UNIt 5

IMC –Integrated marketing communication

 IMC is a cross functional process for planning, executing
and monitoring brand communications.
 Goal is to profitably acquire, retain and grow customers.
Communication strategies
 AIDA model -aware, interest, desire and action
 Select Imc tools
 Think, feel do
 Attitude level strategy
IMC tools
 Internet Advertising
 Marketing Public Relations
 Sales Promotion
 Direct Marketing
Internet advertising
 Display ads
 Rich media ads
 Transition and Floater ads
 E-mail advertising
 Sponsorships
 Mobile advertising
 Emerging formats-widget ads (software installed to get
offers)
Marketing public relations
 It consist of activities that influence public opinion and
create goodwill among a no of different publics.

 Web Site
 Community Building
 Online Events- eg) A podcast, or generically netcast, is an
episodic series of digital audio or video files
Sales promotion offers
 Sampling
 Contests
 Sweepstakes –lucky draw
 Games
 premium
Direct marketing
 E-mail marketing
 Opt-in email is a term used when someone is given the
option to receive email. 
 Opt out-not receiving mail
 viral marketing
 Text messaging
others
 Location based marketing
 Personal selling
Net as a medium (digital media)
 These are electronic tools used to store , transmit and
receive digitize information.
Media characteristics
 Broadcast media- tv and radio
 Print media- newspaper, magazine
 Narrocast media cable tv
 Point cast media- email
 Direct post mail
Digital media
 Email
 Website
Types of digital media
 Search engine reputation aggregators
 Blogs
 Online communities
 Social networks
Search engine reputation aggregators

 Natural search
 Design and content
 Technical factors
 Register the website
 Site quality
 Paid search
 Keyword advertising
 Paid inclusion
 Directory submission

Vertical search
Eg) tripadvisor.com
Community building principles
 Observe
 Recruit
 Evaluate platforms
 Engage
 Measure
 Promote
 Improve
Blogs
 Blogs are online dairies or journals frequently updated and
presented in chronological order on web pages.
 Types
 Personal blog
 Company blog
CRM
CRM
Sales Force Automation
Marketing Automation
Customer service