INTEGRATED MARKETING

COMMUNICATIONS

By
Sujata Joshi
Roll No.: 34
DEFINITION
• “IMC is 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.”

• In simple words, concept of using multiple

communication channels like internet, TV ads,
newspaper ads, etc giving the consistent idea and
same message to the customers.
• Same theme, look and message for print advertising
as well as Website and TV ads

• Adding Videos of TV ads to the homepages

• Listing Web addresses in ads (especially print ads)

and on packages
TRADITIONAL MARKETING
COMMUNICATIONS APPROACH
CONTEMPORARY IMC
APPROACH
MARKETING
COMMUNICATIONS TOOLS
• Advertising
• Sales Promotion
• Public Relations and Publicity
• Direct Marketing
• Interactive/Internet Marketing
• Personal Selling
• ADVERTISING
– Any paid form of non personal communication about an
organization, product, service, idea or cause by an
identified sponsor.

• SALES PROMOTION
– Marketing activities that provide extra value or
incentives to the sales force, distributors, or ultimate
consumers and can stimulate immediate sales.
• PUBLIC RELATIONS AND PUBLICITY
– Systematic effort to create and maintain goodwill of an
organization's various publics (customers, employees,
investors, suppliers, etc.), usually through publicity and
other non-paid forms of communication.

• DIRECT MARKETING
– A system of marketing by which organizations
communicate directly with target customers to generate a
response and/or a transaction
• INTERACTIVE/INTERNET MARKETING
– A form of marketing communication through
interactive media which allow for a two-way flow of
information whereby users can participate in and modify
the content of the information they receive in real time.

• PERSONAL SELLING
– Face to face selling in which a seller attempts to persuade a
buyer to purchase a product or service.
BENEFITS OF IMC
• Strategic, Comprehensive and Holistic approach
• Consistent look and message
• Increase brand recognition and corporate image
• Ability to target different segments in the market
without diluting the message or brand name
• Cost effective
• Integrate all activities under one strategic plan
DRAWBACKS OF IMC
• Internal conflicts
• Different ad agencies – Uncoordinated
communications and Image diffusions
• Time Scale Conflicts
• Lack of Management know-how
 THANK YOU 