Chapter no 1:
An Introduction to
Integrated Marketing Communication
Szabist – Shaheed Zulfiqar Ali Bhutto University
THE AGE OLD QUESTION:
WHAT IS MARKETING ?
Marketing is the activity, set of institutions and process of
creating, communicating, delivering and exchanging offering that
have value for customers, clients, partners and society at large.
Exchange occurs between two parties with something of value to
one another, a desire and ability to give up that something to the
other party, and a way to communicate with other.
Value is a customers perception of all the benefits of a product or
service weighted against all costs of acquiring and consuming it.
THE MARKETING MIX
The Four Ps (product marketing)
Product
Price
Place
Promotion
Four Ps + Three Ps (service marketing)
People
Process
Physical Evidence
Integrated Marketing
Communications
is the integration by the company of its
communication channels to deliver a clear, consistent,
and compelling message about the organization and its
brands
EVOLUTION OF IMC
According to American Association of Advertising Agencies, IMC
focused on the process of using all forms of promotions to achieve
maximum communication impact.
However, others argue for an even broader perspective. They noted that the
process of IMC calls for a bigger approach to planning marketing &
promotional program & coordinating the communication functions.
The contemporary definition of IMC says that IMC is a strategic
business process plan, develop, execute and evaluate coordinated,
measurable persuasive brand communication programs over time with
consumers, customers, prospects, employees, associates, and other targeted
relevant external and internal audiences.
Marketing Revolution and Shifting Tides
(Reasons for growing IMC)
The Role of IMC in Branding
Brand Identity: is a combination of factors i.e. Name, logo, symbols, design, packaging,
product/ service performance, and image/ associations in the consumer’s mind.
IMC plays a major role in the process of developing and sustaining brand identity and equity.
Brand Value in 2017
Brand Value in 2003
IMC Principles Extend Worldwide
IMC Principles Extend Worldwide
Internet
Promotional Mix : Tools for IMC
•Two way communication, consumers can interact with the company and
have a lasting relationship.
Internet Marketing •Examples: Dell custom building, Nike “whatever Campaign”, Face book
and Social Media marketing
Traditional Approach towards
Marketing
Communications
TOOLS FOR IMC :
PROMOTIONAL MIX
Advertising is any paid form of non-personal
presentation and promotion of ideas, goods,
or services by an identified sponsor.
• Broadcast
• Print
• Internet
• Outdoor
TYPES OF ADVERTISEMENT
National Advertising
Done by companies on a nationwide basis or in most regions of the country.
Retail/Local advertising
Advertisement done by retailer or local merchants to encourage customers to buy
from a certain retail store or use a specific local service.
Primary versus Selective demand advertisement
Primary demand advertisement is designed to generate demand for the general
product class or entire industry.
Selective demand advertisement focuses on creating demands for a specific
company’s brands.
IMC–Audience Contact Points Marketing
TYPE OF ADVERTISEMENT IN B2B MARKET
B2B Advertising
Advertising targeted at individual who buy or influence the purchase of industrial
goods.
Professional advertising
Targeted to professionals such as doctors, lawyers, dentists, engineers, or professors.
Trade Advertising
Targeted to marketing channel members such as wholesalers, distributors and
retailers.
TOOLS FOR IMC : PROMOTIONAL
MIX
Sales promotion is the short-term incentives to
encourage the purchase or sale of a product or service .
• Discounts
• Coupons
• Displays
• Demonstrations
TOOLS FOR IMC :
PROMOTIONAL MIX
Personal selling is the personal
presentation by the firm’s sales force for
the purpose of making sales and building
customer relationships.
• Sales presentations
• Trade shows
• Incentive programs
TOOLS FOR IMC : PROMOTIONAL MIX
Direct marketing involves making direct connections with carefully
targeted individual consumers to both obtain an immediate
response and cultivate lasting customer relationships—through the
use of direct mail, telephone, direct-response television, e-mail,
and the Internet to communicate directly with specific consumers.
• Catalog
• Telemarketing
• Kiosks
• Internet sales
Bose Uses
Direct Response
Advertising
TOOLS FOR IMC : PROMOTIONAL MIX
Public relations
Non personal
Not really a paid job like advertisement
Makes people less skeptical about a product/service/person
Lower cost than advertisements
Good PR = Publicity+ image+ control+ favorable information
THE IMC PLANNING PROCESS
REVIEW OF THE MARKETING PLAN
Situation analysis
Review marketing objectives
Develop a marketing strategy that includes 4P
Implementation program
Evaluation process
PROMOTIONAL PROGRAM SITUATION ANALYSIS
Analyzing in house vs external advertisement
Success and failure of last programs are reviewed.
Analyzing strength and weakness from a brand image perspective.
e.g Starbucks (internal analysis)
Analyzing competitors and customer buying decision process.
(external analysis)
ANALYSIS OF COMMUNICATION PROCESS
Communication source, message and channel
factors
Marketing objectives vs communication
objective
Marketing objectives will find out what is to be
accomplished by the overall marketing program.
Communication objective refers to what the company
seeks to accomplish with its promotional program.
BUDGET DETERMINATION
How will the money be allocated?
What will the promotion program cost?
DEVELOPING THE IMC PROGRAM
With the help of the promotional tools
EVALUATING AND CONTROL
How well the IMC program is meeting communication objectives
This stage provides managers a continual feedback concerning the
effectiveness of the IMC program.
Conclusion
