Integrated Marketing

Communication

Presented By:
Roshan Purohit
(MBA-FMRM)
Introduction
An approach to achieve the objectives of a marketing
campaign, through a well coordinated use of
different promotional methods that are intended to
reinforce each other.
As defined by the American Association of
Advertising Agencies, integrated marketing
communications “ ... recognizes the value of a
comprehensive plan that evaluates the strategic roles
of a variety of communication disciplines
advertising, public relations, personal selling, and
sales promotion and combines them to provide
clarity, consistency, and maximum communication
impact.”
Characteristics
Focus on customer need for
communications
Use of consistent messages via diverse
communications vehicles
Careful planning of message delivery to
generate a steady stream of consistent
information
Use of several elements of the
promotional mix
 Elements of IMC
1. Advertising
2. Personal Selling
3. Public
Relations/Publicity
4. Sales Promotion
5. Direct Marketing
6. Internet Marketing
Advertising
◦ Advertising in business is a form of
marketing communication used to encourage,
persuade, or manipulate an audience (viewers,
readers or listeners; sometimes a specific
group) to take or continue to take some action.
◦ A paid non-personal communication about an
organization and its product’s information is
transmitted to a target audience through mass
media.
Personal Selling
Face-to-face selling in which a seller attempts to
persuade a buyer to make a purchase.
A paid personal communication that seeks to
inform customers and persuade them to purchase
products in an exchange situation
Public Relations/ Publicity
◦ A broad set of communication efforts used to
create and maintain favorable relationships
between the organization and its stakeholders
◦ Publicity is a non-personal communication in
a news story form about an organization or its
products, or both, transmitted through a mass
medium for free
Sales Promotion
◦ An activity or material that acts as a direct
inducement, offering added value or incentive
for the product, to resellers, salespeople, or
consumers
◦ Examples of devices used in sales promotion
include coupons, samples, contests, rebates,
etc.
Direct Marketing
A form of advertising in which physical
marketing materials are provided to consumers
in order to communicate information about a
product or service. Direct marketing does not
involve advertisements placed on the internet,
on television or over the radio. Types of direct
marketing materials include catalogs, mailers
and fliers.
Internet Marketing
Internet marketing, or online marketing, refers
to advertising and marketing efforts that use the
Web and email to drive direct sales via
electronic commerce, in addition to sales leads
from Web sites or emails.
Internet marketing and online advertising efforts
are typically used in conjunction with traditional
types of advertising like radio, television,
newspapers and magazines.
THANK YOU