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    Integrated Marketing Communication-1

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    Satish Varma
    This document discusses integrated marketing communication (IMC). IMC is defined as coordinating all marketing communication tools, channels, and sources to maximize impact on consumers at minimal cost. The key elements of IMC are advertising, sales promotion, personal selling, direct response marketing, and public relations. IMC has become necessary due to market and media fragmentation, with consumers receiving messages from many sources. Effective IMC builds a strong brand identity by tying together consistent images and messages across all communication avenues.

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    Integrated Marketing Communication-1

    Uploaded by

    Satish Varma
    34 views12 pages
    This document discusses integrated marketing communication (IMC). IMC is defined as coordinating all marketing communication tools, channels, and sources to maximize impact on consumers at minimal cost. The key elements of IMC are advertising, sales promotion, personal selling, direct response marketing, and public relations. IMC has become necessary due to market and media fragmentation, with consumers receiving messages from many sources. Effective IMC builds a strong brand identity by tying together consistent images and messages across all communication avenues.

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    Integrated Marketing Communications

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    IMC-1

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    This document discusses integrated marketing communication (IMC). IMC is defined as coordinating all marketing communication tools, channels, and sources to maximize impact on consumers at minimal cost. The key elements of IMC are advertising, sales promotion, personal selling, direct response marketing, and public relations. IMC has become necessary due to market and media fragmentation, with consumers receiving messages from many sources. Effective IMC builds a strong brand identity by tying together consistent images and messages across all communication avenues.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    34 views12 pages

    Integrated Marketing Communication-1

    Uploaded by

    Satish Varma
    This document discusses integrated marketing communication (IMC). IMC is defined as coordinating all marketing communication tools, channels, and sources to maximize impact on consumers at minimal cost. The key elements of IMC are advertising, sales promotion, personal selling, direct response marketing, and public relations. IMC has become necessary due to market and media fragmentation, with consumers receiving messages from many sources. Effective IMC builds a strong brand identity by tying together consistent images and messages across all communication avenues.

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    Lecture 4

    Integrated Marketing
    Communication-1

    LEARNING OBJECTIVES
    DEFINITION OF IMC
    NEED FOR IMC
    ELEMENTS IN THE COMMUNICATION
    PROCESS
    STEPS IN DEVELOPING EFFECTIVE
    COMMUNICATION

    Integrated Marketing Communications (IMC):


    is the coordination and integration of all
    marketing communications tools, avenues, and
    sources within a company into a seamless
    program that maximizes the impact on
    consumer and other end users at a minimal
    cost.
    Clow and Baack,

    Elements of Marketing
    Communications

    Advertising
    Sales Promotion
    Personal Selling
    DRM (Direct Response Marketing)
    PR (Public Relations)

    Need for IMC


    Market fragmentation has resulted in media
    fragmentation
    Alternative media channels abound
    (e.g. mags, cd catalogues, internet sites,
    kiosks)
    All messages seen as one single message to
    consumer
    NOTE: IMC builds a strong brand identity in
    the marketplace by tying together and
    reinforcing all your images and messages.
    (Armstrong et. al.,

    Advertising /Marketing communication


    Advertiser:
    An advertiser could be an individual or an
    organization, which wants to communicate with a
    target audience. The communication is about the
    products and services offered by the advertiser.

    Advertisement:
    An advertisement message is meant for
    information. It goes beyond it, and tries to make
    people favourably inclined towards the product.
    It may ask people to act on the message. To do
    so, an advertisement uses the persuasive power
    of appeals both rational and emotional.

    Media:
    The channels of communication are the media.
    They convey the ad message to the target
    audience. The most commonly used media are
    newspapers. Magazines, radio, TV and outdoors.
    Each medium has its own strengths and
    weaknesses.
    Target Audience:
    The readers of print media, or the listeners of
    radio or the viewers of TV make the audience.
    The product may be for mass consumption or for
    a targeted audience of the total consumers.
    Audience could be of users, non-users and
    potential users.

    Elements in the Communications


    Process

    The Communications
    Process
    Selective attention
    Selective distortion
    Selective retention

    Steps in Developing Effective


    Communications
    Identify target audience
    Determine objectives
    Design communications
    Select channels
    Establish budget
    Decide on media mix
    Measure results/ manage IMC

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