Introduction to integrated marketing communication SYBMS SEM IV or 4

1. Introduction to Integrated
Marketing Communication
UNIT 1

2. MeaningOf
IMC/Definition
ofIMC
 Integrated Marketing Communications is a simple
concept. It ensures that all forms of communications
and messages are carefully linked together. At its most
basic level, Integrated Marketing Communications, or
IMC, as we'll call it, means integrating all the
promotional tools, so that they work together in
harmony.

3. Featuresof IMC
 Involves creating awareness
 Various promotional tools
 Sub-variable of marketing mix
 Art and Science
 Multiple devices available
 Internal Communication

4. EvolutionOf
IMC

5. Reasons forthe
Growing
importance of
IMC
 Strategically integrating
 Coordinating
 Maximize the returns
 Easy to adapt
 Major changes
 Developing websites
 Greater Fragmentation of media
 Less responsive
 Positive word of Mouth
 Ongoing revolution
 Traditional media advertising
 Lower cost
 Rapid growth and development
 Rapid growth of internet
 Can no longer be tied

6. Promotional
ToolsforIMC

7. IMCplanning
Process

8. RoleofIMCin
Marketing
 The primary role of IMC is to systematically evaluate
the communication needs and wants of the buyer and,
based on that information, design a communication
strategy that will (a) provide answers to primary
questions of the target audience, (b) facilitate the
customer ability to make correct decisions, and (c)
increase the probability that the choice they make most
often will be the brand of the information provider, i.e.
the sponsor or marketer. Marketers know that if they
learn to fulfill this role, a lasting relationship with the
customer can be established

9. Communication
Process
 Communication is the act of conveying meanings from
one entity or group to another through the use of
mutually understood signs, symbols, and semiotic rules

10. Traditional and
Alternative
Response
Hierarchy Models

11. Establishing
Objectives and
Budgeting
 THE VALUE OF OBJECTIVES
 Communications
 Planning and Decision Making
 Measurement and Evaluation of Results

12. Determining
Promotional
Objectives
 Marketing objectives are defined in terms of specific,
measurable outputs (sales volume, market share,
profits, and return on investment). They should be
quantifiable, realistic and attainable. However the
integrated marketing communications objectives are
based on certain communication tasks. It should align
with the message that is to be delivering to the target
audience. The company should be able to translate
their marketing goals into communication goals and
promotional objectives

13. SalesV/s
Communication
Objectives

14. DAGMAR :An
Approach to
setting Objectives
 Defining Advertising Goals for Measured Advertising
Results (DAGMAR) is a marketing model used to
establish clear objectives for an advertising campaign
and measure its success.
 The DAGMAR model was introduced by Russell Colley
in a 1961 report to the Association of National
Advertisers and was expanded upon in 1995 in a book
by Solomon Dutka.

15. DAGMAR :An
Approach to
setting Objectives
 Characteristics of Objectives
 Concrete, Measurable Tasks
 Target Audience
 Specified Time Period
 Criticisms of DAGMAR
 Problems with the response hierarchy
 Sales Objectives
 Practically and costs
 Inhibition of creativity

16. Problems in
setting Objectives
 1. Risk:
 Though challenging objectives increase desire to perform
better, they also increase the risk of their non-
achievement.
 ADVERTISEMENTS:
 2. Stress:
 As a result of risk, the challenging goals may increase
mental stress and tension of employees in the pursuit to
work hard for their attainment. This may lower their
performance, increase the costs or reduce the profits.
 3. Low motivation or self-confidence:
 Failure to achieve challenging or over-optimistic goals can
lower the confidence of workers to achieve these goals and
they will be demotivated to reach these targets.
 4. Unfair practices:
 If non-achievement of goals is followed by punishments
and threats, workers would indulge in unfair practices to
achieve those goals.

17. SettingObjectives
fortheIMC
Program
 Zero based communications planning. Zero based
planning and zero based budgeting are hardly new
concepts. Quite simply, it's where you start a new
period looking at what you're planning to market to
your constituents or how much you're going to spend,
from a zero/neutral point.