediate and precise feed back
 The purpose of advertising
• It tries to help companies produce larger
sales,
• a possibility to introduce new products
• It helps stores with faster turnover of old
goods
• it enables the use of media as an
important source of funds for a normal
business
 IMC Planning Model
• Review of Marketing Plan
• Analysis of Promotional Program Situation
• Analysis of Communication Process
• Budget Determination
• Develop IMC Program
• Integrate and Implement Marketing
Communication Strategy
• Monitor Evaluate, Control IMC Program
The Product Life Cycle (PLC) and Strategies
at different stages
Introduction stage of PLC - Advertising
differentiates the product. Print ad giving details
about its specifications
Growth stage of PLC - Advertising spend is high
and focuses upon building brand.
Maturity stage of PLC - Promotion becomes more
widespread and use a greater variety of media.
Advertising puts price ahead of the competition.
Decline stage of PLC - by reducing marketing
spend and cost cutting. Defensive advertising or
for revitalization
 VARIOUS INSTITUTIONS
INVOLVED IN ADVERTISING

ADVERTISER
Marketing and Promotions Process Model
 Assignments
• Study the role of Newspaper, Radio, TV,
Billboards, Internet, and other media in
marketing of Mobiles, Cold Drinks, Jeans,
etc.