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    This document outlines the lecture breakdown for a course on Integrated Marketing Communication. It defines key concepts like IMC, marketing, and communication. IMC is described as the process of unifying various marketing communication elements like PR, social media, analytics, and advertising to create a consistent brand identity across different media channels. The lecture covers topics such as persuasion, segmentation, advertising strategies, target markets, and real-life advertising campaign examples.

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    This document outlines the lecture breakdown for a course on Integrated Marketing Communication. It defines key concepts like IMC, marketing, and communication. IMC is described as the process of unifying various marketing communication elements like PR, social media, analytics, and advertising to create a consistent brand identity across different media channels. The lecture covers topics such as persuasion, segmentation, advertising strategies, target markets, and real-life advertising campaign examples.

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    This document outlines the lecture breakdown for a course on Integrated Marketing Communication. It defines key concepts like IMC, marketing, and communication. IMC is described as the process of unifying various marketing communication elements like PR, social media, analytics, and advertising to create a consistent brand identity across different media channels. The lecture covers topics such as persuasion, segmentation, advertising strategies, target markets, and real-life advertising campaign examples.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    11 views18 pages

    Preview File1

    Uploaded by

    Fatima Tariq
    This document outlines the lecture breakdown for a course on Integrated Marketing Communication. It defines key concepts like IMC, marketing, and communication. IMC is described as the process of unifying various marketing communication elements like PR, social media, analytics, and advertising to create a consistent brand identity across different media channels. The lecture covers topics such as persuasion, segmentation, advertising strategies, target markets, and real-life advertising campaign examples.

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    1

    INDUS UNIVERSITY
    Learn Well To Live Well

    2
    Integrated Marketing
    Communication
    Major Dr. Usman Farooq (Retd)
    Indus University
    1. IMC – what, why how
    2. Persuasion and Segmentation
    3. Advertising and Management –
    Planning and Analysis
    4. Advertising Strategy and
    Implementation
    Lecture 5. Real Life examples of Advertising
    Breakdown campaigns
    6. Target Market
    7. Marketing Segmentation
    8. Maslow's hierarchy of needs
    9. Midterm – Assignment
    10. Brand positioning – Case study
    11. Product and services
    12. IMC & Brand Messages, IMC &
    Communication Planning, IMC & Media
    Planning, IMC & Message
    Lecture Planning
    Breakdown 13. Customer journey & behavior
    14. Case studies for Promotion and ads
    15. Media planning and Placing strategy
    16. Project discussion
    17. Final exam
    LECTURE 1
    IMC – what, why how
    • Integrated is the term used to
    describe things or people that are
    integrated have been brought
    together, so that they live or work
    together. They're no longer apart or
    Integrated segregated. When something is
    integrated, it's united — different
    things are now together, especially
    things that used to be apart.
    • Marketing is the activity, set of institutions,
    and processes for creating, communicating,
    delivering, and exchanging offerings that have
    Marketing value for customers, clients, partners, and
    society at large.
    (American Marketing Association)
    • Communication is simply the act of transferring
    information from one place, person or group to
    Communication another. Every communication involves (at least) one
    sender, a message and a recipient.
    Integrated Marketing Communication
    • Integrated marketing communication (IMC) can be defined as
    the process used to unify marketing communication elements,
    such as public relations, social media, audience analytics,
    business development principles, and advertising, into a brand
    identity that remains consistent across distinct media channels.
    • IMC plan is a portion of the marketing plan
    that involves all promotional aspects of the
    marketing plan. All communications with
    customers, including but not limited to
    • personal selling
    Integrated • consumer sales promotions
    Marketing • trade (channel) promotions
    Communication • advertising
    • public relations
    • corporate as well as product
    positioning
    • customer service experiences
    Traditional Approach to Marketing Communications

    Sales
    Point of Publicity promotion
    purchase

    Media Packaging
    Special Adver-
    events tising Direct
    response
    Public
    relations
    Interactive
    Direct marketing
    marketing

    © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin


    Contemporary IMC Approach

    Sales Direct
    Packaging
    promotion response

    Media
    Point of
    purchase Adver-
    Public
    tising relations
    Publicity

    Interactive
    marketing Direct
    Special
    marketing
    events

    © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin


    Integrated Marketing Communication
    Integrated Marketing Communication
    Integrated Marketing Communication
    Integrated Marketing Communication

    • The strategic
    integration of
    multiple means of
    communicating with
    target markets to
    form a
    comprehensive,
    consistent message.
    Reasons for the Growing Importance of IMC

    From Toward
    Media advertising Multiple forms of communication

    Mass media Specialized media

    Manufacturer dominance Retailer dominance

    General focus Data-based marketing

    Low agency accountability Greater agency accountability

    Traditional compensation Performance-based compensation

    Limited Internet availability Widespread Internet availability

    © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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