Introduction to IMC

Marketing Communications
Integrated Marketing Communications (IMC)

• It is the communications mix adopted by a

company to derive synergies from the various
types of marketing communications available
• IMC is a systematic, cross-organizational
marketing communication process that is
customer-centric, data driven, technically
anchored and branding effective.
Relationship between Promotion,
Promotional Mix and IMC
Advertising has its origins in the U.S. in the
early part of the 20th century

Volney B. Palmer – media broker

Ads were released to make the magazines interesting

and the media paid for the ads instead of getting paid!
 Ladies Home Journal -1902

“The editor of the Ladies Home Journal thinks that

we publish it for the benefit of the American
women. This is an illusion, but a very proper one
for him to have. The real reason, the publisher’s
reason is to give you who manufacture things
American women want, a chance to tell them
about your product.”
– Cyrus H. K. Curtis, founder of ladies Home Journal
 Definitions of Advertising

Advertising is any paid form of non-personal

presentation and promotion of ideas, goods and
services by an identified sponsor.
– Kotler

Advertising is a paid, mass mediated attempt

to persuade

“Salesmanship in Print”

Substitute for a human salesman

Economic Effects of Advertising
Ethical Issues to Advertising
 Over 90000 crores is the adspend of this country. Can this not be used for more
productive purposes?

 Goods could be cheaper if such huge adspends were not incurred by industry

 “Advertising makes people buy things which they never knew, which they don’t need
with money that they don’t have”

 Advertising is intrusive and invades personal privacy

 Advertising is manipulative and has a damaging influence on impressionable minds

 Advertising is offensive and distasteful.

 Advertising promotes and raises aspirations fuelling a materialistic society

 Advertising promotes harmful products like tobacco and alcoholic beverages

 Advertising promotes stereotype thinking

 Advertising leads to deceptive claims being believed by a gullible society

Advertising Media
The Communication Process

Filter Filte
r

media
Encoding Decoding

Noise
 Major Institutions involved in the field
of Advertising management

Control Institutions Facilitating Institutions

Government Ad agency

Advertiser Media

Competition Research
suppliers

Markets and Consumer behaviour

The Advertising Agency
Niche Agencies
Role of Advertising within the
Marketing Program