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What is an Integrated Marketing Communications Program? Kotler Chapter 16

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Sameer Mathur
Sameer Mathur

What is an integrated marketing communications program? Based on Kotler Chapter 16

Marketing
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What Is An Integrated Marketing Communications Program? Kotler Chapter 16 Aayushi Aggarwal IIT Kanpur
Why integration? Many companies still rely on one or two communication tools. Marketers need to assemble various media properties and services in a integrated communication program. Integrated Marketing Communications can produce stronger message consistency, help build brand and create greater sales impact.
Integrated Marketing Communication (IMC) An approach to achieving the objectives of a marketing strategy, through a well coordinated use of different promotional methods that are intended to reinforce each other.
Coordinating media Marketers should combine personal and non-personal communications channels to achieve maximum impact and increase message reach and impact Promotions can be more effective when combined with advertising – can increase the success of more direct sales pitches
Companies can coordinate their online and offline communications activities. Web addresses in ads allow customers to fully explore a company’s products
Implementing IMC
Solution Companies should acquire Promotion agencies, Public relation firms, Website developers and direct mail houses.
What is an Integrated Marketing Communications Program? Kotler Chapter 16

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What is an Integrated Marketing Communications Program? Kotler Chapter 16

  • 1. What Is An Integrated Marketing Communications Program? Kotler Chapter 16 Aayushi Aggarwal IIT Kanpur
  • 2. Why integration? Many companies still rely on one or two communication tools. Marketers need to assemble various media properties and services in a integrated communication program. Integrated Marketing Communications can produce stronger message consistency, help build brand and create greater sales impact.
  • 3. Integrated Marketing Communication (IMC) An approach to achieving the objectives of a marketing strategy, through a well coordinated use of different promotional methods that are intended to reinforce each other.
  • 4. Coordinating media Marketers should combine personal and non-personal communications channels to achieve maximum impact and increase message reach and impact Promotions can be more effective when combined with advertising – can increase the success of more direct sales pitches
  • 5. Companies can coordinate their online and offline communications activities. Web addresses in ads allow customers to fully explore a company’s products
  • 7. Solution Companies should acquire Promotion agencies, Public relation firms, Website developers and direct mail houses.