Introduction to

Marketing
Communication

IMC
(objectives & elements)
& its
importance

Lecture 1
Beenish Nawaz
 Chapter
1. What is the role of marketing Objectives
communications?
2. What is the marketing communications mix?
3. How do marketing communications work?
4. What are the major steps in developing effective
communications?
5. How should the communications mix be set and
evaluated?
6. What is an integrated marketing communications
program?
 Modern marketing calls for more
than developing a good product,
pricing it attractively, and making it
accessible…

The key is communicating your

product/service effectively…
These are the questions marketers are facing:

• What to say?
• How and when to say it?
• To whom?
• How often?

Done right, marketing

communications can have a huge
payoff.
 Marketing
Communication

Def:
Marketing communications
are described by P. Kotler
and K. Keller as :

The means by which firms

attempt to inform,
persuade, and remind
consumers—directly or
indirectly—about the
products and brands they
sell.
Marketing communications also show how and why a product is used, by
whom, where, and when. Consumers can learn who makes the product and
what the company and the brand stand for.
(Kotler and Keller 2014, 476.)
 Marketing
Communications
(MARCOM)
“All the
messages and
media that
companies use to
communicate
with their
markets.”

A marketing communications channel, also

sometimes referred to as a delivery
vehicle to your customers for your
message or offer.
Combined with your messaging and the right creative for the
channel, it can resonate with your ideal customers and encourage
 Role of marketing communications

May also perform many other functions for:

Consumers:
• Tell/ show customers how a product is used
by what kind of person, and where & when
• Learn who makes the product

Companies:
• Link their brands to other people, places,
events & experiences
• Contribute to brand equity
MARCOM
Channels
This includes a variety of messages,
such as:

1. Advertising
(print, television, radio,
Internet, social media
advertising, etc.)
2. Direct marketing
3. Social media and
Internet Presence
4. Printed materials
5. PR activities
6. Sales presentations
7. Sponsorships
8. Attendance in trade
shows
9. Endorsements
Why is this
important to
understand?
MARCOM is  The primary goal of
promotion part of the marketing communication is to
 The secondary goal
Marketing Mix or reach a defined audience to
of marketing
the four P’s: product, affect its behavior by
communication is building
price, place, and informing, persuading,
and reinforcing
promotion.
and reminding.
relationships with
 Marketing communication
customers, prospects,
acquires new customers for
retailers, and other
brands by building awareness
important stakeholders.
and encouraging trial.
Integrated Marketing Communications (IMC)

According to American Association

of Advertising Agencies, IMC is:

A concept of marketing
communication planning that
recognizes the added value of a
comprehensive plan that
evaluates the strategic roles of a
variety of communications
disciplines (e.g. advertising, sales
promo, etc) and combines these
disciplines to provide clarity,
consistency and maximum
communication impact.
Integrated
Marketing
communication
 Defined as the Marketing mix
element used to inform, persuade,
and remind people about the
organization and its products or services
in an integrated way.

 Coca Cola uses its familiar red and Share A Coke'

campaign.. Coca Cola,
white logo and retains theme of a marketing genius!
togetherness and enjoyment
https://www.youtube.com/
throughout its marketing watch?v=2X8Bd3-G6IU

communications.
Changing MarComm environment

• Technology has changed the way

consumers process
communications and even whether
they choose to process them at all.
• E.g. Sky Hdi (DVR), viewers can
skip past ads with a push of the
fast-forward button.
 A shift from push to
pull marketing
• Technology is allowing consumers
to perform marketing
tasks/functions which were once
preserved for advertisers.
• Push is when a messaged is
placed in order to influence the
audience (e.g. TV commercial).
• Pull is when the audience pulls
information towards themselves,
e.g. ‘Googling’, making their own
content, such as YouTube videos,
selling products on eBay, etc.
Objectives
of IMC

 Awareness
 Brand loyalty
 Brand image
 Market expansion
 Persuasion
 Educating
Customers
competition through techniques suc
Advertising, publicity and person
Brand L
Involves custome
purcha ses & recomm
selling.

othe
Com pa nies can dev
throug h sales pro
persona l selling , tim
m arke

Educating customers:
Persuasion:
If competitors have similar
IMC techniques are used products,
to marketers can use
educate customers about, IMC
for techniques to show the
instance, handling, use or
superiority of their product
operations of the product. and encourage buying.

expand marke
internation
image of

to regio
techniques t
Marketers
Elements of IMC
(Promotional Mix)

 Publicity
 Advertising
 Sales promotion
 Sponsorships
 Personal selling
 Public Relations
 Packaging
 Direct marketing
 The
Importance
of IMC in
Your
Business
Integrated marketing
communication persuades
relationship building and synergy;
rather than the traditional inside-
out view, integrated marketing
communication is seen as an
outside-in  Consistency
perspective. Customers are
 Clarity
viewed not as
 Placement targets but as
partners in an
(maximum impact)
ongoing
 Segmentation relationship. 
 Targeting
 The Importance of
IMC in Your
Business
It helps shortening the sales cycle duration by improving the Efficiency of a company.

You do this by understanding the buying process of your desired customer.

 Identify customer pain points or the problems they wish to solve.

 Present your product as an ideal solution. Offer information to support

that.
 Show customers why your product is the superior option.

 Encourage customers to buy now. Incentivize immediate action.

 Evaluate customer satisfaction and feedback after the sale.

 Foundation for
Effective Market
ing Campaigns

To use integrated marketing

communication (IMC) effectively in

marketing campaigns, marketers go

through several planning steps to

define precisely what they want to

accomplish and with whom.

Only with this Information can they

be sure they are identifying the right

message and promotional mix to