Integrated Marketing Communications: Submitted by Group 8

INTEGRATED MARKETING
COMMUNICATIONS
SUBMITTED BY
GROUP 8
INTEGRATED MARKETING
COMMUNICATION
 “ Integrated Marketing Communications 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
(advertising, sales promotion, public relations)
and combines these disciplines to provide
clarity, consistency and maximum
communications’ impact (through seamless
integration of discrete messages).
Integrated Marketing Communication is a simple
concept . It ensures that all forms of
communications and messages are linked
together.
At its most basic level, IMC means integrating all

the promotional tools, so that they work in
harmony.
BENEFITS OF IMC
It can create Competitive advantage, boost sales

and profit, while saving money, time and stress.
IMC wraps communications around customer

and helps them move through the various
stages of buying process.
The organization simultaneously consolidates
its images, develops a dialogue and nurture its
relationship with customers.
This ‘ Relationship Marketing’ cements a bond

of loyalty with customers which can protect
them from inevitable onslaught of competition.
The ability to keep a customer for life is a
powerful competitive advantage.
IMC also increase profits through increased

effectiveness. At its most basic level, a unified
message has more impact than a disjoint myriad
of messages.
IMC can boost sales by stretching messages across

several communication tools to create more
avenues for customer to become aware, aroused
and ultimately to make a purchase.
Carefully linked messages help buyers by giving
timely reminders, updated information and special
offers which ,when presented in a planned manner,
help them move comfortably through the stages of
buying process .. And this reduces their ‘ misery of
choice’ in a complex and a busy world.
IMC makes messages more consistent and

creditable.
Consistent images and relevant, useful, messages

help nurture long term relationships with
customers.
TOOLS USED IN IMC
 Advertising.
 Sales promotion .
 Public Relations.
 Direct marketing.
ADVERTISING
 Acc. To American Marketing Association
“Advertising is any paid form of non- personal

presentation and promotion of ideas, goods, or
services by an identified sponsor.”
It is one of the largest generators of revenue in

the world economy. It moves markets and
minds and influences a large section of people.
Advertising interests, entices, intrigues, and
entertains. It creates a lifestyle.
It involves people with products. It aims at

building relationships between customer and
brand.
Efficiently reaches a large number of people but is

expensive.
BENEFITS
 Information to the customer
 Take care of customers.
 Improves sales of the product.
 Alters the attitude of people.
 Direct communication.
 Increase in employment.
 Economic progress.
ADVERTISING TYPES
Personal Advertising
Advertisements that are placed by individuals
with a specific purpose. E.g.. Matrimonial.
Vacancy Advertising
Advertising that details job vacant.
Consumer or Product advertising

Advertisements that aim at giving a positive
image to a brand of consumer products.
Retail Advertising
Advertisement that are carried out in local
markets by organizations and businesses to
promote sales or increase consumer traffic.
Trade Advertising
Company advertisements that are aimed at the
supply/distribution channel.
Business to Business Advertising

Advertising that is aimed at wholesaler buyers of
goods and services, generally companies.
Institutional Advertising
Advertising that promotes a company’s mission
and philosophy.
Service Advertising
It is aimed at publicizing services such as
advertising by hotels, airlines, insurance etc.
Financial Advertising
Advertising aimed at selling financial products
such as bonds, debentures and fixed deposits.
Educational and NGO Advertising
Advertising by educational institutions aimed at
students concerning the choice of course .
Advertising by NGO refers to espousing various
causes aimed at gaining support.
Advocacy Advertising
It aims at convincing various sections of the public
to accept an organizations position on certain
issues.
Generic Brand Advertising

Talk about a particular category of a product.
Comparative Advertising
Advertising that makes direct or indirect
comparisons between brands, implying that one
brand is better than another.
Political Branding
Advertising by various political parties during
elections.
Surrogate Branding
It refers to the strategy used by companies and
advertisers to promote brand clandestinely.
SALES PROMOTION
Acc. To American Marketing Association
“In specific sense, sales promotion include those

sales activities that supplement both personal
selling and advertising and coordinate them
and help to make effective, such as displays,
shows and expositions, demonstrations and
other non-recurrent selling efforts, not in the
ordinary routine.”
Sales promotion is a process of engaging the
consumer with the objective of stimulating
immediate sales through the use of various tools
directed towards consumer, trade and the field
force in a manner that it enhances the brands core
values over the long run.
CONSUMER PROMOTIONS
 Consumer promotions are those that are
directed to the consumer. The objective of
consumer promotion is to offer the consumer
and some added benefit to entice him to buy
the product. This is normally done in addition
to advertising. Whereas advertising has more
of a long-term effect on purchase behavior,
consumer promotions have more of a short-
term effect.
TYPES
 Sampling
 Price-off
 Quantity Deals
 In-Product gifts
 Out Product gifts
 coupons
TRADE PROMOTIONS
 Trade promotion are those that a company
runs to elicit a better and quicker response
from the trade. These can be done when
introducing a new product, to ensure
enhanced stocking preceding a good season, or
block a competitor.
TYPES
 Dealer contests.
 Dealer gifts.
 Display contests.
 Dealer discounts .
 Dealer meets.
 Cooperative advertising.
 Trade fair participations.
SALES FORCE PROMOTION
 Sales force promotion are normally undertaken
to stimulate the sales force to better the
performance.
TYPES
 Incentive Schemes
 Star awards
 Sales meets
 Promotional aids
SALES PROMOTION STRATEGY
PULL Strategy- The attempt is to get the

consumer to the retail outlet to ask for and buy
the product.
PUSH Strategy- the attempt is to get the trader to

stock sufficient product through the sales force
intervention and also to induce the customer to
buy at retail level.
BENEFITS
Sales promotion enables companies to stand
out in a competitive retail environment.
Influences trade and customer behavior.

PUBLIC RELATIONS
 Baskin, Aronoff, and Lattimore(1997) define PR
as a management function that helps achieve
organizational objectives, define philosophy,
and facilitate organizational changes.
 PR practitioners communicate with all relevant

internal and external publics to develop
relationships and to create consistency between
organizational goals and social expectations.
PR practitioners develop, execute, and evaluate
organizational programmes that promote the
exchange of influence and understanding among
an organization’s constituent parts and publics.
OBJECTIVES
 To change or neutralize hostile public opinion
 To conserve positive public opinion
 Promoting goodwill
 Brand launches and brand promotions
PUBLIC RELATION TOOLS
It uses many tools to achieve positive visibility
for a company and its brand. One of its roles
also includes handling delicate situations in
times of crises.
public relations coverage is often referred to as

to as ‘Third-party endorsement’, when media
reflects stories on issues relevant to the
company.
Media Relations
News Releases
Press conferences
Advocacy
Management counseling and employee motivation
Commemorative occasions
BENEFITS
The most economical way to reach mass
audiences.
Develops a more strong and controlled image
for your firm.
Creates a perception that the company is
active.
Provides an advantage over competitors who
do not use PR.
Has 7 times more credibility than advertising.
DIRECT MARKETING
 It is any activity which creates and exploits a

direct relationship between the seller and the
prospect/customer as an individual.
 Direct Marketing is also defined as the selling

of products/ services/ ideas to consumers
directly, without the help of the supply chain.
PROCESS OF DIRECT MARKETING
Finding the customer

( where are our customers? What are their
demographic and psychographic profiles?
What is their present disposition about our
brand?)
Getting customers
Once the marketer has identified the
prospective customer, it is important to reach
Out to him/her.
Keeping the customers

Maintain a database that allow us to monitor
customer needs, re-purchase cycles, after-service
requirements, dialogue and feedback, changing
consumer profile, and so on has to be carried out
rigorously.
Developing customers
An existing customer needs to be wooed to buy
more of the brand, to increase usage of the
brand, and to buy a sister brand, thus expanding
the base.
MEDIA IN DIRECT MARKETING
 Telephone
 T.V.
 Radio
 Internet
 Catalogues
BENEFITS
Flexible targeting.
Multiple uses.
Cost-effective.
Ease of management.
Relationship building.
THANK YOU

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INTEGRATED MARKETING

At its most basic level, IMC means integrating all

It can create Competitive advantage, boost sales

IMC wraps communications around customer

This ‘ Relationship Marketing’ cements a bond

IMC also increase profits through increased

IMC can boost sales by stretching messages across

IMC makes messages more consistent and

Consistent images and relevant, useful, messages

“Advertising is any paid form of non- personal

It is one of the largest generators of revenue in

It involves people with products. It aims at

Efficiently reaches a large number of people but is

Consumer or Product advertising

Business to Business Advertising

Generic Brand Advertising

“In specific sense, sales promotion include those

PULL Strategy- The attempt is to get the

PUSH Strategy- the attempt is to get the trader to

Influences trade and customer behavior.

 PR practitioners communicate with all relevant

public relations coverage is often referred to as

 It is any activity which creates and exploits a

 Direct Marketing is also defined as the selling

Finding the customer

Keeping the customers

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