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INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh Mishra

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INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh Mishra

“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”

“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”

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INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh Mishra

  1. 1. IMTEGRATED MARKETING COMMUNICATION
  2. 2. UNIT 1
  3. 3. Communication Nike, India’s bled blue marketing communication campaign was an effort to target cricket lovers in India
  4. 4. Vodafone’s communication was simple, yet effective
  5. 5. Definition of Communication “Communication means to share some ideas, information, feeling or attitude by using some symbols so that a common meaning is held”. “Communication means transmission of message from a sender to receiver by means of signal of some sort, sent through a channel of some sort”.
  6. 6. • “Communication can be defined as the sharing of a common meaning”. • “Communication occurs when the message that was sent reaches its destination in a form that is understood by the intended audience”.
  7. 7. Communication can be used in many forms- • It can be written or spoken. • It can be picture or illustrations.
  8. 8. • It can be product demonstration. • It can be some kind of body language.
  9. 9. • It can be combination of verbal and visuals.
  10. 10. The Communications Process
  11. 11. The Linear ModeL of CoMMuniCaTions
  12. 12. The Communications Process Sender Encoding Message Media Decoding Receiver ResponseFeedback Noise
  13. 13. – A message: The message is the content. – A sender or source or initiator of the message: Source may be the marketer or public policy maker.
  14. 14. - Encoding: A message is first encoded by the sender. The sender may use- - Words - Pictures - Symbols - Body language etc. – A communication channel (media): This is the channel used to convey the content.
  15. 15. – To make the message delivery efficient, the channel must have direct access to receiver and be relatively free from noise or distortion. – communications requires a channel, with a sender and a receiver, to handle the message – A receiver: the receiver may be the consumer. – Decoding: It occurs when the message touches the receiver’s senses in some way.
  16. 16. Marketing Communications
  17. 17. • Among 4 P’s, promotion contains the marketing communication function. • “Marketing communication is all about how to create, deliver, manage, and evaluate brand message.”
  18. 18. • Brand message include all information and experiences that impact how customers and other stakeholders perceive a brand. • Marketing communications are messages and related media used to communicate with a market.
  19. 19. • It can also refer to the strategy used by a company or individual to reach their target market through various types of communication. • “Marketing communication is a collective term for all the various types of planned message”.
  20. 20. • Marketing communication includes- – Advertising – Direct marketing – Sales Promotion – Personal selling – PR and Publicity – Packaging – Events and Sponsorship – Customer service
  21. 21. Characteristics of Marketing Communications
  22. 22. Characteristics of Marketing Communications • It Informs, persuades and reminds. • It is part of the marketing mix.
  23. 23. • It includes all the means by which a company communicates directly with potential customers. • It attempt to influence feelings, beliefs, or behaviour. • It is interactive dialogue between company and audience.
  24. 24. • Effective marketing communication requires reaching the right people with appropriate information through the right source.
  25. 25. Flow of Marketing Communication
  26. 26. • Marketing communication has two flows- – External flow – Internal flow • External flow of Marketing communication is directed at- – Customers (current, potential and past) – Channel members (whole sellers, retailers)
  27. 27. – Companies (competing and non competing) – Other publics (government agencies, private agencies, expert) • Internal flow of marketing communication involves- – Company department. – Company employees. – Company stockholders.
  28. 28. Marketing Communications mix • Advertising • Direct marketing • Sales Promotion • Personal selling • PR and Publicity
  29. 29. Marketing Communications Models
  30. 30. Communications model • AIDA model • The hierarchy of effects model • The innovation – adoption model
  31. 31. AIDA Model Attention Interest Desire Action
  32. 32. The Hierarchy of Effects model Awareness Knowledge Liking Preference Conviction Action
  33. 33. Traditional consumer response hierarchy models Stages AIDA model Hierarchy of effects model Innovation adoption model Information processing model Cognitive stage Attention Awareness Knowledge Awareness Presentation Attention Comprehension Affective stage Interest Desire Liking Preference Conviction Interest Evaluation Yielding Retention Behavioural stage Action Purchase Trial Adoption Behaviour
  34. 34. Integrated Marketing Communications (IMC)
  35. 35. • For many years, the promotional function in most companies was dominated by mass-media advertising. • Today many companies are taking a different approach to marketing and promotion: They integrate their advertising efforts with a variety of other communication techniques such as-
  36. 36. • >>>>> Such as- – Websites on the internet, – Direct marketing, sales promotion, – Publicity and public relations (PR), – Event sponsorships, etc.
  37. 37. • They are also recognizing that these communication tools are most effective when they are coordinated with other elements of the marketing program.
  38. 38. • “IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.” • “IMC insures that all forms of communication and messages are carefully linked together”
  39. 39. Integrated marketing communication
  40. 40. American Association of Advertising Agencies (the “4As”) : “IMC is a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines—for example, general advertising, direct response, sales promotion, and public relations—and combines these disciplines to provide clarity, consistency, and maximum communications”.
  41. 41. • “Integrated Marketing Communication (IMC) is a process for planning, executing and monitoring the brand message that create customer relationship”. • Integrated Marketing Communication (IMC) ensures that all forms of communication and messages are carefully linked together.
  42. 42. Integrated communication for Incredible India
  43. 43. Objectives of IMC
  44. 44. Objectives of IMC • The foremost objective of IMC is- – To coordinate all the companies marketing and promotional efforts. – To develop most suitable and effective method to contact customers.
  45. 45. Other objectives are- • To develop brand awareness. • To increase demand. • To change consumer attitude. • To enhance purchase action.
  46. 46. • To encourage repeat purchase. • To enhance brand image. • To increase market share.
  47. 47. Characteristics of IMC
  48. 48. Characterstics of IMC • This brings about synergy and better use of communication funds. • It Balances the ‘push’ and ‘pull’ strategies. • It strategically integrate various functions of communication.
  49. 49. • By coordinating marketing communication companies can avoid duplication. • Improves the company’s ability to reach the right consumer at the right place at the right time with the right message.
  50. 50. The IMC Process Model
  51. 51. • Brand messages means communication by – advertising, – sales promotion, – direct marketing, – personal selling etc.
  52. 52. • One way or two way media- – Radio, – TV, – news paper, – outdoor boards, – event sponsorship, – phone, – email, packaging etc.
  53. 53. • Strong brand relationship- – increased sales, – increased customers, etc. • Week brand relationship- – lose of sales, – lose of customers, etc.
  54. 54. • IMC is an on going communication process. • There is no beginning or end of IMC process because the brand communication does not start & stop. It is continuous.
  55. 55. • This ongoing communication differentiate IMC with traditional advertising.

Notas do Editor

  • Summary overviewThis slide presents a screen capture from a social media campaign for Nike, India. It is an example of the positioning strategy whereby the brand is positioned at a product user. Nike has bled blue in its effort to target cricket lovers in India with an interactive campaign on Facebook and NikeCricket.id (Exhibit 7.7). Users are encouraged to create a virtual blue handprint and set it as their Facebook ID for the cricket season. In India, blue is the colour of hope, dreams and aspirations. Cricket lovers in Australia and New Zealand might just see red instead!
    Use of the slideThis slide can be used to demonstrate an example of various positioning approaches.
  • Reference to text: This slide refers to the conceptual understanding of IMC as discussed in section 1.3 on page 38.
  • Reference to text: This slide refers to the ‘In Perspective’ feature on the Incredible India campaign discussed on pages 3-7.

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