INTRODUCTION TO

IMC
 ADVERTISING AND PROMOTION

 A vital communications system for both consumers and

businesses.

 Deliver carefully prepared messages to target audiences.

 Companies rely on it to help them market products and

services.

 Consumers rely on it for information they can use in

making purchase decisions.
 MARKETING

 Activity, set of institutions, and processes for creating,

communicating, delivering and exchanging offerings that have
value for:

 Customers, clients, partners, and society at large.

 Exchange: Involves parties with:

 Something of value to one another

 Desire and ability to give up something to the other party
 Way to communicate with each other
 MARKETING MIX

 Product, price, place, and promotion

 To develop an effective marketing mix, marketers must:

 Be knowledgeable about the issues and options of each element of the

mix

 Know how to combine the elements to form an effective marketing

program

 Analyze the market and use the data to develop the marketing strategy
and mix
INTEGRATED MARKETING COMMUNICATIONS
(IMC)

 Coordinate various promotional elements and other marketing

activities that communicate with a firm’s customers

 Recognizes the added value of a comprehensive plan that:

 Evaluates the strategic roles of a variety of communication

disciplines
 Combines the disciplines to provide clarity,
consistency, and maximum communications impact

 Ensures all marketing and promotional activities

project a consistent, unified image
 GROWING IMPORTANCE OF IMC

 Strategically integrates the various communications functions

 Avoids duplication and takes advantage of synergy among

promotional tools

 Develops more efficient and effective marketing communications

programs
 Changing environment :

 Evolution to micromarketing

 Consumers’ unresponsiveness to traditional

advertising

 Changing rules of marketing

BEHIND THE GROWING IMPORTANCE
OF IMC
From Toward
Media advertising Multiple forms of communication

Mass media Specialized media

Manufacturer dominance Retailer dominance

General focus Data-based marketing

Low agency accountability Greater agency accountability

Traditional compensation Performance-based compensation

Limited Internet availability Widespread Internet availability

 Shift from traditional to nontraditional media

 Growth of Internet and Social Media

 Shift in power from manufacturers to retailers

 Growth of Database marketing

 Demand for greater accountability from ad agencies and

agency compensation.
 TRADITIONAL MARKETING
APPROACH

Sales
Special
Point of promotion
events
purchase Interactive
marketing

Media
Packaging
Adver-
tising
Public
relations
Publicity Direct
Direct
marketing response
CONTEMPORARY IMC APPROACH

Sales Direct
Packaging
promotion response

Media
Point of
purchase Adver-
Public
tising relations
Publicity

Interactive
marketing Direct
Special
marketing
events
 THE PROMOTIONAL MIX

Advertising

Direct Marketing

Interactive/
Internet Marketing

Sales Promotion

Publicity/Public
Relations

Personal Selling
 ADVERTISING

 Paid forms of non-personal communication

 About an organization, product, service, or idea by an

identified sponsor

 No feedback from audience

 Important for products and services aimed at mass

consumer markets

 Cost effective
 DIRECT MARKETING

 Communicating directly with target customers to

generate a response and/or a transaction

 Involves:
 Database management

 Direct selling

 Telemarketing

 Direct-response advertising
 Encourages the consumer to purchase directly from the
manufacturer
BOSE USES DIRECT RESPONSE
ADVERTISING

Includes call
for action.
Phone number, mail-in
form, website address
provided.
 DIGITAL/INTERNET MARKETING

Interactive media

 Allow users to participate in and modify the form and

content of the information they receive in real time

Social media

 Online means of communication and interactions used to

create, share, and exchange content
Mobile marketing

 Messages delivered are specific to a consumer’s location

or consumption situation
 SALES PROMOTION

Marketing activities that provide

extra value or incentives to the…

Sales Ultimate
Force Consumer
Retailers
 PUBLICITY

 Nonpersonal communications regarding an organization,

product, service, or idea not directly paid for or run
under identified sponsorship

Advantage
 High credibility and low cost

Disadvantages
 Not always under the control of an organization

 Negative stories are highly damaging

PUBLICITY
A news story,
editorial, or High credibility and
announcement to low cost
a mass audience
Not directly paid for
or run under
identified sponsor

Is sometimes Not always under

unfavorable company control

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 PUBLIC RELATIONS

 Management function
 Evaluates public attitudes
 Identifies items of public interest
 Executes a program of action to earn public understanding
and acceptance
 Primary objectives
 Establish and maintain a positive image
of the company among various publics
 PERSONAL SELLING

 Person-to-person communication in which seller

attempts to assist and/or persuade prospective buyers to:

 Purchase a company’s product

 Act on an idea

 Allows seller to tailor messages to the customer’s

specific needs or situation
 Involves immediate and precise feedback
 IMC AUDIENCE CONTACT TOOLS

Public
Internet/
Broadcast media Print media Relations/
interactive
publicity

Out-of-home Direct
media marketing

Target Audience
Personal selling Sales Promotion

Point-of- Events and Product

Word-of-mouth
purchase sponsorship placements
 CONTACT OR TOUCH POINT

 Every opportunity a customer has to see or hear about a

company and/or its brands or have an encounter or
experience with it

 Categories:

1. Company created
2. Intrinsic
3. Unexpected
4. Customer-initiated
IMC CONTACT POINTS: CONTROL VS.
IMPACT
Model of the IMC Planning
Process
 Review of marketing plan

Analysis of Promotional program situation

Analysis of communications process

Budget determination

Develop integrated marketing communications program

Sales PR/ Personal Direct Internet/

Advertising
promotion publicity selling marketing interactive

Develop objectives and strategy for each

Develop message, media strategy, and tactics

Integrate and implement marketing communications strategies

Monitor, evaluate and control IMC Program

 REVIEW OF MARKETING PLAN

 Describes overall marketing strategy and programs for

an organization and includes:

 Detailed situation analysis

 Specific marketing objectives with time-frame and
mechanism for measuring performance
 Selection of target market(s) and plans for the four
elements of the marketing mix
 Program for implementing the marketing strategy

 Process for monitoring and evaluating performance

PROMOTIONAL PROGRAM
SITUATIONAL ANALYSIS
 ANALYSIS OF COMMUNICATION PROCESS

Marketing objectives

 Determine what is to be accomplished by the overall marketing

program in terms of sales, market share, or profitability

Communication objectives

 Determine what the firm seeks to accomplish with its

promotional program
 Stated in terms of:
 Nature of the message to be communicated
 Specific communication effects to be achieved
 BUDGET DETERMINATION

 What will the promotional program cost?

 How will the money be allocated?

 DEVELOPING THE IMC PROGRAM

 Most involved and detailed step

 Decisions made regarding the role and importance of each

element and their co-ordination

 Creative strategy- Message development and appeal

 Media strategy- Determine channels

MONITORING, EVALUATION, AND CONTROL

Determining how well the program is:

 Meeting communication objectives

 Helping the firm accomplish its overall marketing goals and

objectives

 Evaluating promotional program results/effectiveness

 Taking measures to control and adjust promotional strategies