The slides are prepared by Prof. Sameer Mathur.

1. INTEGRATED
MARKETING
COMMUNICATIONS
Prof. Sameer Mathur,
Ph.D.

2. Agenda
Integrated Marketing Communications
Promotional Mix
Marketing Communications Mix
Promotion Decision Process
Communication Process
Three Reasons for IMC

3. Sameer Mathur
Marketing Professor 2009 – 2013
Ph.D. and M.S. (Marketing) 2003 – 2009
Marketing Professor 2013 –
Indian Institute of Management,
Lucknow

4. A company carefully integrates
and coordinates its many
communications channels to
deliver a clear, consistent, and
compelling message about the
organization and its products.
Integrated Marketing
Communications

5. Why IMC?

6. Promotional Mix

7. Promotional Mix

8. • Advertising:
– Any paid form of non-
personal presentation and
promotion of ideas, goods,
or services by an identified
sponsor
• Sales promotion:
– Short-term incentives to
encourage purchase or
sale of a product or service
• Public relations:
– Building good relations and
corporate image with the
company’s publics using
publicity, and handling
unfavourable events
• Personal selling:
– Personal presentation by
the firm’s sales force for the
purpose of making sales
and building customer
relationships
• Direct marketing:
– Direct communications with
targeted individuals to
obtain an immediate
response and lasting
customer relationships
Marketing Communications Mix

10. Source: walmart.com, target.com, kmart.com; Business 2.0, June 2003
Promotion Decision Process

11. Communication Process

12. A Product in the
Mature Stage of
the PLC

13. Promotion over PLC

14. “Push” Channel Strategy

15. “Pull” Channel Strategy

18. Media Explosion
Consumers Take Over
Branding is Everything
Three Reasons for IMC

19. Media Explosion

25. Consumers
Take Over
Consumers Take Over

26. • Media fragmentation
• Explosion of cable TV
• Birth of the Internet
• TiVo/DVRs
• Viral Marketing
• Rise of the Blog
• Social Networking
• Consumer Generated
Media
Signs that the Consumer is in Control

33. Media Explosion
Consumers Take Over
Branding is Everything
Three Reasons for IMC:

34. Branding is Everything!

35. Click
Here

38. ADAGE
More Consumers Make the Switch to Macs
Analysts Say Apple's Disciplined Marketing Is Behind Trend,
not Just Vista 'Debacle'
YORK, Pa. (AdAge.com) -- For a long time, David Alison was a
Mac hater.
In fact, one of the avatars he used was the face of actor John
Hodgman, the PC guy in Apple's "Get a Mac" ads. As a
software developer, he was heavily invested in and committed
to Windows. While he had been a longtime iPod fan, it hadn't
been enough to get him to switch.
Gaining converts: But then last year his friends started buying
iPhones and making the switch -- "guys like me, who didn't
really care for Macs." And when the latest Windows operating
system, Vista, came out, "It didn't do anything for me," Mr.
Alison said. "The very initial version was really a mess.

39.  The concept under which a company carefully integrates and
coordinates its many communications channels to deliver a clear,
consistent, and compelling message about the organization and
its products.
Summary: Integrated Marketing Communications

40. Summary
Integrated Marketing Communications
Promotional Mix
Marketing Communications Mix
Promotion Decision Process
Communication Process
Three Reasons for IMC