1. Marketing Integrated
Communication Process
Module-9

2. Marketing Mix
• Product
• Place (Distribution)
• Promotion
• Price

3. Core Product,
Basic cost, Profit
Actual Product
Other Terms Augmented product
Price Product
Marketing Mix
Media Advertising
Location,
Direct marketing,
Sales Promo, PR Channel Type
Promotion Place

4. Advertising Personal selling
Relationship
Publicity
Promotion Mix Marketing
Direct Marketing Sales promotion

5. Marketing communication
Marcom :
• Is One of the most Critical aspect of
Overall marketing Mission
• Is a major Determinant for the success
or failures Of the product or the
organization.
• Marketing Communication is process of
communicating To Sell Products,
services, ideas, & images etc to overall
Benefit of the customer & the
organization.

6. Role of Marcomm
• Inform
• Persuade
• Remind
• Reassure
• Differentiate
• Change in behavior

7. Inform
• Inform
If you have something new to introduce
to the market, something better or
something that solves people’s
problems in an innovative way, you
must find a way to inform your
audience about it!

8. Persuade
• to induce to believe by appealing to
reason or understanding; convince:
• productMarcomsanjay taneja showreel - eure
• productMarcomsanjay taneja showreel - eure

10. Tools Of communication
1. Media advertising 5. Trade & Consumer
• TV oriented Promotions
• Radio Magazines • Trade deals & Buying
• News papers Allowances
• Magazines • Display & Adv
1. Direct Response and interactive allowances
Advertising • Trade shows
• Direct mail
• Cooperative
• Telephone Solicitation advertising
• Online adverting
• Samples
1. Place advertising • Coupons
• Bill Boards & Bulletins
• Premiums
• Posters
• Transit ads
• Refund/Rebates
• Cinema ads • Contests/Sweepstakes
4. Store Signage and point of • Promotional Games
purchase Advertisings • Bonus Packs
• External store signs • Price-off deals
• In –Store Shelf sign • In –Store Shelf sign
• Shopping cart ads
• In –store radio and Tv
• IN Stores display

11. Tools Of communication
6. Event Marketing &
sponsorships
• Sponsorship Of
Sporting Events
• Sponsorship of
arts,fairs,aand
festivals
• Sponsorship of
causes
7. Marketing oriented
public relations and
publicity
8. Personal Selling

12. Remind

13. Remind contd….

14. Remind contd….

15. Remind contd….

16. Remind contd….

17. Remind contd….

19. Reassure
• productMarcomMRF Tyres Racing.mp4
• ..MRF Tyres Racing.flv

20. Differentia
• ..RIN vs TIDE.mp4.flv
• ..Pepsi Vs Coca Cola Superbowl XLVI ad !
February 2012 !.flv
• ..The Success Story - Why India is a Great
Country..flv

21. Change in behavior
• .._Gone Metro_ TAC's speed
enforcement campaign.flv
• ..Max New York Life Insurance ad.flv

22. Of Concept Marcom

23. IMC Way
IMC:
Involves coordinating Various Promotional
elements and other Marketing activities both
locally & Globally
4 A’s Definition :
Focusing on the process of using all forms of
promotion to achieve maximum
communication impact.
IMC is marketing approaches being used by
companies to better focus their efforts in
acquiring, retaining, and developing
relationships with customers and other stake
holders

24. Marcom or IMC
• Marketing Communications (or MarCom
or Integrated Marketing Communications)
are Messages and related media used to
communicate with a Market.
• Marketing communications is the
"promotion" part of the "Marketing Mix"
or the "four Ps": price, place, promotion,
and product.

25. Marcom includes dealing with
•advertising,
•branding,
•brand language
•direct marketing,
•graphic design,
•marketing,
•packaging,
•promotion,
•publicity,
•sponsorship,
•public relations,
•sales,
•sales promotion And online marketing

26. Goal of an IMC
The primary goal of an IMC program is to support
perceptual values:
Vc = Value to customer
Qp = Quality of product
Qs = Quality of service
I = Image and status
T.c.o = Total cost of ownership
QP + Qs + I
Vc =
T.C.O

27. Differences Between Marcom and
Corporate Communication
• Marketing communications is focused on the
product/produce/service as opposed to
corporate communications where the focus
of communications work is the
company/enterprise itself.
• Marketing communications is primarily
concerned with demand generation,
product/produce/service positioning while
corporate communications deal with issue
management, mergers and acquisitions,
litigation, etc

28. Reasons for Growing importance of IMC
• Even as new Technologies and formats create
new ways for Global marketers to reach
consumers, they are affecting the more
traditional media, television, radio, magazine &
newspapers are becoming more fragmented
and teaching smaller and move selective
audiences.
• Decline In audience size for many media and
being less responsive to traditional
Communication.
• Many such Factors are promoting Global
marketers to look for alternative ways to
communicate with their target audiences.

29. IMC Global Approach
The IMC Approach Helps companies
identify the most appropriate and
effective methods for communication and
building relationships with their
customers as well as other stake Holders
such as employees, suppliers, investors,
interest groups and general public On
required international scale.

30. MIS Understanding Marketing
Communication
 Advertising sells products
 Marketing is advertising
 Advertising is communication
 Advertising is branding
 Advertisements have a certain meaning
 Advertising is about creativity
 Creative advertisements sell better
 Creative advertisements communicate better
 Branding creates meaning
 The typical semiotic analysis of advertising

31. Semiotics ( additional reading)
• Semiotics, also called semiotic studies or
semiology,
• is the study of cultural sign processes
(semiosis), analogy, metaphor, signification and
communication, signs and symbols. Semiotics
is closely related to the field of linguistics, which
in its part, studies the structure and meaning of
language more specifically.
• Semiotics is usually divided into three
branches, which include:

32. Semiotics is usually divided into
three branches, which include:
• Semantics: Relation between signs and
the things to which they refer; their
denotata
• Syntactics: Relations among signs in
formal structures
• Pragmatics: Relation between signs and
their effects on the people who use them

33. Understanding marketing
communication
• What we see is the result of a complex social
process
• There are many different and divergent targets in
this process
• Buying is mostly a problem solving process
• Interpretation and creation of meanings is
important in buying decisions
• Interpretation and meaning are results of living,
acting, and thinking people
• As in every communication the influence of the
marketing communication is only an indirect one
• As in every communication process getting
feedback and changing the rolls of speaker and
hearer is essential

34. Consequences for Marketing
Communication
• Supervising the decision process with
respect to a communication and/or a
marketing goal is crucial
• Marketing needs a integrated model for
describing the ongoing interpretation
process of the target groups
• Instruments for gaining feedback or even
better achieving a hearer roll for the
company become success factors
• New media can help to generate these
instruments